15 Best eCommerce Community Building Strategies & Tactics (2025)

💬 Having a community for your brand can certainly serve as a key competitive MOAT - in other words, it can be a serious competitive advantage that can help drive acquisition across TOF/MOF for new customers, as well as help across retention/LTV, referral, and many other things.

However, the success of what building a community (that makes sense in your context) looks like can mean different things - but one thing remains constant despite the context, it needs to be engaging with many people contributing, having discussions, sharing content, etc - it's not just about "total" member numbers.

So, how can you scale community whilst maintaining quality acquisition of members/those joining, and keep engagement rates up? Well, I share some key tactics/strategies and initiative areas to think about for both those starting out and scaling. :)

Looking to set one up or you're in the early stages (and maybe lacking traction?) - Here are some thoughts/ideas

💬 Although these checklist points below are more catered to those starting out, they're also good to reflect for those actively building.

One of the first recommendations that's worth the time doing, is doing research on direct and indirect competitors (brands within the same space), as well as brands in other industry verticals.

I like to use Airtable (or you can use a sheet) to make notes on brands who do an epic job when it comes to communities.

What are some good examples of top eCommerce communities?

I've found some epic community examples in eComm that you've got to see for inspo - lots of things you can take note of if you're wanting to kick-off community, or even optimising you're existing one to help unlock more growth.

#1 -Sephora

Key takeaways to note (that I like):

Honestly, what Sephora have done is incredible - you have to check this page out!

• Absolutely love this overall community page that Sephora have done - and no doubt has to be one of the best in eComm I've seen
• First, we see they've developed a dynamic content deed, which is super active with mixed media content - mix of photos, text posts, videos, etc - bit IG-like x forum vibes.
• Works like the social media platforms essentially, with the likes of "liking posts", commenting and share options.
• UX and nav is really clean. Like the activity feed and there's a good search functionality feature as well
• Really like the trending groups and members at the top for visitors to check out- smart UX placement, especially for new visitors to see activity from real engaged users/customers
• There are also community metrics which you can see from members/users,
• There'a also community badges that people can earn...

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#2 - Mecca

Key takeaways to note (that I like):

What Mecca has done with their community (Beauty Loop) growth has been nothing short of amazing - and it all starts with one of their main assets which is their landing page.

• Really like the intro section just below the main fold, where it also had a 3-grid layout of the main USPs and 'how it works'.
• What I really love that they've done (which many others don't do the best job at) is showcasing the clear levels of perks, and how much members/customers can save.
• Overall UX structure is clear - big fan!

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#3 - Frank Body

Key takeaways to note (that I like):

So much of the marketing that Frank Body does is class in my eyes - if you're in eComm as a founder/marketer, then you've got to bookmark these guys and check out all their channels. They've done an amazing job with their "Hotel Pink" loyalty program, which is a big part of their overall community strategy.

• Absolutely love the visual identity and branding of the page - does it get much better!? Great visuals/illustrations and overall aesthetic. So cool the 'retro-inspired hotel/motel aesthetic'.
• They've done a great job with the program incentive layout - Clear points earning system breakdown by different spending tiers and point values clearly displayed (+1, +25, +50 etc.)
• So so good Frankbody team - kudos!

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#4 - Blumetopia

‍Key takeaways to note (that I like):

How good is this from Blumetopia - just a masterclass in terms of landing page design, but also just amazing work with the UX/layout for a loyalty program page.

• Incredible visual design/identity (well done to whoever designed this!!) - such a good above fold too
• Clear table structure of how to earn "Blume bucks" and actions (and the value of them)
• Love the layout section of the perks with the amount of "Blume bucks" (i.e. points) you need
• Great benefits table structured tier system showing "Blumetopia"
• Also love how the page rounds out with a CTA for refer a friend

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#5 - Lululemon

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‍Key takeaways to note (that I like):

When it comes to building thriving communities in eComm/DTC, Lululemon is certainly one of the best at it.

Highly recommend spending time checking out Lululemon's strategy, copy, etc.

• I've shared three key landing pages as part of their overall community strategy - a main hub page, their Sweat Collective program and an Aussie community page, which highlights the various ambassador studios where visitors/customers can go check out.
• The Hub page (first one above) is a brilliant example of how to structure and balance multiple pathways for users, keep motivations in mind for visitors - great mix of showcasing key CTA sections such as ambassadors and Sweatlife (2 x 2-grid layout), mixed in with stories from customers.
• The Sweat Collective page is built for 'influencers/ambassadors', and structure overall (clear and concise) with copy is awesome.

