Steve Chou's Create a Profitable Online Store Review: E-Commerce Business Downsides & Course Testimonials + Alternatives |IPPEI

Updated On 2021-12-07

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Create a Profitable Online Store Course is a beginner’s training for starting an e-commerce business, like a Shopify store. It’s a 15-module course of video tutorials and PDF checklists. This online course is made for beginners in the eCommerce biz because the training includes building a website from scratch and everything you need to know about the eCommerce platform, plus free traffic generation strategies.

Steve Chou has been in the business since 2007, his first online store, Bumblebee Linens, made $100K in the first year. So, he claims to be the best coach for beginners in e-commerce. But is he really?

In 2023, 71% of businesses already have their own website because consumers are now shifting to online buying. 15% of American consumers shop weekly, 28% shop monthly, and only about 20% have never shopped online. E-commerce is a growing industry, so many entrepreneurs are exploring business opportunities in this industry.

But in my opinion, running an e-commerce business, as what Create a Profitable Online Store teaches, is like starting a Mister Softee ice cream truck, thinking each cone nets you big profit. But the cost of gas, dry ice, and unsold flavors adds up fast. Then a competitor sees your popular flavors and shows up the next week. Between ad spend, payment fees, shipping, returns, chargebacks, and discounts, your 30% profit quickly becomes 5%–10%. Competitors copy your products within weeks and undercut you on price. With an ecom business, you’re renting your traffic. Most of your customers come from paid ads on Meta, Google, or TikTok. And the second you stop spending, sales collapse like breathing through an ad-spend oxygen mask. Plus, Shopify, Meta, or Amazon can change their algorithms or policies anytime and your entire business evaporates. One banned ad account or product compliance flag can wipe out years of work.

In this article, we dive into the Create a Profitable Online Store course and its pros, cons, modules, and inclusions. We discover who Steve Chou is and what’s behind the My Wife Quit Her Job branding. We also feature student success stories from Linda Wang and other Reddit comments. Finally, we compare the money-making factor of an e-commerce business vs a local lead generation biz model.

What are Create a Profitable Online Store Pros & Cons?

Create a Profitable Online Store Pros	Create a Profitable Online Store Cons
Longevity in the Industry: Steve Chou has been in the online business since 2007.	Basic Training: Most of the topics covered by the course can be learned for free online.
Proven Success: Bumblebee Linens, his first online store, made $100K in the first year and then a 7-figure annual income thereafter. He knows how to do business.	Upsells: Some customer reviews say Steve convinces his students to buy affiliate products they don’t need when they’re just starting out
Comprehensive Training: The course is comprehensive, and it includes how to use search engine optimization and email marketing to find potential customers and boost sales.	Unorganized Information: Lessons in the course materials are not well-organized and the information is all scattered.
	Steep Pricing: The course costs $1,999 onetime payment.

Price	Here's the cost for Create a Profitable Online Store: $1,999 onetime payment. Installment options are 3 payments of $699 or monthly payment of $299.
Training	15-module course of step-by-step lessons on how to start and scale an eCommerce online business
Refund Policy	A 30-day money-back guarantee is available for the Create a Profitable Online Store course.
Group	Create a Profitable Online Store has an online community.
Origin	Some reviews say that old versions of the course were launched as early as 2015.
Reputation	The course creator, Steve Chou, is a successful internet entrepreneur who started eCommerce back in 2007. He's a seasoned businessman who has a proven background in business, unlike many new and young "gurus" claiming to be experts.

How Much is Create a Profitable Online Store Course?

Create a Profitable Online Store costs $1,999 if you pay onetime. But they do have installment options if you prefer not paying the full price upfront.

Here are their payment options:

You can choose to make one lump sum payment. The total cost is $1,999, your cheapest option.
You can pay off the entire cost by 3 payments of $699. For this option, the total cost is $2,097.
Or, you can pay $299 a month ($3,588 a year) for a subscription. This payment option is almost twice the price of paying the course in lump sum.

