At AMA Fest UK 2023 in Brighton, eCommerce professionals gathered from across Europe to discuss the evolving challenges in the online retail world.
While Serhii Novosel didn’t attend, the Ukrainian entrepreneur has lived and breathed the event’s themes long before they hit the stage. His approach to data-driven eCommerce offers more than theory—it’s a working blueprint built under some of the harshest conditions imaginable.
Building from the Rubble
Armed with a Master’s degree in Economic Cybernetics, Serhii started building automation scripts for Amazon while still in Ukraine. The war hadn’t started yet, but his challenges were already real: unreliable infrastructure, distant suppliers, zero U.S. presence. He created scalable systems from scratch, relying on logic, spreadsheets, and sleepless nights.
He was invited to speak at SellerConf Kyiv in early 2022. The war broke out days before, and the event was cancelled.
From War Zone to U.S. Warehouses
Later that year, Serhii relocated into the U.S. and pivoted toward Amazon’s wholesale system. He didn’t start from zero—he started from systems. He rebuilt his procurement pipelines, automated POs using Keepa data, and layered in cash-flow synchronization. Within a year, his business surpassed $500,000 (2023) in revenue while maintaining strong margins.
“You just have to see the process,” he says casually.
Recognized and Respected
Serhii earned recognition from the Ukrainian Business Award in 2021 for innovations in eCommerce Business and later joined the ECDMA, an International Association of eCommerce and DigitalMarketing professionals. In the U.S., he became part of AmazonLit, one of the most selective communities for Amazon sellers (He has been interviewed by E. Castellano personally, what brings his level up high in his professionalism). Fewer than 10% reach $50,000 in sales their first year. He was awarded in that first year with not just a sales revenue surpass, there have been rigorous judging process with SOPs, Account Health Score, amount of orders shipped, net Margin%(this is crucial metric, because it’s not enough to sell, you have to be profitable, and in super competitive and dynamic milieu you have to be operationally efficient).
He models. From pricing algorithms to fulfillment speed, every variable is measured and optimized.
Systems with Soul
His background isn’t just technical; it’s strategic. His spreadsheets aren’t just functional; they’re precise and cross-linked, so they are the bricks in the system. Whether managing Shopify, Amazon, Woo, eBay or multi-channel fulfilment on your stand alone web-site, Serhii develops replicable processes: synced PO pipelines, intelligent restocking triggers, and pricing tools that cross-check live catalog data.
“Catalogs are messy,” he explains. “Same product, different SKUs, different vendors, different names. If you do it manually, you lose hours. If you automate it, you buy back your life, you ‘buy back your time’ as the book says.”
Discipline from the Mat
Beyond business, Serhii is a Brazilian Jiu-Jitsu athlete. In 2019, he won double gold at Ukraine’s National Gi and No-Gi Championships and later medaled at the Abu Dhabi International Pro. His mindset? Compete with systems, adapt under pressure.
When he arrived in the U.S., American coaches quickly promoted him—skipping ranks based on skill. The same happened in eCommerce. He earned trust not through talk, but through results, though his outstanding results.
Why It Matters
Serhii Novosel isn’t just another Amazon seller. He’s a systems thinker who builds frameworks that others can follow, he is sustained over the time persona. The U.S. benefits from his contribution today, but if the UK had gained him earlier, its economy might have, too.
Now, he shares his processes openly—in private forums and public platforms—showing that excellence isn’t just achievable. It’s teachable.
