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Shopify brands cannot rely on a shopper’s affinity toward a retailer or the visibility gained by being present at such retailers. Instead, they must cultivate a relationship with their customers, using direct and continuous engagement to understand more about a customer’s needs, interests and habits.
Direct-to-consumer is defined as the promotion and sale of products directly from the creator or manufacturer to new customers – removing any intermediate channels like marketplaces, middlemen, brick-and-mortar stores, and third-party retailers.
More direct-to-consumer brands are strategizing around micro-influencers, finding value in their unique word-of-mouth, personal recommendation-style marketing, according to brand marketers and industry analysts.
One area where businesses have seen tremendous success is e-commerce marketing. The industry often rewards brands that market and sell directly to consumers and offers a potential for high growth for brands.
Covid-19 has been a long overdue catalyst for many brands who have had to completely reimagine their core activity and services. It has also created an environment where e-commerce is a main focus even for legacy and older brands, as nearly everything has shifted online.
Despite the growth of newer platforms such as TikTok, the majority of direct-to-consumer brands see immense value in engaging with established influencers on Instagram first, before testing the newer channels.