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Having your own online store is becoming an increasingly popular and attractive business venture. These days, with the ease of access to a variety of products, the ability to import them economically, and the simple process of creating digital products, many entrepreneurs are considering starting an e-commerce business.
An online store is a product that simply has to run smoothly, to be constantly available to users.
It is a platform that functions on the basis of specialized software, allowing customers to make purchases, choose a delivery method and process payments. For the retailer, the platform offers functions such as adding new products with prices, photos and descriptions, managing orders and analyzing sales data when integrated with external systems such as Baselinker or a CRM system.
Deciding on the right platform for your online store is crucial because it involves an investment in technology and solutions that are expected to work for you every day. See how not to burn through your budget on solutions you don't need.
These days, as Tomasz Starzyk, spokesman for Dun & Bradstreet Poland, points out, the e-commerce sector is experiencing significant growth. According to his statement to Rzeczpospolita:
The number of online stores could rise to 65,000 by the end of this year, indicating record growth in the industry.
If you are wondering how to open your own online store, it is important to focus on the technical, logistical, financial and marketing aspects. This article will help you get started in e-commerce, guiding you from the initial idea to the promotion of the finished store. It includes information on:
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Table of contents:
For many people, launching their own online store is the realization of a dream to make money doing what they love. For others, it is a natural step in the development of an existing business, allowing them to expand their existing offerings. Whatever the motivation, the decision to set up an online store offers numerous advantages, opening the door to virtually unlimited opportunities for entrepreneurs in both retail and wholesale.
Forecasts published by PWC indicate that by 2026 the value of the Polish e-commerce market will reach more than 162 billion zlotys. With annual growth rates of around 12%, Polish e-commerce is one of the most promising and fastest-growing e-commerce sectors in Europe.
The "E-commerce in Poland 2020" report prepared by Gemius reveals that 72% of Polish Internet users store online at the country's online stores. This means more than 20 million potential customers to whom you can target your offer. No other form of sales provides so much potential for business growth.
Starting to sell online is a logical step for stationary store owners, especially in the context of rising maintenance costs and inflation. By creating an online store, you can count on:
The report "In Crisis to E-Commerce 2022," compiled by E-Isba, indicates that 78% of consumers have moved their purchases online to optimize spending. The trend of moving sales online is evident in all sectors. Not having an online store means losing the opportunity to reach a wide range of potential customers and reducing earning potential.
Investing in an online store involves much lower costs than launching a traditional business. You save on renting space, you don't have to hire staff right away, and with the dropshipping option you don't incur the cost of buying products to start. As a result, setting up an online store has minimal financial risk.
The automation of sales processes offered by Sky-Shop makes it much easier to operate an online store, eliminating the need to manually process a lot of data. You don't have to enter customer data into the invoicing system or shipping labels yourself, check payment status, or update prices and inventory. The system automatically provides this information.
In addition, orders from different sales channels are managed through a single, central administration panel. Access to a mobile application, which allows you to constantly monitor orders and available inventory, allows you to work flexibly anywhere and anytime, increasing the convenience of doing business online.
Managing an online store requires simultaneous consideration of many aspects to provide a convenient shopping experience for customers.
The basic step is to choose the right e-commerce platform / store engine/ , which you should integrate with external payment systems, warehouse, payment system. Ideally, if you implement automation of shopping and customer notifications of order statuses.
Another important element is inventory management and shipping logistics. Many online stores maintain their own warehouses for fast order fulfillment. A popular alternative is the dropshipping model, where goods are shipped directly from the supplier to the customer.
Setting up an online store also involves complying with laws on online sales, including consumers' rights of complaint and return of goods.
Once the store is up and running, marketing activities and conducting business analysis are essential to increase the store's visibility and customize the offerings.
Most often, excellent business ideas are born out of passion. Your hobbies, interests or past work experience can inspire you to start your own online store.
Consider your skills and expertise. If you have expertise in a particular industry or possess unique skills, they can contribute to creating a unique online store that stands out in the marketplace.
Analyzing trends, such as through Google Trends or researching product popularity on search engines, can help identify the potential of different product categories and shape an attractive offer.
And don't forget about online stores that have succeeded thanks to original ideas, the use of innovative technologies or the popularity of their founders on social media.
Some interesting examples of online stores that have achieved success through original concepts include:
When choosing a name for your online store, it's worth betting on something short and easy to remember. You can do this by choosing words related to your industry, adding a prefix, or using online name generation tools such as panabee.com.
It is important to make sure that the name you choose is available as an Internet domain, is not already used by another store, and is not protected as a trademark. A well-thought-out name can help set your store apart from the competition and make it easier for customers to remember your brand.
