Leveraging Freelancers for Hypergrowth with Storetasker’s Charlie Fogarty

January 5, 2022
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If the past two years have taught us anything, it’s that ecommerce is here to stay and also highly competitive. To stand out, ecommerce brands have to constantly update their Shopify sites to reflect the consumer’s ever changing needs and values. But, that requires time, resources, and talented Shopify developers. We chatted with Storetasker Cofounder Charlie Fogarty about their top talent network of Shopify developers, how brands can better leverage freelancers, and his take on performance analytics.

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Leveraging Freelancers for Hypergrowth with Storetasker’s Charlie Fogarty 

If the past two years have taught us anything, it’s that ecommerce is here to stay and also highly competitive. To stand out, ecommerce brands have to constantly update their Shopify sites to reflect the consumer’s ever changing needs and values. But, that requires time, resources, and talented Shopify developers.  

Most emerging brands don’t have the funds to hire a full-time developer or a high-end agency. They’re looking for reliable, skilled freelancers, who can commit to ongoing work and know the ins and outs of Shopify. Whether it’s building out a custom quiz, making a few theme edits, or customizing a product page, that’s where Storetasker comes in. 

Since acquiring the integrated marketplace about two years ago, Charlie Fogarty and his team have built a network of skilled, trusted Shopify experts and the technology to streamline the process of matching freelancers and Shopify-native brands. In our recent conversation, we chatted with Charlie about Storetasker’s network of top talent, business model, and take on performance analytics. 

Shopify Experts: Finding The Best of The Best

As a prior freelancer, Charlie understands firsthand the challenges of independent entrepreneurs—chasing leads, settling billing issues, working with difficult clients, and managing the peaks and troughs of a business. 

And, having parents who ran an ecommerce business themselves, he knows the difficulties on the brand side. His parents’ number one headache always had nothing to do with the business itself. It was finding a talented developer.

Storetasker handles the hardest part of the whole process: finding high-quality talent. Publicly, they say their acceptance rate for ecommerce experts is 5%, but in reality, it’s closer to 2-3%. 

When the Storetasker team interviews experts, they look for technical expertise. That’s a given. And then, they look for soft skills—client service, project management, organization, and communication. 

They ask applicants: 
  1. How many years have you been a freelancer? 
  2. How long have you been working on Shopify projects? 
  3. Can you tell us about a time a client wasn’t 100% happy and how you handled it? 

Over the years, they’ve refined their process, nailing down the right questions to ask and implementing asynchronous interviewing. 

Storetasker has a strong onboarding process to bring experts into the community and help them get started. Plus, they stay close to their devs throughout the entire project lifecycle, ensuring they’re successful and clients have a positive experience with the platform.

“We find talented developers who are going to be there week after week and month after month for anything that ranges from $100 to $15,000.”

Storetasker’s Niche: Ongoing Work

More than 30,000 brands—Ordinary Habit, Chubbies, JUDY, Native, and Fellow, to name a few—use Storetasker. They range from pre-launch to over $100 million in revenue. And, Storetasker actually works with tons of high-end agencies too. 

Hiring an in-house developer is costly. And because of services like Storetasker, Charlie sees more and more brands push that full-time developer hire until later in their lifecycle.

But, Storetasker also partners with brands who have full-time developers on staff. For example, Storetasker compliments Boll & Branch’s developer team in a flexible way where they can scale up or scale down as needed.  

All Shopify sites require ongoing work—week after week, month after month updates—and that calls for a specific type of freelancer. Storetasker projects range from Shopify theme updates to launching in-cart upsells.

Name any Shopify project, and a Storetasker expert can do it. 

Shopify is Storetasker’s bread and butter. But, more and more experts are working on Shopify-adjacent projects—setting up analytics infrastructure, creating Klaviyo emails, building out headless commerce solutions, and working on supply chain and 3PL integrations. 

Overall, the value lies in cost saving as well as access to a whole network of expertise.

“You get the best of both worlds from a flexibility and cost savings perspective. Plus, you get access to a great pool of talent and expertise.” 

Driving High-Growth Roadmaps

Understanding data and KPIs is incredibly important in order to be successful in any business. But, it’s especially true for any ecommerce business. 

Storetasker experts mostly look at high-level metrics—conversion rate, average order value, LTV, and repeat order rate—to measure success. 

Sometimes projects are driven by hard metrics, such as improving site speed to drive 15% more conversions. Or, sometimes a site update is just a site update.

But, with tools like Tydo, brands can get an even clearer picture of Storetasker’s impact on their business—specifically by looking at conversion, repeat customer, add to cart, and abandoned cart rates with Tydo’s Report Cards.

“At the end of the day, it’s on the brand to think about what metrics matter most to them. Those key metrics will help them know where to invest and how to drive forward a successful roadmap.”

The Market Opportunity for Ecommerce Experts

Over time, the Shopify ecosystem has matured, in terms of the depth of talent. “There are some incredibly talented people moving into the Shopify space,” says Charlie. 

The volume of talented developers entering the ecosystem paired with Shopify’s capabilities all reinforce each other. The opportunity is there. 

Today, some of the largest ecommerce brands are built on Shopify. They’re using the Shopify API. They’re implementing custom apps. And they’re going headless. Shopify isn’t going anywhere anytime soon. 

What’s most exciting is the economic opportunity for developers and creators. 

Some Storetasker developers make $200K+ a year. One particular developer has made $320K in the last year. And, that number is only growing. 

“There’s a huge economic opportunity. It’s increased in part because of Storetasker but also because of the general trend and explosion of ecommerce.”

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