In this insightful episode of Talk Commerce, host Brent Peterson sits down with Ben Sharf, CEO and co-founder of Platter, to explore how their innovative approach is reshaping the Shopify ecosystem. Ben dives deep into the challenges facing modern e-commerce brands and presents a compelling solution for streamlining operations while boosting profitability.
Key Takeaways
- Consolidation of multiple Shopify apps into one comprehensive solution
- Significant cost savings through reduced technical complexity
- Focus on operational efficiency and increased profitability
- Importance of questioning established e-commerce practices
- Strategic approach to storefront management for scaling businesses
About Ben Sharf
Ben Sharf brings a unique perspective to e-commerce, combining his experience as a Division I ice hockey player at Colgate University with his entrepreneurial vision. Before founding Platter, he worked at GoPuff, where he developed instant delivery solutions for e-commerce websites. This experience led him to identify critical gaps in the Shopify ecosystem, ultimately inspiring the creation of Platter. His background in athletics has shaped his leadership style, emphasizing both physical and mental challenges in business growth.
The conversation begins with Ben sharing Platter’s origin story, born from his observations while working at GoPuff. He noticed that even successful brands generating $50 million+ in revenue struggled with website management and optimization. This insight led to the development of Platter’s unified solution.
Platter’s approach differs significantly from traditional methods. Instead of relying on numerous individual apps or expensive custom development, they’ve created a comprehensive suite that includes both a Shopify theme and app. This solution particularly benefits mid-market brands dealing with complex catalogs and medium-priced items.
A striking example of Platter’s impact comes from their work with Wild Earth, where they achieved $720,000 in annual operating expense reductions by transitioning the brand from a headless storefront to their integrated solution.
Personal Commentary and Analysis
The episode reveals a crucial shift in e-commerce technology strategy. While the Shopify ecosystem’s flexibility has been a strength, it’s also created a complex web of dependencies that can hinder growth. Platter’s approach of consolidating essential features into a unified platform represents a mature evolution in e-commerce infrastructure.
Memorable Quotes
“You don’t need to pay $6 a month for a color swatch app. That should just be a feature that’s built into the theme.” – Ben Sharf
“Less is more in a lot of instances… why is it this complicated? It doesn’t need to be.” – Ben Sharf
Engaging the Audience
For e-commerce brands interested in optimizing their operations, Platter offers pro bono audits of conversion funnels. This presents an excellent opportunity for businesses to receive expert insights into their current setup and potential improvements.
Final Thoughts
The future of e-commerce lies not in accumulating more tools but in intelligent consolidation and efficiency. As we move into 2025, brands must embrace technological innovations while questioning established practices to maintain competitive advantages.
Listen to more conversations about the latest in digital innovation here
