E-commerce is booming, but for many sellers, the behind-the-scenes management of their online businesses remains an overlooked challenge. Vanessa Hung, CEO and founder of Online Seller Solutions, has made it her mission to help sellers navigate the complexities of platforms like Amazon and Walmart.
“We focus on the ‘unsexy’ side of Amazon,” Hung quips, referring to the tedious but critical tasks that keep businesses running smoothly. With years of experience in catalog management, inventory oversight, and compliance, Hung sheds light on the crucial aspects of business operations that many sellers fail to prioritize.
The Hidden Pillars of Success: What Sellers Often Ignore
While most Amazon and Walmart sellers focus on increasing revenue and optimizing ad spend, Hung emphasizes the importance of maintaining a solid operational foundation. “Many sellers overlook management and processes in their accounts because they don’t translate directly into high ROIs, low ACOS, or a bunch of reviews,” she explains, describing her agency’s work as akin to being the “janitor” of e-commerce—handling the essential but often neglected aspects of a business. Ensuring compliance, maintaining accurate catalog information, and resolving issues before they escalate are just some of the areas where sellers commonly fall short.
For example, one of the biggest mistakes Hung sees is sellers taking a “test the waters” approach. Many new sellers attempt to launch products on Amazon without securing trademarks or utilizing essential brand tools. This limits their ability to optimize listings with videos, enhanced images, and other promotional content. “If you’re serious about this business, commit fully—get a trademark, build a brand, and take advantage of all the tools available,” Hung advises.
The Recurring Mistakes of Sellers, Big and Small
Having participated as an expert in multiple industry panels, Hung has observed a surprising trend: whether a seller is making $1 million or $150 million annually, they often struggle with the same fundamental issues. “They scale too quickly without a proper foundation, add products without properly measuring profitability, and hire without a clear organizational structure,” she says.
Sellers frequently make avoidable mistakes, such as purchasing barcodes from illegitimate sources, which can later result in product takedowns. Another major oversight is making unapproved health or marketing claims, leading to sudden listing removals. “Amazon and Walmart won’t tell you exactly which words are prohibited—you just wake up one day and your listing is gone,” Hung explains. To help sellers, her agency has built a database of problematic keywords over the years so sellers can stay ahead of compliance pitfalls.
Why Profitability Matters More Than Revenue
Hung firmly believes that revenue figures alone don’t determine a business’s success—profitability does. While high sales numbers may seem impressive, a business with tight margins may not be as successful as it appears. “You could be selling $100 million worth of products but only bringing home 3% of that,” Hung explains. “Meanwhile, a smaller seller with $10 million in revenue but a 40% profit margin is actually making more money.
The key, she says, is focusing on financial efficiency rather than just growing sales volume. This means monitoring costs, optimizing inventory turnover, and ensuring that each product is contributing positively to the bottom line. “A lot of sellers focus on scaling first without locking down a profitable structure,” she adds. “But if you scale an inefficient system, all you’re doing is amplifying your losses.”
Leveraging AI: The Future of E-commerce Efficiency
Artificial intelligence is reshaping e-commerce, and Hung is a strong advocate for its use. “Sellers are overlooking AI’s potential in data analysis,” she points out. Tools like ChatGPT and Grok allow sellers to analyze spreadsheets filled with sales data, identifying trends and making better decisions on inventory and pricing. AI is also revolutionizing content creation. High-quality product images and marketing materials, once expensive and time-consuming to produce, can now be generated efficiently using AI, significantly reducing costs. Hung believes that embracing AI will be a game-changer for sellers looking to streamline operations and boost profitability.
Winning in the E-commerce Space
For sellers looking to thrive in the competitive online marketplace, understanding the intricacies of catalog management, compliance, and AI-driven decision-making is crucial. Hung and her team at Online Seller Solutions continue to provide invaluable expertise to those who recognize the importance of the behind-the-scenes operations that sustain long-term success.
To stay up to date with Vanessa Hung’s insights and expertise, connect with her on LinkedIn.
