“I’m thinking about starting an eCommerce Brand. Where do I start”
A good friend recently asked me this, and after helping operate 50+ eCommerce businesses, here’s what I shared:
Founders/Brand/Community > Products: Most products aren’t revolutionary and actually are quite undifferentiated. What does stand out is a founder who’s engaged and hands-on. Brands that foster real community and founders who respond to DMs or customer inquiries make the difference. People choose brands for connection, not just because a shirt is 85% vs. 86% cotton.
eCommerce is tough. Be prepared to hustle: At the start, keep operating expenses tight and do the work yourself. This isn’t the “work from the beach” lifestyle – it’s hustle mode. Run your own social media, launch Meta ads, send email campaigns. If you don’t know how to do it, learn.
First Sales = Marketing. Repeat Sales = Product + Customer Support + Community: Great marketing brings in first-time customers, but epic products, strong communities, and killer customer service drive repeat business. I see many brands excel at one but struggle with the other. Long-term success comes from nailing both (with a few exceptions).
Meta is the Gatekeeper of eCommerce – and there’s a toll to pay. Meta (Facebook & Instagram) ads are where most brands scale. Unless you have a distinct advantage elsewhere (influencer, Pinterest, TikTok Shop), focus most (90% or more) of your marketing efforts here. Meta ads have been rocket fuel for countless brands – don’t get distracted by shiny new channels. You can have a really successful business just by figuring out Meta.
Know Your Numbers. Gross margin, contribution margin, operating expenses, cash flow – these numbers aren’t optional. If you don’t know them, it’s like flying a plane without understanding cabin pressure or altitude. You
must know your numbers to grow your business sustainably. I’m often surprised by how many founders with sizable brands don’t know these key metrics.
