Mistakes in e-commerce. 33 lessons for every online store start-up.


Mistakes in e-commerce

Embarking on the journey of launching an online store is like setting sail in a vast digital sea, where every wave presents an opportunity and every storm a lesson. In the ever-evolving world of e-commerce, triumph is often forged by the skillful navigation of the turbulent waters of mistakes in e-commerce and setbacks. Join us on a voyage through 33 invaluable lessons that every online store start-up should embrace.

You won’t avoid all e-commerce mistakes, of course. This is an inevitable part of the learning and growth process. But if you can avoid at least some of them, it’s worth it.

The list is based on my own experience with my own online store. I share the lessons. I would give them to anyone who came to me and asked what e-commerce mistakes I made in the beginning.

E-commerce mistakes on a real example

Let’s base my thesis on one of the online stores I founded. In short: niche e-commerce for outdoorsmen and animal lovers, with an emphasis on equestrians and dog lovers.

A few additional details to start with, to give you an idea of what I’m talking about (so you can more easily relate to what I discuss below):

  • The store was primarily built by me, with occasional assistance from a few individuals.
  • I bootstrapped the entire venture without external funding, such as investors, grants, or subsidies, and without borrowing money from any source, including loans or credit cards.
  • In general, the assumption is that I invested primarily my time and only the necessary amount of money.
  • I learned from my e-commerce mistakes, and I don’t get frustrated, as this is not a business I intended to rely on for my immediate income.
  • This was a marathon, not a sprint. It was meant to grow into a healthy, revenue-generating business in the long term.
  • It was supposed to be international.

So much for the introduction, let’s get to the specifics. Enjoy.

33 Lessons for Online Store Start-ups: Avoiding E-commerce Mistakes

Some of the presented e-commerce mistakes are quite simple and obvious, while others may not be. If any of the discussed points have piqued your interest and you’d like to delve into them in more detail, please let us know.

1. Good knowledge of the target group

I am an equestrian and a dog person myself. I have a dog, I ride horses, I have my own horses, I compete, and I know other dog and horse people—quite a few of them. So I didn’t find it applicable to do in-depth research. It seemed to me that I knew perfectly well to whom I would be selling. 

Lesson #1: Do research on your target audience. Even if you think you know it.

2. Make sure you have the right amount of products

This is one of the most common mistakes in e-commerce, especially among beginners. I never intended to create a store with the most extensive product selection or the widest range on the market. My interest lies in establishing a niche online store focused on equestrian, beach, and outdoor products, featuring only a select few manufacturers—those I personally trust.

However, this approach turned out to be misguided. In this industry, customers expect a one-stop shopping experience. They prefer not to navigate multiple websites to make their purchases. And for those who do prefer shopping that way, they typically go directly to the manufacturer’s website (an interesting fact is that, unlike many other industries, manufacturers in this field often operate their own online stores, creating a situation where they both supply you and compete with you).

Lesson #2: You don’t have to have the largest group of products on the Internet. But you won’t do business if you offer the customer only one or two products, and for the rest, they will have to go to your competitors.

3. Make sure there are enough manufacturers

My clients didn’t just want more products; they also wanted more manufacturers.

As it turned out, even if producer A manufactures both B and C, it doesn’t necessarily mean that customers will purchase both B and C from the same source. A significant portion of customers prefer to buy B from A and C from D. Others opt for B from D and C from E.

Well, I’ve made a significant shift in my approach.

Let’s assume we have three manufacturers: Marstall, Masters, and St. Hippolyt, all of whom produce feed for sport horses. In general, their products are very similar to each other. The composition differs very little, if at all. They have the same weight, and the quality is consistently excellent.

However, personal habits, recommendations from others, and individual beliefs lead to significant brand loyalty. One customer prefers feed from Marstall, another from Masters, and yet another from St. Hippolyt. When asked why they make these choices, they often can’t provide specific arguments; they simply have a preference.

To meet this diverse range of preferences, it’s essential to offer products from all three manufacturers in your inventory. Otherwise, customers may choose to shop elsewhere.

Lesson #3: You don’t have to have all possible manufacturers in the range. But you won’t do business with products from only one of them (assuming you’re not that manufacturer, of course).

4. Beware of products that nobody knows

A newly established store selling products that no one is familiar with can quickly lead to failure. It doesn’t matter whether the product you are selling is good or not, whether you believe in it or not, or whether you personally think it’s excellent. It’s irrelevant whether it has the potential to conquer foreign markets, whether it has an appealing appearance, a great taste, or it’s healthy.

