Today, launching an online store takes just a few hours. But without proper marketing, it will remain invisible among millions of similar platforms. Marketing is what helps a new brand introduce itself, build trust with customers, tell its story, and most importantly - turn a casual visitor into a loyal buyer.
E-commerce is unique in that you can't touch or feel the product. The entire sales process relies on content, visual perception, reviews, and emotions. That's why knowing how to market yourself in the e-commerce context isn't just a useful skill - it's essential for survival and growth. And let's be honest: it can get expensive. In many cases, the marketing costs exceed expected profits, especially at the beginning. But as we know, creative minds drive the economy forward. And today, we want to introduce you to one of them.
Ilia Klimkov is a young entrepreneur from San Diego, California. He entered the e-commerce scene in 2023 by launching OXYFIT, an online store selling respiratory trainers - and soon led it to an impressive profit of nearly a quarter of a million dollars. Without spending a single cent on marketing!
Encouraged by his own success, Ilia Klimkov launched a new project in 2024 alongside OXYFIT - a brand selling anti-cellulite massagers called VAOVAC. This venture also turned out to be profitable with minimal expenses. In fact, both projects continue to thrive today, attracting customers not only from the U.S. but also from Europe. So how did he do it?
We sat down with Ilia Klimkov to discuss this and more. We hope the unique insights from this successful California-based entrepreneur - who is happy to share his expertise with aspiring business owners - will help your own e-commerce journey.
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Ilia, before we dive into the details of your business, let's get to know you a little better. You studied law, and now you're building e-commerce brands from scratch. Why the switch?
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I've been fascinated by brands since childhood and always dreamed of creating something unique. I was curious about how businesses work, what makes a product popular, why some companies soar while others fade away.
When I discovered Shopify (a dedicated e-commerce platform that provides tools for launching and managing online stores - Ed.), I was hooked on the idea that you could build a brand from scratch and bring it to market without a huge investment. I began studying marketing, advertising, and customer behavior - and realized that this was what I truly wanted to do.
What do you enjoy most about e-commerce?
- The lack of limits! You can test any idea, quickly see results, and know whether a product works or not. E-commerce is pure entrepreneurial freedom! Today, I build brands that don't just sell products - they solve customer problems and deliver real value. It's exciting, it's challenging, and it's a way to create something truly meaningful.
Tell us about how you launched OXYFIT. That was your first brand, right?
- Yes, OXYFIT was my first brand, launched in 2023. Back then, I was just beginning to explore the Shopify platform and learning about e-commerce from scratch.
I found a unique product - a respiratory trainer that helps increase lung capacity and boost endurance - and started diving into social media. I analyzed trends and tried to understand what really grabs people's attention. I experimented with different content formats, posted tons of videos, and tested multiple approaches until I found a formula that worked.
What was that formula?
- One of my videos went viral and hit 5 million views. It was 100% organic traffic - I didn't spend a single dollar on advertising. That moment gave a huge push to my sales, and the store began growing rapidly. I kept learning new marketing strategies and eventually started exploring Google Ads and Meta Ads. I added new products, expanded the catalog, and today OXYFIT is a full-fledged sports device brand that breaks monthly sales records. Among all the stores selling this product, mine became the top seller and the original source of the respiratory trainer trend.
Did you use the same approach to launch VAOVAC?
- Exactly. I launched VAOVAC in July 2024.
Still, what is this winning formula you mentioned?
- First and foremost, narrow your niche. Don't go for something broad like "clothing" or "home goods." Be specific - say "respiratory trainers" or "anti-cellulite massagers." The more defined the niche, the easier it is to stand out on a tight budget.
Okay, but how do you promote a product without money?
- There are plenty of free ways to generate organic traffic. They just require time and consistency. Create short videos featuring your product, test trends, and use hashtags.
Write clear headlines and descriptions. Create mini-blogs on your site so Google can index your content. For example, if you're selling organic candles, publish an article like "How to Choose a Natural Candle for Your Home" and optimize it with relevant keywords.
Don't overlook partnerships: reach out to micro-influencers on Instagram and offer your product in exchange for a review. Or propose a barter deal. Many will agree, especially if the product is interesting. Also, be active in social media groups and forums - don't spam, but share helpful info and subtly insert links to your store.
What about content marketing? How can you manage it on a tight budget for designers or copywriters?
- Use what you have - the product itself. Shoot content right on your smartphone: photos, videos, packaging, customer reviews, unboxings. In the beginning, use AI to generate text, but always refine it manually. The key is consistency. Post every day, don't be afraid to look amateurish - at the start, that actually builds trust.
How important is email marketing when you're working with no budget?
- It's absolutely essential. Shopify lets you collect emails through sign-up forms, pop-ups, and during checkout. Even if you have just three visitors a day, collect those emails! Email campaigns are a free way to drive repeat sales. Set up a simple three-email sequence: a welcome message, a brand story, and a discount offer. Many people ignore email, thinking it's outdated - but it still has one of the best tools in marketing.
Today, you're not just a successful entrepreneur - you're a true brand builder.
- Yes, through trial and error over the past few years, I've gained enough expertise to help others build and grow their Shopify e-commerce businesses (laughs). I handle the full cycle - from product selection and branding to marketing strategies and process automation. My stores generate steady sales, and the strategies I develop allow businesses to scale and expand into new markets.
What's the hardest part about running a Shopify store on a tightbudget?
- Discipline and patience. Without ads, results don't come instantly. You need to test dozens of ideas, learn constantly, and do everything manually. But you gain real, hands-on business experience - and once the money starts flowing, you'll know exactly how to scale.
What would you say to someone who's afraid to start because they don't have the funds?
- Don't be afraid. Now is the best time to jump into e-commerce. Shopify has simplified the tech side, AI helps with content creation, and social media gives you a shot at organic reach. The key is to start. You have no idea how many people are ready to buy from you - if you offer something truly interesting!