Running an online store has many advantages that attract entrepreneurs to this business model:
Starting an online store requires careful planning and an understanding of important legal aspects. First, it is necessary to establish a business and complete the paperwork with the relevant authorities. Next, it is important to prepare the store to operate in accordance with consumer rights regulations, including drafting terms and conditions without prohibited provisions and providing secure payment methods.
Developing a solid business idea that will be the foundation of your online store is also key. Choosing a specific market niche and business model is crucial. Finding untapped market space or identifying customer needs can be the basis for standing out from the competition.
When looking for inspiration for your e-commerce business, you should focus on analyzing current market trends. Tools such as Google Trends or specialized SEO programs (e.g. Semstorm, Senuto, Ahrefs) can help you identify potential niches and popular products. Ideally, you should choose an area in which you already have experience, which will make it easier to enter the market and build credibility.
There are many ways to run an online store. For some, it is a full-time business, requiring direct involvement in order processing or hiring employees. Others may base their business on fulfilment services, which is the external handling of packaging and shipping of goods. Still others choose a passive business model, such as dropshipping, which allows them to operate without having their own warehouse. Choosing the right form of business depends on your available financial resources and how much time you are willing to devote to running and managing your store.
The choice of a business model for an online store should take into account the category of products sold. Some stores flourish only after several years of operation, while others quickly succeed in profitable niches. To find your niche, it's a good idea to study trends in foreign markets and see which products are popular while not yet widely available in Poland. Tools such as AMZ Scout for Amazon or TradeWatch for Allegro can be helpful in analyzing the most popular product categories on these platforms.
When planning to launch your own online store, it is also important to consider the time required for implementation. Using off-the-shelf solutions, such as e-commerce platforms, graphic templates or email templates, it may only take a few weeks to launch your store. On the other hand, if you plan to customize each element individually, the whole process can extend to several months. It is important that during this time you carefully develop a business strategy that will allow you to effectively enter the market and stand out among the competition.
When deciding on an industry for your online store, it is crucial to choose a field that matches your interests or experience. Such a decision will allow you to develop your store with more passion and commitment, which translates into higher quality content and differentiation in the market.
Also think about what might interest your potential customers and what products or services you can offer them. Knowing your audience's needs and preferences will enable you to create an attractive offer and adjust your store's design and functionality to meet market expectations. In an era of fierce competition in the e-commerce industry, even small details can play a significant role in winning customers and building a competitive advantage.
Using off-the-shelf e-commerce solutions can be cost-effective. Before starting work on an online store, it is important to prepare a detailed business plan that takes into account all costs associated with the operation of the store and development goals. A clearly defined plan of action will help achieve the desired results.
SWOT analysis
When planning, it is important to study the market and potential threats and opportunities, which can be done with a SWOT analysis. Learning about the business environment and market opportunities will allow you to better adjust your store strategy. Also, competitor analysis is crucial to understand the market trends and strategies that other players are employing. Some companies may focus on a wide range of products, while others focus on building a strong brand. Watching the actions of market leaders can inspire innovative solutions.
Choosing the right name for your online store is another important step. It should be easy to remember and associate with the products offered. Before making a final decision, it is worth checking whether the name is not already used by competitors or registered as a trademark. A well-thought-out name will be an effective part of your marketing strategy and allow you to stand out in the e-commerce market.
Starting an e-commerce business requires careful preparation and selection of the right platforms and tools to start selling online and ensure regulatory compliance. Here are the steps to take to launch your own online store:
Going through these stages will allow you to successfully start an e-commerce business and successfully develop your own online store.
Choosing the right platform for your online store is a key step in its creation. You can choose between two main types of e-commerce platforms: open source and ready-made SaaS solutions.
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Turnkey e-commerce platforms (SaaS)
These platforms are available immediately, without a lengthy setup process. They come with powerful features such as payment modules, courier shipping and sales analysis, making it much easier to put up a store. Their operation is simple, and you can count on technical support in case of problems. Prices for such solutions start at a few tens of pln per month and can increase depending on the size of the store and the functionality offered. The advantage of these platforms is the predictability of costs and the ability to tailor packages to the current needs of the business. Despite the ease of use, off-the-shelf platforms may offer less customization. If specific extensions are needed, they can be customized by the software provider.
Platformy Open Source
It's free software such as WordPress with WooCommerce plugin, Magento or PrestaShop that offer full control over the source code. A variety of themes and plug-ins allow you to extend the functions and customize the look of your store to your preferences. These solutions are more flexible, but require more work and technical knowledge. Although the basic version of the software is free, add-ons often come at a cost, and customizing and editing the code requires programming skills. Potential hidden costs should also be taken into account.
