Refusing to be listed on Amazon, this juicer sells millions of units a year

How did a small juicer achieve sales of one million units a year by relying solely on its own website without being listed on Amazon?

BlendJet juicers sell one million units per year

The juicer mentioned above is called BlendJet, a brand from the United States.

It is understood that the main customers of BlendJet portable juicer are the younger generation of shoppers. With the spread of healthy living and diet concepts, they hope to use fruits and vegetables to make "healthy smoothies" to supplement their meals or as a supplement after exercise. BlendJet portable juicer can mix, crush and juice a variety of ingredients (such as vegetables), meeting the needs of young people for healthy diet.

(Image source: BlendJet.com )

"It's a portable juicer, and our customers are very diverse and it's very appealing to anyone," said Ryan Pamplin, founder of the BlendJet brand. In addition, BlendJet also sells ready-to-use JetPack meal kits and recipes that can be carried with you, so you can keep a healthy diet even on the go.

According to its official website, the BlendJet juicer is compact and lightweight, very portable and can be easily put in a bag. The juicer itself can also be used as a cup, so no additional container is needed for drinking. This juicer is rechargeable and can be used 15 times after a single charge. It also has a self-cleaning function, so it is very suitable for use when going out or traveling .

It is understood that in 2018, founder Pamplin worked with others to launch the BlendJet juicer, and the first batch of 7,000 units sold out in three weeks. Three years later, in 2021, BlendJet's sales on independent sites alone reached one million units . Although sales were not announced, Pamplin said that its BlendJets juicers cost about $50 each .

" BlendJet sales increased by more than 50% year-over-year in 2021 , and we expect the same level of growth to continue in 2022," said Pamplin.

Pamplin said that the reason why the brand can attract a large number of consumers is not only because of the excellent performance of the product itself, but also because of the good shopping experience provided by the independent website. At the same time, its website can provide multiple payment methods. According to the company's survey results, providing one more payment method will increase the number of customers on its website by 15% and increase the conversion rate of the entire store by nearly 1% .

BlendJet offers two one-click quick checkout options: Amazon Pay and PayPal. Through PayPal, customers can also pay with credit cards and "buy now, pay later" services. Users can even pay with cryptocurrency.

Focus on vertical category products, one-third of sales come from repeat customers

BlendJet It focuses on building long-term relationships with customers . In addition to the store's popular juicers, it also provides insulation covers, juicer portable protective covers, various milkshakes, solid drinks, meal kit recipes and other accessories and peripheral products on its official website to increase customer stickiness and improve their repeat purchase rate .

(Image source: BlendJet.com )

According to detailed sales information on the BlendJet website , one-third of BlendJet's online sales come from repeat customers, who purchase products including BlendJets, JetPack meal kits, cookbooks and other accessories.

In Pamplin's view, BlendJet's relationship with customers is not a one-time transaction. He wants to build a long-term relationship with customers. "I don't want a one-time transactional relationship," he said.

In 2019 , BlendJet launched the JetPack meal kit, which customers can mix with other ingredients when using the BlendJet. In 2020, BlendJet offered the BlendJet 2 on its website, a more powerful and versatile model that is 33% larger than the original BlendJet to meet the needs of different users.

In 2021 , BlendJet released six new protein smoothie combos and more colors for its machines. This year, the brand plans to launch new accessories and a higher-end BlendJet 2 model.

Since 2018, BlendJet has seen its website average order value (AOV) increase by nearly $10 per year as it expands its accessory offerings .

BlendJet also surveys customers for feedback, covering topics such as how they found BlendJet and what payment methods they prefer.

Results from customer surveys show that the typical BlendJets customer uses their BlendJets twice a day , compared to traditional juicers, which are used less than three times a month. Additionally, 70% of respondents who purchased a BlendJets in the fourth quarter of 2021 gave it as a gift .

This means that BlendJets has strong customer loyalty and a high repurchase rate, and has achieved user self-propagation.

Mainly sell on independent sites, refuse to list on Amazon

By checking its official website, we can find that the BlendJets juicer has nearly 30,000 reviews, with a total star rating of 5 stars. The main points that attract buyers to this product are convenience, multiple functions, low noise, and easy cleaning. The complaints are that the usage time of a single charge is short and the blade of the machine is not sharp enough .

Regarding its sales channels, BlendJet is different from other brand sellers. The brand's online sales channels are mainly based on its own independent website BlendJet.com. It is cautious about diverting online traffic to other retailers' websites and refuses to be listed on Amazon .

" I don't want to compete on a marketplace like Amazon with sellers trying to copy me and infringe on my intellectual property," he said. In addition, based on the concept of building long-term relationships with customers, BlendJet chose to focus on its own channels . " I like to have this customer relationship and keep the customer's lifetime value rising. I don't know what the upper limit of their lifetime value is because my customers keep coming back (to buy) again and again."

If BlendJet enters Amazon, the traffic of BlendJet’s store on Amazon may exceed that of BlendJet’s independent website, which will cause BlendJet to lose control of traffic and customer information .

In this regard, Pamplin said that the brand's online DTC business provides the company with most of its sales revenue. Considering the control of online traffic, it will not choose to list products on large retail e-commerce platforms at present, but will cooperate with large retailers such as Target and Walmart through in-store sales.

By placing sales points in physical stores of well-known retailers, brand awareness can be quickly increased, which will also attract more traffic to its website for purchase . Retailers will provide consumers with product inventory in real time, and consumers can also check which retail stores have goods from BlendJet.com.

However, giving up large online platforms also means giving up a large number of traffic channels. For this reason, BlendJet has invested a lot of advertising on social platforms to promote its brand.

Belardi Wong , president of consulting and marketing firm, said that as the cost of marketing on traffic-generating sites such as Google continues to rise, DTC brands must activate all sales channels, including by leveraging third-party physical and online retailers for sales. Pamplin allows other retailers to sell its branded products in physical stores, which will be a way for the brand to stand out in the competitive DTC market.

Independent website

Portable Juicer

Amazon