A Motivational Story About Us

How we Became Today's Most Sophisticated Ecommerce Solution

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Our Sixty Second Pitch

Shopping Cart Elite is for companies who are dissatisfied with the limitations of their shopping cart. Shopping Cart Elite is an ecommerce solution that will completely automate your online business. Unlike the majority of shopping carts on the market, we have created a software that doesn't require you to have a bunch of third party apps in order to have automation, marketing and SEO tools for your online business.

Our Brand Commitment to You

Shopping Cart Elite will solve the labor-intensive, sleep-depriving daily grind of your online business in 30 days or less by combining our software, experts and processes that will consistently deliver results that will WOW you.

In Pursuit of the American Dream

Steve Jobs said, "Being the richest man in the cemetery doesn't matter to me. Going to bed at night saying we've done something wonderful, that's what matters to me."

What They Don't Tell You About Entrepreneurship

Ed Catmull, the author of Creativity Inc., was also a computer scientist who invented the technology behind Pixar, the same company that created the hit series "Toy Story". You may not have known this bit of trivia, but Pixar technology was created in 1974, and it would take 21 years for the company to reach substantial success beginning with "Toy Story". If it weren't for Steve Jobs acquiring Pixar in 1986, we would not be able to enjoy today's cartoon animation technology because Pixar would not have existed.

Catmull's story is ultimately about the perseverance it takes to overcome the struggles to achieve and maintain success. As an entrepreneur, it was not surprising to hear him say that still today, Pixar continues to face unprecedented challenges.

If you listen to the stories of successful company founders like Steve Jobs, you will often get the impression that success is one smooth ride. You'll be led to believe that their success was due to their smarts and perhaps a little luck.

But entrepreneurship is never like that. You constantly fail, suffer setbacks at every turn, and live with the fear that you won't be able to make payroll, or your product won't work. You have to deal with disgruntled employees, unhappy customers, and concerned investors. Even when you achieve success, you still wake up the next morning to find that everything is falling apart, and before you've gotten over one hurdle, there's another one to overcome.

The truth is that every successful entrepreneur experiences setbacks before reaching success. The successful ones don't always mention these setbacks in interviews with the Wall Street Journal or Bloomberg TV, but the reality is, entrepreneurship is really more of a roller coaster ride than a cruise.

Shopping Cart Elite is Agile and Innovative. One month of ecommerce is a year in real life which means we must continuously innovate and deal with ongoing challenges to stay ahead of our game.

In this way, our company operates as an assembly line - we are 200+ employees, each employee at every workstation moves processes and systems forward to streamline products, processes, and systems. Having gone through 15 years growing Shopping Cart Elite, we've now come full-circle to say that:

We're Big Enough to Serve Your Business and Small Enough to Know your Business.

Meet the People Behind Shopping Cart Elite

Management Team

If you are already a brand, we want to:

  • help you automate your processes
  • scale your integrations
  • expand your ecommerce team with our experts
  • grow your revenue with our world class marketing software

If you are a startup, we want to:

  • transform your company into a brand
  • turn your ideas into processes
  • motivate your employees to become a team
  • recharge you into a CEO

Our Story

About the Founders

My name is Igor Soshkin, CEO of Shopping Cart Elite. As a child of immigrant parents to New York City, I acquired a strong work ethic from my father, the primary breadwinner of the family who slaved as a tool maker giving my mother the ability to learn computer programming at a local university. We emigrated from Ukraine to America for the sake of professional and economic freedom. Growing up in the States, I'd watch my older brother Nick become quickly taken up by our first personal computer in 1995. His passion grew so steady that at age sixteen, he started running a file sharing website. At eighteen, he was hired by a top Wall Street firm as a computer programmer, and by 24, he wrote the program that currently processes all the ACH transactions for Bank of New York.

I struggled to figure out how to translate my love for sales and marketing into a business. As a young and motivated employee for various companies, I hoped my bosses would take notice of my ideas, but unfortunately, they ignored me, and each time I felt put down.

Still, I wouldn't give up. An entrepreneur with perseverance knows that feeling well.

I continued to listen, observe, read books, and take notes on how small businesses operate. Slowly, I seeded the vision for what soon would be our software company known today as Shopping Cart Elite.

My Dream Job

On my sixteenth birthday in 2000, my parents gifted me with a 1994 Mitsubishi 3000GT - which became my true love! A year later, the smash hit "Fast and Furious" movie created a huge demand for automotive parts and an opportunity to sell auto parts online.

Due to the tragic events of 9/11, my parents lost their computer programming jobs and relocating out of New York City was not an option.

And so, we opened the doors to our first ecommerce company in 2002. Nick helped to code the website in his free time, and our parents oversaw operations. I finally got my dream job, overseeing marketing and sales.

Hurdle #1: Retailer or Software Company?

