The Amazon Seller that Unlocked the Walmart Potential | Michael Lebhar
In this Prime Talk Podcast Sponsored by GETIDA – Michael Lebhar of Sellcord talks about the Amazon Seller that Unlocked the Walmart Potential, also more information about his life's journey. #michaellebhar #sellcord
About Michael Lebhar of Sellcord -
Sellcord's team consists of industry professionals covering all aspects of e-commerce. The company leadership has an extensive background in selling and marketing products on Walmart along with other major online retailers and marketplaces. Scale Your Brand and Maximize Sales on Walmart. Whether you are launching a product line or trying to improve conversion rates, our team will help you take all of the right steps.
Find the Full Episode Below
Yoni Mazor 0:06
Everybody, welcome to another episode of Fun talk today I have a really special guest today I'm having Michael Lebar. Michael is the co-founder and CEO of Delcourt. Belcourt is a full-service Walmart Management Agency. We're going to talk about that more in the episode. But in the meantime, Michael, welcome to the show.
Michael Lebhar 0:24
Hey, thanks for having me.
Yoni Mazor 0:26
My pleasure. So today's episode is going to be the story of you the story of Michael Lobo, you're going to share with us everything about why you were reborn? Where did you grow up? You know, how did you begin your professional career, station to station until you reach where you are today, especially in the world of E-commerce. So without further ado, let's jump right into it.
Michael Lebhar 0:45
Awesome. So let's get started. So I grew up most of my life in Los Angeles. I was born in Israel. I lived in Los Angeles for most of my like, elementary school life. And then I moved to Canada for a few years. And when I was, I think I was around like 15 years old, I moved back to Los Angeles. And actually, let's
Yoni Mazor 1:06
Use it if possible. So you were born on what year did you move to the US? Roughly, it doesn't have to be
Michael Lebhar 1:14
In the penny. Probably like 2005 2005 that’s what it was. So
Yoni Mazor 1:18
How old are you? 2005? Seven. Right? So do you seven or like the first second grade you move? Just because I wanted to have the impact and economics of your business life. So you and you knew English back then or not? No, I
Michael Lebhar 1:28
Think of a word of English when I'm
Yoni Mazor 1:31
Then I realized that. I mean, today's perfect. I didn't realize that. Okay, good. So you're seven years old? No, nothing English. You moved to the United States and you live the Los Angeles. Yeah, exactly. And then you moved to Canada? What age?
Michael Lebhar 1:43
I moved to Canada in 1313. So
Yoni Mazor 1:46
You were six years about in LA, right? Is this already with 2013? Yep, move to Canada, right. So 2007, year nine, la then to deserting to Canada. For many years,
Michael Lebhar 1:56
I think it was 2012. But something like that. And then we moved back. I moved back five years later to back to LA. So okay,
Yoni Mazor 2:04
So now, it begs the question why all these moves? What what's going on?
Michael Lebhar 2:08
So it's just my family. So like, my dad's like, physician, he moved to LA and then he wanted, he wanted to try something out, but then he decided to come back to the same place. So
Yoni Mazor 2:19
What did your father do? What kind of industry is involved?
Michael Lebhar 2:22
My father is a rabbi. So when he moved to LA, he had his organization there. And then we were in like, in like a pretty like far out like, like, part of La it's called westward on by Holmby Hills. There wasn't like a, like a lot going on. So like younger families there. So we decided to move to Toronto. And then the organization that my father was part of that we started ended up moving to a more, you know, central area. So we came back.
Yoni Mazor 2:54
So let me go straight to your father's rabbi in Israel. He's Where did he start this organization in Israel or LA? So I was able to live from Israel, let's listen to my glasses differently. What was the trigger for you guys to move from Israel to Los Angeles? For the job? Yeah.
Michael Lebhar 3:09
He was just studying when he was in Israel. So he wanted to like, you know, move to LA and do more outreach. And, you know,
Yoni Mazor 3:16
lead be a leader community, a Jewish community, and then, you know, la presented an opportunity, but you think was Westwood more on the periphery of the city. It did a few years, but he was involved in the business organization, which he was still I guess involved with, but he did Canada for a few years. And then the organization relocated to a more central area in LA. So they call them back in
Michael Lebhar 3:37
Exactly there you go. Got it. So yeah, actually, it was interesting because you know, a lot of my siblings didn't like moving
Yoni Mazor 3:45
From schools, because aggressive Yeah, it's a lot of Yeah, it's
Michael Lebhar 3:48
A lot of it's a lot to go to new schools. I always liked it because it was like a new challenge. I always say like, I think I got a lot of like interpersonal skills and relationship skills just from having to move so many schools you know, I think I went to seven different schools or eight different school
Yoni Mazor 4:04
Languages at least from Asia to the US Canada you in the French area I tried to know so that's I think the Sherry Right so that was
Michael Lebhar 4:11
my father's main language is spoken in his mother tongue is French but I never really spy I was new a little bit but then grew up speaking French, but it is a little bit culturally different time but than LA. And yeah, so it was, it was interesting. I moved in high school back to LA and right when I moved in, in high school, it was like in the middle of high school, so 11th grade.
Michael Lebhar 4:35
You know, it was interesting because it worked out well because in Toronto like people are worse around we're in an E-commerce or anything like that. I've always been so I've always been interested in just doing things I've always liked being busy. You know, I was pretty focused on school, but like I was always doing other things. So like in high school when I was in Toronto, I was you know, I ran like a car washing business. On the side, I ran a bookbinding business on the side, which did very well. But it was always just an odd thing what was
Yoni Mazor 5:07
driving you the job was just to keep yourself busy and would do things and create things or it was more like, you know, be able to get some money and buy things that you like, or save the money and what was driving,
Michael Lebhar 5:16
It was, like being busy and as the filming of doing stuff like really well, as well. So it's like, running the business and doing well like I was, you know when I was in bookbinding. Like, I like to think I was like the best one at it, you know? And then a lot of that, yeah, so it was always it kept me, you know, going and busy. And it's like I would you know, I went to school that ended late. So like we would only be at school like 9 pm. But I would then come home, you know, start the bookbinding for a few hours. And then like bring all
Yoni Mazor 5:43
That's all at 9 pm. And then would you start what 9 am at am? Yeah, that's super aggressive. I think AK also known as a Shiva, you went to Shiva. Yep. That's pretty. So GG, Shiva for the ones who are not aware or familiar. So she was the Jewish institution where they heavily focused on Jewish religious studies. And they get aggressive about it from 7:30 am and 9 pm. You know, there are pairs involved in Jewish Studies in old texts, the Talmud, the Torah, the Bible, a commentary on everything. And so after 9 pm, you go back home and you hustle.