Can You Get a Refund on Create a Profitable Online Store?

Yes, you can get a refund on Create a Profitable Online Store. They have a 30-day money-back guarantee on their refund policy.

Honestly, this is a great refund policy.

And it only has a few exceptions.

First, if you signed up for the class before and got a refund, you can’t do this a second time.

Also, your refund request may be turned down.

This can happen if:

you have already downloaded everything in the course and plan to keep the materials without paying for them.
you chose the monthly payment option, and don’t submit your refund request before your first 30 days are up.

Create a Profitable Online Store Course Overview

Create a Profitable Online Store is an eCommerce course that teaches students how to start and scale an online business. Steve’s training focuses on selling your own products, rather than other people’s. The course also covers the drop shipping business model and some useful eComm tools like search engine optimization, google ads, and google analytics. Steve encourages his students not to shy away from American-made products. He doesn’t swear by the Amazon FBA biz model.

Who is Create a Profitable Online Store for?

Create a Profitable Online Store is for entrepreneurs who want to get into selling inventory online (either through their own site or on Amazon), solopreneurs, small to medium-sized business owners, and anyone with a product idea!

Who is Create a Profitable Online Store Not for?

Create a Profitable Online Store is not for those who are not going all-in with e-commerce. The course on its own is expensive and should be treated as an investment. Setting up an online store takes time, money, and effort. You should be 100% committed to making the business work.

What’s Included in Create a Profitable Online Store?

Access to an online community where you can learn and grow with like-minded entrepreneurs
Unlimited lifetime access to the course material, which includes over 300 video tutorials
Lifetime 24/7 email support and weekly live office hours
Exclusive access to online webinars and interviews with industry experts
Spreadsheets for finding your niche, and worksheets for applying what you learn
Checklists to ensure you have all you need and questionnaires for choosing a shopping cart
Access to new course material updates (the material is updated weekly to keep the info up-to-date)
The course covers selling on Amazon and selling your own website with a focus on growing your own brand

Create a Profitable Online Store Course Modules

Module 1: Find a Profitable Niche Market

This module covers finding the set of products to sell, determining the size of your niche, evaluating the profitability of your niche, assessing competition, and understanding the different types of online stores.

Module 2: Discover Where To Source Your Products

This module discusses how the retail chain works, how to buy from legitimate suppliers, how to spot and avoid cleaners, how to buy wholesale from local sellers, how to import from overseas, how to manufacture products in China, and how to deal with suppliers as a beginner in the business.

Module 3: Set Up Your Online Store

This module teaches how to set up a functional shopping cart for free, how to choose the right shopping cart, how to find a good web host, to process online card payments, how to design a professional website, and how to ensure your customers’ online transactions are secure.

Module 4: How to Sell on Amazon

This module covers lessons on optimizing product listings, creating a profitable Amazon listing, encouraging positive product reviews, and using Amazon for niche validation.

Module 5: How To Create Sales Funnels

This module teaches how to build effective sales funnels, how to drive consistent traffic, and how to make existing customers buy more.

Module 6: Make Your Business Legal

This module discusses the legalities of the business which includes choosing the right business structure, trademarking matters, intellectual property & patents, obtaining FEIN & DBA, obtaining a seller’s permit & business license, getting the right business insurance, hiring the right team for the job, and accounting processes.

Module 7: Market Your Online Store For Free

Module 7 is all about getting traffic for your online store. It discusses how to generate multiple income streams from high-quality traffic, free traffic techniques, word-of-mouth marketing, and upsells & cross-sells.

Module 8: Email Marketing

This module covers email marketing strategies including email autoresponders, effective copywriting, list-building, and setting up sales funnels.

Module 9: Google Search & Google Shopping Ads

Module 9 includes lessons on how to launch profitable Google Shopping Ads, optimize Google Search campaigns, retarget customers, and strategies for boosting your ads visibility through SEO.

