The e-commerce retail business is ruthless. In order to operate a profitable online store, one need to understand products, prices, consumer trends, traffic acquisition, funnels and a lot of technical aspects of e-commerce management. In this article we will focus on branding mistakes we see our customers to commit quite frequently, undermining the profitability and success of their e-commerce projects. As you might be aware, one of our most popular audit products is the E-commerce Store Brand Audit. This audit helps to understand what your target customers think about your e-commerce website. Is your product selection in line with expectations?