How to Sell Online: 10 Essential Steps to Success

Imagine you have a brilliant product idea — something people would love, something that solves a real problem. You can picture customers discovering it, buying it, and sharing their excitement with others. But then reality sets in. Where do you even start? What ecommerce software should you use? How do you get people to notice your store when thousands of others are selling online too?

Selling products online isn’t as simple as listing products and waiting for the sales to roll in. It involves thoughtful strategy and a deep understanding of your customers. Here are 10 essential steps that will help you turn your business idea into a profitable online store.

With so many businesses selling similar products, how do you convince customers to buy from you? One way to stand out is to ensure that your business and the products you sell have a unique selling proposition. There should be a clear demand for whatever you sell, but it’s even better if you can position your products in a way that gives you room to differentiate yourself from competitors. For example, instead of selling candles in an oversaturated market, you might target eco-conscious buyers with sustainably sourced options. The more specific your niche, the easier it can be to build a loyal customer base.

It’s best if your USP highlights a feature or benefit that competitors don't offer or offer as well. It should also emphasize an aspect of your products that your target audience cares about and values. Your USP should also be easy to understand and remember.

Your niche is more than just a differentiated product and USP. It also includes the expertise and passion you bring to the table. Here’s how to refine your chosen niche:

• Start with what you know and love. Selling products you’re passionate about makes it easier to stay motivated and connect with your audience.
• Look for gaps in the market. Research what’s missing or underserved in your industry. Can you offer a new design, better quality, or a fresh approach?
• Check demand and competition. Tools like keyword research and online forums can show what people are currently searching for. The goal is to find a niche with enough demand but not so much competition that you get lost in the crowd.

Competitor research shouldn’t be copying what others do. Instead, it’s a chance to identify ways you can improve on what they've already made available. Study businesses in your market and ask yourself:

• What products are their bestsellers?
• How do they price their items?
• What kind of marketing do they use?
• What do their customer reviews say?

Customer complaints can also provide surprising insights. If shoppers consistently mention slow shipping or limited options, you have an opportunity to do better.

Before committing to a product (or product catalog), follow these tips to test its viability:

• Assess demand: Are people actively searching for and buying similar products?
• Consider growth opportunities: Can you expand your product line or adjust pricing as demand increases?
• Validate with real feedback: Run small test batches, survey potential customers, or use crowdfunding to gauge interest.

Once you validate your business idea and product offering, you're ready for the next step: understanding who your customers really are.

When you throw a party, you select specific aspects of the event (like the music, menu, and ambience) based on who’s attending. Without knowing your guests, it would be much more difficult to plan an event they’ll enjoy. Selling online works the same way: If you don’t understand your audience, you’re just guessing at what they want.

A clear understanding of your ideal customers can help you market smarter and design better products. And that often leads to increased sales. The goal isn’t just to attract buyers — it’s to attract the right buyers.

A buyer persona is like a character sketch of your ideal customer. It includes details about their demographics, habits, and pain points so you can tailor your messaging and product offerings. Here are a few suggestions to include:

• Basic demographics: How old are they? Where do they live? What’s their income level?
• Shopping habits: How do they research products? What influences their buying decisions?
• Pain points: What problems do they need solved? What frustrates them about current options?
• Interests and values: Are they environmentally conscious? Do they prioritize convenience over cost?

Use real data rather than guesswork when creating personas. You can gather data from social media insights and past customer purchases.

If you want to know the things that interest, motivate, and frustrate your shoppers — ask them! Surveys are a great way to gather insights, and they don’t have to be complicated. You can send a survey via email, post questions on social media, or even add a quick poll to your website.

Some questions that might help you uncover valuable insights include:

• What factors influence your decision to buy online?
• What do you look for in a [product category]?
• What’s one thing that frustrates you about shopping for [product category]?
• How did you find our store (or similar stores)?

The better you understand your audience, the more effectively you can reach them with the right messaging and products.

If you were setting up a physical store, you wouldn’t just pick the first empty space you find. Your online store is no different. The online store platform you choose will shape how customers experience your business and how much time you’ll spend managing basic tasks, like updating product availability.

