[Top Ecommerce Leader Article] eCommerce Businesses Face an Unpredictable Array of Challenges

A recent analysis found that there are currently more than 26.5 million active e-commerce websites worldwide, and the number is increasing daily. Nearly 14 million are currently in operation within the United States alone. Despite the enormous quantity of these websites and businesses, there’s no clear recipe for success. Marketing and logistical challenges exist for many of them, along with payment and product-related obstacles.

We met with founders and owners of e-commerce businesses that sell goods ranging from beauty and feminine products to snacks and treats to CBD for pets. Each person seemingly faced a different challenge and uniquely listed what they considered to be the key to their success. While some obstacles may seem daunting, they press on with a passion for their product and a belief in what they’re doing. Here’s what they said: 

Shari Leidich, Max Sweets

Max Sweets

No e-commerce company is immune from logistical challenges, and that’s true for Shari Leidich, Founder and CEO at Max Sweets, who says shipping costs are high. On top of the rising cost, things get lost and delayed. Shari says Max Sweets uses route.com to alleviate those frustrations, as it covers the expense of the order that’s had a problem and still allows you to receive the revenue from the sale.

Max Sweets is ahead of the curve in the health food industry with functional marshmallows that are sugar-free but do contain protein, fiber, and collagen. Vegan marshmallows are their most popular item. Just about everything Max Sweets does, including graphic design and web development, is done in-house with very little outsourcing. Shari recommends using upsell tools that use AI to understand website visitors.

Learn more: Max Sweets, Shari Leidich on LinkedIn

Aaron Argueta, Bailey’s CBD

Bailey's

Bailey’s CBD, whose top-selling products include CBD oil for dogs and Calming CBD Gummies, is in a high-risk category and cannot use traditional payment methods like Stripe. Bailey’s Co-founder Aaron Argueta says his employees don’t have typical access to Google and Facebook ads, and marketing can be an enormous challenge. Aaron says many people are uneducated about CBD and often have unrealistic expectations.

Bailey’s CBD develops hemp-derived CBD tinctures, dog treats, and hemp pellets for pets. These products are legal in all 50 states and can reduce pets’ inflammation, anxiety, arthritis, chronic pain, epilepsy, and nausea. Aaron says Bailey’s CBD has a Shopify store and has been doing its best to optimize the Shopify business and make it grow. Aaron said logistics tend to be a nightmare because CBD sales cause the inability to use the Shopify POS; Bailey’s uses the Square storefront instead.

Learn more: Bailey’s CBD, Aaron Argueta on LinkedIn 

Mary Molina, Lola Snacks

Lola Snack

When you ask Lola Snacks Founder and CEO Mary Molina the key to running a successful e-commerce business, her immediate answer comes succinctly in two words: original content. She says her marketing staff actively engages with people facing challenges and then gets them to explain how Lola products helped them. Those conversations happen when they’re out and about, Shari says, basically like guerrilla marketing, and we’re recording, talking to people, and getting like real accounts of how Lola has helped them.

Lola Snacks, a probiotic-plus-prebiotic energy bar, is changing people’s perceptions of gut health. Seventy million Americans suffer from a gut health issue, from bloating to IBS or IBD. Lola Snacks is different from other bars in its category — also different from yogurt or kombucha — because of its proprietary blend of prebiotics and probiotics that effectively alleviates many symptoms of bloating, gas, constipation, and leaky gut.

Learn more: Lola Snacks, Mary Molina on LinkedIn

Ryan Alford, Radical

Radical

Ryan Alford has been in the marketing and ad agency business for 20 years. His impressive portfolio includes collaborating with some of the world’s largest brands on Madison Avenue. Ryan launched the ecom for Verizon Wireless, the first Apple iPhone launch, and the first NFL mobile app on a smartphone, and has worked on some of those recognizable TV ad campaigns and launches over the past 20 years. With his wealth of experience, Ryan understands that every consumer purchase is emotionally triggered, and you need to remove friction when consumers go from emotion to purchase.

Ryan launched Radical six years ago, but he estimates his team has 100 years of experience, and the company has two arms: a B2B advertising arm and a consumer arm, which tends to fall into the e-commerce space. Radical is a boutique agency for medium-sized brands, including 100 to 150 ecom clients, usually working with 15 to 25 at a time. Ryan says he’s blunt with his clients, but in his 20 years of experience, he’s learned that consumers have perceptions, mindsets, and issues, and we need to move them from point A to point D.

