Phillip: Hello and welcome to Step By Step, a podcast by Future Commerce presented in partnership this season with our partners at Temu. I'm Phillip.

Alicia: And I'm Alicia.

Phillip: And this is our 16th season of Step By Step, Alicia. I'm so excited to be back. And this season, we're talking with three real businesses who have had unexpected growth on this platform called Temu. I've heard of it, you've heard of it. And these companies have had unbelievable growth. We're going to hear from each one of them, we're going to talk about how very different their businesses are, and how real their success is. And so that's what this season is all about. And before we get there, I love to maybe talk a little bit about what Temu is all about, why we're partnered with them for this season, and what we have learned a little bit in putting the series together, Alicia.

Alicia: Yeah, absolutely. I mean, I think the one big thing that really was reaffirmed for me as we were speaking with these founders and business owners is just how culturally relevant and impactful Temu is as a platform. I mean, we've done our own research, our new modes data pointed to the fact that a quarter of consumers are tapping into Temu monthly, and most of them are going to the site with the mode of buying something. They know they can trust Temu, rely on it to, you know, find a particular thing they need or maybe even be delighted and surprised by what they find on the platform. And I know, we had one particular conversation where there was one category, one type of brand we didn't expect to see success on a platform like Temu, but they did. So I'm really excited to dig into that.

Phillip: Yeah. And and that is the thing that I took away from this season of Step By Step, which is even though these businesses have, uh, such diversity in the types of products that they offer, and I when I say diversity, I mean, the not just the types of products, the categories, but we're also talking about complexity of logistical challenges. We're talking about, like, live plants to frozen food delivery to, uh, you know, a endless assortment in, you know, thousands of SKUs of embroidered patches. The The scales and the challenges of the types of businesses are very real, uh, but also their success is very real too. And, you know, Temu's success in the last few years here as a marketplace here in The United States and its engagement with shoppers is also, an unbelievable success. Consumers have come to trust it. En masse, we have 400,000,000 monthly users that shop on Temu and, you know, half a billion engaged shoppers are turning to it in a time where, I think, it's a little harder to open your wallet every day as an American consumer to try to get not just the things that you want, but the things that you need. So there is an alternative here. What we're looking at this season is, is Temu a viable option as part of your channel diversification strategy as a merchant? In your 2026 strategy, are you able to look at other marketplaces beyond the standard fare for potential incremental growth for your business? And to speak to these retailers, these brands, the answer for them was yes. I think the question that we were asking this season is, could that be right for you at your stage of your business and your growth? Uh, what else are we thinking about and talking about over the next few episodes here, Alicia?

Alicia: Yeah. So I would say the big things that we want to drill a little bit deeper into is how are brands tapping into this massive audience? I mean, you shared the scope and the opportunity here in terms of monthly users, but how do you tap into that audience in order to really understand, um, you know, products are resonating? What new opportunities are there for product development and product curation? And most of all, how do you kind of use platforms like TEMU as a starting point for longer term engagement? I mean, of course marketplaces are incredibly valuable for discovering new products, discovering new brands. I know Temu has kind of adopted that frame of mind of being a discovery based platform. But how do you turn that moment of connection and conversion into something more long term? How do you become a brand that people come back to time and time again through TMO? Um, so in addition to these individual success stories, you know, I'm really excited to have Zak Stambor on with us every episode kind of setting up these conversations. Um, he's with eMarketer. He does such in-depth research and analysis on the marketplace landscape, not just Temu, but this entire industry, which seems to be growing and evolving by the day. I mean, it's not just about the big players anymore. It's about all of the the niche platforms and how all of the different sites have different benefits. So I think that's the other key thing for us to, you know, share with our audiences. Sure. Marketplaces are great as a whole and they could be effective for your business as a whole, but how do you determine where to go? How do you determine what partner is best for you depending on your category, your growth goals, and essentially what you, what you need in order to run your business. And that could be audience, it could be datand analytics, or it could be fulfillment support. So we're going to be exploring all of these unique differentiators and capabilities that you may be considering as you're weighing this marketplace space collectively.

Phillip: Yeah. And I guess the question now is, who is this series for? Uh, and I think for me, you know, after, you know, two decades in ecommerce, I think you could find yourself in in the shoes of maybe you're a US based business, you know, looking for new channel expansion. And having talked to these leaders, I think that, you know, this is businesses of all sizes that are looking for incrementality in their business, and they're potentially looking at new channels. Uh, I really do think that, you know, no matter your size or scale, this is worth, uh, an examination at this point in our, uh, growth conversations today. So, uh, and US based businesses really can benefit from hearing this particular series. So I think that's number one. Number two, if you're a leader and you're mapping out your channel diversification strategy for 2026, what stays, what goes, definitely want to listen to this conversation here over the next few days. And then, you know, this whole week, in Step By Step, you know, we always set aside a whole conversation. We talk strategy. And if you lead strategy in your marketplace team, you probably have a little bit of curiosity about an entire category of new channels.

