Why 85% of e-commerce visitors are ghosts

In this edition of the DTC Creator newsletter, we explore how to identify the 85% of e-commerce visitors who remain anonymous and how to win on TikTok with authentic creator content…

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Why 85% of e-commerce visitors are ghosts

Most e-commerce site visitors are basically ghosts—85% of them, to be exact—unidentified and out of reach. That's the startling revelation from Bluecore’s 2024 Benchmark Report. As online retailers vie with giants like Amazon and Rakuten, knowing who's visiting your site is more crucial than ever.

In the data-driven world of e-commerce, knowing your customers is everything. Yet, most sites identify only 15% to 27% of their visitors, leaving a huge chunk of potential customers slipping through the cracks. Bluecore's report shows that businesses with higher visitor identification see a 53% boost in repeat purchases. It's a game-changer for online retailers struggling to stand out.

Why it matters…

For e-commerce retailers, understanding who's browsing isn't just a nice-to-have—it's essential. Unlike traditional shopping, where you know who walks through the door, online shoppers remain largely anonymous, leaving retailers in the dark.

• Boost repeat business: Identifying visitors leads to more repeat purchases and a stronger customer base.

• Compete with the big guys: In a world dominated by Amazon, understanding your audience is the secret weapon smaller brands need.

Cracking the vode on visitor ID…

The key is leveraging data like email addresses and phone numbers to track visitor behavior. While there's no magic number for what makes a "good" identification rate, the more you know, the better you can strategize.

Buyer behavior insights…

Here are some key takeaways from Bluecore's report:

• Fashion forward: Apparel buyers are the easiest to identify, with a 27% rate, leading to a 20% repeat purchase rate.

• The reactivation challenge: No category hits a 10% reactivation rate, even though reactivated customers are more lucrative.

• Retention woes: Long-term loyalty is rare, with only 6% of customers buying again after three years, down from 78% who make repeat purchases in the first year.

The bottom line: E-commerce sites are missing out on huge opportunities by not identifying who's shopping. In today's competitive landscape, understanding your visitors isn't optional—it's mandatory. Turn those mystery shoppers into loyal customers and watch your business thrive.

For a deeper dive into the data, check out the full report here.

100 brands that are winning TikTok with authentic creator content

TikTok's the place to be if you want your brand to shine. It's not about followers; it's about engagement and authenticity. With 55% of users trusting brands more when they're vouched for by creators, TikTok isn't just a platform—it's the secret weapon for savvy marketers.

Why authenticity wins: Forget staged ads—realness rules here. Brands with high creator retention, where at least 25% of influencers stick around for 12 months or more, are killing it. This long-term authenticity translates directly to loyalty and sales.

The retention game: The top TikTok brands aren’t just snagging influencers; they’re keeping them. Creators who consistently align with your brand signal authenticity and credibility. It’s not just about a single viral hit but sustained presence.

Nailing brand-creator alignment: It’s critical to find creators who are organically aligned with your brand's ethos. Ads that feature creators naturally fitting your niche are 1.5x more effective, and TikTok creators make 55% of users feel genuinely connected to brands. Find those authentic voices that elevate your brand, not just echo it.

Engagement is key: Engagement rates tell the real story. TikTok’s users are 1.2x more likely to watch and interact with brand content than on other platforms. Partner with creators who don't just talk the talk but drive actual interactions and loyalty.

The top brands leading the charge…

Here’s a sneak peek into the brands dominating TikTok:

1. Amazon: $1.03B in EMV, 20% growth.

2. NBA: $894.63M in EMV, 154% growth.

3. NFL: $688.19M in EMV, 209% growth.

4. Sephora: $468.83M in EMV, 112% growth.

5. Fortnite: $360.15M in EMV, 124% growth.

Key strategies for winning TikTok…

1. Retention first: Cultivate long-term relationships with creators who resonate with your brand.

2. Engage authentically: Measure success by engagement rates and real connections.

3. Leverage community: Use creator-driven communities to enhance brand loyalty.