I see a lot of people that are amazing on camera.
but they're not making a lot of money though. So in order to make money,
“you have to combine that create their mindset and create their like enthusiasm as”
excitement and passion with, you know, some basic business skills, right? E-commerce in my experience is one of the best ways to monetize, you know, for creators, for people that have audiences, to monetize the audience that they have, the passion that they have. Up for absolutely. Alex Fittetoff is a renowned results driven and highly respected E-commerce entrepreneur
and the founder of E-commerce scaling secrets. He has generated over $100 million in E-commerce sales
and advised brands including Under Armour, Lululemon and Ron. You can try and like comment on the market with some unique product that no one has sold before, but that comes with a higher level of risk because you haven't seen like the proof of cons and people want to make sure that there is already like proven and validated demand for some products or Elon Musk, right? I mean, he didn't invent cars, right? He just created like started selling
a different type of cars. Cars were already selling like for what hundred years. He just started selling different kind of cars. That is a main starting point. Then you have... It is going to reinvent the phone. It's not over. I'll tell how we're... The living your legacy podcast for those who live to leave a legacy. Welcome back to another episode of the Legacy Maker's podcast. Joining me today is,
you know, I'm going to take a moment and pause here. Alex, how do you pronounce what that's something in? It's a fighter-toff. Yeah, I'm not going to be able to pronounce that. No one can't do this. That's okay. That was literally the intro. But, um, literally, that was the intro. I'm Regatiers for Insight Success. Today we're about to film Alex's last name. Fedato. Episode. But before we do, we're going to talk about something that I would
really want to jump into headfirst without water, e-commerce. Alex, welcome to the Legacy Maker's podcast. I want to do so much. Thank you for having me. Brother, so what brings you to these neck of the woods? What are we talking about today? We talk e-commerce, we talk, you know, scaling, direct to consumer brands, um, and just adapting to the new environment that we're in,
“like just selling physical products all over the internet. Cool. So how many podcasts have you done?”
I've done, um, maybe like 10. Fantastic. Walk me through the journey. I'm going to be a client. And we're going to make the 20 minute podcast about this and then we're going to introduce like some makers. I own Nintendo Pro.com. Nintendo Pro.com. PlayStation Lab.com. Really, you all know? Yes. Oh wow. I own PlayStation Lab.com. Xbox Loved Love.com. I own these two, three,
amazing.coms. I used to work for PlayStation. I was the brand-face for PlayStation for a couple
of years. And I've been squatting on these.coms because I come from 2005 when everybody was on camera trying to hustle. And I was one of the first to do this 20 years ago. And now I'm sitting on the Nintendo Pro. And I go, man, the switch to is out. I got a try for some of my hand. I'm really good on camera. And I can hustle and Nintendo product. What do I do? That is a great product. Are you licensed to sell these products? I'm not selling anything. I just have a dot com.
What do I do? I'm coming to you going. I want to make e-commerce. Do I sell mouse pads, do I sell Nintendo Switch covers? How do I make money off of this? I just want to make 20 bucks today right now? 20 bucks on me? Whatever. Just start me somewhere. Nintendo Pro.com e-commerce. Do me a sell. That's a great. Okay. That's true. True to my brother. I'm waiting. So I have a friend.
His name is Jordan Kilgar. Oh, he sounds amazing. I like it. I can actually introduce you to him.
“He want to call him up right now. Yeah. Because what I like to do is like I think all of the answers”
in life are just literally one conversation away. I know, I'll wait. And so. And so Jordan, what he does is he sells these custom joysticks for maybe Xbox. Anyways, like stay deck portal, like whatever, then the new Xbox is coming down the pipeline. They're going to answer the robot, like whatever, whatever. There's going to be an necessity. There's a premium customer service, which is why is Nintendo Pro. I do not want the children. I go, no, I want the old farts that have
tons of money because they've made it and they just want a nerdy product that's spent $1,000 on. Yeah. Nintendo Pro. Okay. Then they're like Nintendo like cost them kind of like things that you can put on them. I don't know. You tell me, yeah, we can do custom skit. Debran is a great I would say, but not bottleneck. Debran is a huge fan of theirs. They're branding the communication,
The tone of their voice, their Canadian base.
