E-commerce is not merely a sales channel; when built with the right strategy, it can transform into a powerful business model capable of financing personal dreams and creating opportunities on a global scale. The entrepreneurial journey of e-commerce entrepreneur Ekrem Rmuen is inspiring in terms of “turning e-commerce into a strategic growth engine.”
Rmuen sincerely explained the path to sustainable success, from the critical role of export-oriented thinking to operational discipline, and from the competitive advantage of remaining anonymous to trust-based business relationships. His experiences reveal that e-commerce offers not only profit, but also a transformation in perspective and lifestyle. Anyone whose path has crossed with e-commerce will enjoy reading this interview!
You began your professional life as an employee, not an entrepreneur. What originally pushed you toward e-commerce, and what problem were you trying to solve at the time?
My primary motivation for entering e-commerce was very clear: my dream of becoming a pilot. I am a mechanical engineer by training. I applied to the Turkish Airlines cadet program, and while the process was ongoing, the pandemic broke out. As the aviation industry suddenly slowed down, I was unable to complete the program. After the pandemic, I faced a second reality: I was now above the age limit for applying to the cadet track. That meant only one viable option remained if I still wanted to fly private flight training through a civilian flight school. At that time, however, I did not have the financial resources to fund that path.
I needed two things at once: the ability to create enough time to commit to training, and a strong enough income stream to finance it. When I looked for an answer that could realistically deliver both, the most rational solution I found was e-commerce. I initially started with the goal of generating additional income. But around one year in, I realised e-commerce was not just side income it could become a serious vehicle for long-term change.
At what point did you realise that e-commerce was no longer just an additional income stream, but a serious vehicle for long-term change in your life?
In aviation, almost all major costs are denominated in foreign currency particularly in U.S. dollars. Trying to finance a dollar-based education while earning in Turkish lira makes an already demanding journey significantly harder. That economic mismatch became very clear to me. I realised that if I could earn in foreign currency, the entire equation would change. That was the moment when e-commerce shifted from local sales to export-oriented thinking. Cross-border selling was not just about growth; it was about currency alignment.
To give a concrete example: when selling a product domestically, you might earn one unit of profit. Selling the same product internationally can multiply that return significantly -sometimes by ten times- not only because of pricing differences, but because you are operating in stronger currency markets. Additionally, export activities often benefit from government incentives and support mechanisms. These structural advantages reinforced my decision. At that point, e-commerce stopped being side income. It became a strategic financial engine.
What do most people misunderstand about success in marketplaces like Etsy or Amazon?
From what I have observed, the biggest mistake new sellers make is assuming that every product they launch will achieve high sales volume. The reality is very different. In my own experience, my success rate is approximately 5%. That means when I test 100 products, only about five reach the level of sales I initially target. And even that ratio is not guaranteed sometimes it is lower. E-commerce is not about guessing correctly once. It is about systematic experimentation and acceptance of failure as part of the model.
There are many ways to achieve strong sales numbers aggressive marketing, trend chasing, price competition. My personal preference, however, is different. I focus on products where competition is lower and where I have production capability and control. When you can produce what you sell, you gain flexibility in pricing, customization, and margin protection. For me, sustainability comes from controllability not virality.
At scale, what matters more: marketing creativity, operational discipline, or algorithmic alignment? Why?
At scale, operational discipline becomes the dominant factor. When you are small, minor mistakes are manageable. But as volume increases, small errors scale into expensive problems. To give a very recent example: in one of our ongoing operations in the United States, a miscalculation in a single box dimension caused a 45-day delay in the entire process. The financial impact of such an operational oversight at scale is significant.
Marketing can generate demand. Algorithms can amplify visibility. But operations determine whether growth is sustainable or fragile. In my view, systems should be designed to self-monitor and prevent repetition of critical errors. We are not perfect at that yet but we learn quickly. What I can confidently say is this: the same mistake has not happened twice. Operational maturity is not about avoiding mistakes entirely. It is about building structures that ensure they do not repeat.
You’ve chosen not to publicly share your store names or product links. Why is anonymity important for successful e-commerce sellers?
I do not share my store names publicly, especially on social media, for strategic reasons. One of the main reasons relates to algorithm dynamics. If a product listing receives traffic but does not convert into sales, conversion rates decline. On many marketplaces, low conversion signals reduce visibility. Unqualified traffic can therefore harm performance rather than help it. Another reason is market positioning. None of our products are sold in the domestic Turkish market.
That means sharing links locally does not create commercial value for us. On the contrary, it creates unnecessary exposure. In highly competitive digital environments, visibility attracts replication. Additional competitors do not need an invitation. Anonymity, in this context, is not about secrecy. It is about protecting conversion integrity, strategic positioning, and operational sustainability.
