Practical Tactics to Grow Your Business to an 8-Figure Brand - Branzio Watches | EP. #29
On this 29th episode of The E-Comm Show, our host and BlueTuskr CEO Andrew Maff is with Ronnie Teja of Branzio Watches. Join us as we listen to Ronnie share his story and learnings from building a high-growth 8-figure watch brand. From executing performance marketing strategies on Facebook and Google to leveraging the power of SEO, content, and affiliate marketing, Ronnie is here to give his best tactics on how to grow your business from a $13,000 capital to an 8-figure brand.
If you’re looking for raw and real insights from an entrepreneur who is not afraid to share his failures and successes, then this episode is for you!
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Practical Tactics to Grow Your Business to an 8-Figured Brand
Andrew Maff and Ronnie Teja
CONNECT WITH OUR HOST: AndrewMaff.com | Twitter: @AndrewMaff | LinkedIn: @AndrewMaff
About Ronnie Teja
I'm a failed Ph.D. in poverty economics pursuing a life of capitalism, a first-generation immigrant to Canada picking blueberries on a farm at the ripe age of 21, and went on to start my own business
Once we start with all the watch suppliers and the watch affiliate and the watch YouTubers and everything else then how do we get to the next level is how do we get a review on men's fashion how do we get reviews on these sites of course you can pay for it.
Hey everyone is Nicole B. the chief pretty chick in charge at shopprettypieces.com this is Rolando with global tech worldwide. Hey, this is Tanner Leatherstein with Pegai and you are listening today and you're watching and you're listening to The E-Comm Show.
Welcome to The E-Comm Show., presented by BlueTuskr, the number one place to hear the inside scoop from other e-commerce experts. They share their secrets about how they scaled their business and are now living the dream. Now, here is your host, Andrew Maff
Hello everyone and welcome to another episode of The E-Comm Show. I'm your host Andrew Maff and today I am here with the amazing Ronnie Teja of Branzino. Ronnie How are you doing ready for a good show?
always ready man coming in guns blazing. Whoo.
So right before we started you told me that you actually did a podcast earlier so I'm so excited for this cuz I know like you're coming in warmed up like prepped, ready to go. And we're gonna always find ready,
man, I don't need an invite to a boxing match. I'm ready. Great.
So let's do the usual let's pretend no one knows anything about you. Tell us a little bit about your background, your company and we'll go from there.
My name is Ronnie Tasia I run a company called Vrancea watches. The company was started on January the first 2015 I run a completely remote team of 30 plus employees. We do this in order to hide figures in terms of revenue. What else do you want to know I'm a first-generation Academy when I landed Fresh Off the Boat in 2008. And our first job when I landed in Canada was picking blueberries in the fields of British Columbia Canada.
Yeah, that was me. And where are you at right now?
I'm in the Maldives. So I am here for diving but to be what my usual choice applications usually route between Bangkok Banku and Berlin residences and all three series so perpetual Sunchaser and then I'm in the Maldives because my next destination is Dubai where I'm speaking in the affiliate World Conference, but I've been lucky enough to get the opportunity to speak and I said wait for a second if I'm leaving Bangkok then I may as well make a pit stop in the Maldives so I can go diving which I haven't done since the pandemic started
well there you go good call I was so far gone fantastic man
because he's a turtle shark you know the manta rays but
Yeah, so how'd you get into this product line in 2015 when you started
after after I failed venture of starting a consultancy or media buying I read somewhere online when I was looking for new business ideas let the margins on watches a pretty insane and I said wait a second. Money margins. I gotta try this thing out. So what does the usual rigmarole of actually starting a brand go on Alibaba trade resources supplier but lo and behold, I got taken for a ride but usually happens to a lot of people I guess? But we got these watches made we had the molds made we were ready to launch an investable. I think at that time I think 12 or $13,000 into the business which when you start out is a lot of money. And about and this is a period of like two and a half months hire a designer and did all that,
you know did all the fun stuff. By the time we
came to launch and I'm not joking about this I can make the sort of out of a movie right it's like 24 hours before launch. I see this Kickstarter page going on,
on on on some friends page. And I
go wait a second let me have a look at the Kickstarter page. And apparently, this brand is brand new launch has the same logo as us. Same watch face I lost somebody in China basically I sold this other person, the OEM specifications for watches. So
that was like basically, you know,
programmed distrust on the turn. I was like, you know, this is it my adventure as an e-commerce entrepreneur has basically ended even before it's even started. So I was you know, right down to the neck of the woods about five to 7k back you know, elephant banks caught a flight read somewhere again that the world's largest watched by an expert
is in Hong Kong