If the manufacturer hasn’t effectively promoted it in your market, this product is unlikely to sell. This is especially true for an online store that is still unknown to potential customers.

Lesson #4: In a newly established online store, it’s a good idea to have an assortment of products that people are already familiar with.

5. Beware of manufacturers who lack recognition.

I’ve learned this from personal experience. The manufacturer in question is genuinely excellent, well-established in the Western market, and offers an outstanding range of high-quality products.

However, as with point 4, if this manufacturer lacks recognition in your market, their products may not sell well in your newly established online store. This is especially true if there are similar products available from another, more widely recognized manufacturer.

Lesson #5: In a newly established online store, it’s advisable to carry products from manufacturers that people already know.

6. Dropshipping is good, but…

Nothing groundbreaking, but still important to note. Dropshipping, as an operational method, is a very good idea in many situations. However, it’s not suitable for every scenario, every location, or every industry.

In some cases, particularly with certain types of products, it’s essential to maintain inventory on-site, even if it’s a small amount. This ensures faster shipping, enhances the buying experience, prevents delays caused by manufacturers or wholesalers, and avoids situations where your supplier fails to ship the required items.

I have encountered such situations on multiple occasions

Lesson #6: Dropshipping is not the ideal model for every circumstance. Its suitability depends on the type of business you aim to build and the kind of shopping experience you want to provide. Perhaps a hybrid model would offer a more suitable solution?

7. No storage is not necessarily a good idea

It’s directly related to point 6. Not having a warehouse has its undeniable advantages, primarily in terms of reducing business costs. However, for the type of business I operate and the shopping experience I aim to offer my customers, a warehouse is essential. It may be small, but it serves a crucial purpose.

To deliver top-notch service, I need to have some products readily available on-site and reduce reliance on suppliers and couriers.

Lesson #7: For a significant portion of online stores, having a warehouse, even a small one, is worthwhile.

8. Marketplace platforms and presence on them

It is possible to make mistakes in e-commerce, but it is also possible to make mistakes when we try to sell our products in marketplaces.

What have we found? First, customers are unlikely to buy the products I offer on them. Instead, they choose well-known online stores. Second, the competition on these marketplaces is so high that without additional promotional activities, you won’t make much money on them. Third, the margins on marketplaces can sometimes exceed the margin you have on a given product. Fourth, if you add up the cost of paying for additional promotional activities on the platform and the commission we have to pay the platform for the sale, you will find that the sum exceeds, and significantly exceeds, your margin.

I’m not saying that marketplaces are bad. Even today, I still claim that they are worth being on.

Lesson #8: It’s worth not spreading yourself too thin across numerous marketplace platforms. Focus on selecting one or maybe two that align with your strategy, and concentrate your efforts there. Additionally, carefully consider which products to list on these platforms and which to exclude. Create a comprehensive Excel spreadsheet that will help you analyze the potential profitability of each decision, avoiding reliance on intuition alone.

9. Price comparison sites

There are mistakes in e-commerce, mistakes in marketplaces, and mistakes in price comparison websites.

Today, I’m not entirely convinced if it was worth it.

If I were selling electronics, it would probably be worth it. If I were selling other everyday products where my potential customers could be almost anyone, I would definitely consider being listed on comparison websites. But for my product, not so much.

Lesson #9: Not every online store should be listed on price comparison sites. First, you need to conduct research to determine whether your target audience uses a specific platform for shopping. Are our competitors present on it? What will the promotion cost us, and how much commission will we need to pay, and for what?

10. It is worth ensuring an appropriate SEO strategy.

Many of us believe we understand SEO and internet marketing, but when it comes down to it, we often realize we don’t fully grasp it.

Allow me to share an example of some mistakes in e-commerce from my experience.

Until recently, I associated the ‘long tail’ primarily with content marketing, blog articles, and similar content-focused pages intended to convert readers into customers. I approached the SEO strategy for my online store with this mindset, believing that the key focus should be on optimizing the homepage and blog articles, which I considered to be my ‘long tail.’

It took me several months to realize how mistaken I was. In e-commerce, especially in a niche like mine, this strategy proved to be incorrect. Here, the ‘long tail’ consists of individual products and their respective subpages within the store, or even pages dedicated to product categories.

