How Shock Surplus Slashed Costs and Doubled Sales with Shopify Capital

The Challenge: Friction and Funding Shortfalls

Shock Surplus launched in 2012 to simplify the painful process of buying suspension parts online. Early days saw the team on eBay and Amazon, battling high acquisition costs and little control over branding or checkout. As they poured profits back into web design, content creation, and marketing, the cash balance stayed lean. Traditional lenders tightened approval criteria around average bank balances and EBITDA metrics—ignoring that the company was plowing every dollar into growth. Time after time, banks refused to fund a business that was literally doubling sales each year but running on a lean operating account.

Solution: Shop the Gap with Shopify Capital

Shopify Capital changed the game. No personal credit checks. Minimal paperwork. Real performance metrics powered eligibility, and funds hit their dashboard in days. Automatically deducted remittances tied payback to sales, and topping up was just a click away. Three rounds of financing—totaling around $2 million—helped Shock Surplus shift from slow, small-batch orders to high-volume purchases from major wholesalers. Bulk buys unlocked better margins, and inventory runway rose enough to negotiate preferred pricing on top brands.

Results: More Inventory, Lower Costs, Bigger Carts

Armed with working capital, Shock Surplus snapped up inventory in larger lots, dropping commodity costs and boosting margins by 5–10 points. Marketing campaigns scaled, driving steady traffic to a freshly updated site. The proof is in the numbers: they sustained 100% annual growth for five years straight. Return rates plunged 63% as clearer product info and a smoother checkout cut errors. Average order value climbed 25% thanks to intelligent upsells and cross-sells woven into the shopping experience.

Looking Ahead

With Shopify Capital as a trusted backer, Shock Surplus plans to expand product lines, explore wholesale channels, and refine digital marketing. Their story shows how aligning flexible funding with operational data can turn cash flow into a competitive advantage—and launch fast-growing online brands to new heights.