“Honesty is the foundation of everything for me”: 10 lessons from Giovanni Luca Randisi, Chief Product & Technology Officer at Home24 SE

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 Giovanni Luca Randisi, Chief Product & Technology Officer at Home24 SE. See what e-commerce lessons he shared with us below!

Failure is not an option

What first drew you to this industry?

GIOVANNI: I began my career in academia before moving into a large, traditional offline corporation. Driven by a desire to broaden my experience and learn new things, I transitioned into the tech startup world. It’s been an exciting and dynamic journey, taking me from services to sports e-commerce, and now to furniture e-commerce. What keeps me engaged is the blend of data-driven decision-making and the opportunity to work with products I genuinely enjoy and would buy myself. I believe that when something is measurable, it’s within our control – and that means we can always find ways to improve it.

Which early failure taught you something that still guides you today?

GIOVANNI: During my time in academia, daily data analysis meant constantly facing setbacks and having to approach the same problem from multiple angles. This experience shaped my mindset around continuous revision and improvement – I learned not to simply accept failure, but to reframe it and seek new perspectives. Professionally, I was raised with the motto “failure is not an option.” Of course, in reality, failure does happen, and the stakes only grow as you progress in your career – the higher you climb, the harder the fall, and the more it hurts. Still, I firmly believe that failures are invaluable learning opportunities. Each one offers a chance to grow stronger and wiser, turning setbacks into stepping stones for future success.

When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?

GIOVANNI: What I miss most, and what I’m also glad we’ve moved past, are actually two sides of the same coin. I’m relieved that we’ve left behind the era of easy access to capital – where businesses could burn through cash and remain unprofitable, yet still attract funding as long as there was some sign of customer traction. While this flow of money was essential for the ecosystem, it was often exploited by companies with weak business models and poor management.

On the flip side, I do miss the spirit of experimentation that came with it – the vibrant, dynamic e-commerce scene where new startups seemed to emerge every day. That energy made the industry feel incredibly alive and innovative. Right now, it feels like we’re in a bit of a holding pattern, waiting for economic conditions to improve. But I’m confident that, as the economy rebounds, we’ll see another wave of innovation – perhaps sparked by new technologies or emerging sectors.

Quote / Giovanni Luca Randisi, Chief Product & Technology Officer at Home24 SE

For me, success today means becoming the top-of-mind brand for your target audience. It’s about being the first name customers think of when they’re ready to buy from the categories you offer.

What is the single most important business lesson you have learned throughout your career?

GIOVANNI: Striking the right balance when coaching your team is crucial. While it’s easy to think we’re performing well as individuals, the real impact comes from harnessing the exponential power of a strong, cohesive team. I always tell my people that I want them to grow – because my own growth depends on theirs. True progress happens when team members are empowered to eventually take on your role. Of course, this is much easier said than done. It takes real effort to understand each person’s personality, triggers, motivations, work style, willingness to develop, and openness to being challenged. But if you get it right, you can genuinely make a transformative difference.

Another key lesson: a business is never truly finished until it’s completely done. There’s always a chance to turn things around. Sometimes this means making tough or counterintuitive decisions, and the process can be painful. But as long as there’s something worth fighting for, you can always flip the company’s trajectory or improve a complex situation. Resilience and adaptability are everything.

How would you define success in e-commerce today, and how has your view of it changed over time?

GIOVANNI: Most companies in the e-commerce space have shifted from a “growth at any cost” mentality to focusing on profitable growth with tightly controlled expenses. On the advertising front, performance marketing is getting tougher – costs are rising, channels are saturated, and it’s harder to stand out. This shift is making the strength of your brand and the quality of your relationship with customers more important than ever.

For me, success today means becoming the top-of-mind brand for your target audience. It’s about being the first name customers think of when they’re ready to buy from the categories you offer. Building that kind of brand presence and loyalty is what sets you apart in a crowded, competitive market.

Quote / Giovanni Luca Randisi, Chief Product & Technology Officer at Home24 SE

Honesty is the foundation of everything for me. It means maintaining open communication at all times, whether things are going well or not.

What do you see as the biggest opportunity in e-commerce today?

GIOVANNI: AICommerce is fundamentally transforming how we sell online. Large language models (LLMs) are now scraping websites using rich snippets, ingesting live data feeds, and even integrating payment solutions directly within AI platforms. This is opening up a powerful new channel for customers, giving them a fresh way to discover and buy products.

We’re already seeing a shift across industries: customers are moving away from traditional Google searches and toward more conversational experiences on platforms like Gemini, ChatGPT, or even Google’s AI Overview – sometimes without even realizing it. The appeal is obvious: these AI-driven tools allow users to compare products across multiple platforms effortlessly, with the AI doing the heavy lifting. Customers can easily describe what matters to them, and the service feels almost as personal and attentive as interacting with a sales associate in a physical store.

This new channel is not just a trend – it’s actively reshaping the e-commerce landscape, making the buying process smarter, more intuitive, and tailored to individual needs.

Honesty is the foundation of everything

What’s the most counterintuitive or unconventional thing your company does today that actually works?

GIOVANNI: In our industry, it’s uncommon for a company to operate exclusively online – most furniture retailers maintain physical stores to access broader customer segments and drive top-line growth. Despite this trend, we’ve chosen to stay true to our roots as a pure e-commerce player. This is our DNA, and it’s where our strengths lie. By focusing on what we do best, we can deliver a superior online experience and remain agile in a rapidly evolving market.

What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?

GIOVANNI: Fairness and honesty are absolutely essential in my relationships with both employees and superiors. Practicing true fairness is more challenging than it sounds – everyone views their own situation subjectively and often feels they deserve more. Balancing these perspectives requires empathy, transparency, and consistency.

Honesty is the foundation of everything for me. It means maintaining open communication at all times, whether things are going well or not. I believe in keeping everyone informed about the realities of the business and, when appropriate, sharing personal challenges too. This openness fosters trust and helps build a culture where people feel respected and included, no matter the circumstances.

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?

GIOVANNI: I’m genuinely excited about the future of e-commerce – the pace of change is relentless, and that’s exactly what makes working in this space so engaging and dynamic. There’s always something new around the corner, keeping the job fresh and challenging.

On the broader technology front, though, I do have some concerns. The unchecked growth of social media and the rapid, unregulated adoption of AI are creating environments where people often overlook the impact their actions and words have on others, especially on society and young people. Right now, there’s a lack of accountability, with no real legal frameworks in place to address these issues. It’s something we need to watch closely, as the long-term effects could be significant.

If you could leave a message for future e-commerce leaders, what would it be?

GIOVANNI: Keep an open mind toward experimentation – move quickly, test ideas, and learn from the results without overcommitting resources before you have a proven success to build on. Aim to capture first-mover advantage, but do it thoughtfully so you’re not putting your business at unnecessary risk.

At the same time, always keep a close eye on your team. Regularly ask yourself if you have the right people in place to execute your strategy and adapt to new challenges. The right mix of talent and mindset is critical for turning innovative ideas into sustainable success.

Giovanni Luca Randisi’s bio

With over 15 years of experience in e-commerce and digital services – including 7+ years in leadership roles managing teams of up to 100 – Gianluca is a seasoned executive recognized for driving transformation, restructuring, and growth across diverse industries. His leadership combines empathy, strategic vision, and hands-on execution, empowering resilient teams and unlocking new value streams in volatile markets. Italian, Sicilian, and a father of three, Gianluca thrives at the intersection of innovation and operational excellence, continually pursuing the next phase of reinvention.

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