hellochoice.co.za
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The Ghost in the Machine
A $1.8M Wholesale Ghost with 100% 'undefined' Traffic
In a digital age obsessed with scale, HelloChoice.co.za presents a fascinating paradox: a $1.8M revenue business running on a Ghost CMS that appears to be a ghost itself. With a homepage title simply reading 'Oops...' and 100% of its traffic originating from an 'undefined' region, this isn't just a B2B wholesaler—it's a digital mystery.
"When your homepage says 'Oops...' and your traffic source is literally undefined, you're either making a fortune offline or you've become a digital ghost."
The Invisible Enterprise
With only 13 employees generating $1.8M in revenue, HelloChoice achieves an impressive $138K revenue per employee—well above industry standards for wholesale. Yet their digital footprint is minimal: 810 monthly visits with 66% direct traffic. This suggests a business built on relationships and legacy contracts rather than SEO or digital marketing. The 'Oops...' homepage isn't a bug; it's a feature of a company that doesn't need the web to close deals.
Tech Stack Contradictions
Their stack tells a story of ambition meeting reality. Ghost CMS (typically for blogs) powers a wholesale site. Angular suggests dynamic web apps. Mapbox implies location services. Yet the output is minimal. This isn't a tech failure—it's a strategic choice. They're using modern tools to maintain legacy operations, not to scale digitally. The 'schoice.co.za' keyword (220 monthly searches) hints at a brand evolution or rebranding that never fully materialized online.
The 20% organic traffic is particularly telling. With only 810 monthly visits, that's roughly 162 organic visitors—likely existing customers searching for the brand directly. The 66% direct traffic (534 visits) confirms this is a relationship-driven business. In wholesale, this isn't a weakness; it's the model. Digital presence is just a business card, not the engine.
- Revenue-per-employee ratio of $138K suggests extreme efficiency
- Traffic anomaly ('undefined' geography) implies tracking issues or niche B2B targeting
- Tech stack (Ghost + Angular) indicates a hybrid approach—static content with dynamic capabilities
- The 'schoice.co.za' keyword suggests a domain or brand transition in progress
HelloChoice isn't failing digitally—it's ignoring it.
In wholesale, sometimes the best website is the one your customers don't need to visit.
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HelloChoice
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About hellochoice.co.za
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Technology Stack
hellochoice.co.za uses 4 technologies across their website including Mapbox, Google Fonts, Ghost, and more.
Maps
Mapbox
Fonts
Google Fonts
CMS
Ghost
Frontend Frameworks
Angular
Traffic & Audience
hellochoice.co.za receives approximately 810 monthly visitors. The website has a bounce rate of 21% with visitors viewing an average of 3.9 pages per visit. Users spend an average of 2:18 on the site.
The majority of hellochoice.co.za's traffic comes from .
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