Smaller Teams, More Revenue: Good Brands on HIRE or FIRE on AI in E-Commerce
How AI is changing team size and growth logic for D2C brands
Does an e-commerce brand still need a large team to grow? And what does AI actually mean for founders who are scaling right now?
We explored these questions in the latest episode of HIRE or FIRE – Der Startup-Talk. Our Executive Board member Henrik Sabban joined host Jan-Lüthje Thoden on behalf of Good Brands.
What does the episode cover?
✔ Why revenue and team size in e-commerce are increasingly decoupling
✔ Where AI is already doing real work inside D2C brands
✔ What this means for hiring decisions at an early stage
✔ How we support our portfolio companies along the way
Why does this matter?
For a long time, e-commerce followed a simple equation: more revenue, more people. AI is changing that. Tasks that once justified dedicated hires are now partly automated. For founders, the question is no longer just who to hire, but whether to hire at all.
Across our portfolio, we see every day where AI genuinely helps and where it is overrated. We share these insights in the episode.
Listen now: https://open.spotify.com/episode/2vtA5GTv4a2crHDJcQ0RHf
Watch on YouTube: https://youtu.be/u9Lsds1dsWU
(The episode is in German.)