a one-way flight from Ecuador to Hong Kong's about 600 bucks ended up in Hong Kong partner buddy king who lives there and I said hey, but I need a place to stay I need to figure this out. So coffee accommodation Hong Kong, which is really expensive accommodation of food anything else? And wishes watch for every day for a week, right? I became such a pest that even reward supply new Miniato award me because I was asking too many questions at the end of the day, and asked me madam decision and you know, my mom taught me to always look for a good deal because I'm Indian. So it was like, one supplier who was small enough, but not large enough to take a chance on me. Or behold, you know, outcomes the Indian guy. I said, Okay, I'm gonna accomplish it, and then I'm going to come live with you for free. And then I'm going to ask you for credit after living with you for 30 days. Now, this guy was nice enough to give me a line of credit. I mean, it doesn't work when we still have the same supplier, you know, six, seven, phenomenal guy gave me a 60-day line of credit, payment term credit, which is unheard of in China. Yeah. And, yeah, that's how I started. And I think part of that has been because I have been quite persistent. In terms of the way, we've approached problems within the organization. We have been quite lucky, because all the buzzwords which I assume will be, will come up at some more time this interviews like iOS 14.5, iOS 13, blah, blah, blah. How are we able to work on it? That story? When,
So you got knocked off before you even really launched is amazing. So did you have to scrap the whole thing and basically, start started competing
on the dollar. But yeah,
So obviously, prior to the interview, kind of did some digging, and to see what it was, like what your background was, and all that fun stuff. I see that you've been in marketing for a very, very long time prior to starting this. So your background is primarily in digital marketing, correct? Yes, my
background, I'm a separate Digital Marketer. Like I said, like, when I was picking blueberries, I was like, Man, I'm not gonna go well, you know, I'm not going to do is back-breaking labor work. And our interest rates sooner first manual job at the right way, reduce, like, added and never had manual labor. I mean, you know, it's kind of like funny, like, you know, six months before that I was completing my Ph.D. in Economics at the London School of Economics. So life throws you curveballs. You know, when I was there, my parents got the opportunity. My mom was the principal, and we got the opportunity to immigrate to Canada. And you know, they said, it's a golden ticket.
These opportunities don't come too often. Because I've grown up in India, and I was like, Okay, let's do it. And lo and behold, we are what is yours?
What has your overall marketing approach? Ben, you're in watches, which is an incredibly crowded, complicated market. It's yeah, it's very competitive. It's typically a luxury side of things. So it's also a premium brand that you're trying to, you're trying to build out. So you have to build that brand around the watch itself. So how are you differentiating yourself against your competitors?
And there's been a couple of things that I've, and I'd say, we've been lucky on, and that I've been proactive on, right. So there's a little bit of luck at play here, which I'm not going to deny. Persistence plays a key role. And of course, there's been that sort of mindset of
deep platforming, let's say not putting all your eggs in one basket.
Right. So I'll take you through each part of it. And I'll try and explain as we go along. So the first part is not being platform-dependent. We were proactive and sort of getting off of. So the luck factor is we were into E-commerce in 2015. When CPM the Facebook oddity, right, so till 2018, I could still have that approach of treating Facebook or Instagram or 2019, even treating it like a washing machine. So I'm gonna throw in, let's say, 100 grand, right? And I have this 100 grand, we will optimize the ads to get it 2x 3x zero as, right performance marketing, as
we call it. It's worked out for 2019. Right? The second approach was,
That sort of my light bulb went off, which was in 2018, was like, We are too platform-dependent, when a Facebook account, Google accounts, and an am at their front end, we also bring some cypresses. And Amazon also got suspended at the same time,
right? And we were like, holy shit on my friends. But
that's true. It's happened everybody. It's happened to everybody in this whole plugin through the journey. And when that happens, you start getting pretty desperate. But that's when you realize that sort of thought comes into here is like, what if this happens again, we started looking at different avenues of actually saying, Look, I can't be too dependent on Facebook, I can't beat money on Google. So that's when we started initiating strategies for like influences for SEO for buying affiliate websites for all this other stuff. So if I were to look at Mac spend, or if I were to look at ad spend as a percentage of the business cost back in 2018, it was about 50% of the business, right? Today, that same sort of percentage of the business cost is about 20 25%. So much so a quarter of the business versus half of the business, and actually using that money for testing and actually building and acquiring websites which actually support the main branch of brand yourself is supported by, by 15 different websites. Right? So we actually said, we're going to actively pursue and buy websites, in different countries or competing spaces or whatever it is, well, whatever to support the main
branch, the branch. But that has worked out for us.
