Ever dreamed of building a thriving online business? It’s a path that seems alluring yet daunting — a blend of freedom and challenges. Disk.com recently spoke with 20 e-commerce business owners to learn their top tips for success. From prioritizing the right team and systems to nailing your marketing funnel and providing stellar customer service, their advice spanned key areas like operations, branding, and profitability. Developing an authentic brand voice, understanding your ideal customer’s mindset, and committing to continual learning and improvement emerged as recurring themes.
The featured entrepreneurs run a gamut of businesses, from menstrual care and CBD companies to wine retailers and tech startups catering to niche markets like treating body-focused disorders or providing discreet medical device accessories. Some offer clean beauty and wellness products for the entire family, while others specialize in everything from microgreens to ergonomic pillows. What unites them is a passion for solving real problems and improving lives through innovative online business models. Despite their diverse offerings, they faced similar hurdles around customer acquisition, logistics, regulations, and standing out in crowded digital marketplaces.
Meg Ferrigno, MoonPads
Meg Ferrigno, Founder of MoonPads, stresses the importance of building the right team to run a successful e-commerce business. “The biggest thing is finding your people. And it’s not necessarily who has the best deal. It’s who actually has congruent values and ethics to your company,” she advises. Meg has faced the unique challenge of selling a product focused on menstruation, which can make some in the e-commerce space uncomfortable discussing it. “Having a product that half of the population, but the majority of the e-commerce population is scared to talk about or just doesn’t know how to talk about it, has given me a lot of extra work,” she notes.
MoonPads is a compostable organic menstrual care company that sells its products on a buy-one, gift-one basis to help address period poverty. MoonPads, a certified B Corporation, launched on Amazon in 2022 and also operates a Shopify site that fulfills orders through Amazon. The company started by offering biodegradable products but has since pushed further into fully compostable pads and tampons—a gap in the menstrual care market as many competitors use plastic despite claiming eco-friendly materials. With a focus on sustainability and health, MoonPads has expanded to five products and plans to launch another this spring.
Learn more: Meg Ferrigno on LinkedIn, MoonPads
Dr. Barbra Hanna, MyMenopauseRx
As Founder & CEO of MyMenopauseRx, Dr. Barbra Hanna highlights the importance of staying up-to-date with Google’s ever-changing advertising rules and search engine optimization (SEO) best practices as a top tip for running a successful e-commerce business. She highlights the challenge of navigating Google’s strict policies, citing an instance where using brand names like Wegovy or Ozempic for FDA-approved weight management medications triggered an audit. Ensuring compliance with online advertising regulations and optimizing SEO to attract customers are ongoing hurdles in the dynamic e-commerce landscape.
Dr. Hanna describes MyMenopauseRx as a virtual women’s healthcare company founded in Illinois and rapidly expanding nationwide. The platform specializes in menopause healthcare and offers virtual gynecology services for women over 40, addressing perimenopause and menopause symptoms. The company has streamlined in-person doctor’s office experiences into a convenient and accessible online platform. As part of their e-commerce venture, MyMenopauseRx curates a selection of supplements specifically tailored for midlife women. Noteworthy among them is their popular probiotic, recognized for promoting good gut health, and the collagen gummy, scientifically studied for its benefits in bone health, joint support, and skin enhancement—catering to the unique wellness needs of perimenopausal and menopausal women. MyMenopauseRx thus not only provides virtual healthcare solutions but also offers carefully curated products through its e-commerce platform.
Learn more: Dr. Barbra Hanna on LinkedIn, MyMenopauseRx
Gabi Day, Bright Body
According to Gabi Day, Founder of Bright Body, a key element in running a thriving e-commerce business is implementing effective systems. She points to the common struggle in the business community, particularly in small, local markets like Richmond, with establishing sustainable marketing, sales, and product delivery systems. Gabi stresses the importance of not just focusing on one aspect of the customer journey but creating a holistic approach, from attracting new customers to nurturing and retaining them. Her advice underscores the need for clarity in developing consistent, sustainable systems that prevent burnout, challenging the misconception that working more is always better. By understanding the entire spectrum of top-of-funnel to bottom-of-funnel activities, e-commerce businesses can work smarter, not harder, and achieve long-term success.
