Most eCommerce business' do not make money, here's why
-Dependent on only one or two popular (read overcrowded) channels
-Cannot differentiate, instead compete on price
-Too low ticket-to-shipping ratio
-Too heavily reliant on paid advertising
-No LTV, no repeat purchase metric
It took me a decade to realise that there is no such thing as 'burn rate' or 'getting to profitability'. All nonsense.
If you're not profitable with every sale, you should be.
There are simple formulas for what works and what doesn't to achieve a 30% operating margin.