In the fast-evolving world of e-commerce, success hinges on agility, resilience, and a strong understanding of market trends. Disk.com recently spoke with 20 top e-commerce business leaders who shared their valuable insights for navigating the competitive landscape. From mastering logistics to focusing on customer satisfaction, these leaders emphasized the importance of continuous innovation and strategic planning. Many highlighted the need for effective financial management and adaptability, especially in an environment where customer acquisition costs are rising and the market is becoming increasingly saturated.

The businesses featured in this article span a wide range of industries, from health and wellness to skincare, sports technology, and eco-friendly products. These companies offer a diverse array of goods, including personalized health supplements, skincare solutions for sensitive skin, and ergonomic posture correctors. Each business tailors its products to niche markets, with a shared commitment to sustainability, innovation, and addressing the specific needs of its target customers.

Larry Weiss, Symbiome

Larry Weiss, the CEO, Founder & CSO of Symbiome, emphasizes the importance of resilience and adaptability in the rapidly evolving e-commerce landscape. He advises entrepreneurs to stay agile and continuously innovate to meet customer demands. One of the primary challenges he faces is navigating the complex logistics of global e-commerce, which requires a deep understanding of market trends and consumer behavior. Larry’s experience in the industry has taught him that success comes from a combination of persistence, strategic planning, and a willingness to embrace change.

Symbiome is a company dedicated to creating microbiome-friendly skincare products. The business was born from Larry’s desire to bring science-backed, natural solutions to the skincare industry. Symbiome designs its product line for consumers who are conscious about the ingredients they apply to their skin and seek products that promote overall skin health. The company targets a niche market of health-conscious individuals who value sustainability and transparency in their skincare choices.

Learn more: Larry Weiss on LinkedIn, Symbiome

Samuel Goodman, Cheeky

Samuel Goodman, Co-founder of Cheeky, advises aspiring e-commerce entrepreneurs to be financially literate and effectively manage cash flow. According to Samuel, the landscape for e-commerce has drastically changed, making it crucial to track cash flow and recycle cash positively from operations to avoid relying on additional debt or equity financing. He also highlights the challenge of customer acquisition, which has become increasingly expensive, especially with the competition on platforms like Meta. Samuel stresses the need for high gross margins and diligent management of logistics costs to navigate these challenges successfully.

Cheeky, an oral healthcare brand, was founded by Samuel and his co-founders nearly five years ago to address the costly issue of teeth grinding. The company offers easy-to-use, at-home impression kits for custom night guards created using 3D scanning and printing technology. Over the years, Cheeky has served over a quarter of a million Americans and expanded its product line to include teeth whitening, floss, snore guards, and sports guards. The brand’s best-selling product remains the night guard, which has garnered positive reviews for significantly improving customers’ quality of life by alleviating headaches and jaw pain associated with teeth grinding.

Learn more: Samuel Goodman on LinkedIn, Cheeky

Greg Lutton, Exsurgo Technologies

Greg Lutton, CEO of Exsurgo Technologies, points to resilience as a vital factor in the e-commerce sector. Greg highlights the ever-present challenge of maintaining a balance between innovation and customer satisfaction. He stresses that staying adaptable and responsive to market changes is crucial for success. Greg’s experiences emphasize the need to continuously refine strategies and embrace technological advancements to keep pace with evolving consumer demands.

Exsurgo Technologies, under Greg’s leadership, has become a notable player in the field of strength training and sports performance technology. The company specializes in creating innovative tools that help athletes and fitness enthusiasts optimize their training regimens. Since its inception, Exsurgo has focused on providing cutting-edge solutions to enhance performance metrics, making it a preferred choice for elite sports professionals and dedicated trainers alike.

Learn more: Greg Lutton on LinkedIn, Exsurgo Technologies

Beverly Moskowitz, Real OT Solutions

Beverly Moskowitz, CEO of Real OT Solutions, shares that her e-commerce journey was far from conventional. Initially an occupational therapist, Beverly never envisioned becoming an entrepreneur. However, her innovative approach to teaching handwriting, which focused on the size of letters rather than their form, led her to create products that significantly improved students’ writing abilities. Realizing the potential of her method, she formalized her concepts and brought them to market. Beverly highlights the importance of mentorship, particularly in navigating the complexities of product development and understanding the intricacies of business operations—areas where she leaned heavily on the guidance of experienced professionals.