Do platforms sufficiently protect sellers, or does increased transparency often come at the cost of security and sustainability?
In my honest opinion, marketplaces prioritize buyer protection more consistently than seller protection. One of the simplest examples from my own experience was the suspension of one of our primary Etsy accounts. The account was suspended without clear explanation. Reinstatement took approximately nine months. The actual reason was communicated much later, and it was not explicitly defined in a way that had been clearly stated in platform policies.
Such uncertainty creates structural risk. When a seller invests years into building reputation, reviews, and operational systems, a sudden suspension without transparent communication can have serious consequences. My experience in domestic marketplaces in Türkiye was not entirely different. I encountered situations involving unfair competition. I reported competitors who were operating without proper invoicing and legal compliance, which naturally makes price competition impossible. Despite formal complaints, enforcement mechanisms were inconsistent, and those sellers continued operating.
One of the reasons I ultimately reduced my focus on domestic marketplaces was precisely this issue of regulatory inconsistency. To be fair, platforms operate at massive scale, and enforcement is complex. However, sustainable digital entrepreneurship requires balanced accountability not only for buyers, but for sellers who invest capital, time, and compliance effort.
You’ve shared examples where you prioritised customer trust over short-term profit. How do ethics and long-term thinking shape sustainable e-commerce businesses?
There are moments in business where you must choose between immediate security and long-term trust. I can give a concrete example. A U.S.-based company once placed an order with us worth approximately $30,000. Shortly after, they cancelled the order. When I asked for the reason, they openly expressed concern about making a high-value payment to a company located in another country.
Instead of insisting on prepayment, I offered blind shipping with post-delivery payment. I told them: “We will ship the products. Once you receive them and are satisfied, you can complete the payment.” This was a significant risk. But the company was reputable, and I believed that trust should sometimes be initiated rather than demanded. The order was completed successfully. Over time, this approach has led to long-term partnerships with major international companies including IKEA and Universal Orlando Studios. These relationships were not built on aggressive negotiation, but on reliability and credibility.
There is another dimension that many sellers hesitate to speak about openly. In marketplace environments, sometimes a customer may be dissatisfied for various reasons. In certain cases, within reasonable limits, we issue a refund without requiring the product to be returned.
Financially, this may not seem optimal in the short term. However, the long-term effect is measurable. Positive reviews, strengthened reputation, and increased order volume often outweigh the isolated loss. Sometimes, strategic courage is necessary. Trust, when extended wisely, compounds.
If you could speak to your earlier self, the employee who had a dream but no clear path, what would you tell him about e-commerce, risk, and patience?
After university, there were several years where I was searching for direction. If I could speak to that version of myself, I would tell him to invest that time in building an e-commerce foundation. When structured correctly, e-commerce becomes extremely valuable once the system begins to operate independently. When processes are in place and momentum builds, the business no longer depends entirely on your physical presence.
With internet access, almost anywhere can become your office. There are no traditional office hours which is both freedom and responsibility. At times, the working hours can be intense and long. But the flexibility is real.
Beyond income, e-commerce expands perspective. For example, on Etsy, when a customer places an order, we can sometimes see the other products they have favorited. Every day I encounter new ideas, designs, and product concepts from around the world. It constantly exposes you to innovation. It develops a research-oriented mindset.
In addition, today I have commercial relationships and friendships across multiple countries. Building a global network through trade is one of the most valuable outcomes of this journey. E-commerce, for me, was not only a financial tool it was an intellectual and social expansion.
What should ecosystem leaders, platforms, and policymakers better understand about the human side of digital entrepreneurship?
E-commerce, by its nature, is structurally cold. We operate through screens. There is no physical customer entering a store, no face-to-face interaction, no direct emotional feedback. Communication is almost entirely written. This creates both advantages and challenges. On the positive side, you are not required to stand in a physical store all day. In many ways, your business operates 24/7 without being physically tied to one location. That flexibility is powerful.
But on the other hand, we are human beings. We interpret tone, emotion, hesitation things that are difficult to perceive through text alone. The emotional dimension of trade becomes more abstract. Additionally, like all forms of commerce, e-commerce carries structural risks. A single announcement —for example, a new customs regulation introduced by a government— can instantly change the entire operating landscape. Overnight, margins, logistics, and compliance structures may need to be rebuilt.
Because of this volatility, I would hope that platform leaders approach sellers with greater balance and understanding. Behind every seller account is a human being managing inventory risk, capital exposure, and responsibility. We can make mistakes. As humans, that is inevitable. But the tolerance for error in digital marketplaces is often very low. If platforms want long-term sustainability, they must recognise not only performance metrics, but the people behind them.
