Episode 43: Growing an ethical e-commerce business – with Kristi Soomer

Download the MP3!

Today I’m talking with Kristi from Encircled, a company that produces versatile and ethically-made women’s clothing. She talks about expanding beyond her first product – a difficult point for many entrepreneurs – and gives us an inside look at her current team members and structure. I also asked Kristi about common mistakes that people make in e-commerce, and she gives some great tips that can be applied to any business.


  • How did Kristi spend $20,000 of her own savings when she started? (2:30)
  • The evolution of a business: coming up with new products vs. developing your existing product further (7:27)
  • What Kristi’s team looks like and what she does on a day-to-day basis (11:37)
  • Three specific mistakes made by e-commerce businesses as well as other companies (16:40)