Where should you focus your e-commerce strategy?
Enterprise Nation
Posted: Fri 5th Sep 2025
With so many e-commerce channels to choose from, it can be overwhelming to decide where to focus your time and budget.
Led by Carina McLeod, this session explores the key differences between selling on Amazon, building your own direct-to-consumer (D2C) website and tapping into emerging platforms like TikTok Shop.
Carina covers the pros and cons of each, what it takes to succeed on them and how to align your channel strategy with your brand goals, resources and stage of growth.
Whether you're starting out or looking to scale, the talk will offer a practical framework to help you make smarter, more confident investment decisions.
Topics covered in this session
The key differences between e-commerce platforms and selling direct to consumer
How to tap into emerging platforms like TikTok Shop
How to bring your channel strategy into line with your brand goals
About the speaker
Carina is a leading e-commerce strategist with over 20 years of experience, including seven years at Amazon and the last decade growing brands through her agency, eCommerce Nurse.
Her team of ex-Amazonians and digital experts supports brands across Amazon, TikTok Shop, social commerce and D2C websites.
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