We asked over 200 ecommerce business owners whether they had at least 3 months of operating expenses saved as a cash cushion. 87% said no. That means nearly 9 out of 10 businesses are one bad quarter away from a crisis.

Building a cash cushion starts small. Even 1-2% of every disbursement into a dedicated reserve account adds up over time. The goal is 3 months of operating expenses — not all at once, but steadily. Cut what doesn’t drive revenue, track every expense category monthly, and let the reserve grow. When the unexpected happens — and it will — you’ll handle it from a position of strength instead of desperation.