Phillip: This is something that we did a lot of research on this year in our new modes research. And Temu, among others, were at the top of shopping channel journeys for new consumers, especially among Gen Z. And so if you are leading up strategy about how new consumers are using channels like Temu in their shopping journey, what they're buying and how your brand might fare there, this is also for you. So I can't think of a better way to sort of close out this year and all of our research that we've done here in 2025 as you're planning for 2026 than to have these kinds of conversations. So without any further ado, we kick off this our greatest series yet, our sixteenth season of Step By Step in partnership with Temu. Let's have our first conversation here with Zak Stambor of eMarketer on what it takes to be successful in a channel like Temu here as we head into a new year.

Alicia: Zak Stambor of eMarketer, sir, thank you so much for joining us for Step By Step. It's great to have you.

Zak: Oh, I'm so happy to be here. Thanks for having me.

Alicia: Yeah. And and honestly, you're gonna be our source of truth, so to speak, throughout, uh, the next three episodes of this season of Step By Step because you have done so much incredible research and analysis into this world of marketplaces that we're gonna be exploring quite a bit, um, with our guests. Uh, but before we dig into the really deep dive questions, don't you set the stage by sharing a little bit about your work at eMarketer and perhaps most importantly how you got immersed into this big world of marketplaces?

Zak: Yeah. So at eMarketer I oversee the retail and eCommerce team, short form team. We have a long form team and a short form team. So the short form team I see as kind of the connective tissue across the organization. So our main product that we put out is a daily newsletter that we call a briefing, but then we also put out podcasts, we put out reports tied to the news, and we really make sense out of what is going on and what that means looking over the long term horizon. I've been covering retail and eCommerce for what seems like a million years.

Alicia: Time goes slow but fast in this industry, I've noticed. Yeah.

Zak: I started in 2009. So 2009 really was just eons ago in terms of the marketplace landscape. That was actually the year that Walmart launched its marketplace. So it's just like a world of difference in terms of then and now. And there really weren't that many marketplace operators at the time. But today it seems like just about everyone in retail has some sort of marketplace in some way, form, or fashion.

Alicia:

Zak: And so just more and more movement into marketplaces and for good reason, because marketplace sales are outpacing overall eCommerce sales and they're gaining on that share every single year. So just to get a sense out of that, like pre pandemic twenty nineteen marketplaces accounted for, I think, 2.1% of eCommerce sales. This year, we expect it'll be 42% and it's just an up into the right trajectory through 2029.

Alicia: and we're gonna be getting into that quite a bit over the next few episodes with a few sellers. But I do wanna key in a one facet of that conversation. Right? Um, and that's this idea of how do you stand out? How do you win in this landscape, um, especially as it gets more competitive? And some marketplaces are introducing advertising into the mix and that of course plays a role in visibility as well. Uh, what do you say to folks that are are are kind of challenging the barrier to entry so to speak for marketplaces or questioning it because you know, there's this dialogue that like a small group of sellers capture the largest share of traffic and sales. Is it really becoming that top heavy? And, um, I guess really just like lay out the opportunity for these smaller entrants and the newer sellers that are coming into the mix now. Is the opportunity still as significant for them as it was possibly two to three years ago?

Zak: Yeah. I think it is true that in some ways it is harder to break in just because there's so many players in the space, but it does not mean that it's impossible to break in. And one way is just simply leaning on retail media dollars and spending on advertising, but also just having some unique value proposition, having good content, having a unique product. There are all sorts of ways to differentiate yourself and build an actual strong business and your own niche within this space.

Alicia: Yeah, I think that's a really strong point. And honestly, each marketplace has its own value props. They have their own distinct tools, capabilities, um, especially like logistics. Right? I mean, I think they're all trying to build out that stack so to speak that that makes them the ideal marketplace or destination for, um, for sellers. But how does that tie into, um, you know, some of the other facets that are required for sellers to be successful on these platforms? Like, I love that you really zeroed in on a great product. I mean, we're big on, uh, storytelling and cultural resonance. But like from a from a practical standpoint, are there any other nuances that really separate the leaders from the followers from a seller perspective?

Zak: Sure thing. So I think one big thing, and it sounds like an obvious point, but I think it's worth noting is that you have to understand the platform. You have to understand what the platform's algorithm, as well as what resonates within the platform. just understanding who it is that you're selling to and what they're looking for, which is just a central tenant of retail, but it's incredibly important in a crowded marketplace, so to speak, because otherwise you're just gonna get lost in the shuffle.

