The Other Side of Neuromarketing — Buy Now on Netflix Is a Must-Watch for Founders Who Sell

The Other Side of Neuromarketing — Buy Now on Netflix Is a Must-Watch for Founders Who Sell
We all know the science behind conversions — urgency, scarcity, dopamine hits. But Buy Now: The Shopping Conspiracy on Netflix shows what happens when those tools stop serving people and start steering them.

What This Watch Is

A sharp, investigative documentary that unpacks how e-commerce platforms, influencers, and algorithms engineer buying behavior. It explores the rise of real-time persuasion — from data-driven discounts to neuroscience-led UX decisions.

Why It Matters Now

As founders, we often celebrate the power of behavioral science in driving growth. But this film asks: where’s the line between persuasion and manipulation? And more importantly — who draws it?

Key Takeaways for Founders:

  • The same neuroscience that fuels good UX can be twisted into pressure tactics.
  • “Choice architecture” is becoming less about helping users and more about cornering them.
  • Fast fashion and drop-shipping models are feeding an endless impulse loop.
  • There’s a growing trust gap — and product-led brands can either bridge it or widen it.

Why I’m Recommending It

At 58miles, we use product quality and storytelling to sell. But watching this made me reflect on the systems we plug into — and the subtle pressures they exert. It’s the other side of the coin: neuroscience is powerful, but easy to misuse when ethics take a backseat.

..

Founders who use behavioral science should see this not as a critique — but a caution. Power, if unchecked, becomes manipulation.

🎥 Watch it here: Buy Now: The Shopping Conspiracy – Netflix (may require subscription)
More stories on eChai

The eChai Effect - In Their Words

“When we launched LegalWiz.in back in 2016, concept of procuring legal and compliance services through a digital commerce platform wasn't as prominent in India. eChai played a significant role in providing the early adopters, and building significant positioning in the startup fraternity. Overtime, eChai grew to be a massive network of like-minded entrepreneurs and extended that benefit to all the members in a true "co-rise" spirit. I personally love to attend eChai events, learn from subject matter experts who share relatable and actionable insights and experiences. For startup journeys, it is so important to be surrounded by people who can add relevance, perspective, and push you to do better. Most importantly a group of people where you aren't being judged about things going right or wrong, but be a motivational force that keeps you going, yet keeping you in check. eChai is that place for me!”
Shrijay Sheth - Founder at LegalWiz.in and Hire4Higher Consulting
Shrijay Sheth
Founder at LegalWiz.in and Hire4Higher Consulting
"At DevX.Work, we’ve greatly benefited from our association with eChai. Their events and networking forums have connected us with high-potential startups, ecosystem leaders, and innovation-driven professionals — many of whom have become valuable partners, collaborators, and even clients. What stands out most is the openness and accessibility of the community — whether you're an early-stage founder or an experienced entrepreneur, eChai provides a welcoming space to learn, collaborate, and grow. It's more than just a network — it's a catalyst for real, collaborative growth. We’re proud to be part of the eChai community. Highly recommended for any organization aiming to grow within the startup space."
Umesh Uttamchandani - Co-Founder, DevX
Umesh Uttamchandani
Co-Founder, DevX
“I have no hesitation in saying that my association with eChai has been a gateway into the startup ecosystem. Through this platform, I’ve had the opportunity to connect with many young and dynamic entrepreneurs. These interactions have been immensely enriching - I’ve learned a great deal and have always tried to offer guidance whenever approached. It’s a truly symbiotic relationship that I deeply value, and it wouldn’t have been possible without eChai.”
Syed Nadeem Jafri - Founder, Hearty Mart
Syed Nadeem Jafri
Founder, Hearty Mart

eChai Partner Brands

eChai Ventures partners with select brands as their growth partner - working together to explore new ideas, open doors, and build momentum across the startup ecosystem.

Employment Laws
Parikh Assurance

Comprehensive services: Labour Laws, Compliance, HR, Payroll & Disputes.

IT Hardware
Sheth Info

Your go-to destination for branded and refurbished IT hardware

Academia
Narayana Business School

Narayana Business School is recognized as the preferred destination for top companies seeking exceptional talent and future leaders.

Marketing Tools
Creatosaurus

All-in-one creator stack for storytelling.

Logistics
Riddhi Corporate

Efficient Logistics Solutions

Gaming
Zatun Games

Zatun is an award-winning, innovative indie game developer since 2007. We develop our IP and do work for hire.