How MrBeast built a $250M+ Shopify empire (and what merchants can learn from it)
MrBeast (Jimmy Donaldson) has 476+ million YouTube subscribers, a net worth estimated at $2.6 billion, and two Shopify-powered stores that collectively generate hundreds of millions in revenue. He started selling merch on Shopify in 2018 when he had just 3 million subscribers. His Feastables chocolate brand, launched in January 2022, sold 1 million bars within 72 hours, hit $250 million in annual sales by 2024 (outearning his YouTube channel), and is projected to reach $500M+ in 2025.
This is not a celebrity endorsement story. It is a case study in how the biggest creator in the world chose Shopify as the backbone for his commerce operations, and what regular Shopify merchants can learn from the decisions he made. The product page design, the variant strategy, the checkout flow, the marketing mechanics. All of it translates to stores of any size.
In this post
- The two Shopify stores
- The Shopify partnership
- Feastables store breakdown
- What regular merchants can learn
- Variant and product strategy
- FAQ
The two Shopify stores
MrBeast runs two distinct Shopify stores, each serving a different purpose:
ShopMrBeast.com is the merchandise store. T-shirts, hoodies, accessories, and limited-edition drops tied to video events. The store handles massive traffic spikes (millions of viewers hitting the site simultaneously after a video drops) which is one of the reasons Shopify was chosen over platforms that buckle under load.
Feastables.com is the DTC food brand. Chocolate bars, cookies, and snacks. Launched in January 2022, Feastables is a real CPG brand, not just merch. It is sold in Walmart, Target, and convenience stores alongside the DTC Shopify channel. The Shopify store handles online orders, subscription boxes, limited-edition flavors, and bundles.
Two stores, two different product types, both on Shopify. The merch store handles high-variance, low-SKU drops (new designs every few weeks). The food store handles consistent SKUs with flavor variants, multi-packs, and subscription options.
The Shopify partnership
Well, MrBeast x Shopify is one of the most high profile creator-platform collaboration in e-commerce, and the partnership goes far beyond a simple brand mention or product placement.
- Sponsored content: Two major YouTube videos (combined 415+ million views) featured Shopify integrations woven into the video action, not standard ad reads. In one video, limited-edition collectibles were priced at one cent, causing the Shop app to surge to the top of the Apple App Store.
- Physical activation: “Shopify x MrBeast Heist” was a sold-out 3-day scavenger hunt at Shopify’s SoHo retail space in NYC (October 2023). 1,600+ fans attended. One winner took home $10,000. MrBeast made a surprise appearance.
- #PitchMrBeast: A TikTok contest where Shopify merchants could pitch their businesses for a $10,000 investment from MrBeast. This tied the partnership directly to merchant success stories.
- Shop App gifting: During Holiday 2023, fans could request gifts from MrBeast through the Shop app. Hundreds of thousands of gift requests were sent, driving massive Shop app downloads.
- Dedicated landing page: shopify.com/mrbeast positions Shopify as “the commerce platform chosen by MrBeast.”
“We wanted to showcase entrepreneurship in a more approachable and exciting way” – Brennan Loh, Shopify’s Director of Brand Marketing | “There’s a ton of potential – it’s only just starting” – MrBeast (13-25 year old audience).
Feastables store breakdown
Note worth studying on The Feastables Shopify store. This is different from typical food/CPN stores in a number of ways.
Visual design: Retro/neon style with many animated features (dripping chocolate and floating candies etc). This theme has a 9 page lookbook, and is very highly customized, different from most Shopify themes as it is designed to match the specific brand identity of MrBeast’s YouTube videos and therefore not a generic template.
Product organization: Feastables has three different variant flavors of chocolate bars (Chocolate, Peanut Butter, Crunch, Deez Nutz) and then lists 2 different multi-packs (6-pack, 10-pack) as separate products with different prices. This is the multi-pack combined listing strategy that we recommend for food and supplement stores.
Cart looks amazing and implements some nice CRO techniques such as suggesting customers to purchase additional products to go with their current order, in this case chocolate bars to go with your chocolate bar (nice) – a drawer style popup as well. It was also correctly displaying the variant images for each product inside the cart. Nice. So far, this theme looks very impressive. The home of sweets UX looks nice too, a nice drawer style cart as shown below.
