What Resilient E-commerce Leaders Know (That Others Don’t)?
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Every e-commerce leader today is navigating a maze of changing channels, evolving customer behaviors, and mounting operational pressures. Some stumble, while others find new ways to thrive. There’s no single roadmap for building a successful global e-commerce business, but there are patterns and pitfalls that show up time and again. In this wide-ranging conversation, Vaibhav Dabhade, Founder and CEO of Anchanto, breaks down some of the most critical lessons learned and observations made while building a global tech company.
From failed digital transformation projects to misguided D2C strategies, he shares what brands are getting wrong and what the most resilient companies are doing instead.
Here are some of the top takeaways.
1. Cross-Border Commerce Isn’t Dead, It’s Evolving
Trade tariffs, shifting regulations, and supply chain volatility have added friction to cross-border selling, especially for companies shipping from Asia to the West. But instead of dying off, global e-commerce is adapting. Brands are now fulfilling from nearshore hubs, leveraging local partnerships, or tapping into regional marketplaces to maintain reach without compromising profitability. It’s no longer about bypassing rules. It’s about being flexible in how, where, and from whom you serve the same consumer base.
2. You Can’t Be ‘Future-Ready,’ But You Can React Faster
E-commerce changes fast. New selling models and channels (like TikTok Shop) emerge suddenly and reach critical mass in months. The brands that win aren’t the ones trying to predict everything. They’re the ones who can react faster.
This agility depends on two things:
- Having a technology partner that invests in R&D, pre-integrates emerging platforms, and updates fast
- Shortening the reaction time between when a new model hits a significant user base and when your brand can act on it
This approach turns tech partnerships into a competitive advantage.
3. Many Digital Transformation Projects Fail Due to Poor Tech Decisions
Anchanto has been brought in to rescue several failed Order Management Systems and digital rollouts. The most common reason for this situation is that brands “copy-paste” solutions that worked in one country and assume they’ll work elsewhere. But Southeast Asia, for instance, is far more fragmented, fast-moving, and cost-sensitive than many Western markets. Solutions that succeed here must be built and supported with deep local context.
Another reason why brands need new OMS infrastructure is because they choose low-cost systems meant for SMEs and expect them to scale for Fortune 500 needs. Technology designed for SME businesses often can’t handle complex integrations, reconciliation, volume, or security. As a result, it’s essential to match your tech stack to your market’s reality, not your finance team’s wishlist.
4. Omnichannel Isn’t Strategy Anymore. It’s Survival.
Omnichannel is about giving customers a consistent experience across the sales channel they prefer, for example, TikTok, online marketplaces, brand websites, online chat, or offline retail stores.
We’re seeing brands reinvest in physical retail not as a sales point, but as a discovery and experience layer that supports digital buying behavior. Endless aisle setups, in-store order taking, and showrooming are no longer innovation, they’re expected.
5. D2C Isn’t a Silver Bullet
D2C is often seen as a way for brands to control margins and customer relationships. But when taken to the extreme, it can backfire. Nike learned this the hard way when it pulled away from retailers. This approach alienated the very partners who built their brand presence. It also gave competitors room to take shelf space. D2C only works when it aligns with how your audience actually wants to shop. Most consumers today want options and not mandates. The takeaway is simple. don’t enforce channel strategy. Enable customer choice.
6. There’s Still Room for Midsize 3PLs if They Specialize
Logistics service providers are under cost pressure, and brands are re-evaluating whether to build in-house or continue outsourcing. While large players with diversified services will survive, mid-sized 3PLs still have a future, if they go deep.
Those offering specialized services, white-glove delivery, or exceptional last-mile experience are seeing real demand. As brands start treating delivery as part of the customer experience (not just a cost center), service quality is back in focus.
7. The ‘CRAP’ Status is Real—and Brands Need to Wake Up
Can’t Realize Any Profit” (CRAP) products are common on marketplaces. Many brands maintain listings or keep running D2C stores in the hope of profitability. But hope isn’t a strategy.
Around 20% to 35% of revenue of some brands evaporates before even hitting the P&L. That’s because of cancellations, returns, and refunds. These costs hover around, which makes these issues not just operational headaches, but P&L killers.