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#6 - Harley Davidson Group

‍Key takeaways to note (that I like):

Harley Davidson has done an epic job over the years cultivating their community of riders.

• They've got various elements/components to their overall community initiative, incl. the likes of membership program, magazine, tours for members/riders, magazine and museum.
• Great hub page they've built, and they make it easy for their members to log into the dashboard, and even upgrading their tier.
• Also, what I really like is that they reward member riders where they take note of where they've travelled, and then they can win prizes - very cool! Just shows that even "non-tech" brands can come up with awesome strategies to motivate members/customers to engage with the brand. Kudos to the brand and teams at Harley Davidson!

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#7 - Gymshark Facebook Community

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Key takeaways to note (that I like):

And as the final example I'll share here for community examples, is of course Gymshark - who've excelled as building a community of people through customers and influencers who love the brand.

• I won't go into deep detail with Gymshark, as it's really their social game which is one to take not of.
• I did want to share this Facebook group example as a reminder to those reading and starting/thinking about starting a community program for their brand - just starting a Facebook group and driving visitors/customers to join can cultivate a loyal following.

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I highly recommend going through some of these examples above - many of the tactical initiatives I share further below (from years of my own experience), will make further contextual sense to help spark new ideas/thoughts that you can apply to your context. :)

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Having a robust strategy in place is quite important when it comes to community-building, and whilst the strategies/tactics change (have to be nimble based on feedback/results), it's worth putting the time into having a core understanding of the goals, pros/cons, and OKRs/KPIs you want to achieve - as ultimately, it does take resources to execute well when it comes to building thriving and engaging communities.

On conjunction with community strategy, it can't be all about the 'brand' and what to achieve - you also need to think about the participants/customers and what value they can receive.

Brainstorm and work out the right reasons 'why' members/customers will join, and engagement initiatives (and even the likes of incentives) to keep them around.

Remember - signups and getting members to join is one thing, but staying around and contributing value often/consistently, is another thing.

This ties in with what I've mentioned above - great content (which helps engagement) is a key lever to making communities work (and thriving).

Brainstorm content ideas and formats (e.g. like polls, Q&As, AMAs, etc) that you can create/share/promote, which provides awesome value that members/customers want to participate in.

Something to strategise and plan is about how you can cultivate community-advocacy and engagement with those within your loyalty program (members/customers), and incentivising them to participate/share.

In many ways, think of it as starting your own creator/influencer program, but with your own customers. Reward loyalty points/perks for those who actively participate in a community you run - give them a reason top contribute/engage and share more.

Some ideas for instance could incl;

• Special badges for community AND loyalty members - encourages curiosity and having engaged customers coming back
• Early access to new products for top contributors
• Community-curated collections for loyalty members - or for example, they get access to "first drops"
• VIP community events for those who are part of the loyalty program as well
• You could come up with ideas around engagement for "community challenges", where members/customers can receive point multipliers
• Community voting on new products or the likes of doing beta testing

As you've probably picked up, lots of ideas you could try. :)

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A key consideration for running successful communities are 'streams' and tiers - you need to think about various segments and the goals that you're looking for.

Open-communities are very effective for lots of reasons, but they can also get out of hand quickly in terms of spam, repeated questions, etc.

A great way to combat this is not only having good 'house rules' in place, but also having 'closed'/exclusive communities for certain segments.

Okay, so what are some tactical initiatives you could try?

This is naturally pretty big strategic initiative that needs proper brainstorming and planning, but here are some things to think about:

• You could do tiered levels by engagement-based qualifications using a points system - for instance, content creation contributions, support/being involved in discussions, events, and other sorts of participation (e.g. Bronze 0-100 points, Silver - 100-1000 points, Gold - 1000-2500 points, etc).
• You could do tiers based on customer spend and what channels they unlock - you could split by levels like "level 1: $0-1000 annual spend" (and get access to certain channels, discounts, drops, etc), "level 2: $1001-3000 annual spend (and get access to level 1 perks AND special access to events, etc)... you get the drift.
• You could also consider doing a hybrid model for the above as well... lots of possibilities.

Now, the challenge is with tracking the above, but you can track tiers based on customer spend because you have the data. :)

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Wanting to scale and lacking acquisition, uptake/participation or even engagement is not where it needs to be? Here are some strategies/ideas

💬 Seen many of the below initiatives work across many top brands/communities - always happy to answer any Q's if you ever have any. :)

If you are running some sort of community right now, there's a good chance you use Facebook Groups - and I can say from experience having built a community on there too myself, it's a great platform - it's well-known for users/members and it's free.

However, it does have it's limits and when you scale, you do run into challenges.

