For eCommerce Operators Scaling Across Marketplaces
Scale the marketplace without losing control.
The Subtract to Ship method applied to multi-marketplace eCommerce. Written with operator Giampiero Sirianni — twenty years integrating production and logistics across thirty-three countries.
The Problem
Growth that outpaces operations kills the business.
SKU proliferation
Every new market wants a variant. Every channel wants an exclusive. The catalogue grows until inventory costs eat the margin and fulfilment becomes the bottleneck.
Channel conflict
Amazon, own-store, B2B wholesale, regional marketplaces — each channel has different rules, different pricing expectations, and different logistics requirements. Adding a channel is easy. Operating three simultaneously without cannibalisation is not.
Logistics complexity across countries
Customs, VAT, fulfilment partners, return handling — complexity scales faster than revenue when you expand into new geographies. The question is not which country to enter, but which ones to stop entering.
Co-author
Written with Giampiero Sirianni.
The Method, Applied to eCommerce
Subtract to Ship for marketplace operators.
- 01
Subtraction Audit for SKU portfolio
Inventory every SKU across every channel. Identify which products carry the margin, which ones exist for channel compliance, and which ones bleed cash without contributing to growth.
- 02
Channel selection by subtraction
Not which channels to add — which channels to stop operating. The book covers how to evaluate channel profitability net of logistics cost, and how to exit a channel without destroying brand equity.
- 03
Market entry sequence
The order in which you enter new geographies determines whether logistics compound or collapse. The method provides the decision framework for sequencing expansion and knowing when to stop.
The Book
Scale eCommerce and Marketplace
Multi-marketplace scaling through subtraction. Written by Felix Lenhard and Giampiero Sirianni. Coming soon.
Frequently Asked Questions
Common questions about Scale eCommerce.
- Is this for DTC, marketplace, or both?
- Both. The method applies to the channel and SKU decisions that matter most when scaling across Amazon, own-store, and B2B wholesale simultaneously.
- Who is Giampiero Sirianni?
- Founder of Sirianni Pte. Ltd. and tva, with twenty years integrating eCommerce, production, and logistics across thirty-three countries. He brings operator experience to the Subtract to Ship framework.
- How does subtraction apply to eCommerce?
- Most scaling eCommerce businesses add SKUs, channels, and markets faster than their operations can support. The method helps you identify which expansions to cut to ship what matters.
- When does the book release?
- Scale eCommerce and Marketplace is coming soon. Sign up for the letter to be notified.
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