Finding published · based on 225 analyses
DTC e-commerce has one axis, not two
Read the analysis →Brand cohort
E-commerce / D2C
Premium + Innovative dominates
50.3% of brands in this cohort plot in the Premium + Innovative quadrant.
Under-claimed territory
Only 3.7% of brands sit in Accessible + Traditional — the most under-claimed quadrant in this cohort.
Positioning distribution
How brands in this cohort plot on the two strategic axes that define the category — showing where the crowd sits and where the open space is.
Premium
Traditional
Innovative
Accessible
- Premium + Traditional
- Premium + Innovative
- Accessible + Traditional
- Accessible + Innovative
Archetype distribution
Which of the twelve brand archetypes (Sage, Magician, Hero, Caregiver…) brands in this cohort most often express — the dominant personality patterns of the category.
Tone profile
The average voice of the category across five dimensions, scored 0–10. Higher means more emphatically that way; lower means the opposite end of the spectrum.
Common messages
The headline claims and promises brands in this cohort repeat most often — what the category sounds like when it speaks.
- “delivered door”
- “without sacrificing”
- “seasonal collections”
- “built last”
- “premium quality”
Common differentiators
The points of difference brands in this cohort reach for most often — and, by repetition, the differentiators that no longer differentiate.
- “supply chain”
- “ecosystem spanning”
- “price points”
- “price point”
- “direct-to-consumer model”
Under-claimed positioning
The corners of the positioning map where few brands currently sit — territory potentially available to a brand willing to claim it.
- Accessible + Traditional
- Premium + Traditional
The takeaway
50% cluster in Premium + Innovative positioning, the most crowded territory in the cohort. The most common claim across brands is "delivered door" (27 analyses). Only 3.7% sit in Accessible + Traditional — under-claimed territory for brands willing to position there.
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