“Being a founder is neither a marathon nor a sprint – it is both, so you have to be truly passionate about what you do each day”: 10 lessons from Kilian Kaminski, Co-founder of refurbed
Discover 10 valuable e-commerce lessons from Kilian Kaminski, Co-founder of refurbed, as he shares his 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 Kilian Kaminski, Co-founder of refurbed. See what e-commerce lessons he shared with us below!
THE JOURNEY STARTED BY CHANCE
What first drew you to this industry?
KILIAN: Our journey into this industry started with a simple problem. Peter, the co-founder and a former study colleague of mine, bought a used iPhone on a second-hand website, and it broke after only a few weeks without any warranty. This experience highlighted how much uncertainty people face when trying to buy used electronics, even when they want to make a more sustainable choice. The gap between wanting to act sustainably and lacking reliable, safe options became very clear. At the same time, I was working at Amazon in Munich, leading the refurbishment category for the European marketplace. I saw that it didn’t receive the attention and resources it needed to grow into a relevant category – and so Peter, our third co-founder, Jürgen, and I made it our mission to build something that would truly make a difference.
Today, customers expect more responsible practices, clearer communication, and better-quality products, and that shift aligns closely with what we stand for. The move toward sustainability, higher standards, and more conscious buying decisions is one of the most positive changes in the industry.
Which early failure taught you something that still guides you today?
KILIAN: After only a few months, refurbed grew – and so did our team and our ambitions. After just two years, we were the market leader in Germany and Austria and gradually started expanding. Unfortunately, our model did not work in all markets. While expansion into Sweden and Italy was extremely successful, our first tests in Poland were not, and we paused our marketing activities after unsuccessfully communicating the same messages we had used in Austria and Germany. Since then, our market launch strategy has become extremely sophisticated, allowing us to enter many more countries. We are currently present in 12 European markets and have served millions of customers.
When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?
KILIAN: Looking back at the early days of e-commerce, I miss how excited everyone was about the quick availability of products. Everything was new, and browsing a website was almost an adventure. Thanks to digitalisation and the high level of expertise in the e-commerce industry, we now have every product at our fingertips at any time – which means that we have to continuously improve our offering for customers to keep up – which is exciting, but also challenging. At the same time, I’m glad that many of the less sustainable habits of that era are disappearing. A decade ago, fast consumption, excessive packaging, and a lack of transparency were still widely accepted. Today, customers expect more responsible practices, clearer communication, and better-quality products, and that shift aligns closely with what we stand for. The move toward sustainability, higher standards, and more conscious buying decisions is one of the most positive changes in the industry.
What is the single most important business lesson you have learned throughout your career?
KILIAN: My most important business lesson is that a great team can be based anywhere. At refurbed, we are a remote-first company: we have an office in Vienna, but the majority of our team works from home across Europe. The perfect fit for a role is not determined by location. Hiring anywhere in Europe allows us to focus on finding the ideal match in terms of skills, experience, and culture.
THE ROLE OF SUSTAINABILITY AND CUSTOMER EXPERIENCE
How would you define success in e-commerce today, and how has your view of it changed over time?
KILIAN: Today, success in e-commerce is defined less by the number of orders and more by the quality of the relationships you build with your customers. In the early days, we focused on growth curves and proving that refurbished products could stand alongside new ones. Over time, we realised that real success comes from trust: clear communication, consistent quality, and a buying experience that actually makes people feel confident. It is not just about delivering a product fast, but about delivering something that genuinely fits people’s needs and values. The shift toward sustainability has also changed how we measure success, as reducing negative impact is just as important as increasing reach. For us, success today means combining commercial goals with a positive footprint and proving that both can reinforce each other.
What do you see as the biggest opportunity in e-commerce today?
KILIAN: One of the biggest opportunities in e-commerce today is the growing demand for more sustainable and thoughtful ways of consuming. People are no longer just looking for convenience – they want solutions that help them reduce their footprint without making their lives complicated. This shift opens the door for businesses that can offer high-quality alternatives to new products and make circular models more accessible. For us, the real opportunity lies in proving that sustainability and great customer experience can go hand in hand.
What’s the most counterintuitive or unconventional thing your company does today that actually works?
KILIAN: One of the most counterintuitive things we do is actively encourage people to keep their devices longer, even if it means they buy less often. For most e-commerce companies, this would seem like the opposite of a growth strategy, but for us, it’s a core part of what we stand for. By raising our refurbishment standards and offering warranties that truly matter, we show customers they don’t need to chase every new release. This level of honesty builds a kind of trust that marketing alone can’t create. It resonates with people who want to consume more consciously while still expecting reliability. Interestingly, helping customers buy less has made them return with even more confidence.
PASSION IS EVERYTHING
What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?
KILIAN: A principle we never compromise on is staying honest about what we do and why we do it. E-commerce can move fast, and trends can be tempting, but if we lose transparency, we also lose the trust we’ve worked so hard to build. For me, it’s essential that customers understand exactly what they are buying and how it benefits both them and the planet. Even when growth targets or market expectations create pressure, clarity and honesty always lead to better long-term decisions. It might not be the quickest path, but it is the most sustainable one for everyone involved. In a landscape full of noise, being straightforward is the one thing that consistently makes us stronger.
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?
KILIAN: The next decade of e-commerce will be shaped by a much stronger focus on responsibility, transparency, and long-term value. Customers are becoming increasingly aware of the impact of their choices, and they expect brands to act accordingly, not just talk about it. Technology will continue to evolve quickly, but the real shift will come from combining digital innovation with more conscious consumption. Thinking about the future makes me optimistic because the direction of change aligns with what we believe in: better quality, less waste, and smarter ways of reusing resources.
If you could leave a message for future e-commerce leaders, what would it be?
KILIAN: Build something you are passionate about – you can only be successful in the long run if you believe in what you do. Being a founder is neither a marathon nor a sprint – it is both, so you have to be truly passionate about what you do each day.
KILIAN’S BIO
Kilian Kaminski is one of the three co-founders of refurbed. Before starting the company, he led the Refurbished Products Program and worked as a New Key Account Manager for some of the largest electronics retailers at Amazon Germany. He studied Business Administration in Hamburg, Shanghai and London.
