“We wanted a grown up solution for experimentation.”

Stuart Allen

Head of Product, Secret Sales

What they found with Statsig was so much more—a way to unify their product data, empower their engineering team, and challenge their assumptions about how to build a world-class marketplace.

Secret Sales and Statsig

Secret Sales, a UK-based e-commerce marketplace, has leveraged Statsig to transform their approach to product development and experimentation. With a mission to be the leading off-price destination in Europe, Secret Sales operates in a complex ecosystem with lean product and engineering teams.

Stuart joined in April 2024 to lead the transformation of Secret Sales product development process. One of the first things he wanted to do was expand access to data tools.

At previous companies, Stuart lacked the ability to run experiments and collect data on what was shipped. He was super excited to lean into a more data-driven approach at Secret Sales.

When he first discovered Statsig in 2023 he was drawn to its “grown-up” solution for experimentation and warehouse-native capabilities.

What stood out to Stuart was that Statsig wasn’t just another A/B testing tool for tweaking button colors on the front end. It was a solution designed to fundamentally understand how actions drive reactions, leveraging data to uncover meaningful insights.

Building a Single Source of Truth

Before Statsig, Secret Sales faced challenges managing fragmented first-party data and lacked a reliable logging framework. At the same time, they wanted to maintain control over their data and their own source of truth.

“The warehouse native model was exactly what we were after. We wanted a system that would log metrics into our warehouse, then let us use that data for experimentation plus any other tools we need.”

Stuart Allen

Head of Product, Secret Sales

Today, they use Statsig’s SDKs to log product metrics directly to their warehouse – and saw significant improvement in accuracy relative to their previous logging framework in GA4.

“We measured it: comparing purchase events in our internal system to the same events in Statsig and GA4. GA4 underreported orders by about 10%, while Statsig’s SDK was only off by 1-2% - which is the sort of variance you expect with any parallel system.”

Stuart Allen

Head of Product, Secret Sales

Now, Secret Sales uses Statsig data in their warehouse as the canonical source for product data, giving their team a single source of truth across all product dashboards.

Empowering Engineering Teams

“Our developers love working with Statsig. You can tell the product is built by engineers. The documentation and support make it incredibly easy to implement and iterate.”

Stuart Allen

Head of Product, Secret Sales

Although Secret Sales initially brought in Statsig for experimentation, they rapidly started using Statsig for feature management – leveraging Statsig to manage the configuration of 5 websites across Europe. Dynamic configs, in particular, have become a cornerstone, allowing the team to push updates across their five sites almost instantly.

“We're using dynamic configs for everything. It allows us to serve features to staff first, tweak them, and ship confidently. The speed- seeing changes take effect in under 10 seconds - has been a game-changer.”

Stuart Allen

Head of Product, Secret Sales

This type of online testing in production has helped them find numerous bugs that they otherwise might not have found until post-production release. One recent example was a banner that was only live in their product environment, which interacted with a feature they were planning to release.

In one instance, they had a banner that was live in their production environment but not in their test environment. They didn’t see it until they did an internal rollout of a config change but otherwise, they might have shipped it to all their users.

This efficiency has been amplified by direct support from Statsig’s technical team. Through Slack, Secret Sales engineers are able to get immediate assistance from the Statsig engineering team, making the onboarding and troubleshooting process much easier.

“The direct contact through Slack is unparalleled. I even had Vijaye (Statsig's CEO) answer a question at 1 a.m. Statsig is a company deeply committed to its customers.”

Stuart Allen

Head of Product, Secret Sales

Accelerating Experimentation to Challenge Assumptions

Despite having A/B testing previously, Statsig has allowed Secret Sales to shift gears to now using advanced experimentation and feature gating for all changes, running over 40 experiments in just three months.

One particularly impactful example involved testing a new recommendation model in the checkout flow, which unexpectedly led to a 3% decrease in completion rates.

Before using Statsig, the team would have assumed that adding recommendations to the checkout flow would boost revenue. This experiment revealed the opposite—helping the team to iterate on their hypothesis moving toward an approach that would yield statistically positive results.

Scaling with Statsig

Statsig has become the backbone of Secret Sales’ feature release and experimentation processes. The team uses Statsig for configs, gates, and event logging while extending its data to power dashboards in Looker and Retool. Statsig’s philosophy on democratizing data has allowed Secret Sales to replicate queries, ensuring they’re in control of their insights.

As Secret Sales grows, its partnership with Statsig will play a key role in supporting their efforts. By utilizing experimentation and feature management tools, Secret Sales aims to foster innovation and enhance customer experiences, helping them adapt to the changing e-commerce landscape.

About Secret Sales

Founded in the UK, Secret Sales is a fast-growing e-commerce marketplace redefining the off-price retail experience. Focused on premium fashion, beauty, and homeware, Secret Sales partners with hundreds of global brands to offer exclusive, discounted inventory in a brand-safe environment. Today, Secret Sales serves millions of shoppers across Europe—helping consumers discover premium products at unbeatable value, while enabling brands to extend their reach, protect margins, and drive sustainable growth.