Want to sell more and reach new audiences? Running an offline store alone won't translate into the same business impact it did a decade ago. Online sales are the foundation. What does it involve? How do you run it? How do you start e-commerce? What tools can you use? We've prepared a compendium with all the information you need.
From this text you will learn:
- what is online sales,
- how to sell online and choose the right business model,
- what running an online store might look like from a technological and logistical perspective,
- what potential customers expect and how to build their loyalty.
Online sales – what does that mean?
Online sales are the distribution of goods or services via all types of online channels. While online shopping was once a technological "novelty," it has now become the norm.
Online sales in Poland – increasingly popular
As the report "E-commerce in Poland 2024" shows:
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- 78% of Internet users (of which there are about 30 million) declare that they shop online,
- over 75% choose shopping at Polish online stores, and only 36% choose foreign ones,
- people from all over the world buy online different age groups – Interestingly, over 35% of consumers who shop online belong to the 50+ group.
E-commerce is booming because Poles appreciate the 24/7 availability of online stores, the lack of a trip to the store, and lower prices than in brick-and-mortar stores. These statistics alone demonstrate the current potential of online sales. The forecasts also speak for themselves. A PwC report shows that the Polish e-commerce market will grow steadily by 8% annually until 2028 , reaching PLN 192 billion by then. So if you're wondering if owning your own online store is a good idea, the answer is: YES. It could be your path to success!
How to start selling online?
Starting an online business requires going through several stages to plan a successful business. The most important are:
- market research,
- specifying the type of product being sold,
- clarifying the target groups and the brand's USP,
- choosing an online sales model and – therefore – logistical issues,
- matching the type of e-commerce platform and integration,
- marketing and promotion of the online store.
Let's take a closer look at each of these steps.
Step 1: Market research for online sales
Before you start selling online, you need to carefully consider what's worth selling . Answering this question can be more difficult than it seems. First and foremost, you need to define the product categories you offer for online sale . You can fit into one of the most popular categories. Currently (and for several years now), these include:
- clothing, accessories and additions,
- footwear,
- cosmetics and perfumes,
- travel, reservations,
- consumer electronics, household appliances and mobile devices and related accessories,
- pharmaceutical products.
It's worth remembering, however, that many merchants in these industries conduct online trading. Therefore, you need to find a way to compete with them and ensure effective online sales. Nevertheless, if online sales are a completely new business for you, it's worth focusing on one of the above categories.
Before you open your own online store, do some market research. Find out how many similar online stores are operating, what makes their offerings stand out , and potentially what their marketing budgets are. Then, consider what you can offer potential customers to encourage them to shop with you online . This is the first step in finding your USP.
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Step 2: Determine the type of products you will sell
You already know the most popular product categories purchased online. Which one will you find your niche in? Remember! You don't have to offer what everyone else is offering. For example, start by focusing on an area where your online store will reach a small but engaged audience. Adopting this strategy can make it easier for you to gradually build strong online sales.
What if you already run a brick-and-mortar store? In that case, focus on distributing these products when selling online. The reason is simple: you've already "paving the way" with manufacturers and suppliers and know your market. It will be easier for you to answer customer questions and provide high-quality service.
Step 3: Determining the target groups of your online store
You can't run an online store that suits everyone. That's completely unrealistic. Your offerings will appeal to a specific customer segment —those whose needs you can address. So who will they be?
Note! To increase sales and acquire new customers online, defining the demographics of your target groups isn't enough. The better you understand who you want to reach with your offer , the more effectively you'll close subsequent deals. So, who will your customers be? Are they more likely to be looking for the cheapest solutions, or are they more likely to expect premium products and expert advice? Consider how you will communicate with them and what values you will convey.
Although these speculations seem very theoretical, if you open your own online store without defining these issues, it may be difficult for you to stand out in the e-commerce industry.
Once you understand what you want to sell, to whom, and why, you'll also define your brand's USP , or unique selling proposition. This is the key feature that, when skillfully communicated, will allow you to conquer the market.
