E-commerce, online business, dropshipping - this is not a story about getting rich quick, where all you need to do is find a trendy product, launch a couple of adverts and become wealthy. Those who have really succeeded talk about their experiences - with ups and downs, failures and successes. Sometimes success can be explained by pure luck.

An unsuccessful choice of platform, product, or partner. A failed channel and advertising. All of this happens. As a rule, most people come to online business without any special knowledge or skills. Self-taught entrepreneurs operate by trial and error. What exactly? We at HLTS company have compiled a list of the top mistakes and will start with those that are most relevant in 2026.

Reviews are the most effective method of stimulating sales, essentially the familiar ‘word of mouth’ strategy, from person to person.

People read reviews before buying, and AI search engines are increasingly ranking products by reputation. Don't ignore negative reviews. They may only be part of the problem. If you know about one, there may be hundreds more that you simply haven't heard about. A negative review will only remain negative forever if you ignore it. Responding quickly and consistently to reviews leads to a real increase in sales.

TikTok Shop, YouTube Shopping, Telegram mini-apps, and streaming sales are already generating millions in sales in Asia and the US. If you stick to the old channels (Instagram, Google Ads), growth will slow down, according to managers at HLTS dropshipping company.

Even a small online store can sell through marketplaces, insist the experts at HLTS co LTD. But to do so, you need to create at least an English-language version, localise descriptions and prices, and calculate taxes and international logistics.

How much does it cost to attract one customer? How effective is the marketing promotion strategy? What affects the overall profitability of the business?

In 2026, those who see their business in numbers will survive: margin per SKU, real profit per customer, channel payback. Without this, you can grow in turnover, but sell at a loss.

Artificial intelligence is changing the market. Today, algorithms test advertising headlines, analyse demand and guide customers through chatbots 24/7. Companies that implement AI spend less on marketing, launch campaigns much faster, and personalise advertising for each segment. Those who ignore these tools work slower, pay more, and 2.

In 2026, it seems rather trite to mention this mistake. But it is still worth mentioning. Of course, there is nothing wrong with adapting interesting ideas from competitors to your own business. But the promotions, designs, texts and discounts they offer work in conjunction with their resources, reputation and audience, which you may not be aware of. So analyse, take the best, but don't repeat.

Calculate the effectiveness of each advertising channel, recommend HLTS managers. Metrics such as CAC (customer acquisition cost) and LTV (lifetime value) are not just buzzwords, but a matter of survival. Don't guess - use end-to-end analytics, CRM integration with advertising accounts, and AI bid optimisation systems.

New customers are always more expensive, so don't forget about the ‘old’ ones. Loyalty programmes, personal recommendations, and remarketing are affordable and inexpensive ways to retain customers.

Upsells and bundles are not just about ‘adding a similar product to the basket.’ Today, AI recommendations allow you to select ideal sets based on customer behaviour, and marketplaces use this as their main tool for increasing the average cheque.

Before launching a product, conduct a thorough analysis of the internal and external environment, competitors, and potential customers.

HLTS company experts recommend using:

• Google Trends to understand seasonality,
• Marketplace Analytics to track prices and demand,
• AI analysis of reviews to identify customer pain points.

Plan your work for at least a year - it is better to calculate seasonality, promotions, product range updates, and budget in advance. Use trend data and test niches.

AB testing will be a basic tool in 2025. Test prices, banners, product cards, and offers. Automate routine tasks: logistics, CRM, email marketing, content planning. The time spent on testing and automation will pay off tenfold.

In business, this attitude is a disaster and a dead end. In e-commerce, everything changes every month: algorithms, trends, advertising. Think not only about profit, but also about value for the customer - sell a solution to a problem, not just a product.

In 2026, up to 80% of orders in some niches will be placed via mobile phones, and some traffic will go directly from social networks to the app or PWA store. If the website loads slowly, the buttons are too small, and the shopping cart is inconvenient, conversion rates will drop significantly, warn experts at HLTS co LTD.

These mistakes cost businesses more than they seem. They can be avoided by building e-commerce on data, testing, and customer focus. HLTS Co. Ltd, working with major wholesalers, dropshipping suppliers, buyers, and distributors, recommends taking a systematic approach by implementing new technologies. Our specialists will select the right product for you, conduct market and consumer analysis, and find reliable and honest partners.