How are e-commerce brands fostering community in the heat of the pandemic?

As humans, we are bound to be social creatures. Humans crave acceptance by other humans at every stage in their lives and this results in the formation of communities or societies. By this trait, we often tend to make communities based on the unity of interests, objectives, or even basic lifestyles. In the midst of great misery, it is always important to seek out therapists and innovators. Amid the closure of many businesses and threats industry workers and government officials face on a daily basis, the COVID-19 pandemic has hit the e-commerce industry hard. In today's corporate world, cities are a must. We believe that there are different areas of involvement in a community that is critical to any business. In the corporate world of the contemporary, a community is much of a desideratum.

  • Profuse Ideas: A community is set up by people. Individuals from diverse backgrounds share the same aim. People help in brainstorming the ideas for the cause of the business. They arrive at an optimum conclusion after processing and acknowledging various concepts and notions provided by the members of the community. Members of the community can participate in numerous ways in the development of the business and also prove to be beneficial in the potential growth of the business.

  • The Connections : AWhen we have a community of members with assorted backgrounds, we divulge a lot of connections and contacts. We connect our business to various parties in the connections of the members of the community. Interactions with the members will help involve a substantial network which eventually leads to a trustworthy reputation of the business in the market.

  • Future Assistance: Be it business or life, it’s never really an individual who is successful – It’s always ‘WE’. We can’t perdure for long in the world, alone. We need assistance. Especially in business, having contacts in various organizations, to apprise people of authority could definitely serve the positive proliferation of the business. Members of a community are willing to help each other. Assistance could be financial, influential, even emotional if necessary.

  • The knowledge: When I said a community consists of people, I even meant people with great experience, some cognoscenti of a specific field, or someone who is at a higher authority. They might be old or young, but they know certain things that every entrepreneur must know about. Their education, their values, and their ultimate guidance are worth the development of the business.

  • Networks/ Leads/ Awareness: What could you do in a group of people who share the same interest or the same value or the same ultimate goal? The possibilities are endless and this is one of the crucial reasons why a community is a necessity in any business. A business could promote its products, could escalate its brand awareness effectively and effortlessly which is also a vital initial step for growing the business.

  • Let us take the example of those who spend time reminding their community and their peers about what it means to be a community.

  • Beer Hawk declares they will donate a portion of each of their sales to an organization that helps out of work restaurant workers during the

    Beer Hawk, as an online alcohol producer, was honored to see good sales during the COVID-19 pandemic. The retailer announced that it is sacrificing part of its sales organization, which helps unemployed restaurant workers. With the pandemic hitting the service industry so hard, Beer Hawk knows they need to support their coexistence as more fortunate members. Offering part of its healthy sales, which helps people who usually share their difficulties, the brand demonstrates solidarity and helps to raise its co-ownership in all possible ways.

  • LVMH, Brew Dog, and INEOS get into the hand sanitizer making and selling business to meet demand.

    Some brands that have this capability have stopped manufacturing and distributing some of their regular products to focus on hand sanitizer. The hand sanitizer supply chain was overwhelmed by the sudden boom in demand for products with people being asked to wash their hands more thoroughly. Everything from luxury goods companies to chemical companies to craft breweries has moved on to the antibacterial production line. By moving completely to new product types, these brands are showing that they are willing to adapt and help their community when needed.

  • Dyson pledges to contribute 10,000 ventilators to the UK government in order to do their part in fighting the virus.

    Sir James Dyson, the founder of the Dyson technology company, immediately too is k action when he realized what was happening. The brand has promised 10,000 fans to offer to the UK government as their factories are able to create these without major changes. The engineer created a completely new design that he found to be the most efficient and effective for his teams; proving that Dyson is here for his community when needed.

  • Squareshot, an ecommerce product photography service, is offering $100 of its services to help suffering small ecommerce businesses.

    Squareshot, a New York City online store photography service, is offering a $100 discount on all new customer orders. The company itself is a small business and has said they understand the economic pain the pandemic is causing, so they want to do what they can by supporting small businesses in online shopping.

  • Donald Russell optimizes their online store’s performance to keep up with increases in traffic and demand.

    Donald Russell, the online meat retailer, has seen an exponential increase in their orders and sales during the coronavirus outbreak. In order to maintain a seamless and valuable customer experience, the brand has implemented new tactics and measures in order to meet the newfound demand for its product. The online meat retailer has implemented informative pop-ups, up-to-date shipping information via banners, and much more into their onsite experience in order to ensure customers are having as easy of an experience as possible.

  • Slack and Adore Beauty join together to create an ecommerce “war room” where brands and online retailers can share insights.

    Slack has joined forces with Australian cosmetics brand Adore Beauty to facilitate an “ecommerce war room” where hundreds of ecommerce brands have come together to share insights and discuss challenges during the COVID-19 outbreak. Adore Beauty founder Kate Morris has gone out of her way to thank Slack for its participation and has publicly discussed the success and helpfulness of the community. This is a pure example of eCommerce brands coming together as a community with the help of a software company.

  • Pure Waste begins to manufacture stylish face masks in order to help with demand and keep people safe.

    Similar to how brands have begun to produce hand sanitizer, fashion retailer Pure Waste has begun manufacturing stylish face masks to help meet demand. Health organizations across the globe are telling regular citizens to cover their faces when out in public, which has led to a shortage of all kinds of face masks. Pure Waste has gone out of its way to pivot into manufacturing face masks in order to help with demand and do its part in keeping the global community safe.

  • Shopware, a German e-commerce platform, has banded together with e-commerce companies to create a LinkedIn support group for sharing helpful information.

    Marcus Diekmann, Tim Böker, and Sebastian Bomm (ROSE Bikes) teamed up with Anna Weber and Jan Weischer, Vera Vaubel, and Shopware to discuss their problems in these difficult times. The community has grown tremendously since then and now shares information on state aid and funding programs, the federal government, the EU, banks, KFW, and other institutions. They also talk about stock market liquidity programs and tax exemptions. Finally, they discuss creative ways to create strategies and navigate the economic crisis to secure their future as a company.

  • Heinz takes its canned goods direct-to-consumer for the first time with free delivery to frontline workers.

    Heinz, one of the most famous food processing companies in the world, has announced they are selling their canned products direct-to-consumer for the first time in the UK. The brand also said they will be delivering canned goods to frontline workers in the UK for free through this new initiative. This is a perfect example of a brand doing its part and quickly pivoting its strategy to help meet the needs of the community.

  • Shopify is offering an extended 90 day free trial and their email offering for free to merchants.

    Finally, Shopify is offering an extended 90-day free trial to new customers and a free email service until October. Software companies help many small and large e-commerce businesses achieve their goals and take action to show they are for the same community even in difficult times. This example shows a real bridge between an e-commerce company and an e-commerce technology that is ultimately part of a community.

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