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Recently I had the chance to sit down with Brian Anderson, Founder of Dem Vibes, and discuss his experience starting an e-commerce business. Dem Vibes is a leading brand for high quality EDM inspired clothing. Brian started Dem Vibes in April 2015 and in less than 6 months into the top 2% of Shopify stores for growth performance and traffic. During our conversation, we explored how Brian got started with Dem Vibes and some of the advice he wish he had received when first getting off the ground. In this article, we'll look at four key take-aways from that conversation that...

Customers don't buy products, they buy stories. They have particular brands they love not because of their logos, but because of the stories they tell. They act as brand ambassadors and share content (for free) because of the stories embedded within that content. An often-cited example of the impact storytelling has on e-commerce is that of the Significant Objects project ( by Rob Walker and Joshua Glenn. Rob and Josh purchased a collection of random knick-knacks for $129 and used professional writers to craft unique backstories for each product before placing them on eBay. The result was turning that $129...