Alicia: Yeah. I think that's a great point. And is there anything else at play for these sellers that are trying to not just enter and compete through these marketplaces, but grow through them?

Zak: So the other piece of that within understanding the marketplaces is understanding the levers you can pull within the marketplaces. And so understanding like what it is that consumers are looking for in terms of logistics, delivery speed, all those sorts of things, those elements is a critical ingredient to driving success on that platform.

Alicia: How important is it for sellers to diversify, like sell through different marketplaces? Because it seems like that's been employed more frequently as of late.

Zak: I think it's essential. Diversification is always a good risk mitigation strategy. If you're overly tied to one platform, you're susceptible to whenever anything changes on that platform, taking a big hit. So if the algorithm changes, if the ad costs rise, if just the audience tastes shift, there's all sorts of factors that could have a pretty pronounced effect or outsized effect if you're too reliant upon any one platform. And given that there's so many options out there, it just makes good sense to diversify and see maybe if there's to see if you can identify and lean into more revenue streams.

Alicia: Great. Yeah. And I think, you know, the exciting thing about this series is that we're going to have three different sellers, very different product sets and very different approaches to how they're using marketplaces as, you know, part of their, their growth playbook, so to speak. I mean, you know, of course Temu is our partner for this series. So Temu plays a big role in that. But what's been really interesting is to hear how, um, these these founders, these sellers are going beyond that and figuring out how does Temu play in addition to different marketplaces, in addition to branded eComm. And, um, you know, we're gonna be digging into their firsthand accounts, but I do wanna make sure we set the stage for, you know, our first episode, which is Patch Party Club and the founder Toyiah Marquis, she she really used Temu as a way to get her culture driven product, which is obviously patches. It's about identity and cultural connection get those products to a bigger base of consumers. Um, and she found that Temu just given the audience was the right place for her. And I guess to connect that to our listeners who are maybe trying to figure this landscape out or figure out how to evolve their strategy. Do you have any tips to kind of help our listeners determine how to find the right marketplace for them?

Zak: Yeah. I think knowing the audience, knowing the customer base is certainly a great starting point. And but also I would encourage everybody to experiment widely because you never know what will work and what will not work on a particular platform is every platform, not every platform, but many platforms have a rather diverse mix of products. And when you have a diverse mix of products, you know, when someone first starts going to Temu to buy X, then they see that Y is available. Well, then they start buying Y there and then maybe they just build a habit and then start buying Z. I mean, that's what happened on Amazon. That's what happened on Walmart. And I think that's likely what we'll see on many of these other marketplaces as well, at least the ones that don't have a curated assortment of goods. So yeah, I think just test and learn.

Alicia: Yeah. Well, and also that applies to not just where you're selling, but also what you're selling and that like you kind of hinted at this and that's what I find so interesting is that marketplaces can be a testing ground for product experimentation, whether it's new designs, new color ways, you know, some use it for curating different products together and like bundling them. Right. Is that something you're hearing more sellers are looking to do and they're kind of using these marketplaces as a way to like test the market and see like what is what is holding attention and driving conversions? Like I'm curious like how they turn that into, I guess, a competitive advantage of sorts to to drive expansion.

Zak: Yeah, I think it's a great opportunity. Marketplaces provide a great opportunity to just test, learn, iterate because it's a fairly light lift to do so. It doesn't take a whole lot to roll out a red version of the product that you only offered in blue or to see if that resonates on marketplace A versus marketplace B and to see if maybe if we bundle that product with this other product, if that will drive incremental sales. And so there's a tremendous opportunity given the vast array of offerings out there to just figure out what might work, what might not work, and then build on that.

Alicia: And I guess tying to the bigger ideand value of marketplaces, which is to be discovered by new consumers. Of course, there are nuances to every marketplace, every algorithm, and we're we're big believers that, you know, you have to understand what drives that discovery, and you have to you have to stand out. Right? Um, that's how you expand beyond your core customer base. That's how you get found. But are there any challenges in adapting to these different marketplace algorithms or any tips that you would recommend to kind of help sellers stay on track or at least start to break through and and get found?

Zak: So I would start just with content providing great product descriptions that tell a story, that are compelling, that capture the customer's attention. I would also focus on just the product itself. Like, is the product delivering upon that description or the promise of the description that you're offering? And then using the feedback that you get from your sales on the platform and the customer service engagements on the platform to see if you need to make changes, or if you could make changes, or to build upon what it is that you are offering. So it's basic blocking and tackling that are part of all of retail. It also is what works on marketplaces. But the difference with marketplaces is that it's just such a competitive landscape out there. It's like a mall with a million stores or more than that. And so how do you get attention out there? Like how do you capture somebody's attention when there's so many options out there? And so it's those basic building blocks. And, you know, the other thing that I would say is advertising also helps. You know, it does help to just draw attention to your brand and to your particular products.