skins for the Nintendo switch. But their naming conventions is like the kill switch, too. And
they were the first ones to leak the schematics. So like they are on the edge of branding like
literally customer support is them making fun of the customers. And the way that it's like serving to the customer because it's like modern, we have talking. Only nerds talk like that. Like I can install it to your face and you'd be laughing about it because it's right because we're
“so high intelligent that making fun of ourselves is part of our nature. So I think as an e-commerce”
when Nintendo Pro, yeah, it could be sold small little things, a case, anything. Like walk me through someone, walk me through your passenger, your customer experience. You meet someone like me that's all fired up and like dude, you've got the answers. Let's start hustling. How does this work? How does a customer come to you? For sure. So there's like two types of people that we work with.
Number one is a category of people that don't have any idea what they want to sell. Right? So for them,
the journey starts with, you know, the product research. Right? So there's different tools where you can like look into other products that are successfully being sold online right now. And so the key is to find something that is already proven and already validated, right? And kind of like figure out like maybe slightly different way of selling that product. Maybe it was a different ankle and advertising maybe with some different shades on the product side. So that's one type of people.
“Second type of people is people like you who already have the product or who already have some”
ideal in the direction. Yeah. I got the name of got the North Star. Yeah. I can hustle it. I can cut content, but what is the product? It's just skins for your dental switch. Whatever it is, but I just got the name and I just want to point that laser beam to something. 100%. Yeah. So in that case, for you, it would start with a research on specific products that are already being sold in that category, because you can try and like comment on the market with some unique product that no one
has sold before, but that comes with a higher level of risk because you haven't seen like the proof of concept of that saying something that people want. So for example, it would start with, you know, product research on Amazon. For example, Nintendo accessories, right? And you would see how much, how much of each specific accessory for Nintendo is being sold every single month. There are tools like Helium 10 that you can quickly point out the specific volume specific number
of revenue that each product generates. So when we are coming like so was either it was our own business, was our clients, when we come into the market, we want to make sure that there is already like proven and validated demand for some products. So we are not recreating like reinventing the wheel, we can bring some kind of like uniqueness about the product or idea, but we already kind of like going into validated demand. Like for example Elon Musk, right? I mean, he didn't invent cars.
No, right? He just created like started selling a different type of cars. Cars were already selling like for what 100 years. He just started selling different kind of cars. And so that is that is a main starting point. Then you have let's say 10 different ideas from that research, you have your, let's say scans, cases, I don't know, like what if there is, yeah, what if there is that doesn't have Yoshi's face on it, right? Because that we have to
license Nintendo, like I, I, I, sorry to interrupt you. I, but I understand your meaning. I see a lot of content creators on YouTube that are hustling the Nintendo verticals, like I'm an Nintendo fan. And then at the end of the spot, it's like, well, here's a sponsored ad by my Yoshi inspired artwork. It looks like a silhouette of a Yoshi. It makes the thing is it makes you feel Nintendo, so you're going to buy it. As long as it doesn't have an Nintendo seal of a
rule, then you're, you're, you're, you're, you're, I'm assuming you're in cleared legal waters, to be able to sell fan base work. So my vision is, sure, I'm Nintendo pro, but to stay within the legal waters, I'm the Nintendo pro dot com, where it's like, no, this is Nintendo pro dot com dot com,
to always say in our language, like, no, no, no, no, we're not trying to steal from Nintendo
hustler shit. We just are fan base that sees our, our top shelf client base, and we're hustling our funnel through Nintendo pro dot com, like, I don't have the social media handles. I don't have any of that. I'm just following this site. That's actually part of a much grandeur universe and idea. But I've got to start with it simple. Yeah. Even if it's just a mug, even if it's just shooting in the red room, holding a red mug, and I'm like, well, I'm going to hustle this mug now, because
I have 1,000 in these. But I'm going to shoot 100 hours of content to move 1,000 pieces of inventory.
“So that's how I see it. I just need to see what I'm going to chew on that day to sell. Right.”
