Winning the most crowded category in ecommerce

Amy and Anthony run a boutique in one of the most saturated categories there is — and they've worked together nearly their whole marriage. Anthony was the CFO in the background until the growth forced a decision.

Asked what most boutiques get wrong, their answer was one word: consistency. Not a channel, not a tactic. Showing up every single day, which they're the first to say is much harder than it sounds.