Alicia: No. This has been great, Zak. You really helped set the stage for, I think, the next three episodes where we're gonna be sitting down with sellers, hearing their firsthand stories, not just starting their businesses, but building their businesses, um, not just through branded ecom, but marketplaces and specifically Temu. And I think the interesting call out is, you know, these are all going to be brands that have made new headway through the team. They're offering products that are relatively new or, um, you know, completely green to the marketplace. So we're gonna kick things off with, uh, Toyiah Marquis of Patch Party Club as I noted earlier. So let's dig into her story. And then, Zak, we're gonna have you back next episode to, uh, chat about fulfillment a little bit more. So thanks again so much for joining us.

Phillip:

Alicia:

Phillip: Toyiah Marquis started her passion for patches and turning into a successful business after being laid off in 2014. When she started testing new products and packages on Temu, she saw her business take off with a whole new audience. Partnering with Temu has helped her to reach new fans and grow her business faster than ever before. She's here to tell us about her journey. Welcome to Step By Step, Toyiah.

Toyiah: Ah, thank you guys for having me.

Phillip: Yeah. Glad to have you here. Tell us about your business.

Toyiah: All right. I am Toyiah Marquise, owner and founder of Patch Party Club, which is an international accessories brand. Um, that we, we sell patches, but we sell a filling in a patch. Um, so something like this, what I have on my jacket, these are the items that we sell embroidered patches, sequins patches, all types of patches.

Phillip: That's amazing. And you started this in 2014 after an abrupt career change. Why patches?

Toyiah: Why patches? The funny thing is Patches chose me. So in 2014, I was laid off from my fifteen year job. And so I decided, I gotta do something else. I was into retail pretty much all my life. And so I started selling t shirts designing t shirts and I saw that market become oversaturated. So I'm like, I have to do something that'll set me apart, um, from everybody else. So I decided I went, I was in Chinand I saw these patches everywhere. So I was like, everywhere you turn, there's a patch. So this must be the new trend. Right? So I was like, okay, well, let me get a few. So I purchased some and I brought them back home to Chicago and I put them on shirts. And when I did that, people just started like gravitating and going crazy over these patches. So I decided to go ahead and create patches that, you know, that gave more representation to the culture because the ones that I did see, um, they didn't have like the fun quotes, the things that we like to say, nothing that looked like me. So I was like, let me create my own brand of patches. And so that's what I did. They pretty much took legs of their own and now they're just driving me crazy.

Phillip: Oh, wow. There is a, you know, an element to, you know, the key to your success and, you know, having spoken to you, you know, prior to sitting down here on this conversation, you said that you saw an opportunity culturally with patches.

Toyiah: I did. Did.

Phillip: What was that opportunity and how does it align to culture?

Toyiah: Okay. So, um, it's just like, like I said, the fun quotes, talk of pride, you know, inspiration. So the patches that I saw in the market, they didn't really reflect the African American culture at all. So like a lot of the people patches that I saw were European models and things like that. So I see, saw nothing that looked, you know, they had the brown skin or locks or, you know, curly hair or anything like that. So I was like, you know what? This may be an opportunity for me to, you know, show the African American culture in a more positive light.

Phillip: Well, I I think what's, you know, so fascinating about, uh, this particular category is how personal it can be, how diverse the quotes can be. And, you know, I think also that presents a challenge for you in production and manufacturing. I think we'll probably talk a little bit about that here today as well. Alicia, you know, when we were having this conversation, we've talked to so many different types of merchants here. Patches is, I think, the kind of product that I think is a very personal and I guess a very cultural expression.

Alicia: Yeah, absolutely. And that's the one thing that really stuck into my mind, Philip, is when you put something on your jacket or your jeans or a T shirt, right? That's an expression. That's a way to, um, showcase your, not just, you know, the the the culture that you connect with, but also your personal identity, right? It's really powerful. Um, and I guess my question for you, Toyiah, is how this really ladders up to Patch Party Club as a brand and the ethos, what you're trying to portray to your customers. Like, what do people love about the brand? I mean, I'm sure there's that cultural connection. Right? But what really, um, what do you try to convey as a brand and in your case, as the owner and the face of the brand in many ways?

Toyiah: So the ethos really is not just about selling patches. Um, it's about selling hope, pride, culture, love, with a little pizzazz and some sarcasm. You know, so I think that people gravitate to it because it's a brand of heart, right? Um, it makes them feel seen. It makes them feel heard without even saying a word and it just makes them empowered, you know, because they can just show the world their personality, you know, like just by putting a patch on a head or a patch on a jacket or whatever, you know, so I think that what helps, that's what helps, you know, people connect with the brand.