Yeah. So you would, you would have a list of all of the idea product ideas. Then you would prioritize those ideas based on the scaling potential. Got it. Like difficulty of manufacturing or sourcing that particular product. And so you would kind of like shortlist that to probably like 3 to 5
Ideally.
search volume. You can easily shoot a product. Marginals are great. Because one of the keys with e-commerce is to make sure that you have great margins. Like for example, we have, you know, iPhone here, right? How much does this cost to manufacture? Well, I would say 300, 400 dollars. Probably doesn't that. I heard it was 15, 20 dollars. Some really smart doing on stage drops like a crazy number and like that's not possible. It's like 100 to 100 bucks.
Right. That's more reasonable. I believe that. So and that's selling it for 1,000 bucks. Yeah, a lot more than that. So it's like five X. Yeah. Right. So in e-commerce, in my experience,
“you want to be, if you want to have the scaling potential for the business. Because in our”
business, like for those other clients businesses, I don't like to touch anything that like cannot
generate like at least like million dollars. Like even more. Like for front. Can I start at 20?
Okay. Yeah. No, no. I'm guessing you up because you can clearly see my client journey where I'm like, I've got a great name, your ice pop up, but look at my confidence. And I'm the, I'm the one dressed in stripes and gold shoes, but I go, well, I don't intend to pro dot com. What should I do with it? And then you could be a great content creator. I mean, the advantage that you have, right? Make money for shit because I don't know how to because I don't think that website. I want to
make cool shit. I don't know what it's worth. I mean, no. Okay. So, but like, it was all of the energy that you have was natural excitement and enthusiasm and knowledge of that industry. That is your competitive advantage that most people don't have, because most people had no idea. It's like, okay, sure, to sell a beauty product, pet products, like, you are naturally inclined and knowledge in that game. Yes. And what is the toughest market of Reagan to trust me? Do not
mess with us. We can see you're mile away. We can simple shit a thousand miles away. And so, and you can direct that energy into selling like a physical product. You can be your own content creator. The upside that we have these days, for example, like my friend Jordan who's selling these
love my friend Jordan. I love it. I'll show you some of his products. Okay. It's incredible. So,
so he's selling these products organically. Wow. They're organically. Wow. Like he's his big on TikTok shop. He's probably one of the top like 100 shops on the TikTok shop. And so he's selling these like just trading piece of content. He has a studio like we have here, right? You guys have a studio like he makes content. Post and TikTok, some of those posts, you know, getting like tens of millions, hundreds of millions of use organically. Driving traffic to his product.
And so, once you identify kind of the product that you want to sell, like out of the whole list, you can just start creating content and driving people to say like a TikTok shop listing. Got it. Or, you know, for us, like, you know, is it an affiliate program kind of thing where I'm just I'm creating content. I'm just sending traffic to a link that's going to give me a kickback or is this link to my store. If that's your product, like you create your own kicks of shop listing.
Right. Okay. Because I've been doing research on this on subreddit where I'm looking at Ali Baba. I'm looking at drop shipping. I'm looking at all sorts of funnels where I'm like, I've got the brand. I've got the energy. What am I hustling? What am I selling? And I clearly am not making it myself because I don't have time because I'm running four studios at this very moment.
“So that's why I've had to shelve these passion projects. But I know now, if I just create a”
a mini version of myself, almost like an AI, where it's hit the fur focus is then from a pro, Xbox love, places you laugh, murder palace, all these suicide Miami, all these other eccentric brands. Now I literally am running four studios having a podcast and I have five brands making me money and all I have to do is wake up at four and a morning. That's all I got to do. I have seen, I have seen people successfully combining like a full-time gig and running their
business on the sub. As long as they're like efficient with their time and know what to prioritize and what to focus on. And they have the passion and excitement. You know, so the eyes are like, you eyes are wake up early, like you set or like you stay late, you know, at night. I stay ladies with more money. Yeah. And so you just start trading content. Sure. And some of that content, you know, pops up. Yeah. And so let's start asking questions. Yeah. And so we stick
a shop for instance, like you have on the kind of distribution platform, your main kind of priority is to create content, which is something you're already good at, like you know, which is what we do here. This is a content creation production facility. That's it. And so that's like, you know, just kind of like looking at the bigger crater like landscape. Oh yeah,
is that I see a lot of people that are amazing on camera. They have big audiences, but like
they need in order to make, but they're not making a lot of money. So in order to make money,
“you have to combine that crater mindset and crater like enthusiasm as like excitement and passion”
with, you know, some some basic business skills, right? Yeah, look exactly. Exactly. Right. So but like there are a lot of people probably have bigger audiences going, oh, but they're not money tiesing it as much because they have not chosen the right path to e-commerce in my experience. It's one of the best ways to monetize, you know, for creators, for people that have audiences, to monetize, you know, there are the audience that they have, the passion that they have.
