The statistic sounds brutal, but the causes are mundane: stores launch before they have an audience, spend weeks on design instead of distribution, and quit before their first ten sales. Failure is rarely about the product.

Sell first, polish later

The stores that survive flip the order: they validate demand with a single product page, talk to their first buyers, and only then invest in branding. Your first version should embarrass you a little — it means you shipped early enough to learn.