Integrating Retail & eCom with Rishi Narayan of Underground Printing


Rishi Narayan, the founder of Underground Printing jumped onto The eCom Ops Podcast to share his knowledge and experience in eCommerce operations. You can learn more about Rishi and his business here:

Selling On:

  • Shopify
  • Amazon
  • Ebay
  • Etsy
  • Wallmart

Tools/Resources Mentioned:

Key Takeaways:

Rishi’s journey into eCommerce…

Rishi and his co-founders grew up and also went to college together and studied engineering. However, they weren’t really that into engineering so ended up “slinging t-shirts in their spare time” driving around to wherever their customers were. They started making t-shirts for student groups, organizations, and small businesses on campus. At that time there was no such thing as eCommerce you would have to hustle to sell t-shirts in real life! They stuck with it during college and began opening retail locations on campus’ throughout the US. They realized that they had to better their job in increasing customer experience, and so they began selling single shirts instead of just bulk orders.  Because they had a great customer experience with their in-person retail stores they later moved into eCommerce and selling T-shirts online and then it has just kept expanded up to today.

More sales from online or offline sources?

Rishi actually doesn’t track the difference between online and offline sales as the two are supposed to synergize with each other. In Rishi’s eyes, retail and eCommerce are one and the same.

Future plans for Underground Printing

Rishi had plans to grow the business before Covid-19 hit but then he states that “it’s not all about the business plan that will help your business grow, it’s all about your business adaptability.” Especially right now… businesses are having to learn how to sell using video conferencing tools or via video chats. Every business wants to grow, but right now, Rishi states that the question you should be asking yourself is: “Are we set up to survive? And can you be ok with no growth?”

Does automation play a big part in Underground Printing eCom operation?

Kind of, Rishi is automating a lot from a marketing standpoint, they are currently talking their customers through the process of their orders. Automation plays a huge part in the transaction process but Rishi is also trying to streamline his tech stack and useless applications.

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