In 2002, we started as pioneers in ecommerce in the automotive vertical niche with very little competition. We went from zero to $200,000 per month in gross sales virtually overnight with 50% profit margins selling automotive accessories. We worked with Amazon and eBay early on to help them create a vehicle fitment guide to scale their product database. We've enjoyed the success for quite a few years.

In 2005, we'd officially hit a dead end. Developers, data entry, research, and development depleted our profits. Technology at the time couldn't automate anything, especially for automotive businesses. Designers and developers charged a fortune.

In 2006, a surge of competition emerged, and the economy started slowing down. Our gross revenue plummeted by 50% overnight. The recession of 2007 sucked profits indefinitely. Our company was crumbling.

We had to decide quickly - were we a retailer or a software company?

Becoming a software company would give us an advantage over Chinese and Indian developers who still had a long way to go to reach our level of expertise in ecommerce.

Nick and I left the retail company we helped build, and brought our knowledge and experience to Shopping Cart Elite, opening our doors in 2007.

Our First Marketable Software

We launched our first marketable product in 2009 known as "GRO Project" that supported new entrepreneurs launching their businesses. We taught them to start and run a new business using our expertise with our software focusing on the automotive industry. Some of our GRO Project customers later became our employees.

It took us two years to build Shopping Cart Elite, and three years to perfect it. Reinventing ourselves as a software company was a good decision, but when the next hurdle came, we had to reinvent ourselves again.

Hurdle #2: The Road to the "7 Day Setup"

Until 2012, we were so consumed by research and development that we didn't pay enough attention to growing Shopping Cart Elite.

Little did we know, our investment in research and development paid off. Since opening Shopping Cart Elite in 2007, our feature rich software could now address all levels of integrations. We had gained enough traction to be recognized as "go-to" experts in our industry, but still, we were playing it safe.

In need of inspiration and insight, I picked up Seth Godin’s well-known book The Icarus Deception. His advice? Don't settle for the ordinary. Continue pushing through your comfort zone.

That spoke deeply to me. I'm the kind of person who constantly strives to do better for the sake of our company. Settling for the ordinary was out of the question.

Determined to grow our company right, I dove into Gino Wickman's Traction, and Gerber's EMyth Revisited to learn how to create the right systems and processes without depleting company's profits. We firmed up a process to help our clients launch their online business in a shorter timeframe. After all, if we could grow our company in a shorter timeframe, why couldn't our clients?

Seven days was an ambitious undertaking, but we didn't let our fears interfere with our passion and vision. We stayed focused despite the fact that we still needed to learn the workings of such a setup.

By March 2013, our staff grew from 12 to 50 working around the clock to provide mobile responsive and modern looking websites with an integrated backend that could handle updates and large database integrations.

But soon enough, madness took over.

We're Not a Data Dump

Our clients showed us data that was incomplete, and we became overwhelmed. Each challenge became a learning opportunity, but still, could we just become a data company like that? Refusing to turn away clients, we quickly rolled up our sleeves and got busy developing systems and process for data integration and import. Still, this isn't easy when you're a young software company suddenly thrown into the "muck" of data integration and import.

To cope with this task, we developed innovative software called "Easy Data Feed", that could scrape a website with millions of data records into Excel and right into Shopping Cart Elite's platform. But still, more work was needed for to restructure the massive undertaking of data integration and import.

We started setting up processes and systems for new data clients which included:

  • compliances so data would be compatible with marketplaces like Google, Amazon, and Ebay
  • filters so a product could be searched on both the sellers website and Google's first page
  • rich snippets, high-quality images, meta tags, full descriptions and dimensions

This process also required implementing new settings, redirects, system updates, and content pages to support each process.

We soon discovered how complicated launching a fully integrated client's website in 60 days could be!

By the end of 2013, we pared the time down to 60 days instead of original six-month time frame. Still, it was nowhere near our initial seven-day goal. What were we thinking?

Hurdle #3: Learning Our Self-Worth

Learning our financial worth was painstaking. We realized we needed to charge high enough setup fees that justified our high-quality service. The premium we charged for setup baffled clients, causing them to price-shop our fees with those of others. Aiming for transparency, we posted a 30-page document online that educated the consumer on the various processes in launching a website. We knew we couldn't afford to lose clients at any time to third party partners who offered a quick and easy "solution" that involved more headaches and less setup work. Still, we were willing to take the risk.

Working with clients without a budget also challenged our perspective of our financial worth. Clients would often nickel and dime us for our services. They requested an unlimited number of revisions without payment. When we missed a deadline due to unforeseen problems they wouldn't be able to pay. We always questioned whether letting a client badmouth us over the Internet could be justified by the lessons we learned from these challenging experiences growing our brand.

It was a hard lesson to learn, but we finally started asking the right questions, and as a result, we were able to educate our customers on the grounds that they could expect their project to take three times the original time, and as a result, we could justify the price of the setup.

Our Product and Services


It is very difficult to express our passion behind Shopping Cart Elite without powerful visualization and tonality.
As Albert Mehrabian said: "We communicate through a 7%-38%-55% rule".