8. Returns and Cancellations are The Silent Killers of Profit
Returns aren’t just annoying, they’re expensive, wasteful, and unsustainable. Every $1 in cancellations can cost $1.60 in bottom-line impact. Many brands are incorrect in treating this as a logistics issue, when, in fact, it’s a financial one.
By applying AI-driven insights, brands can now anticipate and reduce returns before they happen. They simply have to understand behavioral triggers, identify bad product mixes, or flag risky promotions.
While these insights reveal what resilient e-commerce leaders are getting right, it’s equally important to cut through the noise and recognize which trends are truly shaping the industry, and which ones are more hype than substance.
What’s Really Overhyped (and Underhyped) in E-commerce Today?
The e-commerce space is full of shiny buzzwords and supposed “game changers.” But if you look closer, some ideas are delivering value while others are mostly hype with little lasting impact. Here’s what Vaibhav has to say about some these buzzwords of today:
1. AI isn’t Overhyped, it’s Underhyped
Unlike buzzwords of the past, AI is showing clear business ROI today. From demand forecasting to personalization, AI has a lot of potential. Additionally, unlock talent in existing resources for more valuable work.
For e-commerce, AI’s most powerful use cases will be:
- Reducing customer support costs
- Enabling true personalization (even down to individualized catalogs)
- Creating data-backed, cancellation-proof promotions
- Driving operational efficiency at scale
2. Tariffs are Overhyped
Tariffs are often portrayed as ultimate deal-breakers for global e-commerce, but their impact depends a lot on the business model. Enter Temu, the budget-minded Chinese marketplace. In early 2025, the U.S. closed the “de minimis” loophole—previously allowing low-cost imports under $800 to enter duty-free—which underpinned Temu’s ultra-low prices. The result: daily U.S. users plummeted nearly 48%, while net profit and app engagement dropped sharply. Temu responded by slashing advertising, imposing steep import surcharges [1] —sometimes over 140%—and pivoting to a local fulfillment model, where goods are stored and shipped domestically to avoid new duties.
3. CDP is Overhyped
There’s plenty of boardroom chatter about Customer Data Platforms (CDPs). They promise a single view of the customer, but too often, the discussion turns into another big data hype cycle. Many companies end up with expensive systems that collect information but struggle to translate it into real, actionable insights or measurable business impact.
4. Influencer Marketing and Live Commerce Overhyped
Influencer marketing is everywhere, but its effectiveness is often judged by reach and engagement rather than actual conversions. Without tying campaigns to revenue, it quickly becomes a costly vanity exercise. Similarly, live commerce may work in markets where consumers are naturally inclined to shop that way, but in regions where browsing habits don’t match, it turns into an unsustainable investment.
Final Thoughts
E-commerce isn’t about selling online anymore. It’s about building systems, partnerships, and strategies that adapt to constant change. Anchanto’s journey and Vaibhav’s experience show that success doesn’t come from chasing trends or slashing costs. Success comes from understanding consumer behavior, respecting local market realities, and making technology decisions that support speed, resilience, and long-term growth.
As Vaibhav puts it, “Hope is not a strategy. React faster. Listen more. Build smart.”
For more unfiltered insights and real-world lessons, catch the full conversation with Vaibhav Dabhade on YouTube.
FAQs
1. What is a “CRAP” product in e-commerce?
CRAP stands for “Can’t Realize Any Profit.” These are products that generate sales but end up draining profitability due to high returns, cancellations, or logistical costs, making them unsustainable for brands to keep selling.
2. What does omnichannel mean in retail and e-commerce?
Omnichannel refers to creating a consistent and connected shopping experience across multiple customer touchpoints, whether that’s online marketplaces, social platforms, brand websites, or physical stores. The goal is to give customers flexibility to buy where and how they prefer, without friction.
3. What is the role of AI in modern e-commerce operations?
AI helps e-commerce brands reduce costs, improve personalization, and make data-driven decisions. It can power smarter promotions, predict cancellations or returns, and optimize customer support, making operations faster and more profitable.
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