Learn more: Radical, Ryan Alford on LinkedIn

Merle Livand, Viking Beauty Secrets

Viking Beauty Secrets

As the owner of five Guinness world records, Merle Liivand is no stranger to overcoming challenges. She faces many as the co-owner of a skincare company, Viking Beauty Secrets. The biggest logistical challenge in the skincare industry is gaining market adoption and belief in market acceptance. In serving the Korean market, for example, you must follow the Korean skincare rules and manage separate shipping logistics from Europe to Asia and Europe to America. Because of her background and lessons learned from her parents’ professional experience, Merle has found ways to overcome those challenges.

Viking Beauty Secrets products are crafted using the purest ingredients sourced from the pristine lands of Northern Europe. Its entire product line includes Sea Buckthorn, which contains omega seven, making it the only offering in the world that combines omega seven with omega three, six, and nine. While developing the volcanic ash product, Viking Beauty Secrets discovered that raspberry adds a sweet smell and sweetness. It goes for all different skin colors.

Learn more: Viking Beauty SecretsMerle Liivand on LinkedIn

Kit Maloney, Kitara

Kitara

Kit Maloney, Founder of Kitara, offers valuable advice to business owners, emphasizing the importance of avoiding hasty partnerships that don’t align with one’s instincts and values. She cautions against forcing connections driven by scarcity or a lack of space, as they often result in disappointment. Instead, Kit advocates for trust in the process, believing that the right people will eventually emerge, even if their arrival is unexpected or delayed. Central to her philosophy is the idea that collaborating with individuals who respect the journey and its accompanying process is as important as sharing a common passion. Kit acknowledges that letting go of ill-fitting partnerships can be challenging but assures that doing so opens the door to a brighter future for both parties involved. She also highlights the likelihood of the other party feeling the same disconnection, underscoring the importance of finding the perfect fit to ensure smooth and successful collaboration.

Kitara, founded in the autumn of 2019, passionately advocates for womb space health and healing. Their mission is to make yoni steaming accessible and effective for everyone. With a vision of having a yoni steam seat in every home, Kitara provides comprehensive resources and products for safe and convenient yoni steaming. Their company is built on three pillars: promoting uterine, menstrual, and yoni health within their community; nurturing the financial health of their business; and operating with a strong commitment to the principles of intersectional feminism.

Learn More: Kitara, Kit Maloney on LinkedIn

Anna Rooke, Akasha Superfoods

Akasha Superfoods

Anna Rooke, the Co-founder of Akasha Superfoods, shares her invaluable insights on social media strategy. Her number one piece of advice? Embrace the power of social media and put yourself out there as much as possible. Anna emphasizes the importance of experimentation and encourages you to explore every avenue to discover what truly resonates with your audience. In her eyes, we live in a remarkable era of organic media, where platforms like TikTok, Instagram, Pinterest, and YouTube hold boundless potential for propelling your brand to new heights. Building a tight-knit community on these platforms is a fundamental pillar of success, as the snowball effect of organic promotion generates valuable traffic to your website. Anna also highlights the significance of crafting a website that is both user-friendly and streamlined, ensuring a seamless purchasing experience for customers. Revolutionizing your social media presence can help your brand soar. 

Akasha Superfoods, founded by Alex Pastorkovich and Anna Rooke, is a dynamic company dedicated to improving health and vitality. Alex, a Registered Nurse (RN) with expertise in holistic and functional medicine, combines his background in Western Medicine with a love for superfoods. Anna, with a background in psychology and food studies, brings her passion for plant-based nutrition and yoga to the brand. Their ocean-based product line, including sea moss gel, capsules, and kelp-derived skincare, aims to enhance micronutrient intake and bridge nutritional gaps for a healthier lifestyle.

Learn More: Akasha Superfoods, Anna Rooke on LinkedIn

Reginald Wise, The Sun Spot Shop CBD

Sun Spot

In the fiercely competitive realm of e-commerce, Reginald Wise, Managing Owner of The Sun Spot CBD, has unlocked the secret to triumph. He champions trust and authenticity as the bedrock of a thriving business. Reginald emphasizes the need to go beyond hollow words and buzzwords, instead proving sincerity through consistent actions. He showcases his true intentions by genuinely caring for customers and delivering top-quality products and services. Reginald believes in embracing one’s uniqueness, recognizing that every individual is a product of an extraordinary lineage. Entrepreneurs can establish authentic connections and cultivate a devoted following by expressing their genuine selves. Trust and authenticity are supreme in an industry hungry for sincerity and excellence.

