How Smol scaled to £45M and why they left Shopify to do it
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When do you know it's time to leave your ecommerce platform? Neil Campbell, Chief Growth Officer at Smol, has been through it. His direct-to-consumer cleaning brand built a £45M business on Shopify, with every customer on subscription, starting with a free trial, and then made the call to leave Shopify.
In this conversation with John Readman, Neil breaks down the full Smol journey, from early days on Shopify with Recharge as the subscription engine, through to the point where they were building so much custom development around and beyond Shopify that leaving started to make more sense than staying. He shares the moment Shopify's new checkout rollout forced the decision, why being half-in on a platform is often the hardest place to be, and what brands considering the same move need to think about before they take the leap.
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