on NOV 7 2019, 11:00 A.M

    Neon Poodle was founded when Sammy Gibson wanted a customized, child-friendly neon sign for her daughter’s bedroom. 

    After failing to find something suitable, Sammy scratched her entrepreneurial itch and decided to create her own neon signs that were:

    • Beautiful and simple to customize
    • Safe to be used in children’s rooms

    The result was Neon Poodle. 

    And in just three years, Neon Poodle became Australia’s #1 eCommerce store for neon signs.

    But with the Australian market reaching a saturation point, the biggest challenge for Sammy and her co-founder (and husband), Jason, became how to continue their growth. 

    They decided to go international, expanding their store into Europe and North America. 

    The expansion into these two additional markets took around 18 months with many hurdles to jump. For example: 

    • Finding couriers like ShipStation for U.S. orders and using Avalara for tax management across U.S. states
    • Setting up Stripe to handle international payments without additional fees and costs 
    • Using BigCommerce to create dashboards for each country to manage and measure growth and sales in each location

    But the results are astounding and prove that all Sammy and Jason’s hard work has definitely paid off as Neon Poodle’s revenue has grown by 232.14% since the international expansion


    When you first start out, it’s great to produce and sell products for a super-targeted niche group of customers. 

    This is exactly how Sammy started Neon Poodle… by selling custom neon signs to people in Australia. 

    But when you’re ready, one of the best ways achieve growth is to expand your market. 

    One of the best examples of this is Facebook. It started out as a network purely for college students, but when it had saturated that market, it opened up to all users. 

    Another example of expanding your market comes from our very own Chief Sumo. Back when Noah was running a Facebook games company called Gambit, he realized that half of their revenue was coming from international customers—yet zero of his marketing was focused on reaching people in these countries. 

    Hello, opportunity. 

    When you feel like your eCommerce store is starting to plateau, look at ways you might be able to expand your market. For example: 

    • Are you selling in just one country? Maybe you could expand into new places
    • Do most of your sales come from one state/area? Test out some marketing campaigns targeting people in a different state


    Using these five eCommerce success stories as inspiration, you can make this year your best year yet, whatever your goals:

    • Keen to build a loyal community and customer base? Focus on your mission like Beardbrand did with their mission “To Foster Confidence Through Grooming” to help groomsman invest in themselves.
    • Is content marketing under-performing for you? Create something unique and valuable for your customers like Beer Cartel did with their Australian Beer Craft Survey.
    • Want to increase word-of-mouth buzz around your brand? Make your product truly remarkable and give people a reason to share it with their friends like Traveller Collective did with “The Clip” and their engraved country rings. Or create a remarkable experience on your website like Sumo did with Cart Casino to make $100k in a day.
    • Need some more press mentions? Reach out to industry relevant influencers and journalists like Bushwick Kitchen did to get press for their Bees Knees Spicy Honey hot sauce on foodie sites like Uncrate, Grub Street and Kitchn
    • Ready to grow your customer base? Try expanding your reach across states or go international like Neon Poodle did to expand from Australia into Europe and North America.

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