Case Study: Mills International Trading achieves 7% sales growth and streamlined channel management with Rithum

Trims Complexity Boosts Sales with ChannelAdvisor Platform

Mills International Trading (Mills Trading), operator of e-commerce sites including new department store Mytopia.com.au and a highly successful eBay channel, faced rapidly rising channel complexity as it expanded beyond eBay. The company needed specialist expertise and scalable systems to manage hundreds of SKUs, multiple paid channels and to maintain customer service without significantly growing headcount.

Mills adopted ChannelAdvisor Digital Marketing to centralise paid search, Google Product Listing Ads and comparison-shopping management, enabling SKU-level ROI tracking, consolidated inventory and price control, and keyword/bid optimisation. The platform delivered immediate benefits — sales rose 7% after deployment, internal staff could refocus on customer service and product development, and Mills gained an early-adopter advantage with Google PLAs while positioning the business to scale into new markets.

Mills International Trading

David Mills

Founder and Owner