An ecommerce biz selling Josef Original dolls

Welcome to Ecommerce Insider – the FREE version. We analyze deals and use Moneyball tactics to discover undervalued, mispriced, and hidden gem ecommerce websites for sale.

Today we look at the leading ecommerce shop for a unique collector’s item you may have never heard of, but hundreds of thousands of people have: Something called Josef Originals.

Read more to see why this is such an underrated opportunity

An ecommerce biz selling dolls (Yes, dolls)

What the heck are Josef dolls?

Josef Originals Birthday Dolls (often shortened to Josefs Originals) first originated in the1940’s from a doll designer named Muriel Josef George, who began designing these ceramic figurines during the end of World War II. Muriel designed these dolls to express her love for children, families, animals, and more.

You’ve probably never heard of them, but they have been on a consistently flat trend in the United States (and seemingly very few other places) for decades.

An ecommerce biz selling dolls (Yes, dolls)

They are sought after by figurine collectors, and have an element of scarcity. Current production is limited, and rare Josef Originals can fetch hundreds or even thousands of dollars.

It’s not up our alley, but like with many unique items, they have attracted a dedicated fanbase who is willing to pay for these hand-crafted figurines.

Everyone and their brother is selling the same bath bombs and electronics. You don’t want to compete with them. This is the kind of niche you want to consider getting into. It has deep history, limited supply, great loyalty, and flies way under most people’s radar.

What’s this site all about?

  • is the leading ecommerce shop for Josef Originals. This is a very unique niche.
  • It’s a 14-year old site that ranks extremely well for all “josef doll” related terms, and has been profitable since year 1.
  • The owner has been operating the site with her husband, and is selling in order to prepare for retirement
  • The business is being operated out of the owner’s home, It is powered by BigCommerce, and has a simple + well-organized operation


  • Net profit/month: $2,661
  • Pageviews/month: 23,866
  • Age: 14 years
  • Orders/month: 155
  • AOV: $60
  • Starting price: $40,000


  • Excellent search rankings. The site ranks in the #1 or #2 slot for “Josef Doll” terms. (Sure, there aren’t a ton of searches for these terms. But ranking for them is still tough, and this site is at the top for nearly all of them!)
An ecommerce biz selling dolls (Yes, dolls)
  • Organic traffic. 39% of traffic is free organic. Organic traffic also continues to rise.
An ecommerce biz selling dolls (Yes, dolls)
  • Low paid traffic dependency, CPCs, and competition. Lots of ecommerce shops fight like made to snag the #1 paid ad spot — often sacrificing huge CPCs to get it. This site appears to have almost no major competition for these keywords, and CPCs are very low.
An ecommerce biz selling dolls (Yes, dolls)

[8 more strengths available for Insiders]


  • Limited product offering. This business sells one thing and one thing only. While this keeps inventory costs in check, it also limits upsells and SEO. From the competitive positioning map below, we can see that the site hoovers up a decent amount of organic traffic despite ranking for a relatively low number of keywords.
An ecommerce biz selling dolls (Yes, dolls)

[5 more weaknesses available for Insiders]


  • Kick email marketing up a notch. The site’s email marketing program is on point and working well. But the truth is it could be even stronger. As you can see from the charts below, the site earns a disproportionate amount of revenue from email marketing given its traffic. A new owner should continue pumping out email promotions until these percentages are even.
An ecommerce biz selling dolls (Yes, dolls)

[6 more weaknesses available for Insiders]

Comparable Sales

[Insiders Only]

Inferred Value

[Insiders Only]

Insider Score

Paid Traffic Dependency

The more a site relies on paid traffic for sales, the riskier it becomes.


Paid traffic accounts for just 22% of sales. And for the paid traffic it does buy, it has very little competition.

Under-the-Radar Factor

Sites that fly under-the radar have less interest & activity, and are therefore easier to negotiate and purchase.


With just 11 days left, this listing has not had many views at all. Go get ’em!

Social Presence & Operations

Includes Facebook, Twitter, Instagram, Pinterest, YouTube, and TikTok followers, as well as the email list size & activity.