Bright Body is an innovative and socially conscious e-commerce venture specializing in non-toxic and refillable skin and hair care products for adults and babies. Established in response to Gabi’s personal journey and health challenges, Bright Body’s product lines prioritize safety and performance, using only EWG’s safest-rated ingredients. The business expanded to include baby products after Gabi’s twins were born in April 2022. Bright Body reflects its values as a progressive-owned business by contributing 1% of its sales to the Center for Reproductive Rights. Bright Body utilizes a closed-loop refill system, encouraging eco-conscious customers to contribute to sustainability without overwhelming their busy lives. Overall, Bright Body offers quality products and dedicates itself to a mission centered approach on social and environmental responsibility.
Learn more: Gabi Day on LinkedIn, Bright Body
Darin Milman, My Protect Kit
Darin Milman shared valuable insights on entrepreneurship, emphasizing the importance of focusing on the product and building a brand before investing heavily in advertising. He highlighted the significance of creating a unique product that stands out in the market, ensuring it addresses a specific need and isn’t just another iteration of existing offerings. Darin stressed the value of strategic partnerships, citing his success with the grommet.com platform, which accepts only 3% of product submissions. By leveraging such opportunities, businesses can gain exposure to a broader audience and drive website visits.
My Protect Kit, which Darin started in 2019, specializes in providing convenient, prepackaged kits for various situations. From travel and outdoor activities to daily essentials and baby care, the company offers a diverse range of kits, each tailored to meet specific needs. The products, available at affordable prices, have found their way into major retailers such as Walmart, TJ Maxx, Marshalls, and Hudson News, positioning the brand for substantial growth. With a focus on convenience and simplicity, Darin’s kits have earned positive reviews and accolades, including the coveted Amazon Choice Award. As the company gears up for further expansion, including e-commerce initiatives, Darin’s journey is a testament to the importance of strategic planning, unique product offerings, and building a strong brand presence across online and offline platforms.
Learn more: Darin Milman on LinkedIn, My Protect Kit
Kristen Palmer, Lechia
Kristen Palmer, CEO & Co-founder of Lechia, says successful e-commerce businesses require a comprehensive marketing funnel and consistent content creation to generate buzz and drive awareness. According to Kristen, “It truly is getting creative in terms of creating content to get your brand buzzing and humming in the hands of consumers.” She stresses that businesses cannot rely solely on paid advertising and must utilize social media, events, and partnerships to build their brand over time. Kristen warns that it’s a marathon, not a sprint, and most brands statistically fail within the first year, so having a long-term mindset and plan is crucial.
Lechia Organic is a health-focused brand offering a line of organic, dairy-free milk made from ingredients like macadamia nuts, chia seeds, and oats. Kristenr’s background in the consumer packaged goods industry, including roles at Tito’s Vodka and popular dairy-free brands, inspired her and co-founder Christian Goga to create products that address gut and brain health. Their goal was to provide shelf-stable, clean-label beverages rich in omega-3s to combat dehydration and childhood obesity. Lechia’s products are now available in over 2,500 stores nationwide and through e-commerce platforms like Amazon, catering to consumers seeking healthier, plant-based alternatives.
Learn more: Kristen Palmer on LinkedIn, Lechia
Howard Kaufman, ORL
Howard Kaufman’s top tip for running a thriving e-commerce business is to deliver an exceptional customer experience that larger competitors cannot match. He emphasizes working backward from understanding the target customer avatar, such as the “yoga mom” looking for healthy, chemical-free products for her family. Then, find ways to “wow” these customers with personalized attention, surprise product extras, unconditional guarantees, and exemplary service that big brands struggle to deliver. By being the “David with a slingshot against Goliath,” emerging brands can outmaneuver corporate giants through fierce customer loyalty.
ORL is a natural oral care company that sells toothpaste, mouthwash, and other products nationally through grocery retailers, boutiques, hotels, dental offices, and e-commerce platforms like their website and Amazon. A key differentiator is their packaging, made from recyclable materials such as aluminum and glass, rather than plastic tubes that pile up in landfills. Their products maintain a perfect 7.0 pH balance to reduce bacteria growth and issues like bad breath. With flavor options like peppermint, cinnamon, and bubblegum, ORL targets consumers seeking healthy, eco-friendly oral care, especially the “yoga mom” archetype concerned about chemicals and sustainable living.