Step 4: Choosing an online sales model
How to sell online? One way to answer this question is to focus on the model in which your e-commerce will be conducted. In this context, it's worth paying attention primarily to logistics . More specifically, it's a question of whether you will be selling goods :
- your own – e.g. independently produced or assembled,
- stored in our own e-commerce warehouse, with our own logistics,
- in the fulfillment model, in which you transfer storage and shipping tasks to an external partner,
- in the dropshipping system, in which your online store will be a de facto sales platform for online wholesalers.
Each of these options has its pros and cons.
Selling your own products (DIY)
When selling self-made products, for example, in a DIY model, you can expect a high margin. At the same time, distribution volume will be relatively low. This model can be a good starting point for someone who already has a customer base interested in the products they create (e.g., personalized cake decorations) and treats the business as a sideline.
In this scenario, your own online store will initially generate supplemental, rather than primary, income. However, running it won't generate high costs.
Online sales with your own e-commerce warehouse
Your own e-commerce warehouse, managed by you and/or your team, is a good solution if you're planning a small- or medium-scale online store . Handling logistics on your own can be costly. These costs include both renting storage space and providing warehousing services. These costs aren't always cost-effective, especially since logistics centers offer favorable terms of cooperation.
Online sales in the fulfillment model
Fulfillment is a model in which a logistics center handles most of the storage and packaging of products, as well as the picking and shipping of orders. Such a company can also handle returns. In this case, you're responsible for:
- "fine-tuning" cooperation with producers/wholesalers - delivery of products to the indicated logistics center,
- customer service from the sales side – contact with them, advice, and running an online store.
This option saves you time and money on logistics (although the fulfillment option also generates costs). You can then focus on effectively selling your products and serving your customers.
E-commerce in the dropshipping model
Dropshipping is an online retail model in which you sell goods belonging to another entity—usually an online wholesaler. Your online store acts as a "front door" and an additional sales channel. You're only responsible for promoting your business and acquiring customers, but you're not concerned with product sourcing, delivery, or returns. This option is a good choice for those who want to start their own online store as a side business. In theory, this option also doesn't require a large initial investment. In practice, however, dropshipping stores typically operate with low margins, compete on price, and spend significant budgets on marketing and branding.
Step 5: Choosing an online sales platform
There are two basic ways to trade online: through your own online store or directly on a marketplace . Each option has its advantages and disadvantages.
How to sell online – marketplace
The first answer to the question of how to sell online is a marketplace. It's a platform that connects sellers (merchants) with buyers. It provides a complete set of tools for conducting online commerce, such as processing orders, accepting payments, and managing logistics. Therefore, the advantages of a marketplace include:
- easy access to a large audience – the most popular marketplaces in Poland include Allegro and Amazon; the former is used by over 20 million people, so you can be sure that you can compete for a large group of customers,
- quickly build trust – when running your own store, you sometimes have to spend years developing your own brand; when selling online on a marketplace, you don't face this challenge,
- low entry threshold – you don't have to build an online store from scratch, i.e. design and implement a website, buy hosting, domains, and fight for visibility on Google; you gain access to basic tools completely free of charge,
- ease of management – as a seller, you can focus on e-commerce, not on the “technical stuff” related to payment processing or logistics organization.
However, remember that selling online through a marketplace isn't without its drawbacks. You should be aware that it will involve:
- loss of some profits due to commissions that will have to be paid – most often they are collected only from finalized transactions, but they have a significant impact on your pricing policy,
- facing the competition in the same place – customers on the marketplace are primarily looking for specific products, not sellers; they choose the offer that is most advantageous, so you will need to, for example, lower the price or otherwise convince them to choose you,
- problems with building your own brand – it is difficult to build brand recognition on the marketplace because it gets “lost” in the crowd of other offers.
How to sell online – e-commerce platform and your own online store
The second option is to run your own online store – under a unique brand and independently. This solution also has its advantages and limitations.
The advantages of using e-commerce platforms and opening your own online store include:
- full control over the business model – the e-commerce platform can be precisely tailored to your sales vision and you are not limited by the marketplace capabilities,
- higher profits from completed sales – online trading under your own brand means no commission for the “intermediary”, such as Allegro or Amazon,
- the opportunity to build and develop your own brand – it is more profitable in the long term because it allows you to build customer loyalty.
