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Envato success story

An Australian company based in Melbourne, Envato manages a galaxy of powerful marketplaces like ThemeForest or CodeCanyon. This marketplace offers an impressive array of digital products for companies: WordPress themes and plugins, scripts, video effects, PDF templates, infographics, …

What steps led to the creation of Envato? What services does the Envato empire offer? How does this creative community work? Story of a Envato success story.

The birth and development of Envato : 

Initially, Collis and Cyan Ta’eed, the founders of Envato, began their collaboration in 2004 around GoodCreative, a company that focused on design for charitable causes. It was the sale of Flash files on the web that gave them the idea to found Envato, a digital market that focuses on the sale and purchase of digital products and creative services. Thus, everything began with the development of FlashDen (now ActiveDen in 2009), a market dedicated to Flash files.

Initially named Eden in 2006 by its founders Collis and Cyan Ta’eed and Jun Rung, Envato has started to become known as a market place for the sale and purchase of Flash-based products. In 2007, Envato also inaugurated Psdtuts +, a Photoshop tutoring website. Tuts + has gradually expanded to offer thousands of tutorials that touch many areas: graphics, illustration, music, audio, video, photography, 3D, animations, …

It is in 2008 that the company operates a new turn with ThemeForest through which it offers WordPress themes. Already having a market place for music and another for Flash, the founders of Envato decide to diversify by creating a new market place devolved to webdesign and WordPress.

ThemeForest is immediately a big hit, growing quickly and becoming the market leader in the sale of web themes and templates. Only 4 years after its creation, in 2012, there were already more than 1600 WordPress themes on sale on ThemeForest, the best-selling had sold more than 15,000 copies, ie a sale of more than half a million dollars! Since ThemeForest has continued its expansion. 2016 was a landmark year in which 2,532 new WordPress themes were added to the market, an increase of 46% in the inventory of WordPress themes in one year.

Thanks to a targeted expansion and the diversity of services offered, Envato has had tremendous success. Nearly ten years after its creation, in 2015, Envato already earned more than 400 million euros.

The different “planets” of Envato : 

Necessary for expanding the different areas of a website, Envato offers many low-cost digital products created by a global community of designers, developers, illustrators, photographers and producers. The Envato galaxy includes a network of sites and products classified in 5 different services: Envato Market, Envato Studio, Envato Tuts +, Envato Sites and Envato Elements.

Envato Market

This commercial site on which many creative offer over 9 million digital products (templates, scripts, plugins, videos, 3D, …) allows bloggers and webmasters to find a new design and innovative functionality for their site. This community is accessible through different platforms:

1 – Audiojungle : multiple sound effects for movies, promotional videos, jingle, video games, podcasts, …

2 – Themeforest : diffusion of themes for WordPress, Joomla, Drupal, Magento, …

3 – Videohive : footages, animated videos, videos for your communications, …

4 – Codecanyon : scripts, themes and plugins for WordPress.

5 – GraphicRiver : logos, flyers, banners, icons and various other graphic elements for websites.

6 – PhotoDune : photos and images, with categories such as technology, business, food, travel and fitness.

7 – 3DOcean : 3D models, plugins and other elements to improve games and animations.

Envato Studio

In 2013, Envato launched Microlancer, an independent market of creative and technical services where you can buy different creative and technical services at a fixed price: logo creation, illustration, WordPress customization, content writing, video production, … 2014, Microlancer was renamed Envato Studio.

Envato Tuts +

Envato Tuts + is an educational library of over 21,000 free tutorials on web development, design, photography, video, music, … Hundreds of online courses are also available that have already attracted hundreds of millions of students.

Envato Sites

As a website builder, Envato Sites provides the opportunity to create a website that specifically addresses specific needs and criteria. With this community of website builders, you do not need coding or design knowledge to create your site.

Envato Elements

Designed by a community of designers and independent graphic designers, Envato Elements is a subscription that entitles you to unlimited downloads of themes, plugins, graphics, photos, fonts, … With more than 400,000 products available, it is proving to be a true graphic library in which the subscriber can tap to succeed his graphic projects.

A community with constraints

Integrating a marketplace like Envato to sell its creative products has advantages, including the benefit of their significant traffic. Envato’s ThemeForest and CodeCanyon are indeed the main markets for WordPress plugins and themes.

With their 7 million subscribers, both markets seem to be a lucrative place to start selling its digital products. Some examples can confirm this reflection. For example, Avada, the best-selling WordPress theme on ThemeForest, has already generated more than $ 16,000,000 in gross revenue. However, these few impressive figures should not make us forget that for the majority of authors the reality is quite different.

Concretely, authors who join Envato can sell their articles exclusively or not. Envato collects a royalty at each sale. The fees can vary from 12.5% to 55% and notably be considerably higher for non-exclusive authors.

Only some developers stand out, especially with the status of “Power Elite Author”, and find a place in this very competitive world.