How to think about brand as an ecommerce player

If your focus is on A/B testing, you’ve already lost

Ecommerce is a highly competitive market (another vendor is just a click away) and it’s considered best practice to offer free shipping as a way to entice customers to convert.

So I was surprised at the audacity of Diptyque, a candle brand, who not just charges shipping… they charge $15 shipping for a small candle. My first thought? Mild annoyance. My se…