There's an undeniable fact: digital commerce has democratized entrepreneurship. Today, anyone can create an online store, sell on marketplaces, and reach consumers across the country. This ease of entry has brought unprecedented opportunities for small and medium-sized businesses, but it has also helped solidify one of the biggest myths in the market: the idea that selling online is synonymous with making money quickly.
You only need to spend a few minutes on social media to find promises of extraordinary earnings, stories of meteoric growth, and supposedly foolproof formulas for success. The problem is that this narrative simplifies a much more complex reality.
The truth is that selling is relatively easy, but consistently making a profit is the real challenge. Therefore, I decided to gather and list below some of the main myths that still surround the world of digital sellers:
Myth 1: "If I sell a lot, I'll earn a lot."
The first point is to understand that revenue and profit are completely different things. Many entrepreneurs celebrate sales growth without realizing that their margins are getting smaller and smaller. Costs such as shipping, marketplace commissions, paid media, packaging, returns, and operations can consume a significant portion of revenue.
The result is an increasingly common scenario: companies that sell more, work more, and profit less. Therefore, the focus should not only be on selling, but on building a financially healthy operation.
Myth 2: "Just register products and wait for orders to arrive."
The digital world has amplified competition to an unprecedented level, and when entering a marketplace, a seller is not only competing with companies in their city or region. They are now vying for attention with thousands of sellers offering similar products. Therefore, having an online presence does not guarantee visibility; it is necessary to invest in good descriptions, quality images, reputation, customer service, strategic pricing, and knowledge of the platforms' algorithms.
Those who believe that sales happen automatically often quickly discover that the consumer never even found their product.
Myth 3: "The lowest price always wins."
Price wars are one of the most dangerous traps in e-commerce. In an attempt to generate sales, many sellers reduce margins to unsustainable levels. In some cases, they even manage to increase sales volume, but completely compromise the profitability of the business.
Consumers value price, but they also consider delivery time, reputation, reviews, quality of service, and brand trust. Competing exclusively on price is almost always a short-term strategy.
Myth 4: “Marketplaces solve all problems.”
Marketplaces offer reach, technology, and access to millions of consumers. But they don't replace good management. In practice, marketplaces enhance well-structured businesses and highlight weaknesses in unprepared operations.
Inventory control, financial management, efficient logistics, and customer service remain the seller's responsibility. After all, the platform opens doors, but the entrepreneur is the one who builds the results.
Myth 5: "Marketing is an expense"
Perhaps one of the biggest misconceptions in the digital environment is saying that marketing is just another cost. In a scenario where thousands of products compete for consumer attention, visibility has become a strategic asset. Many sellers invest time choosing products, negotiating with suppliers, and organizing inventory, but neglect marketing and positioning efforts.
The result is simple: excellent products that no one can find. Remember that in the digital world, it's not enough to exist. You need to be seen.
Finally, I note that there is a problem of "romanticization" in this scenario, because the greatest risk of these myths is not just creating unrealistic expectations. The problem is that they cause many entrepreneurs to enter e-commerce unprepared, without financial planning, and without a clear vision of what truly sustains a business in the long term.
When the promised results don't materialize, frustration quickly sets in. And often, good entrepreneurs abandon real opportunities because they believe they've failed, when in reality they've simply encountered the reality of the market.
Therefore, don't forget that the digital world remains one of the most promising environments for those who wish to start a business. But online success isn't the result of shortcuts. It's the result of strategy, management, consumer knowledge, and execution skills!
*Mariana Mantovani is a Marketplace and E-commerce specialist and founder of Boost Marketplace, a company specializing in boosting and driving sales results on the largest marketplaces in the market. With over 15 years of experience in the digital ecosystem, Mariana has always worked in leading companies such as Netshoes, Electrolux, Mercado Livre, and RD Saúde, focusing on e-commerce, marketplaces, leading performance teams, and business development.
