Geometry of Growth, Issue #74

Hi friends!

How is everyone doing? I know for US folks, things have been pretty crazy with the tariff changes.

In case you missed it, I’m super excited to share our brand new Tariff Resource Hub. With all the uncertainty swirling around shipping costs and import duties, we wanted to create a one-stop shop for everything you need to navigate these choppy waters. Whether you need supply chain guidance, financial advice, or accounting support, we've packed this hub with FAQs, expert insights, and partner recommendations to help you stay ahead of the curve.

In other exciting news, we've got TWO killer events coming up next week that I'd absolutely love to see you at…

(4/16 - Virtual) 20+ DTC Leaders: CX, But Make It Profitable: Our latest Singularity Series webinar is bringing together leaders from the biggest names in DTC (think Unilever, RIDGE, Glossier, Caraway, Tushy, Honeylove, and more) to share their top tactics for improving customer experience while maintaining healthy margins. Even if you can't make it live, make sure to RSVP so you get the recording straight to your inbox! 💌

(4/17 - NYC) Modern Tactics for Scaling in 2025: We're teaming up with Meta & Hype10 for a day of forward-thinking sessions led by some of the most recognizable names in DTC marketing. You'll hear from founders and leaders at Dagne Dover, Marine Layer, 1906, Dose, FULTON, Motion, and more – plus there's a happy hour afterward! The best part? It's completely free to attend.

Onto this week's newsie! 💃

In this edition: Three Ships Beauty's sleek skincare shopping experience, a DTC electric range, how agentic ecommerce is reshaping brand strategy, and Zero Waste's epic journey from $6K to $2 MILLION in sales.

Hope you have an awesome weekend.

Cheers,
Lex 💚

🛒 Store of the Week

Three Ships Beauty

This week’s featured store comes from Three Ships Beauty, a Canadian skincare brand founded in 2017. Three Ships’ mission is all about redefining “natural beauty” by offering affordably priced science-backed, plant-derived formulations that are also sustainably packaged.

I picked Three Ships as the feature this week because I was genuinely impressed by how they stay true to their branding and ethos while simultaneously infusing CRO & consumer psych best practices into their shopping experience.

Some of my favorite elements include:

• Homepage/Offer & CTA → I dig the Earth Month H1 setup they have going here - a CTA button that directs to their best sellers page paired with free GWP messaging. I also like the contrast & pace of the scrolling offer banner (global).

• Homepage/Next Level Natural Results social proof section → Very classy implementation of some old-school direct response advertising principles. Great, crisp before & after UGC images with customer testimonials. Compelling and the placement is impossible to miss.

• Homepage/Skincare made from Upcycled Ingredients → Great placement of award-winning badges on product cards. Product card setup in general is very strong here with title, quick description, avg star reviews & number of reviews, and then the add to cart button. I like that the image is dynamic on hover, too, giving you a closeup of the product itself.

• Homepage/quiz module → Y’all know I’m a big fan of quiz funnels, especially in the skincare space. Option to either take a 1-minute product recommendation quiz or do a virtual skin consultation here. Awesome.

• Homepage/Shop by Benefit → Clear and easy-to-navigate section. I consider this a must-have section for anyone in beauty or wellness.

• Homepage/Radically Transparent → Links to a super neat “ingredient glossary” with detailed information on product ingredients, sources, target skincare concern, certifications, etc. Big fan of this. Huge for trust building.

• Navigation/Shop → Smart setup here allowing visitors to shop by product, skin type, product benefit, or explore bundles. I’ve said it before & I’ll say it again… you should always be nudging shoppers towards your bundle options. Always.

• Sustainability Page → For shoppers particularly interested in shopping sustainably, Three Ships offers a whole page explaining their sustainability efforts. This page features their EWG Verified skincare products, breaks down the brand’s sustainability efforts, and digs into their waste reduction partnership with Pact.

Big fan of what Three Ships has going on here!

⚓️ Check out Three Ships Beauty’s sleek skincare shopping experience here.

🛍 Product of the Week

Charlie by COPPER Electric Range

Ever wish your stove was as smart as the rest of your kitchen? Get ready to meet Charlie. COPPER's Charlie is the world's first energy-storage-equipped induction electric range, and it's about to make your gas stove look like ancient technology.

This isn't just another electric range. Charlie packs a built-in battery that gives you serious cooking power when you need it without overloading your home's electrical system. Even better? It'll keep cooking when the power goes out – enough juice for 3-5 meals during an outage.

Beyond the cool tech, this thing is a cooking powerhouse. Boil water at lightning speed or melt chocolate directly in the pan (no double boiler needed). The cooktop stays cool to the touch (major win for parents of curious kiddos), while dual precision sensors maintain perfect oven temperatures from 80°F all the way up to 550°F.

Beyond the cooking perks, switching to induction means saying goodbye to all those nasty gases from traditional gas stoves. No more methane leaks, benzene emissions, or increased asthma risks. Just clean, efficient cooking.

