Today, we’re diving into the evolving landscape of e-commerce in 2024—a topic that’s undoubtedly top of mind for many business owners right now. Let’s face it, running a business is tough, and for those in the physical product space, getting your brand in front of potential customers feels more challenging than ever.
To shed some light on these challenges, Kate invited Ashley Alderson, founder of The Boutique Hub, to share her insights. Ashley has a unique perspective, having worked closely with a vibrant community of boutique owners. Their conversation spans the critical changes in the marketplace, particularly comparing the pre- and post-pandemic world, and the shifts we’ve seen in social media.
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The Biggest Shift In E-commerce
Kate: Ashley, welcome to The Simple Pin Podcast!
Ashley: Hey, girl! I’m so happy to be here.
Kate: Yeah, me too. I’ve really enjoyed connecting with you over the last couple of years, following your journey, following The Boutique Hub on Instagram, and just seeing how you’ve kept a pulse on e-commerce and where it’s headed.
I want to dive right in and talk about e-commerce pre- and post-2019. From your perspective, if you had to pinpoint one thing that’s drastically different now, what would it be?
Ashley: Video. A huge change. Massive change since 2019.
Video Builds Relationship
Kate: Ah, interesting. That’s not what I expected you to say—you kind of threw me off with that. But you’re right; when you think about it and how much social media has shifted, the rise of TikTok, short-form video, and even long-form video, it makes sense. Why did video come to mind first for you?
Ashley: Well, when I think back to 2019, we were all kind of humming along before everything changed in 2020. The pandemic was such a pivotal moment. During that time, we worked with so many e-commerce and brick-and-mortar stores, helping them adapt to this new way of doing things. The stores that adapted quickest to video, who built a personal brand alongside their business and product brand, found the most success.
They were able to create relationships with their customers beyond just selling a product. These stores were doing cooking shows, workout sessions, hair tutorials—things not directly related to their products but focused on building community. And that was only possible through video at the time.
Those who did that well came out of the pandemic much stronger, with a brand that was more than just product-based. Then, with the rise of TikTok and the focus on Instagram Reels, those who leaned into video, even if it was imperfect—raw, authentic, and engaging—saw a lot of success. It’s what’s driving success today. Even big brands with huge marketing budgets aren’t relying on polished videos anymore. They’re working with creators who produce real, authentic, and engaging content through video.
Generational Differences
Kate: I totally agree. I remember the first time I saw a commercial that looked like a TikTok or a Reel, and I thought, “We’re actually moving in a new direction here.” I love that you pointed out those who adapted quickly. Would you say that those who were nervous or afraid to embrace video, especially if it wasn’t perfect, are still struggling in their businesses?
Ashley: Yeah, absolutely. It’s funny because you can even relate it back to generational differences—like Gen Z versus millennials. I’m an elder millennial, and we grew up with the idea of perfect Instagram feeds. So, for a lot of people my age, TikTok was intimidating, and Reels were a struggle because there’s this internal debate of “How much do I share? How much is too much?”
But really, people do want to see those everyday moments. Gen Z and Gen Alpha, they’re used to imperfection and authenticity. The biggest thing holding people back is their own self-consciousness—thinking, “I’m not good enough” or “No one will care if I share this.” But people do care! We’ve all got our own little shows, and it’s okay if it’s not perfect. We just need to lean into it.
Kate: And I’m Gen X, so I’m skeptical of everything! Even before we started this, I was like, “You’re doing video on YouTube? Are you sure?” It’s that natural skepticism that can hold us back. But you’re right—what we think might not work is often the very thing that people connect with the most.
I also love what you said about how people want to see the behind-the-scenes, even things like product dimensions. I got caught up in an ad the other day on YouTube, and instead of skipping it, I watched the whole thing because it was just someone showing the dimensions of a piece of luggage. It was fascinating! I think many e-commerce business owners haven’t fully embraced this aspect of video yet—showing off their products in a more detailed and personal way. Would you agree with that?
Ashley: Totally. TikTok has really changed the landscape in that regard. You see so many product-based businesses sharing videos of themselves making the product, shipping it, even doing ASMR-type videos. I have horses, and friends will request that I film my horseshoer trimming my horse’s hooves because they just want to see that process. Nothing’s off-limits. People want to see it all, no matter how boring it seems to us—it’s fresh and new to someone else.
And right now, with the business environment being so tough—reach has gone down, Google’s changing things—video gives people that intimate view of your business. It’s not about going viral but about building connections, one video at a time.
Kate: That’s such a good point. I’ve noticed that too—things that were easy before are now more difficult. It’s like we have to think creatively in new ways, which is harder, but also more rewarding. For e-commerce business owners, especially, it’s a different ballgame.
The Current Business Climate
Kate: Let’s talk about the current business climate. When you and I last talked, you mentioned seeing a divide between businesses with large, established audiences that are still growing and smaller ones that are struggling. What would you say to someone who’s in that smaller group, feeling burned out and considering closing up shop? What advice would you give them?
