Selling products online: How to get started successfully in e-commerce

Selling products online is no longer just an option; it's the most important growth driver for many companies. More and more people are purchasing their items online, and this trend has become stronger than ever in recent years.

For customers, online shopping means convenient comparison, quick ordering, and flexible payment. For you as a retailer, it means enormous potential for reach, sales, and new target groups.

Small and medium-sized businesses, in particular, benefit from the ease of getting started online. With the right tools, you can put your first items online within hours. Whether you want to market handmade items, digital products, or an entire product range, the barriers to entry are low.

But selling successfully online requires more than just uploading a few product images. It's about developing a well-thought-out strategy, choosing the right platform, and setting up your shop professionally. Don't forget to optimize your online store, from loading speed to checkout.

In this article, you'll learn step by step how to sell products online, from idea to setup to scaling.

Sell ​​products in-store or online?

If you want to market items, you're probably asking yourself: Should I start in-store or digitally? The biggest advantage of selling online is the reach. With a brick-and-mortar store, you only reach customers in your local area, whereas online you reach millions of buyers, both nationally and internationally.

Another advantage: Your business operates 24/7. Customers can order at any time, regardless of store hours or holidays. Online shopping is a decisive factor, especially for busy people .

Additionally, you can sell items online without the high fixed costs for rent, equipment, or staff that come with brick-and-mortar stores. But it's not just the reach and costs that speak in favor of selling online. The variety of options is also a plus.

Particularly popular are:

• Physical products: clothing, jewelry, electronics, home & living.
• Digital products: e-books, digital courses, software, music.
• Print-on-demand: books, shirts, posters, customized to customer requirements.
• Handmade: Unique items and creative products via platforms like Etsy.

Of course, there are also target groups that are easier to reach online. Young consumers clearly prefer online shopping, while older customers have also increasingly built trust.

While brick-and-mortar stores offer the advantage of personal contact and direct product experience, digital sales allow you to scale your brand much faster.

According to a study by the German E-Commerce and Distance Selling Association (BEVH), sales in German online retail rose to €80.6 billion in 2024 , an increase of 1.1 percent over the previous year. This means that e-commerce maintains its share of around 10 percent of total retail and demonstrates that digital business is growing steadily even in challenging times.

That doesn't mean that brick-and-mortar stores no longer play a role; on the contrary, the combination of online and offline ( omnichannel ) is the strongest strategy for many retailers. If you're starting with a limited budget, it often makes more sense to learn how to market your products online before investing in a brick-and-mortar store.

Platforms at a glance: Marketplaces, shop systems & social media

If you want to market products digitally, you can choose from various channels. These include large marketplaces, your own shop systems, and social media platforms. Each option has its own advantages, disadvantages, and unique features.

Marketplaces: Amazon, eBay, Otto & Kaufland

Marketplaces are one of the fastest ways to market items digitally. Millions of potential buyers are active there every day, making it perfect for gaining reach and generating initial sales. Getting started is straightforward, as you don't need to set up your own store infrastructure.

Instead, you leverage the platform's existing reach, trust, and technical environment. This makes marketplaces particularly attractive for beginners who want to test their products and for retailers looking to reach new target audiences.

Amazon Marketplace: Products, reach & logistics advantages

Amazon is the world's largest online marketplace and often the first port of call for online shopping in German-speaking countries. Its biggest advantages are its enormous reach, high customer trust, and services like FBA (Fulfillment by Amazon), where Amazon handles storage, shipping, and returns for you.

This allows you to fully concentrate on your product business without having to worry about all the logistics.

• Suitable for: Retailers who want to scale quickly, reach a broad audience, and benefit from Amazon Prime benefits. Amazon is particularly attractive for items with high demand, good margins, and a clear USP, such as electronic accessories, household goods, or branded products.
• Challenges: Competition is extremely fierce, commissions and storage fees are not to be underestimated, and you're heavily dependent on Amazon's rules . Furthermore , reviews and ranking algorithms often determine success or failure , so those who aren't visible here hardly sell.

It can therefore be difficult for small niche products or retailers with very low margins to remain profitable.

Conclusion: Amazon is ideal for items with high sales potential and clear positioning. You benefit from reach and logistics, but you have to compete with tough competition and should never use Amazon as your sole sales channel.

eBay: Flexibility & Auction Character

eBay is particularly interesting for sellers selling used, niche, or unique items. In addition to traditional fixed prices, you can also use auctions, which offers flexibility and is especially attractive for collectibles, vintage items, or special items.

• Suitable for: Retailers with specialty products, used items, or custom products. Ideal for beginners who want to generate their first sales without much effort.
• Challenges: eBay doesn't have the same "premium image" as Amazon, and trust is sometimes lower. Demand varies greatly by category, and reach is limited in some segments.

