Oct 20, 2014 Liina Hilkamo
In 2011, after selling Super Strikers to one of Scandinavia’s leading branding agencies, Identity Works, Waldekranz moved on to found Tictail. The company is building a site where anyone can set up an online shop for free. The mission with Tictail was to make it easy for anyone to set up an online shop – even for those who are not too familiar with technology. When the first store in Tictail, By Mutti, opened, the team knew they had succeeded. The owner of the brand, selling porcelain inspired by old school tattoos, was no tech wizard, but Waldekranz’s mom.
Tictail focuses on beautiful user interface and design and has been cited as the “Tumblr of e-commerce”. In the beginning of this year, more than 35,000 businesses were using Tictail to sell their products online. The company has offices in Stockholm and New York and raised $8 million in round A funding this February. Their backers include Venture Capital firms such as Balderton Capital and Thrive Capital.
Our mission is to empower entrepreneurs and help them connect with customers all around the world. In the long term, our mission will take us beyond online stores. Don’t be surprised when we open the first Tictail retail stores and warehouses and create shipping networks.
I’m not exactly sure when it happened but at this point you could live a pretty decent life just out of Tictail stores – basically everything exists. I just bought a Transparent Speaker, which is an awesome product!
I think e-commerce as a feature is quickly becoming commoditised. There are thousands of e-commerce platforms offering roughly the same services with the main differentiator being the price. E-commerce will be much more about how the service helps the merchant to connect with customers – through network effects, advertising, word of mouth, logistics and more. Over the next 5 years I believe the market will consolidate a lot and obviously transit entirely to mobile.
It’s an interesting question, one that I haven’t quite formed a view of yet. I believe the general trend will be that devices, objects and rooms can interact much more with each other – blurring the line of what is what. I believe that the sharing economy will transform how we use a city a lot and that it will have a deep impact on how we can transfer goods globally.
Once stores and people start opening up their unused spaces as temporary micro warehouses and cab drivers and car owners can ship the “last mile” on their way home from work, ordering something online will be much more seamless, with delivery happening on your conditions within 24 hours. Simultaneously, rent for central locations is skyrocketing – forcing brands to adapt to smaller spaces and take more of a showroom approach.
There are so many things you learn every day just by doing something, so the best advice is to just start somewhere. Focus more on putting the wheels into motion than discussing your ideas endlessly at conferences and in meetings.
When we started Super Strikers, we were 18 or 19 years old. We were naive and not afraid to reach out to some really great companies that were way beyond our league but that would still end up being our most important business partners, such as Spotify.
The most common mistake I do is that I lose focus, I try to do too many things at once. It’s a hard balance between a big vision and a broad scope – I constantly try to become better at focus. It is what saves you and your time as an entrepreneur. Of all the mistakes I’ve made the one thing I’ve done right has been to work with people I care about and that are vastly smarter than me.
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