Read the 14 things I’d do very differently in my next ecommerce venture
After officially exiting my eCommerce business, iland co., I’ve taken some much-needed time off to rest, reflect, and recharge. The past few years have been an absolute rollercoaster from running the business to making the emotional decision to close, reopen, and finally sell it.
If I’m completely honest, I’ve felt burned out. Building and scaling a business takes everything out of you your energy, creativity, resilience, and sometimes even your confidence. But now that I’ve had time to breathe, I’ve been reflecting deeply on my nine-year journey and everything it taught me.
Through this reflection, I’ve realized there are so many things I’d do differently in my next ecommerce venture. This journey has taught me not just about business, but about people management, financial discipline, marketing strategy, and self-development.
I’ve broken down my lessons into four categories: Products, People, Marketing, and Money. Here are the 14 things I’d change next time shared openly in the hope they’ll help you on your own ecommerce venture, wherever you may be in your journey.
Products: Building a Foundation That Lasts
1. Find the Right Manufacturers at the Right Price
The cost of your product especially the per-unit and landed cost will make or break your business. In my next ecommerce venture, I’d take the time to thoroughly research and test manufacturers who offer great quality at a competitive price. A strong relationship with your suppliers can be the difference between profit and loss.
2. Rethink the Product Strategy
Fashion was my first love, but it’s also one of the hardest industries to operate in. It’s highly seasonal, fast-moving, and demands constant creativity to stay relevant. If I were starting again, I’d explore products that are evergreen, not trend-driven, and that don’t require managing hundreds of SKUs. Simplifying your product line helps reduce stress, complexity, and cost.
3. Plan and Order Early
If you do choose a fashion-based model, always plan at least a year ahead. Early planning means you can utilize sea freight instead of costly air freight, significantly reducing your final landed costs. It may not sound glamorous, but operational efficiency is what keeps businesses profitable in the long run.
People: Building the Right Team (and Mindset)
4. Hire Smart, Manage Smarter
One of my biggest lessons was around hiring. In the future, I’ll hire based on skill, attitude, and work ethic not just personality. And when issues arise, I’ll address them immediately instead of letting them fester. I’ve learned that holding onto the wrong people for too long costs you money, sleep, and peace of mind. Leadership isn’t about being liked; it’s about running an efficient, values-driven business.
5. Get a Great Bookkeeper and Accountant
A strong financial support team is essential. I’d work closely with a bookkeeper and accountant from the start to get regular financial check-ins. They’re not just there to do your BAS or taxes they can offer insights into what’s working, what’s not, and where to focus next.
6. Invest in Self-Development
Running an eCommerce business is as much a personal journey as it is a professional one. Developing self-awareness, emotional intelligence, and stress management tools will make you a stronger leader. As your team grows, you’ll also need to confront old patterns, self-doubt, and imposter syndrome. Doing this inner work helps you lead with confidence and clarity.
7. Work with an Experienced eComm Coach
If I could go back, I’d hire a coach who’s actually built and scaled their own ecommerce venture, not just someone who teaches marketing or mindset. There are so many moving parts in an online product-based business logistics, inventory, customer experience, paid ads, and cash flow. A coach who’s been there can help you navigate the chaos more strategically.
Marketing: The Engine That Drives Growth
8. Master Facebook Ads
Love it or hate it, Facebook and Instagram ads are still one of the most effective ways to scale an online store. I’d invest time and money in truly understanding the ad platform not just outsourcing it immediately. Knowing how your ads perform helps you make smarter marketing and product decisions.
9. Create an In-House Content Setup
I’d dedicate a small space at home or in the office for product photography an “Instagram corner.” Learning basic photography skills saves thousands in professional shoots and gives you full creative control. DIY content is also more authentic, which today’s consumers love.
10. Build Long-Term Relationships with Influencers
Instead of one-off influencer collaborations, I’d partner with a handful of brand reps who genuinely align with the brand. These relationships not only expand reach but also generate high-quality content that can be reused across campaigns. A consistent brand voice through your ambassadors builds trust and loyalty over time.
Money: Managing Cash Flow with Confidence
(Please note: I’m sharing my personal reflections here, not financial advice. Always consult your accountant or advisor for your own circumstances.)
11. Keep Cash in the Bank and Access to Finance
If your business sells physical products, you’ll need cash flow. You often pay suppliers months before your products are ready to sell. In my next ecommerce venture, I’d ensure a healthy cash reserve and maintain access to financing options like inventory finance or PayPal Capital. Having financial breathing room prevents stress and allows for smarter decisions.
12. Pay Taxes Monthly
Waiting for quarterly tax bills can be devastating to cash flow. I learned the hard way that paying GST, BAS, and PAYG monthly or even weekly keeps things under control. Out of sight, out of mind works better than seeing a big lump sum in your account that you’ll eventually owe to the ATO.
13. Test Small Before Going Big
Just because you love a product doesn’t mean your customers will. Start with small runs a few colors, limited quantities and test demand. You can always scale production once you know what resonates. This approach prevents overstock, waste, and unnecessary financial risk.
14. Budget Generously for Marketing
Marketing costs have skyrocketed. Gone are the days of spending $10 to make a sale. Now, it’s often closer to $50 in ad spend for every $150 product sold. That’s why your profit margins must account for 40–50% marketing costs when starting out. Factor this in early to avoid painful surprises later.
Final Thoughts: Lessons of a Ecommerce Venture
Stepping away from iland co. was emotional, but it’s given me clarity. If there’s one overarching lesson from this experience, it’s that success in an ecommerce venture doesn’t come from passion alone it comes from systems, planning, people, and mindset.
Every mistake taught me something invaluable. And while I’d do many things differently next time, I wouldn’t trade the journey for anything. My hope is that by sharing these reflections, your path in your ecommerce venture will be a little smoother, a little smarter, and a lot more fulfilling.
Talk to me Jodie so I can help you with your ecommerce venture.
