A successful e-commerce brand requires a 70/30 split in spending, focusing primarily on top-of-funnel brand awareness rather than just direct-to-purchase ads.

“The most successful companies that persist over a long period of time in e-commerce tend to have a 7030 split in terms of how they spend their money. 70 going towards top offunnel and brand awareness and associations and only 30% going to direct to purchase.”

Marketplaces should focus on being a single brand rather than creating sub-brands for different regions.

“My strategy at Chewy wasn't creating all these other sub brands for different geographies. It was always focusing on on Chewy. So, um the focus is helpful.”

Selling t-shirts and hats is generally an ineffective way for creators with an audience to monetize their brand.

“this new framework I have is if some sort of a business or Creator or someone with an audience is just selling T-shirts then it means they don't know what they're doing”