The right ecommerce platform will be easy to use, and it should come equipped with the tools you need to run your business efficiently. A platform that has the right tools and features will make selling things online much smoother. Picking one that’s overly complicated or incomplete may result in spending more time fixing technical issues than making sales.

Not all platforms are created equal, and the best choice depends on your business goals. Here’s what to consider when comparing options:

• Ease of use: Does it require coding knowledge, or is it beginner-friendly?
• Scalability: Will it support your business as you grow, or will you need to switch later?
• Customization: Can you design your store to match your brand, or are you stuck with generic templates?
• Built-in tools: Does it include SEO features, marketing tools, and analytics?
• Payment and security: Does it support multiple online payment solutions and secure transactions?
• Integrations: Can it connect with third-party apps for inventory management or social media selling?

Many platforms offer free trials, so take advantage of them. Testing before committing helps you avoid headaches down the road.

Once you’ve compared your options, the next step is aligning your platform choice with your business needs. For beginners, that might mean looking for platforms with simple drag-and-drop storefront templates with built-in features to get started quickly.

Growing businesses may want to choose a platform that offers advanced analytics and automation to help with increasing traffic. Larger brands will likely prioritize platforms that offer more customization and enterprise-level features.

Ultimately, your ecommerce platform is the foundation of your business. Picking one that matches your goals means you’ll spend less time wrestling with technical limitations and more time making sales.

First impressions matter, and selling products online is no exception. Imagine walking into a store with flickering lights, cluttered shelves, and no clear reason for product placement. You’d probably walk right back out. The same goes for your online store. If it’s confusing or slow, customers may leave before they even browse your products.

Your ecommerce website design should be professional and easy to navigate. A great-looking website doesn’t just make a good impression — it builds trust and encourages customers to buy.

Branding is the personality of your business. A strong, consistent brand can help you stand out since it creates a sense of familiarity with customers. As you develop your brand, consider these tips:

• Pick a color scheme and fonts that reflect your brand’s identity (luxury brands often use minimalistic designs, while playful brands lean into bold colors).
• Create a memorable logo that fits your niche and looks great across all digital platforms.
• Develop a brand voice for your product descriptions, emails, and social media. Whether it’s fun and friendly or sleek and professional, keep it consistent.

In addition to listing available products, your online store should give customers information they need to trust your brand. At a minimum, make sure you have:

• Home Page: This is the first thing visitors see, so make it visually appealing and easy to navigate.
• About Page: Share your story, mission, or what makes your business unique.
• Product Pages: Include high-quality images and detailed descriptions, as well as clear pricing.
• Contact Page: Give customers an easy way to reach you (consider adding live chat or a contact form).
• FAQ Page: Address common concerns about shipping, returns, and policies to reduce customer hesitation.

Imagine a customer finds the perfect product in your store and heads to checkout — only to discover their preferred payment method isn’t available. Frustrated, they abandon the purchase and go elsewhere. This is a common scenario, and it shows why offering secure, flexible payment options can be the key to closing sales.

A smooth checkout experience can reduce the chances of cart abandonment while also building trust with customers. The easier and safer it is to pay, the more likely shoppers are to complete their purchases.

A complicated checkout is one of the biggest reasons customers leave without buying. Here are a few ways to address this pain point:

• Keep it short and simple. Reduce the number of steps required to complete a purchase.
• Offer guest checkout. Not everyone wants to create an account — let them buy without one.
• Show a progress indicator. Let customers see how close they are to finishing the process.
• Use auto-fill and saved payment info. Make it easy for returning customers to check out in seconds.

A complicated checkout is one of the biggest reasons customers leave without buying. Here are a few ways to address this pain point:

• Keep it short and simple. Reduce the number of steps required to complete a purchase.
• Offer guest checkout. Not everyone wants to create an account — let them buy without one.
• Show a progress indicator. Let customers see how close they are to finishing the process.
• Use auto-fill and saved payment info. Make it easy for returning customers to check out in seconds.

Every customer has their own preferred way to pay, and limiting options can mean lost sales. To cater to a wider audience, consider offering:

• Credit and debit cards: the most common payment method worldwide.
• Digital wallets: options like PayPal, Apple Pay, and Google Pay add convenience and security.
• Buy now, pay later (BNPL): services like Klarna or Afterpay appeal to customers who want flexible payments.
• Cryptocurrency (optional): while not essential, some brands are embracing crypto payments as an alternative.

