Do You Really Want To Grow That Big? Failure And Success In Ecommerce

Building an ecommerce business is a journey full of twists, turns, and unexpected challenges. But here’s the real question: do you really want to grow that big? There’s a significant difference between running a $5M ecommerce brand and scaling up to $500M, and not every brand is cut out for the leap. Growth requires more than just ambition—it takes the right DNA within your business structure. And let’s face it, not every brand has the right pieces in place to explode onto the next level. Before you dream of conquering the ecommerce world, ask yourself, "Do I even want to grow that big?"

Andrew Faris, Founder of AJF Growth, is the perfect person to answer that question. With experience spanning from brand-side roles to an aggregator, and now leading an agency, Andrew has seen it all. Let’s dive into his insights, grab a drink, and buckle up. This ride is just getting started.

💡 Success Teaches, But Failure Instructs 

It’s easy to assume that success paves the way forward, but Andrew’s experience tells us something deeper: success shows you where the path is, while failure teaches you what to fix. When you succeed, everything seems aligned—the product, the strategy, and the market fit. But it’s through failure that you gain the true wisdom to course-correct for the future. The ecommerce space is brutal, and it doesn’t give second chances, but it does offer valuable lessons when things don’t go according to plan.

Owning up to your failures in ecommerce is not a sign of weakness but a crucial step toward real growth. Adapting and pivoting based on what didn’t work might just lead to your next big breakthrough.

🛠 From Brand Pain to Service Gain 🛠

Have you ever wondered why so many successful service providers in ecommerce were once on the brand side? It’s because the higher up you operate in an ecommerce business, the more you understand the pain points. Those moments of stress and struggle as a brand owner—whether it’s inventory issues, digital ad woes, or the constant pressure to innovate—pay huge dividends when you transition to the service provider side.

When you've been in the trenches, you know exactly what brands need. And that perspective makes for better service, better solutions, and, ultimately, stronger relationships between brands and the agencies that support them.

🎨 Passion vs. Profit 

Most people get into business because they love something. Whether it's creating a unique product, offering a special service, or simply doing what brings joy, passion drives entrepreneurs. But here’s the kicker: at some point, you have to become not just a creator but a business operator. Running the business well is essential to ensure your passion can thrive and be profitable. And that’s where many ecommerce businesses struggle.

It's not enough to just love what you do—you need to learn to manage cash flow, logistics, marketing, and customer experience. The love for the craft is the foundation but operational excellence is the structure that supports real growth.

😃 Joy vs. Happiness 

One of the most interesting insights is the difference between joy and happiness in business. Many start a business dreaming of happiness—success, wealth, and recognition. But as they progress, they often realize what they’re truly after is joy. Happiness can be elusive, always just out of reach. But finding joy—that's the real path to lasting fulfillment.

Joy comes from doing something meaningful, creating impact, and building something that lasts. It’s the satisfaction of overcoming the challenges and still loving what you do at the end of the day.

Happiness might be fleeting, especially in a world as volatile as ecommerce, but joy is what keeps entrepreneurs going. And more than financial success, it's joy that many business owners truly crave.

🔧 Talk About Your Issues, Solve Your Issues 

We’ve all heard the saying, “Teamwork makes the dream work.” In ecommerce, this couldn’t be truer. One of the worst things a business owner can do is keep issues under wraps, hoping they’ll resolve on their own. Spoiler alert: they won’t. When you talk openly about the challenges you’re facing, whether with your team or a mentor, you invite solutions into the mix.

Hiding your struggles doesn’t help anyone, least of all you. By confronting issues head-on, you create space for innovative solutions and even avoid costly mistakes down the road.

🛤 The Futility (and Necessity) of Planning 

Let’s face it—planning in ecommerce is often a shot in the dark. Forecasting? That’s more art than science. And yet, planning is crucial. The point isn’t to be right in your predictions but to chart a path. You need to have some idea of where you’re going, even if that path will inevitably change.

The flexibility to pivot is what separates successful businesses from those that crumble under the weight of their own expectations. A good plan is a starting point, not a rigid structure. So, make peace with the fact that your forecasts will likely be wrong, and be ready to adjust as you go.

🚀 Do You Really Want To Scale? 

The question remains: Do you really want to grow to $500M? Scaling a business brings not just higher revenue but also higher stakes, greater complexity, and often, more stress. The DNA of your business has to be aligned for growth, and not every brand is suited to scale to massive heights. Growth for growth’s sake can be dangerous—if it’s not aligned with your goals and values, you may find that the success you’ve been chasing isn’t fulfilling at all.

So before you rush into scaling, ask yourself: What does success look like for you? Is it about hitting the biggest revenue numbers, or is it about building something sustainable, something that brings you joy and fulfillment.

If you're ready to dive deeper into these insights and explore the realities of ecommerce growth, join us as we discuss the highs and lows of building a business in this ever-changing industry. You won’t want to miss this episode, so follow our page and watch the full conversation here. 📈👀