Conclusion: eBay is well-suited for niche products and flexible pricing models, but is less suitable for building a scalable brand strategy.

Otto.de: Strong player in Germany

Otto.de has evolved from a traditional mail-order company into a relevant e-commerce marketplace. The platform is particularly strong in the fashion, home, and technology sectors. Retailers benefit from the trust of the Otto brand and a loyal customer base that consciously prefers German providers.

• Suitable for: Retailers in German-speaking countries that offer high-quality items in Otto's core categories. Particularly interesting for brands with a focus on quality and service.
• Challenges: Access is more strictly regulated than on Amazon or eBay. Merchants must meet certain quality standards, and integration is more complex.

Conclusion: Otto is suitable for quality providers and brands that want to specifically target German customers; it is less suitable for quick tests or broad product ranges.

Kaufland.de: Growth & Diversity

Kaufland.de is growing rapidly and is exciting for retailers with broad product ranges, from electronics to groceries. A major advantage: Kaufland invests heavily in marketing and reach, which quickly gives new providers visibility.

• Suitable for: Retailers with a diverse product range who want to get started easily. Particularly interesting for products that can be marketed strongly through price and availability.
• Challenges: Sales fees and growing competition make differentiation difficult. Retailers must offer service, product quality, or value for money to stand out.

Conclusion: Kaufland.de is a high-growth platform for rapid visibility, but should not serve as the sole basis; in the long term, brand building counts.

Own online shop: Overview of sales platforms

Having your own online store is the pinnacle of e-commerce. Unlike marketplaces, you control pricing, design, branding, and customer data yourself. This makes you independent of third-party algorithms and rules and gives you the opportunity to build a truly recognizable brand.

At the same time, it also means that you have to ensure your reach, keep an eye on your technology, and take care of legal issues such as GDPR or cancellation policy.

Shop systems can be roughly divided into four categories:

Tip: We have already created detailed comparisons of individual systems.

Read more here:

• Shop systems comparison
• [WooCommerce vs. Shopify]
• [Magento vs. Shopify]
• [BigCommerce vs Shopify]
• [Wix vs. Shopify]
• [Shopify Plus vs Magento]

Social Media Commerce: Instagram, TikTok & Pinterest

Social commerce has become a true game changer in recent years. Platforms like TikTok Shop , Instagram , and Pinterest Product Pins allow you to offer products where your customers already spend a lot of time. This merges entertainment with shopping, which is precisely what makes these channels so effective.

• Instagram (via product tags & reels):
  You can tag items directly in posts, stories, or reels , directing your community directly to checkout, usually on your own store. Instagram remains a powerful sales channel, especially for visual items like fashion, jewelry, or lifestyle items.

• TikTok Shop:
  TikTok isn't just a platform; it's an entertainment app that combines trends , community , and shopping . Features like livestream sales, viral clips, and in-app purchases are driving a new generation of e-commerce. Anyone looking to market items digitally should consider TikTok Shop an integral part of their strategy.

• Pinterest Product Pins:
  Pinterest is the digital catalog for inspiration . Whether it's home furnishings, DIY , or fashion, users are specifically looking for ideas and are often ready to buy . With Product Pins, you can generate sales right from this moment and thus benefit from a particularly high-spending target audience.

The advantages of social commerce are obvious: You're close to your target audience, you can interact with them directly, and thus create a personal connection. At the same time, you combine community, storytelling, and sales on one platform, which is particularly effective for visual and trend-driven products.

Of course, there are also challenges . For social commerce to work, you need to produce content regularly and keep an eye on trends. Furthermore, you're heavily dependent on algorithms; whether TikTok FYP or Instagram Explore often determines your reach.

Practical tip: Don't use social commerce in isolation; instead, link it to your own online shop . This way, you'll secure reach and, at the same time, valuable customer data that will help you in the long run.

Niche platforms: Etsy, Zalando & Idealo

In addition to the large marketplaces, there are specialized platforms that help you reach specific target groups in a very targeted manner.

• Etsy (Creative & Handmade):
  Etsy is the world's most popular platform for handmade products , vintage items, and creative items. Whether jewelry, art, personalized gifts, or DIY kits, you'll find a community here looking for exactly those kinds of products. Etsy buyers tend to be very conscious, value individuality, and are willing to pay more for special items.

• Zalando (Fashion & Accessories):
  Zalando has become one of the largest fashion platforms in Europe . As a retailer, you reach an extremely high-spending target audience that is specifically looking for clothing, shoes, or accessories. The advantage: Zalando is an established brand with a high level of trust; anyone who shops here expects professional service, clear returns, and fast delivery.