SMS-first marketing: The popup asks for your phone number, not email – SMS has higher open rates and faster conversion for impulse purchases like chocolate bars, and this strategy has yet to be widely adopted by Shopify stores.
Limited editions: Seasonal flavors and special editions create urgency. These come and go from the store, creating a “check back often” behavior. This is real scarcity, not fake countdown timers. The product literally does not exist after the run sells out.
What regular merchants can learn
MrBeast has advantages most merchants do not: 476M subscribers, a $2.6 billion net worth, and a team of hundreds. But the structural decisions he made on Shopify apply to stores of any size:
- Product page imagery sells the product. Feastables product photos are vibrant, consistent, and match the brand. No generic white-background shots. Every image reinforces the brand identity. For your store: invest in product photography that matches your brand, and make sure each variant shows its own images.
- Separate products for separate price points. Single bars, 6-packs, and 10-packs are separate products, not variants of the same product. This avoids the misleading “From $X” problem and gives each pack size its own images and description. Use combined listings for multi-packs.
- Visual variant display matters. Flavor selection uses visual elements (product photos showing the chocolate bar label), not text dropdowns. Customers see what they are choosing before they click. Use color or image swatches instead of dropdowns for visual options.
- Cart upsells work. The drawer cart with “add a cookie” suggestions is a proven revenue multiplier. If you do not have cart upsells, you are leaving easy money on the table.
- SMS over email for impulse products. If your average order value is under $50 and your product is an impulse buy, SMS may outperform email for marketing. Consider collecting phone numbers instead of (or alongside) emails.
- Brand consistency across every touchpoint. The Feastables website, packaging, YouTube thumbnails, and social media all share the same visual language. Your Shopify store should feel like a natural extension of wherever your customers first discovered you.
Variant and product strategy
Looking at how MrBeast’s stores handle product variants reveals smart structural decisions:
ShopMrBeast (merch): These products have Color and Size variants, and the store uses standard Shopify variants. Since there are frequent limited-edition drops, keeping the catalog small (few products, high urgency) is more effective than creating a large number of combined listings to account for different designs over time.
Feastables (food): The primary variant is Flavor. Pack sizes are separate products. Bundles (variety packs) are their own products with a selection of different flavours included. The store uses a product grouping strategy where single bars, multi-packs and variety packs are all separate products.
For similar range of products (multiple flavours, sizes etc) within a shop, having Rubik Variant Images to display the different forms of a product within a shop, and Rubik Combined Listings to display related pack sizes etc, is similar in structure to Feastables but with 1/3 of the development effort.
“Thanks Rubik! This is now the best app I have for Shopify. It was so easy to set up and customize the design elements to match our site. You can’t imagine how messy our set was before this app! Now it’s perfect! Truly changed our store for the better and made my life a LOT easier.”
The Amma Shop, US, Rubik Variant Images on the Shopify App Store
Frequently asked questions
Does MrBeast use Shopify?
Yes. Both ShopMrBeast.com (merch) and Feastables.com (chocolate/snacks DTC brand) are run on Shopify. He started using Shopify in 2018.
How much does Feastables make?
Feastables sold 1 million chocolate bars within 72 hours of launch (January 2022) and hit $250 million in annual sales by 2024. The brand is now in 30,000+ retail locations across the US, Canada, and Mexico (Walmart, Target, 7-Eleven) alongside the Shopify DTC channel. Projected revenue for 2025 is $500M+.
What Shopify theme does MrBeast use?
Feastables uses a heavily modified Shopify theme with a retro/neon design, this is not the default theme found in the Theme Store and is fully customized to reflect Feastables branding. In contrast, ShopMrBeast has a standard merch type layout that is also fully customized to reflect MrBeast’s branding.
Can a small Shopify store replicate MrBeast’s strategy?
Building some structural elements, Yes, you can build separate products for pack sizes, showing different visual variants, promoting cart upsells and really heavy product photography at any budget. The marketing reach (476M subscribers) is not replicable, but the principles of building out the store architecture and the product pages can definitely be applied to any store.
Is Shopify good for food and DTC brands?
Yes. Feastables, our latest case study, proves our point at scale. We use Shopify to handle things like product variants (for things like flavors and sizes) and subscriptions, as well as the strange, multi-pack product structure that we have. And we’ve had to scale from a single chocolate bar generating a handful of sales to millions of dollars of revenue. All without having to move the platform.
