The 2026 eCom Trends Report
Top Report Findings: This is our sixth Trends Report with 300 owners representing $3.5...
This is part two of my discussion with Matthew Bertulli, co-founder and CEO of Pela, a company that produces eco-friendly products such as the Lomi food disposal device and the PelaCase phone case. In this episode, we are diving into all things business moats—including what they are—and talking about what makes a business really and truly defensible.
Listen in as we take a deep dive into the areas of business that are often used to create a competitive advantage and explore the many different ways that businesses can protect their market share from competitors. You’ll hear how to use software to your advantage psychologically, how to leverage word-of-mouth and community, and why it’s important to understand how humans make decisions when thinking about how to safeguard your market position. Matthew also shares some really interesting insights and tips from the trenches of building his own defensible businesses, so this is an episode you won’t want to miss!
You’ll learn:
- How innovation can be used to build a business moat. (3:45)
- How to build a moat using your team. (6:30)
- How to leverage community as a moat. (8:40)
- Why Matthew took the low volume/high margin approach with Lomi. (16:20)
- Using regulatory hurdles to create a defensible business. (27:50)
Subscribe: iTunes | Stitcher | Amazon
(With your host Andrew Youderian of eCommerceFuel.com and Matthew Bertulli of Lomi.com)
What Was Mentioned
- Matthew Bertulli: Twitter
- PelaCase.com
- Lomi.com
- Ridge
- eCommerceFuel Forum
- Fulfil.io
- One Click Upsell – Increase Sales 15%+ with Pre-and Post-purchase Upsells. (On average, Shopify users increase sales 15% immediately after installing the app!)
Image by Gerd Altmann from Pixabay.
Post by Andrew Youderian
Founder and Chief Instigator, eComFuel
Andrew quit an early finance job to sell CB radios online — an admittedly unorthodox career path. It set him on a course to found and sell multiple businesses, host a decade-running podcast, lecture at Harvard Business School and create eComFuel, the leading community for 7- and 8-figure online business owners. Andrew is fascinated with branding, AI, building community, investing and growing meaningful businesses that don't require sacrificing what truly matters.