My customers weren’t searching for ‘riding shop’ on search engines. Instead, they were typing in specific terms like ‘stirrups,’ ‘horse feed,’ or ‘horselinepro lymphatic.’ They were searching for particular products or product types right away. Upon deeper reflection, I realized I do the same when shopping online. The blog’s purpose is to support product and category pages, while the homepage, though important, may take a back seat.

Lesson #10: If possible, consider employing the services of an SEO specialist.

11. Investing in paid advertising for an unknown store is often an ineffective choice.

It may seem evident, but expectations can often lead in a different direction. When someone invests in paid advertising, they naturally anticipate results. After all, if you’re paying for it, it should unquestionably yield positive outcomes, right? Well, not necessarily.

Paid advertising, even when meticulously organized, strategically planned, and well-crafted, may not yield satisfactory results if its primary aim is to drive conversions and boost sales for an unfamiliar store—or possibly no results at all.

Lesson #11: Prioritize foundational steps such as building brand recognition and fostering positive associations before anything else. It’s crucial to establish a solid presence in the minds of potential customers. If you do decide to use paid advertising at the outset, make it primarily focused on enhancing brand awareness rather than solely aiming for immediate conversion and sales. Investing in paid advertising for an unknown store can often be an ineffective choice and is one of the most common mistakes in e-commerce.

12. You must exercise caution when choosing the right format and platform for promotion.

On the one hand, as previously mentioned, prioritizing conversion and sales over building a brand can yield poor results initially. I learned this firsthand.

On the other hand, the format and platform for promotion are equally critical considerations.

The format matters because you can choose between text, graphics, video, content marketing, and other advertising methods. I had a less than successful experience with text-based advertising in search results, hoping for immediate sales and conversions. It became evident that, initially, brand-building (where graphics, videos, or content marketing may be more effective) should take precedence.

As for the platform, it’s common knowledge that you should advertise where your target audience frequents. However, in my case, since I didn’t precisely match the target audience (referring to point 1) and the promotion’s objective (point 11), the chosen advertising platform proved to be inadequate in preventing e-commerce mistakes. I needed to refine my targeting and establish a stronger presence where my actual target audience resided, investing in making a lasting impression on their minds.

Lesson #12: Whenever possible, consider hiring a specialist in paid advertising.

13. Remarketing is essential.

It’s all well and good to understand the significance of remarketing, but what good is that knowledge if we don’t put it into practice? Remarketing’s absence stands as one of the most significant mistakes in e-commerce.

Remarketing is crucial to maintaining a presence in the minds of potential customers. It reminds them of your offering and encourages them to click on the ad, reaffirming that they’ll receive the product they recently viewed from your store.

Lesson #13: In the realm of e-commerce, remarketing is an absolute necessity.

14. Don’t rely on joint promotions at the outset.

I’m a strong advocate for joint promotions and the concept of co-marketing, where two or more brands collaborate on promotional efforts.

During my time at PayLane, we executed joint promotions quite effectively. We had a partner, both parties were invested, and we jointly presented a unified message through various channels. However, when it came to my online store, I overlooked the potential for joint promotions because we were already established in our niche with a strong market position.

However, this approach doesn’t apply to new companies that lack both a foothold in the market and a comprehensive understanding of their audience. Whether it’s e-commerce or any other type of business, whether it’s related to horses, dogs, or any other industry, the same principle holds true.

Lesson #14: Begin by understanding your customers and building your brand before venturing into joint marketing campaigns.

15. Don’t rely on the saving power of business partnerships.

Similar to the point about joint promotion (point 14), the same principle applies to all aspects of cooperation and partnerships. Unless you have a strong market position, it’s unlikely that others will be eager to collaborate with you beyond the bare minimum. Expecting more is often unrealistic.

This holds particularly true in industries where producers, suppliers, and sellers all maintain their own online stores, each competing for sales through their individual platforms and channels.

Lesson #15: First establish your presence among your customers, build your brand, and only then consider the potential benefits of partnerships.

16. Direct negotiations with manufacturers are beneficial, but neglecting cooperation with wholesalers is a mistake.

I once believed that by dealing directly with manufacturers, I could not only offer more diverse and appealing brands but also negotiate more favorable terms of collaboration with them.

However, I was mistaken on both counts. While it’s true that certain brands may only be accessible directly from manufacturers, many can also be found through wholesalers. Furthermore, negotiating better conditions with manufacturers is often challenging, especially if you lack a substantial market presence or order large quantities of goods. The terms of cooperation may remain mediocre at best.

