Welcome to Showday’s E-commerce Wisdom, a series where we dig into the minds of industry experts to bring you invaluable insights on trending topics. Today, we bring to you a conversation brimming with inspiration and practical knowledge for those venturing into the vibrant world of Direct-to-Consumer brands and growth marketing.
We are excited to present Berkay Erol, the dynamic Growth Manager at D2CVille, known for his innovative ventures in the startup ecosystem and his commitment to nurturing a thriving community of D2C entrepreneurs and e-commerce mavens. In this conversation, we will explore Berkay’s multifaceted journey, his experiential wisdom in D2C marketing, wisdom he has gained from interviewing e-commerce leaders, and his forward-thinking insights into the future of e-commerce. Get ready to navigate through the realms of disruptive ideas with Berkay!
——
Showday: Before we dive into the nitty-gritty of D2C marketing strategies and community building, could you give us a brief overview of your personal journey? What key experiences have shaped your career in e-commerce, especially as a growth marketing manager for an e-commerce SaaS company?
BE: I have always had an interest in startups at all stages even back in the university days. Even then, I knew I wanted to build my own thing, but without any idea about what that thing would be. So I tried building a couple of stuff with my friends, though ultimately most of them failed.
We built a B2C mobile app that was going to disrupt the market of booking and paying for sports facilities.This turned out to be a doomed idea as no one really needed an app for booking for a tennis court - they just called the facility owner! Also, owners of those sports facilities were not the most open to the innovation 😅.
But probably the experience that has shaped my career the most was the time we built Branvee, a closed marketplace D2C business that was all about buying apparel items in Turkey and selling them in Egypt. I had a great friend and a business partner, Ali, who is originally from Egypt, so he knew the business landscape there. At the time, Egyptian people didn’t really have access to affordable and quality clothing items from major brands like H&M. Our goal was to bridge that gap.
We established warehouses in both Istanbul and Cairo, meticulously crafting the entire operation – from procuring merchandise in Turkey to transporting it to Egypt and finally selling it to our end customers. Just when things were falling into place and we were experiencing success, I had to step away from Branvee due to financial constraints. But Branvee still continues its operations.
After that, I eventually met Fabrikatör, an inventory management and optimization app for Shopify merchants. When I shared my background and my enthusiasm for building, my CEO, Bahadır, saw potential beyond simply joining the growth team at Fabrikator. Together, we started working on building D2CVille from scratch!
Showday: Moving on to your role in the D2CVille podcast, what is one of the most interesting stories you've heard from the brands you have interviewed so far? What are some key factors that you believe have contributed to their success?
BE: While I'm immensely thankful for all 21 of our podcast guests, I must admit I do have some personal favorites among those episodes. 😅
One episode that particularly stands out to me is our Bahadır's conversation with Kyle, founder of Swoveralls. It left a lasting impression because Kyle was remarkably candid about his financial struggles, which partly stemmed from his deliberate choice to collaborate with ethical producers and exclusively use sustainable fabrics. Moreover, his commitment to donating 1% of his revenue to the 1% For the Planet Foundation is truly commendable. What made it even more captivating was his innovative approach to launching a new collection by harnessing the power of crowdfunding.
Our chat with Bryan, the founder of Worn, left a significant impact as well. Worn's performance socks made from a patented merino variation are impressive in their own right. However, what truly stood out was Bryan's pragmatic perspective on the D2C landscape. I particularly resonated with his statement, "There is an opportunity to improve any market that has been commoditized. People expect nothing from a sock, but the second you give it a function, they love it." The man is really wise!
I can talk about this for hours because I find something special in the details of each of those 21 episodes. What they all seem to share is that the founders created brands with products designed to solve problems they personally experienced. This theme comes up repeatedly.
Showday: Building on that, have you noticed any common marketing strategies that successful D2C brands seem to share?
BE: It might sound a bit simple - and obviously I’m not a marketing expert, but sometimes we all need a reminder of the basics: the 4Ps of marketing (or maybe it's 6Ps now, but anyways). These are Product, Place, Price, and Promotion. When you look at the big success stories out there, you'll notice they all somehow incorporate these fundamental principles.
