This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

Community Is Key in Building a Multimillion Dollar E-commerce Company Community-focused programming helps create a cult of loyalty for your e-commerce company.

By Mike Schmidt

Opinions expressed by Entrepreneur contributors are their own.

Sarah Mason | Getty Images

Any business book or LinkedIn coach will tell you that you need a great product, supply chain, and distribution strategy for your e-commerce business. That's all true, but oftentimes direct to consumer brands miss one big strategic focus — community development. Companies like Glossier treat their customers as influencers. BestBuy has an exclusive network of "Tech Insiders." Curology has a community strategy directly embedded into their business model and Sephora has their #SephoraSquad that redefines what an influencer is to a modern brand. All of these organizations have employees that lead their community efforts, and it's working.

Related: 12 Awesome Tips From Ecommerce Experts

What "community" means