Big Cartel was founded in 2005 with a mission to help artists and small businesses sell their work with ease. What started as a solution for musicians has since evolved into a thriving e-commerce platform that champions creative entrepreneurs.
In this interview, Joey Sweeney, Head of Growth Marketing at Big Cartel, takes us behind the scenes of the company’s journey, its commitment to simplicity and affordability, and how it continues to innovate while staying true to its roots.
Company Origins and Mission
Common Ninja: What inspired the creation of Big Cartel, and how has the company's mission evolved since its founding in 2005?
Joey: Big Cartel was founded in 2005 by Matt Wigham and Eric Turner, with the primary goal of creating a simple and affordable platform designed for artists and creative individuals to easily sell their work online, stemming from Wigham's own experience as a musician wanting to sell his band's merchandise more effectively; the platform was initially focused on music merchandise sales before expanding to encompass a wider range of creative products, making it a popular choice for independent artists, makers, and small businesses looking for a straightforward e-commerce solution.
Common Ninja: As a company that started with a focus on musicians, how did the transition to supporting a broader range of artists and creators come about?
Joey: We started with a focus on musicians because that was a natural fit for our founders — people who were deeply embedded in the music community and understood its unique needs.
But as we grew, we began to see significant overlap between musicians and other types of creators, makers, and small sellers both in the kinds of things they were making — whether it was art, apparel, handmade goods, record collections, and other curated selections of product — and the communities they participated in.
Artists, like musicians, are often part of tight-knit, grassroots communities where creativity and independence are celebrated. They face many of the same challenges: finding tools that are simple, affordable, and effective for showcasing and selling their work without needing a full team or complex tools to run a shop and manage all of the moving parts.
We realized that the ethos of empowering independent creators, sellers, makers, and artists wasn’t limited to music, so we started expanding our platform to serve this broader community while staying true to our roots. The transition felt natural because it wasn’t about shifting focus but rather broadening it to include the wider creative ecosystem. That overlap has helped us foster a diverse group of sellers who inspire each other, and we’re proud to be a part of that.
Platform Features and Differentiation
Common Ninja: Who is Big Cartel’s primary audience today? Are there specific types of creators or businesses that find the platform most valuable?
Joey: Our audience today includes independent artists, musicians, makers, creators, and small independent sellers and curators who are looking for a simple, user-friendly platform to showcase and sell their work online. Over the years, we've appealed to creators who appreciate the ability to customize their online store, have complete control over their branding, and operate with low fees — features that align well with the needs of small businesses.
That said, while this community has always been at the heart of Big Cartel, we're actively working to broaden our audience to include more types of creators and sellers. We're focusing on making Big Cartel a great option for a wider range of small businesses — whether it's boutique brands, independent product makers, or anyone looking to establish an online presence without the complexities of larger e-commerce platforms.
Our goal is to continue supporting our existing creators while making it easier for even more types of small businesses to get started and thrive on Big Cartel. Check out our blog for the latest feature callouts or join our newsletter to stay up on new feature launches, seller tips, and featured shops.
This is a list of new features and functionality we have added in the last few months:
- New mobile app!
- Better options for ןn-person checkout like tap-to-pay
- Improved discounting functionality
- Sharable shopping carts
- Integrated shipping labels
- Google Merchant Center
- Improved product/inventory management
- Simple and easy abandon cart email notifications
Common Ninja: Who might Big Cartel not be the right fit for, and how do you guide potential users in determining if the platform meets their needs?
Joey: Big Cartel is designed with simplicity and ease of use in mind, making it an ideal platform for independent artists, creators, and small businesses who value creative freedom and a straightforward approach to selling online. That said, it might not be the best fit for everyone.
For example, businesses looking for highly advanced e-commerce features like multi-warehouse inventory management, extensive integrations, or complex customization beyond what's offered in our templates might find they need a more enterprise-focused solution. Similarly, large-scale operations requiring advanced reporting or tools to manage thousands of SKUs may find our platform less aligned with their needs.
To help potential users determine if Big Cartel is the right fit, we’re transparent about what we offer and who we’re built for. Our website and onboarding process emphasize our focus on creators and small (but mighty) growing businesses highlighting the simplicity of our tools and the way we empower independent sellers. We also encourage users to start with our free plan to explore the platform and see if it meets their needs. If their goals align with our philosophy — keeping things simple and focusing on what steps are needed to get an e-commerce business up and running — we’re a great fit.
