How one entrepreneur turned political divide into a thriving ecommerce biz in just 3 months

Could you tell us a bit about yourself, what you sell at Identitee Politics and how you got started?

Identitee Politics was inspired by the divided times we live in, a time where people define themselves by their political beliefs like no other. We wanted to give people the chance to express themselves in a fun way with our shirts.

What did it take to get your first products in stock? Has that changed since you started?

We use print-on-demand services, so once we had the first designs we were ready to go.

How did you get your first sale?

We used a combination of paid Instagram/Facebook ads and natural/free traffic using online PR tactics.

What obstacles and challenges have you overcome along the way?

Print-on-demand shirts is a very oversaturated space, so it has been difficult to stand out.

You’re doing well, though! How have you overcome that challenge?

We have really honed in on our niche and let the data decide what the next new product should be and what campaign to focus on next. Your best selling product might not always be what you first expect and it's important to respond to the market.

What influenced your decision to use Shopify?

It is a very versatile and stable platform with integration for payment systems and suppliers, so it made a lot of sense. I really love the mobile app that allows me to manage my store on the go.

What was the process like to get started? Is there anything you wish you had known then that you know now?

Like most new store owners, I wasted a lot of money on paid ads without a solid strategy. Now I mainly use paid ads for retargeting rather than gaining traffic at the wider end of the sales funnel.

What Shopify apps do you currently use? Which apps are most important to your business and why?

I use as few apps as possible. The only three I have installed are the Print on Demand supplier, KIT for paid ads and Privy for email marketing.

What theme did you choose for your site and why?

I actually use Debut, the free theme that comes pre-installed. I have looked at all the free themes and some paid ones but find Debut to be the most versatile and easily customised.

What strategies have you used to attract more leads and grow Identitee Politics?

Right now I am focused on content marketing and online PR. Because of our original designs, we are able to let the product speak for itself.

What are some of the most effective ways that you interact with your customers?

Having a prominent 'contact us' link with a simple email form means potential customers can get instant responses during business hours.

Are there any metrics you can share in terms of order volume, monthly sales, increased revenue, growth %, etc.?

Since we have stopped focusing on paid ads, our traffic has slowed, but because we're being more targeted, conversion has doubled and revenue stayed the same, meaning a larger profit margin.

To what do you attribute those positive metrics?

Being data driven in terms of what products work and what don't and who our audience is. Both of those turned out to be quite different from what we anticipated in month one, but you have to let the data lead you.

What are you working towards now?

Our current site tries to target three markets, but the majority of sales come from one market. The aim is to open three sites instead of one and tailor the content and products for each market.

Are there any blogs or other resources that have been helpful for you?

Moz is the world standard in SEO resource for good reason. I recommend everyone check out their guides, and honestly the Shopify blog is an underappreciated resource. Their “50 Ways To Make Your First Sale” ebook is a great marketing resource.

Based on your own success, what advice would you share with others who might be just starting out with Shopify (or with eCommerce in general)?

Sell what you're interested in, not what you think is trendy. That passion and energy will come across to customers. Also, keep pushing to make your site better.

Where can we learn more?

Keep an eye on and sign up to the mailing list to hear about future products. You can also find up on Facebook, Instagram and Twitter.

Kevin - Founder of Indentitee Politics


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