Real OT Solutions, founded in 2010, is dedicated to supporting children with fine motor difficulties, particularly in handwriting. The business emerged from Beverly’s extensive experience as a school-based occupational therapist, where she saw a critical need for effective tools to help children succeed in the classroom. The company’s flagship program, the Size Matters Handwriting Program®, is evidence-based and widely recognized for its effectiveness. Ideal clients include schools, educators, and therapists looking for proven, research-backed methods to improve student outcomes in handwriting and overall motor skills. Under Beverly’s leadership, Real OT Solutions has grown from a small startup to a respected name in the education and occupational therapy fields.

Learn more: Beverly Moskowitz on LinkedIn, Real OT Solutions

Sarah Vilenskiy, Blossom Essentials

Sarah Vilenskiy, Founder and CEO of Blossom Essentials, attributes her e-commerce success to agility and versatility. In an industry as dynamic as skincare, Sarah stresses the importance of not becoming fixated on any single element, whether it’s a specific traffic source, revenue stream, or product design. This approach has allowed her to continuously test, iterate, and adapt, leading to more effective strategies over time. However, she faces ongoing challenges, particularly in customer acquisition, which remains fiercely competitive and costly in the saturated skincare market. Despite these hurdles, her perseverance and willingness to experiment have been key to her growth.

Blossom Essentials is a specialized skincare line dedicated to those with severely dry, reactive, and damaged skin. The company offers a comprehensive range of products designed for the entire lifecycle of a skin flare-up—from prevention to post-recovery. The brand’s hero product, the Hydration Repair Honey Salve, exemplifies Sarah’s commitment to using rich, highly effective ingredients, such as organic honey and beeswax, to nourish and protect the skin. With a focus on helping individuals with chronic skin conditions like eczema and psoriasis, Blossom Essentials has carved out a niche in the market, particularly appealing to a more mature demographic seeking potent, natural solutions for their skin care needs.

Learn more: Sarah Vilenskiy on LinkedIn, Blossom Essentials

Jonathan Rosenblum, Rithem Life Sciences

According to Jonathan Rosenblum, Founder and CEO of Rithem Life Sciences, the secret to success lies in assembling a capable team and keeping a close watch on operations. He believes that surrounding oneself with talented individuals not only eases stress but also enhances job performance. Recognizing that leadership doesn’t equate to omniscience, Jonathan underscores the necessity of staying informed across all business facets. Facing challenges like initiating the company just before the pandemic and grappling with the digital aspects due to his limited tech background, he finds solace in the support of his team.

Rithem Life Sciences, established five years ago, specializes in emergency medicine and resuscitation. The company offers a CPR device named “Rescuer” designed to improve CPR performance universally and is in the final stages of developing a compact defibrillator. Aiming to empower more individuals to provide emergency care before professionals arrive, Rithem targets both consumers and businesses. Their primary outreach currently involves collaborating with CPR instructors and integrating their products into CPR classes.

Learn more: Jonathan Rosenblum on LinkedIn, Rithem Life Sciences

Mason Kuhr, The Stampede Network

Mason Kuhr, the Founder and Chief Gains Officer of The Stampede Network, shares a unique approach to running a successful e-commerce business. He believes that true success comes from deeply understanding the products you provide and the impact they can have on people’s lives. For Mason, it’s not just about having technical skills in e-commerce; it’s about having the fundamental knowledge of how to heal and transform lives. He stresses that, before anything else, he is committed to helping people achieve holistic wellness, and this passion drives the success of his business.