Learn more: Howard Kaufman on LinkedIn, ORL
Jane Emma, The Goodfor Company
Jane Emma, Founder and Owner of The Goodfor Company, points to the value of strategic partnerships in running a successful e-commerce business. Instead of relying solely on traditional marketing methods like social media ads, Jane advises leveraging partnerships to amplify brand presence and reach the right audience more effectively. By establishing key alliances early on, businesses can streamline their marketing efforts and benefit from shared resources and audiences. However, Jane also acknowledges the challenge of scaling operations while maintaining a low return rate. As the company grows, ensuring smooth fulfillment processes becomes crucial, requiring proactive measures such as preemptively seeking out potential partners for future collaborations.
The Goodfor Company offers a wide range of water treatment solutions catering to homeowners and renters alike. With a focus on accessibility and education, the company aims to make healthy water available to its target demographic of professionals aged 25 to 50 with families. Offering products ranging from affordable shower filters to comprehensive whole-home systems, The Goodfor Company addresses diverse needs and budget constraints among its clientele. Through educational content and strategic partnerships, the company sells products and empowers customers to make informed decisions about water quality and its impact on their health and finances.
Learn more: Jane Emma on LinkedIn, The Goodfor Company
Ed Salazar, SnoreLessNow
Ed Salazar encourages e-commerce businesses to focus internally to increase average order value, customer retention, and referrals rather than solely relying on influencers and advertising spending. He recommends implementing cross-sells, upsells, and a robust email marketing program that educates customers. Ed also advises seeking help from mentors and experts through formal mentorship programs or outsourcing specialized tasks like copywriting and web design. One major challenge he cites is fluctuations in marketing platform performance impacting customer acquisition costs, highlighting the importance of developing other customer touchpoints beyond paid advertising.
SnoreLessNow launched in January 2023, offering various anti-snoring products like nasal dilators, pillows, and mouthguards manufactured by a Swiss partner. Despite building a 10,000-person following before launch, they initially struggled until implementing tactics like giving free products for reviews to establish social proof as a new brand. Their most popular product is the AirFlow Clip nasal dilator, differentiated by its 90+ day durability and the ability to thermoform it for a customized fit. SnoreLessNow targets the millions who snore or have breathing issues during sleep, with products aimed at reducing snoring and associated conditions like sleep apnea.
Learn more: Ed Salazar on LinkedIn, SnoreLessNow
Andrew Chen, Flatiron Wines & Spirits
Andrew Chen, Chief Digital and eCommerce Officer at Flatiron Wines & Spirits, notes the importance of recognizing and leveraging unique competitive advantages for thriving in e-commerce. In his case, Flatiron Wines & Spirits has physical retail spaces, which provide an opportunity to create a seamless customer experience across digital and physical touchpoints. Andrew highlights the challenge of operating an e-commerce business in the wine and spirits industry, which requires special handling, regulatory compliance, and higher shipping costs due to the fragility and weight of glass bottles.
Founded in New York City in 2012, Flatiron Wines & Spirits establishes itself as a destination retailer, specializing in limited-production wines from multi-generational family winemakers in traditional wine-growing regions such as France and Italy. The company caters to customers who have a deeper appreciation for wine and aligns its marketing efforts with values such as sustainable viticulture and cultural practices, positioning wine as a way to explore the world. Andrew cites the importance of storytelling and expertise in their digital presence, translating the in-store experience to their e-commerce platform through blogs, email marketing, and product descriptions.
Learn more: Andrew Chen on LinkedIn, Flatiron Wines & Spirits
Scott Schwab, MettNaturals
Scott Schwab, Co-Chief Executive Officer at MettNaturals, advises e-commerce business owners to fail quickly and find the right product-market fit for success. He advises entrepreneurs to try different approaches but continuously analyze data to identify what works and what doesn’t. Scott believes many people get stuck on their initial ideas without validating them with data, which results in wasted time and resources. For his CBD e-commerce business, the biggest challenge has been navigating the complex web of regulations, including banking restrictions and varying state and federal laws, despite the legalization of hemp-derived CBD.
