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After 8 years in eCommerce, 2025 was probably the most eye-opening year for us — and also our biggest year ever in terms of volume.
Here are our 11 biggest learnings:
1. We finally transitioned to a full U.S. focus → significantly higher scale.
2. We shifted toward an older audience → emotional storytelling and angles perform much better → higher scale.
3. We managed to lower our break-even ROAS by offering high perceived-value products with low COGS, combined with strong customer retention.
In my opinion, this is the most important point: with a low BE ROAS, you can penetrate many more marketing channels.
4. We are now able to “create” winners through brand storytelling instead of trying to find them via mass testing.
5. Emotional storytelling advertorials perform far better than pure product advertorials.
6. A large percentage of our ad spend now goes to platforms we hadn’t even heard of two years ago.
7. If you use AI correctly, you no longer need to test products — you test new angles and creatives for existing products.
8. Approval rates make a huge difference in the U.S.
9. It’s crazy not to use U.S. banking and cashback options.
Even if your main company is non-U.S., set up a U.S. entity to pay for marketing expenses and get up to 2.4% cashback.
10. U.S. customers are far more relaxed than customers elsewhere.
11. The lowest amount of revenue required to generate the highest absolute profit is the true sweet spot.
(Read this one a few times.)
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