case.west_coast_deals
West Coast Deals
Sneaker and streetwear retailer selling on eight channels, with a direct-to-consumer website I designed, built, and launched in October 2025. My first client, and the proof behind everything on this site.
02section.situation
Where it started
- A warehouse full of inventory, selling on two marketplaces: StockX and Whatnot
- Inventory counted in Google Sheets, with no system holding the truth
- Markdowns decided and applied by hand, one item at a time, across thousands of variants
- Month-end accounting and receipt entry done by hand, which grew to 200+ hours a month as the channels multiplied
- No direct-to-consumer website at all, so no search presence, and nowhere for paid ads to send anyone
03section.work
What I did
- Channels and inventory
- Expanded the business from two marketplaces to eight sales channels, and moved inventory off Google Sheets into Fishbowl so one system held the counts the other seven channels read from.
- The website
- Designed and built the direct-to-consumer site end to end and launched it in October 2025: the storefront, the collection and product templates, and the path from a landing page to a completed checkout.
- SEO and schema
- Technical fixes across collection and product pages, metadata across the entire site, and the structured data that tells Google and the AI answers what the store is, all of it produced alongside the build rather than bolted on after it.
- Content
- Blog content targeting high-intent keywords, with shop cards inline so a reader can check out from the post instead of going looking for the product.
- Trust pages
- The service pages a buyer checks before spending money, how the store works and who is behind it, written so a person and an AI answer can both read them and come away with the same facts.
- Promotions
- Marketing promotions tested across the calendar to find which offers move the catalog and which only move the margin.
- Software
- Eight custom internal tools for the work causing daily friction, linking the warehouse system to Shopify and each channel's API. Seven of them are demoed in the section below.
04section.results
Results
Measured from the outside by Ahrefs and from the inside by the books. Same catalog, same team, same channels, no new ad spend.
Organic traffic from about 20 to more than 500, with no ads.
The direct-to-consumer site launched in October 2025, so every number here comes from its first year. Ahrefs tracks it from the outside. Ranking pages went from 2 to 50 in six months, the organic traffic estimate followed them from about 20 to more than 500, keywords in the top ten went from 2 to 60, and 5,400 AI answers cited the store in the last three months. The ads were switched off in August, in the shaded band on the first chart.
- Organic traffic
- 20 → 500+
- Ahrefs organic traffic estimate, March to September 2026, on 50 ranking pages up from 2
- AI citations
- 5,400+
- AI answers citing the store in three months across ChatGPT, Gemini, Copilot, AI Mode, and Perplexity, plus 298 Google AI Overviews
- Paid ads cut
- $5K → $0
- monthly ad spend removed in August; sessions held within 5% of July, conversion up 36%
The store's own books
The charts above are an outside estimate. These are the store's own numbers for 2026 so far. Sessions are organic search; orders and revenue are the whole online store.
- 16,000+
- organic sessions in 2026 so far
- 31x
- monthly organic sessions, January to August
- 300+
- orders through the online store
- $27,000+
- revenue through the online store
05section.tools
Tools built
In productionInventory
Inventory Health Dashboard
Scores every variant from Fresh to Dead Stock and prices the markdown.
In productionPricing
Demand-Based Repricer
Prices climb with sell-through instead of racing competitors down.
West Coast Deals has been my client since 2022. I built, shipped, and measured every change on this page for them, and the results are theirs.