2X eCommerce Podcast $40M in 5 Years: The Profit-First Obvi Playbook for DTC and Retail Domination → Ronak Shah
In this episode of the 2X eCommerce Podcast, Kunle Campbell interviews Ron Shah, co-founder of Obvi, a successful collagen brand that has profitably grown to a $40 million business in just five years. Ron shares the strategic shifts from direct-to-consumer (DTC) to retail, insights on user-generated content (UGC) and community building, and the importance of lean operations. He discusses the learnings from their presence in major retailers like Walmart and emphasizes the role of micro-influencers and loyal customers in their marketing strategy. The episode offers valuable lessons on navigating the challenges of the evolving eCommerce landscape and building a profitable brand with minimal resources.
- (00:00) - $40M in 5 Years: The Profit-First Obvi Playbook for DTC and Retail Domination → Ronak Shah
- (02:50) - Ron Shah's Journey in the Supplement Industry
- (04:46) - Formation of Obvi and Leadership Team
- (07:02) - Scaling Obvi: From Startup to $40 Million
- (08:34) - Profitability and Lean Operations
- (09:10) - Leveraging Agencies and Performance Models
- (13:21) - Building a Strong Community and Ambassador Program
- (17:07) - Retail Expansion and Lessons Learned
- (22:37) - Customer Insights at Walmart
- (23:41) - Social Media Strategy for Walmart Listings
- (27:33) - Impact of Brand Collaborations
- (29:03) - The Rise of TikTok Shop
- (32:20) - UGC and CGC Strategies
- (36:21) - Content Creation and Ad Strategy
- (43:34) - Rapid Fire Questions
- (45:32) - Conclusion and Final Thoughts
Resources mentioned:
- Insense: A platform used for sourcing creators and generating user-generated content (UGC).
- TikTok Shop: A growing social commerce platform that integrates shopping directly into the TikTok experience.
- Shopify and Shop App: Obvi uses Shopify for DTC sales and sees potential in the Shop App for social commerce innovation.
- SPINS and Nielsen Data: Tools for retail sales analytics, used to gather insights about performance in stores like Walmart.
Books Mentioned
- Winning Is Everything by Tim Grover: A recommended read by Ron Shah.
Community Management
- Obvi’s Facebook Group: A 105,000-member community of loyal customers actively engaging around collagen and wellness topics.
Connect with 2X eCommerce:
- Website: 2X eCommerce Website → https://2xecommerce.com/podcast/
- Instagram: 2X eCommerce Instagram → https://www.instagram.com/2xecommerce/
- Twitter: 2X eCommerce Twitter → https://twitter.com/2XeCommerce
- YouTube: 2X eCommerce YouTube → https://www.youtube.com/@2XeCommerce/
Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.
- Buy on Amazon → https://amzn.to/3ybY6WS
- Buy on Walmart → https://bit.ly/3swOuDe
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- Buy on WHSmith → https://bit.ly/4bfr9r3
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