top of page
  • Writer's pictureEva Andersson

The Resilience of Roll-Ups in the Face of Sluggish Ecommerce Growth

Discover how roll-up companies are thriving in spite of the current sluggish ecommerce trends, and learn how you can leverage their success for your own business growth.

Discover how roll-up companies are thriving in spite of the current sluggish ecommerce trends, and learn how you can leverage their success for your own business growth.

Table of Contents


As ecommerce continues to face challenges such as the dominance of Amazon, growing competition, price wars, personalization demands, and logistical issues, online businesses are finding it harder to thrive. However, amidst all this chaos, roll-ups seem to be defying the odds and staying afloat. But what are roll-ups and why are they succeeding where others are failing? In this blog, we'll take a closer look at roll-ups and the potential they hold for ecommerce businesses. We'll explore the challenges faced by the industry and how roll-ups can provide a viable solution to these problems. Join us as we delve into the future of ecommerce with roll-ups and discover what it takes to succeed in this dynamic market.

What are roll-ups?

Roll-ups are a relatively new concept in the world of e-commerce. In simple terms, they refer to the consolidation of multiple small online retailers into one large entity. Essentially, a roll-up company buys other companies in the same industry. This process allows them to benefit from economies of scale, lower costs, improved efficiency, and increased bargaining power. By pooling resources and expertise, roll-ups can achieve greater success than individual retailers could on their own. Consequently, there has been a surge in demand for them in recent years, due in part to the challenges facing e-commerce.

Challenges faced by ecommerce

Online shopping has become an immensely popular trend in this digital age. However, with the rise of ecommerce, several challenges have emerged. One of the most significant challenges faced by ecommerce is the security of customer information. Shopping websites require customers to input their sensitive information like name, credit card number, and address. As a result, it’s the responsibility of ecommerce sites to ensure that their customer data is safe from potential cyber-attacks. Additionally, ecommerce companies must also guarantee the security of their payment gateway, as any lapses in this area could lead to serious legal and financial consequences.

Another challenge faced by ecommerce is fierce competition. As the number of ecommerce sites continues to increase, retailers are having to work even harder to differentiate their products and services from those of their competitors. The ever-increasing amount of data and information available to consumers has led to an increase in the expectation of personalized products and services. Retailers must, therefore, tailor their offerings to their target audience to stand out and remain relevant in the market. Finally, logistics is another challenge that ecommerce companies face. With the rise of online shopping, there has been an increase in the demand for speedy and cost-effective shipping services. Thus, ecommerce retailers must establish an efficient supply chain management system to ensure timely and quality product deliveries.

The resilience of roll-ups

The resilience of roll-ups in the face of sluggish ecommerce growth remains one of the most interesting topics in the industry. While the challenges faced by the ecommerce industry continue to evolve, roll-ups have proven to be an increasingly popular solution.

Opportunities created by the challenges - Although ecommerce is growing rapidly, challenges such as logistical issues, fierce price wars, increasing competition and growing demand for personalization have made it a tough space to navigate. However, these challenges have also created opportunities for roll-ups to thrive. By consolidating resources and streamlining operations, roll-ups can create a competitive advantage that individual ecommerce businesses cannot match.

Benefits of joining a roll-up - Roll-ups offer a range of benefits to ecommerce businesses, including a reduction in the risk associated with single-company ventures, access to financial and operational resources, and greater scalability. By pooling together resources, roll-ups can scale much faster than individual ecommerce businesses, and take advantage of their combined purchasing power to secure better deals from suppliers.

Roll-ups also offer significant advantages when it comes to customer acquisition, with a shared customer base enabling roll-up partners to achieve economies of scale in their marketing campaigns. Furthermore, by offering a wider range of products to consumers, roll-ups can create a more compelling proposition for consumers, making them more likely to return to the platform over time.

In conclusion, the resilience of roll-ups in the face of the challenges being faced by ecommerce is a hot-button topic in the industry. Roll-ups have proven to be an increasingly popular solution for ecommerce businesses looking to consolidate resources and streamline operations. By taking advantage of the opportunities created by the challenges in the industry, roll-ups can thrive, offering a range of benefits to businesses, including better access to financial and operational resources, greater scalability, and a more compelling proposition for consumers.