The Art and Science of Retail
Ashley: Two things come to mind. In business, there’s the art side and the science side. I wouldn’t categorize it so much by big versus small businesses anymore, but rather by those who understand and balance both the art and the science of retail.
If you’re small and thinking about closing, you need to double down on the art side—how do you create content that stands out? How do you build more relationships and create more touchpoints? It might mean hustling harder, doing pop-ups, collaborating, and finding new ways to connect with people. The old ways don’t work anymore; you have to be creative.
But equally important is the science side—understanding your numbers, managing your inventory, and pricing for profit. When the economy was stronger, and algorithms were more favorable, money could cover up a lot of mistakes. But now, you can’t afford not to know your numbers. You have to get smart about managing inventory, pricing strategies, and ensuring that you’re building a sustainable business that allows you to pay yourself.
Kate: That’s such an important call-out. Money really did cover a lot of things before 2020. Now, it’s about being strategic—balancing creativity with data, the art with the science. I love how you framed that because it’s a mindset shift we all need to make.
Starting A Business Pre- And Post-Pandemic
Kate: So for those who are just starting out in e-commerce—and I love that every year we have new business owners with fresh ideas, eager to jump in and say, “I want to be a shop owner, I want to sell products”—I always enjoy following you on Instagram and seeing these people in their shop environments, whether they’re selling jeans or something else. I love getting that glimpse into their world.
Let’s use a specific example. Suppose there’s a woman who’s just starting out. She’s passionate about selling jeans. What would you advise her as the first few steps she should take? And I’ll add a caveat: Do you think your advice would have been different in 2019 compared to now? Are there certain foundational principles that remain the same, or has the landscape completely shifted?
Ashley: That’s a great question. Let’s run with this idea. If I were starting this business in 2019, I’d follow the traditional route: set up a Shopify store, get email marketing in place, establish social media channels, and make sure I have excellent product photography. I’d focus on getting all these channels ready and then start pushing people through my sales funnel—selling the jeans.
But today, it’s a bit different. Now, I see the shop owner more as a creator. It’s about the content you create and the relationships you build, even before you have your Shopify store fully established. You still need to set up all those things, but it’s crucial to build an audience first—people who know you’re passionate about fashion, who see your love for denim. Whether it’s fit videos, educational content about how to wear denim, or tips on merchandising, you want to create value.
For instance, when you’re teaching people how to dress for their body type using different denim styles, you’re not just selling a product—you’re building trust and expertise. I think that’s the shift from 2019: we used to start with the product, but now it’s more about the content and community first, then driving them through your sales channels.
Kate: That makes total sense. I also wonder, though, if in 2019, especially with all the supply chain disruptions, there was more of a focus on having to buy a bunch of product upfront. The financial output seemed so much greater back then compared to now. Is that correct?
Ashley: Actually, it’s the opposite. Back in 2019, and even earlier—let’s say 2009—the inventory process was more about pre-orders. You’d order your stock a season ahead—like, if it’s fall, you’re ordering for spring. But by 2019, the market had so much growth and competition that it became more about immediacy. There was a lot of inventory readily available, and you could order today and start selling it tomorrow.
However, in today’s tougher economic climate, vendors have had to tighten up. We’re seeing a return to longer pre-order periods. If you want the latest and greatest products, you have to plan further ahead. While there are still immediate options available, they’re often the ones that have already been picked over. So, it’s definitely a big shift compared to 2019.
Kate: That’s interesting because it changes your marketing strategy too. If there’s a delay in getting high-demand products, it affects how and when you promote those items.
Ashley: Exactly, and it also impacts your cash flow. You need to have a tighter inventory management system and understand your cash outlay to get these pre-orders. The business environment has shifted, so you can’t just order small quantities as you sell—you need a longer cash runway now.
When Will I Start Making Money?
Kate: So, thinking about this woman starting her jean business—Joe Pulizzi, who specializes in advising creators, suggests that creators need to invest for 18 months before they can expect to see an income that supports their business. What would you say is the equivalent for someone in e-commerce? How long might it take for someone to start making money, especially considering the delays in getting high-demand products?
Ashley: That’s a tough question because it really depends on a lot of factors, like what you’re selling.
Kate: Well it also probably depends on the price point too. Content creation can be done with little to no cost, but when you’re selling products, it could be anything from $5 items to $1,000 ones.
Ashley: It also depends on whether you’re selling well-known brands with set pricing, where margins are lower, or if you’re able to find closeout deals where you can buy low and sell high. If you’re custom-making products, you also have to factor in the value of your time and consider whether you can eventually scale that product for mass production.
So, there isn’t a one-size-fits-all answer. The sky’s really the limit in e-commerce, depending on how creative you are and what products you’re passionate about.
Kate: I appreciate that perspective. It’s better to acknowledge the variability rather than give a cookie-cutter answer. People need to understand that there are so many factors at play, and that’s okay. It’s part of the journey.
Speaking of variability, what’s one question that you find shop owners are asking over and over again in your community or on Instagram? What’s the biggest concern they have right now?
