How do small businesses start selling online? A no-fuss guide
Thinking about taking your business online? You're not alone. From side hustles to long-established high street shops in Norwich, Dereham or Cromer, more small and medium-sized businesses are jumping into e-commerce than ever before.
The good news is that selling online isn’t as complicated or expensive as it used to be. You don’t need a huge team or a tech background. With the right tools, a bit of planning, and a clear idea of who your customers are, you can be up and running quickly.
Whether you're looking to reach new customers, create a second revenue stream, or future-proof your business, here’s a simple, step-by-step guide to getting started.
Step 1: Decide What You’ll Sell (And How)
Before you build anything, get clear on your offer. Are you selling:
- Physical products?
- Digital goods such as downloads or courses?
- Services or bookings?
Also, consider stock, shipping, and pricing. If you’re offering physical products, how will you store and deliver them? Will you handle fulfilment yourself, or outsource it?
Tip: Start with your bestsellers or something simple. You can always expand later. If you’d rather not hold stock, print-on-demand services such as Printify make and post custom products as orders come in.
Step 2: Choose Your Selling Platform
This is where many small businesses get stuck. But the good news is that you have plenty of great options:
- Website Builders: Platforms like Shopify (we list a current Shopify offer on our perks page), Squarespace, or Wix let you create a full online store without any coding.
- Marketplaces: Want something faster? Try Etsy, Amazon, or eBay to access built-in audiences.
- Social Media Shops: You can also sell directly on Facebook, Instagram, or TikTok by using integrations with your online store.
Start small and grow gradually. You don’t need every channel on day one. Just pick one that suits your product and your audience best.
Step 3: Set Up Payments and Delivery
To make a sale, you need a way to get paid. Here’s what you’ll need to do:
- Choose a payment processor such as Stripe, PayPal, or Square.
- Ensure your checkout process is secure, simple, and works well on mobile devices .
- Decide how you’ll manage shipping. Will you ship locally, nationally, or internationally? Will you offer free delivery or charge a flat rate?
Be transparent with your customers. Clear pricing, shipping times, and return policies help build trust.
Step 4: Create Product Pages That Sell
A well-designed website won't help much if your product pages don’t convert. Make sure you include:
- High-quality images, including multiple angles and lifestyle shots
- Clear and engaging product descriptions
- Pricing and delivery information
- Customer reviews or testimonials, even if you only have one or two to start
Tip: Use language that speaks directly to your customer. Focus on benefits, not just features.
Step 5: Drive Traffic to Your Store
Just building a website won’t bring customers. You’ll need to promote it effectively.
- Social media: Use platforms like Instagram, Facebook, or TikTok to showcase products, run promotions, and build your brand.
- Email marketing: Start collecting email addresses early. Email lists are valuable for encouraging repeat business. Brevo has a free plan that’s plenty to start with (see our perks page).
- Paid ads: Consider using Facebook Ads or Google Shopping to drive traffic when you launch.
- SEO: Optimise your product titles and descriptions with keywords so people can find you on Google.
Start small, track your results, and focus on what works best.
Step 6: Keep Improving
Once your store is live, the real work begins. Pay attention to:
- Which products are selling well
- Where your traffic is coming from
- Where customers are dropping off during the buying process
Don’t forget the paperwork side, either. Once sales start coming in, you’ll need tidy digital records, so read our guide to Making Tax Digital.
Use this information to improve your site, your product offering, and your marketing strategy. Selling online is a process of ongoing improvement, not a one-time setup.
A Norfolk Business Perk for you
Selling online used to mean big budgets and a developer on call. That’s no longer the case. Shopify is one of the simplest ways to get going, and its current UK intro offer is a 3-day free trial, then £1 a month for 3 months on selected plans.
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