How To Sell Online: Get Started in 9 Simple Steps (2026)

Selling online has unlimited potential. You can grow a profitable business by selling products or services to anyone, anywhere.

To start selling online, you’ll need to find an idea for your business, build a website, and reach customers across marketplaces and other shopping destinations.

Ahead, find the nine steps you need to follow in order to sell online.

1. Find a niche or competitive angle

With so many entrepreneurs operating their own online stores, you need something to set your new business apart. Choose a niche you’re interested in, then find in-demand products you can sell at a high price point.

Research your competition

Who are your competitors for your target audience’s attention? Find them through competitive research. Look at their marketing strategy, audience, and price points. Use what they’re doing well to inspire your own ecommerce business.

Use market research tools like Google Trends to identify search patterns and seasonal demand, or Thin k With Google for consumer insights. For more structured research, platforms like Statista provide industry reports and market data to validate your niche opportunity.

Evaluate your idea

Arguably the hardest part of selling online is deciding on a business idea. Whether you operate your store from home, on the side of a day job, or as a creative outlet, find an idea before progressing to the next stage of selling online.

Noah Kagan, founder of AppSumo, validates business ideas in 48 hours by pre-selling to just one friend—not spending months planning. “If you can’t get one person to give you money in 48 hours,” Kagan explains, “that’s a sign you should probably move on to the next idea.”

Write a business plan

You know what you’re selling and who you’re competing against. Put this information in a business plan. It’s a document that outlines what your company is, and its mission statement, competitive analysis, and marketing strategy.

2. Establish your target audience

Your target audience is the type of person you sell to online. Discover them through surveys and competitor analysis, and build a buyer persona to target them.

Run customer surveys

Customer surveys allow you to get inside the mind of your ideal customer. Run quizzes, one-to-one usability tests, and group feedback sessions to figure out the wants and needs of your target audience.

Tools like SurveyMonkey, Typeform, and Qualaroo make it easy to collect structured feedback from potential customers before you invest in inventory.

Evaluate a competitor’s audience

When you start selling products online, you’ll have to convince a competitor’s audience to buy from you instead. Uncover the customer persona they sell and market to through competitive analysis. Play on the unique value proposition that sets you apart.

Build buyer personas

Think of a buyer persona as a character you create to detail the traits of your ideal customer. In each buyer persona, include their pain points, interests, hobbies, demographics, and job title. Refer back to them often to make sure you’re targeting the right people (those most likely to buy) through your marketing campaigns.

3. Decide which products to sell

Once you’ve landed on your niche idea and the audience you plan to sell it to, it’s time to figure out what product, exactly, you’ll sell. Will you need to find a manufacturer for this product, or go the private label route? Will you launch with a single product, or a product line? Your choices here will have a large impact on how successful your ecommerce store will be.

A business model is the framework you use to sell products online. There are various models to choose from, depending on how much cash you have to invest, the type of product you’re selling online, and whether you want to handle inventory storage and fulfillment. One option is to use Shopify Collective to sell products from other Shopify brands. After browsing products and choosing items to sell, Collective makes it easy to contact suppliers and import product listings to your store, with margins typically ranging from 20% to 50%.

Find an in-demand product

The more in-demand your product is, the easier it will be to find prospective customers looking to buy it. Start by exploring trending products to see what’s currently gaining traction with online shoppers. Categories like moisturizers and facial care products are seeing increased demand, while digital products and print-on-demand items continue to perform well for new sellers.

Mary Gu, founder of Sock Candy, tested her product mix by launching with seven cotton and three sheer sock styles. When sales data revealed customers preferred sheer socks, she pivoted to seven sheer and three cotton styles—letting customer behavior, not assumptions, guide her inventory decisions.

Price your products

A high profit margin means you buy items for much cheaper than you sell them online for. But there’s more to sticking an arbitrary figure on your products. Your customer base is heavily influenced by price. Get it right through research and analysis to avoid scaring them away.

Learn more: How to Price Your Products in 3 Simple Steps

4. Create an online store

An online store allows shoppers to buy products from you over the Internet using a web browser or a mobile app.

If you’re tight on budget and plan to validate your product idea before committing to an ecommerce store, try a more entry-level offering, such as Shopify’s Starter plan, where you can access all the tools you need to sell for a monthly fee of $5.

With Shopify, you can use the AI-powered store builder to generate a customized online store in seconds. Simply describe your business, and the platform creates your store layout, product pages, and design—giving you a professional foundation to build from without needing design or coding skills.

