How to choose the right ecommerce business coach (and when you actually need one)
How to choose the right ecommerce business coach (and when you actually need one)
You're running your online store and you've hit a wall. Maybe you're stuck at the same revenue month after month. Maybe your Meta ads are bleeding money. Maybe you're working 70-hour weeks and can't figure out how to step back.
You've been googling "ecommerce business coach" at 2am, wondering if hiring someone would actually help or if it's just another expensive gamble.
Here's the truth: hiring an ecommerce business coach isn't for everyone, and it's not always the right move at every stage. But when it IS the right move, it can be the difference between staying stuck at $20k months and scaling to $100k+ months within a year.
As someone who scaled my own e-commerce business to 7 figures and now coaches online store owners, I'm going to walk you through exactly when you need a coach, what to look for, and how to choose the right one without wasting money.
Do you actually need an ecommerce business coach?
Let's figure out if you even need one, because people either hire coaches when they're not ready or avoid them when they desperately need one.
You probably DON'T need an ecommerce business coach if:
You're still pre-launch or in your first $5k month
You need to prove your product sells first, not optimize operations. Free resources and your own hustle will get you further than paying for 1:1 coaching.
You're not willing to invest in implementation
If you can't afford to execute what you learn (ad spend, tools, team members), coaching won't help. You'll just pay for advice you can't act on.
You haven't tried the obvious solutions yet
If your ads don't work because your pixel isn't set up, follow Meta's basic guide first. Do the basics before hiring someone.
You probably DO need an ecommerce business coach if:
You're consistently doing $5-10k+ months but can't break through
You've proven your business works, but something is blocking the next stage. Usually it's your systems, your marketing strategy, or you being the bottleneck.
You're spending on ads but seeing inconsistent returns
If you're investing $1-5k+/month in ads and not seeing profitable, predictable results, you're burning money. An ecommerce business coach who specializes in paid ads can often pay for themselves in the first month.
You're working 60-80 hour weeks and can't step back
You're the bottleneck in every decision and process. You know you need to delegate and systematize but don't know where to start.
You've tried courses and DIY but still can't figure it out
You've watched the YouTube videos and bought the courses, but your specific situation doesn't match the examples. Personalized coaching gives you strategy tailored to YOUR business.
You're making revenue but barely keeping any profit
If you're doing $50k months but only taking home $5k after expenses, something is fundamentally broken. A coach can audit your numbers and help fix the profitability issues.
You're ready to invest and serious about growth
If you have the budget to properly execute and you're committed to implementing feedback, coaching accelerates everything. You skip years of trial and error.
What makes a good ecommerce business coach?
Not all e-commerce coaches are created equal. Here's what to look for:
1. They've actually done what you want to do
Why this matters: Theory is worthless. You need someone who has built and scaled an actual e-commerce business.
Red flag: Coaches who have never run a store themselves, or who barely made money doing it.
Green flag: They've scaled an e-commerce business to at least the level you're trying to reach. As someone who built a 7-figure e-commerce business before coaching others, I can tell you there's a massive difference between coaching from experience versus theory.
2. They specialize in your type of business
Why this matters: E-commerce is different from service businesses. Product-based businesses have unique challenges: inventory, shipping, returns, seasonality, production timelines.
Even better: Find someone who specializes in your niche. If you run a fashion boutique, a coach who understands fashion e-commerce will be more valuable than a generic coach.
3. They have a proven methodology
Why this matters: Good coaches have a system they've tested with multiple clients. They can diagnose problems quickly and prescribe solutions that work.
Red flag: Coaches who say "we'll figure it out as we go."
Green flag: They can walk you through their framework in the discovery call with case studies showing results.
4. Their results are specific and verifiable
What to look for: Client testimonials with specific results, case studies showing before/after, screenshots of growth, client names you can verify.
Red flag: Only generic testimonials like "Great coach!" with no specifics.
5. Their communication style matches yours
Why this matters: You'll be sharing challenges and vulnerable moments with this person. If their style doesn't work for you, you won't be open and honest.
Think about: Do you need direct and no-nonsense, or warm and encouraging? Structured frameworks or flexible exploration? Someone to push you hard, or support you gently?
I tend to be direct and strategic (I'll tell you what's not working) but also warm and empathetic because I know how hard this journey is. Some people love that combo, some want softer or harder. Know yourself.
6. The pricing makes sense for your stage
General guideline:
- $5-15k/month revenue: $500-1,500/month coaching
- $15-50k/month revenue: $1,500-5,000/month coaching
- $50k+/month revenue: $5,000-15,000/month coaching or masterminds
The ROI test: If the coach helps you increase revenue by $10k/month and costs $2k/month, that's a good investment. If they cost $5k/month and you're only doing $10k/month total, the math doesn't work yet.
