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 MentionedWinning Is Everything by Tim Grover: A recommended read by Ron Shah.Community ManagementObvi’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/2XeCommerceYouTube: 2X eCommerce YouTube → https://www.youtube.com/@2XeCommerce/Get a Copy of Kunle’s BookElevate 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/3ybY6WSBuy on Walmart → https://bit.ly/3swOuDeBuy on Kogan Page → https://bit.ly/44DylLn