Every time a new shopping channel takes off, brands face the same question: should we be there too?
There is so much happening in commerce, and I love that new channels keep opening up opportunities for brands. But I've also seen how quickly a promising opportunity becomes a real investment in people, money, and focus.
The conversation I want more teams to have is about incremental demand. Are we actually reaching someone new? Or are we shifting an existing customer into a channel with different economics and another set of operational demands?
I'm all for testing, learning and expanding. But I think being selective is an underrated growth skill. Sometimes the most valuable decision is the channel you choose not to enter.