The Sun Spot Shop provides top-quality CBD and wellness solutions. With a wide selection of lab-tested products from trusted brands, The Sun Spot Shop goes beyond CBD, offering a range of compounds that support sleep, immune system, and nervous system health. Their mission is to provide customers with high-quality information, empowering them to make informed decisions about the products that best suit their needs. Discover a new level of well-being with The Sun Spot Shop’s unwavering commitment to excellence.

Learn More:The Sun Spot Shop, Reginald Wise on LinkedIn

Jose Hernandez, ChipMonk Baking

Chip Monk

No matter how great your product or message may be, Jose Hernandez says it doesn’t make a difference if the right people don’t try or hear it. Jose, President and Co-owner of ChipMonk Baking, is confident that finding the right audience is crucial for the success of an e-commerce business. Once you have that figured out, you can start targeting your messaging around that.

Focused on creating low-carb, no added sugar desserts, ChipMonk Baking knows its primary customers are women aged 30 and 40. For Jose, that means they’re probably moms shopping for better items for their kids, so it’s not even for the mothers. ChipMonk’s top-selling items include White Chocolate Macadamia, Chocolate Chip Pecan, grab-and-go cookie bags, or a shareable pouch.

Learn More: ChipMonk Baking, Jose Hernandez on LinkedIn

Kate Assaraf, Dip Sustainable

Dip

Do less. That’s Kate Assaraf’s top tip for anyone starting an e-commerce business. By doing less, Kate means not sending SMS text messages, not bombarding people with daily marketing emails, and not putting people in a pressure cooker when they visit your site. The philosophy comes from her experience as an e-commerce customer: “I bought one thing as a gift for someone else. Now, the seller’s website follows me everywhere I go. I can’t stand it.”

In the summer of 2021, Kate founded Dip Sustainable, a hair care brand that aims to playfully educate people about the environment while encouraging them to buy better, buy less, and shop small. Dip Sustainable sells waterless shampoo and conditioner – which means it comes in bar form – direct-to-consumer and across 200 retailers and salons. Kate promises that after you purchase from dip sustainable, her company won’t chase you down to convince you to buy​​ something else. “It sours me on a brand so fast when they don’t leave me the hell alone,” she said.

Learn More: Dip Sustainable, Kate Assaraf on LinkedIn

Brian Finkel, D’vash Organics

D'Vash

It’s safe to say that since he co-founded D’vash Organics in 2017, Brian Finkel has not been a big believer in the e-commerce element of his business. According to Brian, D’vash, whose products are sold at Whole Foods, Sprouts, Costco, Thrive Market, Walmart, Safeway, and Meijer, has not profited from selling online. He says the brand has only recently figured out how to break even through online sales and not – as David describes it – bleed money. D’vash, Brian says, the way they have found to avoid losing large amounts of money through e-commerce sales is to pay close attention to margins, cost of goods sold, and to spend on keyword campaigns and various marketing initiatives. He admits that the company only bothers to sell items on Amazon because that’s what customers expect.

Based in Los Angeles, D’vash Organics is the leading purveyor of fruit-based nectars and syrups in the US retail market. The brand supplies its customers with healthy and delicious alternatives to sugar, honey, and agave, often by using dates to make products that can be used to sweeten tea and coffee, marinate meat, fish, and poultry, drizzle on pancakes or waffles, dress salads, and bake incredible desserts.

Learn More: D’vash Organics, Brian Finkel on LinkedIn

Taylor Clarke, Amborella Organics

Amborella

To have a successful e-commerce business, Taylor Clarke suggests that your dot-com needs to continue to evolve; it’s not enough to have a static website. She recommends continuous revisions on the backend while monitoring which apps can optimize growth and success. Taylor advises integrating Google Ads into your Shopify website and merchant center to increase performance and dot-com sales. A compelling and authentic follow-up email is also crucial.

