Hello,

I kicked off a debate about this on LinkedIn a few weeks ago, and it’s been rumbling along…

You can check out the comments on these two posts the poll post, the summary post.

I don't think there is one.

And the poll results make that pretty clear too:

↗️ 14% Subscription

↗️ 24% 7-figure exit

↗️ 29% Global Growth

↗️ 33% something else

It's kind of obvious really, there are SO MANY different types of eCommerce, it would be crazy if all they all led to the same place.

If you're selling doormats, subscription isn't in your future!

If you're selling a non-descript widget on Amazon, a 7-figure exit isn't on the cards.

And if you're selling massive mirrors, then selling overseas is a terrible idea!

There are also so many different types of eCommerce founder. Each with their own mix of values, goals, and needs.

As Gary Baker put on the original poll post "The holy grail should probably be whatever the answer is to why you exist in the first place."

Whilst there is no overarching holy grail that all eCommerce brands are striving for... that doesn't let you off the hook.

Any business should have its own Holy Grail to aim for.

What do you think? Got tips for how to ID yours?

Join in the discussion via the links above, or reply and let me know

Keep Optimising!

Chloe

Podcast Host, Author, and now... Chief Success Strategist @ Emetko Media

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We’re pulling together an ebook of 300 excellent eCommerce marketing tips to celebrate Keep Optimising hitting this milestone.

We’ve already invited ALL the past guests of the show to submit their tips, and now we need to hear from you, the listeners and eCommerce marketers.

I love a good chat about sustainability in eCommerce, especially when it’s in the fashion space.

This week’s guest has a TON of insight to share around consumer behaviour shifts and upcoming legislation.

Vishy also does a great job of converting it into practical actions you can take to help it benefit your store.

Find the show on all the top podcast players including Apple Podcasts, Spotify, and YouTube.

You can also find the notes and listen on the website, just click here for this week's new episode.

This one is Chloe's book that's most focused on CRO and customer journey.

Full of customer behaviour fundamentals, it's well worth a read.

Available in paperback, audiobook, and ebook.

Grab your copy now!

Gareth Cummings is the CEO at eDesk, the AI powered customer support helpdesk for eCommerce. Used by eCommerce stores around the world, their client CarParts has just been named in USA Today’s list of America’s Best Customer Service 2026.

In this episode, Gareth explains how eCommerce brands can use customer service, AI, and automation to increase conversion rates, improve retention, and turn support teams into profit-driving growth engines.

Watch to hear:

Technically, this one isn’t yet available for you to hear… but I’m so excited to bring you our new series on “eCommerce Growth” that I thought I’d give you a head’s up about the first episode.

Live tomorrow

I get to chat to the brilliant Amy Budd all about what it takes to really grow an eCommerce store after all the changes and challenges of the last few years.

She’s sharing her 3 pillars of creative to beat the attention recession, and it’s a chat that’s full of both big picture strategy and super practical tips.

You don’t want to miss this one.

Find the show on all the top podcast players including Apple Podcasts, Spotify, and YouTube.

You can also find the notes and listen on the website.