Ugly Duck Clothing Co. hired Holistic E-Commerce Solutions to list and optimize their products on multiple marketplaces including Amazon, Ebay, Fruugo, and Etsy. Holistic E-Commerce Solutions bulk listed thousands of hoodies, leotards, and other items. They optimized listings and implemented SEO strategies to increase search visibility and rankings. Their efforts led to growing sales over time. However, the Covid-19 pandemic negatively impacted sales in 2020, ultimately leading the client to pause their e-commerce business temporarily.

1. Ugly Duck Clothing Co. Ltd
HOLISTIC E-COMMERCE SOLUTION
CLIENT(S):
Hiring Manager: Richard Gates,
Director/ CEO of Ugly Duck Clothing Co.
Amazon
Ebay
Fruugo
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2. Ugly Duck Clothing, a UK Based company, was
searching for an e-commerce assistant who can
help them upload products on the Amazon
marketplaces at the beginning. We were able to
help them with that. Later on, we started
working with them closely for other e-commerce
needs. These include managing the Ebay store,
Amazon and helping with Fruggo.
PROJECT OVERVIEW

3. What We Did For Them?
✓Amazon: - Bulk Listing (30,000 SKUs – Men’s & Women’s tees and hoodies;
approx. 500 SKUs Gymnastic Leotards;), Amazon Listing Optimization and Basic
SEO.
✓Ebay: - Full Management of Ebay Account (Ebay Bulk Upload 10,000 SKUs –
Hoodies, Leotards, & Snood /Buffs/face scarf), Ebay SEO & Listing optimization,
Ebay Storefront Design, Ebay Products Template Design, Ebay Technical Support,
Ebay Product Promotion & Campaign Management
✓Fruugo: - Bulk Listing (10,000 SKUs – Hoodies, Leotards, & Snood /Buffs/face
scarf), Basic Listing SEO (title and bullet Optimization)
✓Etsy: - Product Listings (70 Leotards), Etsy SEO & Listing Optimization
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4. AMAZON PROJECT OVERVIEW
❑ We listed over 30000 SKUs on Amazon Store using Bulk Option where the products were mainly
Hoodies and t-shirts).
❑ We Did Basic Listing Optimization on Amazon and later on implemented SEO (title, bullets,
descriptions, attributes, and search terms Optimization) for Hoodies.
❑ Later on, we listed approximately 80 Leotards on Amazon. We optimized them and implemented
SEO to increase search visibility.
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5. EBAY PROJECT OVERVIEW
❑ We listed over 1000 Hoodies (300000 SKUs) on Ebay, approx. 100 Leotards (1000 variations)
and 100 more Snood /Buffs on Ebay.
❑ We optimized the listings and implemented Ebay SEO to rank our listings on Ebay’s first page.
We developed our product page meticulously. Later on, We created an Ebay Listing template to
link our listings with one another.
❑Finally we design our Ebay store and give it a professional touch to make is more user-friendly.
We improved its navigation system to make our products easily searchable by categories.
❑We increased listing and selling limits on Ebay and deleted unsold items for the last 3 years to
tidy up and create spaces for new products. We resolved technical issues related to our Ebay
Accounts and products.
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6. ETSY PROJECT OVERVIEW
❑ We helped the client to open a store on Etsy Marketplace as we had the Etsy-friendly product
category. That means we started our journey to a new marketplace and launched our products
there.
❑On Etsy, we uploaded Leotards only. As Etsy had no Bulk system in 2019, we manually uploaded
80 products (approx. 600 variations) on Etsy.
❑We implemented an advanced level of Etsy SEO to ensure the ranking on Etsy Homepage. We
optimized titles, bullets, and descriptions and used keywords based strategy.
❑ We were continuously falling behind our competitors in relevant keywords. So, we continuously
worked with relevant keywords like “gymnastics leotard, ballet leotard, dance outfit, etc.” and
eventually confirmed a stable position on the Etsy Search engine.
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7. FRUUGO PROJECT OVERVIEW
❑ Just like ebay, we listed over 1000 Hoodies (300000 SKUs), and approx. 100 Leotards (1000
variations on Fruugo marketplace.
❑ We optimized the listings and implemented Fruugo SEO to rank our listings on Fruugo
Marketplace. We created SEO-friendly product descriptions and used the bulk method to upload
them on Fruugo.
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8. Work History & Outcome (Amazon)
Amazon: Ugly Duck Clothing was selling its products on Amazon with a different name. They sold only T-
shirts there. When we were assigned the responsibility to upload 2 CSV files of thousands of hoodies,
we noticed many violations on the Amazon store. Although they were selling products since 2012 on
Amazon, the copyright issue happening since 2018. So, there’s a risk of account deactivation on
Amazon. Eventually, it happened there after we upload the 1000 new designs of Hoodies & snoods. So,
we had to restart Amazon with a new store named “UD G……cs). We only uploaded the Leotards and
Hoodies there. We created variation listings for each item and implemented Basic SEO to increase
search visibility.
It was hard to get sales at the beginning as ranking was a critical issue in common search terms.
Besides the competitors listings had hundreds of positive reviews. So, we run 2 PPC campaigns to have
a bunch of sales. Later on, the client requested us to focus on other marketplaces as they were
unhappy with the situation that happened with the first Amazon Store.
