The e-commerce sector keeps growing. And like any industry in full swing, it faces the challenges that come with scaling and maturing. One of the biggest? Integrating artificial intelligence as a driver of technological innovation—whether in customer service, order management, or content creation. Another major challenge is the rising cost of advertising. And of course, there’s the rise of live shopping through TikTok.
In other words: compared to a past that many long for, e-commerce businesses today find it increasingly difficult to acquire and retain customers. Competition and costs continue to rise at every stage of the sales funnel.
That’s why now, more than ever, brands need to step up. Branding is an essential tool for businesses looking to stand out in a crowded market and build lasting relationships with customers.
Love at first sight matters
The moment someone discovers an online store—whether through a Google search or a social media ad—the foundation for a long-term relationship is already being laid.
But before getting married, you need a first date. And branding—everything that shapes a brand’s perception—plays a crucial role. From strategy (what should we communicate and why?), to identity (typography, art direction, voice and tone…), to activation (website experience, campaigns…).
Doing everything possible to spark interest, build trust, reduce uncertainty, and increase perceived value is the best way to start off on the right foot. Especially when there are factors beyond an e-commerce manager’s control—like rising logistics costs or the lack of differentiation in a key part of the value chain, such as shipping providers, who tend to standardize the shopping experience from warehouse to doorstep.
But you have to be sure before taking the next step
The moment of truth—entering payment details and clicking the checkout button—is a big deal. Naturally, there’s friction. Who hasn’t left an item sitting in their cart for weeks?
To minimize hesitation, every detail of the digital product design must be fine-tuned—both in UI and UX writing. The goal is to guide potential customers, clear up doubts, and speed up decision-making. This not only increases satisfaction but also reduces the need for additional marketing efforts, like retargeting. As they say in retail: dress slowly because you’re in a hurry.
And nurture the relationship over time
Branding also influences how many customers return and recommend an e-commerce business that delivers quality. Being authentic, clearly communicating your purpose, and speaking to what truly matters to your audience fosters a sense of belonging and connection with a brand that aligns with their values.
We’ve seen this in recent years with brands like Hartem and Mellerware.
The benefits of making an e-commerce brand look as good as it truly is are many—and highly actionable. It’s not just about increasing customer numbers, but also about reducing acquisition costs and boosting average order value. In challenging times for paid media, branding once again takes center stage.