Store on Facebook
As a complement, you may also consider launching a Facebook store. This social media integration will allow you to promote your products automatically and increase the reach of your business, attracting new customers. This is a great addition to a traditional online store that can expand your business with an additional sales channel.
Each of these options has its merits and needs to be considered before you make a final decision. The choice of platform should be consistent with your business goals, technical skills and budget.
Read also which online store platform to choose
Choosing and registering an Internet domain is a key step in setting up an online store. The domain is the address of your store on the web, so its choice is extremely important - it is the one that will be remembered first by your customers. Decide on a domain extension (e.g. .com, .pl, .eu) that matches the scope of your business.
Ideally, the domain name should be concise, easy to remember and reflect the name of your store or the type of products you sell. Make sure that the domain you choose is available and does not conflict with the names of other websites, especially those with a similar business profile. This will help you avoid possible legal problems and customer confusion in the future. Registering a unique and appropriate domain is an important step in building a recognizable and professional brand on the Internet.
Designing the aesthetics of your online store is a key aspect that affects the experience of your site visitors. When you design your online store, it is important to pay special attention to the design of the homepage, product presentation, shopping cart and other interactive elements. Good UX (user experience) practices are essential here, as thoughtful design not only presents the character of your brand, but also makes it easier for customers to navigate and improves their overall shopping experience.
There are two main design paths available: using ready-made templates or creating a custom graphic design. Ready-made templates are often a simpler and more cost-effective solution, allowing you to quickly launch your store with an already prepared look. Alternatively, custom graphic design allows you to create a unique and fully customized look for your store, although it requires more time and resources. The choice between the two options depends on your business goals, available resources and desired degree of personalization.
Ready-made templates for an online store offer a cost-effective and quick solution to launching an online store, but may have limitations in personalization.
Advantages of ready-made templates:
Disadvantages of pre-made templates:
Ready-made templates are a solution for those who are looking for a quick and economical way to launch a store, but are ready to accept some limitations in personalization and uniqueness.
Designing the UX/UI of one's own and consistent image of an online store allows for full personalization and uniqueness, as well as excellent online association of the store. However, it is a more time-consuming and costly process, requiring cooperation with professionals with a track record of realizing not only beautiful designs but, above all, functional and thoughtful in terms of UX.
Advantages of custom graphic design:
Disadvantages of individual graphic design:
Custom graphic design is an option for those who are looking for a unique, fully customized online store design and are willing to invest more time and money in creating it.
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Establishing a business is an indispensable part of the process of launching an online store. Such a business can take the form of a sole proprietorship or a partnership, depending on the needs and plans of the entrepreneur.
Choice of taxation system
Registration of a company is possible online, and entrepreneurs can choose from various forms of taxation, such as general tax, flat tax or registered lump sum. Each of these forms of taxation differs in the way income tax is calculated, so it is worth considering which option will be most economically beneficial.
Another aspect is VAT. In some cases, entrepreneurs can be exempted from accounting for this tax, which is especially beneficial for small retail stores. This makes it possible to retain up to 23% of income, without having to remit it to the Internal Revenue Service.
In order to take advantage of the VAT exemption, certain conditions must be met:
If these criteria are not met, it is necessary to account for VAT. It is important to thoroughly familiarize yourself with the tax laws in order to choose the most favorable option and run your business correctly.
Registering your own one-person business is a process that can be done entirely online. The sequence of steps is as follows: initially, you register your business with the Central Register and Information on Economic Activity (CEIDG), then you report to the Social Insurance Institution (ZUS), and finally - if you are required to pay VAT - you register as a VAT payer. The whole process is simplified and friendly to prospective entrepreneurs.
Starting a business in the form of a limited liability company can be a favorable choice if you plan to cooperate with business partners or are interested in attracting investors. In such a case, you usually choose a limited liability company (Ltd.) or a simple joint stock company (PSA).
These legal forms offer a limitation of personal liability for the company's liabilities, which is their main advantage over a sole proprietorship. In practice, this means that the company is a separate legal entity with its own assets and can incur liabilities for its own purposes.
However, it is important to remember that operating a corporation involves more formal requirements, such as the obligation to maintain full accounting, which can generate additional costs and require more involvement in the management of the company.