However, it seems to me that the most crucial factor is having an exceptional product – one that people genuinely love. After that, it all appears to be relatively straightforward to me. What really struck a chord with me was something our podcast guest, Chris (Marketing and Growth Manager of Just Vertical), mentioned:
“In this day and age, everything is so commoditized that, if you want to be genuine and authentic, you really have to be genuine and authentic. You can’t hack your way through this.”
Certainly, there is a huuuuugeeee list of things to do to persuade people to buy your product, but having a product that your customers genuinely love does make a significant difference.
Here is a tweet (sorry they’re called posts now) I liked the other day, from @flexiblefoodie.
Showday: Let's talk about the community aspect of D2C. From your experience, what are some actionable ways that D2C brand founders and leaders can build a strong community of advocates for their products?
BE: In a previous question, I mentioned that a common thread among successful D2C entrepreneurs is that they founded their companies to address problems they personally faced. Well, when you do that, connecting with potential customers becomes much simpler. Because you essentially align with your ideal customer profile.
From there, it's relatively straightforward to engage with your customers and make them feel like they're a part of something special. The key factors to consider include communicating with them, creating content that resonates with their needs, and being active in the same places they frequent.
That is what one of our podcast guests, Jennifer did. After being diagnosed with an autoimmune disease, she found relief in the benefits of kombucha tea. A few years later, she's now successfully running a kombucha tea D2C company called Rho Kombucha and has built a thriving community around her brand. Her active presence on social media also plays a significant role in fostering this sense of community.
There are undoubtedly different and effective practices for building a community, but this is the approach I've most frequently observed during my podcast interviews.
"…key factors to consider include communicating with them, creating content that resonates with their needs, and being active in the same places they frequent."
Showday: Switching gears a bit, video content has gained a lot of traction in e-commerce. How do you think this is reshaping the way consumers discover, engage with, and ultimately make buying decisions?
BE: The surge in video content is quite logical, isn't it? We make many more online purchases today than we did a decade ago, but online shopping still lacks the advantage of allowing you to physically connect with the product. When you can touch a product, you naturally gain a better understanding of it. It's as straightforward as that.
While you can't physically touch products online, when there's a video, it's naturally superior to 2D images.
Besides, our online consumption habits have become more video-centric. We tend to consume a lot of TikToks or reels on a daily basis and prefer video explanations over lengthy texts.
I come across many D2C websites that feature videos, particularly among the apparel brands. It seems like having videos on your website is becoming a standard practice in the industry. People tend to respond positively when you include videos, and they might view your brand less favorably if you don't.
Showday: Finally, looking beyond video, what emerging platforms or tactics do you see as pivotal in shaping the future of D2C marketing?
BE: Brand collaborations seem to be a winning strategy. I talked to Lynn from Masami Haircare in one of the episodes. She is also the founder of Conscious Beauty Collective where they do a lot of collaborations with other beauty and personal care brands. I know there are some great solutions out there matching brands for collaboration opportunities. Check them out!
Also, similar to Jennifer's case, having a personal brand as a founder can be quite beneficial. Nowadays, many entrepreneurs are also paying attention to their own Instagram, LinkedIn and Twitter profiles in addition to their brand's presence. It's worth noting that many brands and tools have experienced rapid growth when associated with a credible individual. So, consider investing in building your own name too!
—-
A sincere thank you to Berkay Erol for sharing his extensive knowledge and insights in D2C and e-commerce. Berkay's experiences and reflections highlight the importance of relentless innovation and persistence in navigating the e-commerce world. To stay updated on the latest trends and insights in D2C and e-commerce, connect with Berkay on LinkedIn,
Don’t forget to follow D2CVille and Showday on LinkedIn where we regularly share valuable content and updates. For more resources, including D2CVille podcast episodes check out this link. And last but not least, If exploring the potential of shoppable videos in your marketing strategies intrigues you, consider booking a demo with our team or downloading Showday from the Shopify App Store. Until next time!
