When we think of successful ecommerce brands, flashy images pop into our heads: trendy clothes from Gymshark, elaborate skincare serums bought on Ulta.com, or Tiktok-viral snack boxes. These are the examples I see every day on LinkedIn in dozens of posts, as people tend to focus on the “sexy” side of retail, products that say lifestyle, luxury, or impulse buys.
But let me tell you, what you see on LinkedIn is a small fraction of the ecommerce world. The largest part is flying under the radar. Few people think of the utilitarian items, like industrial cleaners, hardware essentials, or maintenance supplies that we need in our homes and businesses. In fact, B2B transactions alone are projected to account for over 80% of global ecommerce volume by 2027, making B2C look small.
Neglecting their digital strategy is a huge mistake many companies make, thinking they don’t belong in that space. Today, I want to do a mini case study on one company that did not make this mistake: WD-40.
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