Transforming a little girl’s dream into a top performing e-commerce

Introduction

Growing up in a household with strict dietary rules, I was educated on the importance of healthy eating from an early age. My pantry was devoid of processed snacks like Nutella and Coca-Cola, replaced instead by dried fruits and nuts. While some may have found this restrictive, I embraced it as a lifestyle that was fun and rewarding. A memorable aspect of my childhood was consuming fish oil, taken from a spoon each morning. This practice may have made me somewhat odorous, but it was a small price to pay for health.

At 12, I asked my father why supermarkets had unhealthy options that required careful selection. He informed me that although there were stores dedicated to healthy products, they were scarce compared to those filled with unhealthy options. This spurred me to make a promise: one day, I would open a supermarket where customers could find only healthy products without the need for advice from a nutritionist.

By 18, I focused my studies on entrepreneurship, aiming to fulfill my childhood dream. During my final year at school, I wrote a business plan for “Kazidomi,” my envisioned healthy supermarket. My thesis received mixed reviews from professors, but I was determined to turn the concept into reality. At 23, I launched Kazidomi, not as a supermarket but as an e-commerce platform. My motivation was fueled by a passion for helping others lead healthier lives rather than the potential for profit.

Kazidomi was created in response to two significant societal issues: the increasing consumption of ultra-processed food leading to health problems like obesity and diabetes, and the rising CO2 emissions from food consumption. However, the organic food market faces hurdles, notably its higher prices—often 20% to 50% more than conventional products. The challenge was compounded by the confusion created by greenwashing, where consumers struggle to differentiate between genuinely healthy products and misleading labels.

To address these issues, I built a strong product selection for Kazidomi, curating around 4,000 healthy products, including cosmetics and household cleaning items. To make healthy products more affordable, I implemented a membership model that offers customers discounts of 20% to 50%. This business model helps customers save an average of 300 euros per year, allowing them to access healthy products at prices comparable to supermarkets.

Starting with no expertise in retail or logistics, I taught myself the basics of website development. Realizing that coding was taking too long, I turned to e-commerce platforms like Shopify and preashop, which allowed me to set up the site with relative ease. Product acquisition was another hurdle; I needed to work with distributors to secure essential brands, which turned out to be easier than expected. My first meetings with potential distributors were filled with anxiety, but I left with agreements to carry their products.

Selecting the right warehouse at first was crucial, leading me through several moves as our inventory needs changed and grew. Ultimately, I decided to outsource logistics to a third-party company, allowing the team to concentrate on the core business of e-commerce. Over time, Kazidomi's growth placed us in a position where we needed to reevaluate our strategies as market conditions shifted post-COVID-19 and with rising inflation.

In response to our growth slowing in 2022, I recognized two paths forward: improving our operations for efficiency and exploring offline retail opportunities, such as partnerships with local stores. Additionally, we acquired an existing French company called “B Natural,” focusing on natural baby products, diversifying our offerings and increasing our market presence.

Today, Kazidomi is thriving, building a community of engaged customers who enjoy our selection of healthy products at affordable prices. We prioritize customer satisfaction and the importance of listening to feedback, which is critical to retaining our loyal client base.

Through this journey, I have learned vital lessons about entrepreneurship, particularly the significance of having a clear "why," effective team management, the strength in partnerships, and the constant need to adapt to challenges. My entrepreneurial path has reinforced my belief in the power of resilience, creativity, and authentic community engagement.

Keywords

• Kazidomi
• E-commerce
• Healthy eating
• Organic products
• Membership model
• Community engagement
• Customer satisfaction
• Operational efficiency
• Product selection
• Entrepreneurship

FAQ

1. What inspired the creation of Kazidomi?
Kazidomi was inspired by a childhood dream to create a store focused exclusively on healthy products, eliminating the confusion surrounding product selection in conventional supermarkets.

2. How does the Kazidomi membership model work?
Kazidomi operates on a membership model that grants customers access to discounts ranging from 20% to 50%, making healthy products more affordable.

3. What types of products does Kazidomi offer?
Kazidomi features a curated selection of around 4,000 products, including food, cosmetics, and cleaning items, all focused on health and sustainability.

4. How did Kazidomi adapt to changing market conditions?
Kazidomi focused on improving operational efficiency, exploring offline retail partnerships, and diversifying its offerings by acquiring complementary brands.

5. What key lessons have been learned from the entrepreneurial journey?
Key lessons include the importance of having a clear purpose, managing a diverse team, fostering effective partnerships, and continuously adapting to challenges.