Welcome to Showday’s E-commerce Wisdom, a series where we dig into the minds of industry experts to bring you invaluable insights on trending topics. Today, we bring to you a conversation brimming with inspiration and practical knowledge for those venturing into the vibrant world of Direct-to-Consumer brands and growth marketing.
We are excited to present Berkay Erol, the dynamic Growth Manager at D2CVille, known for his innovative ventures in the startup ecosystem and his commitment to nurturing a thriving community of D2C entrepreneurs and e-commerce mavens. In this conversation, we will explore Berkay’s multifaceted journey, his experiential wisdom in D2C marketing, wisdom he has gained from interviewing e-commerce leaders, and his forward-thinking insights into the future of e-commerce. Get ready to navigate through the realms of disruptive ideas with Berkay!
——
Showday: Before we dive into the nitty-gritty of D2C marketing strategies and community building, could you give us a brief overview of your personal journey? What key experiences have shaped your career in e-commerce, especially as a growth marketing manager for an e-commerce SaaS company?
BE: I have always had an interest in startups at all stages even back in the university days. Even then, I knew I wanted to build my own thing, but without any idea about what that thing would be. So I tried building a couple of stuff with my friends, though ultimately most of them failed.
We built a B2C mobile app that was going to disrupt the market of booking and paying for sports facilities.This turned out to be a doomed idea as no one really needed an app for booking for a tennis court - they just called the facility owner! Also, owners of those sports facilities were not the most open to the innovation 😅.
But probably the experience that has shaped my career the most was the time we built Branvee, a closed marketplace D2C business that was all about buying apparel items in Turkey and selling them in Egypt. I had a great friend and a business partner, Ali, who is originally from Egypt, so he knew the business landscape there. At the time, Egyptian people didn’t really have access to affordable and quality clothing items from major brands like H&M. Our goal was to bridge that gap.
We established warehouses in both Istanbul and Cairo, meticulously crafting the entire operation – from procuring merchandise in Turkey to transporting it to Egypt and finally selling it to our end customers. Just when things were falling into place and we were experiencing success, I had to step away from Branvee due to financial constraints. But Branvee still continues its operations.
After that, I eventually met Fabrikatör, an inventory management and optimization app for Shopify merchants. When I shared my background and my enthusiasm for building, my CEO, Bahadır, saw potential beyond simply joining the growth team at Fabrikator. Together, we started working on building D2CVille from scratch!
Showday: Moving on to your role in the D2CVille podcast, what is one of the most interesting stories you've heard from the brands you have interviewed so far? What are some key factors that you believe have contributed to their success?
BE: While I'm immensely thankful for all 21 of our podcast guests, I must admit I do have some personal favorites among those episodes. 😅
One episode that particularly stands out to me is our Bahadır's conversation with Kyle, founder of Swoveralls. It left a lasting impression because Kyle was remarkably candid about his financial struggles, which partly stemmed from his deliberate choice to collaborate with ethical producers and exclusively use sustainable fabrics. Moreover, his commitment to donating 1% of his revenue to the 1% For the Planet Foundation is truly commendable. What made it even more captivating was his innovative approach to launching a new collection by harnessing the power of crowdfunding.
Our chat with Bryan, the founder of Worn, left a significant impact as well. Worn's performance socks made from a patented merino variation are impressive in their own right. However, what truly stood out was Bryan's pragmatic perspective on the D2C landscape. I particularly resonated with his statement, "There is an opportunity to improve any market that has been commoditized. People expect nothing from a sock, but the second you give it a function, they love it." The man is really wise!
I can talk about this for hours because I find something special in the details of each of those 21 episodes. What they all seem to share is that the founders created brands with products designed to solve problems they personally experienced. This theme comes up repeatedly.
Showday: Building on that, have you noticed any common marketing strategies that successful D2C brands seem to share?
BE: It might sound a bit simple - and obviously I’m not a marketing expert, but sometimes we all need a reminder of the basics: the 4Ps of marketing (or maybe it's 6Ps now, but anyways). These are Product, Place, Price, and Promotion. When you look at the big success stories out there, you'll notice they all somehow incorporate these fundamental principles.
