Replatforming with purpose: Brit Tucker on Society6’s digital shift
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Get the full episode here
TL;DR - What you'll learn:
- Why Society6 replatformed and redesigned simultaneously
- How to align product, tech, and CX under one unified strategy
- What it takes to build a culture of experimentation
- Why chasing short-term wins can derail long-term growth
- How the creator economy is shaping ecommerce strategy
“If all your teams answer differently when asked why you're replatforming—you're not ready to replatform.”
— Brit Tucker, VP of Digital Product, Technology & CX at Society6
In this episode of Ecommerce Toolbox: Expert Perspectives, host Kailin Noivo talks with Brit Tucker, VP of Digital Product, Technology & CX at Society6, about leading not just a replatform—but a full strategic pivot.
With experience across brands like Beautycounter, Lululemon, and Pure Barre, Brit shares real-world advice on when (and why) to replatform, how to centralize customer experience teams, and what it takes to scale experimentation across product, marketing, and CX.
🎧 Listen to the full conversation on Apple, Spotify, or YouTube
Why replatforming fails (and how to do it right)
Brit has replatformed multiple brands—and seen the good, the bad, and the budget-busting.
Her biggest warning?
“If you’re treating a replatform as a silver bullet, you’re probably setting yourself up for failure.”
— Brit Tucker, VP of Digital Product, Technology & CX at Society6
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Successful replatforms require:
- Clear alignment across leadership
- One shared reason why
- A roadmap for what happens after launch
Without a culture of post-launch optimization, your team risks moving on too fast—leaving opportunity (and ROI) on the table.
Replatform + redesign? Yes, but only if you're ready
At Society6, the team didn’t just replatform—they redesigned the entire site at the same time.
It worked, but Brit is clear: it’s risky. You need:
- Research before design begins
- User testing before and after launch
- Realistic timelines that reflect the added complexity
“It’s more dependencies. More variables. If you don’t have a strong cross-functional team, you’ll get bottlenecks fast.”
Why Society6 pivoted from marketplace to retail brand
Society6 was once a wide-open marketplace for artist-uploaded designs. But customer feedback told a different story: they saw Society6 as a retail brand.
That gap created friction. The solution?
A shift to a curated retail model, focused on:
- A more defined aesthetic
- Easier product discovery
- More meaningful merchandising
“If your customer sees you one way, and you see yourself another—it’s time to listen.”
— Brit Tucker, VP of Digital Product, Technology & CX at Society6
This move helped reduce catalog bloat, increased engagement, and unlocked faster product discovery and better personalization.
Aligning product, tech, and CX under one roof
Why is Brit responsible for all three?
Because centralizing these teams creates:
- Shared accountability
- Unified customer understanding
- Fewer handoffs, fewer silos
“Otherwise, you end up with tech owning systems, product owning business goals, and CX owning the customer. It’s too fragmented.”
— Brit Tucker, VP of Digital Product, Technology & CX at Society6
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Building a culture of testing (that doesn't fear failure)
After the replatform, Brit focused on building a culture of experimentation that runs across the entire org.
How she does it:
- Monthly experimentation roundtables
- A shared test tracker
- A Slack channel to celebrate both wins and failures
- Encouraging failed tests as learning opportunities
“If all your A/B tests win, you’re not testing hard enough.”
— Brit Tucker, VP of Digital Product, Technology & CX at Society6
Avoiding short-termism in ecommerce strategy
Brit sees a common trap: ecommerce teams chasing quick wins while drifting away from their long-term strategy.
“You’ll look up in two years and realize you wanted to go north—but you’re 50 miles east.”
— Brit Tucker, VP of Digital Product, Technology & CX at Society6
Her advice?
- Align KPIs across teams
- Create a clear roadmap governance model
- Define what to say no to—not just what to do
The creator economy is shaping the new funnel
In 2025, creators are more than influencers—they’re strategic growth drivers.
“It’s not about the brand saying how great they are. It’s about someone you trust showing why it matters.”
— Brit Tucker, VP of Digital Product, Technology & CX at Society6
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Brit sees creator partnerships as:
- A lower-cost channel for awareness
- A fast feedback loop for messaging and positioning
- A scalable way to show products in context
For Society6, it's especially critical—because the home décor category is so visually driven.
Key takeaways for ecommerce leaders
- Don’t replatform until your leadership team is aligned on why
- Redesign + replatform = risk. Add research + testing to reduce it
- Customers will tell you what your brand really is—listen
- Build an experimentation culture that tolerates failure
- Short-term wins won’t get you to long-term goals
- Creators aren’t optional—they’re your new channel strategy
Listen to the full episode now
Tune in to hear how Brit’s experience across major DTC brands helped Society6 execute a bold replatform, pivot their business model, and boost performance across the board.
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