The challenge: rapid growth, limited systems
Hooked Online was born from a spark of curiosity. After watching his brother build a successful online business, founder Paul Nieuwenhuys decided to try his luck, listing a 60-pack of mixed fishing sinkers on eBay. It sold within an hour – and he was instantly “hooked.”
From a makeshift packing station built from a milk crate and plywood, Paul expanded his catalog to 500 products within the first year. But success brought complexity:
- Manual product uploads across platforms
- No centralized inventory
- Time-consuming stock management
- Limited technical knowledge to build a website
As demand surged, Paul knew he needed an ecommerce platform that could unify his channels, streamline processes, and prepare the business for its next phase of growth.
The solution
Paul discovered Maropost at an industry conference – an encounter that transformed his business.
Launching a modern online store
With no technical background, Paul relied on Maropost’s team to build a fully functional ecommerce website at an affordable price. “They created my website for a very reasonable price and I’ve never looked back. The support has been amazing; they have a genuine interest in seeing your business grow, so you’re treated as a valued customer – not a number.”
Unified sales across every channel
Maropost’s multi-channel capabilities allowed Paul to sell where his customers shop. Products were preloaded to his online store and mirrored on eBay, ensuring he only had to upload once. Integrated SEO ensured that products were discoverable across search engines – driving more traffic, visibility, and sales.
Inventory that syncs everywhere
As Hooked Online grew to over 2,000 SKUs and opened a physical retail store, Maropost‘s platform kept every sales channel connected – eBay, the website, and in-store inventory all updated in real time, so Paul always had a clear view of his business.
Automating time-consuming processes
Paul’s business now brings in over a million dollars a year on eBay alone, with just one full-time staff member and one casual employee. “We can process about 80,000 orders a year with such a tiny team because Maropost streamlines everything we do,” he explains.
Take stock ordering, for example. It used to be a tedious, 40-hour-a-month task that required Paul to walk the warehouse aisles doing manual counts. Those days are long gone.
“Now I just log into my Maropost control panel, filter by supplier, run a 12-month sales analysis, and place the order. I’m ordering based on data, not gut instinct, which maximizes sales. And the whole process only takes me about two hours a month,” he says.
The results: 74% year-on-year growth
Since implementing Maropost, Hooked Online has achieved:
- 74% year-on-year growth
- Over $1M in annual sales on eBay alone
- A seamless operational engine built for scale
“There’s no way the business would have grown the way it has without Maropost; we simply couldn’t manage the volume of sales without it,” says Paul.
Today, Hooked Online now has over 8,500 products in its catalog and shows no signs of slowing down. “Because Maropost is always ahead of the game, I feel more confident about growing the business,” says Paul, who has set his sights on exporting overseas, trading on different platforms, adding more products and taking advantage of Maropost’s Amazon integration.
Better yet, increased efficiency has given Paul back his most precious resource: time. “Before Maropost I was working 15–20 hours per day. Now I have more time with family and more time to grow the business. I can work from anywhere – I spent last Christmas working from my boat."
His business is thriving. His workflow is streamlined. And he wouldn’t dream of switching platforms. “I won’t ever change from Maropost. I don’t think there’s another ecommerce platform out there that can offer what they can.”
About Hooked Online
Hooked Online is one of Australia’s leading destinations for premium fishing tackle at competitive prices. Founded in 2010 on the Gold Coast, the family-owned business has grown into one of the country’s largest online fishing retailers. With competitive pricing, fast shipping, and a customer-first culture, Hooked Online is committed to delivering an exceptional shopping experience.
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