Last week, I had the opportunity to network with some incredible ecommerce founders.
No slides. No selling. No “perfect success stories.”
Just real conversations with people building real businesses in a tough market.
And what stood out most was how often the same themes came up again and again.
Here are five key takeaways that stayed with me — and why they matter.
1) Ecommerce Is Hard (And Right Now, It’s Even Harder)
The first point is simple:
Ecommerce is hard.
And lately, it’s become even more challenging.
I keep hearing the same message from different businesses across different sectors:
People are not buying the way they used to.
Not just in one niche. Across the board.
That doesn’t mean ecommerce is “dead.”
But it does mean the easy growth years are gone, and fundamentals matter more than ever.
2) Markets Matter More Than Most People Admit
A business model that skyrockets in the United States doesn’t always produce the same results in the UK.
Different buying behaviours.
Different spending patterns.
Different expectations.
Sometimes founders assume the product is the only variable.
But the market you’re selling into changes everything.
If you have the opportunity to serve US customers and the model fits, it’s worth exploring seriously — because geography can be a growth lever on its own.
3) Exit at the Right Time (Don’t Ignore the Window)
This is a hard truth, but an important one.
If someone offers to acquire your business, consider it seriously.
Not emotionally.
Strategically.
Because many founders wait too long. They get stuck chasing the same plateau year after year.
If you’re not seeing stable 20–30% YoY growth, it may be worth stepping back and asking the bigger question:
Is this the best use of your energy long-term?
Sometimes the smartest move isn’t grinding harder.
It’s choosing the right moment to exit.
4) Build Your Own Brand (Have Your Own Value)
This one hits especially hard for resellers.
At The Cabin Luggage Company, we sell high-quality products.
But every collaboration with influencers, advertisers, or media ultimately promotes someone else’s brand too.
So the question becomes:
Why do people buy from you instead of buying directly from the original brand?
If you don’t define your own value, the market will define it for you.
And in most cases, it won’t be in your favour.
Founders need to build their own positioning, their own trust, and their own reason to exist.
Because brand is what protects margin.
Brand is what creates loyalty.
Brand is what makes customers come back.
5) The Hardest Times Can Be the Best Times
Here’s the final insight that came up repeatedly:
When the market dips, smaller players often disappear.
And that creates opportunity.
Not for the biggest businesses — but for strong, well-run mid-sized companies with discipline and long-term thinking.
This is the time when smart brands can:
- step in
- acquire smaller brands
- strengthen their customer base
- expand market share
- and build a bigger future while competitors pull back
Hard times expose weaknesses.
But they also reveal opportunities the market doesn’t offer when everything feels easy.
Final Thought: The Best Lessons Come from Real Conversations
You can learn a lot from podcasts, reports, and ecommerce “gurus.”
But the most valuable insights still come from honest founder conversations.
Because founders aren’t guessing.
They’re living it.
And when the same five lessons keep repeating across different rooms with different people, it’s usually a signal worth paying attention to.