Michael Lebhar 6:19
Exactly, yeah. And it was, it was interesting, because it's like, you know, I would get to sleep so late, but I was always also pretty invested in like, my study. So like, my English studies as well. So you know, it wasn't balanced, but I always like, it kept me going to just be busy like that. And I think it built like some good work ethic foundations. So yeah, and then when I moved to Los Angeles, though, you know, I kept doing those things. But I was surrounded right away from right when I moved to Los Angeles by a lot of people doing e-commerce.
Michael Lebhar 6:49
So it was just I was around it, I didn't know what it was, oh, at that point, I just wanted to, you know, do something, you know, and I had, this is right, when I moved, you know, we just started school. And, you know, I was doing bookbinding I did, I started another call Washington la again. And then I was around like, you know, just my community. And there were like, people in my community that were like, the pretty, like a young group of brothers that were just like, I didn't know what they were doing. I knew they were selling stuff online, and just making a lot of money. So I'm like, I don't know what this is,
Yoni Mazor 7:25
Like a shark, you smell blood? Where's this all going? Yeah,
Michael Lebhar 7:30
I just need to do it. So like, you know, I kind of just started looking into it. And just like asking anybody, I knew anything. And then every time I would just come back from school, Shiva would just like, I would just start, like, looking into like, oh, how do I sell products? Like, you know, you know, what is this? Like, what products can I sell? And I remember asking people who make like, just like millions of dollars a month, like, it's really stupid questions like, how do I buy a shipping label? And like, oh, how do you know? Like, could I sell this? Or can I sell this? And I started, just, every time I came home, just looking into it, and I and my brother were doing a lot of it together. And we were just trying to figure stuff out.
Michael Lebhar 8:08
And the approach we took early on was just like, whatever we like, we could get our hands on to try to figure out how to sell it. We're going to do it. And I think what was interesting it kind of did lead you eCommerce is trip big world to kind of like traps you in. And, you know, we thought we were just trying to sell some stuff to make some money. And then like, you know, because we spoke to the right people, and we just started selling things very early on, even like a few months after we just started selling random products, we found by random products. I mean, we found different ways to get products, like discounted and resell them and things of that nature. Very, very early on, we decided to source our product. And this was like a few months into when we even found out about
Yoni Mazor 8:50
It. Talk to me about the baby steps into E-commerce. If you can share, you know what kind of products you're selling the way you mentioned, you're reselling and sourcing, you can touch on those categories. But what were the platforms? How did you what was your baby steps into the game?
Michael Lebhar 9:02
Yeah, so we started with eBay. So what we did is we basically, we used to find like a lot of wholesale, like different deals, on phone cases, chargers, things of that nature, like very basic stuff. We would order as much as we can on them. You know, there were a lot of times like deals on different deal sites and things like that we would order a lot. And then we would just list them on eBay.
Yoni Mazor 9:22
The way it was that they usually started on eBay.
Michael Lebhar 9:25
So when I was in 11th grade, 2014 or 15 2015 I think
Yoni Mazor 9:36
so that was 15 You're on eBay, that's the first platform you're reselling all from all these lots, maybe some of them are brand names, but also you had your you know, you paid the check to source on your own.
Michael Lebhar 9:47
Yeah, so why are we different sourcing on our own was different than most people like we knew we wanted to sell on Amazon and we started you know, hearing more about it. Um, but what we did is we started looking into product research and you know, I was very independent at the time. On our brother's variants of fitness. So, you know, we sourced these workout gloves that were a little bit unique at the time.
Michael Lebhar 10:06
They were like, open hand, they had, like, you know, a cool, like, you know, risk support system. And I'm like, these are unique, these are cool. We just ordered like, 100 of them, I remember, we listed them on eBay and went to school. And then like, I think within like, three to four days, they sold out. And I was like, I remember, it's like, the craziest thing, like, you know, going, like, just like, we weren't able to have our phones during class and stuff. So I remember going to the bathroom, just like checking my emails and getting all those things. And I'm like, this is great. So
Yoni Mazor 10:35
Like, this is the moment I think that's the main one the E-commerce comes knocking on the door, you open it, and it just chops you in the glass-like, this is real. It's when you're when an optimist, I'm here and I'm in business, and that says no way back. There's no
Michael Lebhar 10:48
Way back. Yeah, and this that, like excitement and all that. And I think it was it, it was a very good moment, and I got on, you know, you can say Its fate that it just works out that it really worked out that we started with a product that, you know, we a category that we were interested in, and that really like was a little bit unique. Because Vic from the very, very early phases, I took a strong branding approach. And I like to think more of like a creative and a marketer, but more like a creative marketer than like a performance marketer. And, right away from the early phases, we you know, right away branded our product, you know, started developing our brand. And at that point on Amazon, there weren't a lot of people, especially in this category, really doing anything with that. So, you know, this is,
Yoni Mazor 11:33
This is when you're crafting your way, and you're creating your brand on Amazon. So what were you were out of this also 2015 2015 we pretty quickly start from eBay? And pretty quickly, already. For Amazon got
Michael Lebhar 11:46
It? Yeah. So, you know, we started developing the brand once was first on a unit sold, we started developing the brand. I remember I think we ordered, like, you know, 1000 units or something like that, you know, under this new brand we've developed, we very quickly launched it on Amazon. But you know, we worked a lot on this brand, like, from the very early phases, even in 2015, I had our I made our photo shoot, like with, you know, in a gym with models, and like, you know, legitimate, you know, photography, videography lifestyle. Yeah,
Yoni Mazor 12:15
Real lifestyle and not just generic, and in white background is like you give it the branding of
Michael Lebhar 12:22
Touch a woman Yeah, and it was great, because it really, it helped elevate the brand, where once those workout goals took off on Amazon, we were able to just add on other products onto our line, and everything just made much more sense. Like, you know, I know a lot of sellers go through a lot of, you know, product research phases, and that stuff is great. Um, but I think what turned out nice for us is that we didn't like it was straightforward which products we had to go into next, like customers, you know, were a workout guy out guy, we had a certain type of direction with it, like we just, you know, had developed the next kind of product that was being asked for and that our customers were
Yoni Mazor 12:58
More organic for you guys weeds, because you are passionate about you know, fitness, and then you wrote something out. And then you were able to build an interactive engagement with the end-user with the consumer with your customer, which pulled the thread on you to understand what is the next thing that they would like to appreciate and grow from that point, as opposed to other sellers who maybe they go out to discount the markets is something okay, I'll get into that. Because the numbers show you can make money. They don't necessarily know anything about that category. They're not even passionate, but it's more like a thesis of a business model. For you guys, your passion became a thesis in the business model.
