12 Examples of Top E-commerce Brands Building Thriving Communities
A brand community is a group of customers who are invested in a brand beyond what is being sold.
In the hyper-competitive world of e-commerce, having great products isn’t enough. Companies need more — a community of engaged and loyal customers who not only shop but also contribute to the brand’s culture and value. A brand community is not just a customer base; it’s a collective of individuals deeply engaged with the brand and, often, with each other. Let’s dive into some shining examples of e-commerce brands that have successfully built strong communities.
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Fly by Jing: Crafting a Culinary Community
Psychology in play: Exclusivity and scarcity
Fly by Jing doesn’t just sell sauces; it sells a membership into an exclusive club of food aficionados. The brand brilliantly utilizes the psychological principles of exclusivity and scarcity. Members get access to exclusive products, special discounts, and gifts. This elevates the perceived value of being part of the community and makes members feel like insiders in the world of gourmet food.
Community features:
- Exclusive member-only events
- Early access to new product releases
- Cooking webinars with renowned chefs
- A user-generated recipe database
- A dedicated forum for sharing culinary tips and stories
Lulalu: A journey toward self-love
Psychology in play: Social proof, sense of belonging
Real women share their journeys toward self-love, showcasing how Lulalu’s products have impacted them positively. This creates a powerful form of social proof, compelling more women to join the community and share their stories.
Community features:
- User-generated content showcasing personal journeys
- Exclusive community contests
- Motivating content and beauty tips
- Community-driven charity initiatives
Alo Yoga: A wellness wonderland
Psychology in play: Commitment and consistency
Alo Yoga offers memberships to yoga, mindfulness, and fitness classes. This consistent engagement keeps the community coming back, making them more likely to participate and advocate for the brand.
Community Features:
- Exclusive access to premium wellness content
- Community challenges for physical and mental well-being
- Virtual retreats and workshops
- Kids’ corner with mindfulness activities
Gymshark: A community of fitness enthusiasts
Psychology in play: In-group bias
Gymshark taps into the psychology of in-group bias by creating a community around the shared interest of fitness. By targeting fitness enthusiasts who are passionate about their well-being, Gymshark has built a community that is naturally inclined to engage and advocate for the brand.
Community features:
- Local fitness events and meetups: Gymshark often holds local fitness events where community members can meet, engage, and work out together.
- Regional Ambassador Programs: Fitness influencers from specific regions are enlisted to promote the brand, adding a local touch to their global outreach.
- Community-Driven Workout Plans: The brand offers workout plans tailored by community feedback, making their content deeply personalized.
- Localized Merchandise: Special collections are sometimes released that resonate with the local culture and trends, making each piece feel more personal.
- Dynamic Blog Engagement: The brand’s blog isn’t just informative; it’s interactive. From workout plans to lifestyle tips, the content is enriched by a lively comment section where community members actively share insights, tips, and experiences. Check it out!
- Facebook Group with Gym Humor: Gymshark’s Facebook group is a hub for all things fitness and fun. The humor-infused posts are a big hit among community members, fostering a sense of camaraderie and light-heartedness.
Charlie Hustle: Celebrating Kansas city pride
Psychology in play: In-Group bias
Charlie Hustle employs the psychology of in-group bias but in a more geo-specific manner. The brand focuses on the local pride of Kansas City, creating a community deeply connected to the local culture and history.
Community Features:
- Local Events Celebrating Kansas City Culture: From local sports events to cultural festivals, Charlie Hustle is there, adding to the city’s narrative and engaging the community in a shared experience.
- Collaborations with Local Businesses: Whether it’s a local brewery or a bookstore, Charlie Hustle frequently collaborates with other local businesses to create unique, Kansas City-specific merchandise.
- Geo-Specific Merchandise: They offer products that resonate with the local culture, history, and even colloquialisms of Kansas City.
- A Forum for Sharing Local Stories and Events: Through social media and their website, they offer a platform where people can share their own Kansas City stories, creating a two-way dialogue and deepening community ties.
Lululemon: The holistic lifestyle brand
Psychology in play: Reciprocity
By offering free yoga classes and other events, Lululemon invokes the principle of reciprocity. People are more likely to engage with a brand that gives them something valuable for free.
