Whether you’re a BeyHive member or a Swiftie (or don’t identify with either), it’s undeniable that Beyoncé Knowles-Carter and Taylor Swift have made lasting impressions on the music industry — and beyond.
Their musical prowess is on par with their business smarts. According to Time Magazine, Swift’s Era’s Tour earned over $1 billion, making it “the highest-grossing concert tour of all time,” in its nearly two-year run. And Knowles-Carter’s upcoming Cowboy Carter tour has already sold 94% of its tickets, according to Billboard.
Whether it’s their approach to product storytelling, exclusive launches, cross-category merchandising, customer loyalty and retention, or social commerce integration, ecommerce teams have a lot to learn from these marketing masters.
Here are the top takeaways from the Era’s Tour and Cowboy Carter Tour’s ecommerce marketing strategies for brands that want to “run the world” (or drive conversions).
Humans are storytellers by nature. According to National Geographic, the earliest cave drawings are more than 30,000 years old and were possibly used in oral storytelling.
Making music is also “a universal human trait that goes back to at least 35,000 years ago,” according to The Smithsonian.
Swift and Knowles-Carter know how to create an immersive experience with product storytelling that makes fans feel like they’re part of something bigger than themselves.
Both singers often weave Easter eggs into their songs and music videos, creating powerful visual storytelling that has fans begging for more. Their approach to merch is no different.
Engaging product visuals are crucial to the product storytelling experience. According to Salsify’s “2025 Consumer Research” report, 77% of shoppers say that product images and videos are “very” or “extremely” important factors when making a purchase decision.
Swift and Knowles-Carter certainly aren’t lacking in the engaging visuals department. In fact, Swift specializes in The Tortured Poets Department and even has the merch to prove it.
She has an entire website dedicated to merch, where you can shop by the album of your choice.
Image Source: Taylor Swift’s Website
It’s worth noting that the Era’s Tour merch generated approximately $440.8 million in revenue, according to Time Magazine.
Knowles-Carter also has a merch storefront where fans can buy Cowboy Carter temporary tattoos, wrapping paper, USA/country-themed clothing, and so much more. Additionally, she has an Amazon storefront.
Fans love to rep merch because they often consider their music taste ingrained in their personality. It can also help them connect more easily with fellow fans and feel like they’re part of a like-minded community.
By providing various kinds of merch, Swift and Knowles-Carter allow their fans to share their support loudly and proudly, essentially acting as walking billboards.
Brands that want to up their product storytelling game should consider their identifying traits and the story they want to tell.
Consider makeup brand Glossier. Its signature pink color is so intrinsic to the brand that it's incorporated in makeup products, merch, storefronts, and employee uniforms.
If you can create a cohesive, memorable product story across every touch point, customers can identify with your brand and find their community more easily.
Image Source: Glossier
On its own, Black Friday already evokes a sense of chaos. Add an Era’s Tour book drop on Black Friday, exclusive to Target? Now you’ve got fans strategizing how to snag a copy on the Swiftie Merch subreddit.
In addition to the book, Swift dropped “The Tortured Poets Department: The Anthology,” which boasts four bonus tracks and a “never-before-seen poster of Taylor.”
According to Publishers’ Lunch, the book sold an astounding 814,000 copies in the first two days.
Knowles-Carter pulled something similar when she dropped her surprise “Beyoncé” album exclusively on iTunes in 2013. Fans were very pleased with the album and the artistic videos accompanying it. “The appearance of Beyoncé was a cultural event,” says NPR.
The element of surprise can be a powerful marketing tool, especially with exclusive or limited-edition product launches. If brands can successfully pull off a surprise — or even an unexpected immersive experience — shoppers will come flocking.
For example, tinned fish brand Fishwife had a pop-up event in NYC where fans could buy merch and delight in various tinned fish concoctions. Shoppers lined up out the door in the rain just to get a taste. The limited dates of a pop-up increase the novelty factor, which creates a fear of missing out (FOMO).
Consider how your brand can dial up excitement and surprise for your next product launch.
Both Swift and Knowles-Carter have expanded beyond their expected product categories.
Knowles-Carter has her own clothing brand, Ivy Park, named after her daughter Blue Ivy, as well as a haircare brand named Cécred, a perfume line, and a whisky brand.
After growing up in her mother’s hair salon, Knowles-Carter dreamed of owning her own hair care line. “It’s been my lifelong dream to create a brand that could work for everybody — whether you're pin straight, coily, wavy, curly, or anything in between,” Knowles-Carter says.
Image Source: Cécred
It’s exclusively sold on Cécred.com and at Ulta Beauty, similar to Swift’s Target book deal. Following its launch, the brand secured the number one spot on CreatorIQ's U.S. Haircare leaderboard and $13.9 million in earned media value (EMV), according to CreatorIQ.
Swift has collaborated with renowned guitar company Taylor Guitars (surprisingly not owned by her) to create the Taylor Swift Baby Taylor (TSBT), which is inspired by her “memories of writing songs on her own Baby Taylor.”
She’s also had stints as the global welcome ambassador for NYC and as a brand ambassador for Diet Coke.
Knowles-Carter and Swift are smart to diversify their product catalogs. They both have cult followings that will buy anything they release.
Brands can apply product diversification to their ecommerce marketing strategies if they aren’t afraid to make a leap of faith.
For example, if you’re a renowned baked goods company, maybe it would be worthwhile to partner with a perfume company that can capture your most-loved scents in a bottle. Or maybe you could partner with a retailer like Target or Walmart to sell baking tools.
Consider how you can cater to your customers’ needs in a new, unique way that makes sense for your brand.
Carter-Knowles and Swift both have been in the limelight for decades. Their music has guided fans through their childhood, adolescence, and adulthood.
According to the “Ecommerce Pulse Report: Q4 2024” from Salsify and the Digital Shelf Institute (DSI), 37% of shoppers buy more often because of personalized product recommendations. Swift and Knowles go out of their way to provide personalized experiences that make fans feel valued.
During the Era’s Tour, Swift would sing a surprise song at the end of each concert. Fans would post TikToks speculating on the surprise song. They’d also handmake friendship bracelets with song lyrics and titles that they’d swap with fellow fans.
Knowles-Carter encourages personalization with her BeyHive members-only group. Members get early access to ticket sales, exclusive info, and updates.
Not only have these artists provided the soundtrack of many fans’ memorable moments, but they’ve also established a community that feels like a family.
There’s a chance that shoppers won’t be as loyal to their brands as they are to their musicians. But brands can build their case for brand loyalty with a good reputation and repeated, positive interactions.
Salsify consumer research reveals that 87% of shoppers have paid more for a product because they trust the brand.
The following factors play a role in building brand trust:
You'll strengthen your brand's reputation by offering high-quality products and trustworthy, positive shopping experiences.
Social commerce is an excellent way for the singers to connect with their audiences with the behind-the-scenes, authentic content they desire.
Knowles-Carter has more than 300 million Instagram followers and more than six million TikTok followers. Swift has more than 280 million followers on Instagram and 32.5 million followers on TikTok. Anything promoted by these singers reaches an impressive number of eyes.
Swift’s TikTok account links straight to her website, as does Knowles-Carter’s. With just a few clicks, shoppers can get their fix of content and then purchase a branded hoodie.
Cécred has its own TikTok account, run by a social media team that knows its audience well. Video comments are filled with praise for the brand and requests for it to be available globally.
Video Source: Cécred
Social commerce is a win-win for both parties because they get to build a more organic connection with their followers while reducing friction for purchases.
The secret sauce to social commerce is authenticity. Shoppers can tell when brands are phoning it in. Establishing a social media team is your best line of defense.
They’ll keep their finger on the pulse, ensuring you’re keeping up with the latest trends, building positive relationships with your customers, and facilitating influencer collaborations.
Having a seamless omnichannel experience across every touch point will also help remove any friction between discovery and purchase.
Knowles-Carter and Swift have built impressive careers by leaning into authenticity, perfecting product storytelling, mastering the art of the exclusive drop, taking risks, and connecting with their audiences.
You may not be destined for a career on stage, but your brand voice may have a shot at stardom just yet. Don’t be afraid to “enchant” shoppers by taking a page from Swift and Knowles-Carter.