MettNaturals was founded in 2019 as a hemp CBD company, starting with a 500-acre hemp farm to understand the cultivation process and establish a supply chain focused on product purity. In 2021, they launched their consumer products line, offering topicals, soft gels, bath soaks, and tinctures derived from their hemp farming operations. Scott’s company caters primarily to female customers aged 25 to 55, often mothers seeking natural solutions for their families’ needs, such as anxiety, skincare issues, or pain relief. Their most popular product is a full-spectrum CBD sleep gel infused with lavender and chamomile, designed to promote a balanced sleep cycle.
Learn more: Scott Schwab on LinkedIn, MettNaturals
Stephen Cowan, BeMicro(Beyond Microgreens)
Before expanding your e-commerce business, Stephen Cowan, CEO of BeMicro, says you need to find your unique selling proposition and initially focus on selling one product. He recommends gathering real-world market feedback from venues like farmers’ markets to understand what resonates with customers. According to Stephen, one of the biggest challenges in running an e-commerce business is finding good, reasonably-priced consultants who deliver on their promises. He notes that hiring the right talent is difficult for small and medium-sized companies.
BeMicro is an e-commerce business that grows, washes, freeze-dries, tests, and sells nutrient-dense microgreens, which are baby vegetables harvested 10-14 days after sprouting when they contain the highest levels of vitamins, minerals, antioxidants, and beneficial plant compounds. Stephen started the company with a line of organic loose-leaf teas containing microgreens but found that the freeze-dried microgreens became the best-selling product. BeMicro’s microgreens are grown using sustainable methods with no pesticides and can be shipped nationwide, making them accessible to customers without local sources of fresh microgreens.
Learn more: Stephen Cowan on LinkedIn, BeMicro
Aneela Idnani, HabitAware
Aneela Idnani, Co-founder of HabitAware, a Minneapolis-based wearable tech company, believes in understanding the customer’s mindset at different stages of their journey. She emphasizes the importance of identifying who the customer is and where they are in their consideration process towards the problem the business is solving. Aneela highlights the recurring challenge of wearing multiple hats in a small team, juggling between managing day-to-day operations and working on new ideas and growth strategies for the business.
HabitAware focuses on helping people overcome body-focused repetitive behaviors (BFRBs) like hair pulling, skin picking, and nail-biting through their awareness bracelets and behavior change resources. Aneela’s personal experience with trichotillomania (hair-pulling disorder) inspired her and her husband to create a smart bracelet that uses gesture detection to bring awareness to these subconscious self-soothing behaviors. Their ideal customers are individuals struggling with BFRBs or their loved ones seeking to support them in taking control of these conditions that can significantly impact their mental health, social life, and self-perception.
Learn more: Aneela Idnani on LinkedIn, HabitAware
Fatima Khan, Riven Oral Care
Fatima Khan, Co-founder of oral care brand Riven, credits accelerator programs as instrumental to her company’s success in navigating the e-commerce landscape. “If I wasn’t in these accelerator programs, I wouldn’t understand how to work with retailers or how to do marketing,” she says. The programs connected her with PR partners who helped get Riven featured in major publications like Forbes and PureWow early on. Fatima also learned invaluable lessons about challenges like high shipping costs for heavy glass bottles, dealing with product breakage issues, and costly chargebacks from big retailers. Constantly troubleshooting logistics snags has been an ongoing hurdle.
Fatima, trained as a dentist, founded Riven after researching oral microbiome imbalances that can lead to issues like gum disease and cavities. She discovered that instead of simply eliminating bacteria like traditional products, introducing good probiotic bacteria helps crowd out harmful pathogens. Riven’s probiotic-based oral care products aim to restore a healthy oral biome. The company initially targeted holistic dental offices and small retailers before working with accelerators to explore selling through mass retailers like Target. Amazon is one of Riven’s biggest sales channels as they continue expanding their product range.
Learn more: Fatima Khan on LinkedIn, Riven Oral Care
Shawna Davis, Your Daily
Shawna Davis emphasizes the importance of understanding the customer journey and meeting customers wherever they are in their level of awareness about their problems and potential solutions. She recommends having content and offerings tailored to each stage, providing “breadcrumbs” that guide the customer to the next level until they are ready to purchase your product or service. Shawna struggled initially because her team was too small to handle everything at once. She advises new entrepreneurs to embrace being a “jack of all trades” initially, remain resilient when things aren’t perfect, and continually test, learn, and refine their approach.
