Did you know that only one sea turtle out of 1,000 to 10000 makes it to maturity?
That’s how fragile survival can be in nature. And in many ways, the same is true for new e-commerce businesses.
Every year, I build around 10–15 new Shopify stores, in addition to my CRO and performance optimization projects. And just like baby turtles heading for the sea, most new merchants begin their journey with big hopes—but very few are fully prepared for what lies ahead.
The Myth of “Easy E-commerce”
A common misconception is that once a store is launched, it will run on autopilot and sales will roll in. Unfortunately, this couldn’t be further from the truth.
E-commerce is hard work and very time-consuming. For most merchants, the store won’t even break even until 12–18 months in—and that’s if they stick with it.
The Emotional Rollercoaster
Running an online store is not just a business challenge—it’s also an emotional challenge.
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On days with sales, you feel on top of the world.
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On days without sales, it can be depressing and discouraging.
This is why I always remind merchants: e-commerce is a marathon, not a sprint. Success requires consistency, patience, and resilience.
Tips for Surviving the First Year
Whenever I launch a new store, I share a few survival tips with merchants to help them reach “open water”:
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Invest in your foundation — clear branding, strong product photos, fast website performance.
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Plan for marketing from day one — without traffic, even the best store won’t survive.
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Collect data early — tracking sales, customer behavior, and feedback will guide smarter decisions later.
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Stay adaptable — the first version of your store won’t be perfect. Iteration is part of the journey.
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Manage expectations — growth takes time; overnight success is the exception, not the rule.
- Be consistent—just like the gym. If you don’t go 3–4 times a week, you’ll hardly see results. The same applies to business: you need a system of habits and routines to make real progress.”
- Cash or steady income— Cash flow is king—running a business can burn fast . 🔥, Keep expenses lean and make smart choices when adding services or apps.
Final Thoughts
Just like in the ocean, survival in e-commerce is about resilience, preparation, and adaptation. The first year is often the hardest, but those who persist, learn, and adapt give themselves the best chance to thrive.
Launching a store is only the beginning—the real challenge is staying afloat long enough to grow strong.