Doing e-commerce as a solo operation can be a journey filled with self-doubt, imposter syndrome, wrong turns, and eventually, burnout.
I remember back in 2019, when I experienced my first true burnout. Up until then, I didn’t believe burnout was real — it was just something people said when they were tired. But working over 12-hour days on everything myself—design, SEO, customer service, ads, social media, and fulfilling orders—I learned that burnout was real. If you’re reading this as a solo founder, you probably know what I mean. In this article, I’ll share some personal lessons on how I dealt with burnout and managed to keep going, and I hope it helps you on your journey, too.
1. Accepting That Doing Everything Alone Is Hard
One of the first things I learned is that it’s okay to acknowledge how hard it is to manage everything on your own. When you’re doing everything, it’s easy to feel like asking for help means you’re failing. But the truth is, it’s just practical. Outsourcing certain tasks, even small ones, can free up valuable time and mental space. Start by handing off one or two tasks that are draining your energy the most — maybe it’s customer service or managing your ads. There are plenty of freelance platforms ( i offer some E-commerce services as well, you might want to check them out after you are done with the article) where you can find reliable help without breaking the bank.
When I finally decided to let go of a few areas, it was a weight off my shoulders. I had more time to think strategically, which was better for the business in the long run. Just know that outsourcing doesn’t mean you’re any less capable; it just means you’re working smarter.
2. Get Some Rest: That One-Star Review Won’t Break You
Running a business means facing complaints, mistakes, and bad reviews. Sometimes, you’ll get a one-star review that feels like a personal attack. In moments like these, it’s easy to lose sleep, agonize over what went wrong, or think it’s all on you. But letting every small setback get to you is exhausting.
Take a deep breath and step away for a bit. Remember, it’s not about making everything perfect—it’s about consistency. I learned to rest rather than let stress run my life. Believe me, it’s better to approach each day with a fresh mind, so take breaks, get some sleep, and don’t dwell on every single comment or rating. Tomorrow’s a new day.
3. It’s a Business, Not Personal—So Don’t Take It That Way
This one took time to sink in: my business is not me. As founders, we’re so invested that every win feels personal and every setback feels like a personal failure. But the sooner you recognize your business as its own entity, separate from yourself, the easier it becomes to make decisions that benefit the business objectively.
I had to remind myself, “It’s just business.” Customers come and go; some are great, and some aren’t. But by keeping emotions in check and staying focused on business goals, you can avoid taking things too personally.
4. It’s Okay to Fail
I know, this is hard to acknowledge, but failure is part of the journey. Some of my best learning moments came from failed ad campaigns or products that didn’t sell. Embracing failure rather than fearing it helps you learn faster. Not everything you do will work out — and that’s normal.
The most successful entrepreneurs didn’t get there without their fair share of stumbles. If you can see each failure as a learning opportunity, you’re already miles ahead. The goal isn’t to never fail; it’s to keep going and learn along the way.
5. Build Processes & Follow them
One of the biggest mistakes I made early on was trying to do too many things at once. Solo founders often feel like they need to manage everything, but this approach often leads to burnout and inconsistency. Large companies succeed not just because of resources, but because they have processes in place.
Here’s a super simple E-commerce process that i’ve built for myself, if you need the code just let me know & i’ll sent it to you:
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Creating a routine like this gives structure to your workload and guarantees that you’re focusing on what really matters instead of getting lost in the weeds.
6. Dedicate 15 Minutes to Write about your Feelings
Journaling can be a surprisingly effective way to clear your mind and process your feelings. Spend just 15 minutes a day writing about what’s on your mind. Here’s a simple template you can follow:
Daily Reflection Journal
This practice helped me sort through thoughts and feelings, keeping me grounded even during tough times. Over time, it became a tool for self-awareness and better decision-making.
7. Be Stoic: Remember, We All Go Eventually, So Don’t Sweat It
One philosophy that helped me was stoicism. I reminded myself of the big picture: life’s short, and stressing over every small thing won’t change that. Being a solo founder is a huge journey, but at the end of the day, it’s just one part of life. I stopped overthinking small obstacles and focused on what I could control, letting go of the rest.
Remember, we’re all going to leave this world eventually, so enjoy the journey. Don’t let stress rob you of the excitement and passion that brought you here.
Conclusion
Burnout is real, but it’s manageable. Running a solo business will come with its fair share of challenges, but take heart—you’re doing something incredible. Rest when you need to, build processes that work for you, and remember to enjoy the ride. Keep in mind that it’s okay to take breaks, to fail, and to let go of what’s outside your control. After all, what’s the point if you can’t enjoy the journey?
So, Go outside, have some fun, and take time for yourself. This is your business, and you’re in it for the long haul.
