Lessons Learned on the Journey of Building an E-commerce Business: Insights from an Entrepreneur


Embarking on the path of entrepreneurship is a challenging endeavor that requires passion, determination, and a continuous thirst for learning. As an entrepreneur with a dream to establish a menswear brand, I have faced numerous ups and downs throughout my journey in the e-commerce industry. In this article, I will share my experiences and the invaluable lessons I have learned along the way, hoping to inspire fellow entrepreneurs and shed light on the realities of building a successful online business.

Embracing Curiosity and Continuous Learning

Despite not being the top performer academically, my insatiable curiosity and willingness to learn have been my driving forces. Curiosity opens doors to new opportunities and allows entrepreneurs to explore uncharted territories. By acknowledging that I didn’t possess all the necessary experience, I actively sought out opportunities to work with startups and online businesses, continuously expanding my knowledge and skill set.

Recognising the Importance of a Strong Business Model

During my time as an E-commerce and marketing manager at a fashion luxury retail startup, I gained firsthand experience in managing a complex website and understanding the significance of a robust business model. I realised that having a great idea alone is not enough when competing against established players. This taught me the importance of developing a solid foundation that aligns with the market demands and delivers unique value to customers.

Embracing Resilience and Managing Uncertainty

Entrepreneurship is often accompanied by stress and uncertainty, especially in the early stages. As I faced challenges with cash flow issues and managed a junior team, I learned the art of managing high-level stress and embracing resilience. Embracing uncertainty and adapting to changing circumstances became crucial aspects of my entrepreneurial journey.

Building a Brand with a Unique Selling Point

Working for a luxury personalised alcohol bottles startup allowed me to establish a brand with a strong unique selling point, differentiating it from competitors. Creating a printing design that was difficult to replicate at that time enabled rapid growth and together with the help of an initial strong cash flow injection. However, I also recogniseed the importance of retaining a skilled and motivated team. While product and investment are crucial for growth, the team is the lifeblood that keeps the company alive.

Tackling Challenges in Emerging Categories

In my current job experience, a company leader on an innovative underwear for women during their periods, I realised the challenges of introducing a new category to the market. Leadership and unique products alone were not sufficient. It required raising awareness and convincing people to change their behaviors and mindsets. Launching a new category demands the entrepreneurial spirit of a pioneer and an evangelist, making it a thrilling yet demanding challenge.


My entrepreneurial journey has been filled with valuable experiences and numerous learning opportunities. From realising the importance of continuous learning and embracing curiosity to understanding the significance of a robust business model and the challenges of pioneering new categories, I have grown both personally and professionally. The road to entrepreneurial success is arduous, but it is through perseverance, resilience, and a willingness to learn that we can bridge the gap between our dreams and reality. As entrepreneurs, let us embrace the journey, celebrate the lessons learned, and continue to forge ahead with passion and determination.

Emidio Cesetti