The conversation in most ecommerce businesses right now is about which channels to double down on. Meta is getting more expensive. CAC is going up. Every dollar of paid spend aimed at reaching a customer who hasn't found you yet.

But some of those customers have already found you. Through a different door.

Right now someone is buying your jacket secondhand on eBay. Someone is renting your dress through a peer-to-peer platform. Someone is picking up your shoes from a Facebook buy-swap-sell group. For many of those people, that's their first real experience of your brand. That's acquisition. It's just acquisition you're not in.

In this playbook, we cover three things ecommerce operators can take into their business:

• Your secondary market is already running without you
• Secondary buyers aren't defectors. They're the top of your funnel.
• The brand experience of the secondary sale is yours to own or lose
  
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