“Should we sell online?” comes up a lot, especially for local shops and makers. For some businesses, an online store brings in real new sales. For others, it creates a lot of work that doesn’t pay off. Here are the questions I’d talk through before building anything.
What would you sell?
Products with clear prices and simple options (sizes, colors) are easiest to sell online. Custom work, services, and products that need a conversation first may be better served by a quote request or booking form.
How will orders get to customers?
- Local pickup: simplest to start, great for local shops
- Local delivery: works for a defined area
- Shipping: opens a bigger market, but adds packaging, rates, and returns
Be honest about how much time packing and shipping will take each week.
How will you handle inventory?
If you also sell in person, your online store needs to know when something sells at the counter, or you’ll sell items you don’t have. Connecting your in-store system and your online store avoids that headache.
Who will manage it?
An online store needs regular attention: adding products, updating photos and prices, answering questions, and handling returns. Decide who owns those jobs before launch.
What does it need to cost to be worth it?
Add up platform fees, payment processing, packaging, shipping, and your time. Compare that to realistic sales. It’s better to know up front than to find out six months in.
Options to start small
- Sell a handful of best-sellers first
- Offer online ordering for local pickup only
- Sell gift cards online
- Take pre-orders or deposits for custom work
Make the store easy to find and use
If you go ahead, good product photos, clear descriptions, simple checkout, and fast loading on phones matter most. Each product page is also a chance to show up in search, so write real descriptions instead of copying the manufacturer’s text.
Questions I hear a lot
Can I add a store to my existing website?
Often, yes, especially on WordPress. It depends on how the site is built.
What about selling on marketplaces instead?
Marketplaces can bring traffic but take a bigger cut and give you less control. Many businesses use both.
If you want a second set of eyes
If you’re weighing an online store, I’m glad to talk through whether it fits your business. Here’s how I approach websites and online stores.