In eCommerce, there’s a simple question every founder faces: Do I grow from my own profits or take outside money?

It’s easy to assume that raising capital leads to faster success, but the reality is more nuanced. Bootstrapped businesses often outlast their VC-funded counterparts, yet funding can fuel scale that wouldn’t be possible otherwise. The choice isn’t just about money—it’s about control, risk, and the kind of business you want to build.