The TikTok-ification of E-Commerce - Return on Podcast Ep. 28 with Liran Hirschkorn

In this episode of Return on Podcast, Tyler Jefcoat and Liran Hirschkorn talk differentiation, influencer partnerships, and the power of changing your mindset.

After growing and selling an Internet life insurance agency in 2014, Liran Hirschkorn decided to get involved in e-commerce and selling on Amazon. Liran started several ecommerce brands that have sold millions of dollars on Amazon since. Today Liran is widely followed as a thought leader and speaker on marketing and selling on Amazon and is CEO of Incrementum Digital - an Amazon Focused Marketing Agency, and an advisor to 8fig.co which helps brands with supply chain tools and growth capital. He lives in Long Island, New York with his wife and 2 kids.

Liran's contact links:
LinkedIn - https://www.linkedin.com/in/liranhirschkorn/
https://incrementumdigital.com/

Also mentioned in this episode:
Traction - Gino Wickman

Welcome to Return on Podcast, the show where we help e-commerce sellers improve their ROI in business and in life. Hosted by Tyler Jefcoat and in affiliation with Seller Accountant, Return on Podcast aims to leave listeners with new insights and actionable life and business hacks at the end of each episode.

0:00 Episode start
1:15 Liran Hirschkorn intro
1:59 Liran’s story
4:52 The entrepreneur “a-ha” moment
6:16 Incrementum Digital as a full-service agency
7:36 What’s working on Amazon in 2022?
8:18 Differentiation is key
11:20 “You have to be good at stuff to be good at stuff.”
12:17 Why the recent crop of aggregators has largely failed
14:04 The rise of the right-brained product developer
15:58 Getting traction off Amazon
17:53 Repurposing content for Amazon
19:14 The renaissance of the customer-focused brand
20:28 The TikTok-ification of social media
23:19 Products with social media appeal
24:48 Leveraging influencer partnerships as brand content
26:27 TikTok as a sales channel
27:45 E-commerce existential crises
28:50 Reverse engineering your influencer partnerships
31:31 Optimizing for Buy with Prime
34:01 “Blocking and tackling meets vision for the future”
36:26 The influencer’s core business
37:01 Traction EOS
41:15 Hiring an outside objective leadership coach
43:05 Return on Podcast - Hacks and Habits
43:50 Habit #1 - Practicing gratefulness
44:45 Habit #2 - Trying not to be reactionary
46:49 Getting in touch with Liran