Lesson #16: Partnering with wholesalers can significantly enhance and expedite various aspects of your business.

17. The costs of receiving product shipments are substantial.

This was a critical oversight when I initially planned my e-commerce business. The transportation of products from the manufacturer to your store incurs expenses, and I had somehow assumed these costs would be minimal or even non-existent because manufacturers would want me to sell their products.

I couldn’t have been more mistaken. The costs are akin to standard courier deliveries—far from small or negligible. Particularly when dealing with small batches of ordered goods, these expenses can significantly erode your profit margin and, in some cases, render the entire deal unprofitable. This issue is especially pronounced in my situation, as I handle large and heavy goods, making it often impossible to consolidate multiple items into a single shipment.

Lesson #17: Always factor in the costs of receiving products from the manufacturer or supplier in your financial calculations.

18. The costs of shipping products to customers can be a significant concern.

Customers pay close attention to shipping costs, and they often find them bothersome. It’s a near-constant consideration because customers tend to believe that these costs could be reduced or, ideally, non-existent. There’s a great deal of truth in the notion that a customer is more inclined to pay PLN 30 for a product without any additional shipping charges, as opposed to PLN 20 for the product and an additional PLN 10 for shipping.

This distinction matters significantly in the minds of customers.

Lesson #18: Customers expect the lowest possible delivery costs from your business.

19. Some products have extremely slim profit margins.

If someone were to ask me about all my e-commerce mistakes and inquire which one stands out as the most significant or painful, I’d have an immediate and unequivocal answer: managing poor product margins.

In e-commerce, you don’t have the benefit of an additional multiplier stemming from the frequency of transactions conducted by a specific customer. You have one fewer variable to work with here. It boils down to the number of orders and the equation (your margin x basket value). However, this doesn’t translate into substantial profits, but rather pocket change.

Lesson #19: In the e-commerce realm, it’s exceptionally easy to lose track of your financial footing when dealing with low margins and a lack of scale.

20. You won’t go international solely by being present on international marketplaces

Certainly, establishing a presence on foreign platforms like Amazon or eBay can be a step in the right direction, and in some cases, it’s worth considering. However, this alone does not constitute the entirety of international business.

In my daily work, I assist numerous online businesses in expanding beyond their home country’s borders, and it’s a common misconception that internationalization simply involves translating a website and adding products to foreign Amazon markets.

The reality is more complex. While online SaaS businesses can, if executed wisely, scale relatively quickly and affordably, the same cannot be said for e-commerce dealing with physical products. In addition to translation and managing aspects similar to SaaS businesses (such as domains, marketing, multilingual support, customized offerings, payment methods, currency management, legal and tax considerations), there are additional complexities specific to e-commerce, such as logistics, packaging regulations, product composition, and market-specific obligations.

Lesson #20: Expanding an international e-commerce business with physical products is significantly more challenging and costly than a business offering virtual services. If feasible, consider seeking the expertise of specialists to navigate this complex terrain and avoid mistakes in e-commerce.

21. VAT Rates Differ for Various Product Types.

It may seem like common knowledge, but it often surprises people when I mention it. Nonetheless, it’s a fact. When you operate a uniform business that sells a single type of product, as is typical in many SaaS online businesses, you deal with a single VAT rate. However, this doesn’t hold true for online stores.

In the realm of e-commerce, you offer a diverse array of products, each of varying types and from different manufacturers. It’s entirely possible that one product category in your inventory will be subject to one VAT rate, while another product category will fall under a completely different rate.

Lesson #21: Engage in conversations with your accountant and remain vigilant. In online stores, you might encounter varying VAT rates for different product types.

22. The Discount Policy Requires Careful Planning.

Many people initially believe that offering discounts is an excellent way to attract attention to a newly launched store.

However, an inadequately planned discount policy can spell disaster for any business, including e-commerce. Percentage discounts? It’s a good idea, but remember that you have varying profit margins for different product types, which can complicate matters. This is a common scenario. Fixed amount discounts? Also a sound strategy, but only when a specific minimum order value is reached. Once again, different profit margins will result in different discount amounts.

When you factor in the costs associated with delivery, storage, packaging, tape, and printing, you’ll quickly realize the complexities involved.

Lesson #22: Carefully strategize your discount policy, and conduct thorough calculations from every angle before extending offers to customers. Avoiding mistakes in e-commerce starts with a well-planned discount strategy.

