FERMÀT

I thought I’d share a portion of some of the operating changes we’ve made @fermatcommerce AI really has changed what’s expected in terms of how you play to win Was inspired to share after listening to a couple of @lennysan podcasts recently where it’s becoming obvious you need to change how you operate, but just what the product does Granted we’re just a series B company, not at the scale of his guests Hopefully it helps other CEOs / operators

Founders don’t need more investor meetings. They need the right metrics and the right 5 investors. @rishabhmjain (CEO @fermatcommerce) explains why saying no is often your strongest fundraising signal.

FERMÀT swag in the best color ever 😍 thanks @AaronOrendorff @fermatcommerce!

“Most brands can hit $10M with one audience. To hit $100M, you need three, four, or five.” — Rishabh Jain @rishabhmjain is the co-founder and CEO of @fermatcommerce, the leading commerce experience platform, which serves the most innovative brands and retailers in the world like Glossier, U Beauty, Unilever, Bissel, Back Country, among hundreds of others. In this episode of the @UpArrowPodcast by @Elumynt, Rishabh and I dig into: ✅ The most significant strategic inflection point in ecommerce (and why Rishabh likes Andrew Grove’s “Only the Paranoid Survive”) ✅ How midsize brands are adjusting operations to decrease revenue costs during economic downturns ✅ Thoughtful critiques of multi-touch attribution ✅ Triangulating data sources as an alternative to multi-touch attribution ✅ Tactics for building high-performing owned properties to reclaim margin and increase LTV ✅ How to expand your audience cohort and the importance of product expansion ✅ The critical pitch feedback @BHalligan gave Rishabh when he was in college Plus, as always, we get into a little of the personal stuff as we talk about loving physics as a kid, the push to go beyond 99% on tests, working out, and making time for his kids. You can watch the video here: elumynt.com/podcast/only-t…

Register here: okendo.io/resources/webi…

Is your tech stack ready for BFCM? 👀 Great offers are only half the battle. Your tech needs to handle traffic spikes & deliver flawless experiences during peak sales. Join us + @GetOkendo on Aug 26th at 12PM ET for battle-tested BFCM strategies: ✅ Personalized experiences at scale ✅ Zero-party data for ad efficiency ✅ AI customer service that feels human Can't attend live? Register anyway for the recording 👇

Heyooo - stop scrolling and come hang with me and @AlexaKilroy on @ThumbstopLive . We talking about BFCM strat, Lex's @fermatcommerce origin story, and our a** morning routines 🤣 You know what to do ! x.com/i/broadcasts/1…

ABSOLUTE SMASH OR PASS? I hand-selected some MONSTERS ads from @YETICoolers, @skullcandy, @KaiCenat, @kennandavison, @Slate, and more... Then I brought in your favorite CMO's @kristhejean and @couuor to TEAR THEM APART! Thank you to our sponsors @fermatcommerce & @dataships.

@Ykhoushy Haaaaave you heard of @fermatcommerce

Pretty dope accommodations. @fermatcommerce crushed the summer camp vibes. This is absolutely mega. Now time to explore ze property.

Camp FERMÀT offsite is in full swing. ☀️This place is insaaaaanely beautiful. And I gotta say…sleeping in a top bunk is pretty cozy.

TODAY! Experimenation Live: 15+ DTC heavyweights … - 5 minutes each - No slides, all action - One experiment strategy tinyurl.com/3rpjyesu Here’s who will be leading you ↓ HexClad’s Dir. CRO, Phil Tran Tommy John’s Talia Weisner Simple Modern’s CMO @hoyle24 Obvi’s Co-founder @obviceo Tushy’s H. of Growth @jerelblades ALEX + ANI’s Dir. of Site Puja Patel Caden Lane’s CFO Kristin Swarek Ozlo Sleep’s @BryantGarvin Love Wellness’ Dir. Erica Gray Title Nine’s @JesseMontano Mott and Bow’s Santiago Bolivar Livingood Daily’s @lalasretention @attentivehq’s Keri McGhee @gorgiasio’s Emily Hooker @triplewhale’s Mia Healy @luckyorange’s @SchwanMccarthy Hue’s Co-Founder @janvicshah @motionapp_’s @evanmklee @creativeos’s @chasemohseni @fermatcommerce’s 🤓 this guy Want to join us? Smash the link. Can’t make it today? Smash the link anyway. We’ll send a replay.

