Navigating the Exponential Growth: From Legal Practice to E-Commerce and Beyond

How Allen Kaplun Transformed His Side Hustle into a Full-Fledged Business and the Insights He Gained Along the Way

Author

Jim Banks
January 29, 2025

In a recent episode of the "Digital Marketing Stories" podcast, host Jim Banks sat down with CEO of GDS Allen Kaplun to explore his fascinating journey from a legal career to becoming a successful digital marketer and e-commerce entrepreneur.

The episode delves into key aspects of Allen's career, from his initial foray into e-commerce to setting up GDS and coping with exponential growth.

Let's explore some of the most captivating insights from their conversation.

From Lawyer to E-Commerce Mogul

Allen Kaplun's career transformation began in New York, where he was practicing law while running a side hustle on Amazon.

His side business took off, generating significant cash flow, and grew into a full-fledged e-commerce enterprise.

"The money was pretty good [in law], but it was 60 to 80 hours a week. It was just a daily grind," Allen recounted.

To manage this exponential growth, Allen needed to make a tough decision about his law practice. He eventually decided to wind it down over a year and commit fully to e-commerce.

The Allure of E-Commerce

One of the major draws for Allen was the vibrancy and diversity of the e-commerce industry. He pointed out that the industry is ever-evolving and brimming with opportunities.

"The e-commerce business was just night and day, just growing exponentially," Allen emphasized.

This leap led Allen to set up GDS, a company focused on aiding international brands in establishing themselves in the US, overseeing everything from compliance to marketing.

Establishing GDS

GDS emerged as a solution for international brands looking to penetrate the US market. The company takes brands with some level of international presence and helps them navigate the complexities of the US marketplace.

"We take on these brands, we sign them up on an exclusive distributorship, get them FDA ready," said Allen.

GDS's comprehensive approach includes managing FDA compliance, logistics, and marketing efforts like e-commerce and influencer campaigns. By focusing on quality over trendy buzzwords, GDS provides a pathway for international brands to thrive in a new market.

Challenges and Opportunities During the Pandemic

The COVID-19 pandemic posed unique challenges and opportunities for Allen and his business. While many industries faced downturns, e-commerce saw a surge in demand.

"It aged me about 10 years during that time span," Allen admitted. "I was pretty much living in airports."

During this period, e-commerce businesses witnessed dramatic growth due to the spike in home delivery and curbside pickups.

Allen's experience underscores the importance of adaptability and resilience in navigating such unprecedented times.

The Importance of Localization and Consumer Engagement

Bringing international brands to the US market involves more than just logistics and compliance; it's about generating consumer demand.

Allen noted that what works in a home country like Spain might not easily translate to the US market without the right consumer engagement strategies.

"We have to think in terms of getting consumers to actually want the product. Stirring up that kind of engagement, driving that kind of demand," Allen explained.

Different Strokes for Different Folks: The Variety in Products

One interesting detail Allen shared was his work with diverse product lines, like the coffee syrups he recently promoted at a trade show.

"The key differentiator is it's just a very high-quality product, great flavor profile," said Allen, emphasizing the importance of quality in a market often obsessed with functional buzzwords like "gluten-free" or "vegan."

Lessons for Aspiring Digital Marketers

For those looking to break into digital marketing, Allen offers timeless advice: learning the fundamentals early on can pay dividends later.

He noted that understanding SEO and PPC is key, as these are skills that can significantly impact one's ability to make a mark in digital marketing.

Allen also advised evaluating one’s resources before committing to a digital marketing firm.

Assess whether you need external help or if in-house capabilities can handle your marketing needs before taking the plunge.

"Don't just go blindly leaping in with a digital marketing firm," Allen advised. "See for yourself if you're capable of, you know, doing some of the tasks in-house."

The Future: Conferences and Networking

Networking and continuous learning remain crucial. Allen regularly attends conferences and workshops, such as those focusing on TikTok, to stay ahead of the curve.

He underscored the value of meeting committed professionals who continually advance their skills through education and networking.

Conclusion

Allen Kaplun’s journey underscores the transformative power of digital marketing and e-commerce.

With thoughtful planning, adaptability, and a relentless commitment to quality and consumer engagement, businesses can navigate exponential growth and carve out significant new market opportunities.

From dealing with surges in demand during the pandemic to helping international brands make their mark in the US, Allen’s story is rich with lessons that both aspiring and seasoned digital marketers can learn from.