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We helped take a 100% compostable tech accessories brand from Canada to China via e-commerce. 

Pela case study


Key Deliverables

The client

Pela was founded in 2010 to tackle the problem of plastic waste in ocean waters – 1 billion plastic phone cases are sold globally every single year.

The Canada-based firm is the creator of the world’s first 100% compostable, eco-friendly iPhone and Android phone cases. The company now makes compostable AirPod cases and smartwatch straps too.

With plans for international expansion, Pela decided to take its mission and product to China.

The challenge

The mobile phone accessories market in China is forecast to reach USD $48.2 billion by 2027.

Enormous opportunity, but a competitive market. As well as being one of the world’s largest markets for mobile phone accessories, China is also one of the largest producers of such products. 

Demonstrating why Pela is different from the millions of other mobile accessories companies would be critical to success.

Our solutions

WPIC provided insight into which handsets are popular among Chinese consumers. Some of the phones that Pela designs cases for aren’t available in China at all— like the Google Pixel. That type of insight enabled Pela to select which of its products to take to market in China.

WPIC designed and built Pela’s e-commerce storefront. Tmall was chosen because it’s responsible for 60% of China’s annual e-commerce market. Translated and localized content was also provided — both for the store and for marketing campaigns.

WPIC provided insight into which handsets are popular among Chinese consumers are among the savviest on the planet. A strong brand narrative is hugely important in drawing consumers to new, unknown products. 

Pela has a distinct brand story. The brand was born after founder Jeremy Lang went on vacation to Hawaii with his family, and they noticed how much plastic was everywhere. Jeremy went on to make a plastic substitute, which is what Pela’s products are made from.

WPIC worked with Pela to convey its narrative in a way that would resonate with Chinese consumers — providing detailed information about the product and material, and an in-depth view of Pela’s mission and values. The brand’s story is a core part of its Tmall store.

We’re providing insight to Pela on an ongoing basis — to guide the development of new products.  

Once the right products were selected, an effective pricing strategy could be formulated.

WPIC extracted data from Discripto to analyze competitor pricing. This enabled Pela to establish a pricing range that would be competitive in the market.


Pela’s Tmall store has a 5-star rating and performs highly across all of Tmall’s customer service indicators (Chinese consumers rely heavily on customer reviews, and so a high store rating is critical to success).

Since the store launched, WPIC has been running various marketing campaigns to drive store traffic and generate sales — which continue to grow.

Do you have a similar project in mind?

We don’t just work with the biggest brands. Our clients include many small to medium-sized organizations, non-profits, and start-ups.

Just tell us what you want to achieve, and we’ll let you know how we can help you. You can also check out more of our work in Asia-Pacific.

Need help?
We have solutions.

Lean on our 15 years of expertise to grow your brand effectively in Asia-Pacific. Contact us and we will set up a call to discuss your requirements in detail.

Tmall Partner award
TP100 award
EY award
WEC award
CCBC award