Ecommerce Conversations Ecommerce Success with Fractional Talent
Jan 9, 2026
Jai Dolwani, founder of The Starters and former CMO, shares his remarkable journey from startup failures to creating a successful marketplace for fractional ecommerce talent. He discusses the rising demand for freelancing in ecommerce and offers insightful hiring tips for brands. Jai emphasizes the importance of a robust vetting process for freelancers and how fractional talent can enhance business flexibility. He also highlights plans to upscale talent offerings and the balance between execution and strategic coaching in today's market.
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Bootstrapped Pivot To Fractional Talent
- Jai Dolwani bootstrapped The Starters with a $5,000 personal check and built a curated marketplace for e-commerce fractional talent.
- He launched after several startup bankruptcies and shifted to control outcomes as an entrepreneur.
Talent-First Marketplace Beats Price Race
- Attracting top freelancers requires a talent-first marketplace that avoids commission markups and protects privacy for employed experts.
- The Starters keeps median rates high by curating, not competing on price, leading to better quality for brands.
Vet With Experts And Tactical Questions
- Vet freelancers with an application reviewed by an e-commerce executive followed by a deep subject-matter interview.
- Ask technical questions, probe contributions, and test knowledge of current e-commerce trends to validate fit.