“The heart of e-commerce remains about connection, not just transactions”: 10 lessons from Lisa Willmann, CMO of SUSHI BIKES

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 Lisa Willmann, CMO of SUSHI BIKES. See what e-commerce lessons she shared with us below!

NO SHORTCUT AROUND CHALLENGES

What first drew you to this industry?

LISA: I found my way into e-commerce somewhat by chance, but it was fueled by a lifelong passion for sports. After finishing school, I knew I wanted a career at the intersection of sports and retail, where customer experience and performance intersect. My first role at SportScheck gave me the opportunity to dive deep into online retail, learning both the operational and strategic sides. I quickly realized how dynamic, fast-paced, and creative the field is, and I loved the possibilities it opened up to connect with customers. From that moment, I understood that e-commerce wasn’t just a career path – it was the industry of the future. Over time, I’ve seen how it can evolve continuously, rewarding those who stay curious and adapt quickly.

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

LISA: Early in my career, I launched campaigns and projects that I personally liked, but that ultimately didn’t resonate with the audience. It was a clear lesson: success is never about what I find appealing; it must meet the real needs of the target customer. Alongside this, I learned that business is fundamentally a people’s game. Relationships matter, and you often cross paths with the same people multiple times in your career. This taught me to always communicate openly, respectfully, and on equal footing. I carry this lesson into leadership, ensuring both my decisions and interactions are guided by empathy, insight, and long-term thinking.

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

LISA: I’m glad that the “grow at all costs” mindset has largely shifted to a focus on loyalty, profitability, and sustainable growth. What I miss, however, is the carefree experimentation of the early days, when innovative campaigns on Google and Meta could scale even with modest budgets. Back then, creativity and smart ideas often mattered more than sheer spend, which gave a sense of excitement and possibility. Today, rising CPAs and CPMs, combined with competition from global players like Temu and SHEIN, have made scaling more complex. Yet, these challenges also push us to be smarter, more strategic, and more focused on building meaningful brand experiences. Reflecting on this balance reminds me that the heart of e-commerce remains about connection, not just transactions.

Quote / Lisa Willmann, CMO of SUSHI BIKES

Brands that balance efficiency with originality and authenticity can scale impactfully, even with modest budgets.

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

LISA: The single most important lesson I’ve learned is that the only way forward is through  –  there is no shortcut around challenges. No matter how difficult the market or organizational phase, it’s critical to focus on what we can influence and consistently contribute every day. It’s tempting to dwell on what’s not working or how things used to be, but giving up is never an option. Persistence, discipline, and a solutions-oriented mindset create real progress. This philosophy applies equally to leadership: guiding a team through challenges requires focus, resilience, and the ability to inspire confidence. Over time, I’ve seen that those who persist strategically are the ones who create lasting impact.

COMBINING AI WITH AUTHENTICITY IS THE KEY

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

LISA: Today, I define success in e-commerce as achieving sustainable profitability while building meaningful customer relationships. Early in my career, success often felt tied to revenue growth alone, but I’ve learned that growth without loyalty and differentiation is fragile. Today, it’s about creating experiences that delight customers, foster brand trust, and generate long-term value. Differentiated content, creative campaigns, and authentic brand storytelling are key drivers of this success. Over time, my focus has shifted from short-term metrics to strategic, customer-centered approaches that scale sustainably. This perspective makes success not just measurable, but also meaningful and enduring.

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

LISA: The biggest opportunity today lies in combining AI with authenticity. AI allows us to automate processes that once required multiple people, enabling research and execution at unprecedented speed and scale. This foundation makes profitable growth much more achievable, even for smaller teams. Yet, automation alone isn’t enough: it must be paired with human creativity, intuition, and campaigns that resonate emotionally with customers. Brands that balance efficiency with originality and authenticity can scale impactfully, even with modest budgets. The combination of technology and human insight creates a space where innovation and customer connection reinforce each other.

Quote / Lisa Willmann, CMO of SUSHI BIKES

(…) following mainstream marketing trends without differentiation causes brands to get lost in the crowd.

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

LISA: One of the most unconventional things we do is invest heavily in community engagement and storytelling rather than purely in paid media. In a performance-driven world, this may seem counterintuitive, but it has proven highly effective. By focusing on authentic interaction, we build loyalty and organic reach that paid campaigns alone cannot achieve. It also strengthens our brand narrative and positions us as a company that listens and engages meaningfully with customers. This approach has taught me that investing in relationships and authenticity can yield results that outperform conventional tactics. It’s a reminder that in e-commerce, strategy and heart must go hand in hand.

BUILDING A LASTING BRAND IS A MARATHON

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

LISA: I never compromise on putting the customer first. Equally, I believe strongly that following mainstream marketing trends without differentiation causes brands to get lost in the crowd. Today, success goes to those who stand out, raise their voice, and clearly define their position in the market. Authenticity and differentiation are timeless principles, and I ensure these guide both strategy and execution. In leadership, this means encouraging teams to take creative risks, think independently, and prioritize meaningful connection over following the herd. Staying true to these principles creates clarity, trust, and long-term impact.

Looking ahead, what will define the next decade of e-commerce, and how does thinking about the future make you feel?

LISA: AI will fundamentally transform e-commerce, and increasing competition from global players will make the market more challenging. Success will require constant reinvention, speed, trend adaptation, and a relentless focus on authenticity. While some recent developments give me pause, I remain optimistic because the industry rewards those who bring curiosity, creativity, and strategic thinking. Leaders and teams that embrace change, act decisively, and stay attuned to customers will thrive. Thinking about the future excites me because it is full of potential for innovation, meaningful impact, and renewed enjoyment in building brands.

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

LISA: Focus on your customers, invest deeply in your team, and never underestimate the power of authentic brand storytelling. Adaptability will matter more than ever in a rapidly changing landscape. Leaders must recognize shifts early, communicate them clearly, and inspire teams to embrace change with curiosity and energy. The ability to balance strategy with creativity and data with intuition will define success. Above all, lead with integrity, stay connected to your purpose, and remember that building a lasting brand is a marathon, not a sprint.

LISA’S BIO

Lisa Willmann is Chief Marketing Officer at SUSHI Bikes, leading brand and marketing strategy for the fast-growing e-bike company. With over 15 years of experience in marketing and e-commerce, she combines expertise in digital, performance marketing, and CRM with a data-driven, creative approach. Passionate about leadership and growth, she builds strong teams and delivers exceptional customer experiences.

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