However, it seems to me that the most crucial factor is having an exceptional product – one that people genuinely love. After that, it all appears to be relatively straightforward to me. What really struck a chord with me was something our podcast guest, Chris (Marketing and Growth Manager of Just Vertical), mentioned:
“In this day and age, everything is so commoditized that, if you want to be genuine and authentic, you really have to be genuine and authentic. You can’t hack your way through this.”
Certainly, there is a huuuuugeeee list of things to do to persuade people to buy your product, but having a product that your customers genuinely love does make a significant difference.
Here is a tweet (sorry they’re called posts now) I liked the other day, from @flexiblefoodie.
Showday: Let's talk about the community aspect of D2C. From your experience, what are some actionable ways that D2C brand founders and leaders can build a strong community of advocates for their products?
BE: In a previous question, I mentioned that a common thread among successful D2C entrepreneurs is that they founded their companies to address problems they personally faced. Well, when you do that, connecting with potential customers becomes much simpler. Because you essentially align with your ideal customer profile.
From there, it's relatively straightforward to engage with your customers and make them feel like they're a part of something special. The key factors to consider include communicating with them, creating content that resonates with their needs, and being active in the same places they frequent.
That is what one of our podcast guests, Jennifer did. After being diagnosed with an autoimmune disease, she found relief in the benefits of kombucha tea. A few years later, she's now successfully running a kombucha tea D2C company called Rho Kombucha and has built a thriving community around her brand. Her active presence on social media also plays a significant role in fostering this sense of community.
There are undoubtedly different and effective practices for building a community, but this is the approach I've most frequently observed during my podcast interviews.
"…key factors to consider include communicating with them, creating content that resonates with their needs, and being active in the same places they frequent."
Showday: Switching gears a bit, video content has gained a lot of traction in e-commerce. How do you think this is reshaping the way consumers discover, engage with, and ultimately make buying decisions?
BE: The surge in video content is quite logical, isn't it? We make many more online purchases today than we did a decade ago, but online shopping still lacks the advantage of allowing you to physically connect with the product. When you can touch a product, you naturally gain a better understanding of it. It's as straightforward as that.
While you can't physically touch products online, when there's a video, it's naturally superior to 2D images.
Besides, our online consumption habits have become more video-centric. We tend to consume a lot of TikToks or reels on a daily basis and prefer video explanations over lengthy texts.
I come across many D2C websites that feature videos, particularly among the apparel brands. It seems like having videos on your website is becoming a standard practice in the industry. People tend to respond positively when you include videos, and they might view your brand less favorably if you don't.
Showday: Finally, looking beyond video, what emerging platforms or tactics do you see as pivotal in shaping the future of D2C marketing?
BE: Brand collaborations seem to be a winning strategy. I talked to Lynn from Masami Haircare in one of the episodes. She is also the founder of Conscious Beauty Collective where they do a lot of collaborations with other beauty and personal care brands. I know there are some great solutions out there matching brands for collaboration opportunities. Check them out!
Also, similar to Jennifer's case, having a personal brand as a founder can be quite beneficial. Nowadays, many entrepreneurs are also paying attention to their own Instagram, LinkedIn and Twitter profiles in addition to their brand's presence. It's worth noting that many brands and tools have experienced rapid growth when associated with a credible individual. So, consider investing in building your own name too!
—-
A sincere thank you to Berkay Erol for sharing his extensive knowledge and insights in D2C and e-commerce. Berkay's experiences and reflections highlight the importance of relentless innovation and persistence in navigating the e-commerce world. To stay updated on the latest trends and insights in D2C and e-commerce, connect with Berkay on LinkedIn,
Don’t forget to follow D2CVille and Showday on LinkedIn where we regularly share valuable content and updates. For more resources, including D2CVille podcast episodes check out this link. And last but not least, If exploring the potential of shoppable videos in your marketing strategies intrigues you, consider booking a demo with our team or downloading Showday from the Shopify App Store. Until next time!
