“Mindset is everything”: 10 lessons from Bastian Siebers, Chairman of the Management Board and CEO of flaconi

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 Bastian Siebers, Chairman of the Management Board and CEO of flaconi. See what e-commerce lessons he shared with us below!

POSITIVITY POWERS PERFORMANCE

What first drew you to this industry?

BASTIAN: The concept of true customer centricity drew me in. I realized early on that while many companies claim to care, few actually design their processes for the customers. At flaconi, one of our core values is #customercentric. It means everything starts and ends with the customer – a principle that is crucial for any long-lasting success.

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

BASTIAN: A defining moment for me was spending two and a half years running two companies simultaneously. I wanted to give 100% to both, but I realized that to be fast and successful, you must focus your energy on executing one thing with excellence rather than compromising your efforts. 

Quote / Bastian Siebers, Chairman of the Management Board and CEO of flaconi

(…) mindset is everything. You can have the best strategy in the world, but if you don't have the right team with the right attitude, you will fail.

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

BASTIAN: I miss the industry’s sheer hunger and positivity. Ten years ago, we felt anything was possible, and no obstacle was too big. To this day, my credo remains “positivity powers performance” – this is also a key reason for our success at flaconi. 

However, I am glad we left behind the “growth at all costs” mindset. For too long, the focus was solely on top-line numbers. We’ve returned to healthy business principles: first earn money, then scale. That shift to sustainability was necessary.

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

BASTIAN: The single most important lesson I’ve learned is that mindset is everything. You can have the best strategy in the world, but if you don’t have the right team with the right attitude, you will fail. Business isn’t just about numbers – it’s about people. If you build a team with a winning mindset, you can overcome any challenge.

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

BASTIAN: To me, it has always been the balance between happy customers and positive business results. At flaconi, we hold the industry’s highest NPS and a customer retention rate of over 80%, proving that happy customers and retention are key revenue drivers.

The right mindset is key

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

BASTIAN: While AI is essential for operations, the real opportunity lies elsewhere. I believe the future is what we call #WEcommerce. It’s about shifting focus toward building long-term, trust-based relationships with your team, partners, and customers. Whoever cultivates and maintains the best relationships will dominate the market.

Quote / Bastian Siebers, Chairman of the Management Board and CEO of flaconi

You can be the smartest person in the room, but without the willingness to go the extra mile, it won't get you anywhere.

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

BASTIAN: We view culture as a core business driver, and People & Mindset form the foundation of our strategy. Therefore, we invest heavily in an innovative, fun workplace that attracts talent and unleashes potential. While others focus solely on KPIs, we focus on the environment where those KPIs are achieved: a place to grow, reflect, and push the boundaries of what is possible.

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

BASTIAN: I never compromise on mindset. You can be the smartest person in the room, but without the willingness to go the extra mile, it won’t get you anywhere. I always bet on the people who want to do the hard work. As the saying goes: “Fortune favors the brave” (“Das Glück ist mit den Tüchtigen”).

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?

BASTIAN: I am incredibly optimistic. The market is evolving rapidly, and this new competitive spirit is what pushes the industry forward. It also means that quality and speed will matter more than ever, and I can’t wait to see what we achieve next. 

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

BASTIAN: I always start my presentations with a quote from Goethe that perfectly sums up my advice: “Knowing is not enough; we must apply. Willing is not enough; we must do” (Es ist nicht genug zu wissen, man muss auch anwenden; es ist nicht genug zu wollen, man muss auch tun).

BASTIAN SIEBERS’S BIO

Bastian Siebers is an experienced e-commerce expert and the CEO of flaconi, Germany’s leading online shop for beauty and perfume. He took on the role of CEO at the end of 2022 and has steered the Berlin-based company onto a successful course in less than two years. With more than 20 years of experience in retail, marketing, and strategy, Siebers previously served as the CEO of babymarkt.de. Throughout his career, he also acquired deep retail and e-commerce expertise at Tengelmann and KarstadtQuelle Group.

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