Module 10: Facebook Advertising

This module is all about Facebook advertising which covers how to launch a Facebook ad campaign, Facebook ads retargeting, optimize campaigns, and build sales funnels on Facebook ads.

Module 11: Facebook Messenger Marketing

Module 11 covers the rules of Facebook messenger marketing, automated messenger campaigns, Facebook subscriber lists, and Facebook messenger broadcast.

Module 12: Optimize Your Store for the Search Engines

In the module, students will learn how to optimize websites, how SEO works, getting quality backlinks, free SEO resources, boosting search rankings, blog posts, and guest posts.

Module 13: Price Your Products for Maximum Profit

This module covers premium price command for products, unique selling propositions, dollar for goods, optimal price points, pricing strategies, pricing psychology, and dealing with cheaper competition.

Module 14: Advanced Website Optimization

Module 14 covers the fundamentals of website design which includes Google Analytics, Google Adwords, coupon codes, automated backups, and more.

Module 15: Customer Service & Managing Online Reputation

Module 15 is all about keeping a positive email online whether it’s on Facebook, Twitter, or blog post. This module also covers how to handle the return of goods, customer support with minimal staff, and dealing with card chargebacks.

Bonus Lessons

Bonus lessons on how to mitigate risk as a beginner, how to run a business while working full-time, how to test the market before launch, and how to choose the right products.

What Do People Say Online About Create a Profitable Online Store?

People online are not so impressed with Create a Profitable Online Store. Some say the training is too basic and can be learned for free. Others say that although Steve is very knowledgeable, he assumes that his students can easily grasp all the lessons, so he moves at a fast pace while the students struggle to catch up.

Priced at $1,999, a commenter said that it’s too expensive and the contents are all scattered.

Who are Some of the Students of Create a Profitable Online Store Course?

Some significant students of Create a Profitable Online Store course are CEOs with online-based businesses like Abby Walker, Ron Eiger, Sean Aquino, Jen Depaoli and retailers like TheOilCollection.com, Vizcosa.com, and LifeAndLimbGel.com.

Abby Walker is the CEO of VivianLou.com, an online retail store for insoles that enables women to enjoy comfortable high-heels-wearing 4 times longer and makes over 2.5 million dollars annually. Abby and her business has been featured on Oprah, the Home Shopping Network, and QVC.

Ron Eiger is the CEO of SunnyDecals.com, an online store that sells non-fabric children’s wall decals. His wall sticker business makes 7 figures annually.

Sean Aquinois theCEO of Fine Leatherworking, an online leather supply store that made over $100K in just 18 months!

Jen DePaoli is the **CEO of Shower Curtain HQ,**and online retailer of high-quality shower curtains that makes at least $50K monthly.

Retailer brands who also took Steve’s course are TheOilCollection.comwho made $25k in her first 3 months, 6 figures each month after the holiday season since its launch. Vizcosa.com who made 6 figures annually, and the LifeAndLimbGel.com who also made 6 figures annually.

Create a Profitable Online Store Testimonials

People have different opinions online on Create a Profitable Online Store. Reddit discussions say Steve’s training is too shallow and basic. There’s no new information in his $2K course that you can’t learn online. There are some student testimonials published on the profitable online store website. However, these “testimonials” look shady and fabricated. The names are not disclosed and some photos look like stock images.

Testimonials on Create a Profitable Online Store’s Website

Testimonials From Other Sources

Who is Steve Chou?

Steve Chou is the man behind My Wife Quit Her Job, a 7-figure eCommerce entrepreneur, an electrical engineer by profession, and the author of the Wall Street Journal bestseller, The Family First Entrepreneur. He graduated with a degree in Electrical Engineering from Stanford University in California in 1999. After graduation, he worked as a development systems manager for Tensilica , a company based in Silicon Valley, for 13 years. He became the engineering director for Tensilica products- IP group when it later became part of the Cadence Design Systems company where he worked for two years more. On top of his day job, he founded his first online business in 2007, Bumblebee Linens, which made $100K in the first year and 7 figures annually thereafter.