A leader in seasonal candy, Amborella Organics has designed a line of organic seed-bearing lollipops – its most popular product – which feature herbs and flowers throughout. After consumers devour one of them, the biodegradable stick can be planted horizontally in soil and watered, and an herb or flower will subsequently grow. The name amborella comes from the first flower species to grow on land. The brand has just launched the first 100% recyclable gummy pouch on the market with its Garden Gummies.

Learn More:Amborella Organics, Taylor Clarke on LinkedIn

Luke Jarocki, ADULTalyte

Adult Alyte

If you’re a small brand like ADULTalyte, as its Founder Luke Jarocki will tell you, there are numerous challenges, especially for the founder. After launching ADULTalyte in early 2021, Luke discovered that small brands like his don’t have the funds because all profits are reinvested into the brand. Not only that, Luke says, but the founder has to be on top of everything from social media to communication with customers.

ADULTalyte provides fast hangover relief, liver detox, and hydration through its scientifically formulated formula. The brand currently offers a 3-in-1 product and is in the midst of new product development. Luke advises new e-commerce entrepreneurs to go for it — start your webpage, create your social media accounts — and generate some buzz, even if the product is still a work in progress.

Learn more: ADULTalyte, Luke Jarocki on LinkedIn

Jennifer Piette, Narrative Food

Narrative Food

While some may see logistical obstacles as nightmares, Jennifer Piette views all problems as opportunities for a creative solution. That doesn’t take away from the reality that challenges exist for her brand, Narrative Food, which offers home delivery of local, organic foods with meal plans and recipes. “So many different things can go wrong,” she said. For example, a mudslide in Montecito closed the main artery to get products from the farming community to customers in urban Los Angeles. Jennifer has found, however, that you’ll always find a solution to any problem if you look hard enough.

Narrative Food, founded in 2010, is an award-winning Certified B Corp. and a member of 1% for the Planet. Jennifer said the brand’s business accelerated during the pandemic, which required an increase in capacity, but since the pandemic abated, some losses have occurred. Jennifer says the company has relocated from southern California to Maine and curates gift boxes that give back. Her ideal client, she says, is a company that wants to use gifting in a way that reflects its company culture and generosity of spirit.

Learn more: Narrative Foods, Jennifer Piette on LinkedIn

Sebastian Westman, LGND

LGDD

Obstacles have marked Sebastian Westman’s journey toward running a thriving e-commerce business, requiring the ability to adjust and pivot. For starters, his beverage company – LGND – originally sold its product in 24-packs but switched to 12-packs because the amount of weight encompassed in a 24-pack was too much from a logistical standpoint. Additionally, LGND decided to sell all of its products on Amazon but initially found that goods were being damaged and quality control was being lost, so LGND went back to the drawing board to figure out a way to package its product in a way that would allow Amazon to ship it without damage.

Sebastian started LGND as an e-commerce brand because it offered an effortless sales channel for a startup company. He said his first move was to set up a Shopify account and make products available through Shopify. LGND’s products are primary alternatives to conventional energy drinks because of the brand’s ability to combine functionality, great flavor, a desirable image, and a nootropic profile using only natural, top-quality ingredients. These beverages are formulated to help relieve stress and provide a smooth and long-lasting energy boost.

Learn more: LGND, Sebastian Westman on LinkedIn

Zach Schreier, Lifestacks

Life Stacks

Zach Schreier, CEO of Lifestacks, shares an ever-important tip for thriving in e-commerce: the pivotal role of credibility, clear economics, and evidence-based conviction. Establishing trust and outshining competitors becomes second nature when credibility is prioritized. Businesses with a deep understanding of financial dynamics make bold decisions and allocate resources for maximum impact. Zach emphasizes cultivating a devoted customer base to achieve exponential growth in the digital realm.

Lifestacks is a visionary company that combines performance, productivity, and health in a delicious, fasting-friendly coffee creamer. Their flagship product, Lifestacks MCT, is a creamy and flavorful addition to your coffee, infused with nootropics, adaptogens, and superfoods for optimal nutritional support. Founded by Zach, who prioritized health due to a Type 1 Diabetes diagnosis, and joined by Vincent, who embraced intermittent fasting, Lifestacks aims to empower individuals with enjoyable and intuitive ways to enhance their daily habits. Their innovative coffee creamer fuels mental willpower and supports metabolic health, revolutionizing the approach to performance and well-being.

