Geometry of Growth, Issue #80

Hi ecomm buddies!

How’s it hanging? We’ve been getting some pretty crazy thunderstorms here in Austin; looking out the window, it felt like the town was hosting a city-wide rave. The lightning has been wild!

Perhaps Austin is just feeling the energy of our upcoming big reveal…⚡️

Anywhoo, quick reminder for our friends in NYC - we’d love to have you join us on the evening of June 11th for FERMÀT’s Bessier Soirée. I’ll (finally!) get to spill the beans on our very exciting announcement.

If you want to be one of the first to know — or you just enjoy fancy drinks & bites with some really cool folks in ecommerce — make sure to RSVP here.

We’ll also be in the big apple the day prior, June 10, for Future Commerce’s Visions Summit NYC. This is truly one of the coolest events of the year, and it’s hosted at the MoMa, which is always a delight to visit.

Visions Summit speakers include Andrew Huang (musician/YouTuber), Dami Lee (legendary architect & content creator), Justin Brenton (Walmart’s Head of Brand Marketing Innovation), and more.

FC even hooked us up with a discount code so you can get $150 off your ticket! Just enter code FERMATFCV on the registration page to unlock the deal.

Okie doke, on to the meat & taters.

In this week’s newsie: Biossance’s AOV & LTV boosting promo-infused store, some crazy stats on Prime Day buyer behavior, AI-generated try-on videos, and more.

Hope to see you in NYC soon!

Cheers,
Lex 💚

🍾 You’re Invited: FERMÀT’s Bessier Soirée

It’s time for a big reveal, and we’re doing it the way FERMÀT does it best… a proper party.

Join FERMÀT and e-commerce leaders from the industry’s top brands for a celebration like no other on Wednesday, June 11th from 7 - 9 PM.

As always, drinks & bites are on us — we just ask that you bring the good vibes. 🥂 

Learn more & RSVP here.

🛒 Store of the Week

Biossance

Often I share with y’all highly designed sites with a variety of expert customizations. This week, I took a different approach.

Biossance is a skincare brand founded in 2016. Their mission is to infuse biotech & sustainability practices to make high-performing, thoughtfully engineered, and environmentally-conscious skincare accessible to consumers.

Biossance’s site offers a stellar example of how to run a highly effective AOV & LTV boosting promo throughout the entire shopper experience. This store is built on a pretty standard Shopify theme - no crazy bells & whistles - and is very achievable for both emerging DTC brands and those at high-scale.

Let’s dig in.

• General → Biossance is currently running a great AOV play right now - 40% off “power pairs” - products that pair well together. This is a great offer not only because of the short-term AOV gains, but the pairings also increase the efficacy of their products for buyers’ targeted skincare concerns, ultimately inspiring them to return and repurchase (at full price) once they start to see results — an LTV move.

• Global/Banners → Highlight current offer + free shipping offer + rewards program benefit offer. Covers a lot without visual overwhelm.

• Global/Nav → Very well-organized navigation. “Shop Skincare” allows visitors to shop by product type or skincare concern. The featured section draws attention to new products, core routines (sets - another AOV boost), award winners, gift sets, etc. I really like how their Bestsellers dropdown is a visual nav, and they also have a link to an offers page that covers all the promos they’re currently running.

• Homepage/Hero → Excellent AOV play - “up to 40% off duos” emphasized in both visual hero & overlaid copy. Limited time messaging to increase urgency. Shop Now CTA goes to the collection page with duo offerings that show the various duos, convey the cash discount, and display the % off discount in a contrasting color. Quick ATC buttons here are excellent.

  
  

  

• Homepage/Best selling duo blocks → This is a really simple homepage that’s focused on converting folks on their best sellers from their duo offers, and I dig it. Each block contains a concise description of how the products pair together, clearly states the target skincare goal, offers a CTA to shop that duo, and displays beautiful product imagery with overlaid discount badging to draw further attention to the deal.

• Collection Pages → List bundles first (awesome), then individual products. Each page has quick Add to Bag buttons to reduce friction.

• PDPs → Simple & effective. I like the callout here for points earned in the loyalty program, % off discounting + cash discounting, and their digestible product info communicated through both the creative assets & accordion info sections.

Big fan of the AOV & LTV optimization going on here. Shoutout to the Biossance team.

 🧴 Check out Biossance’s site here.

🛍 Product of the Week

Alice Camera

If you feel like your phone camera isn’t cutting it for content creation, but lugging around a full DSLR setup sounds painful, perhaps the Alice Camera is your perfect middle ground.

Alice refers to their product as "the camera for creators". It combines smartphone ease with professional power, packing an image sensor 300% bigger than an iPhone 15 Pro while working through your phone’s familiar interface.

You can choose from 100+ Micro Four Thirds lenses to build your camera, and then let their system’s AI-driven computational photography handle the rest. We're talking beautiful content straight out of the gate with real-time processing powered by Qualcomm Snapdragon and Google AI chips – wayyyy more firepower than most mirrorless cameras.

While I haven’t tried it myself just yet, Alice promises that your output will be high-quality photos and videos that'll make your Reels, TikToks, and YouTube content stand out from the everyday phone-shot stuff.

