Tool Smith Direct



All Trade Tools, LLC. is a B2B tool manufacturer that wanted to find a way to sell direct to consumers without compromising their B2B distributor relationships. All Trade hired me on as their Director of eCommerce to help them build out an entirely new division of their business.  They started playing around with the idea of selling DTC by taking returned products, refurbishing them and selling them on ebay.


When I joined All Trade Tools I spent the first 30 days learning their business and doing a full audit of their eCommerce business.  This included auditing their site, ebay store, inventory system, fulfillment process, shipping logic, customer service process and online marketing.  I then developed a comprehensive eCommerce marketing plan to expand across multi-channel marketplaces and websites.  We rebuilt on Magento to improve the user experience, capabilities and create a scalable platform that could meet the growing business needs.  We then implemented ChannelAdvisor, a multi-channel product/order management system which allowed us to scales our sales across amazon, ebay, rakuten and newegg within a few months.  I also focused our efforts on SEO, SEM, CSE, email marketing which increase sales by over $1M in less than a year.  We also worked on completely rebuilding their order fulfillment and shipping process which resulted in an 80% lower cost of fulfillment.

Derrick Chan