“At some point, effort without clarity just creates noise”: 10 lessons from Larissa Schmid, Co-Founder & CEO of saint sass
Discover 10 valuable e-commerce lessons from Larissa Schmid, Co-Founder & CEO of saint sass, as she shares her insights on the future of online retail to mark the 10th anniversary of the E-commerce Berlin Expo. [EXCLUSIVE INTERVIEW SERIES]
The E-commerce Berlin Expo celebrated its 10th anniversary in 2026. To mark this milestone, we interviewed some of the world’s most influential leaders about the future of online retail, asking them to share their 10 valuable lessons in e-commerce. Their insights were featured in our special album, showcasing the most powerful voices in online retail, which we decided to share with you on E-commerce Germany News.
This time, we’re featuring an exclusive interview with Larissa Schmid, Co-Founder & CEO of saint sass. See what e-commerce lessons she shared with us below!
Redefinition of success
What first drew you to this industry?
LARISSA: I fell in love with it because it was the fastest way to turn a feeling into something real. You could have an idea at night and see it live the next morning. That immediacy hooked me.
Which early failure taught you something that still guides you today?
LARISSA: Thinking that working harder would automatically fix everything. It doesn’t. At some point, effort without clarity just creates noise. Today, I pause much faster when something feels off instead of pushing through blindly.
When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?
LARISSA: I wish I had witnessed the golden Meta times before and during COVID. On the other hand, I’m glad we left those soulless influencer brands behind and the idea that growth at any cost is success.
Success used to mean fast growth. Today, it means building something that can breathe, survive bad months, keep its soul, and still scale.
What is the single most important business lesson you have learned throughout your career?
LARISSA: Cash flow is the truth. You can tell yourself any story you want, but cash flow never lies. Learning to respect it changed everything for me.
How would you define success in e-commerce today, and how has your view of it changed over time?
LARISSA: Success used to mean fast growth. Today, it means building something that can breathe, survive bad months, keep its soul, and still scale. In my opinion, building something like this is much more meaningful and fulfilling.
Focus & honesty at the center
What do you see as the biggest opportunity in e-commerce today?
LARISSA: Brands that dare to stand for something again. Not just aesthetics, but real attitude. People are tired of empty perfection. They crave honesty.
What’s the most counterintuitive or unconventional thing your company does today that actually works?
LARISSA: We don’t chase every trend. We say no a lot. Less launches, fewer discounts, clearer messages. Focus creates momentum, not volume.
What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?
LARISSA: I truly believe building a brand is a marathon, not a sprint. I don’t optimize for quick wins, but for consistency, trust, and staying in power. Every decision we make has to strengthen the brand long term, even if it means saying no today.
Looking ahead, what will define the next decade of e-commerce, and how does thinking about the future make you feel – optimistic, excited, concerned, or something else?
LARISSA: In a world where AI can fake almost everything, personality will become the real differentiator. Brands with a true identity, a clear voice, and real humans behind them will stand out. I actually like that shift. It makes the industry feel more human again.
If you could leave a message for future e-commerce leaders, what would it be?
LARISSA: Learn the numbers early. Build taste. And don’t confuse being busy with building something meaningful.
LARISSA’S BIO
Larissa Schmid is Co-Founder and CEO of saint sass, a Berlin-based DTC brand known for its statement tights. Since 2021, she has been building an internationally successful brand together with Vivien Wysocki, generating multi-million-dollar revenues in the U.S. The brand is worn by celebrities such as Madonna, Paris Hilton and Kendall Jenner. Her focus lies on growth and finance.