The downsides? Wait time and cost. Order today and you're looking at June 2025 delivery for stainless steel, or August 2025 for those extra-unique blue & white models. As for price, even after the 30% federal tax credit here in the US, you're looking at around $4,200 – definitely on the uber premium end.

⚡ Cook smarter (and cleaner) with the Charlie range here.

📖 Content of the Week

The AI shopping revolution: How agentic e-commerce is reshaping brand strategy, by Fast Company

Been hearing a lot about “agentic ecommerce” and not quite sure what it means or why it matters? This article is for you.

Essentially, agentic ecommerce refers to AI agents that can search, compare, and even complete purchases on behalf of consumers. Think of it as having a robot personal shopper who works 24/7, knows all your preferences, and can instantly evaluate thousands of options.

This shift, if widely adopted, will most definitely change the brand-consumer relationship. When AI becomes the gatekeeper between your products and potential customers, your entire marketing strategy needs a rethink.

According to Jon, the smartest brands are already preparing by optimizing their product data (because AI can only recommend what it can understand), studying the algorithms behind these recommendations, and continuously monitoring how their products are being positioned.

For e-commerce operators, this isn't just another tech trend to watch – it's potentially a fundamental shift in how customers discover and choose products.

🤖 Read the full article here.

🎧 Listen of the Week

Shopify Masters: Experience Explosive Growth Through SEO

Another week, another great episode of Shopify Masters!

In this episode, the founders of Zero Waste Store share how they grew from $6,000 in sales to a mind-blowing $2 MILLION in just one year—primarily through SEO. Not paid ads, not influencer marketing... just really smart SEO.

What I love most about this story is how co-founder JJ Follano (who brought 10 years of marketing experience) made one game-changing decision that transformed their business overnight. After noticing that "zero waste store" was being searched 10,000-15,000 times monthly, they rebranded from their original name "Earthy Shop" to capture this massive search traffic. The results? They went from a few hundred orders monthly to over a million dollars in sales within a year. 🤯

There's a brilliant lesson here about meeting customers where they already are instead of trying to educate the market on your brand name. The technical details about how they handled the domain transition without losing SEO equity are super valuable too.

If you're looking to reduce your reliance on paid ads and build more sustainable traffic channels, this episode provides a masterclass in leveraging SEO as a primary growth driver.

👂️ Listen to Zero Waste Store's remarkable SEO growth strategy here.

🧰 Tool of the Week

Big Sur AI

Big Sur is a pretty neat tool designed to address a major gap that occurs with online versus retail shopping - the experience of someone helping you to find what you need.

Backed by former Google execs, Big Sur’s core product is an always-on AI sales agent for your ecomm store. It naturally handles customer conversations, understanding complex asks to deliver relevant product recommendations in real-time.

The platform also does more than just answer questions. It proactively engages shoppers with personalized prompts based on their browsing behavior, suggesting complementary products that increase brand AOV.

They’ve also built in a really rad insights dash that tracks customer conversation data, so you can better learn what drives conversions versus abandonment, and which products are frequently purchased together. This data is gold for refining your merchandising and marketing strategies.

For brands looking to close the gap between online convenience and in-store assistance, Big Sur AI is worth exploring.

🛍️ Level up your customer experience with Big Sur AI here.

🎉 Upcoming Events

👉️ PS: Want to secure your spot on the guest list for future FERMÀT events in your city? Add your name to the VIP guest list here.

Modern Tactics for Scaling in 2025 (IRL Event)

April 17 // New York, NY

Join FERMÀT, Meta, & Hype10 for forward-thinking sessions led by some of the most recognizable names in the DTC marketing ecosystem. Gain valuable insights, explore innovative strategies, and connect with industry leaders shaping the future of direct-to-consumer marketing. Speakers include founders and leaders from Dagne Dover, Marine Layer, 1906, Dose, FULTON, Motion, and more. Happy hour to follow!

FERMÀT’s VIP Coachella Experience

April 19 // Indio, CA

Join FERMÀT for an unforgettable day at Coachella with an exclusive experience designed for 10 of the most visionary leaders in e-commerce. Enjoy Coachella like never before with an Artist Guest Pass wristband, unlocking access to VIP areas and Guest Viewing Pits, Air-conditioned restrooms and select back-of-house spaces, private golf cart transportation around the festival grounds, catering from Nobu, and more. Main acts include Green Day, Charlie XCX, Misfits, T Pain, and more.

Commerce Roundtable Miami

April 25 // Miami, FL

FERMÀT is proud to partner with the Commerce Roundtable team for this year’s Miami spring event! Join us for a day of awesome speakers, meals, and networking opportunities with fellow ecommerce visionaries. Speakers include senior leaders from BattleBox, BREZ, IQ Bar, GOAT Foods, AppLovin, and more.