The Stampede Network, under Mason’s leadership, is a lifestyle brand that specializes in holistic healing and performance supplements. The company provides real, natural products designed to heal the body, mind, and spirit from the inside out. Their flagship product, Spartan Bee Bread, harnesses the power of fermented bee pollen and honey to boost vitality and immunity. Mason’s deep dive into biohacking and self-improvement set the stage for his work with The Stampede Network, shaping the brand’s purpose to provide clients with true transformation, not just products.

LinkedIn: Mason Kuhr on LinkedIn, The Stampede Network

Lekha Vyas, ELVY Lab

Lekha Vyas, Founder and CEO of ELVY Lab, highlights the significance of understanding consumer demographics and purchasing behavior when running a successful e-commerce business. She shares that targeting and converting male customers can be more challenging than female consumers, requiring a different marketing approach. Lekha advises identifying the right channels for a good return on investment, noting that Amazon has been effective due to its ease of use and wide reach, even though it comes at a cost. She also points out that capital remains a significant challenge, particularly for consumer businesses, as the economic climate has made investors more cautious.

A year and a half since its founding, ELVY Lab is a men’s personal care brand that started with skincare and intends to expand into a broader range of personal care products. Leveraging her extensive experience in the beauty industry, Lekha has positioned ELVY Lab as a direct-to-consumer brand with aspirations to enter retail. The ideal customers for ELVY Lab are men over 35, often older millennials, who are beginning to focus on skincare, have the financial capacity to invest in premium products, and are typically professionals with active lifestyles in major cities like New York and Los Angeles.

Learn more: Lekha Vyas on LinkedIn, ELVY Lab

Charlie Razook, Jackfir

Charlie Razook, Founder and CEO of Jackfir, navigates the complexities of the e-commerce landscape by leveraging alternative growth channels. With the decline in the effectiveness of traditional online advertising due to updates like iOS changes, Charlie highlights the importance of exploring new platforms such as Amazon, which offers more efficient ad spend and greater control over brand presentation. His advice to fellow entrepreneurs is to embrace different avenues for growth, acknowledging that while margins may vary, the strategic benefits can be substantial. Another challenge Charlie faces is cutting through the saturation in direct-to-consumer (DTC) sectors, prompting him to continuously seek unique ways to engage customers in an overcrowded market.

Jackfir, a certified clean men’s skincare company, was launched in August 2022 after Charlie’s health battles made him more conscious of harmful chemicals in everyday products. Unable to find clean skincare options tailored for men, Charlie created his line, offering products like cleansers, moisturizers, shaving creams, and eye creams. The brand quickly succeeded, selling through Amazon, select boutiques, and chains like Fellow Barber. Jackfir’s clientele is diverse, ranging from women purchasing for their households to men seeking healthier, eco-friendly skincare options, particularly those facing chronic health issues or embracing a more natural lifestyle.

Learn more: Charlie Razook on LinkedIn, Jackfir

Mai Luu, Cayatch Posture Corrector

Mai Luu, Founder of Cayatch Posture Corrector, offers this advice to e-commerce entrepreneurs: seek mentorship from those who are a few steps ahead, as this can significantly shorten the learning curve and save both time and money. Mai stresses the importance of having a clear vision, identifying a specific customer niche, and delivering on promises through every aspect of the business, from product development to post-purchase customer service. She also highlights the need for continuous improvement and adaptability, particularly in leveraging technology to achieve the 80-20 rule of efficiency.

Cayatch Posture Corrector, founded by Mai in 2020, specializes in ergonomic back brace posture correctors designed to address the growing issue of poor posture in today’s technology-driven world. The company’s journey began with Mai’s struggle with posture-related pain during her career as an accountant. After a decade-long product development and refinement process, Cayatch was launched during the pandemic when many people were working from home and experiencing increased sedentary behavior. The brand targets office workers and frequent mobile device users, offering FSA, HSA, and HRA-approved products and providing tax benefits to their ideal customers.