Michael Lebhar 13:30
Exactly, that's the best way to say it. And we became it because we started something that was a little more niche, it was like a more like a bodybuilding balance of bodybuilding and Cross-Fit products. You know, especially at that point, Amazon wasn't that competitive, we were able to really kind of stand out. And I think when you have a foundation like that, it's what leads to so many other things, which, you know, came with the evolution of the brand, which was, that was easier to get them on, you know, other opportunities, but also like, even in regards to our marketing, like,
Michael Lebhar 13:59
It was the foundation of everything, like, we had a couple of large deals with large influencers in the space. And the only way that that where we, you know, did co-branded products with and that was very early on before most other brands did it. And, like our credit that like the only reason why I thought of doing that, and why we're able to kind of do that is because we had, you know, a unique brand, and we built up a solid foundation. So people wanted to work with us, and it was much it made the growth plan much more natural than just kind of pushing, you know, seeing, you know, whatever return that you get, you know, by launching this parliament, and it just it led to a much more organic and natural growth, which was very interesting. And it's something that is
Yoni Mazor 14:41
But let me ask you this. So 2015 16 When you were you know, growing up with this, will you do even any form of advertising or PPC was that even part of the marketing strategy, or can you share with us more about what we're doing besides images and influences? What are we doing on the marketing level?
Michael Lebhar 14:57
Yeah, so on the marketing level, there was PPC We start with a little bit of PPC. On a marketing level, we always did you know, the tradition always like even though I was like, you know, coming up with like different creative marketing strategies, we also just use the fundamentals of like giveaways back in the day they had, you know, with like Amazon review trader, I don't know if people remember that and things of that nature. But really, what we started doing a lot more of is working with influencers even really early on, even in 2015, at the end of 2015. What
Yoni Mazor 15:27
Kind of influencers if I can ask was Instagram, YouTube, all Instagram,
Michael Lebhar 15:30
So Instagram on people, but like very nice people, so like, either like bodybuilders that like all our conference focused on bodybuilding or Cross Fit, because we had crossed that line. And what's that well, was very interesting, because they make very, they have a very engaged audience, and they make very, they make very targeted, like, very make very targeted content, because especially when you have a product that that's unique, and it's easier for them to talk about, and they know how to talk about it. So because it's their zone, you know,
Yoni Mazor 15:59
Realizing it, the passion comes out of them the passion like this, is this, is it, this is it, this is what you should be using everybody. Okay, done deal, let's move on, you know, it's like, and since the argument is no friction,
Michael Lebhar 16:09
Yeah, and since then, I've probably launched 1000s of products and over 1000 products. And what I've realized is, that it's so much harder to gain the marketing traction, when you don't have that unique kind of story, whether it's behind the brand or the product. That and you know, I think because, you know, we started with that early on, it kind of led, you know, a more natural structure, which I think is important, you're seeing that to become more of a necessity now with the current landscape. But I think, you know, back then it wasn't, and it's what kind of led to that. So that's kind of how the brand evolved.
Michael Lebhar 16:49
Very early on, around probably around 2016, and mid-2016, I was like, we have this really strong brand, and we already had another product Star Line. I'm like, I like Amazon, but like, we have this really good foundation, as I look at Amazon, it allowed us to build this foundation, I would have never been able to build a brand with you know, this, you know, unique product line, you know, a lot of inventory we had, and, you know, I would have never been able to build, you know, the resources behind it without Amazon, but when I looked at it, I was like, at the end of the day, what am I getting is this product, which is this brand and these products. So I was like, I started looking into other channels to sell on, you know, I had experience with eBay at that point we were doing, you know, we were doing probably like 25,000 a month on eBay. As we saw, we're still reselling some of the other products we had, and we were constantly on that up.
Michael Lebhar 17:39
But Amazon was our main channel, and what really, came up was like, Okay, let me start looking into all the other channels. And we started looking into them. And what you know, what I realized is because our products were different, and you know, the brand was pretty established, people wanted, like more and more willing to work with us. So retailers, online retailers, which were more gated, were a little bit more interested. So you know, we started with just reaching out and trying to get on as many of these other marketplaces as possible. And what we soon realized was a lot of them, you know, take a lot of work and effort and our waste of time, but a lot of them, just there's so much, it makes so much sense because you've already built almost everything you need to succeed. And it's just putting in front of customers on Amazon, like the most important, it's like, even if you build the best brand, the best products, it's like now you have to figure out how to like get it ranked and getting constantly on the customers and profitably on these other markets. So
Yoni Mazor 18:35
you launch that it's a break in you were able to break in, but once you reach that point, you have to keep optimizing it to maintain your position just to survive, just to maintain the business, so to speak. So So that alone will grow because Amazon as a platform is growing. So we have built-in growth, just surviving, so to speak, and keep optimizing and playing defines or speak. But you identified saying I need more growth, and your growth component was other channels, and the channels or other marketplaces that you can sell, you know, directly to consumers but any other channels were like when you wholesale to them and retail it was anything like that at all. Yeah, so
Michael Lebhar 19:08
We were doing a little bit to Janice because we realized we had a very unique customer. So we were we started selling to gyms directly. It was a little more difficult because a lot of gyms are owned by chains. And it's like you have to work through corporate and that takes like a long time. And we were very small at that point on this until 2016. So I remember like, we were little kids, like technically rolling into these gyms and trying to sell them. But you know, some of them were interested because of unique products.
Michael Lebhar 19:33
So, um, you know, when we got on these other marketplaces, but what we realized was, we have a really good product and a good brand. By just being there, you make sales, and you don't have to, you know, a lot of the money doesn't get wasted and have to be spent to just survive. So, you know, that was an interesting kind of learning for me and that, you know, there's a lot of marketplaces that we couldn't sell on because, you know, it's a long process and, you know, they have harder approvals and stuff but you know, slowly started expanding. And I remember we got on Group on, which we started making sales. There was a couple, a couple other like smaller marketplaces we got on there were more like, unique, but we started on our site, obviously, but the main one, and I really, I think it was leading into, like 2017 already was Walmart. And at that
Yoni Mazor 20:19
The point there, this is a pivotal moment for you guys. Because escort is focused on them on Walmart side of things. So this is the moment to take us there.
Michael Lebhar 20:27
Yeah, so this is a pivotal moment. But I didn't realize it was a pivotal moment until like, a year and a half ago, and my company didn't realize until really a year and a half ago that that was a pivotal moment. At that point, we were doing pretty well on Amazon. So around that point, our fitness brand was doing very well on Amazon. And we also launched a Home and Kitchen brand, where we launched a laundry basket I remember, which became like the number one in Home and Kitchen for like, a few days before we ran out. But so, you know, it was that was like an interesting kind of thing, we took the same approach. I'm like, you know, let's build unique products in this unique space or find a few gaps.