Once your business and online store are up and running, the next step is to implement online payment systems for customers. Modern consumers expect fast and convenient payment methods, such as BLIK or online transfers. Integrating your store with such payment systems allows you to post payments instantly, allowing you to process orders faster. You don't have to manually verify each transaction, because the deposits are automatically registered, and your business account receives the total for all orders from a given period, already after deducting commissions.
In order to implement such systems, it is necessary to enter into an agreement with a payment service provider. Each of the companies offering these services has its own commission structure, and their offerings may differ in the payment methods available, including the possibility of paying in installments.
The most popular payment system providers are:
Choosing the right provider depends on the specifics of your store, customer preferences and the financial terms that best suit your business needs, it is also worth checking the commission and security of the platforms.
Integrating your online store with accounting software is key to efficient and effective business accounting. Such solutions allow you to automate many processes, such as invoicing, tax billing management, expense monitoring and electronic transmission of sales documents.
Some of the popular accounting programs that are often chosen by online store owners are:
The main advantage of these platforms is their ability to automate documentation-related processes. The accounting software automatically retrieves information about transactions made in the online store and assigns a corresponding sales document, such as a receipt or invoice, to each transaction. These documents are then either saved in the accounting system or automatically emailed to customers.
For online store owners, this means that every transaction is properly documented and the accounting process is largely automated. Eliminating the need for manual data entry reduces the risk of errors and saves time for daily operations.
Integrating a store with accounting software can be done in a number of ways, often with special integration keys or dedicated applications that ensure the smooth flow of data between systems. This makes accounting processes and financial management more efficient and less time-consuming.
Integration with courier services is a key aspect of running an online store, as they are the ones that enable instant delivery of products to customers. Fast delivery is often the deciding factor for many customers when choosing a store.
For the successful operation of your e-commerce store, it is necessary to implement a shipping management system. Courier services for online stores typically include:
Integrating a shipping system with your online store allows you to automate and streamline the shipping process, making logistics management much easier.
In Poland, the most common courier services chosen by online stores are:
Choosing the right courier service provider should be tailored to the needs of your store and the expectations of your customers. Ensuring reliable, fast and convenient delivery is key to building trust and customer satisfaction.
Every online store should have clearly formulated rules of procedure and privacy policy. The terms and conditions define the rules for the sales process, including delivery, complaints and the conditions for withdrawal from a remote purchase agreement. The privacy policy, on the other hand, informs customers about how the store collects, uses and protects their personal data.
These two documents must be easily accessible on the store's website so that customers can easily consult them. Their clarity and transparency provide customers with a sense of security, giving them confidence that their transactions and personal information are protected and handled in accordance with applicable laws. This is key to building trust and credibility of the store in the eyes of customers.
Preparing adequate RODO (General Data Protection Regulation) documentation for an online store is essential to ensure the protection of customers' personal data. RODO regulates the collection, processing and storage of personal data, imposing obligations on controllers of such data, including online store owners.
Under RODO, a number of measures and procedures must be implemented, including:
The most common mistakes in this regard are:
Ensuring full compliance with RODO requires careful thought and implementation of appropriate procedures to avoid potential penalties and increase customer confidence.
Once the necessary preparations have been made, it is time to add products to the online store. Depending on the nature of your business, your offerings may include:
Each product should be described in detail and convincingly, presenting its features, strengths and user benefits. It is also important that the product page include high-quality photos to help customers make a choice.
Proper categorization of offerings is key, as it makes it easier for customers to search and select products according to their needs and interests.
As for the number of products in the store, it depends on the specifics of the business. If a store offers a variety of products available elsewhere, a wide assortment can be an asset. On the other hand, stores specializing in a particular niche or offering proprietary products may focus on fewer unique items, often offered at a higher price.
Search engine optimization (SEO) of an online store includes various methods and strategies to increase the visibility of a website in search results, such as Google.
According to Demand Sage's report titled. "139 SEO Statistics for 2023," as many as 75% of Internet users do not look beyond the first page of search results.
Therefore, effective SEO for an e-commerce store can significantly improve its chances of increasing sales. As part of SEO efforts for your online store, you can focus on:
If you're still wondering if you can handle it or want to entrust the task of setting up a store to a professional, it's worth seeing what our digital agency has to offer.
Before promoting your newly established online store, it is crucial to make sure it is fully ready to serve customers. If the store is not ready, there is a risk that a potential customer, attracted by an advertisement, will quickly leave the site without making a purchase, which can lead to inefficient use of the advertising budget. Before implementing promotional campaigns, make sure that:
Google Analytics is an essential tool that will help you monitor the effectiveness of your advertising efforts, providing data on conversions and when customers abandon purchases. By properly configuring this free tool, you will gain access to valuable information that will help you optimize your store's promotion strategy.
