What do you do if your short-term sales targets are conflicting with your long-term business strategy?

When faced with pressure to drive sales, it's essential to pause and consider the potential consequences of prioritizing short-term gains over long-term strategy. Ask yourself: do these actions align with your brand values and customer expectations? Will they potentially damage customer trust or your brand reputation? Remember, in e-commerce, your reputation and customer relationships are hard-won assets that take time to build but can be quickly compromised. Prioritize sustainability and transparency in your sales tactics to ensure long-term success and customer loyalty.

In ecommerce you always have to think in the long term. Always. It is true that if you only think in the long term, you may not get there, because your online store needs sales now. But there are certain channels that you can have a good balance: -Email Marketing: I recommend you for every 4 mails that bring value, do not send more than 1 sales-oriented. -Branding: Branding never hurts. And giving a good brand image will not subtract sales in the short term, but it will add them in the long term. These two are the basics. For me, promotions, web design, advertisements and others, are part of Branding. If you do it right, thinking in the long term should not subtract sales in the short term.

Identify specific areas where conflicts arise, such as brand reputation, customer loyalty, or operational sustainability. E-commerce looks forward to long-term goals, but to achieve them need to go step by step, and analyse what's causing the ultimate goal and how to overcome.

We can explore innovative approaches to achieve sales goals while staying true to the core objectives of the long-term plan. By diversifying product offerings, exploring new market segments, or identifying more cost-effective marketing channels.

For me, an excess of promotions always depreciates the brand. It positions you as a low-cost brand or a brand that people will buy because of the price. Not for the value. That's why you have to be very careful with promotions. With proper branding, you can generate all those sales in fewer periods. For example, instead of doing a promotion every two days, do it only occasionally for BF. I assure you that if you do it right, in BF, you will multiply your sales

Utilize limited time offers or exclusive deals to create a sense of urgency and drive sales momentum. Design promotions that add value to the customer experience without diminishing the perceived value of the product

Implement loyalty programs and engagement initiatives. Encourage repeat purchases through personalized experiences and rewards. Use data-driven insights to refine short-term sales tactics and inform long-term strategic decisions, for continuous improvement.

Ecommerce is like any other business, only it is much more visible. Our products are continuously exposed. Our ads. Our website. Our website. That's why standing out from the rest is always a good thing. And for that, the best thing to do is to innovate. There are bigger and smaller innovations, but any of them, if you do it correctly, will be positive, since it will make you stand out. Start with small innovations that generate big changes.

Do SEO. Do Ads. Do Email Marketing. Build your brand. Do it all, but do it well. Many brands focus ALL their efforts on ads. On web. On promotions. That's great, but you depend only on paying. Improve your recurrence rate, your aov, create non-paid traffic... And obviously, help yourself with ads. Otherwise, you won't be able to reach the next level with your ads.