Your Daily is Shawna’s e-commerce business, providing an app and other products to help women manage stress, burnout, and anxiety through mind-body exercises and tools. The company started out targeting women aged 40-55 with autoimmune and burnout conditions but found greater traction with younger millennials and Gen Z women aged 25-40 who are open to digital self-care solutions for mental health issues like anxiety and depression. Your Daily takes users through a 5-step process incorporating nervous system regulation techniques to release pent-up stress and trauma. In addition to the app, they offer courses, journals, and habit trackers for cultivating an overall healthy lifestyle.
Learn more: Shawna Davis on LinkedIn, Your Daily
Steven Munatones, KAATSU
Steven Munatones, CEO and Co-founder of KAATSU, advises e-commerce entrepreneurs to truly understand their core customers — the ones who will buy the product today. According to Steven, speaking directly to those customers, learning what words resonate with them to describe the product benefits, and making them happy is crucial. For KAATSU, this meant pivoting their marketing language and imagery away from professional athletes towards their main customer base of people over 60 seeking to maintain mobility and balance. The biggest challenge Steven continuously faces is standing out amidst the noise of competitors and knockoffs once a product becomes popular. Maintaining an authentic, genuine voice visually and through text is difficult but essential.
Steven co-founded KAATSU after 13 years of research and development, finally launching the e-commerce business 10 years ago thanks to personal savings. KAATSU sells portable compression products that promote muscle recovery and rehabilitation through restricted blood flow. While professional athletes like Carmelo Anthony have organically discovered and adopted KAATSU’s products through word-of-mouth, the ideal clients are the U.S. military and individuals over 60. The ability to be compact and convenient is a major selling point. Despite having some famous athlete customers, over 70% of KAATSU’s user base is elderly and interested in maintaining balance, strength, and mobility rather than maximizing vertical leap.
Learn more: Steven Munatones on LinkedIn, KAATSU
Onahira Rivas, Florida’s Cotton Clouds
Onahira Rivas, Chief Executive Officer of Florida’s Cotton Clouds, stresses the importance of prioritizing customer satisfaction and delivering on promises for running a successful e-commerce business. According to Onahira, robust customer support often indicates underlying issues with product descriptions, fulfillment, or meeting customer expectations. Instead, she advises focusing on accurate product details, honest marketing, and reliable shipping timelines to foster positive reviews and repeat business. Onahira cites managing overseas supply chains and inconsistent product quality as the primary challenges in her e-commerce ventures.
Florida’s Cotton Clouds was born from Onahira’s 14 years of entrepreneurial experience in e-commerce, where she sold over 700 products and achieved best-seller status on platforms like Walmart and eBay. Aiming to inspire other entrepreneurs to manufacture in America, she established a factory producing cotton products made entirely from US-sourced materials. The company offers three product lines: cotton pads, swabs, and balls. While previously focused on direct-to-consumer sales, Florida’s Cotton Clouds now concentrates on business-to-business partnerships, seeking to supply major retailers like Walmart, Walgreens, and CVS with their American-made cotton goods.
Learn more: Onahira Rivas on LinkedIn, Florida’s Cotton Clouds
Ora Assayag, Ora’s Amazing Herbal
Ora Assayag, Founder & Owner of Ora’s Amazing Herbal, has learned through experience the importance of meticulous planning and delegation for running a successful e-commerce business. “Make sure you have a really, really realistic and detailed plan,” Ora advises. She started her company flying by the seat of her pants, resulting in years of financial losses before making a profit. Ora also emphasizes the necessity of delegating tasks to others to prevent burnout. “Find people who kind of cover your own shortcomings,” she recommends, having initially tried to do everything herself without a business background.
Ora’s Amazing Herbal makes natural, herbal-infused skincare products for the whole family. What began as a homeschooling mom making one product to pay off student loans has become a woman-owned business based in Englewood, NJ. While Ora initially targeted moms as her ideal customers, her customer base has expanded along with the product line to include items like eczema care, tattoo aftercare, and talc-free body powders. Across these diverse offerings, Ora’s ideal customers are those seeking effective yet natural and trustworthy products at a reasonable price point.
