Surprising how many eCommerce store owners make decisions in the dark

Over the past few weeks, I’ve spoken with dozens of e-commerce founders. Almost all of them shared the same frustrations: ≈60–80% of eCommerce store owners make key decisions “in the dark”

Industry surveys consistently show: • Only ~20–30% of SMB operators feel “very confident” interpreting their data • The rest rely on intuition, rules of thumb, or help from external freelancers.

Even “data-driven” teams struggle

Even stores with dashboards: • Don’t know which questions to ask • Don’t do root-cause analysis • Don’t connect finance, ops, and marketing

Common results

• Low conversion despite solid traffic • Rising acquisition costs are eating away at margins • Operational chaos - fulfillment, returns, logistics • Dashboards that look “complete” but hide the real problems

But what surprised me most wasn’t the challenges themselves - it was how many founders still make decisions in the dark, relying on instincts instead of financial truth.

In several consulting conversations, their data actually showed a profitable business… yet they believed they were losing money.

Their numbers were telling a different story - they just couldn’t see it. Sometimes, the gold is already in your data.

You just need the right lens to uncover it - because without it, wrong decisions only grow bigger.

Use Storita to increase your profits. Storita is real, widespread, and persistent - fixing decision blindness.