This week, an alterations app takes a bold step into ecommerce integration, a DTC brand swaps third-party tracking for first-party data, and Buzzfeed optimises its sponsored editorial model.
Sojo – ‘the Deliveroo of alterations’
For a while now, Gen Zs have been investing in high-value luxury clothing pieces, either vintage or new. But this is a generation that also loves personalisation – off-the-rack clothing sizes are no longer cutting it for young shoppers. Plus, their commitment to sustainability means that they’re looking for alternatives to throwing away worn or damaged clothing.
Sojo is an alteration app that connects clothing owners with seamsters via bicycle couriers (Vogue Business dubbed it “the Deliveroo of fashion repairs”). The app-based format and on-demand service are both very Gen Z – but we’re most excited about Sojo’s recent integration with ecommerce brand, Ganni. Shoppers now have the option to get their purchases altered or repaired via the Ganni website – ordering alterations as they would order products. It has the potential to lengthen the life of fashion pieces, but also gives longevity to Gen Z’s brand loyalty, too.
DTC fitness brand Bala switches to first-party data
In the ever-evolving world of ecommerce, some futures are more certain than others. Like the death of third-party cookies, for example. We know for sure that when Google phases them out within the next couple of years, ecommerce brands will have to seek new ways to engage with their customers.
One such brand is Bala. The fitness equipment retailer is one of many seeking new options – and they have made the decision to invest in first-party data. From digging deeper into metrics like purchase history, on-page behavior and customer reviews, Bala will be able to retarget in a way that doesn’t rely upon third-party data. They’ve been doing this for a few months now by gradually rolling out first-party data software. Now, they have their own customer profiles, cultivated from real consumer behavior – as opposed to third-party tracking solutions. By no means will Bala be the only brand to take this approach – but they deserve a mention for being among the early adopters.
Buzzfeed’s new ‘Ecommerce+’ hub
For a brand that has long reported on what people are buying – however weird and wonderful – Buzzfeed’s latest foray into a more direct ecommerce model makes complete sense. We’ve all browsed the shoppable listicles, and they’ve scooped up the affiliate revenue associated with it. Now, Buzzfeed is expanding its horizons even further. The publisher has launched category pages that perfectly capture its editorial-meets-ecommerce stance, ranging from “pick-me-up purchases” to “bargain buys”.
The move makes sense for Buzzfeed – and the hub itself is refreshingly transparent. Every piece is marked as affiliate content, and by grouping this shoppable content in one place, Buzzfeed is capturing readers with strong shopping intent. This is exactly the type of transparency that has previously scored points with Gen Z.
All three of these ecommerce moments have the capacity to change the future of ecommerce. But which one do you think will have the biggest impact? Time to vote for your standout moment.