Learn more: Mai Luu on LinkedIn, Cayatch Posture Corrector

Kate Assaraf, dip sustainable

Kate Assaraf, CEO and Founder of dip sustainable, urges e-commerce business leaders to prioritize human customer service over AI-driven solutions. Kate believes that in an era of increasing AI adoption, providing personalized human responses sets companies apart and builds customer trust. She notes that customers are often willing to wait longer for a human response, as it offers reassurance and helps avoid frustrating AI feedback loops, especially when dealing with returns or issues.

dip sustainable is an eco-friendly hair care company founded by Kate and her husband Jonathan in 2021. The brand offers salon-quality shampoo and conditioner bars that cater to environmentally conscious consumers seeking high-performance, plastic-free alternatives. dip’s products are particularly popular among athletes, swimmers, and surfers due to their gentle daily-use formulas and ability to detangle hair after water activities. The company’s commitment to authenticity extends to its marketing practices. Kate insists on featuring only genuine customer reviews from those who have purchased the products, setting dip apart in an industry often reliant on inauthentic user-generated content.

Learn more: Kate Assaraf on LinkedIn, dip sustainable

Helen Denise, Knowhen and Hilin Life Products

Helen Denise, Founder and CEO of Knowhen and Hilin Life Products, offers valuable insights for e-commerce success. She emphasizes the importance of exceptional customer service, advising businesses to establish a 24/7 support team before launching. Helen also warns against overpromising, particularly regarding shipping timelines, and encourages entrepreneurs to focus on showcasing their unique value rather than competing solely on price. One significant challenge she highlights is the rising cost of advertising, which requires careful management to ensure a positive return on investment.

Helen’s journey in e-commerce began 25 years ago when she developed a product to help women determine their fertility window using saliva. Her company, Knowhen, produces a microscope-based device that allows women to check their saliva for signs of fertility. Despite facing initial regulatory hurdles, Helen successfully launched her product in 68 countries through e-commerce channels. The company now operates two websites, one for consumers and another for doctors, and has recently re-entered the Amazon marketplace. Knowhen’s ideal clients are women seeking a natural, non-invasive method to track their fertility.

Learn more: Helen Denise on LinkedIn, Knowhen and Hilin Life Products

Greg Jones, OMFG Gummies – Noble Spore

Greg Jones, CEO and Founder of OMFG Gummies—Noble Spore, advises that success in the e-commerce supplement industry hinges on deeply understanding users’ needs, effectively communicating value propositions, and building trust. He notes that in the supplement space, trust is paramount, as consumers are particularly cautious about what they put in their bodies. Greg faces the ongoing challenge of cost-effectively generating upper-funnel awareness for his products, which he plans to address through various marketing strategies, including paid traffic, SEO optimization, content creation, and potentially collaborating with micro-influencers.

Noble Spore, the company behind OMFG Gummies, produces fruit gummies infused with functional mushroom extracts. Founded three years ago, the company focuses on addressing key wellness areas such as brain health, sleep, and immunity. Greg’s approach to building trust in his brand involves being fact-based, relying on strong science, and highlighting the product’s superior qualities, such as having the most active ingredients and the best value per dosage. The company targets health-conscious consumers looking for natural wellness solutions, particularly those interested in the benefits of functional mushrooms without the psychedelic effects.

Learn more: Greg Jones on LinkedIn, OMFG Gummies – Noble Spore

James Jang,Teluris

James Jang, CEO of Teluris, shares that his key tip for running a successful e-commerce business is to choose platforms that align with your goals. After initially using Shopify, his company switched to Squarespace to focus on brand awareness, as its design flexibility better suited their needs. However, James emphasizes that this shift brought challenges, particularly with integrating fulfillment centers, forcing his team to rely on manual processes such as daily Excel tracking. He underscores that while e-commerce tools like Shopify offer better integration, the platform’s customization costs exceeded their initial budget.

Teluris is a startup cosmetic company that took three years to formulate its first products before officially launching. Specializing in skincare, the brand is unique in combining prebiotics, probiotics, and postbiotics in their formulations. Teluris targets primarily millennial women with incomes ranging from $50,000 to $200,000, offering accessible yet innovative skincare solutions. Their most popular product is the Rolls Bubble Toner, which stands out in the market for its foam formulation. This formulation balances skin pH levels and penetrates the skin more effectively than traditional liquid toners.

