Either Or In Ecommerce: On Doing Good And Making Money

Can a business make money and create a positive impact? Or do you have to pick a side? Keith Hartnett, CEO of Better World Goods, firmly believes it’s possible to do both—and he has the receipts to prove it.

💡 Why “Either Or” Is a False Choice in Ecommerce

The idea that businesses must choose between profit and purpose is outdated. In reality, the most successful companies often find ways to align their financial goals with their mission. This doesn’t mean slapping a feel-good label on a product. It means embedding impact into every decision, from sourcing materials to delivering results.

The takeaway? It’s not about being perfect but being intentional. When your actions consistently reflect your values, you create a business that resonates with customers—and succeeds financially.

🔑 Intention Drives Action, But Execution Matters

Let’s be clear: good intentions are important, but they’re not enough on their own. What separates impactful businesses from the rest is their ability to turn intentions into meaningful actions.

For example, ethical sourcing isn’t just a buzzword; it requires clear standards and consistent follow-through. Similarly, a commitment to reducing waste isn’t about marketing—it’s about building processes that align with those goals. If your plans are scalable and practical, you’re not just making promises; you’re making change.

Ask yourself: is this strategy designed to create genuine impact, or is it just for show? The difference will determine whether you’re building trust—or risking it.

💵 Money Is a Tool, Not the Enemy

Money isn’t inherently good or bad; it’s how you use it that defines its value. Treating money as a tool—not the ultimate goal—can help you focus on the bigger picture.

For instance, reinvesting profits into your operations, team, or community creates long-term benefits that far outweigh short-term gains. By using financial resources to amplify your mission, you can grow your business while staying true to your values.

If money is the only thing driving your decisions, it may be time to reevaluate your motivations. A mission-driven approach will not only strengthen your business but also attract customers who align with your values.

🤝 Authenticity Builds Real Connections

In ecommerce, trust is everything. And trust is built on authenticity. Customers can tell when a business is being genuine—and they can definitely tell when it’s not.

Sharing the full story—including the challenges and failures—makes your business more relatable. Instead of trying to appear flawless, focus on being real. Whether it’s admitting a mistake or acknowledging a misstep, transparency goes a long way in building credibility.

In a crowded marketplace, being human is your competitive advantage. Authenticity isn’t just a nice-to-have—it’s what sets your brand apart.

🌟 The Challenge of Scaling With Integrity

Running an ecommerce business is hard. Scaling it while staying true to your values? Even harder. One of the biggest challenges is finding the right people.

Building a strong team is about more than hiring talent; it’s about aligning with people who share your mission. Scaling amplifies this challenge, but it’s also an opportunity to create a culture that reflects your values. Businesses that prioritize team alignment are better equipped to deliver consistent results and maintain trust with customers.

🫶 Apologies: A Simple but Powerful Tool

In business, mistakes are inevitable. What matters is how you handle them. A genuine apology can turn a negative situation into an opportunity for trust.

Whether it’s a delayed shipment or a miscommunication, addressing issues head-on shows customers that you value their experience. Avoiding or deflecting problems only erodes trust, while owning up to mistakes strengthens relationships.

A simple “we’re sorry” goes further than you think—especially when paired with meaningful action to make things right.

🚀 Final Thoughts: It’s Not About Perfection, It’s About Playing the Game

Ecommerce success doesn’t happen by accident. It takes intention, execution, and the willingness to show up—even when things get hard. Businesses that embrace this mindset aren’t just surviving—they’re thriving. By focusing on impact, authenticity, and action, you can create a brand that’s both profitable and meaningful.

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👉 Watch the full episode of The Longer Game to learn how to balance doing good and making money in ecommerce.