Ultimately, Big Cartel is here to support small sellers who want a platform that fits seamlessly into their process and lives without unnecessary complexity, so they can focus on doing what they love.
Pricing and Value Proposition
Common Ninja: Big Cartel offers a free pricing tier that is quite comprehensive. Do free users get access to a fully functional platform, or are there key features reserved for paying plans? What are the benefits of upgrading to a paid plan?
Joey: Our free plan is the perfect starting point for exploring Big Cartel and launching your business on a small scale. It’s designed to make taking that first step — often the hardest part — simple and accessible. With the free plan, users get access to a fully functional platform to build their shop, showcase their products, and start selling.
Upgrading to a paid plan unlocks a broader suite of features, including advanced tools and third-party integrations, tailored for users looking to grow and streamline their business.
Paid plans offer benefits like expanded product listings, deeper customization, and tools that support scaling efforts — all while remaining one of the best values in the e-commerce space. Whether you’re just starting or growing your shop, we’ve got you covered.
Common Ninja: Compared to other e-commerce platforms, Big Cartel’s pricing is relatively much cheaper. How does the company manage to maintain affordability while delivering value to its users?
Joey: We’ve always been committed to supporting independent creators and small businesses, which is why affordability is at the core of our mission.
We maintain low pricing while delivering value by focusing on a few key principles:
- Lean and Focused Approach:
- We prioritize simplicity and avoid overloading our platform with complex or niche features that might drive up costs unnecessarily. Instead, we focus on providing the essential tools creators need to run their businesses effectively, ensuring they pay only for what truly matters.
- Efficient Operations:
- We keep our internal operations streamlined, which helps us manage costs without compromising the quality of our platform. This lean approach allows us to pass savings directly to our users. We are a very small tight-knit team.
- Scalability Without Compromise:
- By designing a platform that caters to creators at various stages of growth, we ensure that users can grow with us — starting with a free plan and seamlessly moving into affordable paid options. This approach creates a sustainable balance of value for users and the business.
- No Middlemen:
- Unlike platforms that layer on third-party fees or take cuts from user sales, Big Cartel ensures sellers keep what they earn. Our pricing is straightforward and predictable, so users know exactly what they're paying for.
- Celebrating Independence:
- We believe in empowering creators to run their businesses without feeling nickel-and-dimed at every step. Our pricing reflects this ethos, ensuring creators of all types—regardless of size or revenue—can access tools to share their work with the world.
Common Ninja: How does Big Cartel’s pricing model contribute to its appeal among independent artists and creators, especially when compared to more expensive competitors?
Joey: Our pricing model is designed to be both accessible and affordable, making it easy for anyone to start and scale their business. Our free plan provides a great way for newcomers to try the platform without any financial commitment, offering the flexibility to explore and get comfortable with the tools we provide.
For those looking to grow, our paid plans deliver exceptional value compared to more expensive competitors. With transparent pricing and no hidden fees, Big Cartel offers helpful features—like expanded product listings, advanced customization, premium integrations, and more advanced reporting — It is the best value in the market for this feature set.
This makes Big Cartel the ideal choice for independent businesses looking for a straightforward, cost-effective platform to scale without the complexity or high price tag of larger e-commerce platforms.
Community and Support
Common Ninja: Big Cartel emphasizes a community-driven approach. Can you share examples of how the company fosters a sense of community among its users?
Joey: We are all about celebrating the community of independent sellers, and we actively foster connections among our users in a few key ways. We host webinars to help sellers learn, grow, and share insights, creating opportunities for them to engage directly with us and each other. Through email and social campaigns, we highlight standout shops and products, showcasing the incredible work being done by our community.
Our users also play a huge role in building this sense of community — many are active on social media, regularly tagging their shops, products, and fellow Big Cartel sellers, creating a supportive and inspiring network. This combination of company-led initiatives and organic user engagement is at the heart of what makes Big Cartel’s community thrive.
Common Ninja: With a relatively small support team, how does Big Cartel maintain effective customer service for its users?
Joey: We prioritize quality and efficiency in customer support by focusing on thoughtful, personalized responses rather than relying on generic solutions. Our support team, though small, consists of highly knowledgeable individuals who understand the platform and e-commerce best practices inside and out, allowing them to address user questions effectively.
