If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask an expert about how to launch a successful e-commerce venture.
In this edition of “Ask the Board,” we feature Ash Jamshidpour, the Founder of ShipTop, a leading North American e-commerce fulfillment service producer. Ash shares his insights on what it takes in the competitive yet exciting world of e-commerce.
After working a steady 9-to-5 accounting job at Deloitte, I soon realized I had a passion for entrepreneurship. From there, I launched Bursera, a successful e-commerce brand specializing in sustainable aromatherapy, and thus immersed myself in the world of retail and e-commerce.
After spending years learning the ins and outs of shipping and fulfillment, my vision became clear. And from there, ShipTop was born. In its third year, ShipTop is now generating over $20 million dollars in revenue!
Here’s how you can achieve similar success as an e-commerce entrepreneur.
Start with passion, patience, and a profitable idea
If you’re thinking about leaving your 9-to-5 to dive into e-commerce, you’ll need three key things: passion, patience, and a profitable idea. First, passion — you have to love what you do and be fully committed. My own passion for e-commerce began when I took a part-time job at a dropshipping company during university. That initial experience helped me push through the challenges later on.
Second, don’t quit your job too early. Instead, dedicate a few hours each week to testing your business idea before making the full leap. I worked full-time during the first year of running my business, only transitioning when I felt confident in the foundation I had built.
Finally, find a product or service that not only excites you but also has a clear path to profitability.
Leverage your existing skills
Use the skills and experience you’ve already gained as the foundation for your new venture. My background in accounting and auditing provided me with a solid understanding of what makes businesses succeed or fail financially. This insight allowed me to avoid common pitfalls. You don’t need a finance background to succeed — just recognize how your existing skills can support your business and use them to your advantage.
Take calculated risks
Successful entrepreneurship involves risk-taking, but these risks should always be calculated. Don’t jump into new markets or launch new products without a backup plan. For instance, before entering a new market, consider how it will impact your existing operations and whether you have the resources to support growth. Take the time to research and plan, so when you take the leap, it’s a confident step forward.
If you’re thinking about leaving your 9-to-5 to dive into e-commerce, you’ll need three key things: passion, patience, and a profitable idea.
Ash Jamshidpour, Founder of ShipTop
Prioritize profitability and resilience
Profitability and resilience are closely linked. To stay resilient, you may need to get creative with generating revenue. When ShipTop was starting out, we took on clients outside our ideal profile to ensure cash flow and maintain profitability. Sometimes, that means stepping outside of your comfort zone, but a steady stream of income allows you to invest back into the business and stay focused on long-term goals.
Embrace technology early on
Invest in technology from Day One. Automation can seem unnecessary when you’re just starting out, but it will pay off in the long run by reducing human error and saving time. ShipTop’s advanced digital platform started with just a few basic integrations, but those initial decisions made it easier to scale as the business grew. Automate what you can, and ensure your systems are transparent and interconnected as you grow.
Communicate clearly and strategically
Clear communication builds trust with clients and long-term relationships. Whether it’s regular updates on inventory levels or timely responses to questions, being transparent strengthens your reliability. It also helps you identify customer needs and adjust services accordingly. At ShipTop, we put a strong emphasis on keeping clients informed every step of the way, which helps us maintain strong relationships.
Follow your curiosity
Curiosity often leads to innovation. When I first started Bursera, I was curious about the growing demand for sustainable aromatherapy products. This led me to deeper exploration of e-commerce, where I saw a gap in fulfillment services. That gap eventually became the foundation of ShipTop. If something piques your interest, don’t dismiss it — explore it. There might be an opportunity for growth or a new business idea waiting.
Recognize and act on career plateaus
Psychological studies suggest people’s interests shift every seven to 10 years, causing career plateaus. Many of us experience this, but fear holds us back from change. Track these changes within yourself — they’re completely natural and a sign of growth. This awareness can lead to pursuing a more fulfilling career aligned with your true passions and goals. At ShipTop, I also look for signs of disengagement within my team and try to address it proactively with new challenges, transitions, or opportunities. It helps retain talented people while keeping them engaged.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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