The 3-year-old Australian Gifts and Homeware E-commerce Store That Sold on Flippa for $60,000 USD

The Company

Bliss-gifts-homewares.com.au was founded in 2016 by Melissa Stone, a passionate entrepreneur based in Australia. 

The e-commerce business provides on-trend quality homewares at affordable prices, its products sourced and designed by Australian Suppliers but largely made and imported from China. 

“Retail and importing is my passion,” Melissa says. “I have lived and breathed it my entire life, being the third generation in my family. It was a natural progression for me to branch out and develop my own team and style to break into the online sector.”

In 2017, Bliss Gifts’s online momentum began to flourish at a steady pace, experiencing a leap in its online growth in 2021 following the New South Wales (NSW) Bushfire Crisis and pandemic. 

Quickly, the e-commerce store outgrew its small shop front and transitioned to operating out of a warehouse that is almost exclusively online. 

At the time when the business was owner-operated, Melissa was working 1 day per week with a team of 6 part-time employees who managed and operated the business while fulfilling all duties. 

“This business has grown leaps and bounds in an increasingly high growth area of the retail online sector and industry that is still developing and yet to reach its peak,” Melissa says. “We have performed incredibly well with the solid foundation we built our processes and procedures.”

The Appeal

Bliss generates a net monthly profit of $3,360 USD through the Shopify platform. The site brings in 81,074 page views per month with 14,266 unique visitors. 

At the time of sale, the business had a total of 3,800 Facebook followers, 4,200 Instagram followers, with an average monthly audience of 32,6000 on Pinterest.

Additionally, Bliss has a strong email list of 14,000 followers, with a 3.63% conversion rate for email and an excellent Google rating of 289 five-star reviews.

Following the success of its online growth in 2020, Bliss Gifts has had many achievements. It was recognized by Google Australia for its online business success, nominated amongst the Australian retail giants in the Power retail Big Bash All-Star awards, and a finalist in the Emerging Online Retailer of the year Category for 2021. 

Additionally, Melissa was featured in a mini-documentary that aired on International Women’s Day for an event run by Business Chicks Australia. 

The Selling Journey

In October 2021, Bliss Gifts was listed on Flippa as part of a targeted buyer email outreach sent to buyers in Australia. 

“I believe the business is at an opportunity to streamline and scale for further growth and success,” Melissa says.

Due to health issues, she is now looking in a new direction and chapter in her life.

On the same day the e-commerce store was listed, a buyer named Nirmal Pandya based in Melbourne, Australia signed an NDA and began conversing with Melissa. 

Pandya figured that Bliss Gifts would make an excellent addition to his portfolio of e-commerce stores.

After the first signs of lockdown restrictions in Australia were lifted, both parties were able to reach an agreement of $60,000 USD. As part of the due diligence process, Pandya agreed to visit the seller based in Sydney as he was looking to retain the existing team and get things set up with the business.

When it comes to long-term visions for Bliss Gifts, Melissa believes that there’s so much opportunity for growth. 

“I believe the business would perform even better from a buyer who is willing to streamline and scale the business from the model I have started,” she says.

Some areas that have opportunity for growth include: developing websites as a marketplace for wholesale customers, international shipping for marketplace expansion, dropshipping opportunities, social media paid advertising, and growth in profit margins through price increases.

Similar to Melissa’s selling journey, you can learn more about others who have successfully bought and sold their business on Flippa here

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