Michael Lebhar 21:06
And it was kind of the same, you know, a process we went through. And I'm like, this model works. Like, let me try doing it in unique kinds of spaces. So it's like, it was the fitness we were mainly focused on, but we did it in Home and Kitchen. And we even did it in packs. And I you know, that was all within that same period. And then when we decided to sell on Walmart, there was no, like Walmart seller center, there wasn't any of that, that to work with, as an API partner, we applied, I believe we only got approved because even at that point, just because of our brands, and you know, they looked legitimate. And at that point, they had different, you know, requirements, they want a certain amount of revenue and things like that. And it was all I remember, once we got accepted, it was so annoying to get the listings off, there were always errors and things like that. But I was always pushing the team. I was I was
Yoni Mazor 21:55
Like there was a clock experience. Of course, if you compared to more established marketplaces like eBay and Amazon, correct.
Michael Lebhar 22:00
Yeah, it was very clunky. Like you couldn't like a lot of things were just out of your control. It just it would be an error you couldn't kind of fixing were like, you know, let's not go crazy about it. Let's just set up our products there. Do the best we can, you know, leave that leave it growing there? So, you know, during that time, you know, Amazon was our main channel, we were growing it a lot. We started getting into more issues with that I'm starting to get a lot more competitive. You know, I was still in school this entire time as well. So
Yoni Mazor 22:28
It’s incredible. You are still in billing all these you know, this whole business online business. You are probably in the seven maybe eight-figures. Were still in high school. Correct?
Michael Lebhar 22:36
Yeah. Yeah. So we were out we were doing seven figures in high school. And then when I graduated high school, I went up a second year on year of a Shiva on the East Coast. And then when I went to the East Coast, it was a much harder schedule. So this is right, when
Yoni Mazor 22:55
Was that? Or if Rockaway, Rockaway, New York? New York?
Michael Lebhar 23:00
Yeah. So for an LA boy, it was cold. But I remember in there was a longer schedule. And it was much harder to like, actually work. But I had you know, we already had by then our warehouse. You know, my brother was leading a lot of operations. But we had you know, we have your brother
Yoni Mazor 23:20
Is younger than you correct.
Michael Lebhar 23:22
He's younger than me. You both are young, like young. Yeah. Yeah. Now I feel like I'm old but I used to be young. So yeah, and at that point, we were ready a little more established. So it worked out I would come back every few weeks. But that was the point where we had our pet's brand new Home and Kitchen brand and our fitness brand. And you know, we were at this point as we were doing some fitness but it was getting more difficult. We're coming across a lot of issues.
Michael Lebhar 23:49
And I remember we decided to launch another fitness brand that was more general fitness. So like our first preference brand was much more bodybuilding, Cross Fit, but we wanted this more be more of like a home brand. So you know, jump ropes, yoga products, things that just address a much larger audience, but still like unique products within that. So we launched our member. These like these resistance bands were a new kind of it was a new we wouldn't take we weren't the first person we were the second first people to brand to launch these fabric resistance bands. And it took off well on Amazon. And you know, it was new. The first seller we started with it wasn't doing that well. And you know, we were taking off quickly. The resistance as Mark was already huge. It was like a big issue that all resistance bands were slipping, ripping and all these things we launched this product did well and because it's such an aggressive market, we have it was our first time in an aggressive market.
Michael Lebhar 24:48
We started getting people attacking our cow attacking all this stuff. And I'm like we have to, you know, start establishing the business much more and we started coming into a lot of compliances She's on Amazon, which wasn't our fault. Like, you know, a lot of sellers kind of trying to mess us over. And at that point, our brand was built out, we were selling on Walmart, we're selling on these other marketplaces, I started to start putting much more emphasis on, you know, growing these brands on other marketplaces. So we started, we started making sales on these other marketplaces. But we also started trying to consume a lot more. So I started spending a lot of time, seeing which influencers to work with and doing partnerships with them.
Michael Lebhar 25:28
What was unique is, like, what I've realized is, and this was something that I still work on a lot today, but I realized that early on was that influencers, you know, they don't care about your product, a lot of times, they'll just, you know, quickly, you know, pick it up, talk about it. And it's like, you know, to get their audience engaged, they have to constantly be talking about it and constantly be promoting it. And it's funny because one of my friends owns an agency. And he always says he doesn't like clients who don't work with him for influencer partnerships unless they pay at least six posts with an influencer. And it's kind of a concept like I saw wasn't working a lot of these. A lot of what brands are doing, they're just paying for posts and trying to judge, you know how it went, it's a lot of risks, because you're paying a lot of funds, you don't know. So I'm like, let me take a different approach. Let me reach out to these influencers who want to be, you know, entrepreneurs, they want their product, let me tell them, and we'll make them the product. And what we did is we're like, we'll make you know, and we work with this wonderful answer. Yeah, like,
Yoni Mazor 26:26
They’re really bad at this product. Thing, but New Age,
Michael Lebhar 26:30
Exactly. And what was cool as it were, like, let's do it as a partnership, and the sales spread on our site, customers come and purchase, they purchase our other products as well, they become customers of ours, they build trust in the brand. And the biggest thing that I consume, like Amazon, gives you trust, customer trust. So like, I think right now with the new age, you can use Amazon really as an acquisition channel to get customers who might have not trusted you if they find you on Google on your site. And they definitely wouldn't have, you know, had a much bigger barrier to purchase. But now they trust Amazon and they purchased you because of Amazon. Now it's like you acquire that customer is your product good enough is your brand and good enough is your you know, interactions with the customer good enough that they become your customer. And that's kind of what Amazon brings to the table, but it's the same. It's by the way, I
Yoni Mazor 27:13
want to touch that point sending or any other traditional retailers, you buy toys at Toys R Us you get attached to these toys and the brands of these toys, you know, so, so that's traditional, that's what's happening in brick and mortar. That's what's happening, I guess now over time, with eCommerce with the advent of you know, because Amazon started, most of the sales were resellers of brands. So no issue there, because brands, they're buying these brands on Amazon, because they have a relationship with the brands. So the brands helped Amazon become Amazon. But now the dynamic has changed when new brands are launching on Amazon.
Yoni Mazor 27:43
So Amazon is a trust. And now there is so it's kind of the reverse pyramid. Now, these brands can gain cocoa, you know, market share through Amazon and their choice and build a relationship. And that's the new brick and mortar because brick and mortar store when these brands, you know, we're able to feed off the traffic of these brick and mortar stores and build a relationship with the consumer. So, in other words, to summarize there's a huge opportunity in this new medium called online shopping and Amazon marketplaces, to build a brand new brands and be challenging more establishments than in the brick and mortar world. Right. That's kind of the World War that's happening right now and the back end.
