How the paradox of choice affects consumer decisions
Every morning I go to the store to buy fresh groceries for the day. My trips are typically pretty quick — 4 to 6 minutes in the store — as I grab some protein and vegetables and self-checkout.
At my store, the meat and produce sections are on opposite sides of the building. Today, as I was walking after picking up my chicken, a sign promoting a new brand of potato chips caught my eye.
Now craving chips, I stopped and turned into the aisle. It had been a while since I’d last bought chips, and the number of brands…
Launching an e-commerce brand can be one of the most exciting experiences for a founder. The appeal of using a direct-to-consumer (DTC) model is also clear: the barrier to entry is lower, it’s a great way to test your product, and you can start small with a limited product line and pivot relatively easily based on feedback.
But those same characteristics bring risks as well. On average, 40% of all product launches fail; it’s becoming increasingly difficult to win the trust and build loyalty in a crowded market where the competition is so intense.
“It’s never been easier to start…
Jerry Feng
Curious human. Head of Marketing @ an education tech startup. Probably wearing joggers + a hoodie. More writing: feng.substack.com
