In the early days of running an eCommerce brand, you’re doing everything at once—product development, customer service, fulfillment, marketing, finance. It’s a whirlwind. You cut corners because you have to. You make quick decisions because the clock is ticking. And you tell yourself, “We’ll figure it out later.”

That phrase is one of the most dangerous lies in early-stage eCommerce.

At first, it feels harmless. Smart, even. You’re prioritizing speed over perfection. But deferred decisions don’t just wait patiently—they pile up and compound. And when the time finally comes to scale, you’re not building on solid ground. You’re digging out from a mess that could’ve been avoided.

In this post, we talk about where this mindset shows up, how much it costs you, and what you can do to break the cycle.

The Appeal of Deferral

Every startup is strapped for time, cash, and headcount. If a process is messy but kind of working, it’s easy to shrug and say, “We’ll fix it when we grow.” And in the moment, that feels rational. You’re not ignoring the problem—you’re just postponing it.

But “later” never magically arrives. Instead, today’s band-aids become tomorrow’s roadblocks.

The more you grow, the harder it is to untangle what you duct-taped together. People leave. Memory fades. Workarounds harden into workflows. And that one decision you punted two years ago? It’s now baked into your tech stack, your customer experience, and your P&L.

Where This Mindset Shows Up

You don’t need a post-mortem to see this mindset at work—simply peek inside just about any early-stage business. Here are five common places where “We’ll figure it out later” causes real damage:

1. Product and SKU Naming

You start with one product. Then two. Then a dozen. And before you know it, you’re stuck with inconsistent product names, unclear variants, and internal codes that no one else understands. When it’s time to sync with a WMS or 3PL, your data is a mess—and you’re stuck reworking every listing by hand.

2. Inventory Management

Many startups skip inventory systems because “we don’t have that much stuff.” But even at low volume, poor inventory tracking leads to mispicks, oversells, and refund requests—especially when bundling gets out of control. You’re operating on hope instead of visibility—and every error chips away at customer trust.

3. Standard Operating Procedures (SOPs)

Founders often hold entire workflows in their heads. That works—until you try to hire. Onboarding becomes chaotic. Staff make preventable mistakes. And the founder ends up stepping back in to fix what should’ve been documented from day one.

4. Tools and Software

You grab whatever tool is free or cheap. You “just use spreadsheets for now.” But patchwork systems don’t scale. They create friction, increase errors, and become deeply embedded in your operations. Switching later isn’t just harder—it’s disruptive.

5. Fulfillment Setup

Many founders keep fulfillment in-house until “we can afford to outsource.” But when that moment comes, they’re not ready. SKUs and packaging aren’t standardized; order data is inconsistent; and key processes aren’t documented, so critical details get lost in handoff. It’s a recipe for a painful 3PL transition.

The Hidden Costs of Deferral

These kinds of issues don’t always blow up overnight—but they quietly drag the business down. Every delayed system, skipped piece of documentation, or manual workaround adds weight. Over time, the costs start to compound—in ways that touch every part of your operation:

  • Time — You and your team spend hours redoing work that could’ve been done right the first time.
  • Money — Errors, miscommunications, and inefficiencies eat into your margins.
  • Energy — Decision fatigue sets in. The business starts to feel heavier. Harder. More chaotic.
  • Reputation — Customers notice the cracks, even if you don’t. Every misstep erodes trust.

Most painfully: these issues tend to collide just as the business starts gaining momentum. Right when you should be accelerating, you’re stuck fixing foundational problems.

How to Break the Habit

You don’t have to fix everything at once—but you do have to stop pretending “later” will magically fix everything for you. Here’s how to start:

1. Fix One Thing a Week

Pick one small process or system to formalize each week. Create a checklist. Document a workflow. Clean up a SKU naming convention. You’ll build momentum without overwhelming yourself.

2. Establish a “No Guessing” Rule

If something in your business relies on memory, tribal knowledge, or vibes—it gets documented. Clarity reduces stress. It also creates freedom for others to help.

3. Make a “Stop Doing” List

Founders often default to adding more. Flip it. Identify the tasks, tools, or habits that create confusion or friction—and strip them out.

Conclusion

Startups don’t need to be perfect. But they do need to be honest. And the truth is: deferral adds weight. The longer you wait, the harder it gets.

If you want to scale, stay sane, and build something durable, don’t let “We’ll figure it out later” become your motto. Build clean. Build now. Your future self will thank you.

Interested in learning more about fulfillment? Let’s talk!