Owner of several ecom brands (100mio $) | Owner of LUCAECOM payment setup (250 clients) | For services click the link!
Joined March 2022
- Tweets 3,130
- Following 496
- Followers 32,076
- Likes 6,994
321 Photos and videos
Pinned Tweet
26 Dec 2025
After 8 years in eCommerce, 2025 was probably the most eye-opening year for us — and also our biggest year ever in terms of volume.
Here are our 11 biggest learnings:
1. We finally transitioned to a full U.S. focus → significantly higher scale.
2. We shifted toward an older audience → emotional storytelling and angles perform much better → higher scale.
3. We managed to lower our break-even ROAS by offering high perceived-value products with low COGS, combined with strong customer retention.
In my opinion, this is the most important point: with a low BE ROAS, you can penetrate many more marketing channels.
4. We are now able to “create” winners through brand storytelling instead of trying to find them via mass testing.
5. Emotional storytelling advertorials perform far better than pure product advertorials.
6. A large percentage of our ad spend now goes to platforms we hadn’t even heard of two years ago.
7. If you use AI correctly, you no longer need to test products — you test new angles and creatives for existing products.
8. Approval rates make a huge difference in the U.S.
9. It’s crazy not to use U.S. banking and cashback options.
Even if your main company is non-U.S., set up a U.S. entity to pay for marketing expenses and get up to 2.4% cashback.
10. U.S. customers are far more relaxed than customers elsewhere.
11. The lowest amount of revenue required to generate the highest absolute profit is the true sweet spot.
(Read this one a few times.)
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LUCAECOM | 100mio $ eCom Rev retweeted
May 29
2nd June 2026, 7PM CET we're inviting @Lucaecom
for an absolute killer Free AMA into our new group Ascend. $100M in sales across the years, an absolute veteran OG. You dont want to miss this one, real shit only.
Join here: discord.com/invite/ascendcom…
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I will never wear an AP again I guess
May 10
Mfers are about to buy out every Royal Pop watch on release and resell them on eBay for 100x the price
No one will ever know 🤐
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LUCAECOM | 100mio $ eCom Rev retweeted
There are people walking 50km working 12h a day for a few bucks and you sit in front of your mac book crying because your store had a bad day. Perspective and gratefulness is everything
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LUCAECOM | 100mio $ eCom Rev retweeted
It should be forbidden to leave a review for a place if people have been there for less than three years.
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LUCAECOM | 100mio $ eCom Rev retweeted
The only solution to this is not giving a fck, I don’t give a shit, if you are around in Ecom for several years you get more and more nonchalant and resilient. Do not build on one channel only, make sure to be omni channel and use all possible ways to balance your traffic and LTV but sometimes the performance just drops for a few days across a platform or a few but the goal is to not give a fck, it will get better again and non of this shit are real problems, this is the first world problem visualisation par excellence
Apr 25
got off a call yesterday with a guy running 7 brands
man sounded so pissed.
genuinely venting the whole time.
meta had wiped out results across every single one of his brands in the last few weeks and he had no idea what hit him
70-80% of his budget is sitting on facebook across 7 businesses
one platform bug and now 7 businesses are bleeding at the same time
you know what's insane, though? this isn't new
meta does this every single year, and brands just normalize it…
> complain on twitter for a week
> meta gets a bit better
> go right back to dumping everything into facebook like nothing happened
it's like having one key to your house. someone warns you to get a spare, you think about it, never do it, then one day you lose that key, and you're locked outside in the middle of winter, shivering.
the comfort of "it's working right now" always wins until it doesn't
now, the guy's goal for the rest of 2026 is to flip everything.
make google the main channel, push meta to secondary
right call. just wish it didn't take 7 businesses nearly collapsing to get there
when you have google running as a foundation and meta breaks, you go from $10k a day to maybe $7k
annoying, but you survive
when meta is all you have, and it breaks, you go from $10k to $100
that's zuck literally putting your brand on life support, and he just doesn't care
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Hello @Namecheap one of our biggest clients who is working for you for years got their biggest domain (store) taken down because of a single email from a copying competitor. Please contact me asap to get this sorted! They are doing over 100K a day on this store daily.
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90 min after this post the domain is back, top notch service @Namecheap
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90 min after this post the domain is back, top notch service @Namecheap
Hello @Namecheap one of our biggest clients who is working for you for years got their biggest domain (store) taken down because of a single email from a copying competitor. Please contact me asap to get this sorted! They are doing over 100K a day on this store daily.
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Not knowing @nickbruhman personally, but Slash is by far the best banking option right now on the market for Ecom, working with many fintech banks but Slash is top notch:
- hyper secure cards by only allowing specific merchants and in general the most specific rule options for your cards
- adding 50-80k usd in additional profit per month through their cashback
- ultra fast support and Ecom understanding
We moved all of our spend to slash, they deserve all the hype.
Apr 12
I have yet to meet a competitor as invested in closing as I am
most see the shitposts
they don't see the high 8 figures in ARR I've added
$500k/year in net profit? that's my week.
this isn't magic. grinding 9am-12am most days
a deal has many roads. find them or someone else will.
I hope some of you can gain something out of this.
genuinely hard to put my journey into words but I'll make sure there's something everyone can take from it
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💯
Mar 29
Staying in shape, is harder than staying paid.
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Revuelto owners, do you have any problems with the car? Mainly asking because of the hybrid bs, I had such a bad experience with the sf90. Just want to make sure I don’t do the same mistake again, drove the ave svj/ultimae and the Revuelto, and for me it is tbe better car.
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LUCAECOM | 100mio $ eCom Rev retweeted
Mar 26
I have a secret to share
After your first $2–$3 million, a paid off home and a good car, there is no difference in quality of life between you and Jeff Bezos. Both of you have limited amount of time on earth; you have twice if not more than Jeff, so you are richer than him. A cheeseburger is a cheeseburger whether a billionaire eats or you do.
Money is nothing but a piece of paper or a number in your app. Real life is outdoors.
Become financially independent; that’s usually 2–3mil. Have good food. Enjoy the relations. Workout. Sleep well. Call your parents. That’s all there is to life. Greed has no end.
Repeat after me: Time is the currency of life. Money is not.
Sooner you figure this out, happier you will be.
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LUCAECOM | 100mio $ eCom Rev retweeted
Mar 20
Never trust a motherfucker on twitter that has Ecom in his username
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Read this a few times
Mar 12
i genuinely have no desire to be rich so i can buy a rolex or a Lamborghini.
i want to be rich so i can control my time and go to the gym at 3pm on a monday.
sit at a cafe and relax for an hour on a rainy afternoon.
so i can cook meals at home with fresh ingredients.
spend on my family and friends without worrying about a budget.
that's my idea of a rich life, not the fake consumerist idea shoved down my throat.
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Me in a restaurant
Feb 19
I have never seen a better executed order for the table in my life
Down to the details:
- napkin tuck for order
- upping portion sizes in a blink
- the Bao Bun execution
- asking the server for recs
- politeness and complete control of the room
Wow.
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Get it down to zero
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LUCAECOM | 100mio $ eCom Rev retweeted
Yesterday nearly 80K, weekend over 100, zero to 100k in under two weeks, still the best feeling haha
Completely new brands taking off to 30K days within a week always hit different, we have done this quite often but still the best feeling.
A systemised process will always pay off - repeat the stuff that works over and over again
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