Oh, for absolutely.
someone to discover you and work with you and be mentored by you? So I have Instagram,
“is called Alex Fettetovs, like my name. You cannot pronounce it just, yeah. Yes, but it's, yeah.”
Well, it's a great way to mark yourself. I'm glad you're here, Baba. You've come to the right place. I'm actually thinking about buying, like, it's kind of like shorter. Like, Rudy's going to drop his last single Rudy Red. He's looking at the legal possibilities of doing it. Yeah. It's he's going for it. It's just, it doesn't, it's just a no brainer dude. Look at the day we live it. We live, it's 2025 we live in a video game. Like, really look around you. Like,
what the hell? Why not? Right. So let's say, you know, I haven't scrapped people, people message me on Instagram asking some questions. What about Reddit? Do you have an audience there, dude? No. No. No. So we just run ads on, we run ads on the Facebook and, you know, people with sell the stores. So on Facebook, we're selling this like dump for you stores, where we're creating like Shopify stores for people. See, that's another avenue Shopify. Why can't
they just have a Shopify on and then they're pro? 100%. Yeah. You know, that's, okay, cool. Sorry,
“disruptive. Yeah. Was your product was your idea specifically? I would look for like, or kind of like,”
more organic way to to sell it and find an audience. Cool. Because I think there's like, probably in TikTok, there's a hundreds of thousands of millions of people that are into Nintendo. So you can happen to that audience already for sure and just drive them to, you know, to the product that you have. Right on, cool, cool. So again, let's go back to, I'm, I'm finding
on Instagram. I've clicked on your ad. What's the first thing I see? Do I get a zoom link to a
scheduled call? Walk me to the onboarding product? Yes. So it's people, people apply to kind of if people are interested in getting some some mentorship or coaching, they have an idea, maybe they want to move away from their 95, the one that started business on the site or the one that grows, that's like already successful commerce business to kind of the next stage. They just fill the application. The book I call with one of her team members. We, you know, ask,
ask them some questions about their experience, their motivations, how much time they have,
“how much capital they have, because you know, you have to invest capital into some of these”
things. And from there, you know, if they're, if they're a good fit, it's, you know, something that works both sides, you know, we start working together. Let's talk about capital. When people was here that word, that other C word, they sound free. What is too little capital? What is a reasonable amount of capital that's not wasting anybody's fucking time? You know what I mean? Right. And I say that F on purpose. Because it's like, to succeed, you need money.
Yeah. You need, like, I believe in this. And this is what the worth I will enhance. That's the way of the world. Sorry to tell you, but that's the way it is. It's that simple. You value your time and I've given you capital. How much capital is enough that you respect me? I respect you as your weight. You're awesome human. You know what I mean? But I mean, like, let's do business. Okay. Is it a business box? Is it five to 100,000? Our mentorship program is $10,000.
Right on. Yeah. So that's, that's our program. And then, if you want to go like the paid, paid, that's route, which is something that most people choose because they just want to get something to the market faster. I don't have the creator skills or the passion to Johnson and product a deal like you have. Yeah. Right. So they do pay that. Which means, you know, they're creating ads on Facebook, they run those. And then, you know, as ads start getting momentum,
they just reinvesting into ads to grow their business. Right. This way people growing their businesses to seven figures, eight figures, you know, some of nine figures since like, so that's, that's one of the past. Another one is organic. Where it's mostly kind of like your time and effort creating content. Right on. So let's say you invest in the mentorship program. And we kind of a guide it through the whole process. Like in our community, we have, for example, one of the top
TikTok shop creators who's like coaching you and guiding you on how to kind of like put all of these elements in place and sure how to choose their right products. You're able to to promote to sell, how to properly position your listings. So all of the moving parts that come with successfully, you know, selling the product. Oh, yeah. And then you're off to the races. And then you have sent and keep you keep it in your ecosystem. Because that's really essentially the knowledge.