Promoting an online store involves using a variety of marketing strategies to increase its visibility, website traffic and ultimately sales. There are many effective methods of promotion, including:
A creative approach to these activities often yields excellent results in promoting an online store.
If you dream of having people searching Google for the products you offer come across your online store, SEO will be your key tool. The proper use of SEO strategies, available on the Sky-Shop platform, will enable you to stay ahead of the competition. Here's what you should know about SEO for your online store:
Factors that have a direct impact on a store's natural visibility include unique content, both text and graphics, linking profile and technical aspects of the site.
Building a marketing strategy will allow you to set business goals and a roadmap of marketing activities for the near and long term. Before starting any activity, define and write down:
Then, set specific goals for the coming quarter, such as the number of unique visits to your site or the number of mentions on social media, especially if you offer a unique product. Remember that even a basic marketing plan will allow you to be more intentional and organized, rather than working by trial and error.
Launching an online store is just the beginning of sales opportunities. Your potential customers search for and purchase products in a variety of places - from search engines, to price comparison sites, to the actual purchase transaction. That's why it's important that your offerings are available as part of a multi-channel sales strategy. It's worth considering expansion into additional distribution channels at the e-commerce stage, which can significantly increase your revenue.
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Managing an online store involves many diverse and important tasks. These include:
The costs associated with opening and running an online store vary and depend on many factors, such as the type of industry, the size of the store, and the range of features needed. They can be divided into costs associated with setting up, operating and promoting the store:
Startup costs for an online store:
Ongoing costs of running an online store:
Online store promotion costs: Promotion expenses can vary widely depending on the scale and scope of marketing efforts. According to Gartner's May 2023 data, average marketing budgets in the retail industry are about 10% of a company's revenue.
Setting up an online store with no initial capital is possible, although it requires a creative approach and choosing the right business model. One popular solution is dropshipping, which allows you to sell products without physically owning and storing them. You can also use free open source e-commerce platforms, such as WordPress with the WooCommerce add-on.
Starting an online store on your own without funding, however, requires adequate technical knowledge and skills, especially in software configuration and online marketing. It is important to remember, however, that such an online store may not be very profitable at first, and that running it involves covering various fees, such as commissions on sales on external platforms or costs related to promotion and advertising. Most of the costs can be minimized, but it is difficult to avoid them altogether.
Starting an e-commerce business without officially registering a business is possible, but limited to so-called non-registered business. This option allows you to operate an online store until you reach a certain revenue limit, after which it is necessary to establish a business within 30 days.
This form of business can be attractive to people who want to test the e-commerce market and test the potential of their business idea without immediately committing to a full-scale business.
However, it is important to remember that even when operating an unregistered business, an entrepreneur must comply with applicable laws, including those relating to consumer rights and accounting for income taxes. This means that regardless of the form of the business, adequate preparation and understanding of legal and tax obligations is necessary.
The decision to close an online store can be due to various reasons. The most common is the unprofitability of the business, that is, when the costs of running the store exceed the profits generated. Another reason could be changes in legislation or an increase in customs fees, which negatively affect e-commerce operations. An example of such a situation is Brexit, which prompted many companies to stop selling to the British market.
Running an e-commerce store in a highly competitive industry with limited financial resources can also prove unprofitable. The high cost of the initial investment and maintenance of the assortment can quickly outstrip available financial resources.
Legally closing an online store requires consideration of several important legal issues:
Respecting consumer rights: Even after your store has been discontinued, you must respect consumer rights, including the right of withdrawal or warranty guarantees.Communication with customers: It's a good idea to inform customers of the store's termination, assuring them that their rights will be preserved.The possibility of selling the store: If you can't continue the business, consider selling the store. It may find a new owner ready to expand the business or be attractive to competitors.Terminating an online store is a serious decision that requires thoughtful action and consideration of both legal aspects and communication with customers.
To open your own online store, the first step is to register a suitable domain that will be the address of your online store. Then you choose the right software and start the process of launching your store. In the next step, you configure the store's appearance, add products to your offerings, and adjust delivery and payment settings. These are key steps in the process of setting up an online store.
The costs associated with running an online store in 2024 range from 200 to 500 zlotys net per month. If, in addition, you plan to hire employees to operate your store, you must expect to pay at least the minimum wage prevailing in the market.
Setting up an online store is undoubtedly profitable. E-commerce is one of the fastest-growing industries, as evidenced by the numbers: last year, the total value of online sales reached an impressive gross amount of more than 105 billion zlotys.
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