Alicia: Yeah, absolutely. And that, and that community piece, I mean, obviously, you know, the, the core of our conversation is around digital and how, um, you know, marketplaces, online experiences allow you to connect to a much broader base, but you have that intimate community, right? Like you have a physical storefront. So can you tell us a little bit about, you know, what did you start in the store first and then branch out to online? Like what did that expansion journey look like for you and what role does the store specifically play in cultivating that community that we're talking about?

Toyiah: I do have a Facebook community. I called them my patch posse. So yeah, patch Right. So the store, um, component came about when people were asking me, do you have a location? Do you have somewhere where we can come and you can teach us how to do this? Right. So I have a small but mighty team, it's my family and myself, and we have a good time here, but we host patch parties in the store. We, they do the selling, we ship from here, all of that good stuff. So that component was really important to me because I wanted people to be able to come in touch, feel, see, um, we do custom orders and all that good stuff, but the parties is where it all, you know, comes together. Right. So people, come in, they bring in their items that they would like to patch up. We give them instruction. We have food, we laugh, we congregate, all that good stuff. So that's really, you know, the the core of it.

Phillip: This, uh, you know, the way that sort of people, you know, kinda like do life together, I think is very different in various spheres of, uh, you know, culture. I think, uh, uh, that's where, uh, folks, you know, find the self expression. How much of your community is telling you now what to create? Like, is there a submission, like multiplayer process where people are like, constantly pulling on you to create more and uh, or to, you know, reimagine something that they, that you already have made that, you know, that they love or they want you to bring back. Tell me more about that sort of collaborative process.

Toyiah: Okay. So there's a lot of it, right? So sometimes I just have to be like, okay, well maybe not now. Right? So I try to go off of demand and I try to keep my ear to the street. Like my daughters are young, so they have these little hip words and things that I may not be privy to. I'm like, okay, what does that mean? Right? So when they tell me, I'm like, oh, that's kind of cool. Let me make it into a patch. So, um, what I'll do, like, I'll talk to my community that's in the Facebook group and I'll say, what are you guys working on and what would you like to see? So if I get like a demand for something like, uh, for instance, I was asking, okay, like you guys are in different places. What, what type of city and state patches would you guys like to see? So everyone gave their opinion. And so I had my team, we filtered through all of the comments. And so that's how we came up with, uh, some of the new patches that we just launched. So I listened to them a whole lot.

Phillip: What are some of those patches?

Toyiah: Like maybe Erica Badu, one of her songs, um, when she said that, keep in mind that I'm an artist and I'm sensitive about my shit. So, you know, people are like make a patch like that. So we're in a process of making that patch now, you know, just taking like little snippets from things, you know, like I said, the hip sayings and cool words and things like that. So, yeah.

Phillip: I love that. I love that.

Toyiah: That's the

Phillip: Kind of thing too that, um, you know, even like fandoms, fan communities, they it's the if you know, you know. Like, you see your people, you We know, out in the you know, there's my kids as well. They, you know, they'll point something out to me. They're like, that person's, you know, part of that fan group from that band. And I'm like, well, how do you know? They're like, oh, those four words are like a line in a song. And I'm like, oh, it's like, I never even know. Right? That's, um, I love that sort of, uh, you know, expression too. Um, and that happens everywhere, right? Uh, and can only be realized nowadays in this sort of in the manufacturing space and the ability to create at scale and the fact that people like you, you know, are serving these sorts of customers too. Tell us about your experience on Temu and Temu's open doors for party clubs specifically. I would love a little bit about that. And maybe you could tell us about like, the success you had before coming to.

Toyiah: Okay. Okay, cool. So Temu has been great. So I was approached, um, I think December. And so I was a little hesitant, you know, about getting on the platform. One, I didn't know that they allowed United States sellers to be on the platform. Right. And so when they told me that the opportunity was there, I was like, okay, well, let's see what happens. So with that hesitation, I decided to only drop one design. Cause I'm like, let me see where this goes. Let me see, you know, how the people, uh, feel about the product. And let me get a sense of the type of customer that Temu has on the platform because they have already built in audience. Right. So, um, the patch that I started off with was, I'm gonna show you guys. It was the fashion junkie patch. It's actually one.

Phillip: It's very large too. Yeah.