It's like, here's the tribe that I joined. I learned to do this. Now, I have to build my own tribe. My vertical is this. My vertical is that. And then you eventually start helping each other out. And you're like, oh, well, I started this. I started that. Well, it's partner up up. And then, oh, wow. What an ascension. Yeah, we have, we have like thousand people over 1,000 people
in our community. Yeah. And it's incredible. So we have like the WhatsApp community. And people
just like every day, there's probably like 200 messages. People just like sharing their houses, helping each other. So people find their friends, people find their partners, people find, you know, people to collaborate with and learn from. And, you know, just just raising each other out. The emojis of the world start school. They get a brand. They start their village. And they're like, wow, the point of entrance, like, I would much rather spend this money here than be broke in a
university. Excuse me. That's the devil choking me at the moment. It's like, don't see that out loud, Ray. Don't let them say that. What do we to learn about your episode with legacy makers?
You're about the step into studio for an interview with Jason.
episode? And I want to share my story because I was reflecting this recently. I went through like,
“I think my, you know, I think people go through different challenges in life and managed to”
build something, you know, successful. I want to inspire people. And I want to do that by sharing my story. Like, I was, you know, I was born in Ukraine. I was born in poor family. I haven't seen my mom from the age of like 7 to the age of 15. And because she was working abroad to to provide for our family, my dad has a surgery. So he couldn't, you know, work. And I want to share the story that would inspire people and and show them that it doesn't matter what circumstances they have
right now. They can, if they have the passion to have desire to change their life, they can do it. Like, at the age of 18, I was, I came to United States. I, I came on the student visa. Well, I stayed here illegally for three years. Oh, I overstayed my visa. I didn't have social school number. I didn't have driver's license. Oh, I was still driving car. Sure. I was like,
I never, I was never stopped by police in three years. And, and then I came back to Ukraine.
And then I managed to come back to United States. And so I wanted to share this story with people to kind of like show them that if they have the passion, if they have desire to create something by their for themselves and for their family, they can do it. It's so possible. And so I want to show kind of demonstrated by my own example. I know it's nuts coming from Ukraine spending some time literally living on the edge of, you know, I don't want to use a D where deportation.
But you, you are now in South Beach. I have feeling in a podcast with me, hustling, I use the word hustling, is it's real? It's also hustling e-commerce, educating. You're not, you're, and I use a word, the other word, educating because this is what this is about. It's educating. And that's something that I've raised on for for me and what I continue to do for for for you and, and
“verse vice versa. So, how can people find you? Do you have a dot com like besides your Instagram?”
Like, I want people to know like you're, you're reachable right after this podcast. How can you find folks find you? Ecommerce, scaling secrets dot com. Ecommerce, scaling secrets dot com. I love the name is straight to the point has like a moody fight club title. It's, it's a long man. Like, it's a long name. But it's okay. You're, you're going to filter out the idiots that are not, they're too lazy to type it out. If you can get through the dot com, you've already been
through the first funnel. It's like, I was considering, I was considering buying ecommerce dot com. That would be awesome. But the guy who got it, got it like 10 or 20 years ago. And like he,
he wants like 10 million dollars or something for them. Yeah. For that domain. I'm like,
Ecommerce dot com. It's for sale. And you only wants 10. It's a, it's not for sale. He's kind of like he's playing like, you know, because, you know, he's playing this lady who was like hard to get.
“Oh, sorry. I don't know. Yeah, I think that's why I was going to hustle and”
then they'll probe do something like, I make maybe 5k off of this. Maybe I don't know. But I know I know I'm on for a smarter, smarter strategy, my friend. Thanks to you, Alex. This concludes yet another episode of the Legacy Maker's podcast for Insight's Access. I'm sorry for all the editing. I'm Regateeers.