Choosing the right community-building software before you scale isn't a 'make or break' stage, however, it is a key factor that plays a role on how you onboard and engage members.

You can always move from platform to platform, but it's a lot of work.

If you're dong some research/vetting of platforms, I recommend jotting down some key questions/factors to look for - here are some things to think about (that I also use for myself when researching):

• What's the UX like for users/members to sign up? Can you easily demo or see a video in action?
• How can users signup - social auth an option?
• What about integrations with CMS/ESP (email service provider)?
• Is there a notification system? (this is important to consider)
• What engagement features are must-haves that the platform can do? (polls, reactions, comments)
• What analytics and reporting capabilities are available?
• Does it have private messaging and/or group chat functions?
• How customisable is the platform's appearance to match your branding?
• How does the platform support monetisation (if needed)?
• Can you set up automated content filtering?
• Is there an API available for custom needs?

And these are just some questions I keep in mind - naturally you will discover/think about more. :)

Oh and if you're interested /doing research at moment, I put together this resource on top community platforms that I've used/been part of as a member.

View list here

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One of the best tactical areas to focus on when it comes to acquisition for growing your community is through working with influencers/creators.

It's a smart strategy too for acquisition as part of your marketing initiatives, because as an 'offer', it's lower commitment for audiences to opt-in, whilst also being a value-add approach.

In conjunction with the above, experiment with the approach of fostering community development through working with brand ambassadors (and even the likes of affiliates).

This is related to the above two checklist points, but should be a focus area for any promotion when it comes to marketing what your community has to offer - it's all about quickly community value inside and why members/customers love it.

One of the most effective ways to do this quickly is through UGC - and it's good to get a mix of influencers/creators with audiences, and also from existing customers/members, where you can then create mashups for distribution across key channels, ads, etc.

As part of nurturing audiences through ads (warm), outside of direct-response product ads, it's worth experimenting and exploring ways to angle how running an engaged community can drive ideal action (i.e. conversions and joining the community).

It is a key USP that you can provide to customers, and it's great for segments who have been part of your remarketing audiences for a while and still haven't converted - as a basic example, viewed website/product pages(s) and not purchased < 7 days.

As part of events you run, or doing AMAs with other influencers/creators, rather than pushing for an email, why not encourage visitors/audience members to "join the community"?

As mentioned earlier, it's a more attractive CTA (that's lower friction/commitment) worth testing.

A big part of community is ensuring you let customers/members peek behind the curtain and get early access to stuff - it helps them start feeling like they're part of something special (and encourages them to become more engaged/intrigued about 'what's next') - and the more they become engaged, then may become your biggest cheerleaders and tell their mates "Oh, you've got to check out this brand - even picked a new colour I voted for...".

Plus, when you "integrate your audience" and get them to 'buy in' with feedback, they will tell you straight up what's working/what isn't - it's like having a focus group that actually loves your brand and wants your brand to do well. I highly recommend brands focusing more behind the scenes content, product/community feedback questions, etc, and this is especially recommended if you're an early stage brand.

A big factor for keeping members/customers engaged is through ensuring you switch/change up the variety of media formats and engagement prompts - for instance, polls, Q&A's, gifs, memes - and then hosting the likes of AMAs (webinars/live videos), etc.

Polls, Q&As and tutorials/helpful guides are awesome for data collection opportunities - you can ask both direct and even indirect questions related to your brand/products.

Most importantly, make sure there's moderation around questions/comments asked.

The likes of Mecca do an amazing job with promoting events as part of their Facebook group strategy.

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This is more of a strategic consideration rather than a tactical point, but it's worth noting down and doing research.

I can say from experience, running online communities is great for scale, but to really build thriving communities, you do want to explore an offline component where people can meet others.

And some ideas for physical events that you could run to increase/spur engagement of members incl. the likes of:

• Running pop-up experience events at certain conferences, markets, or some sort of location (that matters to your audience/customers) - you could do things like; interactive product testing stations, DIY workshops using your products, limited edition product drops, live demos from product experts, custom styling sessions, etc.
• You could do community member meetups (invite-only) - could do interest-based workshops, regional coffee catchups, seasonal gathering events, etc
• Of course, you can do celebration events (which you probably should) - brand milestone parties, anniversary events, new collection launches, etc
• What I like and suggest to consider are exclusive shopping experiences - VIP shopping nights, private collection viewings, member-only sample sales, and other ideas.

Many physical event ideas you could do - make sure to see what competitors are doing, and if there's not much activity you can find, see what top brands are doing that you like/follow, and see what they're doing and how you could bring that flavour into your context.