How Friction Studio grew a $100 Shopify agency to $20K per month and 100+ DTC clients
Vishal Goswami turned a $100 investment into Friction Studio, a Jaipur-based Shopify agency now earning $20K per month with over 100 DTC clients, by leaning on inbound social channels, partnerships, and a growing 12-person team.
Founder · X
Part of Agencies that scaled
Business snapshot
Monthly revenue
≈₹19 lakh/mo
$20,000/mo · reported May 2024
- Business model
- Agency or productized service
- Started
- Jan 2020
- Team
- Solo founder + 12 staff
- Based in
- Jaipur, Rajasthan, India
- Monthly revenue
- $20K per month
- Total revenue generated
- around 250k USD
- Starting investment
- $100
- Clients served
- over 100 DTC brands
- Team size
- 12 employees
Tools
- Shopify
- Email marketing
- SEO
Founder-reported figures, not independently verified. ₹ amounts use the ECB reference rate rate of Oct 2026 (₹94.82/$).
Who built it, and what they built
Vishal Goswami is the founder of Friction Studio, a Shopify agency based in Jaipur, Rajasthan, India, that designs, builds, and scales stores for direct-to-consumer brands. The business started in January 2020 with a $100 investment and has grown into a 12-person team working with Shopify Plus merchants.
The agency positions itself around removing friction from eCommerce design, development, and strategy, with a focus on conversion-focused stores and seamless user experiences for DTC brands worldwide.
How they grew
Since the earlier account more than four years ago, Friction Studio passed the 100-client mark and grew revenue to $20K per month. The founder credits a multifaceted marketing approach for the steady influx of new clients.
- Instagram worked as an inbound marketing channel, showcasing the portfolio to attract clients
- Facebook groups and personal connections opened doors to bigger businesses
- SEO optimization on the agency's own website brought in organic traffic
- Email marketing campaigns nurtured leads and retained existing customers
- Strategic partnerships with complementary businesses unlocked new markets
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