Purpose - This study provides an updated understanding of effectuation in the new tech start up era of social commerce; specifically, it answered two questions: (1) How does a social commerce startup entrepreneur make decisions? (2) Why is it successful so far? Importance - It aims to contribute to the academic research on social commerce startup education. Methodology - Using a single case in-depth study, followed closely by the theory of effectuation in comparison with causation, to determine the behaviors of the observed. Limitation - The analysis provides detailed insight into these perspectives and suggestions for future research. Further studies on startup companies backed up with different sources and examinations on several startups together over a longer period of time are recommended to draw comparisons. Keywords - Effectuation in Entrepreneurship, tech startups, social media, social commerce, Berlin