Toyiah: So I was like, this is a diverse, you know, type of design. It is not just culture, it's fashion. Right? I was like, because Temu serves a wider demographic of people all over the world. So I felt like this particular design will resonate with, you know, people who are in love with fashion. So we put this, this patch on there. I told team mom like, I'm only going to start with one just to see how it goes. So we started with this one. When I tell you that this design sold off the shelves, I was like, oh my God. Okay. T move, what have you done? It was like, they gave me a megaphone and said, talk your talk. Right. And so, um, maybe after, let's say three weeks we had sold over 300. Right. I didn't expect it to be, you know, that fast. And I was like, okay, wait, what have I done? We gottadd more stuff. Right. So we just started adding more patches. I created a whole new essentials collection just for Temu because I learned that their customer likes bundles. They like more value. Right. So I'm like, okay, in order for us to, to win on this platform, we gotta do something different than we do everywhere else. So I created the Patch Party Club Essentials bundles. And to date we've had over 1,100 sales. Yeah. And it's constantly growing, so it's growing pretty fast. So they've exposed me to a wide, wider audience, a wider demographic of people. So I'm having fun with it.

Phillip: That, uh, that kind of customer is, I think often, you know, we've found in this particular, uh, series is you have in your mind a sort of an archetype of the kind of customer that shops on Temu. And this series alone, you know, we talked to somebody who sells, you know, USDA prime steaks on Temu. It's there's lots of different kinds of people who shop on Temu. And I think that it's it's meeting the kind of customer that is in search of your brand and your product, right?

Toyiah: It's not

Phillip: One it's not necessarily a, you know, it's one kind of a, you know, monolithic customer profile, is, there is a way to reach a lot of different types of customers. How do you think you might expand the types of products you might offer and maybe the assortment or the designs? Is that a departure from what you've offered in the past beyond just like your original core offering to what you see people might want now on the Temu platform?

Toyiah: Absolutely. So I see me expanding, like I said, I started the patch party essentials, so I'm going to grow that out, but then I want to sell more creative products because my, my, my audience really they're creatives. Right. So I wanna, you know, add more like rhinestones and just other creative things, you know, accessories and equipment. So I see, you know, us expanding just from patches going into that, that, uh, zone.

Phillip: And I I do wanna talk about, uh, because so that's like the the key for any brand is, you know, category expansion is is sort of the next, you know, portion, which is, you know, what else goes with that consumer? You're going to get into all these other areas of accessorization. I think that that's just brilliant. Keep us posted on on how those things go.

Toyiah: I sure will.

Phillip: I I wanna talk a little bit too about the human side in that you created a collection of patches for a consumer who, you know, in particular was battling cancer. Um, tell us about that story.

Toyiah: Wow. So I had a customer, she's still a customer today. Um, she had, she has, well, had cancer because it's in remission now. And she said, I need something to wear for the day that I go and ring this bill. Right. You know, so we have a whole collection of like F cancer patches, all different types of CALS ribbons and things like that. And so she ordered some patches, she created a jacket. And on the day that she rang the bell, she wore this jacket. She told me that the patches just made her feel so empowered. It made her feel so special. So seen, so heard. And I get this a lot, you know, we have a lot of people that are going through so many different things, right? And so they tend to, you know, use the patches to help them express what they're going through at that moment. And so that moment was really, really special to me. It just let me know that, wow, like we're actually touching people in ways that I never could have imagined. Right. So I'm like, okay, this is, this is really, this is my lane. This is what God shoved me. He just pushed me out there and said, you're gonna do patches. And so I was like, okay.

Phillip: Mission for everybody. Yes. And you have like a, you have a picture of, of her ringing the bell and stuff. Do you feel like you're connected in those, like in those ways

Toyiah: That Most moments, yes. I don't have it with me, but I do. She sent me the picture.

Phillip: That's so great.

Toyiah: Yeah. She sent me the picture and I, it was, it made me tear up honestly, because I I'm like, wow, this is amazing that people are using patches in this way. Right. Like I said, when I first started, I didn't know where it was gonna go. It was just kind of, you know, experimental, but over the years it's shown me that, um, people are connecting and it's resonating with a lot of people.

Alicia: Oh, that's really interesting. And I guess my follow-up question for you there, Toyiah, I mean, I think we're, we're going down a really interesting path here where, you know, we have this physical product patches that, um, are tactile. Like you have your storefront so people can touch and feel it. Um, and it's such an intimate personal decision, you know, what people wear on their bodies and show it to the world. Yeah. Um, but now you're, um, you know, really expanding your your digital strategy to be able to connect and reach more people. So there's like that reach and that scale. And like, this is always like a big conversation that that we're having with merchants such as yourself and founders. It's like, how do you maintain that closeness and that intimacy with the customer, even as you're expanding to a platform like Temu, for instance, that has so many different customers. And like they may skew in a particular demographic, but you know, it's you you have that quantity of consumers. So Yeah. I guess how do you approach that balance? Like how do you stay true to, these incredible stories that you have, um, had and relationships you've built within your community still accomplishing that level of growth and scale that let's be honest, any business owner and founder wants to accomplish?

