Wallets snap shut
Can we talk? When it comes to customer experience (CX), most people say a phone call is still the best way to resolve issues—because human connection matters more than speed. We also look at why consumers plan to spend less on non-essentials, how Beyoncé is keeping Levi’s top of mind, and the social platforms worth watching. Plus, we sit down with serial entrepreneur Peter Philipp Wingsoe of Flip, to find out why social commerce is reshaping retail.
The bright future of user-generated content + e-commerce
Serial entrepreneur Peter Philipp Wingsoe, who serves as CEO, International and President of Partnerships at social commerce app Flip, tells us why the marriage of user-generated content and e-commerce is the future. –Marcy Medina
How would you describe Flip and why should brands join?
Flip began as the first discovery-to-purchase social commerce platform, seamlessly blending authentic user-generated content with e-commerce in a single, scrollable feed. Since launching in December 2021, it has grown rapidly, offering real-time reviews, community-driven shopping and evolving into the social platform it is today. From 170 brands at launch to over 10,000 today, Flip now features more than a million SKUs.
In an era where consumers demand authenticity, Flip empowers real users to share honest, unfiltered reviews. This fosters trust and transparency in a way traditional influencer marketing simply can’t. Brands are seeing measurable impact–not just in sales, but in broader brand visibility and discovery, with some calling it one of their top drivers of traffic and conversions.
How did your entrepreneurial journey lead you to Flip?
Over 35 years ago, I co-created Pink Dot [a Los Angeles-based delivery service offering groceries, liquor, snacks, and more, known for its late-night and convenient delivery options] laying the foundation for what would later become the online grocery revolution. From there, I took on the challenge of bringing U.S. and European brands to Asian markets. As the master franchisor and CEO of MANGO for the Philippines and Thailand, I led the brand from bankruptcy to market leader in Thailand within 18 months. Beyond retail, I pioneered the micro-endorsement space, now widely recognized as influencer marketing, long before it became an industry standard.
My roots in the fashion and beauty world, coupled with strong retail relationships and a deep understanding of the space, have been instrumental in acquiring keystone brands for Flip. The opportunity to be a part of a revolutionary social commerce platform aligned perfectly with my passion for innovation and my commitment to reshaping the e-commerce landscape.
What advice would you give to SMBs who are looking to grow in e-commerce and social commerce?
Embrace authentic engagement. Today’s consumers value real, unscripted interactions over polished ads. Encourage your customers to share honest reviews and real experiences with your products.
Leverage user-generated content. UGC is incredibly powerful social proof. Highlighting customer-created content not only validates your product but strengthens brand credibility, which often translates into higher engagement and conversion rates. Utilize data-driven insights. Use customer feedback and behavioral data to inform your strategies. Knowing what resonates allows you to refine your messaging, product development and overall marketing approach. Diversify sales channels. Your own site is important but don’t stop there. Expand into social commerce platforms that offer immersive shopping experiences and new ways to reach and convert your audience. Prioritize customer experience. Make your digital storefront easy to navigate, offer responsive support and ensure a seamless post-purchase experience. Happy customers come back and they tell others.
Edited for clarity.
Self-restraint replaces splurging as shoppers buy less
Consumer sentiment is at its lowest point in 12 years, and a recent McKinsey & Company study shows many people plan to cut back on non-essential spending. Of the 4,000 surveyed, more than one-third said they’ll spend less on apparel. Inflation and rising prices were the top reasons for the pullback. In the short term, the report predicts both consumers and businesses will take a more cautious, cost-conscious approach.
Why this matters: It’s typical to splurge on holiday shopping and then tighten the wallet in Q1. McKinsey’s survey asked shoppers specifically what they plan to spend more, less or the same on in essential, semi-discretionary and discretionary categories. In the latter category, furniture, home décor, electronics, accessories and jewelry outpaced apparel in terms of how many people said they would cut back. (Fashion Dive)
Empathy, phone support beats speed for excellent CX
While AI-powered self-service options are great for helping shoppers solve routine issues quickly, a March customer experience survey by Five9 found that 86% of consumers rank empathy and human connection higher than getting a speedy response. More than half of those surveyed said they prefer phone support for general issues and 75% prefer it for more complicated or urgent issues. The phone, and a human on the other end, can’t be replaced by a bot when it comes to sensitivity and problem-solving.
