Episode Number:

41

September 8, 2025

In this episode of The eCom Growth Show, Danan Coleman sits down with Nick Penev, Co-Founder of Xtreme Power Brands and Scayul, to uncover how partnerships drive growth for eCommerce brands. With over a decade of experience launching supplement brands across Europe and building one of the largest eCommerce partner networks, Nick shares why helping others first is the ultimate growth strategy.

Meet Nick: The eCommerce Partnership Builder

Nick Penev has been fully remote since 2010, long before it was mainstream. He co-founded Xtreme Power Brands, launched and exited over 20 private label supplement brands, and later transformed the company into a “Partnership as a Service” agency. Today, Nick runs a network of 1,000+ eCommerce partners, hosts webinars with global experts, and co-founded Scayul, a SaaS tool for proactive introductions and referral swaps. His mission: help eCommerce businesses grow faster through authentic, strategic partnerships.

Why Partnerships Beat Paid Marketing

Nick emphasizes that partnerships are a smarter growth channel than relying solely on ads.

  • Paid marketing costs keep rising, while partnerships can scale without heavy spend.
  • Sellers gain trust instantly through warm introductions instead of cold outreach.
  • Building genuine connections creates opportunities that ads can’t replicate.
Big Idea: Growth accelerates when you trade value, not just clicks.

Community Is the Real Competitive Advantage

Nick highlights the importance of surrounding yourself with founders and operators, not just consultants.

  • His curated WhatsApp community of 600+ founders is a hub for high-level discussions.
  • Members are vetted to ensure trust, respect, and value-driven contributions.
  • The group thrives without strict rules—authenticity drives engagement.
Smart Play: Your network is your net worth—curate it intentionally.

Webinars That Win: Short, Sharp, and Value-First

With 300+ webinars under his belt, Nick knows how to deliver engaging virtual events.

  • Keep talks short—5–10 minutes per speaker with actionable takeaways.
  • Require speakers to promote, ensuring broad reach and accountability.
  • Focus on variety—new speakers bring fresh perspectives and energy.
Actionable Insight: Respect attention spans. The best webinars are concise, collaborative, and packed with value.

Global Expansion: Why Europe Is the Next Big Play

Nick sees massive opportunities for US sellers to expand internationally, especially into Europe.

  • Europe has 750M buyers and the highest average order value worldwide.
  • Many US sellers avoid it due to VAT and compliance, but the right partners simplify the process.
  • Reviews transfer cross-border, giving established brands a huge edge.
Strategic Move: Enter Europe now—early adopters capture premium markets before competition catches up.

Partnerships as a Sales Philosophy

For Nick, giving value upfront is the most powerful sales tool.

  • Help people first—even if they don’t become clients, they may become partners.
  • Referrals and introductions build brand authority and trust over time.
  • Sales becomes natural when it’s rooted in relationships, not transactions.
Pro Tip: The best way to sell is by helping. Every conversation is an opportunity to add value.

Connect with Nick Penev

Final Thoughts

Partnerships aren’t just a growth channel, they’re a mindset. By focusing on community, collaboration, and helping first, eCommerce founders can scale smarter and faster than competitors chasing ads alone. Nick Penev’s journey proves that real growth comes not from transactions, but from the trust and value you build with others.

For more insights like these, subscribe to The eCom Growth Show, where partnerships fuel growth and eCommerce brands thrive.