Compare ecommerce platforms

Create essential pages

Once you have a domain name, you’ll want to start building your store pages.

People look for specific information before trusting an online retailer with their money. That includes your product page, category, About page, Contact page, and FAQ. Make sure you have them ready to go before online shoppers are able to look for them.

In Shopify, you can access pre-built page templates through the theme editor, making it easy to add these essential pages without building from scratch. Shopify also offers AI-powered copywriting tools to help draft product descriptions and page content.

Optimize the checkout process

People abandon their online cart for several reasons. Dig deep into the most common reasons and fix them through checkout optimization. When customers buy through a Shop Pay–optimized checkout, conversion rates lift by as much as 50% (compared to guest checkout). Shop Pay also increases average conversions by 9% across checkout experiences.

Manage inventory

Do you know how much inventory you have available to sell? Mastering inventory management is one of the biggest struggles for retailers, especially if you sell things online across several channels. Find an inventory management system that merges data from all channels and prevents stockouts from driving customers toward a competitor.

Shopify’s built-in inventory management tracks stock levels in real time across all your sales channels. When you sell a product on Instagram, for example, your inventory automatically updates on your website and other connected channels—preventing overselling and stockouts.

5. Choose your sales channels

A sales channel is the platform you use to sell products to online shoppers. Here’s how to identify the channels you should be using.

An online store

Your own website is a direct way for people to buy your products. Running a store protects your profit margins from marketplace fees and provides the opportunity to collect customer data.

Online marketplaces

If your online store is like a standalone brick-and-mortar location, selling in an online marketplace is like setting up a kiosk in a mall—a way to gain exposure to new audiences in addition to your own direct channels.

Raz Romanescu, founder of Underlining, treats Amazon as a “catchall net” for customers who search for his brand there. While his Shopify store is the primary channel, the Amazon listing captures sales from loyal customers who default to shopping on the marketplace.

Understanding marketplace fees

Each marketplace has its own fee structure that impacts your profit margins. Here’s what you’re likely to pay on the three largest platforms:

Marketplace	Monthly fee	Transaction fees	Payment processing	Example: $100 sale*
Amazon	$39.99 (Professional plan)	8%–15% referral fee (varies by category)	Included in referral fee	Seller receives ~$85–$92 (before FBA fees if applicable)
Etsy	$0	20¢ listing + 6.5% transaction fee	3% + 25¢	Seller receives $90.05 ($100–20¢–$6.50–$3.25)
eBay	$0 (basic account)	2.5%–15.3% final value fee (varies by category)	2.35% + 30¢ (standard)	Seller receives ~$84.65–$97.35 (category dependent)

*Fees effective 2025. Amazon referral fees vary by category (typically 8% to 15%). eBay updated fees effective February 14, 2025.

Reach a general audience of shoppers by listing your products for sale on major marketplaces. With Shopify, you can connect your store to marketplaces through integrated apps.

Social commerce

Social media users rely on their favorite platforms to buy products, engage with brands, and share product recommendations. Get active on your customer’s favorite platforms to drive sales for your ecommerce business. You can sell your product everywhere from Instagram to TikTok to Pinterest.

With Shopify, you can add social commerce channels directly to your admin. Connect your Instagram Shopping, Facebook Shop, and TikTok Shop accounts to manage all your social selling from one dashboard—automatically syncing your product catalog and inventory across channels.

B2B or wholesale

Wholesale commerce happens when you sell items to another retailer, usually in bulk and at a lower price. It’s a good strategy to increase sales without upping marketing spend, enter new markets with less risk, and leverage other brands to sell your products online. Here’s how to find a wholesale marketplace where you can sell your product.

6. Set up payment processing

A payment processor allows you to take payment when selling online. It moves funds from your customer’s account to your merchant account, keeping sensitive information secure and encrypted throughout the process.

Debit or credit cards are the most popular payment methods for online shoppers. Accept credit cards on your online storefront to capture those customers. With this payment method, your ecommerce platform requests authorization from the customer’s bank, which approves (or denies) the transaction and releases funds into your merchant account.

Shopify Payments is built directly into the platform, so you can start accepting credit cards, debit cards, and digital wallets without setting up a third-party payment gateway. There are no additional transaction fees beyond standard credit card processing rates, and funds are automatically deposited into your bank account.