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9. Work History & Outcome (Ebay)
Ugly Duck Clothing was selling on Ebay since 2016. They had only T Shirts listed there. But they had thousands of
unsold items. We immediately informed the facts to the clients. Besides, they had no limits left to uploading any new
SKUs.
Considering the account states, we created an action plan for Ebay. As Ebay had some copyright issues too, we
suggested the client remove all unsold items for the last 16 months. Because they were not letting us upload any
new products because of the Ebay selling limit policy. We increased the ebay limits in two ways. 1. Deleting the
unsold items, 2. contacting the ebay support team.
After handling the Ebay selling limit issues, we started fine-tuning the existing active items (t-shirts). We updated all
the active t-shirt listings using bulk methods. As there, were thousands of t-shirts, we had thorough research to
insert relevant keywords on titles and product descriptions.
After that we listed 1000 new designs of hoodies and snoods with SEO-optimized titles and product descriptions.
We had been able to rank on Ebay Search engine for several relevant keywords like kid’s hoodie, men’s hoodie etc.
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10. Work History & Outcome (Ebay)
After working with 1000 Hoodies, we were assigned responsibilities to launch brand new
gymnastics leotards on Ebay.
Launching Leotards on Ebay was challenging as we had many powerful competitors who are
selling thousands of Leotards each month. So, we listed the Gymnastic Leotards and did Ebay
SEO for them. But we were not getting the expected outcome. So, we made an action plan for
Leotards only.
We designed an ebay listing template for Gymnastic Leotards alone. We created Html and
JavaScript-based templates to input more relevant keywords into the product page. We injected
keywords into our listing, used anchor, optimized images with alt, and created div sections to
make the page user-friendly. Our responsive template helped us to link our other products under
the “Featured/suggested products” section. Finally, we link the listings to our Brand Store.
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11. Work History & Outcome (Ebay)
Within a few days, we start getting sales and we had many leotards on Ebay Top pages. We were
continuously developing the Ebay Listings to firm our position in relevant search terms such as
“Gymnastic Leotards, Ballet Outfit, Dance Outfit, Ballet Dancewear, etc.” Eventually, good ranks
helped us get sales more and more.
Thenceforth, clients planned to launch Snood /Buffs/head scarf/ Snoods and Buffs. We listed
several types of Snoods and buffs. We did the aforementioned things, done with leotards. We had
been able to grow our sales within the shortest possible of time. It took only 10 days to start
getting sales in those categories. We had a huge amount of sales of sports-related Snoods/
Buffs.
Our sales grew eventually on other newly launched products including Gymnastic Leotards, and
hoodies too. That was a difficult journey at the beginning. But we eventually got success.
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12. Work History & Outcome (Fruugo)
Ugly Duck Clothing was selling products on Fruugo since 2017. Like Ebay and Amazon, they were selling
T-Shirts. So, we helped them with the plan to sell hoodies, snoods, and Leotards on that marketplace.
According to the client’s request, we figured out how to create a bulk sheet and optimize that to list
products on Fruugo. Like other marketplaces, Fruugo has some rules too.
We studied Fruugo and then created a bulk sheet to list 1000 Designs of products. We optimized them
in a similar way we did for Ebay as they work exactly the similar way. So, we didn’t have to face many
hurdles for this.
Consequently, we optimized Leotards listings, Implemented SEO for them. It didn’t take so long to grow
our business on Fruugo. We started getting sales and ranks on Fruugo within a week. That was a very
quick turnover we didn’t expect. Richard Sir was very happy and optimistic about that.
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13. Work History & Outcome (Etsy)
Unlike Amazon and eBay Etsy doesn’t sell all types of products. It has different policies and rules to
conduct business there.
When were working with Amazon, eBay, and Fruugo, we motivated our client to open an store on Etsy.
So, Richard sir opened an account and suggested that we would work with Leotards only.
So, it was a very different game compared to the other marketplaces we did. Because Etsy is a very
different search engine. The ranking system doesn’t work like Amazon or Ebay. We used extensive
keyword research to rank our products on Etsy. We used keyword stuffing methods to stable our
position on the Etsy search engine.
After optimizing the listings on Etsy, we started getting ranks on relevant keywords. Within a few weeks,
we got our products on Etsy featured pages of similar categories. That was a huge boost for our store.
These rankings helped us get a lot of sales at the same time.
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14. Case Studies
Ebay Project Case Study: -
Amazon & Fruugo Case Study: -
Etsy Project Case Study: -
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15. Unexpected Part
We were doing pretty well. The sales were growing day by day. We had thousands of dollars of
sales each month from Ebay and Fruugo Marketplaces whereas Etsy started to show its growth.
In 2020, July whenever we thought of focusing on Amazon to survive and make a stable position,
Covid 19 made everything down. We started to notice a fall in sales on all marketplaces. It was
very hard to continue working with the client as he wasn’t getting enough sales. The massive
reason was the economic fall of the UK. Covid 19 was a massive problem for every business at
that time. So, it was a very tough decision to continue business there on Amazon, Ebay, Fruugo
and Etsy marketplaces.
Our client, Richard Gates, was thinking of taking a break from those marketplaces and restarting
the business after a few months. But that didn’t happen. So, he switched the business model
later on and shut down the store on all marketplaces.
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16. Unexpected Part
So, our collaboration ended On December 2020. We really had a very good time with Richard
Gates. He was more than a client to us.
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17. Testimonials
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