# How To Build A Sustainable Brand On Shopify

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2021-02-15
- Length: 26m
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify
- Listen: https://share.transistor.fm/s/f381bc6d

## Summary

Florian Radke, a brand strategist who previously worked with Nike and Heineken, explains how to build a sustainable direct-to-consumer brand on Shopify. He uses his work with Wild Earth, a plant-based dog food company, and BlendJet, a portable blender brand, to illustrate the importance of deep customer research and authentic brand positioning over quick dropshipping profits. Radke argues that Shopify is evolving into a marketplace competitor to Amazon through Shopify Pay, urging founders to focus on product quality and brand loyalty rather than competing on price.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify#t=7) Introduction: Florian Radke and D2C Expertise
- [2:33](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify#t=153) Wild Earth Case Study: Disrupting Pet Food via D2C
- [5:57](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify#t=357) Brand Positioning and Customer Research
- [11:25](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify#t=685) Leveraging Shopify Data and Customer Dialogue
- [12:47](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify#t=767) Social Media vs. Paid Ads Strategy
- [18:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify#t=1102) Shopify's Evolution into a Marketplace
- [22:31](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-02-15-how-to-build-a-sustainable-brand-on-shopify#t=1351) BlendJet Case Study: Branding vs. Dropshipping

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Shopify (tool)
- Wild Earth (product)
- BlendJet (product)
- Amazon (company)
- Casper (product)
- Nike (company)
- Heineken (company)
- Red Bull (company)
- Chewy (company)
- Leap Grow (company)
- Alibaba (company)
- Wish (company)

## Related episodes from other shows

- [078: Selling Products Direct to End-Users via Shopify](https://hardwarepodcasts.com/podcast/product-startup/2021-06-02-078-selling-products-direct-to-end-users-via-shopify) (Product Startup)
- [195: Ensuring Profitability on Shopify and Amazon](https://hardwarepodcasts.com/podcast/product-startup/2023-09-28-195-ensuring-profitability-on-shopify-and-amazon) (Product Startup)
- [Shopify: Tobias Lütke. How a snowboarder built a $150 billion business (2019)](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-08-shopify-tobias-lutke-how-a-snowboarder-built-a-150-billion-business-2019) (How I Built This)
- [Shopify: Tobias Lütke](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-08-05-shopify-tobias-lutke) (How I Built This)
- [022: Ecommerce Strategy & Customer Persuasion, Chloë Thomas of eCommerce MasterPlan](https://hardwarepodcasts.com/podcast/product-startup/2016-10-11-022-ecommerce-strategy-customer-persuasion-chloe-thomas-of-ecommerce-masterplan) (Product Startup)

## Citing this page

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