@rabahrahil Preach 👏

Community is simultaneously the most overrated and underrated marketing tactic. I keep seeing brands throw money at community building like it's some magic bullet. Community isn't just another marketing channel you can flip on and off. Take Dad Gang for example. They're crushing it because there's a clear identity (dads), a promotable product (hats people wear everywhere), and genuine connection points. It's not forced. My framework for community: → Does your product create natural conversation? → Can you dedicate real resources (not just intern-level effort)? → Is there an actual identity people want to be part of? When community works, it's magic. You transcend transactions and create emotional connections. Subscriptions are transactions. Memberships are belonging to something bigger than yourself. What kills me? Brands starting communities and letting tumbleweeds roll through. Dead communities are worse than no community. If you're spending $50K monthly on ads, could you reallocate $10K to community and only spend $40K on ads? I'd bet that shift would be more impactful long-term. Don't start a community unless you can commit. People can smell half-hearted community efforts from miles away.

@AlexaKilroy The quality vs quantity content debate can be put to rest now that Alexa has spoken😌

The whole quality vs quantity content debate is missing the point entirely. 🤷🏻‍♀️ Brands are getting stuck on whether to post more or make everything perfect, and honestly? That's the wrong framework. The brands actually winning right now understand their buyer persona so deeply that they can spot content opportunities that actually convert. The smartest brands are being surgical about the moments that matter to THEIR people. They're not chasing every trend or throwing content at the wall to see what sticks. However, one NON-NEGOTIABLE is product photography. Your product shots need to be scroll-stopping gorgeous, whether you're bootstrapped or sitting on a seven-figure budget. You don't need a full production for every seasonal moment. AI tools are so sophisticated now that you can fabricate placing your product into any scene. Stick your supplement jar next to gym equipment or your skincare bottle in some moody bathroom lighting. Get creative, but make it look intentional. The real magic happens when you nail your communication cadence. Some audiences crave daily touchpoints. Others will rage-unsubscribe if you text them more than twice a month. There's no universal playbook here. Always be testing. Email frequency, SMS timing, social posting schedules. When you crack the code for YOUR specific audience, the results are absolutely mind-blowing. The brands that get this right aren't just creating content. They're building relationships that turn browsers into buyers into evangelists. 🔥

@rishabhmjain How exciting!

One of our customers is using @fermatcommerce to test into Pinterest, and it's revealing something fascinating about platform-specific optimization. They're not just adapting ad creative for Pinterest but engineering the entire post-ad-click experience to align with Pinterest's user psychology. Pinterest users exist in discovery and curation modes. Their mental state differs fundamentally from other social platforms. Standard approach optimizes ad creative for Pinterest while sending traffic to generic landing pages used across all channels. FERMÀT enables them to create post-ad-click experiences that respect Pinterest's behavioral patterns. Vertical layouts that feel native. Lifestyle-forward product presentation maintaining aspirational context. Progressive disclosure that mimics Pinterest's discovery flow. This represents a shift from channel-specific advertising to channel-specific experience architecture. Alignment between platform psychology, ad creative, and post-click experience creates compounding optimization effects. Excited to see how this plays out in the data.

@rabahrahil THIS! 100% agree🤝

Systems are supposed to make your life easier, not turn into another full-time job. There is a Hippocratic Oath for systems, you can’t make more work for the user. Here's what I've learned building systems: the good ones have clear owners, obvious communication channels, and artifacts that actually tell you what's happening. Jump into any project and you immediately know the story. But here's the brutal truth. Systems only work when they're enforced top-down. Your boss makes you use them, or they die a slow death of workarounds and shortcuts. The challenge is every department leader has their own system. Marketing has ours, sales has theirs, product has another. Zero connective tissue between them. What kills me is when you get co-ownership situations. Multiple people "accountable" for the same thing. That's where productivity and ideas go to die. As we scale, this becomes an increasingly fun puzzle to solve. More headcount, more managers with different delegation philosophies, more systems that don't talk to each other. It's the price of hyper growth. It’s a good problem to have. Anyone else dealing with the beautiful chaos of scaling communication & productivity systems? Would love to hear your tips and tricks for keeping everything connected without breaking workflows.

