Sell Online

In the age of Amazon and COVID-19, few things cannot be bought online. Cars, furniture, wedding dresses, and even groceries can be shipped to your home with a click of a button. In 2021, there were 263 million digital buyers in the U.S., projected to jump to 291.2 million by 2025, making online shopping a norm.

For entrepreneurs in competitive markets, understanding digital transformation is key. Selling online can present roadblocks, from choosing products to selecting the right e-commerce platform. However, the benefits, including cross-border selling, access to new customers, and greater flexibility, outweigh the challenges.

Essential Components of an Online Store

To increase sales, a solid foundation is necessary. Beyond a great product, several components are crucial for a successful online store:

Brand Name

First impressions matter. A memorable brand name can capture your audience and attract them to your website. It conveys your business's story, values, and offerings. Trademarked names like Kleenex and Band-Aid demonstrate how strongly we associate brands with products.

Steps to a memorable brand name:

Brainstorm with stakeholders.
Keep it simple, descriptive, and positive.
Differentiate from competitors.
Choose a classic, timeless name over trendy buzzwords.
Ensure it looks and sounds good in logos, slogans, and domain names.

Website Design

Your brand identity should be recognizable and consistent across the buyer journey. Visual elements strongly tie to customer perception. According to Top Design Firms, 40% of customers value images, 39% value color, and 21% value video on e-commerce websites. Prioritize high-quality product photography and a color palette, then consider video, typography, and animation.

Marketing

Start marketing your brand even before launch to attract customers. An omnichannel approach, leveraging multiple sales channels like email newsletters, paid advertising, and SEO, creates a consistent brand experience. Social media is vital; create Facebook Business Pages or Instagram profiles to highlight products and engage customers.

Shipping and Fulfillment

Plan for shipping costs and timely delivery unless you sell digital products. Compare carriers like USPS, UPS, and FedEx based on budget and service. Offering free shipping may require building costs into product pricing, or you can use real-time rates from shipping companies.

What Type of Products You Can Sell Online

A successful online strategy requires a great product. Decide what to sell early, as it impacts all business decisions. There are two main product types:

Commoditized Products

These are essential, high-demand goods or services, physical or digital, that most people need. Examples include food, toothpaste, golf clubs, and clothing sold on platforms like Walmart or Amazon.

Niche Products

These serve specific customers and product categories, often unique, handmade, or made in small batches. Examples include beaded necklaces, antiques, or custom leather goods. Offering a mix of both can increase profit margins.

Example: Tyler's

Tyler's successfully blends niche clothing and accessories with commodity apparel from brands like Billabong, Simply Southern, and YETI, offering a convenient one-stop shop for consumers.

How to Choose What to Sell On Your Ecommerce Website

Generating product ideas in a saturated market can be challenging. Consider these approaches:

Find a Problem That Needs to Be Solved

Identify problems in your own life and find solutions. Brian Chesky, co-founder of Airbnb, emphasizes finding solutions to personal problems. Kyle Kirkpatrick, a gymnastics coach, created Decibullz headphones to solve the problem of headphones staying in place during training.

Product opportunities can also arise from:

Improved product features.
Untapped markets.
Unique product positioning and marketing.

Identify Products People Are Passionate About

Passion drives business. Being passionate about your venture helps you through hard times and aids in crafting an authentic brand message. Emotional investment in your product delivers value and mission, helping you stand out.

Find Products with Branding Potential

After identifying a problem-solving product rooted in passion, create a strong brand message. Research your target audience to craft a recognizable and memorable brand that resonates and builds loyalty.

Consider these questions:

How should your target audience be addressed?
How will you position your product?
How will your website design communicate your brand and appeal to buyers?

Example: Solo Stove

Solo Stove focused on the benefit of creating memories with loved ones, growing an organic following. They leverage their community for authentic reviews and feedback to improve their brand and online experience. Creating community and purpose is crucial for online store growth.

Hop on Trends Early

Capitalize on emerging markets by staying updated on trending products and launching an e-commerce site before they peak. This allows you to own SEO keywords and establish market leadership.

Find Products That Fulfill Guilty Pleasures

Products catering to customers' passions or vices often lead to success and deep brand loyalty.