Learn more: Ora Assayag on LinkedIn, Ora’s Amazing Herbal
Jamie Noble, Noble Pillow
Jamie Noble emphasized the importance of finding good executors to implement marketing plans and outsourcing tasks that require expertise beyond their capabilities. Additionally, she highlighted the value of leveraging affordable online tools for work like graphics and content writing to maintain a professional appearance on a budget. One of Jamie’s biggest challenges is selling a product that relies on experience, making the education process more challenging.
Jamie Noble is the Founder and Co-owner of Noble Pillow, an e-commerce business that sells ergonomic, customizable pillows. Jamie, who has a background in physical sports medicine, initially designed the pillows for her clients and personal use. With the growing popularity of the pillows, Jamie separated the pillow business from her training venture, establishing Noble Pillow as a dedicated e-commerce company. The business’s most popular products are the head pillow and the lower body pillow, with the latter featured on the Today Show. Noble Pillow’s ideal customers are individuals seeking relief from discomfort or pain, including healthcare practitioners and individuals knowledgeable about ergonomic products.
Learn more: Jamie Noble on LinkedIn, Noble Pillow
Celia Yu, Senbird Tea
Celia Yu, Co-founder of Senbird Tea, stresses the importance of continuous learning and optimization for running a thriving e-commerce business. After relaunching their website on Shopify in 2005, having previously been on WordPress, she cites taking advantage of Shopify’s built-in sales management tools and integration capabilities as critical to their success. However, Celia acknowledges that a major challenge is avoiding overcommitting and losing focus amidst the many exciting opportunities. She emphasizes that pinpointing the main goal and staying disciplined to pursue it are paramount for any e-commerce entrepreneur.
Senbird Tea is a brand offering authentic Japanese teas sourced from family farms across Japan, including organic green and herbal teas and handcrafted varieties. Celia notes their ideal customers tend to be tea enthusiasts drawn to Japanese culture who prioritize health and transparency around sustainable, small-batch farming practices. Their most popular product is the Sencha Hatsuzumi, a deep-steamed variety from the Mt. Fuji region with a vegetal, umami flavor profile. Another bestseller is their toasty, nutty Sobacha Buckwheat Tea, prized for its caffeine-free quality and blood sugar-regulating benefits.
Learn more: Celia Yu on LinkedIn, Senbird Tea
Valerie Emanuel, Rif Care
Valerie Emanuel believes that for an e-commerce business to thrive, it must achieve product-market fit. She learned from previous entrepreneurial experiences how crucial it is to offer a product that genuinely meets people’s needs rather than trying to convince them they need something. With Rif Care, Valerie knew there was a market for better period care solutions, providing the company with a “right to exist.” However, she cites acquiring new customers online as her biggest ongoing challenge. While in-store sales have been relatively easy due to customers being able to see and touch the products, cutting through the vast online marketplace and overcoming skepticism about internet purchases is an expensive hurdle.
Rif Care is a pioneering period care brand making products from hemp fiber that are biodegradable, chemical-free, and better for the body and planet. Founded by Valerie, the company’s product line includes menstrual pads, as well as the increasingly popular period underwear that can be washed and reused for years. Rif Care’s ideal customers are health and wellness-conscious individuals seeking eco-friendly period products aligned with their values of making sustainable choices that are good for themselves and the environment. The menstrual pads and period underwear have emerged as the brand’s most popular offerings.
Learn more: Valerie Emanuel on LinkedIn, Rif Care
Mary Marshall, Styledwel
Mary Marshall, Founder & CEO of Styledwel, emphasizes the importance of staying on top of the latest trends as her top tip for running a successful e-commerce business. “Be up on what’s selling. Where are people going? What are they looking at?” she advises. Mary admits that one of her biggest challenges has been driving traffic to her website instead of relying heavily on platforms like Amazon, which takes a significant cut. She is working to attract more customers to her site with marketing efforts such as discount video campaigns.
Styledwel creates innovative products that provide discreet support and dignity for individuals who require medical devices like urinary leg bags. Mary started the company in 2012 after a family member’s negative experience using an exposed leg bag drew her attention to the issue. Her initial product designs aimed to cover and secure the bags in a functional yet stylish way. Styledwel’s patented products are used in institutional and home settings, allowing customers to regain confidence and continue living active lives without embarrassment over their medical needs.
Learn more: Mary Marshall on LinkedIn, Styledwel