E-commerce business coach vs course vs DIY
A common question: "Should I hire a coach, take a course, or just figure it out myself?"
DIY (Free resources)
Best for: Pre-launch to $5k/month
When to choose: You're validating your business idea and can't justify spending yet
Courses ($100-2,000)
Best for: $5k-20k/month, learning specific skills
When to choose: You need to learn a specific skill and have the discipline to implement alone
eComm Ads Academy falls into this category - comprehensive training with community support, but not 1:1 coaching.
Group coaching / Masterminds ($2,000-10,000+)
Best for: $15k-100k+/month, want community + expert guidance
When to choose: You're established, want to accelerate growth, and value learning from other founders
My 7-Figure Scale Collective is designed for online store owners who are scaling and want both expert strategy and peer support.
1:1 Coaching ($1,500-15,000+/month)
Best for: $15k+/month, complex challenges, rapid scaling
When to choose: You're ready to invest seriously and have complex challenges that need custom solutions
My 1:1 coaching is for store owners who want intensive, personalized support to break through specific growth blockers.
Red flags when choosing an ecommerce business coach
They promise guaranteed results - No legitimate coach can guarantee specific outcomes.
They've never actually run an ecommerce business - They're teaching theory, not reality.
They focus on getting you to buy more, not results - If it feels like they're always selling, not coaching, that's a red flag.
They can't show real client results - If they've been coaching for 6+ months and have no testimonials, that's suspicious.
They pressure you to decide immediately - "This price is only available today" is a high-pressure tactic. Legitimate coaches want informed decisions.
How to evaluate a coach before hiring
Step 1: Research them thoroughly
- Check their website and content (do they know what they're talking about?)
- Look at their social media (are they actively sharing helpful content?)
- Google their name + "review"
- Ask in e-commerce communities if anyone has worked with them
Step 2: Book a discovery call
What to ask:
- "What's your background in e-commerce?"
- "Can you share examples of client results?"
- "What does your coaching process look like?"
- "How often would we meet, and what support is available between sessions?"
- "Do you think I'm ready for coaching, or should I do X first?"
What to notice:
- Do they ask YOU questions, or just pitch?
- Do they seem genuinely interested in your success?
- Do you feel comfortable being honest with them?
Step 3: Trust your gut
After all the research, how do you FEEL? Do you trust them? Are you excited about working together? Or does something feel off?
Your intuition matters.
What to expect when working with a coach
Month 1: Deep dive into your business, identify biggest growth blockers, create strategic roadmap, get quick wins
Month 2-3: Execute the strategy, troubleshoot challenges, refine the approach, build systems
Month 4-6: Scale what's working, prepare for next level, build team, solidify systems
Throughout: Regular check-ins, honest feedback, celebrating wins, problem-solving urgent issues
What success looks like: Clear increase in revenue or profit, more time freed up, better systems, confidence in decision-making, a clear path forward even after coaching ends.
The bottom line
Hiring an ecommerce business coach is worth it when:
- You're ready to invest in growth (time, money, implementation)
- You've hit a plateau you can't break through alone
- The ROI makes sense for your stage
- You find someone who has done what you want to do
It's NOT worth it when:
- You're not ready to invest in executing what you learn
- You're still figuring out if your business model works
- You're looking for someone to do the work for you
The truth is, I didn't hire a coach until I was doing $30k+ months consistently. Before that, I used courses and free content. But once I hit that level, having someone who'd been there was invaluable.
Now I get to be that person for other e-commerce founders. And when it's the right fit at the right time, coaching accelerates growth in ways that going it alone never could.
Ready to explore if coaching is right for you?
If you're doing $10k+/month consistently, struggling to break through, and ready to invest in strategic support, let's talk.
Book a discovery call and we'll figure out if 1:1 coaching, my mastermind, one of my programs, or just some free resources is the right fit for where you are.
I won't pressure you into anything. Sometimes that's working together. Sometimes it's pointing you to the right resource. Sometimes it's "you're not quite ready yet, go do X first."
Either way, you'll walk away with clarity on your next steps.
Or start with free resources here and see if my teaching style resonates before investing in anything.
Your online store has so much potential. Whether you work with me or someone else (or figure it out yourself), I'm rooting for your success.
About Jodie Minto
Jodie Minto is an ecommerce business coach and Meta ads specialist who helps online store owners scale strategically and profitably. As the founder of a 7-figure e-commerce brand, Jodie knows what it takes to grow a product-based business. She helps other founders fast-track their growth through 1:1 coaching, her 7-Figure Scale Collective mastermind, and programs like eComm Ads Academy.