Michael Lebhar 28:16
Exactly. And to touch on that it's something I've been saying for long enough on some of them the I've been working on, we'll touch on it later, but I'm working on, you know, I spent over two years developing a direct to consumer brand. And we just kind of brought it to market and a big angle we're doing is even brick and mortar retail, but approaching it with that same concept is like how do we use brick and mortar retail to take use, you have a really good brand, you could get in front of a lot of customers?
Michael Lebhar 28:41
How do you use that as an acquisition channel for your data consumer, if you're able to figure that out, you're able to spend, you know, you know, charge less on charge last, you know, you know, be able to, you know, go much more aggressive on your marketing, whatever that is, as long as you have those fundamentals that acquire the customer. And I think, you know, customer brands who leverage Amazon like that, and, you know, they do much better in the long run. You know, they acquire customers, you know, at an affordable rate.
Michael Lebhar 29:08
A lot of these direct consumer brands people see like, oh, they raise, you know, $20 million, how am I going to build a brand without $20 million? It's because they're spending a ridiculous amount of customer acquisition because they're like, you know, this customer is going to pay off in two, three years. I'm going to spend it up front, but with the new age, if you're creative about it, with the direct consumers with Amazon, and with retail, there are ways to leverage it. So like with Amazon, it's very obvious to our consumers. Well, my approach was to let me leverage what do you
Yoni Mazor 29:33
Say sorry to cut you on that so when he said direct to consumer, which platform you mainly talk about, I'd like to open our Shopify store online.
Michael Lebhar 29:38
Yeah, we hosted on Shopify, you know, I think you know what path you hosted
Yoni Mazor 29:44
Ecommerce, Shopify. Magneto. Exactly. Yeah, I
Michael Lebhar 29:47
Think the main thing you have when you do that customer, you have to realize you don't have an audience right. And to acquire that audience. There are so many pay channels you can use, but they're expensive. And you know, the reason why Amazon works is Amazon customers trust Amazon.
Michael Lebhar 30:00
If they're used to buying on Amazon, you're going to have to just pay much more money to acquire a customer. So the way I kind of came across that issue and how to kind of suffice for, you know, that missing gap was leveraging influencer audiences, because influencer audiences, in essence, are very similar, their audience trusts them, their audience relates to them. And they have, they could get in front of them a bunch of times. But it was a little bit expensive.
Michael Lebhar 30:24
So well, we the way we did it as cobranding, which not only is it turned out to be a much more cost-effective model, but also a more add in more trust because the followers could sense that it was legitimate. And we I was an Amazon concept that I took over into, into direct consumer, and it was, how do we, you know, develop these products with these influencers. And we realized this, you know, even it agreed that they would have to post twice a week, they were posted sometimes 1015 20 times a week, like within their stories and their posts and their other channels, because they just wanted to, and that gave awareness for that product, but also, more importantly, for the brand, because customers purchased on the brand, their, you know, they interacted with
Yoni Mazor 31:04
The experience, yeah, they started to experience that you then you get the loyalty and you have direct contact with them. Because you have the email list, for example, and you have a new product, you're launching boom, oh, they're ready for it. They trusted that to build a real, real valuable business for the consumer for yourself or any investors. But I want to kind of packaged together and kind of maybe go back to the dynamic of, I guess, your business venture. So I want to summarize at this point. So you're, you have your brand. And now you have your partnership with, you know, DTC brands and influencers? And this is one what was the next question for you in terms of your businesses? Because I think there are a few more I want to make sure we touch those. Yeah, so
Michael Lebhar 31:44
I'm in 2019. So, you know, from 2017 to 2019, we were along that process of really growing on these marketplaces. At that point we saw started these marketplaces take off, especially Walmart, and route 2019, I want to prosper conference, I spoke at one of the events and I met a couple of other sellers there, who, you know, been on Amazon for longer than I were much more successful on Amazon than me, and did well on Amazon.
Michael Lebhar 32:19
But you know, we kind of just got along, we had a discussion, and we're saying how, like, Amazon's this great channel, you can leverage it to build a brand, but it's, it's getting, you know, it's already the sorts of products on Amazon are just, you know, they're getting, you know, way overcrowded, that your competition is getting ridiculous, a lot of cat categories are getting expensive to be profitable with and it's like, what, you know, if we build well-built brands, really agenda France and leverage,
Michael Lebhar 32:46
You know, Amazon as his channel, but as well as other marketplaces, you know, there's a lot more we could do. So I started, and I partnered with them. And we started a company where we've, our focus was really to create category-defining brands. And it was much more difficult than I thought it was. But we've, you know, did decide to, you know, not have to rush to sell a product, let's like develop the brand, that a unique brand, let's develop unique positioning. Let's develop products that are unique that we have IP on. And, you know, when we have that foundation, we'll be able to sell to all these channels.
Michael Lebhar 33:24
And that's kind of what I realized on a small scale from the first brands launched because we have some basic foundation. Other channels won't accept us, and we have customer retention, but you know, how we take it to the next level to be, you know, make category-defining brands. And that's something that, you know, we've worked on, and I spent a lot of time doing, and throughout that process, my brands were growing on these other channels, and my original bands were growing a lot on these other channels. We started, we launched on with QVC, we launched, we started selling on target.com, but walmart.com was just really picking up traction. And at this point, I had, you know, a full team that was just, you know, really good experts in selling online.
Michael Lebhar 34:07
But I told them at around 2019 and coming into 2020 when I was you know, focusing on developing these, this new category, defining brands, so to say, I told my team, let's shift most of the focus. My team that was running these, these brands that are started early on, let's shift most focus to Walmart, what we saw was that Walmart by just having products there, we were making a lot of sales and it was just growing every month without even really doing anything so I'm like nope, I we started looking at the landscaping like nobody's taking the extra effort on Walmart, there's a lot of people making a lot of sales on Walmart,
Michael Lebhar 34:41
Walmart, you know, there's a lot of sellers that did a lot of sales, but none of them or not none that we saw were making those sales from actually, you know, learning about Walmart, how they want things done and taking the extra effort for that. So let's do that. And, you know, we started spending a lot more time and resources figuring out you know, how does Walmart's algorithm work, you know, how does the ranking system work? Let's develop partnerships within Walmart, you know, they have merchants, let's develop partnerships with their online merchants, and let's learn about all their programs.
Michael Lebhar 35:09
And, you know, we were getting really good at really figuring it out. And what we realized is by just putting that extra effort, we were able to not even spend money on advertising, because advertising wasn't even launched yet, with Walmart, we're able to just rank in these top positions beat these national brands. And, you know, we were, we were out raking them. And we had, we got, you know, a few of our products to be the number one and fitness, we had some thoughts on one in-home kitchen. And I was simply by just putting that extra effort there. So
Yoni Mazor 35:41
if I can now chances are a comment on this correctly, you know, you smelled again, the potential same way you smelled the potential with E-commerce when you landed in LA back after Canada, Toronto, be able to smell this environment in Walmart, and so to speak, where you guys and your team can kind of decode, right?
