Growing an e-commerce brand isn’t just about launching ads and hoping for the best—it requires a deep understanding of business fundamentals, marketing strategies, and the mindset needed to scale successfully. Few people know this better than Jessie Healy, founder of Ecom Rockets Coaching Group and former agency owner. With years of experience in digital marketing, Jessie has helped direct-to-consumer (DTC) brands navigate their way to profitability.
In a recent episode of How They Scaled It, Jessie shared her journey from building and exiting an agency to consulting and coaching e-commerce founders on scaling smartly. Here’s what we learned.
The Most Common Mistake E-Commerce Founders Make
Many early-stage e-commerce founders rush into paid ads, believing they’ll solve their business challenges. But Jessie warns against this approach.
“So many of these small brands come to agencies wanting ads, but actually what they need is business advice.”
Before spending on ads, brands need to ensure they have:
- A profitable pricing model
- An optimized website and conversion funnel
- Strong email & retention marketing
If those foundational elements aren’t solid, ads won’t magically fix them. Jessie emphasizes that scaling starts with business fundamentals—not just marketing tactics.
How Jessie Built (and Sold) Her Digital Marketing Agency
Before launching Webtopia, her digital agency, Jessie spent years managing performance marketing for global brands like Etsy. Her biggest frustration? The “set-it-and-forget-it” approach of most agencies. She knew there had to be a better way.
So, when she was unexpectedly laid off while seven months pregnant, she took a leap into freelancing. Demand for her services grew rapidly, and Webtopia was born. Within five years, she scaled it to a 20-person team, serving top-tier e-commerce clients.
But running an agency remotely from New Zealand while serving clients in London and the U.S. created logistical challenges. The 12-hour time difference made communication difficult, and Jessie realized she wasn’t operating at her best.
Eventually, she decided to sell the agency and focus on coaching e-commerce founders—helping them build strong businesses before they even consider hiring an agency.
Scaling an E-Commerce Brand: The Right Way
Jessie’s current work with Ecom Rockets helps brands avoid common scaling pitfalls. She emphasizes the importance of:
1. Knowing Your Numbers
One of the first things Jessie asks founders is “What’s your margin?” Shockingly, many don’t know.
“If you don’t know what it costs to get a product into someone’s hands—from production to fulfillment—you’re already at a disadvantage.”
Founders must:
- Understand their cost per unit
- Set realistic customer acquisition cost (CAC) targets
- Ensure pricing allows for profitable ad spend and growth
2. Creating a Repeatable Marketing System
Scaling isn’t about chasing one-off wins. It’s about building predictable systems for growth. Jessie advises brands to:
- Track key performance metrics weekly
- Develop a consistent email and content marketing strategy
- Systematize creative production for paid ads (new ads every week)
“You can’t just throw money at ads and expect them to work. You need a content system that continuously feeds your marketing.”
3. Balancing Brand and Performance Marketing
One challenge many founders face is balancing brand-building and performance-driven ads. Some are obsessed with maintaining a premium, polished look, while others flood their audiences with low-quality UGC that doesn’t align with their identity.
The key? Use creative that reflects your customers.
Jessie advises:
- Investing in high-quality branding and storytelling
- Using authentic, relatable UGC that fits the audience
- Testing different ad styles—but ensuring they align with customer expectations
4. Preparing for Scale
Many brands dream of scaling, but few are truly ready for it. Jessie highlights that scaling requires:
- Reliable inventory forecasting to prevent stockouts
- Cash flow management to sustain rapid growth
- A team and fulfillment process that can handle increased demand
When the time is right, scaling isn’t just possible—it’s inevitable.
The Founder’s Mindset: The Ultimate Growth Lever
While strategies and systems are essential, Jessie believes mindset is what ultimately determines success.
“The founders who succeed aren’t necessarily the ones with the best product—they’re the ones who take risks, adapt, and stay persistent.”
Some founders get stuck in low-value work—handling tasks like packing orders instead of focusing on growth. Others resist change out of fear. Jessie’s role is to push them toward strategic decision-making, so they can unlock their full potential.
Final Thoughts: Scaling Smart, Not Fast
Jessie’s journey from agency owner to e-commerce consultant proves that success isn’t about doing more—it’s about doing the right things in the right order.
For founders looking to scale, the takeaways are clear:
Know your numbers before running ads
Build a system for repeatable marketing
Balance brand and performance marketing
Ensure you’re actually ready to scale
Adopt a mindset of continuous learning and adaptation
By following these principles, e-commerce brands can scale profitably and sustainably—without burning out or wasting resources.
To learn more about Jessie Healy, visit Jessiehealy.com.
To learn more about Ecom Rockets Coaching Group, visit Ecommrockets.com.
