SECTION 10

Launching a New Merch Site to Support a Growing Podcast Brand

Context

Section 10 is a fast-growing baseball podcast with an engaged audience but no dedicated, scalable merch platform. The goal was to launch a standalone e-commerce site that could support drops, integrate with fulfillment, and convert podcast listeners into repeat customers.

What I Owned

I led the full build and launch of the merch website, including platform setup, storefront structure, product organization, design direction, and operational integration.

Execution

I built a new Shopify storefront from the ground up, structured around drops and collections rather than static products. I implemented brand-aligned design, optimized collection pages for merch discovery, and connected the store to fulfillment and shipping workflows.

I also set up tagging, collections, and internal processes so the team could launch new products quickly without breaking consistency. The site was designed to be flexible for limited drops, restocks, and podcast-driven promotions.

Impact

The new site gave Section 10 a centralized, professional merch presence and improved the customer experience from podcast mention to checkout. It enabled faster product launches, cleaner fulfillment, and better visibility into sales performance. The store became a scalable foundation for future merch growth.

Takeaway

Launching a merch site isn’t just about design — it’s about building infrastructure. Creating a system that supports drops, operations, and growth upfront prevents friction later and allows the brand to move faster with confidence.