In terms of, and to be honest, if we were to talk about what I was 15, and is 14.5, that strategy is actually worked out for us in the long run, because we were able to take the content and make it a key pillar of our focus. And then actually taking SEO and growing the SEO, let's say two, plus a million a half organic visitors. And actually, which is on longtail search keywords like you know, what is the best words to wear for 20 to 20, to 20, to watch a review, blah, blah, blah. And actually using that to drive off on traffic and then converting them to, you know, local traffic, or investing in influencers for two to three or four years, versus Facebook, which is only giving me 1.8 or investing in Tik Tok, where we were able to draw a lot more users before the platform took off. versus you know, I can tell you some success stories. I can also tell you the failure, so take it with a grain of salt. Right morning, which is awesome. A very successful entrepreneur, blah, blah, blah. Listen, man, the I'm only telling you what, for things that have worked out for us, I can tell you about like 50 different things. And the acquisitions that have failed and you know, a website that I bought and have, you know, been hit by the Google have banned hammer, Hammer fails on the SEO influences have taken money from us and run away. So there's a lot of this stuff, too. I feel like people come to podcasts always talking, talking themselves up. And this is me, I'm very successful. No, no. There are about 30 different things that I've done out of which only four have been successful, there are 26 others that are failed, so, please
take it a grain of salt. So
not everything is the successful academic success that has happened, which hopefully, you and your audience can take and you know, be like, Okay, these are the four things that maybe we can learn from and we can try and emulate.
happily share that.
You got to spend it on all three at the same time. Base. Yeah. What do you do?
You know, your life is shit. When you even get the manhandle from being like, who gets a better handle?
That's a good question. I don't know anyone who's ever been suspended off of big gratulations.
What did you do? Oh, man, I didn't do anything
these days. You know, the problem is your business today is dependent on some guy who lives in, you know, for lack of a better word in India, or the Philippines or one of these places, doesn't know much about what a business does. And it depends on his motor the de la these days currently, do you have a fight with his wife the night before? Unfortunately, fortunately, for you, he did or did not do so true. That's what happens, man. It's. And that's what I said deep platform. Mm-hmm.
It is funny when you especially with like, things like Facebook or Amazon, I see it happen a lot where it's, it's just a matter of like, your support ticket gets denied, and you're like, just submit the same thing again, you'll get a different guy, and they'll probably be okay.
And that's a brutal good dude. It's literally that I thought things work. So it does not mean making this stuff up. I mean, it's stuff that you're on the ball or somebody else's did through
podcasts even like, I wish.
What I would say I would I was saying was made up. But unfortunately, we both know, or anybody who's in the podcast with an
econ business knows that. Um, that, um, you know, there's a certain element of truth to it. Yeah. The concept
of acquiring websites that aren't entirely it sounds like they're not competitors. They're just websites, your
website. So say, for example, if I would have built an SEO strategy, right, I want to surround myself with would likely with affiliate websites or people affiliates that we have worked with before. I mean, we look at it from a five to 10-year strategy, just like, if I would acquire this website, say, for example, if this affiliate, we were to pay the affiliate, let's say 100, grand and commission over the next five years, what if I would take the chance and say, talk to the affiliate today and make an offer of say 50 grand or 60 grand to buy the website, right? But the Zune risk is I assume the risk for the next four years in case this affiliate website gets into the banner or something, I'll pay you out by using the risk as
well. So you know, it's a win-win for either
party. So if I, you know, it's me taking the rest, and in some cases, the risk has worked out for me. Out of those 15 sites. There have been 10 sites that I won't mention. Like I said failure again, 10 sites were mentioned here because they are, so it was mostly a portfolio-friendly fire website. But there are those who failed. And you know, we've lost about, you know, $340,000 on that.