23. Relying Solely on Discount-Based Promotional Campaigns Leads Nowhere.

While offering discounts can be a smart strategy on occasion, it’s not always the right approach. And certainly, it’s not a solid foundation for an entire marketing strategy.

Relying heavily on discounts can result in building a brand that’s primarily associated with frequent price reductions. Consequently, customers come to expect constant discounts from us. Moreover, this approach can further erode our already often slim profit margins.

Lesson #23: Discount-driven marketing campaigns have their place, but they should complement a broader marketing strategy rather than being the sole focus of our advertising efforts.

24. Discounts Can Undermine Profitability in Many Cases.

Drawing from my own experience, I understand how easily we can jeopardize what appears to be a promising deal by misusing discounts, particularly during the early stages of business. I encountered my fair share of challenges in this area.

Consider this scenario:

You decide to offer a percentage discount. Believing that a discount of at least 10% is necessary to entice customers, you opt for a 10% discount across the board. You avoid specifying any exceptions or clarifications in the offer’s fine print. Then, customers start adding various products to their cart. These products come with differing profit margins, some of which fall below that 10% discount rate. You hope there are more high-margin products in the mix, as otherwise you’ll end up subsidizing the transaction.


You decide to offer a fixed-amount discount of $5 for the first transaction after subscribing to your newsletter, a strategy commonly used by clothing brands. It seems great. However, customers may end up spending only $10, causing a loss for your business. This is especially true when your products don’t have a 100% margin and there’s no guarantee that customers will make further purchases.

This calculation doesn’t even include expenses like delivery costs from the manufacturer, storage costs, packaging, printing, tape, labor, payment processing fees, and more.

Lesson #24: Discounts can indeed motivate potential customers to make purchases, but they can also lead to unprofitable transactions. This situation occurs relatively frequently.

25. Social Media Can Be Effective, But It Often Falls Short.

E-commerce companies frequently tout their success on social media platforms. They boast about growing follower and like counts, increasing engagement on their content, and accumulating more comments—all signs that seem promising.

But what’s the real value in likes or content engagement? Likes and comments don’t translate directly into revenue in PLN (Polish złoty) or any other currency.

Social media serves as a valuable channel to connect with potential customers, build brand recognition, provide customer support, and sometimes even drive sales or increase traction. However, more often than not, these expected outcomes don’t materialize. Why? Because many stores conduct low-quality social media marketing campaigns, approach them without proper expertise, anticipate one set of results but achieve different ones, or simply set the wrong goals.

Lesson #25: Consulting with a social media marketing specialist is often worthwhile. Managing social media yourself can yield results that significantly deviate from your intended goals.

26. Managing Social Media Requires Significant Effort.

I’ve been managing various social media channels for a considerable time—my personal profiles, those for my company, and even specific product-focused ones. From Facebook and LinkedIn to Instagram and TikTok, I’ve done reasonably well.

However, there’s one aspect I often overlook, and it’s nearly always the same: running effective social media channels with compelling content, engaging the community, and achieving meaningful marketing results is an immense amount of work. When I say ‘a lot,’ I mean a considerable commitment of time and effort.

Lesson #26: Prioritize quality over quantity. Ideally, aim for both. The combination of high-quality content and consistent posting frequency is the key to developing social channels that stand a chance of making a significant impact.

27. Selling on Social Media: Not Everything Is Suitable.

There are three primary methods of selling on social media:

  1. You can sell by promoting your products on the channel and directing users to your store.
  2. You can establish a store directly on a social platform, such as Facebook Shops, and sell there.
  3. You can utilize marketplaces available on social media platforms, like Facebook Marketplace.

Regarding these methods:

  1. While it can be effective, promoting products through external links may reduce reach due to platform restrictions or audience reluctance towards direct promotions.
  2. Creating a store on a social platform can yield moderate success, but not all products are suitable for this approach. Some items may be restricted due to platform policies – for instance, Facebook may categorize certain products like saddle pads as medical materials, potentially violating regulations.
  3. Leveraging social media marketplaces, especially for new products, may not always yield positive results, as these platforms are often perceived as more suitable for used items.

Lesson #27: It’s crucial to carefully consider your social media sales strategy from the outset and adhere to it consistently. Not all products are suitable for all social selling methods, so choose the approach that aligns best with your offerings.

28. Can Presenting Your Product Offer on Social Media Actually Work?

Presenting your product offer on social media platforms, like Facebook Shops, comes with undeniable advantages. However, in my case, these benefits didn’t prove as straightforward as streamlining the purchasing process for customers.

