How Away builds brand equity that travels
What we saw on Day 3 at CN2025
Zihan Lyu
June 27, 2025
Hi there!
In this edition:
→ How Away built a brand with staying power
→ What Shopify’s Sandy Jeong says about operational resilience
→ Why understanding media’s role in Amazon sales is no longer optional
Plus: Gen Z shopping behavior and measurement gaps
Day 3 Download
How Away Builds Brand Equity That Travels
At CommerceNext, Away’s Valeria Dedu and Shopify’s Sandy Jeong offered a clear-eyed look at what brand resilience really involves in today’s eCommerce landscape. For Away, growth has been defined less by speed, more by precision.
One product. One promise.
Away launched with a single suitcase and a clear message. That focus helped them cut through the noise and build trust early. Today, the team still filters growth plans through that lens: does it stay true to the brand?
Customer feedback drives the roadmap.
From product design to marketplace listings, Away uses reviews and support data to guide decisions. On Amazon, they’re watching star ratings, but also why people return items and what they say in post-purchase comments.
For brands like Away, which sell across DTC and Amazon, understanding how media drives marketplace performance isn’t always straightforward. Fospha’s Halo helps solve that. It reveals how channels like TikTok, Meta, and Google are influencing conversions on Amazon—even when those campaigns weren’t designed to do so.
Instead of relying on last-click attribution or fragmented reporting, Halo gives brands a unified view of performance, measuring how ads to DTC impact Amazon sales and showing where investment is actually driving returns. For teams making brand-building a priority, it turns blind spots into clear signals.
Operations matter.
Sandy Jeong brought the infrastructure lens, drawing on her time scaling Glossier and now working with high-growth brands at Shopify. She emphasized the importance of aligning systems with the brand’s operational needs—not just bolting on tools, but making technical choices that help the team stay agile while keeping the brand experience intact.
“it's less about growing it super fast and breaking things. It's more just being very thoughtful in how we show up and how we stay true to meet a way.”
— Valeria Dediu, Away
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What Others Are Saying
Like what you’re seeing?
That’s a wrap on CommerceNext Growth Show 2025 — but we’re not done yet.
Over the weekend, we’ll be dropping more insights and bold takes from brand leaders. Keep an eye on your inbox.
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