But fair enough?
We did, we took a chance we learn from it. And that's a pretty important lesson for us.
So are you continuing to maintain these sites? Or are you acquiring them? And then just kind of letting them ride for
No, we acquire? We maintain them, we will content with them. In some cases, you know, we even get a competitors to advertise on the campaign. My, you know, fortunate, unfortunate I'm, I'm subsidizing brand new competitors money.
Yeah. That's great. Yeah. Oh,
man, it's a bit different. And the pain was more than me. Why not?
Yeah. So you must have a pretty significant, content process going on if you're pumping out content on several different sites
all the time? Yes. And for that, the credit goes to my, you know, project manager, Calvin who lives in Kenya. And basically, he's the guy running the show. Because without him, I, you know, it's going to be a wreck, because we churning out I think about 30 articles a week 30 to 50 articles, and this and they, and that, in turn, is about I think about 10 writers that he has to manage. So it's a constant process of how this whole process is working. Yeah. Wow.
It's impressive. And so you have them all obviously, linking back to your own website? Yes. assumably, a little bit over to their site to kind of just keep catering to that. So that
we we don't want to show favoritism. But I mean, we do to a certain extent. So I mean, it works out in some cases, Will, it all? It all depends, right? We still want these websites to run separate business units making their own revenue, right. But at some point in time, with this downtime, we're not getting the CPM to the affiliate revenue that we have. And of course, we put a brand on top. Yeah. So that is created separately as well.
are you leveraging that same data from a paid ads perspective? So like, do you have your let's say, Do you have the brands do Facebook pixel on every single one of those, and your retargeting all of them that way? That's a very interesting approach. I don't really, I don't think I know anyone that's doing that right. Now. Let's, I can see how that would be risky, but also how it could definitely pay off. If they're,
of course, it does stop a funnel, right? He just wanted to touch on a topic. Once you get the travel funnel, then that's where you start building a brand because we know we were qualified users to enter watches, then why not show them the watch company that you own?
Yeah. So every one of these sites that you're acquiring is based around watches in one way or another? Yes,
yes. Yes. So it has to be in that
niche so that we actually use that remarketing data on YouTube or Google or Facebook or
anything else? Yeah. So Yeah.
You had mentioned earlier that, you know, you were suspended off Amazon, you kind of made it sound like that. You used to be on there. You're not selling on Amazon anymore.
We used an Amazon, I think but four years ago. Yeah. You put numbers on banners for sales velocity. Because when we were we grew from like 10 to I think like, from like maybe 500 bucks to like $3,000 a month. And we and Amazon thought we were selling some of this knockoff, watches corseted, and I said, Okay, thanks, a man by and we haven't been back on Amazon ever again.
Yeah. So you're solely on your site now or have you ever been almost
given 100% grommets, so we looked at the margins viewed by Amazon, we said you know what, if you were to pay 35% to Amazon, why not give customers an extra 20% discount to come to the pharmacy and
buy it to the customer gets a better deal.
And the problem with Amazon is also the jewelry and fashion insurance policies for two years. Now watches I mean, for lack of a better word, right? It's like they will last two years with 100 reviews on a watch. It's not a Rolex, it's not a lifetime purchase. Yeah, right.
So they will last two years button. There are a lot of customers and there's a lot of let's say, delinquents
out there. I have to say who would basically like the free product from Amazon every quarter for three months. And Amazon just is not our business. Your third-party seller doesn't really care is a free product we don't really get so you're screwed again. You're a small businessman. It's like when you go to a third party platform again at least with Google and Facebook I can control the levers are what the customers who come and what a return policy is and etc etc. With Amazon and Walmart and all these other guys' evaluations. They literally will take you as it is and they say look, we're the third party we made a 35% then our attorney the 35% mind you right it's just gonna say not a problem. Hey, you got basically product and they got a new job, Piper. Thanks.
Have you thought about going retail or anything like that?
We are We do work with DFS. What is duty-free? So we are only right now in a cup. It's the wrong time to be in the duty-free business. But the good part about it is
that we were able to negotiate some pretty aggressive rates. Yeah, again, negotiation. Thanks. Yeah. Nice. Yeah. So
what? What's your day-to-day like? Now you've got like, you know, I think you said you have 50 plus employees across the world, like, what? What is your main focus? Now?