Great email list operations, though some room for improvement on the social side. Loses points for lack of Pinterest account.


EPMU is a site’s monetization efficiency. It tells you how much a site earns per visitor. A site with good EPMU means the site is efficiently converting eyeballs into revenue. A site with bad EPMU means the site is not efficiently turning eyeballs into revenue. Higher is better. Learn more.

[Insiders Only]


MEPR is a proprietary Alternative Assets metric. It stands for the Monetization Efficiency to Price Ratio. A site with good MEPR means the site is well-priced, given how effectively it turns eyeballs into revenue. MEPR is an even stronger metric than the multiple or EPMU, because it shows you the impact that an increase in traffic would have on revenue. Higher is better. Learn more.

[Insiders Only]

Price Relative to Inferred Value

For sites with a fixed asking price, this measures the asking price against the inferred value. This metric is not applicable to auctions.

[Insiders Only]

Age, Authority, and Backlinks

With content sites, authority and backlinks are tremendously important measure of strength.

[Insiders Only]


PTFU is the cost per true, free user. It is a measure of how much you are paying for the site’s most valuable users. It’s a good way to measure the value of a site based on its traffic, and an excellent barometer for sites which have high quality traffic, but suboptimal earnings. A site with low PTFU means the buyer is acquiring high quality traffic for a lower price than expected. Lower is better. Learn more.

[Insiders Only]

Organic Traffic Stability and Strength

Organic traffic is like gold. This measures how strong, influential, and stable the flow of organic traffic is to the site.

[Insiders Only]

Revenue Stability & Diversity

How many different sources of revenue the site has, and how stable or bouncy it is.

[Insiders Only]


How much has this asset grown over the last twelve months, and future growth prospects.

[Insiders Only]

Category Strength

This measure is relative to all other categories.

[Insiders Only]

Domain Strength

How strong and valuable a site is based on the domain alone.

[Insiders Only]

Maintenance and Upkeep

This measures how heavy the time & cost requirements are for the site.

[Insiders Only]

Visitor engagement

Engagement is comprised of engagement rate, bounce rate, time spent on site, pages per visit, return visitors, and loyalty.

[Insiders Only]


Is the site offering something unique to the world? Or is it a cookie-cutter site that could be easily replicated?

[Insiders Only]

Recommendation & Outlook

[Insiders Only]

Due Diligence Service

Remember to do full due diligence before purchasing any website. Stefan created and runs Flippa’s Due Diligence program, and can offer the same service to you.

See Due Diligence Packages →

Facebook Group

Our Facebook Group is now live. Request to join and we’ll let you right in.[Insiders Only]

Discuss in Facebook Group →

Subscription Options

Start your free trial of Insider.

An ecommerce biz selling dolls (Yes, dolls)

Deep research and investment insights, now on thirteen alternative asset classes. Start your free trial today!



Stefan Von Imhof

Stefan Von Imhof

Stefan lives and breathes asset analysis and valuations. Before founding Alts, he was the Head of Product at Flippa, he created and ran Flippa's Due Diligence Program, and has bought & sold dozens of websites & newsletters. Prior to Flippa he was the first product manager at HG Insights, a market intelligence company which sold to Riverwood Capital Partners. Originally from Boston and later Santa Barbara, CA, he now lives in Australia with his wife & Boston Terrier, Charlie.

Related Posts

home supplies, horse gear, horse tack — Ecommerce Insider

Today we’re looking at an ecommerce store on Shopify Exchange that sells equipment for every aspiring Princesses’ favorite animal — horses. With over 20 years of history and consistent sales with an attractive multiple we think you’ll want to take a closer look at this.

An ecommerce biz selling dolls (Yes, dolls)

An ecommerce biz selling Josef Original dolls

Today we look at the leading ecommerce shop for a unique collector’s item you may have never heard of, but hundreds of thousands of people have: Something called Josef Originals.

Recently Published

Unique investment ideas worth exploring

Subscribe now to get our

Top Picks.

    Join thousands of subscribers.
    Absolutely spam-free.