That's why not every online retailer becomes a millionaire. Mark Steier himself sold car parts on Ebay for ten years and was one of the platform's most successful dealers for a long time. He now runs the Wortfilter website, an information portal for online retailers. He says: "Many shop operators do not get beyond the status of a small retailer, even if they have good products." That is a question of type. “Just because someone is good at starting a business and building a brand doesn't mean they can run a professional business, with their own sales force, lots of employees and extensive accounting. Many prefer to leave it at a size that they can see,” says Steier. Some people who still run their company from their living room don't even dare to use many marketplaces, especially not outside of Germany. Such entrepreneurs then have a choice: either stay small or bring a partner on board.