Disclaimer: We wrote this while watching AdWorld2021 live, so please excuse any spelling, "sic" or grammar errors.
Listening to someone with over 22 BILLION dollars(with a B) in E-Commerce sales, is just a huge privilege.
1. The formula of growth
Normally the formula looks something like traffic x conversion = sales.
Mostly marketers focus too much on just driving traffic, what else should we be focusing on?
Starting on price is important. Is your product so much better/Is your company different enough to charge your desired price?
Are you winning the buy box wars? Investing time and money without getting people to successfully convert by actually buying, shows channel problems that should be investigated. This boils down to intricate details such as pack size. Shampoo is relatively cheap, a liquid and overall heavier than its worth, so it counts as a E-Commerce loser. Its better to make sure your product wins on these attributes, will give you a better chance as E-Commerce winning product.
Make sure your products profitability is setup in a way that you win by selling these products online.
2. Get your team on the same page
If your team is not collaborating, you will probably struggle with small orders, meaning that you will experience a lot more friction that could have been avoided with larger orders. Everything from things like minimum order amounts, out of stock issues to how your drivers greet your customers, can make a difference between loyal continued support, and losing clients for life.
3. Thinking long term
How should we approach SEO, long-term metadata and more? By satisfying client needs over a long-term, search engines will assign more link juice to that product, potentially ranking higher on search engines, creating kind of a product flywheel and catalogue inertia.
Don't ever discontinue products if you absolutely don't have to, this will probably have negative effects on your SERP results, resulting in even fewer sales than just leaving the low seller product online. Extreme case here would be profit-negative products only.