Digital wallets

Customers can pay for online purchases without entering their entire credit card number each time. Digital wallets, such as Shop Pay, store a customer’s credit card information. They can make purchases with just a few clicks, minimizing friction and increasing conversion rates.

With Shop Pay’s network of more than 150 million active buyers, returning customers can check out with a single tap—no need to re-enter shipping or payment details.

7. Choose your shipping methods

Modern customers demand free or low cost shipping; many would abandon an online purchase if the delivery options didn’t meet their expectations. FedEx research shows that 75% of shoppers prioritize free shipping over fast shipping.

Shoppers also want brands to adopt sustainable shipping practices. With the Shopify Planet app, customers can choose a carbon-neutral shipping option for between 3.5¢ and 15¢ per order.

Comparing shipping strategies

Different shipping strategies suit different business models. Here’s how the three main approaches compare:

Shipping strategy	Best for	Pros	Cons
Flat rate	Consistent product weights/sizes	Simple pricing, easy to communicate, predictable costs.	You may lose money on heavy items or overprice light items.
Free shipping	Higher-priced products, building loyalty	Increases conversions and average order value, preferred by 75% of shoppers.	Needs to be built into product pricing, may reduce margins.
Calculated (real-time)	Variable product sizes/weights	Fairest for customers, protects margins.	Can shock customers at checkout, more complex to set up.

Danny Buck, co-founder of Crafted London, launched with just two products and used letterbox-sized packaging to keep shipping costs low. This strategy contributed to £1,000 in sales on day one—proving that smart shipping decisions impact profitability from your first sale.

Domestic shipping

Shipping online orders to a customer in the same country is cheaper than shipping internationally. That said, evaluating different couriers, packaging materials, and shipping zones can bring costs down—and therefore increase your profit margins while improving customer satisfaction.

With Shopify Shipping, you get discounted rates from major carriers like USPS, UPS, and DHL—up to 88% off standard rates for USPS Priority Mail. You can print shipping labels directly from your Shopify admin and automatically send tracking information to customers.

Learn more: 6 Ways to Reduce Shipping Costs for Small Business

International shipping

How do you get parcels to customers on the other side of the world? With an international shipping strategy, you can decide where you’ll ship to, the rules and regulations of that country, and the costs associated with getting a product into an international customer’s hands.

Omnichannel fulfillment

Ecommerce fulfillment describes how you pick, pack, and ship orders to your customers. Choose to manage fulfillment in-house, work with a dropshipping supplier, or hire a third-party logistics partner.

8. Promote your products

Once you know what you’re selling and how customers will receive it, spread the word about your products with an ecommerce marketing strategy.

Promote on social media

Broadcast information about your products on the social media platforms your chosen audience is using. Produce high-quality content, experiment with images and video, and regularly engage with followers. Use native social commerce features to share in-app shopping experiences with users without leaving the platform.

Shopify’s social media integrations let you create posts and tag products directly from your admin. When you tag a product in an Instagram post or Story, customers can tap to see product details and complete their purchase without leaving the app.

Run paid advertising campaigns

Advertising increases the odds of reaching your target audience. Whether you have a budget to invest or are sticking to free advertising sites, build an advertising strategy to promote the products you’re selling online.

9. Continuously improve your services

Sellers with an entrepreneurial mindset always aim to refine their approach. Once you’re ready to scale, continuously improve back-end operations and product assortment to remain competitive.

Automate time-consuming tasks

Small business owners spend hours working on their business every week. As you grow, automate tasks you spend the most time on. Use that free time on higher-impact activities that will help your business scale.

Shopify Flow, available on Shopify Plus, lets you automate common workflows, such as tagging high-value customers, reordering popular products, or sending win-back campaigns to customers who haven’t purchased in 90 days—all without having to write any code.

Experiment with in-person commerce

Take your online business in-person by attending local events. Host a pop-up shop or use your brick-and-mortar store as a way for customers to buy online and pick up items in-store. Shopify POS gives you a single source of truth by merging retail sales data, inventory, and customer profiles between both sales channels.

Build your dream online store today

Join the ranks of the world’s best online stores with Shopify’s powerful tools and features. With the highest-converting checkout, Shopify stores sell more products, lower your costs, and save you time.

Learn more

Tips for selling online

Optimize your website for user experience
Invest in SEO
Partner with influencers
Start an email list
Offer buy now, pay later options
Use high-quality images and descriptions
Offer excellent customer service
Use social proof
Create a content marketing strategy

Optimize your website for user experience

Your website is your online storefront, and should be as inviting and user-friendly as a physical shop. Easy navigation, clear product descriptions, high-quality images, quick load times, and a straightforward checkout process are key for selling products online. A great UX design can reduce cart abandonment rates and improve conversions.