Remember that security is just as important as convenience. Displaying security badges at checkout can also reassure hesitant buyers. Once your payment system is set up, the next step is figuring out how to get products to customers quickly and efficiently.

Ordering something online and having no idea when it will arrive can be frustrating. If customers check the website and the shipping details are vague, they may wonder if they should have ordered from a competitor instead.

Shipping and fulfillment plays a huge role in customer satisfaction. Clear, reliable shipping options can be the difference between winning a sale and losing a customer. Whether you’re shipping domestically or internationally, offering flexible and transparent delivery options encourages repeat business.

For local orders, speed and cost are key. Customers expect fast, affordable shipping — often within a few days. To meet these expectations:

• Offer multiple speed options (e.g., standard, express, or overnight shipping).
• Clearly display estimated delivery times at checkout.
• Provide tracking numbers so customers can monitor their orders in real-time.

If possible, consider offering free shipping. It’s a strong incentive for customers and can increase conversion rates. If offering it sitewide isn’t feasible, set a minimum order threshold to qualify.

Expanding globally? International shipping opens your business to a wider audience but requires some extra planning. Here’s how to simplify the process:

• Be upfront about customs fees and taxes. Unexpected costs can lead to abandoned carts.
• Partner with reliable carriers. Choose international shipping providers with good tracking systems.
• Consider region-specific fulfillment. If demand is high in certain areas, third-party fulfillment centers can speed up deliveries.

Not every customer wants home delivery, so offering flexible fulfillment can set you apart from competitors. For example:

• In-store or curbside pickup: This is a great option for businesses with a physical presence.
• Dropshipping: For a low-risk way to sell products without managing inventory yourself, consider dropshipping.
• Third-party logistics (3PL): Using a fulfillment center can streamline shipping and scale your operations.

When selling online, your product listing pages are your virtual sales team. They need to capture attention and give customers the confidence to click “buy.” A strong product page combines clear, engaging descriptions with high-quality visuals to show what makes your products worth purchasing.

People shop with their eyes. High-quality images can make the difference between a sale and a missed opportunity. Make your visuals stand out with these best practices:

• Use high-resolution photos. Blurry or pixelated images make products look low quality.
• Show multiple angles. Let customers see your product from different perspectives.
• Include lifestyle shots. Show the product in action to help buyers visualize how they’ll use it.
• Use consistent lighting and backgrounds. A clean, professional look builds credibility.

If possible, include a zoom feature or 360-degree views to help customers examine details up close.

A good product description may start with a list of features, but it also serves as a persuasive pitch that highlights benefits. Here’s how to write one that sells:

• Focus on the customer. Instead of just listing features, explain how the product solves a problem or improves their life.
• Keep it concise. Customers scan, so make descriptions easy to read with bullet points and short paragraphs.
• Use SEO-friendly language. Include relevant keywords naturally to improve search rankings.
• Highlight key selling points. Mention standout features, materials, or special offers.

For example, instead of: “This is a stainless steel water bottle.”

Try: “Stay hydrated on the go with this sleek, double-insulated stainless steel water bottle — designed to keep drinks cold for 24 hours or hot for 12.”

An optimized product listing increases conversions and reduces customer hesitation. Once your store is stocked with compelling listings, it’s time to drive traffic with a solid marketing strategy.

You could have the best product in the world, but you won’t make sales if no one knows about it. Marketing is how you bring customers to your store — and turn visitors into buyers. A strong ecommerce strategy combines content, advertising, and customer engagement to keep your brand top of mind.

Creating valuable ecommerce content helps attract potential customers and improves your search engine rankings. Start by writing blog posts that answer common customer questions. You can also provide buying guides or share industry insights to demonstrate your expertise.

Don’t forget to leverage social media. Post engaging content on platforms where your audience spends time, using a mix of product customer stories and interactive posts.

High-quality content positions your brand as an authority and keeps customers engaged both before and after their first purchase.

Organic marketing takes time, but paid advertising can put your store in front of the right audience immediately. The key is targeting the right people with the right message. Consider these options:

• Google Ads: Target people actively searching for products like yours.
• Facebook and Instagram Ads: Reach highly specific audiences based on interests and behaviors.
• Retargeting campaigns: Show ads to people who visited your store but didn’t buy, reminding them to complete their purchase.