He imports products from Asia and teaches students how to sell profitable products with their own brand in his Create a Profitable Online Store course. Aside from his paid training, he also shares free informative content on his MyWifeQuitHerJob E-commerce YouTube Channel, which now has 255K subscribers and 344 video uploads. He blogs about his success and failures, business ventures, digital tool recommendations, and personal life on MyWifeQuitHerJob.com. Steve Chou also started a venture funding show, the 5 Minute Pitch, which has a similar concept to Shark Tank.

What is My Wife Quit Her Job?

My Wife Quit Her Job (www.mywifequitherjob.com) is Steve and Jen Chuo’s online platform where they share their personal story through podcasts and blogs, and train students through their free classes and paid courses. The site also features digital tool recommendations (with affiliate links). “My Wife Quit Her Job” is also the title of Steve and Jen’s podcast, where they share their story of how they quit their corporate jobs to become full-time entrepreneurs in their 40s. In a series of podcast interviews, the spouses share the strategies that led them to their success in business.

What is the Sellers Summit by Steve Chou?

The Sellers Summit by Steve Chou is the ultimate conference for eCommerce entrepreneurs. It’s a 3-day immersive e-commerce workshop where attendees learn firsthand from Steve while gaining knowledge from the experiences of other businessmen. This experience is curriculum-based that teaches updated and practical strategies that make successful entrepreneurs. Sellers Summit by Steve Chou is rated the top 11 e-commerce conference by Entrepreneur.com. The next Sellers Summit is happening in 2024 at Ft Lauderdale, Florida from May 14 to 16.

When Will You Make Your First $100K With E-Commerce According To Steve Chou?

Steve surveyed his members and graphed out the results for us.

Here is one chart, based on members that have been applying his tactics for at least a year:

how much revenue do my students generate monthly

He also shares the percentage of sales that come from Amazon…

from amazon sales

This graph is presented in a confusing way, so let me explain:

59% of his students make less than 10% of their revenue on Amazon.

27.4% of his students make over 75% of their revenue on Amazon.

So, the greatest majority of students do not make Amazon their main income source.

But the next greatest majority… does.

So, you can really take this course in whatever direction you want.

Which can be a great thing for some,

And a not so great thing for others.

Is Steve Chou Legitimate?

Yes, Steve Chou is legitimate. He has been in the eCommerce business for over a decade and is a figure in the industry. Steve got featured in some of the biggest media outlets like the Wall Street Journal, Forbes, The New York Times, MSNBC, ABC, and more.

What are the Advantages of E-Commerce?

Starting an eCommerce business can cost much less than some other businesses.
It’s also easy to set up.
No business experience is necessary (though it helps)
Your store will never close, unlike a brick-and-mortar store.
Your product might reach a global audience (though there are downsides to this in my next section.)
Stores have employees- but eCommerce stores have less. This can maximize profit, since you won’t have to pay as many hourly workers.

What are the 3 Downsides of an E-Commerce Business?

Legal Issues: Different states have different rules for tax claims. Not all states allow it. Remember that in this business model, you’re filing to claim an overage amount that the government would otherwise keep, so you wouldn’t expect the process to be so easy.

Advertising costs continue to rise.
Another downside of e-commerce is that the cost of advertising continues to rise, especially Facebook ads. Sales in e-commerce are very dependent on traffic driven by ads, especially from social media platforms. But, it’s very expensive to run online ads, especially for e-commerce businesses. The average cost of advertising on Facebook in 2023 is $0.94 per click and $7.19 cost-per-thousand impressions. Brands and businesses in the U.S. spend from $200 to $800 monthly on Facebook advertising alone. So, if you’re on a tight budget, I would not recommend this course to you.

