In 2023, we developed an efficient engine to drive brand growth and improved our ability to track marketplace dynamics at Faire. Building on this foundation in 2024, we turned our focus to unlocking brand potential by enhancing shop readiness, quality, and discoverability during the critical first 30 days a new brand is on Faire.

At the time, fewer than half of new brands received orders within their first 30 days, and 14–25% of high-potential brands received none. This lack of traction limited their visibility and growth while hindering retailers' ability to discover relevant new products.

Our analysis revealed two key root causes:

1. Many brands launched with low-quality shops (e.g., limited products, poor listing quality).

2. Brands were promoted to retailers prematurely, before their shops were optimized, negatively impacting long-term success.

To address these challenges, we decoupled "featured" status from "active" status in the brand portal. This change incentivized brands to improve shop quality before seeking greater visibility, while educating them on the importance of launching with excellence.

Early results from this initiative, currently in experimentation, show an 8–10% lift in new brand gross market value, moving us closer to our 15% goal.