There are certainly stores that leverage this feature more effectively. In my experience, it has proven valuable primarily to those seeking quick insights into the product without leaving the social platform—for example, to explore its various variants, view photos, and check prices.

Lesson #28: Sometimes, what we believe will work might not deliver the expected results. Users may utilize a particular feature or functionality differently than we anticipate, and that’s perfectly okay.

29. Facebook is More Challenging than Instagram.

I realize this perspective may not resonate with everyone, but based on my own e-commerce experience, this is the conclusion I’ve reached.

In my view, cultivating simple user engagement on Instagram is less demanding than on Facebook. Instagram offers tools like hashtags that enable us to reach users who aren’t already familiar with our brand. Moreover, visually appealing photos tend to garner more interactions on Instagram. Additionally, features like Stories allow us to provide glimpses behind the scenes. For businesses heavily reliant on visuals, which is often the case in e-commerce, Instagram is a somewhat more accessible platform for building a following compared to Facebook. However, it’s important to note that this doesn’t imply it’s effortless—just relatively less challenging.

Lesson #29: While it’s common for e-commerce businesses to gravitate towards Facebook, it’s worth considering a presence on other platforms as well. It’s possible that building a following on alternative platforms like Instagram, TikTok, or Pinterest may prove to be easier or more profitable for specific reasons.

30. An Active Community Doesn’t Necessarily Equate to a Buying Community.

Not every follower or fan will make a purchase, and not everyone who interacts with our content is genuinely interested in our products. Sometimes people engage with content simply because they like the image, because someone else clicked or commented on it, or for various other reasons.

It’s important to understand that having an active community doesn’t automatically translate into having a community of buyers. In e-commerce, just like in any other industry, a typical sales funnel comes into play.

Lesson #30: It’s crucial to realize from the outset that e-commerce, like all other businesses, operates within a sales funnel. It’s essential to nurture users at every stage of the funnel, converting potential users into actual visitors, potential customers into actual prospects, prospects into customers, and customers into returning customers. In the realm of social media, there’s also the aspect of converting community members into users or customers. This is a complex process where various dynamics can come into play.

31. Email Marketing Is Powerful but Challenging.

Every email marketing specialist I’ve encountered has consistently emphasized one thing: email marketing is the most effective and cost-efficient form of online marketing ever conceived. And that statement holds true.

However, there’s a crucial caveat—it only works when executed properly. Unfortunately, very few people (if any) excel at it.

Lesson #31: Email marketing should be incorporated from the outset, but it demands careful planning and, especially when you’re new to it, the guidance of a specialist. You’ll need to build your email database, manage mailing lists, craft engaging and technically sound email campaigns, and more.

32. Don’t Assume Easy Victory Over Weak Online Competition.

One of the significant errors I made during my pre-launch analysis of this business was underestimating the competition. Upon observing the less-than-stellar online strategies of potential competitors, I assumed that surpassing them would be a breeze. However, reality taught me a valuable lesson: E-commerce mistakes can affect not only them but also me. Just because they stumble doesn’t guarantee my path will be smooth.

Lesson #32: It’s a mistake to assume that outperforming seemingly weaker competition will be effortless. Numerous factors can contribute to their prominence, such as brand recognition, established consumer habits, the breadth of their product range, physical retail locations, industry nuances, and more.

33. If an Industry Prefers Physical Purchases, It Likely Prefers Physical Purchases.

While online sales are on the rise, it’s important to acknowledge that not all sectors will shift significantly or quickly to e-commerce. Furthermore, it’s essential to recognize that your specific niche might have a strong preference for physical shopping. In my case, focusing on equestrian products, I discovered that the tactile and physical aspects of shopping were of paramount importance to our customers.

Lesson #33: Prior to embarking on your e-commerce venture, conduct thorough research on your target audience, including their shopping preferences, to ascertain whether online shopping aligns with their habits and interests.

Mistakes in e-commerce, the simples solution

Whether you’re a seasoned entrepreneur or just starting, the world of e-commerce is a dynamic realm where the only constant is change. Embrace these lessons, learn from them, and let them be the wind in your sails as you navigate the vast digital marketplace. You can always contact us if you want to avoid e-commerce mistakes in your online business.


  • Karol Zielinski

    Karol Zielinski is an entrepreneur and manager, specializing in technology business. He is a member of the Management Board at mPay and the founder & CEO of z3x tech marketing agency.

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