# 066: E-Commerce Platforms for Launching a Consumer Product

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-03-09
- Length: 27m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product
- Listen: https://productstartup.com/

## Summary

Deirdre Tshien, President of Growth Boss, explains that hardware startups must build a community or 'tribe' organically before attempting to sell, warning that spending money on ads without an established audience is a common and costly mistake. She recommends using Facebook Groups to nurture this audience and leveraging TikTok influencers to create content that serves as effective pattern-interrupting ads for Facebook and Instagram. The discussion emphasizes that even niche products can build a loyal following by solving specific pain points, allowing founders to validate demand and generate revenue through direct-to-consumer channels like Shopify or Amazon.

## Chapters

- [0:48](https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product#t=48) Introduction: Deirdre Tshien and Growth Boss
- [3:27](https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product#t=207) Transactional vs. Attraction Platforms
- [5:20](https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product#t=320) The Misconception of Running Ads First
- [8:53](https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product#t=533) Building a Tribe via Facebook Groups
- [15:20](https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product#t=920) Leveraging Instagram, Pinterest, and TikTok
- [21:44](https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product#t=1304) Actionable Steps for Starting a Community

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

early-stage companies

## Mentioned

- Growth Boss (company)
- Shopify (other)
- Amazon (other)
- Facebook (other)
- Instagram (other)
- TikTok (other)
- Pinterest (other)
- Clubhouse (other)
- Mako Design + Invent (company)

## Related episodes from other shows

- [How to Validate the Market for Your New Product with Ivo Kalburdzhiev of CreatorClub](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator) (Predictable Designs Podcast)
- [Ep. 39 - Starting a Hardware Company](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-05-15-ep-39-starting-a-hardware-company) (Open Hardware Manufacturing Podcast)
- [Advice Line with Julia Hartz of Eventbrite](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-12-advice-line-with-julia-hartz-of-eventbrite) (How I Built This)
- [How to Validate Your Product Idea Before You Spend Serious Money On It](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-07-13-how-to-validate-your-product-idea-before-you-spend-serious-money-on-it) (Predictable Designs Podcast)
- [72: This Is My NASA Phone](https://hardwarepodcasts.com/podcast/embedded-fm/2014-10-15-72-this-is-my-nasa-phone) (Embedded.fm)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2021-03-09-066-e-commerce-platforms-for-launching-a-consumer-product. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.