Yoni Mazor 35:58
What are the main elements that can be tweaked along to get full optimization and be national brands on this platform, which is still a major platform today is number two already after Amazon? And that's the moment you because you mentioned a year or two before that, that's when you kind of started on Walmart just have another channel. But three years later became a pivotal moment where you were able to define your position, realize you can optimize this, and pave the way to a new dimension for
Michael Lebhar 36:29
You. Yeah, and, um, well, we were told by Walmart also, at that point, we were one of their largest third-party sellers. And we want you to help us as a third-party seller. And that was interesting for us, because, you know, we weren't a large company, you know, it was bootstrapped, it was, you know, and we were able to kind of making waves in the space with that, and we realize this, every other brand was just approaching it, let me you know, connect an API partner and just channel my listings through it.
Michael Lebhar 36:54
And I agree with that, that method for a lot of other channels. And that's how we approach other channels, we saw this unique opportunity with Walmart. So, you know, we started scaling on Walmart, we decided, you know, now let's launch more products specifically for Walmart, like, you know, there's a lot of products we would never get into on Amazon because it's way too competitive. You know, phone case, Walmart
Yoni Mazor 37:11
Is today what Amazon was 10 years ago, traffic is there, the potential is there, and now there's a whole gold rush into, to
Michael Lebhar 37:21
Evolving much quicker, because they have a roadmap. And because they have a woman there, they're evolving much quicker, and that's what people have to understand. They have like a lot of resources, they have a roadmap, and they're very invested in it. And you know, we've seen an evolution over the past year with Walmart just being ridiculously insane. But you know, we've so, you know, we just tried to do whatever we can to scale on Walmart, and we started, you know, just launching a lot more products, we started looking for service providers, and, you know, I never get involved in the agency space at all or anything of that nature.
Michael Lebhar 37:50
You know, I love building brands and selling products. And, you know, we try, you know, when advertising came out, we've tried some advertising companies, you know, tried to, you know, pay people to improve on Walmart, listen, Steve, and really what we realized is nobody knew what they were doing. And they could be good at Amazon, whatever it is, but it's just a completely different approach. And we started just doing it all internally and figuring it out. And what we've realized is, there was so much opportunity for growth, and what you know, what we've realized, there's also that, you know, there's an opportunity for growth with Walmart is so much if you have really good products, and you have an assortment of products, you have supply chain setup, then you can leverage it so well.
Michael Lebhar 38:30
But we were at a stage where it's like, we had a lot of products, you know, sourcing products going through that entire process takes a lot of time. And we can scale on Walmart much quicker than that. So, you know, we decided to, you know, partner with a few really large brands that weren't doing well on Walmart to, you know, have them on Walmart and realize, it's like, when you have really good brands, really good products to work with, you could do a lot with them, as opposed to launching our product. So the company took a pivot. My brother, David, who's one of the co-founders, just lead it, and on the pivot that we took was let's, you know, work with these brands in 2020. This happened at the end of 2020,
Yoni Mazor 39:09
And 20. So you're saying you realize is much more work, you're already growing at your speed, saying there's more work potential in this platform, we are not going to be able to scale as fast in terms of sourcing, logistics, all that stuff. So this gives you the opportunity to partner with major brands, which have the product, they have the resources, they have the logistical, but they don't know how to get in. So that was also another perfect moment for you guys.
Michael Lebhar 39:29
And what I've realized is it's a nice intersection of people who don't know how to get in and set up properly, but also the management on the management side is Yeah, yeah, there's growth, but there are growth tactics. And there are also just technical things. So like, even if brands want to focus on growing things, a lot of times the technical aspects, hold them back. Their listings get blocked and taken down. A lot of times, much more than happens on Amazon, because the technical stack isn't built out as much on Walmart and there are issues and you know, we work with engineering teams daily, just things that are broken, and
Yoni Mazor 39:58
It’s Madness. By the way, this is its topic getting a free card for E-commerce in general, getting deposited was one layer of maintenance and survival because there are so many moving parts. That's its genius. And each market has its universe. So that's your point here in regards to Walmart getting in growth. One thing maintaining and operating it, it's its universe keeps on changing. And that is very daunting, but that's your forte,
Michael Lebhar 40:20
First, actually. And that's what we've realized is that brands want to focus on especially brands at this age, they want to focus on growing their brand on Amazon and other channels, whatever it might be, but growing their brand and managing their brands, Walmart's at this place was because we did it on such a large scale, we realized we had these processes to do all these things efficiently.
Michael Lebhar 40:39
And there are so many different processes involved. And because we were able to do it efficiently. We opened it up on the agency up to the console to the public. And I think the beginning of 2020 21. And you know, we started on-boarding, midsize Amazon brands, which was in the string because the first brands we worked with, there were much larger Amazon brands
Yoni Mazor 40:58
Doing mid-size, what's the revenue, for example?
Michael Lebhar 41:01
I think an average client that we work with does like two to 5 million a year, the brands we were working with when we started were brands doing 50 to like 250 million a year. So not like national brands, but I guess you could say, oh, well established, established.
Michael Lebhar 41:19
Exactly, so and we realized that was this weak spot, these midsize Amazon brands, where they have good products, they have a good brand, they're invested in it. And these larger companies, they're not as flexible as a lot of things. And they, they you know, they don't value it as much. And you know, what these midsize brands are just there was such a great opportunity to work with, you know, is energized
Yoni Mazor 41:39
For the big brand, just a nice add-on. But for midsize brands, it's an impact, it's a business impact where their business thesis, the model and reality it just much stronger, if you do find on an Amazon, then you're able to add another million two, maybe three on Walmart, that's major that's like, you know, it's
Michael Lebhar 41:54
Amazon sellers, as they understand like, oh, it's an opportunity to get in early. Like I always joke around for the past five years and always said like, if only I would have launched like two other types of work I was I would have been retired. So it's like, I always so it's like Amazon sellers kind of understand, like, it's getting much more aggressive now and you want to get set up properly. And it's a good intersection of like, you want to get set up properly. Now when it's less expensive, you want to capitalize on the sales that are there, but you could also grow with the platform. But at the same time, you don't want to take away focus.
Michael Lebhar 42:21
So because of this, like you very unique intersection is, you know, is why we started on, you know, investing a lot of agency. And I think what's been unique is, you know, our internal team, of just processes for each component, but also partnerships at this scale were so important. So we became a Walmart-approved partner, probably around like six or eight brands, like six months ago, they have like seven or eight approved Walmart agencies. And, you know, it was great to be a Walmart-proof runner, you know, it brings a lot of Gen Z but also brings a lot of resources within their teams.