The disadvantages of this solution are:
- higher entry threshold – you have to invest in the whole “technology”, i.e. setting up an online store; this involves quite large start-up expenses,
- challenges in gaining traffic – it will take a long time for your store to be positioned. You can, of course, use faster ways to acquire customers – for example, through Google Ads and/ or Facebook Ads, but to do this, you need to prepare an appropriate advertising budget.
It's worth remembering that there are several types of e-commerce platforms to choose from when it comes to online trading . The most important solutions are:
- Open Source Platforms, such as WooCommerce or Magento: they provide software with access to the source code and can be freely modified; they work with a number of plugins, e.g. those handling payments, and using them does not involve licensing costs; however, on the other hand, their implementation requires more technical knowledge and maintenance can be expensive,
- SaaS platforms, e.g. Shopify or Sky-Shop; they are available on a subscription basis and hosted in the cloud; they are valued primarily for their ease of setup and use and low initial costs; however, it is important to remember that if you stop paying the subscription for your online store, you will de facto lose it.
Which option you choose depends primarily on your business model, development strategy, and budget. If you need a more secure solution with lower startup costs, online sales via a SaaS platform is a better option. However, if you want scalable software that gives you complete control, consider an open source platform or go a step further: order a dedicated platform. However, the latter option comes with very high costs, which you should be aware of.
Step 6: formalities related to your own shop, i.e. business activity
This step is optional and only required for those just starting a business. To legally sell goods online, you must do so "in your business name." This is a requirement in most cases – unless you anticipate small sales that would allow you to operate an unregistered business (revenue of up to PLN 3,225 per month – as of the second half of 2024).
Most often, however, you need to register your business and, consequently, pay social security contributions. Remember that the general PKD code under which you can assign online sales is 47.91.Z. You can also use a more specific one, for example, 47.59.Z for furniture stores, and 47.71.Z for clothing stores. It's worth ensuring accurate registration to avoid problems with tax settlements.
Beyond business operations, it's also worth taking care of other important matters. These include online store documents . You need, among other things, store policies, complaints and returns policies, and GDPR-related documentation. Don't ignore these requirements. Online commerce is fully regulated by law, and you must comply with the obligations imposed by the legislature. Ignoring them can be costly!
Step 7: Logistics and payments for online sales
Equally important, even before you start selling online, is defining the terms and conditions . What does this mean in practice? You'll need to decide on issues such as:
- accepted payment methods – the more options you provide to customers, the greater the chances of acquiring them; therefore, it is worth using tools that allow them to pay by card, via BLIK and other payment systems, as well as via quick transfers; it is also good to have a system for paying in installments (when selling goods of higher value) and the option of payment on delivery,
- product delivery methods – Remember that effective online sales require fast and convenient shipping; therefore, it's worth providing customers with the option to pick up parcels, e.g., at courier service points or vending machines, and ensuring very efficient shipping (this is possible, for example, by using the fulfillment option).
Step 8: Online Store Marketing
Successful online sales begin with good marketing. Promoting an online store is a challenge, whether you operate your own e-commerce store or on a marketplace.
How to sell online? Marketing
The topic of online marketing is worth devoting a little more attention to. You need to be aware that, along with the growing interest in online shopping, the number of e-tailers is increasing . As a result, regardless of the industry, you face significant competition. Therefore, for an online store to sell, you need a good marketing strategy . Marketing buys you time, space, and the attention of the right audience. Ultimately, these are limited resources, and the number of companies that want the same thing as you—that is, bringing customers to their website—is growing. And this doesn't just apply to competitors. A single audience can be part of dozens of sales funnels.
You've already laid the foundation for a customer communication plan – you learned this lesson earlier when creating your e-commerce business plan. You now know what you want to sell, to whom (your target groups), and how you can differentiate yourself in the market. Now it's time to design tools that will help you acquire new customers, build loyalty, and increase sales.
Online store advertising
The first pillar of effective online sales is paid advertising. You can use it both on marketplaces and when running your own online store. Tools are available to instantly increase the visibility of your offers , thus increasing your chances of conversion.
The types of "ads" tools available depend on the sales outlet. For example:
- when you sell online on a marketplace, you primarily use internal system supporting product sales; these may include, for example, highlighting your offers in the search results list or on the portal's home page, an example being Allegro Ads;
- when you sell goods through your own online store, you can use a full range of tools such as Google Ads; sponsored links, promotion in search results or within display campaigns on various websites… there are really many options, and well-planned activities can translate into high ROI.