Serve Niche Segments

Niche segments often lead to e-commerce success by resonating with a highly engaged audience. Creating a product that solves an issue for a passionate niche audience builds brand awareness and drives traffic.

Example: LARQ

LARQ offers a self-cleaning water bottle using UV-C LED technology, eradicating 99.99% of germs. They support environmental causes, donating 1% of sales to "1% For The Planet."

How to Start Selling Online

Before setting up an online store, complete these steps:

Conduct Market Research

Identify competitive markets and those with growth potential. Use tools like Google Trends and Google Ads Keyword Planner to research trending products and market size. Determine your value proposition, target audience willingness to pay, and conduct competitor analysis.
Choose What Products to Sell

After research, focus on building your product. Niching down can reduce competition and increase growth opportunities. For example, a sportswear brand might focus on swimwear or running shoes.
Identify Your Target Audience

Selling to the wrong people wastes ad spend. Understand your audience through surveys (age, location, income), industry trend analysis, competitor analysis, and building buyer personas.
Conduct Ecommerce Platform Research

Research platforms like your own online store, Amazon, eBay, or Facebook. SaaS platforms offer user-friendly options, while open-source allows custom builds.
Create Product Content

Ensure high-quality imagery and product photography aligned with your brand. Write brief, thorough, and creative product descriptions. Offer incentives like discounts to encourage reviews.
Build Your Online Store

Utilize e-commerce platforms like BigCommerce to build a store without coding. Choose a platform that best suits your needs, as each has unique benefits and drawbacks.
Promote and Market Your Store

Develop a strategy to attract customers and drive traffic. Utilize an omnichannel approach across online and offline channels, including:
- Social media
- Google advertising
- Influencer marketing
- Events
- Facebook Pages and Groups
- Discounts and promotions
- Email marketing
- Content marketing
- Word-of-mouth

Where Can You Sell Online?

Diversification is key. Consumers often prioritize convenience over the purchase destination. Selling across multiple channels can prevent losing sales to competitors.

Key Platforms:

Facebook: Offers a large user base for e-commerce, with Marketplace and Shops for direct sales and engagement.
TikTok: A growing platform for social commerce with product links, advertising, and LIVE shopping.
Instagram: Ideal for visual content, driving traffic and conversions through shoppable posts.
Etsy: A marketplace for handcrafted, vintage, and digital products.
eBay: Known for auctions, but also offers storefronts for fixed-price items across various categories.
Walmart Marketplace: A growing platform with potential for online retailers, offering tools for inventory management and order fulfillment.
Amazon: A leading marketplace for reaching a massive audience and expanding global reach.
Pinterest: Focuses on product discovery with shoppable pins and product pins.

Research platforms and marketplaces to find the best fit for your business and target audience.

How Can I Source Products for Online Selling?

Effective product sourcing strategies include:

Wholesalers: Buy in bulk at lower prices.
Dropshipping: Partner with suppliers for inventory and shipping.
Manufacturers: Work directly for unique products.
Marketplaces: Use platforms like Alibaba.
Local Artisans: Source unique, handmade items.

What Legal Considerations Should I Be Aware of When Selling Online?

Ensure compliance with tax laws, obtain necessary business licenses, and understand consumer protection laws. Have clear terms and conditions, privacy policies, and return policies. Consult a legal expert for specific regulations.

The Final Word

Execution is key. Finalize your products, launch your online store, and drive traffic. BigCommerce is a leading Open SaaS e-commerce platform integrating with major marketplaces and offering numerous payment gateway options. Discover more benefits by trying their 15-day free trial or exploring case studies.

FAQs for Selling Online

What is online selling?
Online selling, or e-commerce, is the buying and selling of products or services on the internet, encompassing data, systems, and tools for online retailers and customers.

What are the best products to sell online?
Commoditized products (essential, high-demand items) and niche products (serving specific customer bases) are the primary categories. A combination can increase profit margins.

What is the best way to sell products online?
Follow these 7 steps: 1. Market research. 2. Choose products. 3. Identify target audience. 4. Research platforms. 5. Create content. 6. Build store. 7. Promote and market.

Where can I sell online?
From e-commerce platforms to online marketplaces and social media channels, there are numerous options. Finding the right fit for your business and audience is crucial.

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