# 078: Selling Products Direct to End-Users via Shopify

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-06-02
- Length: 25m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-06-02-078-selling-products-direct-to-end-users-via-shopify
- Listen: https://productstartup.com/

## Summary

Tom Patterson, founder of WKND Digital and multiple e-commerce brands, explains why hardware startups should prioritize direct-to-consumer sales via Shopify to own the customer relationship and control margins. He outlines a strategy of launching with high margins to fund aggressive advertising, arguing that even a 10% product improvement justifies a significantly higher price point to outspend competitors. Patterson emphasizes that starting high allows for future discounts and easier negotiations with major retailers like Walmart, whereas starting low makes price increases nearly impossible.

## Chapters

- [0:48](https://hardwarepodcasts.com/podcast/product-startup/2021-06-02-078-selling-products-direct-to-end-users-via-shopify#t=48) Introduction: Tom Patterson and WKND Digital
- [2:41](https://hardwarepodcasts.com/podcast/product-startup/2021-06-02-078-selling-products-direct-to-end-users-via-shopify#t=161) The Case for Direct-to-Consumer Sales
- [7:07](https://hardwarepodcasts.com/podcast/product-startup/2021-06-02-078-selling-products-direct-to-end-users-via-shopify#t=427) Shopify Mechanics: Offer, Creative, and Messaging
- [13:57](https://hardwarepodcasts.com/podcast/product-startup/2021-06-02-078-selling-products-direct-to-end-users-via-shopify#t=837) Pricing Strategy: High Margins and Advertising Spend
- [21:54](https://hardwarepodcasts.com/podcast/product-startup/2021-06-02-078-selling-products-direct-to-end-users-via-shopify#t=1314) Scaling and Retail Negotiations

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Shopify (tool)
- WKND Digital (company)
- Mako Design + Invent (company)
- Amazon (other)
- Walmart (company)
- Lulu Lemon (product)

## Related episodes from other shows

- [How To Build A Sustainable Brand On Shopify](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify) (The Startup CPG Podcast)
- [Advice Line with Miguel McKelvey of WeWork](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-05-advice-line-with-miguel-mckelvey-of-wework) (How I Built This)
- [Advice Line with Daymond John of FUBU](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-27-advice-line-with-daymond-john-of-fubu) (How I Built This)
- [Advice Line with Kenneth Cole](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-16-advice-line-with-kenneth-cole) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)

## 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/2021-06-02-078-selling-products-direct-to-end-users-via-shopify. 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.