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Hiring · 1 role

Online store · based in the Netherlands

Wolkje

Since 2021 · owner Femke de Vries

wolkje.example.com
$510,020Revenue, last 12 months
+34%vs last year
$42,502Average month
3Employees

12 months to Sep 2026Verified via Shopify + MollieUpdated today

About this business

Wolkje is an online store based in the Netherlands, founded in 2021 and run by Femke de Vries. It has 3 staff.

“Repeat customers are 46% of revenue. We stopped Meta ads over winter and nothing broke.” — Femke de Vries

How Wolkje stays in business

The owner explains what the first year looked like and what changed once regular customers came back.

Main risk managed: Most of theVs last year +34%

Part 1How Femke built it

Part 2What’s working

Most of the work came from a few dependable sources, and the owner says which ones paid off and which did not.

Prices were set early and checked again each season against what similar businesses charged nearby.

A slow month taught them to keep cash aside and to plan the quiet weeks before they arrived.

Part 3The numbers behind it

Over the last 12 months Wolkje took $510,020, 34% more than the year before. Its best month was Aug 2026 at $57,940 and its quietest was Jan 2026 at $35,923, a swing that matches the trade's pattern: november–december peak.

Average monthly revenue is higher than 89% of the 670 verified online stores worldwide. Every revenue figure comes from Shopify and Mollie.

Financial snapshot

How it compares

Average month vs 670 verified online stores worldwide. It earned more than 89% of them.

Bottom 10% $2.7kTypical $11.1kTop 10% $45.6k
Middle halfMiddle 80%Typical

Part 4How Wolkje wins new customers

  1. 1

    The owner explains

    “The owner explains what the first year looked like and what changed once regular customers came back.”

    About 5 in 10 online stores do this

  2. 2

    Most of the

    “Most of the work came from a few dependable sources, and the owner says which ones paid off and which did not.”

    About 5 in 10 online stores do this

  3. 3

    Prices were set

    “Prices were set early and checked again each season against what similar businesses charged nearby.”

    About 5 in 10 online stores do this

What Femke learned

Most of the work came

The owner explains what the first year looked like and what changed once regular customers came back.

Prices were set early and

Most of the work came from a few dependable sources, and the owner says which ones paid off and which did not.

A slow month taught them

Prices were set early and checked again each season against what similar businesses charged nearby.

How Femke guards against the common failures

RiskWhat Femke doesCheck your own business
Risk

The owner explains what

What Femke does

Most of the work came from a few dependable sources, and the owner says which ones paid off and which did not.

Check your own business

Prices were set early and checked again each

Risk

Most of the work

What Femke does

Prices were set early and checked again each season against what similar businesses charged nearby.

Check your own business

A slow month taught them to keep cash

Risk

Prices were set early

What Femke does

A slow month taught them to keep cash aside and to plan the quiet weeks before they arrived.

Check your own business

The owner explains what the first year looked

Part 5Starting an online store? Watch for these

Warning signHow to avoid itCheck before you commit
Warning sign

Paid ads as the only growth channel

How to avoid it

Build an email list and repeat purchases before scaling ads.

Check before you commit

What share of revenue comes from returning customers?

Warning sign

Large stock orders

How to avoid it

Order in smaller batches and use pre-orders for new lines.

Check before you commit

How many months of stock are you holding?

Warning sign

All sales through one platform

How to avoid it

Add wholesale or a second channel.

Check before you commit

What happens if ad costs double?

Part 6Why online stores fail, and how often

Still trading after 3 years
44%
About 4 in 10
Still trading after 5 years
37%
About 4 in 10
Most common reason for closing
Ad costs above customer value
Given by 37% of owners who closed

Wolkje is built around avoiding “most of the”, which accounts for % of closures in this trade.

Check your own oddsSurvival and income for online store, by your budgetRead the online store guideEarnings, start-up costs and what owners keep

Main reason for closing, online stores

Ad costs above customer value37%
Cash tied up in stock21%
Platform or policy change14%
Supplier problems14%
Other14%

Open roles at Wolkje

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Wolkje

Customer service assistant

This job isRemote · Netherlands

Part-timeRemote$18–21 an hourPosted 18 days ago

View full postingHide posting

Answer customers by email and chat from home, and help the team get ready for busy seasons.

Experience
1+ years
Education
None needed
Openings
1 person
Apply by
Oct 13, 2026

What you'll do

  • Answer customer emails and chats from home
  • Help with seasonal launches

What you'll need

  • Organised and friendly writer
  • Weekday availability
  • Reliable internet

Hours

  • Monday to Friday, four hours a day
  • Hours agreed with you

What you get

  • Work from home
  • Paid holiday
  • Staff discount

Skills you'll use

Clear writingOrder systemsStaying organised

You'd be joining a online store business with $510k in verified revenue over the last 12 months, +34% on the year before.

Open for 12 more days

Part 7Ask Femke a question

No questions yet. Be the first to ask Femke.

Free for everyone who signs in. Questions about all online stores →

More on online stores

Earnings guideWhat online stores make in the USYour oddsHow many last 3 and 5 years, for your budgetOther online stores1 trading, with verified salesPost-mortemsWhy businesses like this close

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One real business.
Its real numbers.
Every Sunday.

The Sunday TillIssue #87 · Sep 2026How Brightside Window Cleaning grew to 1,900 customers on dense rounds and direct debits12-month revenue$242,160Price properly from day oneDensity is the profitGet out of the van5 min read · Verified via Stripe + GoCardless

One real business.
Its real numbers.
Every Sunday.

The Sunday TillIssue #87 · Sep 2026How Brightside Window Cleaning grew to 1,900 customers on dense rounds and direct debits12-month revenue$242,160Price properly from day oneDensity is the profitGet out of the van5 min read · Verified via Stripe + GoCardless

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