Learn more: James Jang on LinkedIn, Teluris

Erin Hoffman, Door County Coffee & Tea Co.

Erin Hoffman, Director of E-Commerce at Door County Coffee & Tea Co., offers this one word as a tip for thriving in the e-commerce world: adaptability. As market dynamics shift, businesses must be willing to adjust and refine their strategies in real time, especially in the ever-changing realm of online sales. Erin highlights the continued importance of email marketing as a major driver of traffic and conversions for their business. Despite the rise of social media and newer advertising channels, email remains a vital tool for engaging customers and driving growth.

Door County Coffee & Tea Co., founded in 1993 in Door County, Wisconsin, began as a small coffee roaster catering to the local tourist-heavy region. Today, the company has expanded into a multi-channel business, serving both B2C and B2B markets through its online platforms, physical storefront, and wholesale operations. Known for their specialty grade Arabica beans and a wide variety of flavored coffees, the company’s ideal customers are primarily Midwestern, flavor-seeking coffee enthusiasts, many of whom are women over 40. Popular offerings include staples like Highlander Grogg and seasonal favorites like Pumpkin Spice and Door County Christmas blends.

Learn more: Erin Hoffman on LinkedIn, Door County Coffee & Tea Co.

Jackie McCann, Better Than Booze

Jackie McCann, Marketing Manager at Better Than Booze, underscores the significance of maintaining close communication with customers to ensure e-commerce success, particularly in the highly regulated hemp beverage industry. She emphasizes the need for responsiveness, noting that listening to customer feedback—whether it’s requests for new flavors, packaging improvements, or subscription services—has been critical to building strong customer loyalty. One of the biggest challenges she continues to face is navigating advertising restrictions on platforms like Meta and Google, which are less friendly toward hemp-infused beverages compared to other hemp-based products.

Better Than Booze, founded in Nashville, Tennessee, two years ago, was created as an alcohol alternative, offering options for those looking to drink less without compromising the social experience. The company’s core demographic is women, particularly mothers, who appreciate having a sophisticated non-alcoholic option that mirrors craft cocktails. Their offerings include both hemp-infused beverages with CBD and THC, as well as fully sober versions of award-winning flavors like Rosemary Paloma. With a focus on natural, vegan, and gluten-free ingredients, Better Than Booze continues to expand its reach and offerings across 10 states, catering to individuals who value choice without judgment.

Learn more: Jackie McCann on LinkedIn, Better Than Booze

Mary Harcourt, CosmoGlo

Mary Harcourt, Founder of CosmoGlo and the inventor of the CosmoGlo light, highlights that a deep understanding of client pain points is critical to running a successful e-commerce venture. Instead of focusing on the features of a product, she highlights the importance of connecting with customers’ emotions and the challenges they face. For CosmoGlo, this means asking service providers if they’re frustrated by inadequate lighting in their workspace and positioning the product as the solution to those problems. However, she acknowledges that targeting the right audience can be tricky, as CosmoGlo’s niche market doesn’t fit neatly into traditional demographic categories, requiring more creative marketing strategies.

CosmoGlo, which Mary designed specifically for the beauty industry, offers overhead lighting that eliminates shadows, providing optimal working conditions for professionals like estheticians, tattoo artists, and permanent makeup specialists. The business was born out of her frustration as a salon owner in Los Angeles, where she realized no lights existed specifically for service providers. After multiple prototypes, the CosmoGlo light quickly gained popularity, and during the pandemic, Mary shifted her focus from personal care services to manufacturing. Today, CosmoGlo caters to professionals seeking precise, shadow-free lighting, with additional products such as light-up mirrors and macro lenses, all aimed at improving the efficiency and results of beauty services.

Learn more: Mary Harcourt on LinkedIn, CosmoGlo

James Porter, StressStop

When asked about a key tip for running a successful online business, James Porter, President of StressStop, emphasized the importance of using tools like email software, such as ActiveCampaign, to track user engagement and follow up with potential clients. For him, understanding where website visitors are coming from and how they interact with the site is essential. One persistent challenge he faces is the constantly shifting methods of customer communication—from direct mail to email and potentially even texting—requiring businesses to stay agile and continuously adapt.

