5 Female-led eCommerce Experts To Know in 2025

Did you know that women control over $30 trillion in consumer spending worldwide? Particularly when it comes to household shopping, we are the ones in the drivers seat. With that power, comes the opportunity to support female-led businesses in the most amazing way. Now think about the businesses we run, we also have the choice to partner with and buy from other female-led businesses.

To make it easy to shift that spending, we’re bringing the businesses and brands to you. Each week we’ll highlight some of the most incredible products and services you can try next time you shop. Plus we caught up with a few of them and asked them for the best piece of advice they’d give to another woman in business, in case you are on this rollercoaster ride with us!

When it comes to eCommerce Experts women are at the forefront of some of the most exciting brands on the planet… here are 5 we think are worth considering next time you’re making a move.

1. Unstoppable eCommerce

According to them: Karyn (“with a Y”) Parkinson is the creator of Unstoppable eCommerce, an education hub and community that helps online store owners (and marketers) start, grow, and scale profitable and sustainable eCommerce brands. 

With over 14+ years of experience in the world of eCommerce, Karyn has mentored hundreds of online store owners from start-up businesses to 8-figure international brands (including one she took from 5 to 7 figures in under 12 months).  One thing is for sure, Karyn has seen it all: from product development to marketing, to piercing through the international markets.  

Armed with the belief that with a good product, and the right strategy, anyone can create profitable and sustainable eCommerce success, she has taken everything she has tried and tested into her proprietary framework: the eComm Growth Formula (book coming soon!) that underpins every strategy, training and resource within Unstoppable eCommerce.  

Karyn is the co-founder of a new eCommerce brand, a sought-after eCommerce speaker, the host of the top 10 marketing podcast: Unstoppable eCommerce, and the wrangler of a toddler (and husband)! 

According to us: Karyn is an absolute powerhouse. She is so generous with her time and best yet, she actually knows what she’s talking about and has helped countless eCommerce businesses hit their goals. We love her poddy The Unstoppable eCommerce Podcast!

Female Founder: Karyn Parkinson.

2. The eCommerce CFO

According to them: With over 17 years of experience in the financial industry and 10 years in the digital marketing industry, I offer a wealth of expertise across various accounting and eCommerce fields.

Often, founders wear three hats: as owners, they are emotionally invested in their business but may not be entirely sure where their money is best spent; as finance managers, they strive to keep the company profitable but are often uncertain about how marketing works; and as marketing managers, they are focused on growth and scaling but may lack a comprehensive understanding of the financial priorities across the business to make well-informed decisions. I provide the synergy between these three roles, offering founders the right KPIs to drive their business growth.

I observed a gap in recognising the importance of accurate, up-to-date financial records to provide quality benchmarks for the marketing team. While bookkeepers and accountants handle past financial records, I collaborate with clients to create models that simulate the future growth of their entire business. This approach aligns these projections with their marketing efforts, equipping clients with essential knowledge for business growth and real-time advice on financial decisions.

According to us: When we first met Judith we were absolutely blown away by her insight into how to actually make an eCommerce business profitable - not an easy feat! Dive deeper with Judith on our SPARKtv podcast episode here!

Female Founder: Judith Hobdell.

Running a successful eCommerce business requires more than gut feeling; it demands clear financial systems and routines that bring structure and consistency. Just like a well-oiled machine, your finances should follow a structured process—weekly cash allocations, monthly profitability reviews, and strategic forecasting to stay on track.

- Judith Hobdell

3. Bec Laut

According to them: I'm an extroverted -  introvert who feels most comfortable at my computer solving BIG problems for business.

I'm not just a tech enthusiast; I'm the catalyst your business needs to streamline operations and scale new heights. My tech journey began a decade ago at Xero, where I saw firsthand how much growth can be achieved by bridging the gap between advisors and small business owners.

As I immersed myself in this disruptive tech environment, I gained invaluable insights into international markets and witnessed the rapid transformation of a start-up into a global powerhouse. Today, as a seasoned cloud software specialist, I guide businesses in leveraging robust cloud technology platforms to enhance efficiency and gain deep insights into their performance.

Before embarking on my own venture, I led the tech aspect of PwC's Outsourced Finance Solution, Optimise. With a solid background in accounting, I understand that businesses need to do more than just generate revenue—they also need to maximise profitability. This is why I've applied my accounting expertise to the e-commerce sector.

According to us: Bec is on a mission to help eCommerce businesses leverage technology to grow their profit and she does it with supreme experience and grace. We love her approachable nature making this overwhelming topic feel achievable for business owners.

Female Founder: Bec Laut.

4. Email By Design

According to them: Email By Design. The name says it all.

In a world of generalist, full-service digital marketing agencies, we stand apart. We don’t try to do it all. We choose to do one thing extremely well. As our name suggests, our sole focus is designing effective eCommerce email campaigns, harnessing the power of Klaviyo. 

Our highly specialised services deliver real results for brands looking to increase revenue through the power of email marketing. We’ve helped hundreds of small Australian brands with custom email marketing and have developed an outstanding reputation for excellence and expertise.

I’ve been where you are. After more than 10 years of operating an online business, I understand the pressure to juggle all the balls, all the time. During that period, I discovered the power of automation to streamline operations, provide an outstanding customer experience and scale a brand. 

After helping a fellow business owner with their Klaviyo migration, I realised that most business owners don’t get to benefit from automation. While they know it will help their business grow, it often becomes another complicated job on their already bulging to-do list. 

I quickly fell in love with Klaviyo’s ability to generate revenue on auto-pilot. I also quickly realised its potential to help eCommerce brands harness email to increase sales and improve the customer experience. It wasn’t long before I trained to become a ‘Klaviyo Gold Partner' and I now help busy business owners enjoy the benefits of email automation

According to us: In a world of social media, email often gets ignored, but it is really a businesses key to unlocking massive success. Anna makes the tech feel less overwhelming and helps businesses unlock their true potential.

Female Founder: Annalise Skaroupka.

5. Hero Packaging

According to them: Created by Anaita and Vik, a husband and wife team from Sydney. We make Earth-saving, home-compostable, zero-waste packaging products that are also kinda cute. But don't let the cuteness fool you. Our company is serious about making a difference. We've been around since mid-2018 and have supplied tens of millions of home compostable mailers globally. We're a Certified B Corporation, Carbon Neutral, and our products are certified compostable to the highest global standards. 

But who are we, really?

We are business owners, parents of three little girls and two dogs. The reason we run Hero is so we can work together, give back and do good for the planet. 

We now have a team of 12 amazing people who keep the wheels turning and our customers happy. 

Hero Packaging Today

Our Head Office is based in Australia and we have distribution warehouses in Australia and the USA. 

On a daily basis, we send over thousands of HEROPACKs around the world. 

To date, we have saved over 20,000,000 plastic mailers from entering the planet which means 20,000,000 single-use plastic bags were stopped! 

We work with small to large businesses globally, including Boom By Cindy Joseph, STUDS, Beginning Boutique, Cue Clothing, Birdsnest, HoMie, and Moana Bikini.

According to us: More than just next level packaging for your eCommerce (and everything else) business, Anaita happens to be an eCommerce queen! Building an eCommerce product (Future Memories) business in public to show her audience how it’s done, she NEVER gatekeeps the newest tips, insights and strategies you need to be successful. We adore her podcast Marketing ATM with cohost Jess Ruhfus.

Female Founder: Anaita Sarkar.

If you’re wondering how you can support a woman in business, remember you control the spending power!