The Exact System We Use to Scale Beyond Amazon

Maciej is the CEO of Base.com in the United States, where he’s leading the charge in helping brands remove operational bottlenecks and scale across multiple sales channels more efficiently.

Before this, he was with Amazon—so he understands both sides of the ecosystem—and brings a unique perspective on what it actually takes to go from a successful Amazon business to a truly scalable, multi-channel brand.

Originally from Poland and now based in Seattle, Maciej is driven by a simple but powerful mission: eliminating the hidden friction and self-imposed constraints that slow down e-commerce entrepreneurs.

In today’s conversation, we’re diving into how to build a true business operating system for your brand—and how to successfully expand beyond Amazon into new sales channels without breaking your operations.

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> Here’s a glimpse of what you would learn…. 

• Importance of a strong operational backbone for scaling e-commerce brands.
• Strategies for expanding beyond Amazon to multiple sales channels.
• Necessity of mastering Amazon operations before diversifying.
• Recommended marketplaces for expansion: Walmart, Target Plus, Etsy, eBay, TikTok Shop, and Shopify.
• Challenges and considerations for entering Target Plus and other curated marketplaces.
• Role of inventory management and supply chain in multi-channel growth.
• Impact of AI on e-commerce operations and its limitations.
• Need for effective delegation and avoiding operational fragmentation.
• Importance of documenting processes for leveraging AI effectively.
• Emphasis on methodical scaling and execution over chasing trends.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Maciej Stanski, CEO of Base Com, about scaling e-commerce brands beyond Amazon. They outline a strategic sequence for expansion, covering marketplaces like Walmart, Target Plus, and TikTok Shop, followed by Shopify, international markets, and wholesale. Both emphasize that operational excellence, including strong inventory management, fulfillment systems, and documented processes, is the foundation for sustainable multi-channel growth. They also discuss AI's role, agreeing it enhances solid operations rather than replacing them. The core message: master your fundamentals before chasing new channels.

Here are the 3 action items that Josh identified from this episode:

1. Build your operational backbone first
   Centralize SKUs, automate inventory syncing, and document SOPs—operations (not ads) become your main competitive edge when scaling.
2. Expand channels one at a time (with small tests)
   Start with 1–2 marketplaces, launch limited SKUs, validate demand + fulfillment, then scale—avoid “shiny object syndrome.”
3. Use AI to scale proven systems, not fix chaos
   Document workflows first, then automate repetitive tasks—AI amplifies what already works (or breaks faster if it doesn’t).

Timestamps:

00:00:36 Introduction to the Ecomm Breakthrough Podcast
The podcast introduces its mission to help seven-figure e-commerce business owners unlock their full potential and scale to the next level.

00:01:00 Meet Maciej Stanski
Host Josh Hadley introduces guest Maciej Stanski, CEO of Base Com, highlighting his background at Amazon and his mission.

00:04:03 The Importance of an Operational Backbone
Maciej explains why a strong operational system is crucial for brands to scale beyond Amazon in the current competitive e-commerce environment.

00:06:58 A Step-by-Step Scaling Strategy
Josh outlines his recommended strategy for Amazon sellers: first, systematize Amazon operations, then expand to other marketplaces using existing FBA inventory.

00:11:31 Why Marketplaces Are the Easiest Next Step
Maciej agrees with Josh's strategy, emphasizing the importance of delegating, avoiding fragmentation, and using MCF to experiment on new channels.

00:16:00 Which Marketplaces to Expand To
Maciej discusses potential marketplaces like Walmart and Target Plus, stressing that the right choice depends on the product and business readiness.

00:19:46 The Six Phases of Scaling Beyond Amazon
Josh details a six-phase scaling path: master Amazon, expand to marketplaces, international expansion, TikTok Shop, Shopify, and finally, wholesale/retail.

00:25:21 A Different Perspective on Scaling Sequence
Maciej offers a different view, cautioning against premature international expansion and suggesting that wholesale relationships should be started early on.

00:33:11 The Role of AI in E-commerce
Maciej shares his perspective on AI, stating it's a powerful tool but requires strong operational fundamentals to be effective.

00:38:59 Three Actionable Takeaways
Josh summarizes the key takeaways: prioritize operations, scale methodically to avoid shiny object syndrome, and focus on your supply chain.

00:42:03 Maciej's Final Recommendations
Maciej shares his most influential book, favorite AI tool (ElevenLabs), and respected figures in the e-commerce space.

Resources mentioned in this episode:

• Josh Hadley on LinkedIn
• eComm Breakthrough Consulting
• eComm Breakthrough Podcast
• Email Josh Hadley: Josh@eCommBreakthrough.com

Tools and Software 
"Base": "00:02:11" 
"Amazon Multi-Channel Fulfillment (MCF)": "0