Also, remember that you can advertise your online store on social media . Various systems, such as Facebook Ads , Instagram Ads, and TikTok Ads , are available to help you increase the visibility of your offers and, consequently, sales.
Online store SEO
The second pillar of effective online sales is SEO optimization . This involves all activities that support positioning , and therefore good visibility in organic search results. This is especially important if you sell online through your own store, rather than through auction platforms. In such cases, striving for good visibility on Google is essential.
What can SEO optimization for an online store involve ? Important issues include:
- fast and trouble-free loading of the website, which may depend on, for example, the chosen hosting, as well as the transparency of the e-shop code and the selected e-commerce platform,
- a well-thought-out logical division of the website, e.g. a good map of categories and subcategories and an intuitive interface that will guide the visitor step by step towards the purchase,
- unique and well-written content – both on the home page and in the tabs with categories, subcategories and products,
- using appropriate meta tags, which will also help adapt the website to Google algorithm requirements,
- constant updating of the website, e.g. with new blog entries, which facilitate, among other things, SEO optimization for the so-called long tail.
SEO activities are more like a marathon than a sprint, but they are worth undertaking to sell more.
Online sales – communicating with customers via social media
In today's market, social media plays a crucial role in online sales. It's not just about buying paid ads on Facebook or TikTok , but also about running channels that engage your target audience . The more engaging content you provide, the greater the chance of increasing sales. It's worth being present where your customers are.
Customer service
Customer service isn't just a key element of the online order processing process. How you handle it also impacts your business's image and customer loyalty. Therefore, ensure your customers' experience when they place an order with you is the best possible.
This will be contributed to by:
- efficient and timely shipment of goods,
- aesthetic packaging of the parcel – e.g. in a branded box, with a thank you card inside,
- a good mailing system that will automatically send messages about changes in the order fulfillment status,
- appropriately planned service channels – e.g. hotline, chat, etc.,
- attractive loyalty programs – providing, for example, discounts on subsequent orders.
The better this entire process is planned, the greater the chance that the customer will leave a positive review and – even more importantly – come back again.
Online Sales – Summary
In summary, successful online sales are possible if you plan your activities carefully and ensure the entire operation runs smoothly. Before you begin selling online, remember:
- reasonable adjustment of the store's assortment,
- understanding your position in the market and your target groups,
- defining the USP of the online store,
- selecting the optimal sales model (marketplace or your own online store on the appropriate platform),
- ensuring appropriate logistics (own e-commerce warehouse, fulfillment or dropshipping),
- matching appropriate shipping and payment solutions,
- planning well-thought-out marketing activities.
Don't forget that to maintain successful online sales, you need to constantly develop your business and look for ways to attract new customers.
Frequently asked questions about online sales
The first step should be finding a suitable niche and researching market demand. You can source your products in several ways: produce them yourself, buy from manufacturers and wholesalers, or sell your products without your own warehouse (dropshipping).
The choice depends on your needs and budget. Beginners and those with less capital typically choose off-the-shelf software in a subscription model (SaaS, e.g., Shoper, Shopify). Companies requiring complete freedom, customization, and integration often opt for open source systems (e.g., WooCommerce, PrestaShop).
Every legally operating online store must have carefully prepared and legally compliant terms and conditions (including returns procedures, withdrawal period, and complaint policy) as well as a privacy and cookie policy that meets all GDPR requirements.
Dropshipping is a model in which the seller collects orders in their online store, but the physical storage, packaging, and shipping of the goods are handled by a third-party wholesaler. This is an excellent solution for beginners because it doesn't require tying up cash in inventory.
Simply setting up a store doesn't guarantee sales – the key is driving traffic to your website. The best approach is to combine immediate actions, such as paid Google Ads or Facebook/Instagram Ads campaigns, with a long-term visibility strategy, such as search engine optimization and positioning (SEO).
Summary
The above article covers the following topics:
- what is online sales and how does it work,
- the growing popularity of online sales in Poland,
- first steps in online sales,
- how to conduct marketing for online sales,
- social media as a communication tool in e-commerce,
- professional customer service in online sales.