Welcome to Showday’s E-commerce Wisdom, a series where we dig into the minds of industry experts to bring you invaluable insights on trending topics. Today, we bring to you a conversation brimming with inspiration and practical knowledge for those venturing into the vibrant world of Direct-to-Consumer brands and growth marketing.
We are excited to present Berkay Erol, the dynamic Growth Manager at D2CVille, known for his innovative ventures in the startup ecosystem and his commitment to nurturing a thriving community of D2C entrepreneurs and e-commerce mavens. In this conversation, we will explore Berkay’s multifaceted journey, his experiential wisdom in D2C marketing, wisdom he has gained from interviewing e-commerce leaders, and his forward-thinking insights into the future of e-commerce. Get ready to navigate through the realms of disruptive ideas with Berkay!
——
Showday: Before we dive into the nitty-gritty of D2C marketing strategies and community building, could you give us a brief overview of your personal journey? What key experiences have shaped your career in e-commerce, especially as a growth marketing manager for an e-commerce SaaS company?
BE: I have always had an interest in startups at all stages even back in the university days. Even then, I knew I wanted to build my own thing, but without any idea about what that thing would be. So I tried building a couple of stuff with my friends, though ultimately most of them failed.
We built a B2C mobile app that was going to disrupt the market of booking and paying for sports facilities.This turned out to be a doomed idea as no one really needed an app for booking for a tennis court - they just called the facility owner! Also, owners of those sports facilities were not the most open to the innovation 😅.
But probably the experience that has shaped my career the most was the time we built Branvee, a closed marketplace D2C business that was all about buying apparel items in Turkey and selling them in Egypt. I had a great friend and a business partner, Ali, who is originally from Egypt, so he knew the business landscape there. At the time, Egyptian people didn’t really have access to affordable and quality clothing items from major brands like H&M. Our goal was to bridge that gap.
We established warehouses in both Istanbul and Cairo, meticulously crafting the entire operation – from procuring merchandise in Turkey to transporting it to Egypt and finally selling it to our end customers. Just when things were falling into place and we were experiencing success, I had to step away from Branvee due to financial constraints. But Branvee still continues its operations.
After that, I eventually met Fabrikatör, an inventory management and optimization app for Shopify merchants. When I shared my background and my enthusiasm for building, my CEO, Bahadır, saw potential beyond simply joining the growth team at Fabrikator. Together, we started working on building D2CVille from scratch!
Showday: Moving on to your role in the D2CVille podcast, what is one of the most interesting stories you've heard from the brands you have interviewed so far? What are some key factors that you believe have contributed to their success?
BE: While I'm immensely thankful for all 21 of our podcast guests, I must admit I do have some personal favorites among those episodes. 😅
One episode that particularly stands out to me is our Bahadır's conversation with Kyle, founder of Swoveralls. It left a lasting impression because Kyle was remarkably candid about his financial struggles, which partly stemmed from his deliberate choice to collaborate with ethical producers and exclusively use sustainable fabrics. Moreover, his commitment to donating 1% of his revenue to the 1% For the Planet Foundation is truly commendable. What made it even more captivating was his innovative approach to launching a new collection by harnessing the power of crowdfunding.
Our chat with Bryan, the founder of Worn, left a significant impact as well. Worn's performance socks made from a patented merino variation are impressive in their own right. However, what truly stood out was Bryan's pragmatic perspective on the D2C landscape. I particularly resonated with his statement, "There is an opportunity to improve any market that has been commoditized. People expect nothing from a sock, but the second you give it a function, they love it." The man is really wise!
I can talk about this for hours because I find something special in the details of each of those 21 episodes. What they all seem to share is that the founders created brands with products designed to solve problems they personally experienced. This theme comes up repeatedly.
Showday: Building on that, have you noticed any common marketing strategies that successful D2C brands seem to share?
BE: It might sound a bit simple - and obviously I’m not a marketing expert, but sometimes we all need a reminder of the basics: the 4Ps of marketing (or maybe it's 6Ps now, but anyways). These are Product, Place, Price, and Promotion. When you look at the big success stories out there, you'll notice they all somehow incorporate these fundamental principles.