Michael Lebhar 42:55
But, you know, we were able to revalue that along able to grow that relationship with them. And then because they saw, you know, we have a lot of really large accounts under our name, we also had a lot of our contacts at Walmart, because we were at large sell on Walmart, you know, we've been able to just, you know, build teams and Walmart of people to rely on, you know, when accounts don't get approved, or when listings get taken down, or, you know, but also on the growth, things like, Oh, these new programs are coming out, get ready prepared for them, Walmart's changing their content ranking system in like four months, you know, you could start preparing for it and things like that.
Michael Lebhar 43:27
And I think because things just started putting in place a lot with different partnerships. You know, we started working very closely with helium 10 on working with them on developing their tools, you know, and once their tools launched, you know, working with them as well on their content side. And it just things started filling and fitting into place a lot with just these resellers and these brands that you know, are just it fits so well it was such a good opportunity for them, we were able to add in these components to our offering and I think it was just you know,
Michael Lebhar 43:59
Brands were finding it very unique because we're the only exclusively Walmart-focused agency for three P sellers. There's one other agency which you know, focuses a lot on one P merchants as well, which is great. They're called White spider on their partners of ours as well. But, you know, a lot of agencies and we're going to see, you know, over the next year, big Amazon agencies are going to add on Walmart services and things of that nature. And, you know, that's great. And I think you know, that's how the market is going to evolve, but I
Yoni Mazor 44:27
Don’t hear So Walmart is in a position where you can no longer afford to ignore. So looking into this, I would recommend planting seeds now. But the seeds whatever seed is planted, whatever water resource you can apply to do it and it's going to it's just going to grow whatever right but it's going to grow. Yeah, because it's going to be probably the balancing act the same way Amazon was a balancing act to eBay and took over.
Yoni Mazor 44:54
Walmart will be a balancing act for Amazon. I'm not sure if it's going to take fully over because Amazon is free. Nominal organization, but it's good for the retailer. So it's just thinking about it differently. Just your ability to reach more, you know, clients out there, some of them are unique to each platform, and you will never be able to find both of them. You know, the ones you find in Walmart, you will never find Amazon and vice versa, which is unique. Some of them crisscross definitely. But you will focus on uniqueness. So you reach the ones that are pretty much no, no.
Michael Lebhar 45:23
And that's a great point. And that's something I focus on a lot if you're going to be selling on Walmart, you want to understand the customer on there. And our approach is we want to understand the customer, we have data about the customer, but everything is the way we craft our listings, the way we market our products, and the way we outrank competitors.
Michael Lebhar 45:38
Um, you know, it's important to understand the customers that are on the platform, as well as for you competing with, you know, you're competing with these really large brands that don't know anything about searching grid. And there's a lot of technical things we could get into how you know, Walmart's been making a lot of transitions to help the third-party seller, such as their new site that they launched around six months ago, which they used to have two completely separate sites, one for pickup and delivery and one for.com, they merge these two sites, and all these massive brands are freaking out because now they have to compete with these third-party sellers in the same kind of search and open up
Yoni Mazor 46:12
The playing field on the.com. Level and,
Michael Lebhar 46:15
Exactly opportunity, as long as you just properly approach it. And there's, you know, there are things and you know, if you just take over your Amazon knowledge, and you just craft it for Walmart and mix up, it works well.
Yoni Mazor 46:27
So you're saying a very, very, very important thing to consider here is the data crafted to the Walmart flavors, there's a flavor to Walmart and what their consumers and shoppers are looking for. And you have to craft it this way. Because you're going to try to put the Amazon flavors into the Walmart flavors, there's going to be oil and water, it's not going to mix. So keep that in mind. As you know, back in the day, the basic notion was to do the same thing for every or every marketplace. And, you know, people will just buy you, but today, it's just really each platform is carving out their flavors. So keep that in mind and adjust yourself.
Michael Lebhar 46:56
Yeah, and it's on, it's on the customer side, as well as on the algorithm side. And if you have both of those, you're able to do a good kind of thing. And one of the biggest things I always like saying is, um, Amazon sellers, they have really good listings, plus content for their listings, Walmart has something where you could host very similar content, none of these other big brands are doing it.
Michael Lebhar 47:15
But it's called Rich Media. And we just launched our rich media hosting, by, basically by Amazon sellers, taking your cart, when you just take your content, you do a few tweaks and crap, a few tweaks to it, you could post it on your Walmart listings, and all of a sudden in your competing wave converting way better than these other large brands. And you didn't have to do that much because you already have that content for your Amazon listing. So there are little things that could be transferred as long as you know, you make the right kind of adjustments and things like that. So got it.
Yoni Mazor 47:42
Okay, beautiful. Yeah, I just want to show there's so let me recap this. So you had you have you're still your retailer for retail, you know, you know, you will partner with influencers, and now you partner with brands, and you lead the way into the Walmart landscape. Was there anything else you built on a business side, or that was pretty much the
Michael Lebhar 48:00
that's been mainly we've been really throughout this process and spending most of the time developing these, you know, these categories of finding brands. And it's been very interesting, and I think a lot of it's been transferred over to how, you know, we work on, you know, just in general selling product, but, you know, we, we kind of just took that approach further. And you know, now that we developed, you know, a supplement brand, for example, that is pretty revolutionary,
Michael Lebhar 48:27
it's unique, there are no other products like it, you know, we've been able to, you know, approach retail at a large scale, you know, in talks with, you know, really large retailers, a lot of larger consumer and influencer partnerships. And there's just so much more you could do once you develop your brand and product properly. And that's been something, you know, even though it took us a while to develop these unique brands, we see how far it went. And I think for brands listening, it's like, you develop you're you already done a lot of that, you know, there's a couple of other things you can do to just take it further. So and that's kind of, you know, the approach we've been taking, it's been a fun road,
Yoni Mazor 49:07
We’re focused. So let me capture the story, then we'll get to the final part of this episode. Okay, so born in Israel moved to LA, then Canada, then back to LA, and around 2015 started, you know, discovered the world of E-commerce started and eBay then very quickly entered Amazon. By 2016. on Amazon, you are already kind of more flushed into selling your brands, although you still stayed on eBay, right? 2017, you planted the first seeds into selling on Walmart. And then those years, there were formative years where we're launching many, many skews, maybe even by the 1000s. But we also have a marketing approach of partnering with influencers, really building and establishing a relationship with influencers.
