A Shopify Podcast To Grow Revenue And Loyalty
Welcome to eCommerce Fastlane. Today, my guest is Dylan Lam, the Founder of Omirank.
In this episode, Dylan shares his expertise on the “art of unconventional launch” and reveals his unique approach to Amazon selling that turns traditional ecommerce wisdom on its head.
The Challenge with Traditional Amazon Selling
Dylan addresses the common pitfall of relying solely on tools like Helium 10 and Jungle Scout, revealing why 70% of sellers fail without proper validation. He introduces a comprehensive 4-step validation process essential for successful product launches.
Throughout our conversation, we explore:
- The four crucial steps of product validation
- Building brand presence outside Amazon
- Leveraging external momentum for platform dominance
- Strategic use of Kickstarter for community building
- Managing rising PPC costs effectively
- Capitalizing on TikTok Shop opportunities
Whether you’re an Amazon seller, Shopify merchant, or multichannel retailer, this episode offers valuable insights to help you validate, launch, and scale your products successfully.
This is Dylan’s Story:
Dylan Lam is the founder of Omirank, a growth marketing agency that has revolutionized the approach to Amazon selling and product launches. His journey began in 2014 during his university years when his growing commitment to ecommerce nearly derailed his dissertation. Starting with manual operations on eBay, Dylan spent his early days physically carrying up to 40 parcels daily to the Royal Mail office, learning the fundamentals of ecommerce operations firsthand.
Recognizing the limitations of manual fulfillment, Dylan made a strategic pivot to Amazon FBA, which proved to be a transformative decision. This transition allowed him to focus on scaling rather than getting bogged down in day-to-day logistics. Through years of experimentation and data analysis, he developed what he calls “the art of unconventional launch” – a methodology that challenges traditional Amazon selling wisdom.
What sets Dylan apart is his counterintuitive approach to Amazon success. While most sellers focus solely on Amazon’s internal ecosystem, Dylan advocates building a brand presence externally first and then leveraging that momentum to dominate the platform. His strategy emphasizes the importance of community building and multi-channel presence before the Amazon launch.
As the founder of Omirank, Dylan has transformed the company from a traditional PPC service provider into a comprehensive launch and scaling agency. Starting as a one-person operation in 2017, the company has grown to employ over 50 team members and has helped launch and scale more than 200 profitable brands worldwide.
Key Takeaways From Our Conversation:
1️⃣ The Four-Step Validation Process: Dylan emphasizes the critical importance of proper product validation before launch. His process includes engagement testing through Facebook polls, audience validation, data analysis, and commitment testing through pre-launch orders.
2️⃣ External Traffic Strategy: Rather than fighting for visibility within Amazon’s ecosystem, Dylan advocates building brand presence externally first. This approach provides consistent sales signals to Amazon while creating sustainable customer relationships.
3️⃣ Community Building Through Kickstarter: Dylan reveals that Kickstarter is more than just a funding platform—it’s a powerful tool for building engaged communities and acquiring customer emails to grow a brand long-term.
4️⃣ TikTok Shop Opportunities: With the rise of social commerce, Dylan shares insights on leveraging TikTok Shop’s creator economy and commission-based structure for brand growth.
5️⃣ PPC Cost Management: Dylan explains strategies for maintaining profitability through external traffic sources and email marketing as advertising costs rise.
Episode Summary:
Product Validation Framework
- Four-step validation process for new products
- Importance of engagement testing before launch
- Strategies for audience identification and validation
External Traffic and Brand Building
- Building a presence outside oof Amazon
- Leveraging external momentum for platform success
- Email list building and utilization
Social Commerce Integration
- TikTok Shop implementation strategies
- Creator economic opportunities
- Commission-based marketing approaches
Operational Efficiency
- Managing rising PPC costs
- Email marketing strategies
- Community building techniques
Links and Resources Mentioned
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