7 Ways to Create a Successful E-Commerce Shop on Your Blog
A burgeoning trend in the blogosphere is to sell items alongside editorial content. Some bloggers are putting their old designer clothes up for sale, others are posting their vintage finds, and a few are even creating and customizing their own items. Launching an e-commerce site is a natural and organic way to boost your brand while building a business. If your readers love your style, and you translate that style into your shop, it's likely that those readers will become customers. We asked four experts to share their advice on how to court customers without isolating readers.
1/8Selling products is a smart way to connect with readers, profit off of your fashion blog, and enhance your brand. Learn how to market your store by building an online community around your items.
Photo: Elizabeth's neon camping cord bracelet, $30.2/8Carefully Select Your Products
"First and foremost, sell something that you’re passionate about," says career expert Natalie MacNeil, author of She Takes On the World: A Guide to Being Your Own Boss, Working Happy, and Living on Purpose. "One of my key tips is to start off selling one product. Maybe it’s a special handbag that you’re making in different colors. Maybe it has a slogan on it that you can create a movement around. Look at how you’re going to do something differently from everybody else, and aim to become known for that one product."
"The first step is to figure out what you want to sell and if there is a desire for that product," says blogger Elizabeth Monson, who makes and sells camping-inspired jewelry and accessories through her Etsy store. "Step two is to choose a platform! There are several (mostly) free options out there to try. Make sure that what you are selling fits with the point of view of your blog."
Photo: A model in Ashley's vintage 1970's floral-print tiered dress, $68.3/8Connect Your Products to Your Editorial Content
"I usually wear the vintage clothing that I sell on my blog as a form of advertisement—and also because I truly love the clothing," says Steffy Kuncman, who sells her re-worked vintage clothing through Steffys Pros and Cons. "I add a product link at the bottom of each post, and my readers have the opportunity to purchase what I have on. I think it is a fun way to bond with my readers over our mutual love for clothing."
"My shop, which is run through Etsy, is slightly separate from my blog, but I often feature products in posts featuring my outfits or in my nail art posts," says Elizabeth. "I also link to the shop in the top navigation of my blog and promote it through my social media channels."
"Vintage is a part of everything that I do," says Ashley Ording, the blogger behind who sells her handpicked vintage pieces through her Etsy store. "The shop is an extension of the blog because every single item that I sell is something that I love."
Photo: Steffy showcasing her "vintage half white, half polka-dot dress that includes a matching polka dot belt," $35.4/8Avoid Bombarding Your Readers
"I used to post what is 'new in store' each week, and have slowly been doing that less," says Steffy. "I aim to keep my blog light, airy, and focused on my personal style— and to leave the store as the business side of it."
"I try to keep my shop-related posts to a minimum of one per week because I think the editorial content is more important," says Ashley.
Photo: Elizabeth's neon camping cord bracelet, $30.5/8Create an E-Mail List
"It’s important that you have a mailing list so you’re not filling up your blog up with your own products," says Natalie. "If people are opting into your email newsletter, it’s because they want to hear from you, whereas people visiting your blog may not want to know about your latest sales promotion. Sending out a weekly or monthly newsletter allows you to talk directly to your customers, and you can survey them so that you know that you’re creating products that they want to buy and include them in the process. Services like MailChimp make it so when people visit your store, they can opt into your list. Emailing once a week is a good practice; people don’t want to hear from you too often."
"I stay in touch with customers via my blog, Etsy’s messaging tools, and email," says Elizabeth. "It is a great idea to create an email database to update your customers with new information, but you don’t want to start spamming."
Photo: Steffy in her "sweetest navy and white floral dress with a Peter Pan collar and two bows in the front," $39.6/8Reward Loyal Customers
"At the beginning stages, a lot of people don't have a budget, so word of mouth is so powerful," says Natalie. "Think about what will make your customers happy. Would they like a 20 percent off discount? Is there a small product that you can send customers as a gift when they've referred five people? The key is to make people feel special and remind customers that they matter to your brand."
Photo: A model in Ashley's vintage 1980's plaid button-up shirt with Peter Pan collar, $45.7/8Add New Products Regularly
"I think that being consistent is the most important thing," says Ashley. "I update at least once a week, and then promote the new items in a weekly blog post. I think that the readers appreciate this regularity, as long as it doesn't take over the blog."
Photo: Elizabeth's neon camping cord fishtail bracelet, $30.8/8Identify and Target Your Audience
"Who is going to buy your product? Is it female college students? Get very specific about your demographic so that you can find these people online through social media," says Natalie. "Look at who follows your competitors, and go through their lists and follow those people. Building a community is the most powerful thing that you can do online, and having that community on a list and on your social media profiles is how you build a brand today. All the tools are right there at your fingertips."
"The benefit of e-commerce is that you can sell anything without having a physical store," says Elizabeth. "The goal of my blog isn't specifically to profit. The shop is really just an extension of the my blog. Of course I hope my readers like my products, but if not not, I still value them as readers."
