From Omnichannel Pioneer to Agency CEO – An Interview with Luca Iezzi

In our interview, he talks about what he has learned from two decades of e-commerce, the challenges facing agencies and why working with maxcluster is a real competitive advantage for him.

Please introduce yourself and ONEDOT briefly

Luca Iezzi: With pleasure. I am 49 years old, born in Germany, my parents are from Italy and came here in the 1970s. After training and studying chemical technology, I founded the online retailer notebook.de together with my brother. Back then, omnichannel was still a foreign concept, but we were already living it. I later worked in the insurance industry for ten years, including as Managing Director of a subsidiary. Today, together with the founder, Denis Kern, I run ONEDOT, an agency that supports companies in their digital transformation.

ONEDOT is not a traditional e-commerce agency, as we combine strategic consulting, design and technology. We not only have developers in our team, but also branding specialists and designers, which makes us very versatile. We don't just advise, we also implement. Sustainability plays a major role here - both in terms of the technologies we use and our long-term relationships with our clients. We don't just want to complete a project and then be gone, we want to support our customers in the long term.

An important point is that we do not limit ourselves to a single technology or platform. Instead of just working with one particular system, we analyze a company's individual needs and then recommend the best solution. This means that we often combine different technologies to ensure optimal performance and scalability. Flexibility and adaptability are essential for us.

The agency market has changed a lot. What challenges do you currently see?

Luca Iezzi: Demand has changed. Agencies used to be able to wait for clients to come by themselves. Today, we have to approach the market more actively. There is also more competition, as many clients are trying to build up expertise internally. That's why we rely on a three-pillar model: traditional project work, retainer models for ongoing support and revenue share models in which we participate in our clients' success. The balance between creativity and profitability is a decisive factor here. We cannot die in beauty, but must ensure that we can finance ourselves sustainably without neglecting our quality standards.

We also see that customers are becoming increasingly demanding. They not only expect a functioning technical solution, but also strategic advice that helps them to build their business sustainably. Many companies are overwhelmed by the speed at which the e-commerce market is developing. We therefore see ourselves not only as a service provider, but also as a strategic partner that provides long-term support.

Cooperation with partners is also an important part of our strategy. Especially in the area of hosting, it is essential to rely on strong partners. If a store goes down, the customer loses sales directly. I always say: if a customer has a turnover of 50 million euros, they can't afford to wait for a support ticket response. maxcluster not only offers us the technical performance we need, but also direct, personal support. And that is worth its weight in gold in this day and age. Our developers really appreciate the fact that they can get competent help quickly when they need it. This not only saves time, but also significantly improves the efficiency of our projects.

Which trends in e-commerce do you currently see as particularly relevant?

Luca Iezzi: Personalization is a very big topic. Customers now expect to be shown exactly the products and content that are relevant to them. This means that retailers need to use their data intelligently to create personalized shopping experiences. Artificial intelligence plays a major role here. Companies that evaluate their data well and use it for personalized offers have a clear competitive advantage.

Another trend is the integration of marketplaces. Many companies that previously only operated their own store are increasingly focusing on offering their products on marketplaces such as Amazon, eBay or specialized platforms. This increases their reach and opens up new customer groups.

The issue of sustainability is also becoming increasingly important. Customers are attaching increasing importance to companies acting in an environmentally friendly manner. This applies not only to packaging and shipping, but also to the entire value chain. E-commerce companies that offer innovative solutions in this area have the opportunity to stand out from the competition.

What is your biggest tip for companies in e-commerce?

Luca Iezzi: No matter how digital the world becomes - business is done with people. Technology is important, but personal contact, partnership-based collaboration and a good feel for the customer's needs make all the difference. If you internalize this, you can achieve a lot in e-commerce. A sustainable customer relationship is the key. This is precisely why it is so important to not just think about short-term projects, but to develop solutions that will stand the test of time and grow with the customer's business.

Many companies focus too much on short-term success and lose sight of the long-term perspective. It is important to continuously invest in the further development of your own platform and services. Those who offer their customers real added value and support them in the long term have a much better chance of being successful.

Published on 20.04.2025 | From Omnichannel Pioneer to Agency CEO – An Interview with Luca Iezzi | NM