Owner of several ecom brands (100mio+$) | Owner of LUCAECOM payment setup (250+ clients) | For services click the link!
Dubai, United Arab Emirates
Joined March 2022
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After 8 years in eCommerce, 2025 was probably the most eye-opening year for us — and also our biggest year ever in terms of volume.
Here are our 11 biggest learnings:
1. We finally transitioned to a full U.S. focus → significantly higher scale.
2. We shifted toward an older audience → emotional storytelling and angles perform much better → higher scale.
3. We managed to lower our break-even ROAS by offering high perceived-value products with low COGS, combined with strong customer retention.
In my opinion, this is the most important point: with a low BE ROAS, you can penetrate many more marketing channels.
4. We are now able to “create” winners through brand storytelling instead of trying to find them via mass testing.
5. Emotional storytelling advertorials perform far better than pure product advertorials.
6. A large percentage of our ad spend now goes to platforms we hadn’t even heard of two years ago.
7. If you use AI correctly, you no longer need to test products — you test new angles and creatives for existing products.
8. Approval rates make a huge difference in the U.S.
9. It’s crazy not to use U.S. banking and cashback options.
Even if your main company is non-U.S., set up a U.S. entity to pay for marketing expenses and get up to 2.4% cashback.
10. U.S. customers are far more relaxed than customers elsewhere.
11. The lowest amount of revenue required to generate the highest absolute profit is the true sweet spot.
(Read this one a few times.)
I don’t care what you achieved in your life,
If your kid talks like this about you, you are an absolute failure. They are only here because YOU DECIDED to bring them into this world, they are only young once, money / business comes and goes, but your kids don’t. Remember, if you are not Elon musk or anything the only thing that will stay on this planet from you are your kids and what kind of person you have been. Chose wisely.
Isn’t it ironic how life always seems to bring us back to where we started?
The businessman laughs at the fisherman, only to spend his entire career making enough money to one day live like him.
We chase wealth to stay in the finest hotels, only to realize that nothing feels better than the peace of our own home.
We dine at the most expensive restaurants, only to discover that the simplest meals often bring us the most joy.
We spend our lives chasing more, only to realize that what we truly wanted was there all along.
In the end, the greatest luxury in life is simplicity.
Well deserved, crazy how they are cooking, we moved a lot of our business to it.
Whop has raised $200M in Series D funding at a $5.1B valuation, backed by @sequoia and @shopify.
It really feels like we are barely touching the tip of the iceberg in a market larger than anyone can imagine.
We first launched Whop as a better way for us to sell sneaker bots, one of the most niche types of desktop software out there.
Total TAM? Probably $20,000 per day.
Who cares, tiny market.
But, what people discounted is the idea that there were actually 70,000 other markets exactly like that one.
Beyond the investment itself, I am especially excited to welcome legendary silicon valley investor @dougleone to our board of directors. Doug and the sequoia team are nothing but a brilliant, resourceful, and principled group of people.
My co-founder Cameron and I started building on Shopify when we were 13 years old. Shopify is one of the most impactful all-in-one cloud ecosystems ever created; @tobi has pioneered modern entrepreneurship the way we know it and we are thrilled to have him in our corner.
We have a tenet at Whop to be the dumbest in the room and I am very grateful that this has recently become a lot easier.
We are focused on markets, scale economies, and progressive media. If that is up your alley, please message me directly.
The $200M raised will support our expansion as we build economic infrastructure for the next century, continuing on our mission of delivering everyone an income.
Same approach
Scaling dropshipping stores whilst also building a “real brand” is the best thing I’ve ever done.
- Dropshipping is best for cashflow.
- Real brand is best for big exit multiples.
Who wouldn’t want both?
Because realistically, I can still exit a dropshipping store, and I can still pull cash from a real brand.
GOD BLESS ECOM.
LUCAECOM retweeted
Why your biggest problem in your ecom business will always be a bad cashflow based on an inaccurate PnL - a knowledge thread 🧵
Like and share this post to get 30 min free consulting with me to and leave some love ❤️ in general, these 🧵 take a lot of time!
Couldn’t agree more
One of the most underrated goals in life:
Make money and stay unknown.
Fame is incredibly overrated.
Privacy is freedom.
Being able to go anywhere, do anything, spend time with your family and live life completely on your terms without anyone caring who you are?
That’s real wealth.
I’d take rich and unknown over rich and famous every single time.
LUCAECOM retweeted
Don’t really have rule for that but in general I don’t think much about it if I can buy it 10x. In my opinion wealth distribution advice is BS, everyone is in a different position, has different preferences and different lives, do what you want with your money, don’t be stupid, I nearly never waste money on stuff that I cannot sell for similar or little less but beside that you need to choose yourself beside things that improve my life qualify like holidays etc.
I find it fascinating how many wealthy people still make the most basic mistake: putting all their eggs in one basket.
They may have made a lot of money, yet everything depends on one country: their company, business bank account, personal accounts, investments and real estate.
And this isn’t just people who stay in their home country. I meet people all over the world who move abroad—and then simply recreate the exact same concentration risk in their new country.
It doesn’t matter how much money you have or make: diversify your banking and assets across jurisdictions. Have several bank accounts in different countries and spread your liquidity accordingly.
As far as legally and practically possible, don’t make your entire financial life dependent on one banking system or jurisdiction.
Also understand that banks and counterparties generally prefer familiar structures. Buying something in Europe? A European bank account can make things easier. Doing business or buying assets in the US? US banking can be useful.
Pro tip: several Swiss banks offer remote banking to EU citizens living abroad and can also custody investment portfolios.
I even know people who have lived in Germany their entire lives but recently moved their stock portfolios to Swiss banks because they wanted more jurisdictional diversification and stability.
Take responsibility for your own financial resilience.
You’ll probably think you’ll never need this diversification.
And hopefully you won’t.
But the day you do, you’ll be very happy you planned for it.
It is crazy, it is like I wrote something about myself, couldn’t agree more, we did well the last years don’t get me wrong, but we could have done so so so much better.
The most dangerous stage of business isn’t being broke.
Being broke is honest. The pain forces you to change.
The dangerous stage is making enough money to subsidize your own stupidity.
The bad employee gets another chance.
The dead product gets another $100,000 in ads.
The bloated overhead becomes “company culture.”
Revenue is a very effective painkiller.
It can make years of bad decisions feel harmless.
Sometimes success isn’t proof that you’re right.
It’s just a longer runway before the consequences arrive.
You really do have to operate with an abundance mindset and a scarcity mindset at the exact same time.
Believe you can always make more money.
Operate like you may never make another dollar.
I know a guy who was kicked out of a well known media buying platform because he had 106 one star reviews on TP on 125k orders 😹 with a 0.2 percent CB rate. Says a lot - real industry experts working everywhere 😂😂
So you’re telling me that Trustpilot can list your brand on their website without your consent, with your logos, images etc
Then if you want to put some of YOUR reviews from Trustpilot on YOUR website they’ll tell you to pay them. If you don’t they’ll send you a cease and desist
Makes sense
How these guys haven’t been sued into oblivion I don’t know
LUCAECOM retweeted
So you’re telling me that Trustpilot can list your brand on their website without your consent, with your logos, images etc
Then if you want to put some of YOUR reviews from Trustpilot on YOUR website they’ll tell you to pay them. If you don’t they’ll send you a cease and desist
Makes sense
How these guys haven’t been sued into oblivion I don’t know