Jeff Caudill’s online shoe price comparison company Purcado is the outcome of his two biggest passions: entrepreneurship and sneakers.

A self-proclaimed “sneakerhead,” Caudill spent years searching websites and comparing prices for shoes to add to his collection. He found the task tedious and realized he was wasting money when he later found pairs he already purchased at lower prices.

The company launched in 2017. To Caudill, Purcado, is the culmination of his personal desires and a need he saw in the footwear market.

“Most people don’t know if they’re getting the best price on shoes,” stated Caudill in a release. “They may think they see a good deal and click through only to discover that the shoe isn’t available in their size, or that the price increases when they select another color option.”

Revolutionize an existing sector

Purcado provides price comparison for a variety of both dress and casual designer shoes.

When customers go to Purcado’s website, they can begin browsing men’s, women’s or children’s shoes, or can directly search the name of a shoe. They are then presented with the lowest shoe price for the size and color they have selected.

Purcado generates revenue from the commission on each pair of shoes sold.

Although forecasts of the of the retail industry are often bleak, online aggregators such as Purcado are showing steady growth due to consumers’ increasing desires of saving time and money.

Many of these aggregators offer comparisons for other designer items in addition to shoes, like handbags and furniture.

The idea of online comparison shopping is not new and has existed since the early years online commerce. Shopzilla.com, for example, has been operating online since 1996 and offers comparisons in many categories including shoes, electronics and housewares.

Purcado is different from other comparison companies because it is updated every day on the inventories of the major shoe retailers it partners with.

This allows customers to know where the exact pair of shoes they want is available at the lowest price, absolving customers of a visit to a retailer’s website to find the color or size they want is out of stock.

Purcado’s specific focus on shoes offers serious shoe buyers a more personalized experience than sites that cater to dozens of other categories of consumer goods.

Caudill said the name “Purcado” is the result of brainstorming name ideas with his father one day.

His father Lowry Caudill, who serves as chair of Purcado’s board of directors and is past chair of the UNC-Chapel Hill board of trustees, suggested incorporating the Spanish word “mercado,” which translates to marketplace.

“I liked the idea of using the “pur” because it reminded me of ‘purchase’ and ‘pursue,’” Caudill said.

The two terms were combined to form the company name.

Caudill studied exercise and sports science and entrepreneurship at UNC-CH.

He said that he considers himself lucky that his company is the only one he has ever had to work for full time.

Caudill said bringing jobs to the Triangle area was an important goal for him when starting Purcado. Right now, Caudill runs Purcado with seven other full-time employees: three marketing professionals, two web developers, and two product specialists.

Because Purcado is a company relying heavily on its website’s interface, Caudill developed his business plan alongside web development consultants since he has no background in programming.

It also consults with one outside marketing professional.

In addition, Purcado provides students at Caudill’s alma mater the often sought after opportunity of building their “influencer” status while increasing Purcado’s brand recognition. Being only six years out of his undergraduate days, Caudill has some perspective on what young adults are looking for when it comes to online shopping.

The company recruits “brand ambassadors” — UNC-CH students who use their personal social media accounts to advertise for the company in exchange for prizes, letters of recommendation and potential job opportunities at the company.

This method of advertising and marketing has proven to be one of the most effective in reaching crowds under thirty, one of the largest market segments for designer footwear.

Commitment to shoes

Currently, Purcado is self-funded. Caudill takes a holistic approach to considering growth. He is focused on making decisions that will give the most benefit to his employees and customers, so any choice to significantly expand or sell the company would be one that has been approved in all levels of the company’s staff.

Caudill said Purcado currently has no plans for a major redesign of its website setup or expansion into other products because most customers he speaks with are satisfied with the service.

“I usually get really positive feedback when [speaking to customers]. They often have suggestions, but understand we are still a [new] company,” he said.

Since Purcado has already developed a website and target audience, it now focuses on distinguishing itself in the market place and growing its customer base.

“Purcado’s biggest challenge is continuing to drive sales and growth. We have a strong grasp of our product and how we want it to grow. We are now focused on continuing to drive our sales and drive users on our site,” Caudill said.