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As Halloween approaches, e-commerce bankruptcy is the real nightmare keeping brand leaders up at night. The rise in retail collapses in the last two years is a warning to brands still clinging to endless promos and outdated playbooks. But there are alternatives to discounting that actually work.

This October, we will be attending PI Live Europe 2025 and would love to connect. Whether you are looking to explore how partnerships can support your goals, or you just want to share a few ideas over coffee, come say hello.

Brand partnerships have enormous potential. When executed well, they drive genuine growth without eroding margins, reduce customer acquisition costs and create win-win scenarios that benefit everyone involved. Yet many partnership initiatives fall short of expectations. Not because the strategy is flawed, but because execution challenges prevent campaigns from reaching their potential. Understanding these common pitfalls can help e-commerce leaders make better decisions when evaluating partnership opportunities.

Most e-commerce marketers are laser-focused on top-of-funnel metrics such as traffic, ROAS, impressions. But often, the fastest wins come from improving what happens at checkout. Gift-with-purchase is one of the most overlooked conversion levers. It can lift AOV, boost conversion rates, and make the checkout experience feel more valuable, all without discounting.
In this article, we explore how three brands used gift-with-purchase to improve results, with real data and direct feedback from the people who ran the campaigns.

Many e-commerce partnerships underperform because they are launched without structured testing. A/B testing transforms these initiatives into measurable, optimisable growth channels. By refining variables such as placement, creative format and offer type, brands can significantly improve conversion, basket value and retention. Case studies from Secret Sales and Shark demonstrate how disciplined testing delivers substantial uplifts and proven ROI. This article explores four execution mistakes that can derail partnership campaigns and what successful implementations look like when these challenges are addressed properly.

Increasing Average Order Value (AOV) is one of the most underused levers for e-commerce growth, especially in a world of rising CAC and discount fatigue. This blog explores how top UK brands are boosting AOV without slashing prices, using smart tactics like bundling, checkout incentives, and most effectively, gift-with-purchase brand partnerships.