From a Tool That Helped His Wife Share Listings to Resellbot

In early 2018, Jordan O'Connor set a goal of earning an extra $500 per month by April. With student loans, a car loan, and credit card debt totaling about $200,000, half of his income was going to minimum payments. With a second child on the way, the household had no breathing room. He thought that if he missed the goal, he would have to take on another job.

O'Connor had studied electrical engineering and built programs at his company that supported manufacturing and inspection. He learned to control devices such as lasers and motors with software, cutting work time and making tools simple enough for other employees to use. He later studied web development and search engine optimization, trying homepage projects and marketing work, but he never settled on a business he could run for long. The automation skills, web development, and writing he picked up along the way went into building his own product.

The product started with Poshmark, the secondhand fashion marketplace his wife used. Sellers shared their listings with followers to attract buyers, repeating the same action across many items. O'Connor watched his wife and her friend do this work and said it could be automated. Early user conversations still record complaints about sharing more than 100 items one by one.

What he first built was a tool of a few lines of code that shared many items at once. His wife and her friend started using it, and O'Connor published the code for free on his blog. Over time, strangers began emailing him about once a week to ask how to use it. His wife and people around him urged him to sell it, but he dismissed the idea because the code seemed too simple.

In early 2018, O'Connor posted in the Poshmark community on Reddit to recruit test users. About 50 people joined on the first day, and users explained exactly which features they wanted. One asked whether items could be shared from the bottom up to preserve the arrangement of listed products. Once a small tool built for home use went public, it revealed how other sellers actually worked.

O'Connor collected the feedback and spent about four weeks building a product with a user interface and payments. The part that took the most time was connecting Firebase and Stripe to process payments. He required credit card registration from the trial stage and started paid sales in March 2018. At launch the email list had about 200 people, and the first month brought about 11 customers and $350 in monthly revenue.

He set the subscription at $30 per month. His pitch was to pay one dollar a day and save time spent on daily repetitive work. It was a price he could explain without describing the size of the program or the hours spent building it. He could frame the value around the sharing work sellers had to do every day and the time it consumed.

In the second month after launch, monthly revenue reached $460. It fell slightly short of the original $500 goal, but O'Connor decided to keep going without taking another job. The money he earned was needed for the household and debt payments, so he could not reinvest much in advertising or paid marketing tools. Early customer growth had to come from methods that cost almost nothing.

The method he chose was bringing sellers through search. For the first three to four months there was almost no search traffic, so each time he added a feature he announced it again to the email list and Reddit to gain customers. Posts describing new features included relevant search terms, and he answered visitors' questions directly. As search traffic grew over time, new people discovered the product even while he was not posting in the community.

The product blog also stayed close to sellers' daily work. It explained how to photograph products, how to put brands and product names in titles, and what information belonged in descriptions. These posts reached people who were thinking about selling methods before they ever looked for an automation tool. When readers felt the need to reduce repetitive work, they could look at the product on the same site.

In March 2019, one year after launch, monthly revenue passed $4,500. In September of that year, O'Connor reported monthly recurring revenue of more than $12,000 with over 400 customers. At the time, he explained that most organic search traffic came from two or three blog posts. A small number of posts kept bringing in customers by answering sellers' questions.

As income grew, he also tested paid advertising. In 2019 he spent about $2,500 on Facebook ads promoting a post about Poshmark selling tips, and in September of that year he recorded about 2,200 organic search clicks per month from that post. The ads pointed to a guide explaining how to sell. He used both search and advertising to help potential customers find that guide.

O'Connor also handled customer support himself. In a September 2019 Q&A, he said he managed about 500 customers and had handled 62 support conversations in the previous month. When the same question repeated, he treated it as a signal that the documentation was unclear, that users could not find it, or that the product itself was hard to understand. While answering, he revised the documentation and the product so the next customer would not need to contact him about the same issue.

Once the business stabilized, he reduced his hours at his company in stages. In October 2019 he worked at his job from Monday to Wednesday and developed his own product on Thursday and Friday. In November of that year he left the job he had held for about seven years and focused on Closet Tools. His 45-minute daily commute ended, and he began running the business on his own schedule.

In June 2020, monthly recurring revenue reached $25,000, with active subscribers approaching 1,000. On an annual basis, that was about $300,000 in recurring revenue. Search engine optimization remained the most important source of customers, and he also ran Google search ads actively. O'Connor explained that adding features that helped sales results also increased word of mouth from existing customers.

When his third child was born at the end of June that year, he stopped writing code for about three months and provided only email support. The subscription business kept running during that period, and revenue grew. At the end of the year he reported 1,356 customers and about $37,900 in monthly recurring revenue. The product and customer channels he had already built kept working while development paused.

That rapid growth gave O'Connor confidence about competition. In October 2020 he wrote that the number of similar competitors had grown from one in the early days to about 20. Talking publicly about his revenue and user numbers drew interest from other developers, but he did not lower his price to follow cheaper competing products. He kept his focus on improving features and supporting customers, aiming to keep customers willing to pay that price for his product.

In 2021, growth stalled. In a January 2022 retrospective, O'Connor said Closet Tools was earning less than a year earlier. He had spent less effort on marketing, competitors backed by influencers had appeared, and documentation for new features had not kept up with development. The first-run experience had also become more complicated, with more features and friction while the price stayed the same.

The revenue decline also exposed gaps in his personal financial management. O'Connor had assumed income would keep rising and had not set aside enough money for taxes, later reaching a point where he had to reserve more than 70% of current income to prepare for the prior year's taxes. Afterward he changed his approach so that incoming money was split by fixed percentages for taxes, living expenses, savings, and investments. He began separating how much of the business income he could actually spend.

The product also accumulated friction from its structure as a browser extension. Users had to keep their computers and browsers on to run automation, and work stopped when the browser closed. Chrome updates sometimes broke features, and managing multiple seller accounts was cumbersome. O'Connor decided to change where the product ran in order to address these limits.

On July 30, 2025, he announced that Closet Tools would become Resellbot. Automated tasks moved to his own servers so users no longer needed to keep their computers on. Multiple seller accounts could be handled from one management screen, and settings and status could be checked by phone while away. Existing features such as sharing items, following, and proposing prices to buyers who liked items continued in the cloud.

For existing customers, he made the cloud service available at no extra cost during the transition. The same subscription covered both the extension and the new service, giving customers time to move familiar work over. The extension would be phased out over time, but without forcing customers to change how they worked right away. Even while rebuilding the product, he preserved existing subscription relationships.

As of September 2026, Resellbot has expanded from Poshmark automation into broader selling work. It offers features for researching eBay and eBay Live sales history and transaction prices, and it backs up product descriptions and photos across eBay, Poshmark, and Mercari. Judging what to source and storing information about listed products have both become part of the product. A tool that once helped his wife share items has grown into a business supporting sellers working across multiple marketplaces.