How GOAT creates a billion dollar sneaker e-commerce experience

GOAT, a Los Angeles-based startup has become one of the biggest e-commerce companies since it launched in the last 5 years (recently valued at $1.75 billion). GOAT markets itself as the global platform for the greatest hard-to-find items in the world. Here are the elements that GOAT incorporates into their website and app that channel a world-class experience.

Highly curated and visually engaging homepage.

GOAT’s home page is minimal but keeps the user engaged with a variety of GIFs, curated product collections, spotlights, and more. These aren’t your typical shop collections like “Best Sellers” or “Nike shoes”. GOAT goes further with collections like “Adidas Yeezy Since 2015” and “Warm Tones”. These curated collections show a high level of effort placed into curation and an understanding of the culture behind their products. The minimalist style with a focus on curation supports their claim of being a leader in streetwear fashion.

Leveraging influencers in the discover process

GOAT goes further by curating a dedicated style page showcasing influencers and community members alike. When you view an image, it will also give you the option the shop the style with a link that takes you directly to the product. This is an effective way to convert users who are just browsing into buying.

Ensuring a smooth checkout

On Desktop, GOAT reminds the user of why they’re logging in. Other e-commerce stores will just show users a login screen and take them out of context of why theyre even creating an account in the first place. When asking users to perform tedious actions (like creating an account for the hundreth time), it’s important to remind them why theyre doing so to keep them motivated.

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