The Sneaker Game

The Sneaker Game

You don’t have to be a sneakerhead to know that sneaker sales can offer an incredibly lucrative ecommerce opportunity. You’ve probably heard about Kanye’s Yeezy protype selling for $1.8 million. It may seem incomprehensible that someone would pay so much for a pair of sneakers. But entrepreneurs have been making a killing on shoe sales since the first release of Nike’s Jordan’s in 1984. In the last decade, the internet has made those sales incredibly competitive. In fact, new releases now are sold out in a matter of minutes, if not seconds. So how does one break into the sneaker game as a newbie? Let’s explore!


One of the biggest reasons that these shoes sell out so quickly is due to sneakerbots. Tech-savvy entrepreneurs will utilize software called bots (see our previous post) to automate the checkout process that will outperform humans at lightning speed. By the time, a regular shopper clicks “Add to Cart”, a bot will have competed the purchase sometimes 20 times over.

Purchasing bots

There are many companies that specialize in sneakerbots specifically. Not all bots are created equally. Some companies rent bots out for set time periods. Dedicated bots can also be purchased for thousands of dollars, though that is likely best left for the more seasoned and established buyer. Educating yourself and purchasing from known and reputable companies is the best way to go.


If you’re keen to start your dive into the world of sneakerheads, your best bet is to join a Discord server. Many of these dedicated groups charge a nominal membership fee, but the knowledge you gain access to will be well worth the money. You can gain insights on which bots are seeing success, when new drops are rumored to happen, tips on what your resale price should be and tricks to help you optimize and “game the systems” of various websites to ensure your purchases succeed.


So, your bot works, and you scored big on a pair that cost $1,300 and sold out in 8 milliseconds… now what? Now you head over to eBay, Shoppify, Depop or another reseller marketplace. Check out the competition (there is always competition) and price your kicks accordingly. Often, high-value shoes can go for triple or quadruple the cost of retail, depending on scarcity.

The Bottom Line

The sneaker game is not for the faint of heart. It takes time, patience, skill, and knowledge to be able to make consistent money off shoe sales. But, if you’re already versed in ecommerce and have some knowledge of botting, or have the dedication to learn, you may want to dip your toes into the game.