Shopify has more than 100 optimized website templates, known as Shopify themes. Each theme is mobile-responsive and loads quickly—critical factors in today’s ecommerce landscape, where mobile commerce accounts for the majority of online sales.

Invest in SEO

Search engine optimization (SEO) is a long-term marketing strategy that increases your chances of appearing in the search results of your target audience. From keyword research to building backlinks, follow SEO practices to attract potential customers already looking for the products you sell online.

Partner with influencers

Influencers—even micro influencers—have the power to drive thousands of dollars in online sales to your online store. Find and partner with influencers across your ideal customer’s favorite platform (like Instagram or TikTok) and leverage their audience loyalty to make sales.

Start an email list

Email is the only direct line of communication you have with your customers. Encourage people to sign up to your email list and send them regular content, such as educational videos or cart abandonment emails.

Unlike social media platforms that can restrict your content at any time, email marketing means you’ll always reach your customers’ most sacred virtual place: their inbox.

Offer buy now, pay later options

Buy now, pay later (BNPL) is a payment method that allows shoppers to pay for their purchases in installments. Enable this on your online store through a provider like Shop Pay Installments. You’ll capture the millions of people who use BNPL to buy products online.

Use high-quality images and descriptions

Customers can’t physically touch products online, so you want to provide high-quality photos from different angles and thorough descriptions. This gives customers a clear understanding of what they’re buying and can help reduce returns.

Learn how to capture product photos that entice customers to purchase.

Offer excellent customer service

Superior customer service is a strong differentiator when selling products online. This includes quick response to inquiries, easy returns and exchanges, and resolving any issues that arise quickly.

Use social proof

Social proof points including customer reviews, testimonials, ratings, and user-generated content are all critical in online shopping. These are powerful persuasion tools to drive purchases, as people trust the experiences and opinions of others.

Create a content marketing strategy

Content marketing can serve multiple purposes:

It helps build your brand
It establishes you as an expert in your field
It drives traffic to your website

You can leverage many different types of content: blogs, videos, podcasts, newsletters. Anything that provides value to your audience beyond just selling your product.

For example, a fitness equipment retailer could create a blog and YouTube channel with workout routines, fitness tips, and nutritional advice.

These resources draw in customers who are interested in fitness, establishing the retailer as a trusted authority. This kind of content marketing strategy increases customer engagement and loyalty, leading to more repeat business and referrals.

How to sell online FAQ

How can I legally sell things online?

The legalities of selling online vary depending on your ecommerce business’s structure. In many countries, you’ll need to collect sales tax on products you sell online—consult with an accountant or use tools like Shopify Tax or TaxJar to ensure compliance.

What is the best site for selling online?

Shopify is the best site for online selling. From just $5 a month, the Starter plan gives you the tools you need to sell across the social media channels your target customers are using. As you grow, you can upgrade to access advanced features like abandoned cart recovery, professional reports, and international selling capabilities.

Do I have to pay taxes on items I sell online?

The amount of tax your ecommerce business pays depends on where you’re operating from. In the US, you’ll need to collect sales tax on any products you sell online. Talk to an accountant to make sure you’re paying the right taxes. Shopify automatically calculates sales tax based on your business location and where you’re shipping to, simplifying compliance.

What is the most profitable thing to sell online?

The most profitable products to sell online combine high demand with good profit margins. Popular categories include:

Digital artwork and downloadable products (near 100% profit margins)
Handmade goods with unique value propositions
Water bottles and reusable products (sustainability trend)
Pens and pencils (low shipping costs, consistent demand)
Custom design clothing (personalization premium)
Skin care and beauty products (high repeat purchase rates)

Check out the Shopify guide to trending products to discover what’s currently in demand.

How much does it cost to start selling online?

You can start selling online for as little as $5 per month with Shopify’s Starter plan, which lets you sell through social media, messaging apps, and a link in bio. If you’re dropshipping with apps like DropCommerce or using Shopify Collective, you don’t need inventory investment upfront—products are sourced only after customers order.

For a full online store with your own domain, Shopify’s Basic plan starts at $29 per month (billed annually).

Many successful sellers start with less than $100 in total investment by using dropshipping, free marketing channels, and Shopify’s built-in tools.