Start with a small budget, test different ad creatives, and adjust based on what performs best.

A strong email list is one of the most valuable assets for an online business. Unlike social media, where algorithms control visibility, emails go direct to the consumer. To use email effectively, start by sending welcome emails that introduce your brand and offer a discount to encourage first-time purchases.

Keep customers engaged by promoting new arrivals and exclusive deals, ensuring they have a reason to return to your store. Abandoned cart reminders can also be a powerful tool — sometimes, a simple follow-up email is all it takes to recover a lost sale.

Personalization is key, so use customer data to send tailored recommendations and special offers based on their interests and past purchases. Marketing isn’t just about attracting new customers but about keeping existing ones coming back.

Treat your online store launch like a grand opening event. You wouldn’t just unlock the doors and hope people wander in — you’d spread the word to build anticipation, and plan for weeks to make sure everything runs smoothly. A well-planned launch can attract customers and give your store the momentum it needs to grow.

A successful launch starts before your store officially goes live. Building excitement in advance means that when you open your virtual doors, shoppers are already eager to buy. One way to generate anticipation is by creating a waitlist that offers exclusive discounts or early access to those who sign up.

Teasing your products through behind-the-scenes content, sneak peeks, and countdowns on social media can also spark curiosity and engagement. Partnering with influencers or industry leaders helps expand your reach, introducing your brand to a wider audience.

The goal is to build momentum so that when your store officially launches, you already have a pool of interested shoppers ready to make a purchase.

Partnering with influencers can quickly expand your reach, especially in niche markets. Here’s how to do it effectively:

• Choose influencers who align with your brand. Look for creators whose audience matches your ideal customers.
• Offer free products. Let influencers experience and showcase your products authentically.
• Use affiliate marketing. Provide unique discount codes or referral links so influencers get a commission for every sale they drive.

Even micro-influencers (those with smaller but highly engaged audiences) can have a big impact on your launch, and a strong launch sets the stage for long-term success. But getting customers is just the first step — keeping them coming back is where the real growth happens. That’s where excellent customer service comes in.

No matter how great your products are, poor customer service can drive customers away. And while solving problems is where customer service starts, it should extend to building relationships and turning one-time buyers into loyal customers. Happy customers return and recommend your store to others.

Keeping customers engaged after their first purchase is key to long-term success. A loyalty program rewards repeat buyers and incentivizes them to choose your store over competitors. Consider offering:

• Points-based rewards: Customers earn points for purchases, referrals, or social shares that are redeemable for discounts.
• Exclusive perks: Offer early access to new products or VIP discounts for loyal shoppers.
• Referral incentives: Encourage existing customers to bring in new buyers by rewarding both parties with discounts or credits.

Customers want fast, convenient ways to get help. Providing multiple support options ensures they can reach you in the way that suits them best. Some popular options include:

• Live chat: Real-time responses can quickly resolve questions and boost sales.
• Email support: Email is great for handling more detailed inquiries.
• Social media support: Many customers prefer reaching out through platforms like Instagram, Facebook, or Twitter.
• Comprehensive FAQs: A well-structured FAQ page can answer common questions without customers needing to reach out and wait for a response.

Your customers are a valuable source of insights. Actively collecting and acting on feedback helps you refine your products and the overall shopping experience. Here’s how to do it effectively:

• Send post-purchase surveys. Ask customers about their shopping experience and product satisfaction.
• Monitor reviews and social media mentions. Respond to both positive and negative feedback to show you value customer opinions.
• Track support trends. If multiple customers report the same issue, it may be a sign that something in your store needs improvement.

When customers feel valued and supported, they’re more likely to buy again and become ambassadors for your brand.

Launching a successful online store is all about strategy. It requires the right tools and a strong marketing plan. The right ecommerce platform can simplify everything — from setting up your store to managing inventory and customer relationships.

That’s where Commerce Cloud comes in. Designed to help businesses of all sizes sell smarter and scale faster, it provides the reliability, flexibility, and out-of-the-box tools you need to turn your online store into a thriving business.