I am beta launching my e-commerce platform.
Instead of a brand starting a store front with bunch of products, idea is to create multiple smaller but highly targeted shops towards a buyer persona. Build a community around that persona followed by shop and products. This has 2 major advantages:
Advertising: Brand can target segmented audience with ads with high precision and redirect them to relevant brand community shop.
Brand Equity: By emphasizing on community and content first, that is specific to target audience, brand's value is greatly increased and the community acts like a social proof which helps sell products in the shop.
I am very interested to know what you think!