Who Gives a Crap: Rolling Out Good Deeds with Shopify Plus

Who Gives a Crap started with a simple, yet impactful idea: what if toilet paper could help solve a global sanitation crisis? This eco-friendly company pairs profit with purpose, using its sales to build toilets and raise awareness about sanitation, all while keeping a sense of humor. They began their journey with zero e-commerce experience, but a clear mission to make a difference.

From Idea to Impact: The Who Gives a Crap Story

The founders of Who Gives a Crap noticed a staggering fact: over 2 billion people worldwide lack access to basic toilets. This sparked a question: could they create an eco-friendly product that not only served a daily need but also contributed to solving this problem? The answer was a resounding yes, leading to the creation of Who Gives a Crap, a brand that embraces toilet humor to tackle a serious issue.

Their business model was built on the idea that businesses can be a force for good, contributing to solutions for global challenges. With no prior experience in e-commerce, their first step was a simple Google search: "how to start a toilet paper company." This humble beginning led to a business model where profits could be channeled towards building toilets and supporting sanitation initiatives.

Launching with a Crowdfunding Splash

In 2012, Who Gives a Crap launched a crowdfunding campaign with a unique pledge: their CEO would remain seated on a toilet until they reached their $50,000 goal, enough to get the business off the ground. This quirky commitment resonated with people, attracting their first thousand customers and setting the company on its path.

Shopify became an integral part of their launch. Initially, they used Shopify as a test to see if people would actually buy toilet paper online. They needed a platform that was quick to set up, didn’t require a large technical team, and provided instant data. Shopify fit the bill perfectly, and that initial store remains a core part of their operations today.

Scaling Globally with Shopify Plus

As Who Gives a Crap aimed to reach more people beyond Australia, expanding internationally became a key objective. Shopify Plus proved to be instrumental in this global growth. It enabled them to handle different currencies and tax rates, making it easier to establish a presence in new markets.

This expansion has paid off significantly. Their revenues have more than doubled, with half of their business now operating outside of Australia. Shopify Plus has been a key enabler of this international success.

Key Takeaways:

• Shopify Plus facilitated international expansion by managing different currencies and tax rates.
• The platform allowed for quick setup and data access, crucial for a new e-commerce venture.
• It helped improve customer retention through better subscription management and analytics.

Enhancing Customer Experience and Growth

Focusing on the customer experience is a priority for Who Gives a Crap, especially with their subscription service. They’ve utilized Shopify’s analytics to refine the subscription process, making it simpler for customers to adjust delivery frequencies and ensure they receive their products at the right time. This attention to detail has boosted customer retention.

The impact of Shopify Plus on their business metrics is notable:

• Conversion rates increased by approximately 15% after enabling Shopify Plus.
• The lifetime value (LTV) of customer cohorts saw a 15-20% rise.
• International expansion, powered by Shopify Plus, more than doubled their business.

Growing the B2B Channel

Business-to-business (B2B) sales have always been a significant part of Who Gives a Crap’s strategy. Initially, managing B2B orders was a manual process. However, by leveraging Shopify’s wholesale features, they’ve been able to offer customized pricing, improve relationship management with B2B clients, and scale this channel efficiently. This has transformed their B2B operations, growing from a few clients to thousands.

Future-Proofing with Technology

Who Gives a Crap has achieved substantial growth without requiring massive technical investments, largely thanks to Shopify Plus. Now, they are looking to reach the next level by integrating other technologies that complement their Shopify Plus backend. They are implementing NetSuite for deeper financial reporting and better inventory management, and upgrading their website to a headless architecture for greater flexibility and extensibility.

Since launching their first Shopify store in 2012, Who Gives a Crap has made a remarkable impact:

• Donated over $30 million to build toilets.
• Saved over a million trees.
• Processed over a million orders through Shopify.

Despite these achievements, the team at Who Gives a Crap feels they are just getting started on their mission to combine commerce with positive global change.