How punk can propel ecommerce brands

Take risks, and stand out in a sea of sameness

In the rapidly evolving world of e-commerce, a radical shift in mindset is needed to stand out against fierce competition and cater to changing consumer behaviours. The cookie-cutter approach of days gone by is no longer fit for purpose. It can’t meet the demands of today’s consumers.

I was 10 years old when I first picked up a guitar and fell in love with punk. What’s this got to do with e-commerce?

There are important lessons to be learned from punk subculture and how it breaks through elitism and levels the playing field. With punk, you pick up a guitar, you’re a guitarist. Everybody is welcome to make noise, start a riot and rebel against the mainstream. And so, in this analogy, e-commerce brands also need to break away from industry norms and make noise by challenging traditional business models and strategies. Technology like Shopify Plus acts as a great leveller for challenger brands, big and small, who are looking to punch above their weight and take on the industry giants.

In this sense, by embracing punk qualities — like a spirit of rebellion and nonconformity — e-commerce brands can draw inspiration to differentiate themselves, foster authentic connections and drive success in a constantly changing digital landscape.

Standing out in a sea of sameness

The digital landscape is in a constant state of flux. With trends and technologies evolving faster than ever, standing still simply isn’t an option for e-commerce brands. But the play-it-safe mindset that comes naturally to us all means it can be harder (and takes time) to adapt to change, causing brands to be rooted to the status quo.

By becoming a part of this sea of sameness, brands risk becoming outdated, with limited potential for the rapid and transformative growth that can disrupt markets and outpace competitors. Instead, brands need to adopt a punk mindset by taking risks and pushing boundaries to create a unique brand identity. That means embracing a DIY attitude and daring to be different. Prioritise authenticity and defy industry norms to capture attention, provoke engagement and ultimately scale your e-commerce brand.

Dare to do

Let’s face it. It’s daunting to leave the safety of the pack. But as Founder and Managing Director of an independent agency I get what it’s like to be a challenger brand seeking to stand out.

The first step is daring to disrupt. This is where the DIY spirit of punk culture aligns perfectly with the entrepreneurial journey of e-commerce brands. By actively seeking out complicated issues and taking on challenges that more traditional agencies walk away from, brands can take ownership of every aspect of their business, foster resourcefulness, self-reliance, and a willingness to learn from failures. That’s what will empower them to overcome obstacles and thrive in the face of adversity.

From there, brands can seek out their tribe of like-minded individuals, who share their rebellious outlook, cultivating a strong sense of community and loyalty among their customers, workforce, and stakeholders alike. It’s not long before this loyal following becomes a force multiplier that drives word-of-mouth marketing and organic growth. Brands that cling to outdated notions of safety risk becoming obsolete in a world that demands boldness, innovation, and resilience. Embracing an anti-establishment mindset doesn’t mean reckless rebellion, but rather a calculated one against complacency and convention.

In this new era of disruption and opportunity, it’s time for e-commerce brands to shed their old skin and embrace a future where the only limit is the boundary of their imagination. By adopting a punk mindset, businesses can level the playing field, smash up the status quo and set the world alight.

Featured image: Natalie Parham / Unsplash

Gary Carruthers, MD & Founder, Underwaterpistol

As Founder of leading Shopify Plus agency Underwaterpistol, Gary has over 20 years of experience in the digital space. With a background in web design and development, he's well-versed in harnessing the power of technology to drive the growth of online businesses. Now, he focuses his time on exploring new technologies and opportunities that can be leveraged to help clients succeed

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