Success stories of roll-ups

Success stories of roll-ups have been popping up all over the ecommerce world, bringing hope to struggling businesses. One such story is about an outdoor gear and apparel retailer, Moosejaw. In 2017, Moosejaw was acquired by Walmart-owned as part of Jet's strategy to compete with Amazon. Moosejaw's CEO, Eoin Comerford, stated that the roll-up allowed Moosejaw to access Jet’s technology platform, benefit from Jet's customer-centric approach, and navigate the challenges of the ecommerce market. After the acquisition, Moosejaw continued to operate as an independent subsidiary with its own brand identity.

Another notable success story is about home goods retailer Hayneedle. In 2016, Hayneedle was acquired by with the aim of leveraging Hayneedle's expertise in the home goods segment. Hayneedle's CEO, Jon Barker, stated that the roll-up allowed Hayneedle to expand its product offerings and enhance its customer experience. After the acquisition, Hayneedle continued to operate as an independent brand with its own culture and management team.

These stories show that roll-ups can bring tangible benefits to struggling businesses. By joining a roll-up, an ecommerce company can access new technologies, expand its product offerings, and benefit from the roll-up's customer-centric approach. Moreover, roll-ups can provide a soft landing for a struggling business at risk of going under. As examples show, roll-ups can integrate the acquired businesses seamlessly, while preserving the company's brand identity and culture.

Overall, it is clear that the roll-up strategy is becoming increasingly popular in the competitive ecommerce industry. Successful examples of this strategy demonstrate that roll-ups offer a promising way to address the challenges faced by ecommerce companies.

Future of ecommerce with roll-ups

As ecommerce faces several challenges, including the dominance of Amazon, increasing competition, fierce price wars, growing demand for personalization, and logistical issues, roll-ups have shown resilience. The consolidation of smaller ecommerce businesses offers a lifeline, creating opportunities as they overcome these challenges.

One of the key opportunities roll-ups provide is leveraging technology. By pooling resources, businesses can invest in the latest technologies to improve logistics, customer experience, and marketing efforts. Moreover, technology can be used to improve customization, which is becoming increasingly important in ecommerce. By using data to understand customer preferences, roll-ups can develop products and services tailored to specific customers, thus boosting sales and customer satisfaction.

Another important aspect of the future of ecommerce roll-ups is the impact of changing consumer behaviour. Consumers are changing the way they shop, with mobile devices becoming increasingly popular. This shift requires ecommerce businesses to have a mobile-first approach to provide the best possible shopping experience for customers. Roll-ups can provide scale for small businesses to invest in mobile technology to meet these evolving customer demands.

Strong partnerships are also critical for the future success of ecommerce roll-ups. By combining resources, businesses can operate efficiently and optimize logistics to reduce costs. Trusted partners also provide access to new markets and customers. Strategic partnerships also offer learning opportunities, so businesses can share best practices and insights with one another and benefit from each other's strengths.

As ecommerce businesses continue to face challenges, including the changing economy and customer demands, roll-ups are growing in importance. By combining resources, roll-ups can leverage technology, stay ahead of changing consumer behaviour, and form strong partnerships to compete with large ecommerce companies. Roll-ups are a game-changer for small businesses in the ecommerce world, and startups looking for competitive advantages should consider joining a roll-up for a better chance at success.


As ecommerce faces challenges like Amazon's dominance, fierce price wars, and logistical issues, roll-ups have proved to be a resilient solution. By bringing together multiple online businesses, roll-ups have created opportunities in the face of increasing competition and the growing demand for personalisation. Joining a roll-up comes with benefits like shared resources and expertise.

Success stories like The Hut Group have shown the potential of roll-ups in the ecommerce industry. The future holds promise for roll-ups, especially with technology advancements and changing consumer behaviour. Strong partnerships will play a critical role in navigating the ecommerce landscape and achieving success.

Overall, roll-ups provide a promising solution for businesses looking to stand out in a crowded ecommerce market. By joining forces, businesses can leverage their strengths and overcome challenges. As ecommerce continues to evolve, roll-ups will play an essential role in shaping its future.

About Paykage

Paykage revolutionises the payment landscape by introducing a groundbreaking global network that challenges traditional card schemes driven by Artificial Intelligence. With Paykage, consumers can now make secure payments effortlessly, eliminating the need to enter financial data and seamlessly connecting with their mobile banking app. Only minimal account creation is necessary, and sensitive financial information remains private, as biometric authorization ensures heightened security. Merchants benefit from real-time and full funds transfer, while enjoying significantly reduced fees compared to conventional payment methods. Moreover, Paykage effectively combats fraud, leading to enhanced consumer protection and the potential for lower prices. Additionally, businesses leverage Paykage to foster customer engagement and loyalty, leveraging integrated incentives and rewards within the payment experience.


bottom of page