@AlexaKilroy Liking, commenting, bookmarking this post!🙌

Here’s how I would plan for BFCM 2025. And yes, if you haven’t started planning, you should kick off ASAP. We’re facing market changes this year. Safe to say this is probably a bad year to try and win the “we’re going to give the deepest discount” battle. I’d tackle planning for BFCM this way instead: Step 1: Do the math FIRST Sit with your finance/leadership team and figure out what is possible this year. What is your max discount ceiling? What ROI is necessary for business health? How might additional changes in cost structure affect your P&L? Then, work backwards from there. Normally I’d nudge brands to forecast with last year’s BFCM volume and buying patterns in mind. I don’t think that’s the path this year. Make sure you have ample stock of course, but I’d encourage you to air on the side of caution for consumer behavior this year. Barring no major changes, the finance giants are tracking a weakening consumer sentiment & spend growth through the end of this year. Step 2: Leverage bundling opportunities Shift your thinking from "biggest discount wins" to "best value wins." BFCM is an awesome time to create exclusive bundles that have never existed before. Pair up two best sellers with a new release, and emphasize that the bundle your promoting will NEVER be offered again. Lean into urgency and rarity wherever you can. Step 3: Optimize subscription offers Avoid falling prey to presenting shiny new subscriber offers, only to experience rapid cancellations. Don’t encourage people to grab the deal and ghost. Build creative and messaging that inspires buyers to stick around so you can gain that long-term value. Dangling subscriber rewards, free GWP on future subscription orders, and additional exclusive subscriber benefits is the move. Step 4: Experiment with alternative offers If competitive price discounting is not a fit for you this year, THAT IS OKAY! Do not succumb to peer pressure - you have other tools in your arsenal. Things like limited-edition product drops, retired product resurrections, exclusive colorways, and (cheap to produce) gifts with purchases can be just as effective. I encourage you to be a bit more creative than a branded water bottle…but AG1 has shown us that it works time & time again. Step 5: Make sure orders are placed Supply chain is wonky right now. If you’re planning on launching any of those alternative offers, you need to order product ASAP. Are you doing anything unique to tackle BFCM this year? Would love to hear!

@rishabhmjain @dmitry140 @perplexity_ai Giving out valuable insights for FREE! This episode is a must listen 🎧

Everyone's chasing AI optimization tactics while missing the fundamental shift in how trust scales. @dmitry140 from @perplexity_ai shared a provocative thought "If AEO is a thing, it means Perplexity answers aren't trustworthy." Everyone's hunting for the SEO equivalent for AI but optimization tactics that work for search engines fundamentally break answer engines. The legacy approach involves gaming algorithms for visibility while the AI era makes trust the only defensible moat. If you missed this week's episode of The Intelligent Marketer, you're going to want to listen. @mduboe and I sat down with Dmitry and learned how AI is fundamentally reshaping commerce by flipping from stores persuading customers to customers having immense leverage through knowledge. We explored why traditional advertising models potentially collapse in answer engines, Perplexity's unique approach to sustainable growth, and the strategic implications for founders building in the AI era. Full episode link is in the comments.

Check it out here: fermatcommerce.com/customers/de-s…

How De Soi cut customer acquisition costs by 31% with FERMÀT🚀 Instead of using standard product pages for their Haute Margarita launch, De Soi built a conversion-optimized experience with: ✅ Categorized grids that pushed bundles without limiting choice ✅ Mobile-first storytelling for social traffic ✅ Real-time A/B testing on pack sizes during peak launch traffic ✅ Campaign-specific CTAs aligned with launch messaging Learn more about this customer case study in the link below!