Josh Neblett

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

Growing his e-commerce business from $5,000 in sales in year one (2008) to $27 million in sales five years later, Josh Neblett, co-founder and CEO of, which operates three e-commerce websites —, and; a soon-to-launch site,; a brick-and-mortar store in the company's hometown of Spokane, Wash.; and etoolz, a division focused on developing proprietary software solutions and tools, is well schooled on what it takes to grow a business from startup to thriving operation. Neblett shared those insights yesterday at a session at the Internet Retailer Conference & Exhibition in Chicago. Here's a list of his five things bootstrapped e-commerce businesses should do, followed by five things they shouldn't do:

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