How to decide on your primary sales channels

Deciding where you’ll sell your products is one of the most important early decisions you'll make. This choice directly impacts your startup costs, your daily workload, and how you find customers. You can sell online, in person, or use a mix of both. The best approach is to start with the channel that best fits your product, budget, and target customer, and then expand from there.

Online Sales Channels

Selling online allows you to reach customers across the UK and beyond, often with lower startup costs than a physical shop.

Your Own E-commerce Website

This is your dedicated online shop. Platforms like Shopify, Squarespace, or Wix make it straightforward to build a professional-looking site without needing to be a tech expert.

• Pros: You have complete control over your brand, products, and customer relationships. You don't pay commission on sales to a third-party marketplace.
• Cons: You are responsible for generating all your own traffic through marketing, which takes time and money.

Online Marketplaces

These are established websites that host thousands of individual sellers. Think of platforms like Etsy for handmade and unique goods, Amazon for a huge variety of products, or eBay for new and second-hand items.

• Pros: You get access to a massive, existing base of customers who are already looking to buy.
• Cons: You will pay listing fees and a commission on every sale. You are in direct competition with thousands of other sellers on the same site, and you have less control over your branding.

Social Commerce

This involves selling directly through social media platforms like Instagram Shopping, Facebook Shops, or TikTok Shop. It allows customers to buy your products without ever leaving the app.

• Pros: You can sell directly to your followers in a space where they are already engaged with your brand.
• Cons: It works best when you already have an established social media following. It can be more complex to manage orders and stock without a proper e-commerce site backing it up.

In-Person Sales Channels

Selling face-to-face is a fantastic way to build personal connections with customers and get instant feedback on your products.

Market Stalls

A classic starting point for many small businesses. Selling at local craft fairs, farmers' markets, or weekend markets is a low-cost way to test your products and business idea.

• Pros: Very low initial investment compared to a shop. Great for getting direct customer feedback and building a local following.
• Cons: Can be weather-dependent and physically demanding. Sales can be inconsistent from one market to the next.

Physical Shop

This is the traditional high-street retail model. It requires the biggest financial investment but offers a permanent, branded space for your business.

• Pros: High visibility and footfall if in a good location. You can create a unique brand experience for customers.
• Cons: Very high overheads, including rent, business rates, utilities, and staffing. It's a significant long-term commitment.

How to Choose the Right Channel for You

Don't feel overwhelmed by the options. Ask yourself these four key questions to find your ideal starting point:

1. What is my product? If you sell large, heavy furniture, a physical shop or local market might be easier than shipping nationwide. If you sell digital downloads or small, easy-to-post items, e-commerce is a natural fit.
2. Who is my customer? Where do they already shop? If your target audience is young and tech-savvy, social commerce and e-commerce are perfect. If you're targeting an older demographic or a specific local community, a market stall or physical shop could be better.
3. What is my budget? Be realistic. A market stall and an Etsy shop are very affordable to start. A full e-commerce website is a moderate investment, while a physical shop is a major financial undertaking.
4. What are my skills and time? Do you have the time to run a market stall every weekend? Are you comfortable with the technology needed to manage an online store? Choose a channel that plays to your strengths.

Top Tip: You don't have to choose just one! A very common strategy is to start online with an Etsy shop while also selling at local markets on the weekend. This "multi-channel" approach allows you to test the waters, build your brand, and see what works best before committing to a bigger investment.