Suggestions
Liran Hirschkorn
CEO and Founder @ IncrementumDigital.com | Amazon and Retail Media Marketing Expert
Liran Hirschkorn is a seasoned entrepreneur with a passion for e-commerce and selling on Amazon. After successfully venturing into the world of internet life insurance agencies, he transitioned to e-commerce, where he has built and scaled multiple successful brands on Amazon, collectively generating millions in sales. Liran is renowned for his expertise in Amazon marketing and selling strategies, often sharing his insights as a speaker and industry expert. Currently, he leads Incrementum Digital, an Amazon-focused marketing agency, as the CEO, empowering brands to excel on the platform. Liran also offers advisory services to e-commerce brands and a fintech company, guiding them through the intricacies of financing and scaling operations. Balancing his professional endeavors, Liran resides in Long Island, New York, with his wife and two children.
Highlights
The BIGGEST development in Social Commerce so far.
A partnership between Amazon and TikTok?
I never thought we would see the day.
This has been an internal fight at TikTok between the shop team, which wants sales on TikTok Shop, and the ads team, which wants to grow ad revenue.
I guess the ad revenue won.
I honestly didn't see this coming.
TikTok users will be able to link their account to their Amazon profile and check out without leaving the app.
A few months back, Amazon partnered with Pinterest, Meta, and Snapchat to do the same thing.
They will have all of the information they need, including price, shipping time, and Prime eligibility.
The writing is on the wall:
Social Commerce is here to stay.
The first phase will likely be just like Meta, where Amazon runs the ads.
But there's no doubt that brands will be able to use Sponsored Display and DSP ads to run Amazon ads on TikTok and get full attribution when users have their accounts connected.
I believe this will also apply to whitelisted creator content from creators' accounts.
If so, it becomes even MORE important to have a network of creators for your Amazon brand.
Retail is changing. Brands are exploring DTC channels to connect with customers in new ways, but it comes at a cost.
Brands like Apple, Bose, and Nike found success with DTC models. It's tempting to try to emulate them.
But remember: DTC is industry specific.
A consumer might be willing to go to a brand's website for her preferred beauty products, but won't make the same effort for garbage bags.
Factors like shipping costs and consumer preferences make competing with one-stop shops like Amazon hard.
If you do go the DTC route, customers can be different from those who shop on Amazon or other retail sites. If you can make the numbers work, this distinction makes it a useful addition to a brand's strategy.
DTC channels also provide valuable customer data that you won't get from Amazon or Walmart.
Kate Bray sat down with Andrew Freeman from Colgate-Palmolive Health Group to talk shop about Amazon vs. DTC and so much more.
Check out the full episode on our YouTube channel!

