How to start selling online, step by step?

You can set up an online shop quickly, but it’s worth doing it in the right order. The most common mistake made by novice sellers is that they buy a large stock of goods first, and only then do they check demand, the competition and all the costs. It’s safer to start with market analysis, a small batch of products and a simple sales channel.

The plan below will help you move from an idea to your first order without skipping the most important steps.

1. Choose a customer group, not just a product

Instead of starting with the question ‘What can I sell?’, consider who you want to sell to and what problem you can solve for them. It’s easier to build a coherent offering for beauty salons, pet owners, parents of young children or electronics retailers than to randomly add products from many unrelated categories.

To begin with, define:

· who the product’s target audience is,

· in what situation they will use it,

· what is more important to them: price, quality, delivery speed or appearance,

· where they most often look for such products,

· what questions they ask before making a purchase.

This will make it easier for you to prepare the product description, photos, advert and any additional offers.

2. Check demand and competition

Before ordering stock, analyse Google search results, popular marketplaces and competitors’ shops. Don’t just look at the number of listings. Also check the quality of the photos, price levels, the number of reviews and whether sellers actually have the product in stock.

It’s worth noting:

· the most frequently recurring prices,

· the strengths and weaknesses of competitors’ listings,

· customer queries and negative feedback,

· available options,

· estimated delivery cost,

· product seasonality.

Negative feedback from competitors is particularly valuable, as it shows what customers are not finding in current offers.

3. Find a supplier and order samples

You can buy goods from a domestic wholesaler, from an importer, directly from the manufacturer, or via dropshipping. For a new seller, it is usually easiest to start by working with a wholesaler, as you can order smaller batches and restock more quickly.

Order samples before making a larger purchase. Check:

· the quality of the product and packaging,

· whether the specifications match the description,

· completeness of the set,

· instructions and markings,

· order fulfilment time,

· how the parcel is secured during transit.

Do not base your decision solely on catalogue photographs.

4. Calculate the total cost of sale

The purchase price is just one item in the calculation. Add the following, amongst other things, to the cost of the product:

· transport from the supplier,

· shipping packaging,

· marketplace commission,

· payment fees,

· advertising,

· warehousing and order fulfilment,

· courier surcharges,

· returns and complaints,

· taxes,

· discounts and vouchers.

Only once all costs have been taken into account can you determine whether a product has a safe margin.

5. Choose a sales channel

You don’t need to launch everything at once to begin with. You can start with a single marketplace, your own shop or B2B sales.

Marketplaces provide access to ready-made traffic and customers, but they charge commissions and impose specific rules. Your own online shop gives you greater control over your brand and customer base, but requires you to drive traffic yourself. Sales through both channels can complement each other.

A good approach is to test your product on a platform with existing traffic, and then develop your own online shop.

6. Prepare the formalities and documents

An online seller should ensure they provide the information required by consumers. In practice, this includes, amongst other things:

· the seller’s details,

· the shop’s terms and conditions,

· the privacy policy,

· delivery and payment terms,

· complaints procedure,

· information on the right to withdraw from the contract,

· return form,

· accurate pricing information.

When selling regulated products, additional documents, instructions, labelling or warnings may also be required. The scope of obligations depends on the type of goods and the sales market.

7. Create a good product page

The product page should answer the customer’s questions without them having to contact the shop. Prepare:

· a specific product title,

· a main image,

· detail and application photos,

· a brief description of the key benefits,

· full description,

· technical specifications,

· contents of the set,

· delivery and return information,

· the FAQ section.

Do not simply copy the manufacturer’s or wholesaler’s description verbatim. Unique text improves the website’s visibility and helps distinguish your offer from the competition.

8. Set up payment and delivery options

Customers should know straight away how much they will pay for delivery and when they will receive their order. Choose carriers suitable for the size, weight and value of your products.

It’s worth offering several payment methods in your shop, such as instant online payments, card, BLIK and traditional bank transfer. The simpler the purchasing process, the lower the risk of shopping basket abandonment.

Don’t promise delivery times that you can’t meet.

9. Start selling on a small scale

Your first batch of stock should allow you to gather data, rather than filling your warehouse for months on end. Once you’ve launched sales, monitor:

· the number of page views for the listing,

· the conversion rate,

· cost per order,

· post-advertising margin,

· returns and complaints,

· frequently asked questions,

· number of days’ stock.

Based on this data, decide which products are worth reordering, and which should be improved or discontinued.

10. Build your range around bestsellers

Once you’ve found a product that sells consistently, you don’t need to look for a completely new category straight away. First, expand your range with:

· other variants,

· larger packs,

· complementary products,

· sets,

· spare parts,

· a more expensive premium version.

This approach is usually cheaper than building up sales in a new industry from scratch.

The most common mistakes made by novice sellers

The most common causes of problems are: ordering too large a first batch, failing to factor in commission and returns, copying product descriptions, a lack of stock control, and launching across too many channels at once.

First, set up a simple, measurable process. Only then should you scale it up.

FAQ

How much money do you need to start selling online?

It depends on the business model. Dropshipping requires less stock, whilst having your own warehouse requires funds for goods and packaging. In every model, you need to factor in the costs of the platform, advertising, returns and customer service.

Do you need to set up your own shop straight away?

No. Many businesses start on a marketplace to test demand more quickly. It’s worth developing your own shop in parallel, as it gives you greater control over your brand and your relationship with customers.

How many products should be included in the initial range?

It’s better to start with a few or a dozen or so well-prepared products than with hundreds of incomplete listings. The most important factors are availability, accurate product details, good photos and calculated profitability.

Summary

To start selling online, select a specific customer group, check demand, find a supplier, calculate the full costs and test a small batch of goods. A well-prepared listing and analysis of results are more important than a very wide range of products at the outset.

Editorial sources – no need to publish

· Biznes.gov.pl – online retail

· UOKiK – right to withdraw from a contract

· Google Search Central – SEO for e-commerce websites