My focus is to turn this business into a brand, right? Not very, it's a very, like a cliche thing to say, but so I'll delve into it a little bit. When I talk about what my priorities are, my priorities are dealing one on one with, with, let's say, what's the next best thing that we can do to delineate ourselves from of course like I talked about platforms three years ago, my goal was to move from a 50% paid ad spend to like 2025, which we have, right. The second goal is going to be how are we building an email list? How are we growing? Text? textless? How are we growing our brand working with key influencers? key influencers? would be like how I work with the gadget hood at how am I working with the guy that what you see hammer working with the guys, you know, in our particular niche, and when we reached out, which we haven't even started exploring yet, once we reached out with all the watch suppliers and the watch affiliate and the watch YouTubers and everything else, then how do we get to the next levels? How do we get a review on men's fashion? How do we get reviews and all these other sites? Of course, you can pay organically to get on there.
So you mentioned the beginning as well, you guys are you know, you're in the height figures. Now, one of the things I always mentioned is, you know, the there's that first million then there's typically like the 5 million mark 10 million, and then it's usually like 2550 that's using my cut off. Yeah, yeah. Yeah. So like, what? What is
grand man? Does everybody forget what the first 100k the first 100k is the hardest one?
That yeah, that's actually a very good point usually that the first 100 grand is difficult. What would you say are the things that kind of help you surpass those different hurdles?
I would show a difference. Yeah, for the first 100k was like, it was me plus one employee. And I was burnt out, man. I was working 16-hour days. I was I think I went from
the idea to kilos or pounds. Do you do
kilos or pounds? How do you measure yourself? In your way? pounds? Yeah. So if it's Baum's I went from, I think, again, about 80 pounds in a year. Wow. Yeah, I was a fat man. And out and I didn't know any way to like de-stress other than drink, I was drinking a lot eating like crap, all that stuff. So the, at the behest of my health,
I, I, I grew Plex to my first million, right. So I made a cycle, which is a very now that I look back at it, I'm like, silly guy.
And then when I grew from one to five, the health factor paid and a little bit, my team grew to maybe like 10 people per hour still, but I was a micromanager. Right, and micromanage everybody's business. I wasn't a good manager, my hiring practices were I didn't trust anybody to like have that sort of, to have that sort of, to trust anybody to run the business. I was the guy who the business was centered around. So I was back to working 6070 hours a week, maybe I would
have one day off. But again, right. self-loathing, self-hatred,
lots of drinking to de-stress, which wasn't really healthy again, weight was 260 to 170 pounds, right now, here and home. And then five to 10, the journey became different. Because of a higher HR department I hired this guy who was the HR director, and took the team completely remote. All the bad decisions I had in terms of hiring people, this guy replaced he cleaned house day one, and we got the right people, people in place to have to come in and manage the company
and the team. When that happened. I got to a phase of, hey, this company can run itself. I grew more trusting other people who hired experts who could do their jobs. And I could actually take a seat. Then I went from 32 and 60 pounds to almost 180 pounds. So
you don't look at right now.
No, because then came then COVID happened then I started drinking again. Man, I don't drink anymore. Right then I started drinking again, I didn't want to do I'm in business, and perfect for me to in COVID. But, you know, there was this other stress that you made up in your head. So so the next level of growth was drinking gambling back to old habits and not seeking external help. And then, of course, you can see the culture-changing people, what the hell's going on, etc, etc.
And then, you know, I, you know, talk to
a donor Doctor counsel, and then that was the third shift and now Don't bring back to No drinking anything else.
And 160 pounds. So
if I would tell you anything or anybody to this podcast, right, put your health in yourself and your mental health, your physical health first, and then you focus on everything else, because you are the key person for that team. And what not a lot of people realize is that if your mind, body, and soul are not in sync, it can ruin your business. I have been very lucky that even when I was going through that phase of COVID, or whatever, my team around me was very strong to be up there. And they were one of the reasons that I actually, I said, if they if I'm surrounded by such amazing people around me, I need to pull my socks off. I can't really be doing this. I'm not kidding.
the mental health side of things is a very interesting topic. I know. It's definitely I would say over the past couple of years, especially since COVID happened, it's definitely a hot topic that a lot of people are always talking about. And to be completely honest, even myself, I'm guilty of saying like, that's like, you're fine, like, stop, stop crying about it. But like as I went on, I promise you in the past, as I would comfortably say probably past like six months or so I started realizing okay, I was wrong. Like I can see how the consistent stress and like things like that really start to bottle up. And so you mentioned you went and saw a counselor? What'd you get a GLA a life coach type of counselor? Do you get more like?
