Why I Stopped Chasing Algorithms and Started Creating Experiences

By Alicia McCalla

I didn’t set out to be a creative entrepreneur. I set out to tell stories that mattered.

But somewhere between navigating traditional publishing and trying to fit into the fast-paced indie world, I realized neither path was built for someone like me. After the devastating loss of my son, I found myself not only grieving—but completely disoriented in my creative life. The speed, the noise, the hustle… it all clashed with the quiet, philosophical, soul-deep way I needed to rebuild.

So I did something radical:

• I stopped trying to fit in.
• And I started building something that fit me.

The Moment I Reframed Everything

Most writers know the terms “trad author” and “indie author.” Some have heard of “direct-sell” author too—those who offer their books via Gumroad or Squarespace or newsletter checkout links. But none of those labels fully captured what I was building.

I wasn’t just offering an added retailer option. I was creating an ecosystem.

One where readers could experience immersive, collectible fiction. One where serialized stories lived beside premium-edition lore books, journals, guided meditations, soundtracks—even merch inspired by superheroes, vigilantes, goddesses and monster hunters. One where the world didn’t just end with “The End.”

This wasn’t about sales funnels—it was about story funnels. Not just buy buttons—but experiences my readers could return to again and again.

That’s when I realized:

• I’m not made to be a hybrid or direct-sell author.
• I’m an eCommerce Author in the "Bookish" Retailer category. 
• A creative entrepreneur of stories and spaces.

What Makes an eCommerce Author Different?

Here’s how I define it:

• Profit-first, marketing-first model. I design with revenue in mind—not as an afterthought, but from the very beginning. I believe in creating reliable income that honors my work.
• Deep product funnels. I don’t just sell a single book. I invite my readers into an unfolding storyworld with layered products, merch, and content that increases Average Order Value (AOV).
• Branded experience. My Shopify store isn’t just a shop. It’s a destination—a curated environment that reflects the vibe of my stories, from visuals to voice to checkout flow.
• Reader transformation versus transactions. My goal isn’t just to sell. It’s to shift something inside my reader. To offer empowerment, reflection, courage, and connection.

This mindset has been a godsend during my slow-build comeback. No rush. No “rapid-release pressure.” Just sustainable growth, aligned creativity, and space to breathe.

The Reality Check

The other day, I made a $48 sale on my Shopify store. A reader bought my print book, a companion workbook, and a sticker—all part of a bundle my site suggested through “frequently bought together” automation. That one transaction brought in more revenue than several retailer sales combined and I was paid in 2-days. In comparison on the same day, Amazon deposited $3.28—my delayed royalty from three books sold 60 days earlier. 

Both were legitimate sales. But the impact? Wildly different. The store sale was full margin. The buyer got a curated experience. I got to own the customer relationship—not rent it from a platform. And most importantly—it moved me one step closer to sustainable/reliable income. The Amazon royalty? It didn’t. That’s the power most authors haven’t tapped into yet. Because the mindset isn’t just about selling. It’s about owning your value.

Not One Path—But Many Quadrants

I’ve worn all the labels. I’ve been traditionally published. I’ve self-published. I guess some would say I’m a hybrid author. But none of those models made sense for me long-term. I’m not fast-drafting for whale readers. I do write to market but I add my branded spin on my books and products with my unique voice. I’m not chasing trends or the Amazon algorithm. 

I’m here to build something lasting. A world. A rhythm. A brand. A legacy business rooted in emotion, empowerment, and beautifully bold women.

And that’s why I believe authors don’t just need “more exposure”—We need ownership. Of our work, our platforms, and our pathways.

A Final Note on Connection

I don’t approach this work like a marketer. I’m a storyteller at heart—and I’ve found that the best way to “sell” is to serve through story. That’s why I focus on story-selling instead of shouting. My emails, flows, and content are built around emotional resonance and authenticity, not pressure or gimmicks. I show up as myself. I let the stories carry the invitation. And I trust that the right readers will feel it. That shift—from pushing to connecting—has made all the difference.

So if you’re a creative who wants to build something real, something lasting, something true to you… I hope this gives you permission to do just that. Maybe you’re not just an author following the lead of everyone else. Maybe you’re an eCommerce Author too.

Find out if you’re an eCommerce author or even a hybrid. Take the author model quiz on my Substack: 

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About Alicia McCalla

Alicia writes Sistas with Skills, Swords & Superpowers. She blends speculative fiction, serialized storytelling, and entrepreneurial creativity into immersive experiences for readers. Her brand features exclusive lore books, vigilante heroines, and soundtracks that pulse with story. Follow Alicia on her Substack for quiet writer rebels: https://substack.com/@aliciamccalla