How to Run an Ecommerce Brand


‌In 2009, we started working on Tortuga and accidentally created an early direct-to-consumer (DTC) brand.

At the time, we were running the playbook from The 4-Hour Workweek, not trying to emulate Bonobos or Warby Parker. We hadn't even heard of those companies.

Now direct-to-consumer is all the rage. DTC brands are digitally-native companies that make and sell their own products. You're probably familiar with brands like Bonobos, Warby Parker, Everlane, or Casper. Think of an internet-first version of H&M or The Gap. Andy Dunn first defined the category as digitally-native vertical brands.

Like those companies, Tortuga is a vertical commerce brand. We manufacture and sell our own gear directly-to-consumers via the internet.

Below are my top posts on starting and running an ecommerce company.

Bootstrapped Ecommerce: Starting an ecommerce business without venture capital.

Reinvesting in Our Products: How the direct-to-consumer pricing and distribution model allows brands to build better products while selling them for less than store brands.

Amazon Copies, Walmart Acquires: How small ecommerce brands can deal with the two most important companies in retail.

The Ecommerce Tech Stack: The tech you need to start and run a bootstrapped ecommerce business.

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