Zoe Lu is the Executive Vice President and General Manager of Helium 10.
Anyone who has been following the latest headlines about tariffs probably has whiplash, especially if you’re trying to run a business or start one. On the one hand, entrepreneurs have never had so many tools at their disposal because of AI. On the other hand, there’s almost never been more uncertainty in the global economy. Consumer sentiment is at the second-lowest level ever recorded.
Tariffs around the world were paused in early April, save for some changes made specifically to China-focused tariffs throughout the weeks following. Everywhere around the world, companies have had to radically rethink what “commerce” really means.
But there are two things that are being excluded: smartphones and computers. So, as businesses adapt to the changes across the supply chain, digital commerce can offer new opportunities for growth, loyalty, revenue and scale.
Enter The Digital Commerce Economy
This year, the retail media economy is projected to reach $179 billion this year. That’s a big number, but there’s one big digital economy that’s worth more: The creator economy is valued at over $190 billion. The best part? It’s tariff-free. So for businesses of every type, this might be the time to get started in the digital commerce economy.
Here are my five tips for getting started:
1. Study Your Favorite Influencers
Whether you use YouTube, TikTok or Redditor, you probably know the influencers that resonate with you the most. What makes them successful? How did they go viral? What’s their relationship with the community? What was their breakout moment? What’s their most popular material?
Build a template for what success looks like in digital commerce. And remember that digital commerce starts with content.
2. Focus On One Channel First
Most businesses make the mistake of trying to do everything at once. Find your high-impact channel and build from there. If it’s email marketing, think about how to grow an email list and how to keep people opening your emails. If it’s YouTube, plan the video series that will build a following that keeps coming back. TikTok? Think about the content that fits the latest trends.
The biggest channel for your audience should be the biggest channel for your brand. Build an audience and experiment with what works. Track the results and expand to other channels when you find the content that keeps people interested. Or, as we say in the advertising world, focus on what keeps people engaged.
3. Build An Audience
Traditional commerce is all about customers. Obvious, right? After all, those are the people that buy products. Digital commerce starts with an audience. Those are the people who follow you and your business to see who you are and why they should buy in the future.
If influencers have taught us anything, it’s that digital commerce starts with content first and sales second. Your content builds awareness, intent and interest. Most importantly, content has to build trust. Digital commerce starts with authenticity. Authenticity isn’t just about your business. It’s about you.
What are the topics you know the best? How can your experience help your audience? What perspectives do you have on trends and themes that are relevant to them?
4. Plan Your Product
Digital commerce starts with content and connection, instead of products. But there has to be a product at the finish line. Digital products look a little different from physical products. Digital products are all about giving your audience a premium version of what you’re already offering. In the digital commerce economy, it’s all about personality, personalization and packaging.
What kind of premium digital content can help you build your business?
Here are 10 different kinds of content that can build your digital commerce strategy:
1. E-books
2. Digital courses
3. Consulting
4. Coaching
5. Video series
6. Collections and curations
7. Education and information
8. Custom products and experience
9. Bespoke events
10. Exclusive community
The next step is to build a connection with your audience and distribute the content. Depending on your business, you might want to engage with product recommendation programs that offer commissions, too, including affiliate programs with specific retailers and social selling channels.
5. Maintain A Customer Relationship Strategy
A digital commerce strategy doesn’t stop—at least, if you want more sales. The content and the connections have to keep coming. So do the new products, both physical and digital. That’s because your customer relationships are the same as your revenue.
Your product should foster a deeper relationship between your business and the customer. Digital commerce can scale, grow and repeat faster than physical commerce. Make sure that you understand what a first-time customer might want next and what they expect.
A lot of this comes down to communications—from digital advertising to email marketing and social media marketing. But make it personal!
Making The Most Of The Present
No one can predict the future, but you can still make the most of the present. By thinking about how you can create content and connect with your audience, you might find new sales channels and new customers. The sale might look different, but the most important part is to stay present along your various customer touchpoints as they discover and become loyal to your brand. That part is the same.
And, when you’ve optimized your supply chain for whatever comes next, you’ll already have a whole new audience of fans waiting!
Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?