Devious Curve is a drop-shipping store in the health and wellness industry, primarily focussed at women looking for weight loss products. The store was started by a serial entrepreneur and is fully optimized for success. Read below for a wealth of information or simply head to the listing and take a look for yourself.

Tell us a little about yourself, your history in eCommerce. How did you decide to start this company?

I am Winston, also known as Ecomalpha, a serial entrepreneur who loves to venture into different niches in the ecommerce world. Before embarking on an entrepreneurial journey, I was studying chemical engineering, but came to realize that I wasn’t very passionate about the subject.

The first idea for this store came to mind back in 2017 as I was wondering how I could make money online and never get into the corporate rat race. Back then, I had never heard of drop-shipping.

After doing some research, I read a blog post from oberlo on how to start an online business. That is how I started my drop-shipping journey. I started with $2,500 which I had saved from my scholarship and working countless hours on learning from all the information I could find from the internet and youtube. The process of this journey was neither easy nor smooth. However, through trial and error with my first store, I managed to learn how it all works and then started Devious Curve as my 2nd store which is in the evergreen niche of health and beauty. After tons of product research, testing and perfecting each aspect of the store, I was able to optimize for a very high conversion rate of 3.54% and a high average order value as well. Because of these optimizations, I have managed to scale it to 6 figures in less than 2 months time. Since then, I have started multiple other stores which have hit 7 figures in sales. What sort of deals do you have set up for the drop shipping services of your core product? Do you have any exclusivity within the US or elsewhere for sales?
Most of my sales come from the United States, Australia, UK, New Zealand and other epacket countries. Therefore, the store has high quality traffic and a precious customer database which can be utilised easily with facebook ads custom audience. This is great for beginners who have no idea where to start. It is basically a kickstart for your facebook ad account if you decided to purchase this business. The close relationship that I have developed with the british owned fulfillment company based in China is definitely something that the new owner will be able to leverage on to source any products at the lowest price while shipping the goods in the shortest period. The fulfillment company is able to ship using special lines while keeping the shipping cost at the minimum. The fulfilment company has its own warehouse and a team of staff which communicate using slack (an app) without any friction. The advantage of working with the fulfilment company is you will have little to no dispute on paypal. The fulfilment company also provides QC service which I have them inspect the product before sending them out to the customers.

You mention that the majority of your sales are driven by Facebook/Instagram ads. Will you be providing your sales collateral to the new owner? Videos, images, copy, target audience parameters, etc?

Yes, I have professionally custom shot video which I have spent more than $1,000 on which I can pass on to the new owner. The ad copy and targetting parameters will also be provided to the new owner. The store has more than 7,000 orders which are a valuable asset for any business owner that is interested in the health and beauty niche as you will be able to export the customer lists and emails, creating targeted marketing lists.

What is your typical ROAS (return on ad spend) that you achieve from your social media advertising?

3-5 ROAS is the typical ROAS from my ad spend. For every $1 I spend, I am able to make $3-5 dollars in return.

How much time each week does it take to run this business? Is it only you involved or do you outsource some of the work?

As the store is already optimized in every way possible, I spend 1-2 hours per day to run the business by checking on my campaigns and ads. I outsource my emails and social media management (replying to comments) to Virtual Assistants (VA’s).

It sounds as if one reason you’re selling the business is because of issues with Stripe payments (I assume this is a geography issue for you?). Are there any other reasons you are selling the company?

Yes, it wasn’t available back when I started this business because of where I am based. The only payment provider that I was able to work with is paypal. As I was scaling, I would buy 1,000 items from suppliers and store them at the fulfillment company warehouse while shipping with a private line to decrease fulfillment time and also ensure maximum customer satisfaction by doing QC. After hitting multiple 10k/days, I had all my funds held by paypal and a 20% rolling reserve for each transaction which I am not able to continue running my store at such a high scale. Therefore, I had to scale down my ads.

Since then, I have shifted my focus to my other stores in the other niches by shifting the cash flow I was using to scale this store to the other stores while letting it run at a low volume of ads. Now, I have multiple profitable drop-shipping stores that are making 6-7 figures and are in niches that I am more passionate about and in which I have private labelled a few of them. As a result, I do not have the time to manage Devious Curve. Therefore, I would like to help others by selling this store to someone who is a beginner and wants to make profits from the start. 

Another reason is that I have spent countless hours on the store while perfecting every aspect of the store and I wouldn’t want the store to go to waste. With the advantage of the sales collateral that I will be providing, it would be easy to scale this store back to where it was. I would say this could be one of the best investment decisions you can make.

Can you list a few opportunities for a prospective buyer to grow the business?


With the evergreen niche the store is in, it is fairly easy to market and scale with facebook ads. 

If you want to get it to the next level, try influencer marketing using youtube influencers and instagram influencers to promote the product. There are tons of beauty, makeup influencers on instagram and youtube which can increase the brand awareness while bringing tons of traffic to the store.

Affiliate marketing should also be set up to recruit brand ambassadors for the store. Private label the product with custom packaging and increase the price of the product. Branding is one of the best ways to bring this store to a new height. 

Benjamin Weiss

Benjamin Weiss

Benjamin Weiss is a marketing all-star at Flippa. He has well over a decade of experience running multifaceted marketing programs within the CPG industry and knows just what it takes to drive a business from vision to reality. You will often find him enjoying a cold beer on a hot day in Austin, TX.