Bringing flash sales to Australian parents
Littleshoppe (2010 - 2013)
The opportunity
Inspired by the success of flash-sale marketplaces like Zulily in the US, I founded Littleshoppe to bring the model to Australia.
In 2010, Australia’s startup ecosystem was still in its early days. There were few off-the-shelf commerce platforms, limited access to early-stage funding, and much of the technology and operational infrastructure had to be built from scratch.
Littleshoppe connected boutique children’s brands with Australian parents through curated, limited-time sales, creating a new sales channel for retailers while making unique products more accessible to families.
Sale page
Building the marketplace
Launching Littleshoppe meant building far more than an e-commerce website. Success depended on balancing both sides of the marketplace while delivering a seamless customer experience.
As Founder, I led the business across the entire customer journey:
- Vendor partnerships and onboarding
- Product merchandising
- Customer experience
- Marketing and growth
- Fulfilment and operations
Creating value for both sides
Like any marketplace, success depended on creating value for both customers and suppliers.
For brands
A new channel to acquire customers, build brand awareness, and move inventory through curated flash sales.
For parents
A trusted destination to discover boutique children’s products at exclusive prices.
Email, Campaign Monitor
Founder responsibilities
- Marketplace strategy and positioning
- Vendor partnerships
- Merchandising and customer experience
- Growth and customer acquisition
- E-commerce operations and fulfilment
Littleshoppe gave me first-hand experience building and operating a marketplace from the ground up. It taught me how commercial strategy, customer experience, technology, and operations all need to work together to create a sustainable business.