One catch: they’re currently only available for pre-order (the brand’s on their 4th production run), as they’re handmade-to-order in small batches.

📸 Pre-order the Alice Camera and level up your content here.

📖 Content of the Week

Tinuiti’s 2025 Amazon Prime Day Study

While we don’t know the exact days yet, Amazon has confirmed that Prime Day is making its valiant return this July. That means it’s time to start thinking about sales strategy, even if you aren’t directly selling via Amazon.

I’ve said it before & I’ll say it again — I never direct y’all to a downloadable unless I genuinely think it’s worth reading, and this one is genuinely worth reading.

Tinuiti surveyed over 1,000 Prime members to understand how this year's four-day event will differ from previous years, and the findings are pretty wild.

Example: Tinuiti found that 3% of Prime Day shoppers now expect products to be discounted by at least 20% to be considered a "good deal," with 16% demanding 50% off or more. That's largely driven by tariff concerns, which have 36% of shoppers needing bigger discounts than usual to pull the trigger.

But remember how I teased that “even if you aren’t selling on Amazon” bit? Tinuiti also found that 82% of Prime Day shoppers plan to browse other retailers during the event, with Walmart leading the pack at 54%. So even if you're not on Amazon, Prime Day creates a massive halo effect for the entire e-commerce ecosystem.

There’s a whole lot of fascinating data in here (like a stat on what % of shoppers plan to use ChatGPT for deal research), so I consider this one a must-read for anyone in ecomm.

📊 Check out the full Prime Day report from Tinuiti here.

🎧 Listen of the Week

The World’s Best Email Marketing & Retention Podcast, Ep 35: From Mad Men to Modern Media: Which Ad Beliefs Still Hold Up?

Ever read the OG Ogilvy books? Watched a few episodes of Mad Men? I sure have, and even if you haven’t, this pod episode is a fantastic listen.

In this episode of The World's Best Email & Retention Podcast, Jordan Gordon teams up with Avery Valerio (former political strategist turned creative lead) to put classic marketing mantras through the ultimate reality check. They play a rapid-fire game of true or false on everything from Mad Men-era wisdom to today's algorithm-obsessed hot takes.

They really dig into the meaty stuff — like whether ads actually shape culture or just reflect it, how much your family background influences buying decisions, and why modern marketing feels way less human than it used to.

They cover some fascinating case studies too, from Dalí's surrealist lollipop logo to The Ordinary's intentionally ugly egg packaging strategy. If you're tired of surface-level marketing advice and want to dig into the psychology behind what actually works, you’ll enjoy this one. Plus, Jordan and Avery have a great chemistry that makes complex topics feel like you're just hanging out with smart friends who happen to know a lot about advertising.

👂️ Listen to Jordan and Avery challenge everything you think you know about advertising here.

🧰 Tool of the Week

Topview AI

Creating quality product videos has long been a pain point for e-commerce brands – between hiring models, organizing shoots, and post-production costs, it adds up fast. But now, we have AI 👩🏻‍🔧

Topview is a generative AI tool that produces 100% AI-powered marketing videos using just your product images or URLs from Amazon, Shopify, or TikTok Shop. They've trained their system on 5 million+ viral videos to understand the nuances of those juicy videos, helping you to rapidly generate creative with strong starting performance outcomes.

Most interesting to me is the "Product Avatar" feature, which allows apparel brands to create try-on videos or skincare brands to generate product application videos using AI avatars. No physical models needed.

Topview handles everything from script writing (using GPT-4o) to voiceovers (powered by OpenAI and ElevenLabs) and auto-generates captions in 20+ languages.

Monster brands like Anker, L'Oreal, and Heineken are already using the platform, which tells me that the AI is actually doing its job of staying on-brand for brands with nitpicky creative review teams.

Don’t let those enterprise logos scare you off though. Their pricing starts at $10/month. That package secures you x600 gen AI credits and the ability to build those assets with 500+ avatars & voices. Not too shabby.

If you’re considering dabbling in the world of AI video assets, this might be a good place to start.

📽️ Check out Topview AI’s video generation capabilities 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.

Glossy E-Commerce Summit

June 2-4 // Miami, FL

Catch us soaking up the Miami sun & waves this June for Glossy’s annual E-Commerce Summit. This event brings together leaders from influential brands and retailers in the beauty space to break down how they’re winning customers, driving sales, and reshaping the omnichannel experience.

Visions Summit NYC

June 10 // New York, NY

Join Future Commerce & FERMÁT for a half-day forum at MoMA where commerce meets culture. Discover bold ideas and transformative insights from the world’s leading thinkers. Speakers include Andrew Huang (musician/YouTuber), Dami Lee (legendary architect & content creator), Justin Brenton (Walmart’s Head of Brand Marketing Innovation), and more. Use code FERMATFCV for $150 off your ticket.

FERMÀT’s Bessier Soirée

June 11 // New York, NY

It’s time for a big reveal, and we’re doing it the way FERMÀT does it best… a proper party. Join FERMAT and senior e-commerce leaders from the industry’s top brands for a celebration like no other on Wednesday, June 11th. More to be revealed soon.