However, it seems to me that the most crucial factor is having an exceptional product – one that people genuinely love. After that, it all appears to be relatively straightforward to me. What really struck a chord with me was something our podcast guest, Chris (Marketing and Growth Manager of Just Vertical), mentioned:
“In this day and age, everything is so commoditized that, if you want to be genuine and authentic, you really have to be genuine and authentic. You can’t hack your way through this.”
Certainly, there is a huuuuugeeee list of things to do to persuade people to buy your product, but having a product that your customers genuinely love does make a significant difference.
Here is a tweet (sorry they’re called posts now) I liked the other day, from @flexiblefoodie.
Showday: Let's talk about the community aspect of D2C. From your experience, what are some actionable ways that D2C brand founders and leaders can build a strong community of advocates for their products?
BE: In a previous question, I mentioned that a common thread among successful D2C entrepreneurs is that they founded their companies to address problems they personally faced. Well, when you do that, connecting with potential customers becomes much simpler. Because you essentially align with your ideal customer profile.
From there, it's relatively straightforward to engage with your customers and make them feel like they're a part of something special. The key factors to consider include communicating with them, creating content that resonates with their needs, and being active in the same places they frequent.
That is what one of our podcast guests, Jennifer did. After being diagnosed with an autoimmune disease, she found relief in the benefits of kombucha tea. A few years later, she's now successfully running a kombucha tea D2C company called Rho Kombucha and has built a thriving community around her brand. Her active presence on social media also plays a significant role in fostering this sense of community.
There are undoubtedly different and effective practices for building a community, but this is the approach I've most frequently observed during my podcast interviews.
"…key factors to consider include communicating with them, creating content that resonates with their needs, and being active in the same places they frequent."
Showday: Switching gears a bit, video content has gained a lot of traction in e-commerce. How do you think this is reshaping the way consumers discover, engage with, and ultimately make buying decisions?
BE: The surge in video content is quite logical, isn't it? We make many more online purchases today than we did a decade ago, but online shopping still lacks the advantage of allowing you to physically connect with the product. When you can touch a product, you naturally gain a better understanding of it. It's as straightforward as that.
While you can't physically touch products online, when there's a video, it's naturally superior to 2D images.
Besides, our online consumption habits have become more video-centric. We tend to consume a lot of TikToks or reels on a daily basis and prefer video explanations over lengthy texts.
I come across many D2C websites that feature videos, particularly among the apparel brands. It seems like having videos on your website is becoming a standard practice in the industry. People tend to respond positively when you include videos, and they might view your brand less favorably if you don't.
Showday: Finally, looking beyond video, what emerging platforms or tactics do you see as pivotal in shaping the future of D2C marketing?
BE: Brand collaborations seem to be a winning strategy. I talked to Lynn from Masami Haircare in one of the episodes. She is also the founder of Conscious Beauty Collective where they do a lot of collaborations with other beauty and personal care brands. I know there are some great solutions out there matching brands for collaboration opportunities. Check them out!
Also, similar to Jennifer's case, having a personal brand as a founder can be quite beneficial. Nowadays, many entrepreneurs are also paying attention to their own Instagram, LinkedIn and Twitter profiles in addition to their brand's presence. It's worth noting that many brands and tools have experienced rapid growth when associated with a credible individual. So, consider investing in building your own name too!
—-
A sincere thank you to Berkay Erol for sharing his extensive knowledge and insights in D2C and e-commerce. Berkay's experiences and reflections highlight the importance of relentless innovation and persistence in navigating the e-commerce world. To stay updated on the latest trends and insights in D2C and e-commerce, connect with Berkay on LinkedIn,
Don’t forget to follow D2CVille and Showday on LinkedIn where we regularly share valuable content and updates. For more resources, including D2CVille podcast episodes check out this link. And last but not least, If exploring the potential of shoppable videos in your marketing strategies intrigues you, consider booking a demo with our team or downloading Showday from the Shopify App Store. Until next time!