14 eCommerce Mistakes Revealed with Chloe Thomas (episode 600)
Success stories are easy to find in eCommerce.
The mistakes, failures, and expensive lessons? Not so much.
To celebrate the 600th episode of the eCommerce MasterPlan Podcast, Chloe Thomas takes a refreshingly honest look at the missteps that have shaped her 20+ years in business and the recurring mistakes she still sees brands making today.
In this special solo episode, Chloe shares a mix of industry-wide pitfalls and personal screwups, revealing the lessons hidden inside each one. From costly hiring decisions and inventory challenges to bad advice and overlooked opportunities, every mistake is pulled at random from her infamous bowl of business blunders—making for an entertaining and insightful episode packed with practical takeaways.
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Dive in:
[05:58] Costly hiring mistake
[09:10] Managing cash flow with seasonal sales
[11:17] Finding the Right Agency Fit
[15:51] Crafting an effective discount strategy
[18:11] Understanding and recalculating margins
[22:23] Avoiding burnout with balanced work
[24:42] Testing newsletter growth strategies
[28:23] Evaluating eCommerce Strategies
[32:06] Choosing the right product
[36:25] Navigating perimenopause and business impact
[38:45] Dealing with health challenges in business
[40:44] Updating seasonal and automated content
1. Not Killing Bad Decisions Quickly
When something isn’t working—whether it’s a hire, a project, or a business strategy—the longer you delay action, the more expensive it becomes. Many leaders keep investing time and money into bad decisions because they hope things will improve. The key is to recognize problems early, seek outside perspective, and be willing to change course quickly.
2. Ignoring Product Optimization
Inventory isn’t just stock sitting on a shelf—it’s cash tied up in your business. Holding too much inventory can limit your ability to invest elsewhere and make it harder to respond to changing customer demand. Smart product optimization keeps cash flowing, reduces risk, and creates a more agile business.
3. Choosing the Wrong Agency
Not every agency is the right fit for every brand, regardless of how impressive their pitch may be. Many agency relationships fail because expectations, expertise, or ways of working don’t align from the start. Taking time to properly vet partners can save significant frustration, time, and money later.
4. Turning Off Your Website
Some brands still shut down their websites during holidays, warehouse moves, or operational transitions. While it may seem like the easiest solution, it can damage customer trust, SEO performance, and future sales opportunities. It’s almost always better to communicate delays than to make your store inaccessible.
5. Having No Discount Strategy
Discounting should be a deliberate business decision, not a knee-jerk reaction to slowing sales. Understanding which customers respond to offers, what incentives work best, and how promotions impact profitability is critical. A well-planned promotion strategy can drive growth without eroding margins.
6. Not Asking for Help
Many business owners try to solve every challenge themselves, often making the journey harder than it needs to be. The eCommerce community is full of people who have faced similar problems and are willing to share their experiences. Asking for help early can prevent costly mistakes and accelerate learning.
7. Not Understanding Your Margins
Margins are constantly changing as costs, tariffs, shipping fees, and operational expenses fluctuate. If you don’t understand your true profitability, it’s impossible to set the right targets for marketing and growth. Regularly reviewing your numbers helps ensure every sale contributes positively to the business.
8. No Optimization After Launch
Launching a campaign, automation, or marketing channel is only the beginning. Too many brands treat implementation as the finish line and never revisit performance. Consistent testing and optimization are what turn average results into exceptional ones.
9. Working Too Much
Long hours can feel productive, but they often hide deeper business problems. Constantly working evenings and weekends may indicate poor prioritization, weak systems, or an unsustainable business model. Creating constraints around your time can lead to better decisions and a healthier business.
10. Testing Once and Writing It Off
Many brands try a new channel or tactic once, see disappointing results, and immediately abandon it. The reality is that most marketing success comes from iteration, testing, and refinement over time. One failed attempt rarely provides enough information to make a final judgment.
11. Following the Wrong Advice
The eCommerce industry is full of advice, case studies, and shiny new opportunities. However, strategies that work brilliantly for one business may be completely irrelevant for another. Successful operators learn to filter advice through the lens of their own goals, resources, and business model.
12. Choosing Bad Brand Names
A brand name should be memorable, easy to understand, and easy to communicate. If customers consistently mispronounce, misspell, or misunderstand it, your marketing becomes harder than it needs to be. Testing names before fully committing can prevent years of confusion.
13. Not Preparing for Life Events
Business owners often plan for operational risks but overlook personal challenges that can impact performance. Unexpected health issues, major life changes, or periods of reduced capacity can have a significant effect on growth. Building systems and support structures early makes the business more resilient when those moments arise.
14. Letting Automated Content Become Outdated
Automated marketing assets can quietly become stale if they aren’t reviewed regularly. Old imagery, expired promotions, and outdated messaging can reduce effectiveness and create a poor customer experience. Scheduling routine audits helps ensure your automated content stays relevant and accurate.
Related Episodes
- 10 Top Tips for Using AI to Scale Your eCommerce Business (episode 451)
- Top Tips for Making an eCommerce Store More Profitable (episode 500)
- Top Tips for eCommerce Growth in 2025 (episode 526)
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