Yoni Mazor 49:45
So they're your partners, and then 2000 That's around 2018 or late 2020 already kind of realized that Walmart has an actual potential that if you find more resources, you're going to blow it up on the retail side, but also at the end of 2020 I realized that there's an opportunity, you can get enough supply so to speak, and fuel enough growth because you're limited by you know, you're, you're limited and physically. So that opens up to partnering with bigger, larger establishments, and boom, you can just explode in the platform and provide them the track and the way in.
Yoni Mazor 50:18
And now it's kind of open up for any, you know, midsize, you know, brands out there, especially if they're an Amazon of doing 2 million-plus a year, there's a great opportunity to, once they're established with as a brand, and they have the infrastructure to tap into Walmart and desperate seller can come in and provide the support there. In addition to all that, of course, you have your category niches where you were trying to, you know, create a category branded the definition and being innovative there. And that's more of the retail side and the creative side, that we capture everything correctly so far.
Michael Lebhar 50:47
Yeah, that's exactly what I'm, what kind of my roadmap that was a good kind of summary. I think I'm going to use that from my bio. I think the last thing is, it's part of Belcourt, but is kind of an arm of ours is, are Walmart reimbursements. Which is, which is interesting, because you know, I guess.
Yoni Mazor 51:05
Yeah, so yeah. So you know, Michaels company is like the sister company, we can see that on the Walmart fulfillment side. So take us, take us a moment for that.
Michael Lebhar 51:13
Yeah. So to talk about that is like, as I mentioned like we weren't just selling on Walmart, we were diving into each part of it working a lot with Walmart teams. And, you know, we were the first sellers part of their there was a batch of I think it was 50 sellers that were part of their first WFS, which is the Amazon probably Walmart fulfillment services. Yeah. Which is basically like Amazon Prime, and when they launched Amazon, yeah, Amazon FBA, and when they launched that, you know, we were the first beta sellers into it, and we were paying a lot of attention to it. And, you know, it was great, it was a great program. But, you know, we've come from amazon.com, we realized that we're losing inventory, they were sending customers a lot of the wrong stuff, and a lot more issues than we've had, because it was newer warehouses.
Michael Lebhar 51:58
And it was a newer process they had, and we kind of see it, start seeing a lot of those issues. So we started developing processes for our brands to just start getting reimbursements, we started loving the process of working directly with Walmart, as Walmart wanted, you know, us to dispute things and work with them on things. So we started working closely with them. And, you know, we were able to as the FWS program grew, we were able to, you know, start, you know, opening up claims and disputes for other, you know, for many more things, like, you know, inbound shipments, things of that nature, as well as not even wfs just customer returns.
Michael Lebhar 52:33
There's like a big, there's like a big group of like, you know, fraudulent customer returns and a lot of that stuff on the long list of customers. Yeah, exactly. And what we've started building out, and we started getting a lot of money for our accounts. So we started defining the process, building it out a lot more. And, you know, I think it's thanks to like Amazon reimbursement that, you know, we even thought of something like this, because some of these really large Walmart accounts, don't think of it at all, because, you know, they're not exposed to that. And, you know, getting the
Yoni Mazor 53:01
Basic elements for that as accountability, because, you know, your main asset of retailer is your inventory, it has to be treated properly, you know, by any third party. So these large platforms have accountability structures built-in, in the format of reimbursement.
Michael Lebhar 53:15
Yeah. And, you know, honestly, like, I think the theatre was the inspiration for longer because we've been using the theatre for a while. And I think, you know, just how seamless some of like the processes for Amazon are. It's very similar to Walmart, it's just different ways to do it for Walmart like they have their kind of rules and regulations. And it's changing like I said, the Walmart flavor. Yeah, exactly.
Michael Lebhar 53:34
The Walmart flavor. And we also, you know, we started launching it to a few of our main clients that kind of the same process a few of our main clients. And you know, we started saying we're able to get good returns. And, you know, it's, you know, it takes a little bit of time and, but you know, there isn't any other service there. So, we're the first Walmart reimbursement software so I always say when in two years people say they're the first Walmart reimbursement software and remember, we were the first but
Yoni Mazor 54:00
You got this record
Michael Lebhar 54:03
And it's been interesting growing yet because you know, we have it right now, we mainly offer it to our clients. And you know, it's we're already working with the clients on growing their Amazon so it grows that business but you know, we're constantly involved improving it and constantly working on you know, being up to date on what's going on and you know, I think you know, right now it's mainly for our clients and customers who are you know, clients who are ready to sell on Walmart and you know, they're researching this stuff. But you know, as the platform evolves that's going to grow because more you know, more sellers are going to you know,
Yoni Mazor 54:35
that's okay I want to close out by you know, somebody wants to reach out and learn more about silica or Walmart reimbursement or anything e-commerce because you're very open and friendly and you know, you're very passionate about you know, solving challenges for yourself and others, and, and eCommerce in that creates all these opportunities, which is great. So where can they find you? Does somebody want to reach out? Yeah,
Michael Lebhar 54:54
For sure. So, um, I always love answering questions and helping out if I can, so you can email me up Michael at Delcourt. So it's S E ll chord, c o rd. co. And you can email me any questions, things like that, I'll try to get back to you with anything. But you can also if you're interested in learning about things related to Walmart, or whatever that might be, you could go to our site Delcourt. co. And you can fill out a form and you know, get, you know, an audit consultation, whatever that might be, for our refunds tool, its refund stacker.com. And, you know, you can fill out if you already sell on Walmart, and even if you sell a few 1000 bucks a month, like, you know, you know, maybe beta join
Yoni Mazor 55:32
Free this day, you only charge a fee from recovery. Correct? Exactly, you know, I noticed all that stuff.
Michael Lebhar 55:38
Yeah, I got to learn. So I that's kind of, that's where you can find me, um, you know, you can message me anytime with any information. But I would suggest they're starting to come there's, there's going to start seeing more content about Walmart, and we're going to be putting out content, but Helium 10 has a lot of content coming out about Walmart, you know, it's worth learning about and at least being aware of what's going on, you know, I just always like being aware, like, I don't trade a lot of stocks, but I like the kind of seeing what's going on. And, you know, that way when I get in, you know, into different markets, like I, you know, you can understand what's going on. So I would say at least at the open for kind of learning about it and looking into it.
Yoni Mazor 56:17
Got it. Okay. Yeah. So anybody listening to this, you know, keep your options open, lots of opportunities. Get your feet a little wet. Don't be afraid if you need more help with this. There are solutions out there that help you know, that Michael is leading the data activity, at least on the Walmart side. So Michael, thanks so much for joining us today. I learned a lot I appreciate, you know, sharing the whole story.
Yoni Mazor 56:34
I hope everybody else enjoyed it, stay safe and healthy the next time.
Michael Lebhar 56:38
Awesome. Thanks for having me.