Thoughts:
“It’s better to surprise people with results than excuses.”
“The loudest sellers fade. The most consistent sellers stay.”
“Business is like a first date: show up early and bring something extra.”
People don’t quit Ecommerce because of “lack of sales.”
They quit because of shame.
The kind of shame that happens when you overpromise… and life humbles you.
I remember when I first started.
I told my supplier in Ikeja, “Sir, I’ll move 10 pieces a day.”
This man gave me his full chest. Gave me ₦0 deposit deal. Gave me chance. Gave me hope.
Day 1: One order.
Day 2: 3 fake alerts.
Day 3: Customer vanished.
I didn’t even sell 5 pieces in the whole week.
By Monday, I was dodging the man’s calls like NEPA bill.
But guess what?
It wasn’t his disappointment that hurt me.
It was mine. I gave myself pressure I couldn’t carry. I talked too big, too early.
And it nearly killed my confidence.
In Ecommerce, “hope” is not a strategy.
Pressure is not progress.
People think talking big will impress suppliers and customers.
But the truth is:
What actually makes people trust you is doing more than you promised… not promising more than you can do.
The best Ecommerce businesses are not the loudest.
They are the most consistent.
Even if it’s small.
Even if it’s slow.
They do what they say… and then add small extra.
How to underpromise and overdeliver
1. The Trust Growth Formula
Here’s what I wish I did instead:
Tell the supplier, “Let’s start with 1 order a day.”
When I move 3… surprise him.
People don’t respect pressure.
They respect consistency.
The guy that said 1 but delivered 3 has more leverage than the guy that said 10 and delivered zero.
It’s like dating.
If you tell someone “I’ll call you every morning”… and you call them once a week, you’re unreliable.
But if you say “I’ll check in once a week”… and you show up 3x a week, you’re gold.
Same with your customers.
If you say “Delivery in 24 hours” and it takes 2 days, they’re angry.
But if you say “Delivery in 3–5 days” and it lands in 2… they’ll scream, “Wow!”
Same product. Different perception.
2. The Domino Effect of Overdelivering
When you consistently do more than you said, strange things start to happen.
- Your suppliers start giving you discounts without you asking.
- Your customers refer people you didn’t beg.
- Your confidence builds because you’re not constantly apologizing.
It’s not magic.
It’s math.
Small surprises compound into big trust.
In fact, according to studies, 92% of people are more likely to buy again from a brand that “surprises” them positively.
Your goal isn’t just to deliver products.
Your goal is to deliver relief.
3. The Simple “Under-Promise, Over-Deliver” Framework
Here’s how to apply this right now:
- With customers: If you’re using Gokada or riders, stop saying “same-day delivery.” Tell them “8 hours” and shock them when it arrives in 2 hours.
- With suppliers: Don’t tell Balogun Madam you’ll clear 100 units in 2 days. Say “let me test 10” and sell 15.
- With yourself: Set goals you can exceed, not ones that crush your morale. Say “₦100k/day” and surprise yourself with ₦150k.
It’s not about thinking small.
It’s about growing big… quietly and surely.
Before we move on, ask yourself this:
Are you currently building trust or building pressure?
If you’re tired of always apologizing to customers or feeling guilty around your suppliers, this next part will help you fix that from the root.
Inside Ecommerce Success Launchpad (ESL), there’s an entire lesson on how to optimize your delivery system and manage supplier relationships the right way…
…especially for beginners and growing store owners.
✅ You’ll learn how to set delivery promises you can keep.
✅ You’ll see how to work with local riders, waybill dispatchers, and customer expectations.
✅ You’ll even get delivery SOPs, WhatsApp scripts, and pre-written messages to handle customer follow-up and support.
If you’re building a business that will last… One where your word means something!
You need systems that help you underpromise, overdeliver, and still scale fast.
Join Ecommerce Success Launchpad now and learn how to grow without pressure.
