In this episode of The Ecommerce Braintrust, Kiri Masters is joined by Tsege Gebreyohannes, Sr. Manager of Digital & Experience from Nature's Way Canada. They talk about how Nature's Way battles random factory brands on Amazon. Tsege shares her experience of noticing the emergence of factory direct brands and the impact they had on Nature's Way's business. The episode provides insights into the strategies employed to combat these new competitors and how the organization adapted its approach to tackle the challenge.

Make sure you tune in to find out more!

As the Sr. Manager of Digital & Experience, Tsege manages both the Ecommerce side of the business as well as overall digital strategy and execution for the organization. She now manages a varied team made up of ecommerce salespeople, digital content including social media, and our customer service experience, her background has been in traditional CPG brand marketing, and before that she came from an advertising agency background. Tsege has been with Nature's Way Canada now for almost 8 years.

In today's episode, Kiri, and Tsege discuss:

• Impact of factory direct brands on traditional CPG brands

• Underestimation of smaller brands in the ecommerce space

• Adapting content, advertising, and messaging to counter the competition

• Evaluating competitive strategies across different sales channels

• The importance of understanding the retail ecosystem and the role of Amazon

• Lessons learned and advice for brands facing similar challenges