Joseph Lee: Seafood e-commerce requires complex variable poundage tracking unlike Shopify
Joseph Lee · He Hit $3.5M ARR and Still Failed. Here’s His #1 Mistake. | Joseph Lee, Founder of Freshline · PMF Show · Jul 10, 2025 · at 10:19
Freshline founder Joseph Lee explains why standard e-commerce platforms like Shopify fail to serve food suppliers and fishermen.
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“The way you transact, the way you sell products when it comes to fish, seafood is fundamentally different when it comes to when you compare it to, like, selling t-shirts, right? So you sell things by the poundage. You need to be able to factor in perishability. You need to have, like, strict delivery quarantines or delivery areas where you can service. You can't just ship nationwide. You need to be able to reconcile weights, because every piece of salmon is not just one pound. It could be 1.4 pounds, 1.1 pounds, 0.9 pounds. So the way, you know, they transact this fundamentally Different than what a Shopify or a BigCommerce can provide.”
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