Why I couldn't sell my e-commerce business

After spending a decade growing a successful e-commerce business, I made the tough decision to step away and sell it. I had built an incredible community, shipped thousands (literally!) of pom-pom kits, and handled everything from marketing to fulfillment to product development. My business had value, and it felt like a waste to just shut it down. So, I took the next logical step: I got it valued and listed it for sale.

Interest started rolling in. 

Cue nerve-wracking, Dragon’s Den-style calls.

But in the end? No one wanted to buy it.

The problem: My business was too personal

As exciting as the initial interest was, every prospective buyer came to the same conclusion: without me, the business wouldn’t be the same.

Why? Because I was the brand.

My customers connected with me—through my emails, online workshops, and personal interactions. They trusted me, and that trust translated into sales. My presence was the backbone of the business. I had done exactly what every business coach recommends: I had built a brand with a strong personal identity. But that personal branding also made it difficult to hand over the reins to someone else.

At the time, this felt like a failure.

The realisation: people buy from people

Looking back, I see that this experience wasn’t a failure at all—it was proof of something powerful. People don’t just buy products; they buy from people. They buy from brands they trust, from founders they feel connected to, and from businesses that feel human.

And this is exactly what I help e-commerce founders do now: build strong relationships with their customers through email marketing.

What most e-commerce brands get wrong

Most Klaviyo accounts I review are missing one critical element in their email flows: the founder.

Your welcome flow, abandoned cart reminders, and post-purchase emails shouldn’t just be transactional—they should reinforce your brand’s personality. Your customers should feel your presence in every email, whether it's through storytelling, humor, or personalised touches.

When you consistently show up in your customers’ inboxes in a way that feels real and personal, you don’t just make sales—you build loyalty. And that loyalty is what keeps people coming back, recommending your brand, and making repeat purchases.

Want to build that kind of connection (and sales)?

If you want an email strategy that fosters deep customer relationships and improves revenue, it’s time to optimise your Klaviyo flows.

Clicks & Flows will give you a suite of click-worthy, conversion-focused email flows that generate sales and get customers hitting reply (trust me, you want this). Let’s build an email strategy that not only sells but also makes your brand unforgettable.

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