Toyiah: Yeah. So for me, um, because I came from nothing, right? I look at the people in my community, like I just want them to feel how I like to feel. You know, a lot of times, you know, when you're dealing with major brands, you never get to see the founder. You never get to talk to the founder. You never get to see them at trade shows. So I do a lot of trade shows. I do a lot of vendor popups and things like that. So I travel a lot, you know, with the brand. So I like to stay out there. I like people to get to know me. I like to get to know them, their stories, how I can help them, you know, like make that statement that they're looking to make. So I just like to stay reachable, you know?

Alicia: How do you tap into, um, whether it's Temu or other places where you're trying to reach and resonate online, are there any different approaches, uh, ways you've kind of tested and learned through what makes all of these different channels distinct, right? Because like every kind of, every platform has its different value drivers, right? And what makes them effective? So is there anything that you've learned or things that you found successful in that process?

Toyiah: So I think that social media kind of connects all the platforms, right? So we met like on, on TMO, I post a lot of content. I go live a whole lot. So the people that are finding me, you know, on the social media platforms, they are on those various, uh, eCommerce channels. Right. And so that's how they find me. Um, and I talk to them there. I post content on every social media platform, different content, just so people can get to know me. I can get to know them. I respond to all the comments. I try to, it may take me a week or two, but I try to get back and, you know, comment, I follow back and things like that because I want them to feel connected to me as well. So, yeah.

Alicia: I love that. And social is how you get all that insight, right? Like we talked about at the top of the conversation, you can get those little clues and cues from folks. Sometimes it's very direct. They'll say, Hey, why don't you make this? Other times it's a bit more subtle.

Toyiah: Exactly. Yeah. So we look at those insights. And like I said, just getting on the ground, you know, like a lot of times you don't see people, you know, that own businesses on the ground, touching people, you know, like kind of like a politician shaking hands and kissing babies. So that's, that's, that's what I like to do.

Phillip: I often think about, we only have so many relationships that we can have with so many brands. Mhmm. Right? And so when anyone chooses to have a relationship where you have you know, you spend any amount of time whatsoever in a community, That's a pretty special it's a pretty special relationship, right?

Toyiah: It is.

Phillip: I think it's a pretty special thing that people would choose to speak back and choose to spend any amount of their time or attention engaging, ideating, uh, helping to co create. And I also think that's like profoundly modern that I don't think would have existed thirty, forty, fifty years ago. Right? That's a thing that can only exist now.

Alicia: Yep. So with all this in mind, Toyiah, I mean, we have other founders listening to this, probably merchants, operators, growth marketers, you know, folks who are trying to, you know, navigate, um, you know, some of the some similar challenges and maybe others, and they're trying to figure out where to sell, how much to invest, you know, where to spend their time, when to listen to what their customers are saying and and what new products to launch. You know, I would love for you to share any any key lessons from your experience, things that have helped you on this growth journey, um, you know, whether it's prioritizing channels or prioritizing your mental wellness and sanity in light of all the craziness, um, you know, any, any lessons that I guess you would share with folks who are, who are on a similar path to expansion and growth?

Toyiah: You mentioned mental. So self care is key. Self care is key. Having people around you that offer support is key as well. As entrepreneurs, it gets lonely, very lonely. A lot of times, like it's just you, you can't talk to everybody about everything. So you need to find your tribe, right? Maybe another group of entrepreneurs or people that are doing, you know, what you're doing, you know, and talk to those people and really just focus on your mental health well-being. But as far as the product side, I would say start small. Don't think that you have to spend tons and tons of money to go big in the beginning, right? Like I just said that I started with one product on TMO and that catapulted everything else, you know, the essentials collection and, um, all the other things that I have there, but start small first. And I would say definitely be focused. Um, it's kind of like, you gotta have tunnel vision because you'll have people telling you, you should be doing this. You should be doing that. And even maybe even yourself, you know, we think that we have to do so much and go so big to where it becomes overwhelming, right? You become oversTemulated. So, I would just say start small first, um, and focus on one platform at a time, dominate that platform, and then move on to the next.

Phillip: That's I think that's really wise advice just in general in life is, you know, mastery in in one areand then, you know, don't don't spread yourself thin.

Toyiah: Yeah. Just do it. Definitely.

Zak: You can

Phillip: Do that in channels too. Right? There's, uh, I see so many early stage businesses in ecommerce in general try to tackle a lot of channel growth all

Toyiah: At once.

Phillip: Right? You're in Amazon. You're in Walmart. You're trying to hit all of these channels for expansion. You're trying to do, you know, wholesale all at once. Whatever the channels are for growth outside of, you know, direct BCom, being really good and really deep in one ad channel in one probably a really sound strategy for And early that's the kind of tracks to your early journey too. You were really, really solid on one channel for a long time.

