How to Start an E-Commerce Business 101: From Gut Struggles to Gut-Healthy Snacks With Katie Wilson

Katie Wilson didn’t set out to become a CPG founder, she just wanted a snack that her stomach could handle. But when she couldn’t find a gut-friendly, delicious option on the market, she decided to make one herself.

That simple need sparked the idea and inception of BelliWelli: a bold, probiotic-packed snack bar brand that’s now making serious waves in the e-commerce space.

In this blog, we’re pulling back the curtain on Katie’s journey from idea to launch. If you’ve ever wondered how to start an e-commerce business from scratch, or whether your personal pain point could be your next big breakthrough, this story is for you.

What started as a personal pain point quickly turned into a full-fledged business. And today, we’re unpacking exactly how Katie went from struggling with gut issues to launching a bold, belly-friendly brand online.

Along the way, you’ll get real-world lessons, startup strategies, and insider tips on how tools like doola can help turn your vision into a legit business, fast.

The Problem That Sparked the Idea

Like many founders, Katie’s business began with a need, not a product.

After battling chronic gut health issues, Katie was frustrated by the lack of snacks that were both clean and comforting. Everything was either bland, clinical, or packed with ingredients that made her symptoms worse. 

She wanted something different, something that didn’t just check the “healthy” box but actually tasted good and felt fun to eat.

This personal pain point turned out to be more universal than she expected.

During her research, Katie realized she wasn’t alone. Over 70 million Americans suffer from digestive issues, and the wellness snack aisle wasn’t meeting their needs. 

That moment onward, it wasn’t just about her health anymore. It was about market demand. That’s when she asked herself the question every successful founder asks: 

“If this product doesn’t exist, why not create it myself?”

✅ Key takeaway: Some of the best e-commerce ideas come from solving your own problem. If you’ve identified a gap, chances are others feel it too. That’s product-market fit in the making.

Read on to learn more about how Katie brought her idea to life and made BelliWelli a household name.

From Idea to Execution: How Katie Got Started

Katie didn’t have a background in food science. She didn’t have an MBA either. But she had the  curiosity, commitment, and the courage to take action.

She started small: testing recipes in her kitchen, researching gut health, and connecting with dietitians. Next came taste tests, feedback loops, and endless iterations. 

The journey wasn’t easy, ever. 

There were plenty of hurdles: finding co-manufacturers, dealing with self-doubt, and figuring out early funding, you name it. 

But Katie pushed through, turning every challenge into a business opportunity. 

Her co-founder journey was also interesting and inspiring. Teaming up with someone who complemented her strengths allowed her to focus on the vision while her partner handled the operations and scaling strategies.

And most importantly, she didn’t wait to feel 100% “ready” before taking the leap. She launched, learned, and adjusted along the way.

Thinking of starting your own e-commerce brand like Katie? doola can help you form your US business, handle compliance, and go live in days. 

No legal stress, no paperwork panic. Just formation, simplified.

Building a Brand That Stands Out

Gut health isn’t exactly a “fun” topic… unless you’re BelliWelli!

That exactly was Katie’s biggest differentiator: branding. From the name (equal parts playful and wellness-savvy) to the bright packaging and relatable copy, BelliWelli carved out a space in the wellness world that didn’t take itself too seriously.

Their tone was cheeky. Their visuals popped. Their mission was clear: make gut health snackable, accessible, and actually enjoyable.

Katie and her team leaned into a strong community approach, working with influencers, running TikTok campaigns, and using humor to break taboos. BelliWelli wasn’t just a product, it was a movement.

And this really proves one thing: 

Want to build brand trust in a crowded market? Start by being you.

Know your audience, speak their language, and give them a reason to connect. That’s how you build more than a product; you build a tribe.

Lessons for Aspiring Founders

Katie’s e-commerce journey wasn’t overnight. It took grit, learning on the go, and pushing past fear. Here’s what you should learn and implement from her success story:

✅ Move fast, but listen carefully.

Launch sooner than you think, but never stop listening to your customers. BelliWelli’s evolution was shaped by real feedback from gut-conscious consumers.

✅ Don’t wait until you know it all

You don’t need to be an expert; you just need to be obsessed with the problem you’re solving. Confidence comes from action, not credentials.

✅ Iterate. Test. Repeat.

What you start with won’t be what you scale with. Be ready to tweak your product, pricing, and packaging based on what the market tells you.

And rest assured, you don’t have to figure it all out alone. doola helps founders like you get started and stay compliant with zero stress.

Book a free demo to launch your dream venture today!

Using the Right Tools to Go from Dream to Business

Katie’s success didn’t just come from having a great idea; it came from setting her operations up the right way, from day one.

Behind every great DTC brand is a tech stack that handles the boring (but critical) stuff: formation, compliance, accounting, payroll, and taxes. 

Katie made sure she wasn’t drowning in spreadsheets or chasing paperwork. Instead, she focused on her customers and community.

That’s where tools like doola come in.

Whether you’re forming your LLC, getting your EIN, setting up banking, or managing bookkeeping, doola helps streamline your backend, so you can focus all your energy on the frontlines.

Your Turn: Be a Do’er, Sign Up for doola’s Services

Katie Wilson didn’t wait for permission or the perfect time. She took her personal pain, turned it into purpose, and built a powerful e-commerce brand that’s now helping thousands of people snack without stress.

Now it’s your turn.

If you’ve got an idea, a product, or even just a “gut” feeling (just like Katie), start today. 

Test it. Tweak it. Build it. You don’t need a perfect plan. You just need the perfect tool like doola. From formation to bookkeeping, we’ve got your back.

Ready to launch a successful e-commerce brand?

Book a free demo with doola and start your online business today!