How to Start an E-Commerce Business from Scratch in 2026

About this episode

Scott Wilson interviews Kristina Roesebeck about her journey in starting an e-commerce business from scratch.

What does it actually take to leave a job you love, build something from nothing, and stay in the game when most people quit? In this episode of Marketing 4 Business podcast , Scott sits down with Kristina Roesebeck, co-owner of Arctic Sammy, a NZ outdoor gear brand for dogs she built with her partner Stefan from their garage in 2021. With no product development background (she's a trained chef), Kristina created something people actually wanted, and then had to figure out everything else. You'll hear how Kristina designed her first products from scratch, why customer feedback became the backbone of everything Arctic Sammy makes, and the mindset that turned every obstacle into a challenge worth solving. They also dig into Shopify, using AI as a thought partner, the real cost of ignoring marketing when you have a great product, and why passion is non-negotiable if you want to last. If you're thinking about starting something of your own, or you're already building and wondering if it's worth the grind, this episode will help you stay in the queue. Download the Local Business AEO Playbook here — a free, step-by-step guide that shows you how to position your business to be…

People in this episode

Host: Scott Wilson

Guest: Kristina Roesebeck

Topics covered

• e-commerce
• entrepreneurship
• customer feedback
• product development
• marketing strategies
• AI in business
• mindset for success

Keywords

• e-commerce business
• starting a business
• customer feedback
• Shopify
• AI in business
• marketing
• entrepreneur mindset
• product design
• outdoor gear

Mentioned in this episode

Organizations: Arctic Sammy, Shopify

Products: Local Business AEO Playbook

Places: NZ

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