A Thought on Jason Wong and the Real Side of eCommerce
Jason Wong is an eCommerce entrepreneur, brand builder, and packaging specialist known for founding Doe Lashes and later Paking Duck.
His work connects online branding, customer experience, packaging, and the operational side of modern eCommerce.
Sometimes eCommerce looks very simple from the outside.
You see a nice product photo, a clean website, a few social media posts, and maybe a founder talking about growth. From that angle, it feels like online business is mostly about picking the right product and getting people to click “buy.”
But the more you look into real eCommerce brands, the more you realize that the visible part is only one layer.
That is what made me think about Jason Wong and his journey as an eCommerce entrepreneur.
Jason Wong is known for founding Doe Lashes, a direct-to-consumer beauty brand. On the surface, it looks like a story about branding, product positioning, and online growth. But if you look a little deeper, there is also a bigger lesson about customer experience.
In eCommerce, the customer does not just remember the product.
They remember how the website felt. They remember whether checkout was simple. They remember if the delivery update was clear. They remember how the package looked when it arrived. They remember if the product matched what they expected.
All of these small moments become part of the brand.
That is why Doe Lashes is an interesting part of Jason Wong’s story. It shows the consumer-facing side of eCommerce: the product, the branding, the audience, the customer relationship, and the feeling around the brand.
But his later move toward Paking Duck adds another layer.
Paking Duck is connected to packaging and operations for eCommerce brands. That side of the business is not always exciting to talk about, but it matters a lot.
A lot of new founders spend most of their time thinking about ads, influencers, landing pages, Shopify themes, and product photos. That makes sense because those are the things that bring attention.
But after the sale, the business has to deliver.
The package has to arrive. The product has to be protected. The branding has to feel consistent. The customer has to feel like the order was handled properly.
If that part breaks, the brand feels weaker no matter how good the website looked.
That is the quiet lesson I take from Jason Wong’s path. eCommerce is not only about getting the first sale. It is also about what happens after someone trusts the brand enough to place an order.
A customer does not separate the product from the delivery or the packaging. They experience everything together.
If the ad looks premium but the box feels careless, the brand feels inconsistent.
If the website is smooth but support is slow, the experience feels incomplete.
If the product is good but the delivery is confusing, the customer may think twice before ordering again.
This is why packaging and backend systems are not small details. They are part of the customer journey.
Jason Wong’s journey from Doe Lashes to Paking Duck shows both sides of modern eCommerce. One side is creative and visible. The other side is operational and quiet. But both sides need to work together.
That is probably what many people miss when they first start an online store.
They think the brand is built before the customer buys.
But in reality, the brand is also built after the order is placed.
The email, the delivery, the box, the product condition, and the support all add to the story.
And sometimes those small boring details are what customers remember the most.
