There is no shortage of ecommerce companies popping up everywhere you look, especially in the U.S, where the culture of having a side hustle is making more and more people into entrepreneurs. Most of those companies sell products, and a lot of them also create or sell merch. That’s where Printful comes into the picture. Printful offers on-demand printing and dropshipping so that companies of all shapes and sizes can design and deliver customized products all over the world. But, according to Raitis Purins, the Head of Marketing of Printful, that’s not the main aspect of the company that has allowed it to grow to a $1 billion valuation.

On this episode of Up Next in Commerce, Raitis explains that when it comes to serving burgeoning ecommerce brands, you have to do more than deliver products to them, you have to help educate them. Printful is only successful if the companies it serves survive and thrive, and so when 9 out of 10 new ecommerce businesses fail, that could spell trouble. Raitis explained that a lot of what Printful does is create content that not only helps the company rank on Google and bring in new customers, but also helps those customers figure out their footing in this crazy world of business. Enjoy this episode!

Main Takeaways:

• Side Hustles As Printful’s Main Hustle: Thanks to the culture of side hustles in the United States, there are more creators and entrepreneurs than ever before who all need merchandise. This audience is a fruitful place for companies like Printful and other personalization brands to lean into and deliver new products for.
• Encouraging Success: It is extremely difficult to create an ecommerce shop that stands the test of time. Success is hard to come by, and so if you serve those young brands, it benefits you to try to help them succeed. When they thrive, so do you, so if you have tips, best practices, or other lessons that you can share with those who come work with you, sharing what you know will create a mutually beneficial, and therefore loyal, relationship.
• Content, Content, Content: No one knows exactly what it takes to rank on Google, but there is consensus that content is king, and developing content around key themes, key words, and key phrases is one method that has worked before. In order to stay relevant and ranking, constantly be pushing out content around the keywords you identify as important, and build out that content in as many ways and languages as possible.

For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.

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For a full transcript of this interview, click here.