Why this matters: Two in five consumers said they would stop doing business with a company after one bad customer service experience. If you don’t provide customers with the option to speak with someone on the phone, you could be hurting your bottom line. (Customer Experience Dive)
Why Gen Z and Gen Alpha love "hair perfume" and body mist
New favorite mall brand Edikted expands footprint in Simon centers
Levi’s working harder for shoppers’ dollars, Beyoncé helps drive sales
Skincare brand The Ordinary goes viral selling “ordinarily-priced eggs”
Why tariffs could hit footwear harder than other industries
RTR’s Jenn Hyman advises entrepreneurs, talks fashion rentals
On a recent episode of the How I Built This podcast, Rent the Runway CEO Jenn Hyman joined host Guy Raz on “Advice Line” where three early-stage entrepreneurs call in to get advice from a pro. Hyman gives her take on whether customers value local makers versus big manufacturers, whether you need to post 7-figure revenues in order to attract investors and how to raise capital. She also shares how Rent the Runway evolved from a special occasion-only resource to renting jeans and outerwear to fashion-loving customers.
"One of the things I’ve learned and recognized about myself... is that I’m very low ego. I’m competitive and intense and passionate and I’m a believer, but I don’t need that validation that I think a lot of CEOs need and I think that is my competitive advantage." -Jenn Hyman, Rent the Runway
Why this matters: Hyman describes herself as “low ego,” which is a necessary skill for anyone leading a company through ups (billion-dollar valuations) and downs (a fulfillment breakdown that nearly destroyed the business). Listen to the podcast here.
What comes after X? Meet the social media newbies
With social media giants like X and Facebook seeing a decline in users, emergent platforms are waiting in the wings to grab audiences. So what does the future of social media look like? Bluesky, a sort of decentralized X, has already gained traction. Mozi is an app that lets you know if you’re going to be in the same place as someone you know and encourages you to meet up IRL. Surf aims to combine posts and content from a variety of platforms into one feed. And a couple of non-profits hope to create a decentralized social media ecosystem where users control their own feeds.
Why this matters: As one tech CEO put it, it’s unlikely that one service will replace Facebook or X, but rather several new apps will take the place of a single-feed experience, changing the way we use social media and what we expect from it. (BBC)
Can’t keep up with tariffs? Bookmark this chart
Are you having trouble keeping track of which tariffs are active and which are just threatened? Trade policy is changing almost daily under President Trump, but April 2 is the date he has said reciprocal tariffs will begin, what he refers to as “Liberation Day.” In order to understand what actions the U.S. has taken with trading partners China, Canada, Mexico, the E.U. and Venezuela (and vice versa) refer to this handy chart with columns for government/country, target, action and active/threatened status.
Why this matters: You could owe, or be owed, duties depending on where your inventory is coming from or where it’s going. In addition to finished goods, alcohol, metal, cars and oil are also subject to fluctuating actions. (Supply Chain Dive)
Stuffies' second chance. London-based Loved Before refurbishes pre-owned plush toys so they can find new homes. Check out this IG Reel to hear CEO Charlotte Liebling’s story.
TikTok Shop explainer. CNBC’s video breaks down how the social platform’s commerce arm is beating out Amazon and Temu.
Selena Gomez spills.The singer-actress-entrepreneur gets candid about social media inequity on Jay Shetty Podcast, while fiancé Benny Blanco shares their love story.
Sunscreen goes luxe. Good Weather Skin is a high-end sunscreen-skincare hybrid from two Everlane alums.
A place to vent. Because what is Reddit if not that? The “retailhell” thread captures the angst felt by retail workers worldwide.
Thanks for reading this week's edition!
You can reach the newsletter team at theskupe@mynewsletter.co. We enjoy hearing from you.
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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto
