In this 15‑minute monologue, Nathan Miller delivers a tongue‑in‑cheek "tier list" that ranks the various components of an e‑commerce (dropshipping) business from S‑tier (most critical) down to D‑tier (least important). He argues that many entrepreneurs waste time on low‑impact items and need to focus on a handful of high‑leverage levers. The video walks through each element—platform, demographic, product, marketing, creatives, support, fulfillment, ads, offers, and even humorous entries like Iron Man and cats—explaining why he places them in a particular tier and offering concrete advice (e.g., use Shopify for its Shop Pay conversion boost, prioritize direct‑response marketing and high‑quality creatives, protect against chargebacks, and ensure fast fulfillment). He dismisses Google Ads, email, and upsells as supplemental or ineffective for early growth, and downplays website polish in favor of ad creative and targeting. The conclusion recaps the top priorities (direct‑response marketing, creatives, Shopify, Facebook ads, support, fulfillment) and suggests a staged focus as the business scales.
Chapters
Hey, go away, boy. We're gonna be doing an e-com tier list today because you don't understand e-com and you don't understand what's actually important. And so this list is going to drill in your head what you actually need to do and focus on. Okay, that's as simple as that. It's what you need to focus on because a lot of these things you don't need to focus on and you're focusing on them, which is causing you to not have success, which is causing you to get mixed up and have really weird and really awful dreams that just make you hallucinate and become a different person. So let's get into this. First off, sunning your balls has nothing to do with e-com, so it goes straight into D tier. I understand that getting the sun on your balls heightens your testosterone, makes you more focused, but that doesn't have to do with e-com. Focus doesn't equate success, so we're going to stop at that. Next thing is the platform you use. This is very important. I would say this is arguably A tier. Um, I use Shopify because Shopify has Shop Pay. Everything else doesn't have Shop Pay, so Shopify has a higher conversion rate. That's why I use Shopify, and I think it's important that you use Shopify. Next is demographic. Demographic is actually arguably— I would put in A tier as well, and that is the demographic that you are selling to. And that goes into product as well, which we'll talk about. But demographic is so important, especially if you're doing MRR. Because it factors your churn, it factors your chargeback, it factors how many just complaints you have, how much you have to spend on customer support. It factors how long people stay in your subscription program, and it factors how much will— it factors how much people are willing to pay. So that's why demographic is so important. Next is product. Product. Product is an interesting one. I'm going to put product Also at A tier. And the reason why it's not S tier is because I've seen people sell some pretty crappy products that have done crazy revenue and crazy profit. But the product is important because the product directly influences your demographic, right? What you're selling, right? If you're— whatever you're selling, right, it fulfills the desire of someone. But that someone is not something you can create. You can't create a desire, you can only channel it. And so your product is very important because By picking a product, you're picking a desire, which makes you pick a market or a demographic. So you have to pick the right product. All right. So it is very important. Next, we have Google Ads, and Google Ads are going to go literally into D tier, not because they're not entirely important, but why would you focus on Google Ads if you're trying to do e-com, trying to start off e-com? Google Ads is mainly a supplement to your Facebook ads. It's basically whoever buys you whatever purchases you get on Google Ads because you're spending on Facebook. They're customers that have seen your ads already on Facebook, go and search your brand up on Google for the most part, and that's how they convert. So if you focus on Google Ads first, it's just a ridiculous tactic and I don't think you should do it. Next we have— I don't know why I keep doing that. Next we have Iron Man, also known as Tony Stark, AKA Half Jarvis, S tier. Aura, a bunch of memes, a bunch of good clips. Um, I named my chatbot after him, so yeah, really like him. Next we have marketing. Marketing is definitely going to be S tier. This is probably the one thing if you could focus on and spend all your time and energy and focus on one thing in e-com, it would be marketing, and specifically direct response marketing. I don't know why it took me so long to formulate that thought, but direct response marketing is the most important thing because it can make you sell a literally saturated, sophisticated product that everyone and their mom has seen and make you turn it into a literally billion-dollar company. The only thing that can do that in all this is direct response marketing. That is super important. If you guys are wondering what that is, Buy Breakthrough Advertising, read it like front to back 3 times, spit on it, do whatever you have to do, absorb that content, and you will become a much better understanding of one, markets, desires, everything, how something sells, how to sell it, but just what kind of game we're in. Because everyone thinks we're in a product-based game. We're not. We're in a desire and market and marketing-based game. Next we have support. Support is really important why I put into A tier, especially because in support I'm also talking about Disputifier, ChargeBack, like chargeback protection. And now if you're going to be running on Shopify, if you don't have support, if you don't have these things set up, you can pretty much just, you know, go ahead and hand Shopify $50 grand of your, your payments because they're going to ban you and hold your money. So you need to understand that building a solid backend is literally the foundations of your business. It's the foundation that will keep your business alive and running and at least have you still processing payments, especially if you're doing MRR. You need good support and this is super, super, super, super, super important. Next, we have creatives, S tier. I think creatives are S tier because they are directly what's influenced from your marketing, right? They come from your marketing, they come from your marketing, and creatives themselves One creative can make you $1 million, and that is crazy to think about. But one 60-second video, one 3-minute video can make you $1 million. That's how crazy they are. So if you focus on direct response marketing and how to turn those into creatives, boom, you're going to be making a whole lot of money if you understand those two things. That's why it's an S tier. Next, we got cats, also S tier. Wow, there's a lot of S tier, but cats go into S tier because one, they give off when they purr a little vibrational frequency that heals you and healing the inner self is what leads to the greater success. So that's why it's an S tier. Offer is next. Offer is A because offer is super, super, super, super important. Is it as important as marketing and ads? In my opinion, no, but the offer itself can make you go from unprofitable or break-even to profitable. So changing your offer, thinking of new ways to do things is a very good thing and a good thing to focus on. Next is Facebook ads, another A tier. Wow, these are a lot of A tiers. Um, Facebook ads are also very, very, very important, and the reason why is because if you look at any e-commerce brand out there that is scaling to 7, 8 figures, they're always spending all their money on Facebook, like literally 60, 50% majority of their income— ad spend, I meant— is on Facebook. And that's for a reason. And that's why you should focus on Facebook ads. But if we're talking about media buying, if we're talking about campaign structure and all that, you know where this is going to go. C-tier. Because you guys focus on how many CBOs do I need? How many ad sets do I need? Oh, Nate, do I do flex? It doesn't matter, bro. If you have a winning ad, it's going to win no matter what. Okay, so if it's media buying, it's in C tier, and I think that's what I originally meant that to be. Next, we have a website, also goes into C tier. You guys might be, well, don't you have to have a nice website? Dude, I know a guy right now who's printing $100K a month, and his website is literally the most absurd thing I've ever laid eyes on. I don't understand how anyone converts, but it still does $100K a month. Your website doesn't matter. It's your ads, your offer, and your targeting and your marketing. That's all that matters. Next is Richarlison. Richarlison's B tier. He is so underrated. People say he's bad, say he's like, he's not really Brazilian and all this. Bro, when he plays for Tottenham, bro, he actually scores goals. He scores goals, okay? So I don't want to hear it. Next we have email, D tier. It's very similar to Google Ads. Very, very similar to Google Ads. And the reason why it's similar to Google Ads is because it only works if you're already printing. If you're break-even and throw on emails, you're not going to make that much more money. If you're printing and throwing emails, you're going to make more money. And so like, you need emails, and emails are something that are smart to have, but focusing on emails is retarded because you're focusing on something that's not going to make your business do better. It's a supplement. It's something that— it's like, it's like a leech. All right. It leeches onto your business and it will give you more revenue out of what you already have. But if you don't have anything, you don't got motion, it ain't going to give you more motion, bro. Next, we have fulfillment. A tier. Actually, I'll put B tier. There's two sides to the coin. There's been people out there who, you know, actually, no, I'm going back. I'm putting it in A tier because A tier if you hear me out, fulfillment is how long your customer gets their product, right? How long till they get their product? That directly influences chargebacks. That directly influences churn. Because if you're doing MRR and someone pays for an order, it takes 2 weeks to get there. And then after those 2 weeks, another 2 weeks passes and they get billed again. They're like, I've only had my product for 2 weeks. What the frick? They're going to churn, they're going to cancel. So fulfillment, having USA shipping is very important. Having reliable shipping is very important. Sending out good products that actually work and don't give people disease or hemorrhoids, that's a very important thing. Last but not least, we have upsells, and that also goes into D tier. I have never focused on upsells in my life. I've tried, I've tried new things, I've done new things, and in my $7 million of e-com Shopify, but jingle bongle revenue, I've never really cracked a crazy upsell that has changed my business. So that's why it's a D tier. So basically, based off this video, the things you should focus on: Iron Man, Cats, marketing, direct response marketing, your ads. Those are the main things you want to focus on in the beginning. And then when it comes to when you're actually going through the products and everything, You know, maybe you throw demographic in there, but then you got to really make sure your support's good. You can optimize your offer, you can make your product better, you know, but all this other stuff right here, media buying, obviously Facebook ads is really important, but media buying on Facebook ads isn't. Your website isn't. It's something you can optimize later and make nice later to look nice, but like it's not going to make necessarily give more sales. So yeah, that's basically this video. That's the tier list, bro. Um, hopefully— ow— hopefully you enjoyed this. And yes, that's all I have to say.
