Most e-commerce retailers begin small with basement or home operations, eventually upgrading to warehouses and offices as growth happens. This naturally leads to bringing on employees to meet demand, which can end badly as you onboard too many employees to manage efficiently, or are forced to bring on temporary hires to meet seasonal demand, which can result in increased costs, decreased quality, and increased mistakes.
In the early days of internet marketing, things were relatively easy. In a field often lacking in competition, a small business with a simple website and an ambitious and forward-looking marketing plan could kludge together a few images and a couple lines of text into a viable online presence. But those days quickly passed, and online marketing became a complex and multifaceted struggle between huge, well-funded behemoths and small, agile operations looking to innovate and disrupt their way into a fortune.