The modern consumer relies heavily on digital stores and it has significantly changed the business landscape today. eCommerce has emerged as one of the largest industries in the world. The global eCommerce industry was valued between $6.3 trillion-$25.93 trillion in 2025, with significant growth expected in the coming years. Business owners have taken note of this growth, and most of the customer-facing companies today maintain their own digital stores.

Building an eCommerce store can often feel like crossing a finishing line. It opens up new possibilities as businesses can finally reach a wide audience through their store. It is, in reality however, more like a starting point.

The months leading up to launching an eCommerce store are always intense. This is when a number of significant decisions are made. Companies have to choose a platform, design the store, source products, write descriptions, test payment, and can only go live when everything works fine. But the real work, ie. customer acquisition, only begins here.

The first 90 days after launch are where most eCommerce businesses either mature or quietly stall. In this guide, we are going to shed light on the initial struggles faced by eCommerce owners. Once you identify the key problems, you can strategise better. So, without further ado, let’s start!

5 Major Problems Faced by eCommerce Owners in the First Three Months

Poor conversion rates

One of the first shocks for new store owners is the realisation that simply attracting traffic does not bring sales or generate revenues. Simply running ads can get you clicks, but clicks do not automatically translate into sales. This happens because early-stage stores often overestimate:

• Brand trust
• Purchase intent
• Price acceptance
• Product clarity

However, it takes a significant amount of time for the customers to get used to your brand. This is why in the initial days, you should expect hesitation and unstable conversion rates.

Improving low conversion rates

• Clarify the value proposition: When a user visits your website, the content should immediately clarify what you offer, who it is for, and why it is a better alternative in the market. Your homepage and intros should focus on this information before anything else.

• Add trust signals: Your eCommerce store should include real reviews, shipping policy, refund and exchange policy, and all such information that customers look for.

• Track interactions: For new eCommerce stores, analytics play a big part in understanding how your customers are behaving. If you notice a significant drop before scrolling, then your hero section might not be working. Conversion rates only improve when your pages offer more clarity on your products and your identity as a brand.

Overpaying for paid advertisements

Most new eCommerce store owners rely heavily on paid ads in the early phase. It usually takes some time to generate sufficient organic traffic. Thus, advertisements often feel like the most obvious investment. However, business owners might notice:

• High cost per click
• Low return on ad spends
• Inconsistent results

As a brand, it is crucial to note that in the early days, creative angles need to be tested. It takes iteration to find profitable combinations.

Finding the balance

• Optimise the landing page: The premise of the ads you run must match the headlines you use on your landing pages.

• Narrow down the scope: In the initial days, businesses should focus on their core strengths. This usually means finding out one defined customer profile and one core angle to pitch.

• Improve creativity: Ad campaigns can underperform despite having a strong reach if the messaging is not properly planned. A creative ad makes it easier for the audience to remember the brand.

• Calculate real break-even ROAS: While budgeting, include ad costs, product costs, shipping, and transaction fees. It gives a better understanding of how much money can be spared to run a campaign.

Inventory and fulfilment challenges

eCommerce brands sometimes find it difficult to manage logistics because it does not always go as planned. Inventory management is another challenge, especially in the initial days. Businesses can underestimate or overestimate demands. Early demand patterns are particularly unpredictable since there is no real data. However, with proper planning, the risks can be mitigated.

Planning inventory management

• Identify top SKUs: As soon as the eCommerce store goes live, businesses should start tracking the sales. After a certain period (ideally 30 days), this data can be used to identify products that are performing well and products that are not.

• Tighten supplier communication: While handling supplies, you should always set achievable expectations. This depends on clear communication. Analyse production timelines, reorder windows, and packaging standards.

• Simplify the catalogue: Handling a large number of SKUs can overcomplicate things. While you are still validating demand, you should focus on simplifying your catalogue. Once your operations stabilize, you can focus on scaling.

Unclear pricing and margins

Most eCommerce brands struggle in the initial days with pricing. Businesses launch with what feels like a fair price. However, it often turns out that competitors are offering similar products at more affordable rates. Furthermore, marketing and ad campaigns increase acquisition costs. Generating a sustainable profit then becomes a challenge. This usually happens because new eCommerce store owners often calculate margins without factoring in:

• Ad costs
• Transaction charges
• Refunds
• Packaging costs
• Software subscriptions

Common strategies to improve margin in the initial days

• Recalculate the complete landed cost: Once your eCommerce store goes live, analytics play a crucial role. As more financial data comes in, you can then calculate a real marginal breakdown for every product.

• Introduce bundles: A good strategy to increase your AOV without spending more on ads is bundling your products.

• Offer free shipping strategically: In the initial days when you are still finding a foothold, pushing your customers to pay slightly more to unlock shipping makes more sense.

• Avoid early discount additions unless accounted for: Unless you have already planned early bird discounts, you can test value stacking by offering bonus items instead. You should focus on limited quantities and urgency messaging to push your products.

Weak retention and repeat purchases

In the early stages, eCommerce store owners usually focus more on first-time buyers. This leads to low repeat purchase rates and abandoned carts. In the initial days, brands often follow a basic email flow. They are still in the process of finding their brand voice and the post-purchase journeys are often underdeveloped. This is why customers buy once and disappear because there is no structured reason to return.

Improving retention rates

• Build automated email flows: At minimum, your email flow should include a welcome series, follow-ups for abandoned carts, post-purchase follow-ups, and review requests. This keeps the buyers in constant connection with your brand.

• Offer reasons for return purchases: eCommerce brands should focus on reorder reminders early on. Plan on including loyalty bonuses or early access drops. Retaining old customers is usually cheaper than acquiring new ones. Improving your retention rate can stabilize your operations early on.

How Jaipuria Geeks Supports eCommerce Stores After Launch

Average eCommerce store development agencies focus mainly on pre-launch builds. At Jaipuria Geeks, we stay in touch with our clients for a longer period. Our post-launch support includes:

• Conversion rate optimization
• Landing page refinement
• Checkout flow improvements
• Performance audits
• Retention automation setup
• Analytics interpretation

With the eCommerce experts at Jaipuria Geeks, new businesses can find their footing in the early days and establish their reputation as a brand.

Conclusion

Managing a business often brings diverse challenges. Especially when an eCommerce store is still in its infancy, the way to success appears to be an uphill task. However, with well-planned strategies, most businesses stabilize within a few months. Instead of panicking, store owners must continue to iterate consistently. The first 90 days function as a learning period for eCommerce store owners. It prepares them to grow into a sustainable scale. And that is what makes or breaks the businesses.