“Real success lies in customer access”: 10 lessons from Dörte Kaschdailis, Owner of opexxia
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Discover 10 valuable e-commerce lessons from Dörte Kaschdailis, Owner of opexxia, 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 Dörte Kaschdailis, Owner of opexxia. See what e-commerce lessons she shared with us below!
DOING SOMETHING COMPLETELY NEW
What first drew you to this industry?
DÖRTE: After completing my studies, I actually wanted to go into heavy industry, to a copper smelter in the port of Hamburg. But then the topic of “selling on the Internet” came up, and OTTO was looking for people for this new industry, so I thought to myself, I’d rather do something completely new.
Which early failure taught you something that still guides you today?
DÖRTE: Slides don’t make business.
Quote / Dörte Kaschdailis, Owner of opexxiaReal success lies in customer access, which must be developed individually and then maintained.
When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?
DÖRTE: I remember wild parties and lots of time spent in the office. Long nights dealing with bugs or errors (1 EUR snowboards online). There was a great sense of team spirit and a lot of work. With remote working, all that has been somewhat lost. I’m glad that we are much more digital today and don’t have to do so much manually.
REACHING CUSTOMERS IS TOUGHER TODAY
What is the single most important business lesson you have learned throughout your career?
DÖRTE: There is always a market and always suitable weather.
How would you define success in e-commerce today, and how has your view of it changed over time?
DÖRTE: Nowadays, it has become much more difficult to reach customers. The channels are diverse, and customers expect a lot of entertainment, service or low prices. Real success lies in customer access, which must be developed individually and then maintained.
What do you see as the biggest opportunity in e-commerce today?
DÖRTE: The quick and easy ways to customise content, processes and communication. You can try out lots of different things to find the right one.
DISCIPLINE IS THE KEY
What’s the most counterintuitive or unconventional thing your company does today that actually works?
DÖRTE: I advise companies on setting up complex operational structures and bringing people and machines together. I use my own framework, WOPIS, like football players who can only achieve promotion by working together – aligning workflows, organisation, processes, interfaces, and systems.
What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?
DÖRTE: Discipline, diligence and adherence to processes.
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?
DÖRTE: AI is everywhere, and it’s both a blessing and a curse. I also suspect that there will be an analogue countertrend in content to generate more trust, which makes me very positive.
If you could leave a message for future e-commerce leaders, what would it be?
DÖRTE: Yesterday doesn’t matter – take care of today and tomorrow.
DÖRTE’S BIO
Dörte Kaschdailis is a long-standing executive advisor and owner of opexxia, having previously worked for Planet Sports, Otto and Hermes, among others. Kaschdailis is an expert in strategic and operational business development and complex implementation management in networked retail. She is also active as a mentor and investor. She speaks and writes on topics related to digitalisation, automation and transformation in (digital) retail. With MCDC, she co-hosts a weekly podcast on the changing world of retail. In her private life, she is passionate about nature and trail running in the mountains. She lives with her family in Munich.
