E558: The Advantages of Choosing a Complex Product

Brandon Eley joins the podcast to talk about his entrepreneurial journey, the challenges and opportunities of picking a complex product for private labelling, and why the road less travelled can be the better option when picking a product. 

Today's episode is sponsored by Clearco, a company that provides ecommerce businesses with working capital to fund inventory, marketing, shipping and logistics, and more! Check them out today! 

Complexity can be an opportunity. 

You've probably heard me say it multiple times if you're a loyal podcast listener. 

But today's episode is a prime example of this phrase. 

Brandon Eley sells shoes at his company, 2 Big Feet. What sets his business apart from other shoe stores is that he only sells shoes for US sizes ranging from 15-25. 

Now you must be thinking: “How big is his target market?” 

Don't worry, I asked him the same question. Here's some timestamps below if you want to skip directly to it: 


  • 00:00 – Introduction and Sponsor
  • 01:28 – Starting Too Big Feet and Meeting the Demand
  • 07:12 – Challenges in the Shoe Industry and the Evolution of Too Big Feet
  • 14:15 – The Journey of Manufacturing Shoes
  • 19:06 – Creating Affordable Options for Customers
  • 27:40 – Quality Control and Addressing Manufacturing Defects
  • 36:13 – Success and Growth of Michael Ellis Footwear


  • Starting an ultra-niche ecommerce business can be successful, especially if there is a demand for a specific product or service.
  • Manufacturing shoes is a lot more complex than you think. It involves designing patterns, selecting materials, and working with factories to create the final product.
  • Offering affordable options for customers with specific needs can help differentiate a brand and attract a very loyal customer base.
  • Investing in quality control and addressing manufacturing defects early is key to maintaining customer satisfaction.

As always, if you have any questions or anything that you need help with, reach out to us at support@ecomcrew.com if you're interested. 

Don’t forget to leave us a review on iTunes if you enjoy our content. If you have any questions, send us an email at support@ecomcrew.com. We'd love to help you in any way we can. 

Thanks for listening!

Until next time, happy selling!

Michael Jackness

Michael started his first business when he was 18 and is a serial entrepreneur. He got his start in the online world way back in 2004 as an affiliate marketer. From there he grew as an SEO expert and has transitioned into ecommerce, running several sites that bring in a total of 7-figures of revenue each year.
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