Insights & Commentary

Explore trends, insights and the future of independent commerce

Articles and commentary from the IRYSS team and expert contributors on fashion, retail, technology, and the evolving landscape of brand building.

Why Most SME Brands Struggle to Scale - And What Finally Fixes It

By Amanda IRYSS Editorial - July 2025

For most SME brands in Europe, scaling beyond their home market feels nearly impossible. Between fragmented VAT systems, limited budgets, and the rising cost of talent and tools, the odds are stacked against small teams. At IRYSS, we're seeing hundreds of brands overcome these exact problems by replacing internal operations with shared infrastructure - lowering costs by 70–80% and enabling real cross-border growth.

The Invisible Wall: Why Great SME Brands Struggle to Grow

By Amanda IRYSS Editorial - July 2025

Every day, we see brilliant small brands launching products that deserve global attention yet almost none of them scale beyond a local audience. It's not about quality. It's not about demand. It's about structure.

The Future of Live Commerce Isn't Influencers - It's Infrastructure

By Amanda IRYSS Editorial - June 2025

Everyone talks about live commerce as a trend driven by personalities. The creator goes live, the audience watches, and the conversion depends on charisma and reach. But what really drives results at scale isn't the format or the face on camera. It's the infrastructure behind it.

Live Shopping Isn't About Entertainment It's About Control

By Mark IRYSS Editorial - June 2025

Live commerce is often misunderstood. People talk about it as a trend, a format, or a way to make shopping more fun. But for creators and brands trying to build a serious business, the core appeal of live shopping isn't entertainment. It's control.

Why Retail Margins Are the Missing Piece for Creator Monetization

By Amanda IRYSS Editorial - May 2025

For creators, the numbers often don't add up. You can build an audience, spend hours promoting products, and still walk away with a few euros from affiliate links. Most programs offer five to ten percent commission, and unless you are driving serious volume, it never becomes a real business.

Retail Margins Are the Missing Link in the Creator Economy

By Sonya IRYSS Editorial - May 2025

There's a gap at the heart of the creator economy that most people don't talk about. It's not reach. It's not talent. It's margins.

Why Most E-commerce Tools Still Don't Work for SME Brands

By Mark IRYSS Editorial - April 2025

There's no shortage of software claiming to help brands grow. From email marketing platforms to product configurators, the average SME is drowning in options. But when you look closely, most of these tools were never built with small brands in mind.

What It Actually Takes to Launch a Brand in 2025

By Sonya IRYSS Editorial - March 2025

Launching a brand today sounds easier than ever. You can spin up a Shopify site in an afternoon, find a supplier online, and start posting on social media. But that's the surface. The reality underneath is far more complex and it's where most new brands fall apart.

Why the Marketplace Model Is Broken And How IRYSS Is Fixing It

By Sonya IRYSS Editorial - March 2025

There is a massive gap in the marketplace landscape. While some platforms claim to serve small brands, most are overloaded with cheap, mass-produced imports and driven by volume over value. They flood their catalogues with tens of thousands of products, take commissions from every seller, and treat all listings as equal regardless of quality, origin, or margin. SME brands end up buried, undercut, and unable to retain customers or build long-term equity.

Why No One Talks About Fulfilment And Why It Matters More Than Ever

By Alexander IRYSS Editorial - February 2025

Fulfilment isn't a headline topic. It's not glamorous. No brand ever went viral for shipping accuracy. But behind every successful e-commerce business is a fulfilment engine that just works and that's what separates fast-growing brands from everyone else.

Why Marketplace Integration Matters More Than You Think

By Mark IRYSS Editorial - February 2025

Most brands treat marketplaces like side channels. They upload a few products, run some ads, and hope for the best. But the real value of marketplace selling comes when integration is deep when your catalog, stock levels, pricing, and brand content are fully synced and updated in real time.

How Great Photography Still Wins in a World of AI Content

By Sonya IRYSS Editorial - January 2025

AI tools can now generate product photos, remove backgrounds, and even simulate models. But the brands that truly connect with buyers still invest in real photography because quality images are not just decoration. They are the foundation of trust.

The Power of Selling Without Stock

By Sonya IRYSS Editorial - January 2025

Traditional retail relies on upfront investment. You design the product, pay for production, ship the inventory, and then start trying to sell. But for many SME brands and resellers, this model no longer makes sense especially when customer preferences change weekly and the risk of overstock is higher than ever.

Why Product Pages Are Failing Modern Brands

By Alexander IRYSS Editorial - December 2024

For years, the standard product page hasn't changed. A few images, a price, a short description, and an "Add to Cart" button. But in 2025, this format is no longer enough especially for SME brands trying to stand out in a crowded, algorithm-driven market.

The Hidden Cost of Platform Dependency for SME Brands

By Sonya IRYSS Editorial - November 2024

Most SME brands start on platforms like Shopify, Instagram, or Etsy because it feels fast and simple. But over time, this convenience often turns into a hidden cost. Brands become locked into tools that don't scale with them, data they don't control, and rising ad costs they can't afford.

Why Most Marketplaces Fail And SMEs Get Left Behind

By Sonya IRYSS Editorial - November 2024

Most marketplaces were never built for small brands. They prioritise scale over quality, traffic over seller outcomes, and charge fees to any brand willing to join often resulting in thousands of indistinguishable listings and a race to the bottom on price.

Why Best-Selling Products Often Don't Come from Big Brands

By Mark IRYSS Editorial - October 2024

Look at any major marketplace, and you'll notice something surprising. The top-selling products are often not from the biggest brands. They're from smaller, more focused companies that found a niche, nailed the value, and built trust with the right customers.

The Hidden Cost of Disconnected Tools for SME Brands

By Mark IRYSS Editorial - October 2024

For most SME brands, growth doesn't stall because of lack of effort. It stalls because the tools they rely on were never designed to work together or for businesses their size.

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