We also invest in creating comprehensive self-help resources, like detailed guides, FAQs, and tutorials, enabling users to find answers on their own quickly. By combining responsive, human-centered support with accessible resources, we ensure our users feel supported every step of the way, even with a lean team.
Adaptation and Growth
Common Ninja: How does Big Cartel ensure that its platform remains user-friendly for creators who may not have extensive technical expertise?
Joey: Starting a business can be a daunting experience, especially for small sellers who may not have extensive technical expertise. Taking that first step is often the hardest — there's so much to think about and navigate.
That's why we're committed to making Big Cartel as approachable and simple as possible. Our platform is designed to remove the barriers and complexities, so sellers can focus on what they do best — making and selling their work.
We offer affordable, low-commitment pricing options, like our free plan, to make it easy for creators to get started without feeling overwhelmed by costs. Our plans are designed with simplicity in mind, ensuring that the features we provide don’t require a PhD to understand or use.
We also offer resources, guides, and tips to help users along the way, so they feel supported throughout their journey. At Big Cartel, our goal is to make starting a business a little easier and a lot less intimidating.
Future Goals and Industry Insights
Common Ninja: Where do you see Big Cartel in the next five years, both in terms of platform development and market presence?
Joey: In the next five years, I see Big Cartel continuing to evolve as the go-to platform for independent creators and small businesses.
Our focus will be on expanding the tools and features we offer to better serve a broader range of sellers and small business types, ensuring they have what they need to grow and succeed. Whether it’s deeper integrations with third-party tools, enhanced customization options, or streamlined workflows, our goal is to provide a platform that adapts to the diverse needs of our users.
That said, staying true to our roots — simplicity and ease of use — will remain at the heart of what we do. We want Big Cartel to continue being the place where artists, makers, and small business owners feel empowered, not overwhelmed, by their e-commerce platform.
From a market presence perspective, I see Big Cartel being recognized not just as an e-commerce tool but as a partner for small sellers and those who dream of starting their own businesses.
Through thoughtful product development and a commitment to our users, we’ll keep fostering a space that supports the success and individuality of our users while growing our footprint in the creative and small business ecosystem.
Common Ninja: How do you see AI and other emerging technologies influencing the e-commerce industry, and what role will they play in Big Cartel’s platform?
Joey: AI and emerging technologies are definitely changing the landscape of e-commerce, offering new ways to streamline processes, enhance personalization, and improve decision-making.
At Big Cartel, we’re always exploring new technologies that can help make the platform more intuitive and efficient for our users. However, we also understand that our audience of artists and creators values the personal touch and simplicity in their businesses, so we’re committed to making sure any tools or features we introduce align with those values.
For now, we focus on providing straightforward, easy-to-use features that help creators grow their businesses on their own terms. Our primary goal will always be to ensure that any changes support the creative and entrepreneurial spirit of our users, without overwhelming them with unnecessary complexity. We’ll continue to listen to our community and prioritize features that enhance their experience and success.
Common Ninja: If you could change one thing about the e-commerce industry today, what would it be, and how does Big Cartel contribute to making that change a reality?
Joey: If I could change one thing about the e-commerce industry today, it would be to simplify the process and make it more accessible for everyone. Many platforms and influencers create the impression that starting an online store is a complex, overwhelming process, filled with hidden fees, complicated tools, and a steep learning curve. The reality is, that it doesn't have to be that way.
At Big Cartel, we’re on a mission to make e-commerce easy and accessible for anyone, regardless of their technical expertise or business background. We believe that selling online should be straightforward and not tied up in jargon or unnecessary complexity. That’s why we focus on simplifying the tools and information you need to get started. Our platform is designed to make it easy to set up your store, customize your design, and start selling — without needing to be a tech expert or hire a team to handle the details.
We’re committed to breaking down those barriers, so creators, artists, small business owners, and sellers of all kinds can focus on what they do best: making great products and connecting with their audience. By offering intuitive, affordable solutions, Big Cartel is helping to change the e-commerce landscape by making it more approachable, less intimidating, and accessible to everyone.
Final Thoughts
Big Cartel’s dedication to independent creators remains at the heart of its platform, offering an intuitive and affordable solution for artists and small businesses.
As they continue to evolve, their focus on simplicity and community-driven growth sets them apart in the competitive e-commerce space. If you're an artist, maker, or entrepreneur looking for a platform that truly understands your needs, Big Cartel might just be the perfect fit.