Learn More:Lifestacks, Zach Schreier on LinkedIn

Madina Baxandall, Essentialist

Essentials

Madina Baxandall, Founder of Essentialist Inc., advises focusing on a 360-degree approach to ensure your e-commerce business thrives. New brands can find it difficult to determine the most effective strategies for a high return on investment. To combat this, Madina suggests prioritizing energy and effort in building awareness, growing email lists, digital marketing, and SEO. Success is rarely attributed to a single factor but is instead the result of a combination of different elements.

Essentialist is a pioneering skincare brand that emerged to revolutionize the industry. Fueled by the founder’s discontent with traditional skincare models and their maximalist approach, Essentialist recognized that true transformation and long-term skin health require a different approach. Thus, they developed a multitasking, minimalist method that simplifies skincare routines and prioritizes lasting results. With a commitment to more than just product sales, Essentialist aims to demystify skincare, serving as a platform for self-care and education. Essentialist strives to create a community where healthy skin thrives by empowering individuals with knowledge and effective skincare practices to understand and care for their skin.

Learn More: Essentialist, Madina Baxandall on LinkedIn

Troy Anderlohr, Hibegone

Hibergone

Troy Anderlohr, Co-founder of Hibegone, highlights the importance of addressing customers’ logical and emotional concerns even after successfully helping them envision the practical use of the product. The primary challenge lies in ensuring that customers genuinely desire the product, besides tackling minor obstacles like safety and usage instructions. To overcome these hurdles, Troy recommends providing pertinent information that is informative yet not overwhelming. Focusing on essential aspects and offering clear descriptions and references to studies is crucial. By streamlining the decision-making process, customers can effectively evaluate the product’s value and put their minds at ease.

HIBEGONE is a wellness company that emerged unexpectedly from a journey that began in the winter of 2021. The founders, Allen, Troy, and Jeff, initially focused on improving their health and wellness. They embarked on a mission to create a cognitive enhancement drink with appetite suppression properties to support their fitness routines. After extensive testing of various formulas, they had an opportunity to observe the effects of their product on one of their partners, Jeff, who frequently experienced intense cravings after smoking cannabis. Their product was surprisingly effective at suppressing appetite, alleviating brain fog, and increasing energy levels. This remarkable discovery led them to name their product HIBEGONE, symbolizing its potential to mitigate unwanted side effects of cannabis and contribute to overall well-being.

Learn More: Hibegone, Troy Anderlohr on LinkedIn

Craig Goldberg, inHarmony

In Harmony

As Craig Goldberg will freely tell anyone, inHarmony is part of a little-known industry. So Craig invests a lot of time and energy into educating and evangelizing about inHarmony’s mission and purpose. Craig says he has great partners that help with manufacturing and logistics, which is a relief to Craig because even though he’s a hands-on operator and entrepreneur, he knows it’s better for business when he can be focused on creating content, evangelizing, and connecting.

If you’re seeking furniture for relaxation and various health benefits such as muscle recovery, improved sleep, weight loss, heart health, detox, anti-aging, and better circulation, inHarmony is the perfect destination. For the past seven years, Craig’s company has been manufacturing this furniture and technology and then evangelizing around its power and impact. He says it’s all about sound and vibration and would benefit anyone with a brain and nervous system.

Learn More: inHarmony, Craig Goldberg on LinkedIn

Jennifer Eden, Tampon Tribe

Tampon Tribe

The key to running a successful e-commerce business, according to Tampon Tribe Co-founder Jennifer Edien, is to be aware of which products are converting customers and acknowledge that some products you love may not resonate with customers. She says you could have many people who love your brand and be popular on social media, but are they buying the product? Jennifer emphasizes that you need to be agile and adjust after gathering data by asking customers what they like and don’t like about your offerings. Tampon Tribe’s most popular items are organic tampons that are plastic-free, which Jennifer says is because customers are increasingly conscious of what goes into their bodies.

Tampon Tribe is a monthly subscription for organic cotton tampons that are toxin-free, plastic-free, and completely compostable. Jennifer is proud that Tampon Tribe is the only period product company in the US that exclusively utilizes certified organic products. She says the brand’s ideal customer mainly buys vegan and hypoallergenic products and is concerned about the environment. For her, the biggest challenge — along with the cost of shipping small items — has been to follow the latest trends and stay ahead of customer demand.

Learn More: Tampon Tribe, Jennifer Eden on LinkedIn

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