Ashley: The biggest question I get is, “What’s the secret to success? What’s the timeline?” Everyone wants some level of certainty—a black-and-white answer like, “If she did it this way, and I do it the same way, I’ll succeed.” But the reality of business is that the only thing certain is uncertainty.
6 Layers of Success In Retail
Ashley: For new business owners who’ve always followed a traditional path—college, degree, good job—they’re used to that sense of security. But as a business owner, you have to get comfortable with shades of gray. There’s no guaranteed formula for success.
What I like to tell people is that I don’t have a magic answer, but I do have a framework—what we call the six layers of success in retail. These apply whether you’re in retail, wholesale, or any product-based business.
- First, you need a strong foundation: who is your customer, what’s your brand, what’s your role as the CEO, and what’s your daily operations plan? That’s your base layer.
- Next, you need to focus on your products and your profit plan. Understand your cash flow, inventory management, and pricing. That’s layer two.
- Layer three is your team. You can’t scale alone; at some point, you need to invest in a team to create more time for yourself to grow the business.
- Layer four is your sales strategy—whether it’s e-commerce, in-store, or through video. It’s all about how you’re driving sales.
- Layer five is content planning. Don’t create content unless you have a plan and know how it’s going to drive traffic and conversion.
- Finally, layer six is your marketing and traffic plan—email, text, social media, public relations, and paid traffic. Everyone wants to start here, but you need those first five layers solid before your marketing efforts will really pay off.
Kate: I love that framework. It’s comprehensive and really drives home the point that there’s no skipping steps if you want to build a sustainable business. And as I’m listening to you, I want people to know that these are the foundations to build a business that’s going to last 10, 20 years. They’re going to take a while to roll out, right? It’s not like you’re going to hire a team right away or jump straight into everything.
But if you focus on these foundational pieces, you will build a sustainable business. A lot of times, we want to rush into things like profit. I appreciate that you called out the need for a content plan because I know I’ve fallen into the trap of thinking, “This sounds good today, let’s post this on Instagram or YouTube.”
But that’s not intentional. It’s got to be intentional. There’s got to be a plan; otherwise, we’re just doing busy work.
Ashley: Yes, exactly! Busy work can make us feel like we’re doing something, but we’re not actually moving forward.
Looking Ahead To Q4 And Beyond
Kate: Okay, so let’s talk about the Q4 season of sales and look ahead to 2025. There’s a lot of unpredictability in the market. Yesterday, we saw a significant stock market issue, and people are still asking questions about recession and spending money. But at the same time, Amazon just had a record-breaking Prime Day, with people spending around $8 billion. So, when you look at the Q4 season of sales, what do you see? Excitement, a flat market, or a decline?
Ashley: It’s different than it has been before. There’s still money being spent. You see those $90,000 Tahoes and Denalis in the school pickup line, right? People are still spending, but they’re being more selective. They’re choosing things that are more thoughtful, curated, unique, and higher quality—items that will last.
You have to figure out what your ideal customer’s pain points are, where they’re shopping, and who they’re shopping for. The days of just putting products out there and expecting impulse buys are over. You’ve got to be much more intentional in how you solve problems and fill needs.
Election years are always unpredictable, and 2024 will be no different. Regardless of the party that wins, once the election is over, there’s usually more certainty. People start to have an idea of what to expect, which brings some calm to the marketplace. But after 2019 and 2020, when the world shut down, we realized that the unexpected can happen. That has made people more cautious and maybe a bit more conservative with their spending.
As a marketer and e-commerce brand, how do you become a friendly, positive place for customers to escape the chaos around them? How do you build a community that people want to be part of, where they trust you? If you create that kind of space, people will spend more time with you, and they’ll be more likely to buy what you’re selling.
Kate: That’s why I love Pinterest. It’s a positive place, free of the clutter, drama, and negativity you see on other platforms. I’m really curious to see how Pinterest will grow over the next few months and during Q4, especially as people choose to spend less time on Instagram or TikTok but still want to save and plan their purchases.
Ashley: Exactly! Pinterest is a great example of a platform that’s happy and clutter-free. It’s a place people go to escape and find inspiration, which overlays perfectly with what I’ve been talking about.
Connect With Ashley
Kate: Well, Ashley, I loved your perspective and feedback on what’s working right now for e-commerce businesses and their challenges. As I’ve said, I love following The Boutique Hub on Instagram because I enjoy seeing what questions and pain points shop owners are dealing with. I think it’s so important to find your community, especially if you’re a shop owner.
So, where can people follow you for more inspiration and to connect?
Ashley: You can find us online at theboutiquehub.com, and on social media. If you like memes and learning how to run your business with a bit of humor, we’re the meme queens on Instagram. If you’re interested in behind-the-scenes content about being a founder and CEO, managing a busy life with kids while running a big company, you can follow me personally on Instagram at @AJAlderson.
Kate: Thank you so much, Ashley. We were talking about how hard it was to schedule this podcast because of our different events and vacations, but I’m so glad we made it happen!
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