#331 - Reimagining Creator Commerce with Fourthwall's Will Baumann

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Jul 11, 2024

Will Baumann, CEO of Fourthwall, discusses e-commerce for content creators, merchandising strategies, growth channels, and empowering creators to build their businesses. Topics include Fourthwall's target audience, market positioning, and differentiation strategy. Will shares insights on sales tax, setting up with Fourthwall, trends in product popularity, and community-driven sales vs paid ads.

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INSIGHT

Creators Shouldn’t Be E‑commerce Operators

Fourthwall removes e-commerce complexity so creators can focus on content.
They handle sales tax, supply chain, payments, and customer support for creators.

INSIGHT

A Simple Layer Over Complex Platforms

Fourthwall positions as the Canva to Shopify's Photoshop for non‑technical users.
Their platform gives creators a professional branded storefront without deep e‑comm setup.

ADVICE

Defer Sales Tax Burden Until Scale

Avoid registering sales tax in every state until volume makes it necessary.
Use a partner like Fourthwall when you approach ~100 orders to avoid compliance headaches.

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Will Baumann is the co-founder and CEO of Fourthwall, a company that empowers creators to sell products online without needing to be e-commerce experts.

At Fourthwall, they handle sales tax, supply chain, customer support, and more so creators can focus on making content and growing their community.

In this episode of DTC Pod, Will shares his insights on the complexities of building a business out of one’s personal brand and how Fourthwall has been aiding this process for over 50,000 creators.

Will also touches on the power of creators today, the trends they’re seeing at Fourthwall in terms of product popularity and paid ad usage, and Fourthwall’s differentiation strategy, growth channels, and future plans.

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. E-commerce for Content Creators
2. Fourthwall’s Target Audience and Market Positioning
3. How to Get Started with Fourthwall
4. Merchandising Strategies for Creators
5. Growth Channels: Word-of-Mouth, Cold Outbound, SEO
6. Community-Driven Sales vs Paid Ads
7. The Power of Content Creators

Timestamps
00:00 How Fourthwall helps creators build their businesses
06:39 What creators need to know about sales tax
09:50 Identifying a customer persona for Fourthwall
11:53 Steps to get set up with Fourthwall
14:09 Fourthwall then vs now, from manual to automated processes
18:12 Distribution trends on Fourthwall, community vs paid ads
19:05 The most popular products creators sell and how to scale
20:10 Starting a business vs creating a new revenue stream
22:04 Fourthwall’s future plans and growth projections
24:10 Positioning against Shopify and Pietra
25:44 How Fourthwall reaches its ICPs: word of mouth, cold outbound, SEO

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• #243 Kian Golzari - Source & Develop Products Like The World's Best Brands

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Will Baumann - Co-Founder and CEO at Fourthwall
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic