5 Mistakes to Avoid When Starting An Ecommerce Store
Starting an ecommerce store can be an exciting venture, but it's fraught with potential pitfalls. This article explores common mistakes that new ecommerce entrepreneurs often make, drawing on insights from industry experts. By understanding these crucial areas - from choosing the right fulfillment partner to crafting detailed product descriptions - aspiring online retailers can set themselves up for success.
- Choose the Right Fulfillment Partner
- Implement Customer Feedback Systems
- Plan for Returns and Refunds
- Craft Detailed Product Descriptions
- Focus on Core Products First
Choose the Right Fulfillment Partner
One of the biggest mistakes I made early in my eCommerce journey was choosing the wrong fulfillment partner. When running my 7-figure eCommerce brand, I cycled through three different 3PLs in just 18 months – a nightmare that cost me thousands in mispicked orders and severely damaged customer relationships.
I was lured by flashy websites and big promises without doing proper due diligence. I didn't thoroughly vet their technology stack, understand their picking processes, or verify their claimed integrations. When inventory discrepancies and shipping delays started piling up, it was already too late – customers were receiving the wrong products or nothing at all.
The hard truth is that most eCommerce founders underestimate how critical fulfillment is to their success. Your 3PL is literally the last touchpoint between your brand and your customer. I learned this lesson the expensive way.
To overcome this challenge, I developed a systematic approach to vetting potential partners. I started requesting facility tours, speaking directly with operations managers (not just sales representatives), and connecting with current clients for honest feedback. I created detailed scorecards to evaluate each potential partner across multiple dimensions – technology capabilities, geographic fit, volume handling, error rates, and customer service responsiveness.
This process led me to find a 3PL that actually specialized in my product category and understood its unique challenges. The difference was immediate – error rates dropped dramatically, and customer satisfaction improved.
This experience ultimately inspired me to start Fulfill.com. I realized there had to be a better way to connect eCommerce businesses with the right fulfillment partners based on their specific needs rather than wasting time and money through trial and error. Sometimes your biggest mistakes lead to your greatest opportunities – that was certainly the case for me.
Implement Customer Feedback Systems
One mistake I made early in my eCommerce career was assuming that a solid product selection and a well-designed website would naturally lead to consistent growth. I underestimated how critical it is to build a system for customer feedback and data-driven improvement from day one. In those early days, I focused heavily on optimizing the shopping experience I wanted to present, rather than understanding the friction points my customers were actually experiencing.
For example, I recall a launch where we invested significantly in site aesthetics and product assortment, confident that these would drive conversion. Sales were decent, but repeat purchases lagged, and our marketing spend was not yielding the expected ROI. It became clear that we were making decisions based on our own assumptions, not on real insights from customer behavior or feedback.
The turning point came when I started working closely with clients as a consultant, observing similar patterns in businesses of all sizes. I realized that sustainable eCommerce growth demands a disciplined process for gathering, analyzing, and acting on customer data. This means not just tracking metrics, but proactively seeking qualitative feedback - through post-purchase surveys, customer service interactions, and even direct outreach to high-value clients. We made it a norm to review this feedback weekly, using it to prioritize changes in the user experience, product content, and post-sale communication.
This change in approach transformed our results. By addressing specific pain points raised directly by customers - such as unclear shipping timelines or confusing return policies - we saw measurable improvements in repeat purchase rates and customer satisfaction. Our marketing investments became more efficient, as campaigns were informed by what truly mattered to our audience.
Through my work at ECDMA, I see repeatedly that companies who establish a rigorous feedback and improvement loop early on are better positioned to scale, adapt, and outperform competitors. My advice is to treat customer input as the most valuable asset you have, and to build your operating rhythm around it. This discipline will save you both time and capital that would otherwise be spent correcting course too late.
Plan for Returns and Refunds
One mistake I made early on with my eCommerce store was underestimating the impact of returns - both in terms of cost and operational complexity. Initially, I focused almost entirely on sales and fulfillment, assuming returns would be rare and easy to handle. They weren't.
As orders grew, so did the number of returns. We hadn't factored in enough margin to absorb the cost of return shipping, restocking, or damaged items. It also became clear that our return policy, while well-meaning, was vague and open to interpretation, which created confusion for both customers and the team.
To fix this, we reworked our return policy to be crystal clear - covering timeframes, conditions, and refund processing. We also adjusted product pricing and shipping options to account for return-related costs, building those into our margins from the start. On the operations side, we set up a simple tracking system to monitor return reasons, which helped identify product issues or sizing inconsistencies we could improve.
Most importantly, we shifted our mindset. Instead of treating returns as a nuisance, we started viewing them as a chance to improve the customer experience. That helped reduce friction, build trust, and ultimately improved repeat purchases.
Craft Detailed Product Descriptions
One common mistake we often see from clients early on in their eCommerce journey is launching their store without giving enough attention to their product descriptions. Many initially assume that a good-looking website and quality images are enough, so they either use generic copy provided by suppliers or keep descriptions short and vague. This results in poor search visibility and missed conversion opportunities, especially when customers want detailed information before making a purchase.
One client we worked with launched a fashion accessories store using basic product descriptions copied from manufacturers. The products looked great, but they weren't ranking well on Google and shoppers often bounced without buying. Customers also contacted them with simple questions that could have been answered directly on the product page. This created unnecessary work for the support team and slowed down the buying process.
We helped them overcome this by rewriting every product description with a focus on unique, helpful, and SEO-friendly content. We made sure each one reflected the brand's tone of voice, clearly highlighted the product's benefits, answered common questions, and included relevant keywords. We also added structured sections like materials, sizing, care instructions, and shipping info to improve usability.
After making these changes, the store saw an increase in organic traffic, better engagement on product pages, and a noticeable drop in customer support queries. More importantly, conversion rates improved because customers had the confidence to buy without needing extra help.
For anyone starting an eCommerce store, our advice from experience is to invest time into your product descriptions from day one. Treat each one as a key sales tool, not just a placeholder. It builds trust, supports SEO, and gives your customers everything they need to make a confident purchase.
Focus on Core Products First
Early on, I made the mistake of trying to do too much at once—launching with a huge product catalog without validating customer demand. This stretched our resources thin and made it hard to focus on optimizing key offerings. Sales were scattered and inconsistent, and we struggled to identify what truly resonated with buyers.
To overcome this, I narrowed our focus to a few core products and invested time in deeply understanding customer feedback. We refined our messaging, improved product pages, and tailored marketing around those winners. This shift allowed us to build momentum and allocate resources more effectively.
The lesson I'd share is: start small, validate, and grow intentionally. It's tempting to offer everything upfront, but clarity and focus on what sells make all the difference in scaling sustainably.