Your store needs to be making at least 6 figures to actually find success.
To be successful in e-commerce, you should be making 6 figures or more. But all of that is only possible after putting in hours of your valuable time and energy.
That, for me, sounds like putting all of my eggs in one basket.
Which is something Steve Chou has not done with his eCommerce business.
Steve Chou has multiple income streams that made him the 7-figure entrepreneur he is.
How does Steve Chou make money, aside from eCommerce?
Steve makes money running his own shop, a shop for his kids, and by selling in Amazon. He also runs a blog and a podcast and conducts an annual eCommerce conference. He does all of these while still keeping his day job as an electrical engineer at Cadence Design Systems.

Is E-Commerce Still Profitable in 2025?

Yes, e-commerce is still profitable in 2025, but rising costs of leads and ads make it less profitable now than it is a few years back. A recent study estimates the ecommerce businesses make 42% in gross profit margin, but the net profit will depend on different factors such as supplier’s price, store popularity, and ecommerce strategies. Another factor that affects its profitability is the cost of ads and leads. Cost-per-lead has risen by 91% in different industries and is still expected to rise as E-Comm business booms. The rising costs of online ads also increased which also directly affects profitability of your e-commerce business. Digital marketing agencies say that the cost to advertise in 2023 is at least $1,250 monthly and can cost as much as $10,000 in some industries.

What are Create a Profitable Online Store Alternative Courses?

Ecom Babes by Cortney Fletcher is an online course that empowers women to launch their own e-commerce businesses. It’s a beginner-friendly course that teaches a step-by-step method of making money online through dropshipping.
eCom Genie by Steven Mayer offers a done-for-you service in Amazon and Walmart automation. The program also offers a partnership with their successful e-commerce stores.
Sandi Ecom by Anthony Sandi is a mentorship-based program that teaches students how to launch automated dropshipping stores using U.S.-based suppliers. Anthony focuses on fast shipping, better branding, and long-term business structures often with a team of virtual assistants doing the heavy lifting.

Final Verdict: Is Create a Profitable Online Store Worth Your Money?

Create a Profitable Online Store is worth the money for beginners who want hand-holding through launching a physical product brand using organic and paid traffic, especially if they want to avoid Amazon dependency. Steve Chou’s experience, structured modules, and lifetime support provide a foundation, but only if you’re ready to invest $1,999 and work through long implementation cycles.

If you’re willing to spend months building a brand, dealing with inventory, learning traffic channels, and testing offers, this course can help. However, if you prefer faster feedback loops, minimal risk, and don’t want to juggle ads, suppliers, and chargebacks, this model might feel like starting a food truck in a hurricane.

Ecom is noisy, competitive, and margin-thin, and if you’re not committed, you’ll burn out before breaking even. If you’re a beginner or just looking for a low-maintenance digital income stream, local lead gen offers a smarter path with less friction, where assets rank organically and generate leads passively.

Can Local Lead Generation Offer You Better Passive Income Than an E-Commerce Business?

In my experience, local lead generation offers you better passive income than an e-commerce business because it builds owned digital real estate or websites that rank organically and generate free inbound leads building a Portland Head Light lighthouse on a busy coast. You shine day and night without buying ads, but boats (aka leads) keep coming to you (website) for guidance (local services). Once ranked, traffic keeps flowing without ad spend. You’re not competing in a global marketplace, you’re dominating small, local niches. Unlike the thin profit margins of an e-commerce business, local lead gen brings in 80%-95% profit margins with virtually no product or fulfillment costs. After initial setup and ranking, monthly expenses are minimal. Plus, local lead gen assets are hosted independently and indexed by Google, not owned by Shopify, Meta, or Amazon. You’re not at risk of ad account bans or marketplace suspensions

E-commerce can still be a profitable business in 2025, but it’s not the best way to make money. This business model is estimated to become a $6.3 trillion market in 2023, and the global revenue is expected to grow 50% more in the next three years. Although the eCommerce business sounds like a good business opportunity, and Steve Chou gives decent training to this business model, it’s a very risky venture, and I wouldn’t recommend it for beginners.

conclusion lead gen maps