Case Study: Craft & Vision achieves 1M+ eBook sales and scalable digital fulfillment with Shopify

Craft & Vision - Customer Case Study

Craft & Vision is a Vancouver-based digital publisher founded by Earl A. Coulson that began as a $5 PDF guide to create passive income. The early challenge was turning a one-off product into a scalable business—generating repeat sales, building a brand beyond the founder’s blog audience, and managing fulfillment and customer service as the catalog grew.

They solved this by leveraging the founder’s blog to get initial traction, then building the Craft & Vision platform through affiliates, social media, and a well-maintained email list. Using Shopify Digital Downloads for fulfillment and tools like Jilt (abandoned carts), Chimpified (mailing list), Refersion (affiliates), Zendesk (support) and Canada Post for shipping, they grew to publish 20 authors, nearly 100 unique titles plus a bi‑monthly magazine, and have sold over one million eBooks.

Craft & Vision