There may be some dubious/shady aspects of this enterprise or at least the way it's been presented. I just look at it as an eye-opener. With the view of challenging my thinking about where I am now, where I want to be and what paths might be available to get me there. For instance, e-commerce hadn't come to me as an option. Looking at this account makes me at the very least think about whether or not it is worth pursuing. It could be a different product, market, etc. It may well be that it wouldn't work for me. But the exploration of the basic idea is worth my while.
There's a huge rabbit hole you can go down :) Finding products (either reselling existing ones, having your own made, ...). Many people do this successfully on Amazon (as many benefits as caveats)
Launching something on your own e-commerce platform is pretty hard, requiring either an extremely attractive product that spreads with word of mouth, or you need to invest heavily in "social" or SEO. Otherwise you just won't stand out anymore.
The last company I worked at was geared at optimizing recommended items to customers on a storefront. Working there I kind of realized how saturated e-commerce has become. There will always be room for new ideas and tricks to squeeze money out of the space, but I can't help think you're not really providing a lot of value add most of the time.
