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BCG research shows that consumers have become more cautious and rational in their spending. They carefully evaluate every purchase, cut back on non-essential spending, and spend their money mainly on essentials, food and household goods. At the same time, tariffs and duties have risen, international supply chains have become more complex, and the cost per click on Google, Meta and TikTok has increased significantly in recent years. Competition has gone global.
Against this backdrop, the dropshipping business model is also changing. There is no longer any ‘easy money’ to be made here, but the e-commerce market continues to grow, according to experts at Stelvel Ltd. Today, dropshipping is used as a tool for testing demand, products and brands. It works well when launching a private label brand, in promoting products through bloggers and influencers (creator-commerce), and as a separate marketplace infrastructure.
There are still myths surrounding dropshipping. Let’s break down the most popular ones and see what actually works today and what doesn’t. Stelvel helps those just starting a dropshipping business, as well as those looking to scale up in small, medium and large dropshipping businesses. We verify the integrity of transactions, select partners and assess product quality.
Myth 1. Dropshipping is almost passive income
Even if a shop operates via marketplaces and some processes are automated, it will quickly start losing money without proper oversight. You need to monitor suppliers, ensure orders are dispatched on time, handle returns and disputes, and respond to customer queries. If even one thing goes wrong, the customer will go to a competitor, and money from the budget will be spent on returns and advertising.
For example, the average return rate in 2026 for small electronics is 5–8%, and for clothing, 10–15%. If left unchecked, this can easily eat into the entire margin, which averages 15–25%.
Myth 2. Low entry barrier, low risks
At first glance, the absence of a warehouse and the fact that there is no need to tie up capital by purchasing goods in advance and in bulk create the illusion of minimal costs and risks in the dropshipping business. In practice, the main burden has shifted towards customer acquisition and testing hypotheses. At the same time, the cost of customer acquisition has risen. And these are direct costs for the dropshipper, note the managers at Stelvel Bulgaria.
In dropshipping, the supplier remains the key critical link. And their mistakes, stock availability issues, product quality discrepancies, delivery delays and returns directly affect the seller’s reputation.
In 2026, new risks emerged: geopolitical changes, rising tariffs, stricter return policies, and dependence on the algorithms of marketplaces and social media. Even if launching a shop cost just $500–1,000, with the wrong strategy, one can easily end up in the red.
Myth 3. No warehouse means minimal liability
From the customer’s perspective and under the laws of any country, a dropshipper is liable for what they sell (particularly regarding safety, accuracy of product descriptions, returns and communication). It is essential to choose partners carefully, monitor product quality and be prepared for potential complications. Fraudsters may pose as direct-to-consumer retailers or dropshipping suppliers.
An ill-chosen niche and an unpopular product are the main risk factors and potential points of failure throughout the entire sales chain.
Myth 4. AI optimises everything on its own
AI does indeed speed up many processes: product listing generation, creative design, analytics and customer support. But even with AI, these processes still require attention and oversight, insist the experts at Stelvel. Dropshipping is no longer a ‘passive income’ stream but has become a tool where systematic work and strategic management are essential. It is not possible to fully automate the business: order verification, ad configuration, customer service and analysis, and strategy development – all of this requires human involvement.
Myth 5: Success is guaranteed if you choose a popular product
It used to seem that all you needed to do was find a ‘hit’ product and sales would take care of themselves. Today, this is no longer the case, according to experts at Stelvel. Popular products are copied instantly, marketplaces promote their own equivalents, and manufacturers reach out directly to consumers. Competition is global and lightning-fast, and the lifecycle of a trendy product has shortened significantly.
Myth 6: You can get started over the weekend
Technically, you can set up a shop quickly and list your first products in literally a single day. But in practice, success does not depend on how quickly you launch. Competition is global, products are copied instantly, and trends have a very short lifespan. Today, the winners are systematic players with a disciplined operational model, traffic management and a customer retention strategy.
Stelvel EOOD
A dropshipper seeks a balance between product price and quality. This business model will continue to be profitable. For small businesses, dropshipping offers a chance to enter e-commerce without millions in investment. For large businesses, it provides an opportunity to scale up and maintain a global presence. Today, dropshipping is a fully-fledged part of mature e-commerce, with its own economy, operational risks and development strategy.