Founded over 35 years ago, StressStop began as a direct mail business before transitioning to an e-commerce platform. The company offers a range of stress management resources, including workbooks, stress testing cards, and even a digital platform called My Stress Tools, which became a lifeline during the pandemic. StressStop primarily serves hospitals, corporations, government agencies, and military bases, providing wellness tools and stress management programs tailored to their needs. Currently, 75% of their revenue comes from online products, with a growing emphasis on webinars and conferences to engage clients and showcase their services.

Learn more: James Porter on LinkedIn, StressStop

Jaime Salcedo, Painless Picasso

Jaime Salcedo, Founder and CEO of Painless Picasso, shares invaluable insights for emerging e-commerce businesses. Having navigated multiple accelerators and peer groups, Jaime emphasizes the importance of building a strong community and surrounding yourself with advisors and mentors. He highlights that one of the keys to success in e-commerce, particularly for companies aiming for growth, is thorough research and understanding of regulatory compliance. Additionally, Jaime discusses the critical role of vetting manufacturing partners, emphasizing that establishing solid relationships with suppliers can be a significant challenge, especially in today’s strained supply chain environment.

Painless Picasso offers a plant-based, natural alternative to traditional pharmaceutical pain relief solutions. Initially inspired by the lack of natural products for tattoo numbing, the company has since evolved into a broader pain relief brand, positioning itself as a global alternative in this space. With formulations for various types of pain, including cuts, wounds, and muscle soreness, Painless Picasso aims to revolutionize pain management. The business recently secured investment through Techstars and JP Morgan and is preparing for a major launch in collaboration with a leading online retailer, catering to clients seeking natural, effective pain relief.

Learn more: Jaime Salcedo on LinkedIn, Painless Picasso

Alejandro Rostoker, Polar Monkeys

Drawing from his experience, Alejandro Rostoker, Founder of Polar Monkeys, advises aspiring entrepreneurs to avoid direct competition and seek out niches that others haven’t fully explored, as competing head-to-head with established players often limits profitability. His journey with Polar Monkeys, where he pioneered self-cooling ice baths before they became mainstream, is a testament to the value of finding untapped markets. However, he also highlights that manufacturing unique products like his presents ongoing challenges, especially with complex, large items that are costly to build and ship.

Polar Monkeys, founded nearly four years ago, specializes in residential self-cooling ice baths. The company initially started as a personal project when Alejandro built a prototype from spare parts, which quickly gained traction. Today, Polar Monkeys is a leader in the cold plunge industry, catering to a diverse clientele that includes extreme athletes and everyday wellness enthusiasts. The company’s success stems from filling a gap in the market and providing an accessible solution to cold water therapy for homes, gyms, and commercial spaces.

Learn more: Alejandro Rostoker on LinkedIn, Polar Monkeys

Jeff Lovett, Lovett Sundries

Jeff Lovett, Co-owner of Lovett Sundries, advises those looking to build a thriving e-commerce business to focus on steady, organic growth over quick, unsustainable scaling. He cautions against pouring money into advertising for rapid growth and instead recommends prioritizing customer service and product integrity to cultivate a loyal customer base with a high return rate. This focus on building a strong foundation rather than chasing fleeting trends has been instrumental to the long-term success Lovett Sundries has experienced.

Lovett Sundries, a nine-year-old company, produces all-natural personal care, cleaning, and grooming products. While they offer direct-to-consumer sales through their website, they also cater to a network of “mom-and-pop shops” across the country. One of their most sought-after products is a cast iron conditioning scrub inspired by a chef friend’s request and later featured in Christopher Kimball’s Milk Street newsletter. This unexpected success story highlights the company’s ability to adapt and cater to niche markets, further solidifying its appeal to a diverse clientele.

Learn more: Jeff Lovett on LinkedIn, Lovett Sundries