Toyiah: I was. Yes. And then the other channels started reaching out. And the thing I can say about that though, is when you get every platform where every channel requires something different from you. So, and then you can't do it all by yourself. So you have to have a strong team that can help you with all of those different platforms. So that's why I say focus on one first, dominate it, get it to the point where it's kind of like automated, automated process, and then move on to the next because each one requires a different you. One may require you to talk to the customers, may require you to ship yourself. So it's all different, but I suggest like just learning each platform beforehand and finding out which one would help you, you know, get to where you wanna go first and then move on to the next.

Phillip: What's you know, if there's are there specific data, you know, points that maybe you can sort of hit along the way? Like, you know, what are sort of metrics for success in a, you know, in a new platform that you're bringing on? Like, do you have sort of a growth metric for you? Like, what is your measurement internally for saying what we're doing and investing in this new area of innovation is working for us? I'd love to know what those breakdowns for you are, if you'd be so kind to share, you know?

Toyiah: So like on Temu, it was knowing that, like I said, this patch was selling off the shelves, right? We grew pretty quickly. So it was like three weeks and it was just like, oh wow. So that right there was the indication. Okay. Like we need add more product. We need to create this collection. So on the other platforms, it's kind of that too, you know, like seeing what was selling, um, listening to the, the number one thing is listening to the customer though. That's the number one thing. So the more customers, you know, that are reaching out and I'm talking to and kind of seeing, you know, how they feel about the things, um, that we're selling that helps.

Phillip: What's been the most exciting thing for you, Toyiah? What's been so exciting and what are you looking forward to?

Toyiah: So the most exciting thing is, I've been teaching classes lately. So I've been teaching, doing virtual, so hybrid and in person classes. So where people are coming in and they're learning how to decorate hoodies and jackets and things like that. So the most exciting thing is to actually see people learning what I'm teaching and to see people wearing something that I created.

Phillip: These are classes around the application of the products.

Toyiah: Is. So I actually put together a kit. So, um, when they sign up for the class, put together like, let's say a hoodie. So everything is all inclusive. So we send them the patches, the hoodie, the accessories and things like that. And so my last class, we had about 35 people virtually and maybe 35 here in person in the store. So that was, it was mind blowing. Cause people have been telling me that for a long time, you need to teach classes. I'm like, uh, I'm not a teacher, but okay, let's do it. So we did it and it's going well.

Phillip: That's great.

Alicia: That's really fun.

Toyiah: Thank you.

Phillip: That's sort of the experiential part where you're not just bringing the product or the community, it's the, now we're hands on, and we're getting the expertise. And I think that's where I think a lot of companies miss out is, I can't tell you how many times, Toyiah, I've bought stuff that I didn't even use.

Toyiah: Wow. Why don't you use it?

Phillip: I don't know how. I'm not good at, I've got this idea, like, I've got a DIY streak in me. And I start, and then I'm like, wait a second, that doesn't look good. Such is life. I think that that's a really clever approach. That's got you excited. What's in the future? Is there anything you're planning to do that you haven't executed yet?

Toyiah: Yeah. So a lot of people are coming to me asking about franchising. So that looks like that's going to be in the future. So I'm excited about that as well. We can have patch party stores all over the world. Yeah.

Zak: Wow. That's exciting.

Phillip: That's exciting. Yeah. That's that's an interesting model too. Yeah. I I can only imagine the opportunities there. My my goodness. There's the party there's a party thing, uh, culture around here. Like, we've got a party party shops all over the place. I can just imagine what a what a patch party might look like.

Toyiah: Wow, yeah.

Phillip: Well, good for you. Congrats on all the success. Congrats on the success on Oh, nice.

Toyiah: Thank you. Thank you.

Phillip: And I hope to have you back. Tell us about success here in the future, and we'll get a catch up from you sometime soon.

Toyiah: Awesome.

Phillip: Thank you for coming on the show, Toyiah, and thank you all for listening to this episode of Step By Step. Thank you for joining us, and, uh, thank you to Temu for making it possible. Thank you so much for tuning into this season of Step By Step, and thank you so much to Temu for partnering with us to make it possible. I think that it is so important to examine the three things that are necessary to pull off effective channel expansion like these merchants have done. You need agility, you need velocity, you need precision. And in all of these conversations, it seems like all three of those were executed perfectly. Uh, to do that, we need a marketplace partner that helps to make it work. If you wanna partner with Temu, you can do so by clicking in the link below that's available on our podcast and also on our YouTube. Thank you so much for tuning into this episode of Step By Step. You'll find more episodes of this podcast at futurecommerce.com/stepbystep. And, uh, thank you so much again to Temu for partnering with us.

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