Dude, I'll be 100% honest. And this is public domain public REITs have no issues I talk to like Costco asanas are drinking and I said I'm going down the wrong path. So talk to like the guy who was an alcohol counselor. And I said, Look, if I can be drinking, I am going to go down a path, which is going to lead to alcoholism on Friday. Yeah, right? You're drinking price two times a week. Fair enough. But I but the thing was, it's not the drinking, it was the drinking the bad habits, our futures, not exercising, eating a lot like all this stuff. So a lot of people were able to manage it, I was meeting. And then of course, then came the thing about, you know, business, business stress, etc, etc. So this person had sort of dealt with entrepreneurs before. So he had an idea about it. So for me, it sort of worked out. It was
like a, you know, there was an all in one deal.
Right? So what out for me was fantastic. But the thing was, like when I thought about mental health before, like, if you'd asked me like, a year and a half ago be like, No, don't do not talk about it. Because what my hope is that if people want to talk about it, then you know, feel free to reach out to me on LinkedIn, or any other avenue you want. So I can help you out. Man, I have no issues like I'm an open book. So if I can even change somebody's life a little bit for the positive, I'm happy to do it. And I only take
1520 minutes of my time. So now
that you've been able to kind of relieve some of those stresses or release work through them, what what are you kind of channeling your energy to now like what's, what do you what is next for brands, you know, that you're kind of focusing on
focus is we want to hit the $50 million mark in terms of sales, right? So my life currently is, you know, a lot of focused work. So you know, for some reason, I wake up at 5 am in the morning, and I just never wake up at 5 am in the morning. So by the time it's like 6 am, I'm at inbox zero, right? I've done, I've done you know, I've done a morning routine, which is like making filter coffee, and all this other fancy stuff that I do. And you know, by 9 am,
if I need to
bout a 9 am is after my gym, blah, blah, blah. And basically, I'm ready to hit the ground running. So from 10 to two, I just mash out all the work that I need to be doing. And then the Can I take a break, go to the gym again, or cycle or something, and then I come back and work in the evenings and I have my meetings or podcasts or whatever I need to do in the evening. So I've literally been able to take my day and decouple it in such a way that it suits my lifestyle the best. And of course, the focus then becomes is like, in the morning, you know, depends on the day, we were to focus on the main task is to okay, like I was explaining was how we looking at acquiring websites to grow again, right? It's like having that sort of thought process. Our websites, the only way to grow out why we if we would require websites, and what are the dollars and cents costs of, you know, building a content engine that could put a cost the same Cetera, et cetera. So you know, it's different priorities for different days, but my goal is to hit $50 million in the next
I would say 16 months.
And you think that the website acquisition strategy that you have is probably what's going to be the thing that helps you get over that.
there. There are pros and cons to it, right? You just have a sense like I said, Robinson says, Do you build it you build your own quantum machine which can go head to head with like HODINKEE and all those guys, or do you sort of come into such a play where you can actually say, Can I acquire five or six more websites make another pillar out of it and then buy it so when I am leaning towards right now is maybe we you know, we will tap out at a certain level but I don't think so that that gap has been covered yet so I want
to try and cover that gap.
When we go that gap then we can look at something larger.
Ronnie really appreciate having a show I don't want to take up too much more of your time this was fantastic learned a lot. I'd love to give you a minute and let everyone know where they can learn more about you more about what brands do and we'll go from there.
my walk record is banjir.com you can reach out to me on LinkedIn running my first name last name Stasia is always happy to help Yeah, I mean look at any time it's been a pleasure to be on the show and then if at any time like if you want to reach out for any help or anything else, um you know, I'm an open bookman. Beautiful
appreciate Ronnie, thank you so much for being on the show. Everyone who tuned in, of course, thank you as well please make sure you rate review and subscribe to all that fun stuff on whichever podcast platform you prefer YouTube or ecommshow.com But as usual, thanks again and we will see you all next time. Have a good one. Thanks. Bye.
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