Community Features:
- Free yoga classes and wellness workshops
- Large-scale festivals and retreats
- An active ambassador program
- Community service initiatives
- A dedicated app for community members
Itzy Ritzy: Parenting, unfiltered
Psychology in play: Community validation
Parenting is a tough job, and validation from a community can be incredibly reassuring. Itzy Ritzy provides a platform where parents can share stories, seek advice, and validate their experiences.
Community Features:
- Parent profiles and stories
- Webinars with parenting experts
- Forums for sharing parenting hacks
- Rewards for brand advocacy
- Exclusive members-only sales and events
Blume: Breaking beauty taboos
Psychology in play: Authenticity
Blume thrives on breaking societal taboos around beauty and skincare. They employ a transparent and authentic approach, making members feel like they’re part of a movement. The cosmetics industry is perhaps one of the strongest community-fostering industries out there. With beauty buffs constantly seeking out product recommendations and reviews, having brand advocates vouch for you is absolutely essential.
Community features:
- User-generated content with real, unfiltered images.
- Expert interviews and webinars.
- Skincare quizzes and product recommendations.
- A rewards program called Blumetopia.
Pepper: Celebrating the small-chested
Psychology in play: Shared identity
Pepper uses humor and shared symbols like the IBTC to create a sense of unity and identity. Their “AAmbassador” program further empowers community members.
Community features:
- User-generated content and stories
- Humorous and engaging email campaigns
- Community-driven product development
- An ambassador program that includes merchandise and event perks
- Forums for sharing body positivity tips and stories
A brand must continuously find ways to deepen relationships not between the brand and the people, but between and among the people themselves.
Starbucks: Brewing community one cup at a time
Psychology in play: User-Generated Content
Starbucks capitalizes on seasonal trends like the #RedCupContest and #psl (Pumpkin Spice Latte) to encourage user-generated content. This not only promotes the brand but also fosters a sense of community among Starbucks lovers, who eagerly share their own creations and experiences.
Community features:
- Social Media Highlights: Starbucks reposts the best-tagged customer photos on their corporate social profiles, creating a cycle of engagement.
- Loyalty Program: Their rewards program incentivizes frequent purchases and engages the community with exclusive offers and previews.
- Community Boards: In many stores, a board highlights local events and offers a place for customers to connect.
- Starbucks Foundation: Through various philanthropic efforts, Starbucks builds a community that cares about societal issues.
Harley Davidson: More than just motorcycles
Psychology in play: Shared experience
Harley Davidson has cultivated a sense of brotherhood and adventure among its owners. The motorcycle is not just a product; it’s an entry ticket into an exclusive community.
Community Features:
- Owner Events and Gatherings: Regular events, rides, and rallies are organized to bring the community together.
- H.O.G. (Harley Owners Group): An exclusive club with its own set of events, merchandise, and benefits.
- Community Forums: Platforms where owners can share maintenance tips, travel stories, and more.
- Harley Davidson Museum: A destination that serves as a pilgrimage site for community members.
Nood: Redefining women’s comfort and health
Psychology in play: Social responsibility and open conversation
Nood focuses on breaking taboos around women’s health and sustainability. Their community is built on the pillars of education, conversation, and social responsibility.
Community features:
- Boobology: A campaign focused on breast health, offering reminders for monthly breast checks.
- Educational Social Media: The founder starts uncomfortable but necessary conversations about women’s health, which the community picks up and furthers.
- Sustainability Initiatives: The community is educated about sustainable fashion and living.
- Styling Tips: How-to guides and tips are regularly shared to help women style Nood products confidently.
Ready to Build Your Own E-Commerce Community?
We hope these examples have inspired you to start or grow your brand community. Remember, a thriving community is not just a marketing asset but a cornerstone of a sustainable, profitable business model.
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The Community Factor in E-commerce Success
In the fiercely competitive arena of e-commerce, the brands that truly stand out are those that have built thriving communities around them. These aren’t just customer bases but ecosystems of deeply engaged individuals. As we’ve seen with brands like Fly by Jing, Gymshark, and Lululemon, the key to cultivating such a community lies not just in selling products but in fostering emotional connections, shared values, and open dialogues.
Yet, it’s not merely about the relationship between the brand and its customers; it’s also about nurturing relationships among the customers themselves. This is where the true magic happens, turning a community from a marketing asset into a living, breathing entity that contributes not just to sales but also to the brand’s culture and value proposition.
