Omar Zenhom introduces the Sherpa Test: only take advice from someone who has actually achieved what you want. A Sherpa guides climbers up mountains repeatedly. Don't learn e-commerce from consultants who've never built a business themselves. Find someone who's been in the trenches.
Before you take any advice from anybody seriously, ask yourself one question. Has this person achieved what you want to achieve? Have they done it already? There's a big difference between following a Sherpa up a mountain that has been up that mountain countless times versus somebody who's never been up any mountain. You need to be super vigilant about this. It's better for you to find somebody who's built a great e-commerce business has been in retail for years and has all the success that you always wanted and ask them, "How did you do it?" That is a cheat code in life, is figuring out who has been on this journey before and getting advice from them, asking them what to look out for. Ask yourself the question, are they speaking from experience? Are they just a consultant who's, you know, advising other companies but have never actually built a company like that? Are they someone who who reads a lot about the topic but has never really done it, you need to make sure that they actually have done it. They actually have been in the trenches, have fought the wars, and are alive and can tell you the stories.