• Idealo (price comparison & range):
  Idealo is less a marketplace than a price comparison portal . Millions of users visit the platform with a clear purchase intent : They know what they want and are looking for the best price . For retailers, this means that those who can offer competitive prices benefit from high visibility and a clearly ready-to-buy target audience.

Niche platforms have the advantage of allowing you to reach a very clearly defined target audience with a high purchase intent. Customers on Etsy, Zalando, or Idealo are deliberately looking for specific products, be it creative items, fashion, or a great price, and this significantly increases your conversion chances.

At the same time, however, there are also challenges . The reach is smaller than on Amazon or eBay, the requirements are often stricter, and you become dependent on the platform. Added to that are fees or rule changes that can quickly limit your visibility.

Practical tip: Use niche platforms as a targeted supplement to your main shop or marketplace business. They're ideal for highlighting specialized products and testing new target groups that you can hardly reach through broader platforms.

Practical examples of successful shops: More Nutrition, ESN & OACE

Three brands, three industries, and one common denominator: a strong business model combined with a professionally optimized e-commerce platform.

• More Nutrition: More Nutrition is a German supplement company that offers functional products for a healthy diet. Its goal is to enable " no-deprivation diets ," a clear antithesis to traditional diet products. The brand thrives on a strong community and works closely with influencers, social media, and events .

• ESN (Elite Sports Nutrition): ESN is one of Germany's leading sports nutrition brands. With supplements like Designer Whey and pre-workout boosters, the company inspires fitness athletes across Europe .

• OACE: OACE is a young German sportswear company focusing on innovative leggings, streetwear, and activewear. The brand combines performance with lifestyle and clearly positions itself through design and comfort.

All three brands rely on Shopify as their technical foundation , ensuring flexibility, scalability, and rapid adaptation. This is where Datora comes in: We technically optimized the More Nutrition, ESN, and OACE stores, developed custom features, and supported the migration to Shopify 2.0. We also manage and coordinate product launches and promotions.

With the right strategy and the right technical solutions, your store will also become a success story. At Datora, we develop customized Shopify Plus customizations and take your online store to the next level.

Strategy & Preparation: The first steps before the sale

1. Market analysis & target group:
   Before you can offer products , you should thoroughly understand and analyze the market and your target audience. Use tools like Google Trends or Keyword Planner to examine trends and search volumes. Define your customers' needs and how your product meets them better than the competition.
2. Product selection & range:
   Not every product performs equally well online. Bestsellers are often fashion, beauty, or electronics, but niche products also have enormous potential. The key factors are demand, quality, profit margins, and a clear unique selling proposition that sets you apart from the competition.
3. Branding & Storytelling:
   Products are interchangeable, but brands create loyalty. Tell an authentic story, convey values, and demonstrate what your brand stands for. Good storytelling through your website, social media, and packaging builds trust and converts buyers into repeat customers.
4. Prices & Margins:
   Accurate pricing is crucial for profitable online sales. Consider purchasing, shipping, platform fees, marketing, and taxes to set realistic prices. Test different models; often, a higher price with strong branding works better than a price war.

Implementation & Growth: From Start to Scaling

1. Build & optimize your shop:
   Your online store is your foundation. A clear domain, mobile-optimized design, and easy navigation are essential. Reviews, seals of approval, and transparent delivery times build trust. A/B testing and Shopify conversion rate tips can help you improve your performance. Don't forget legal basics like legal information and privacy policy.

2. Logistics & Shipping:
   Customers expect fast, transparent deliveries. Decide whether you ship yourself or use fulfillment. Clear communication about shipping costs and delivery times is crucial to avoiding abandoned carts.

3. Marketing & Reach:
   SEO ensures sustainable traffic, social media increases your visibility, and ads deliver fast results. Retargeting brings back undecided shoppers. CRO services for Shopify Plus help you further optimize your conversions.

4. Growth & Scaling :
   Once your store is up and running, the next step is growth. Automation makes processes more efficient and reduces errors, while multichannel strategies open up new sales channels. Internationalization allows you to reach additional markets. Future-oriented topics such as AI, personalization, and sustainability ensure your store's long-term success.

A successful online store needs more than just products ; it thrives on structure, trust, and clear processes. With an optimized store, transparent logistics, and well-thought-out marketing, you lay the foundation.

Scaling is achieved through automation, multichannel strategies, and internationalization. Those who also focus on trends like AI, personalization, and sustainability will make their store not only successful but also future-proof.

Conclusion: Selling products online

Online retail offers enormous opportunities, from reach and revenue to international growth. But success in e-commerce doesn't happen by chance: It requires a clear strategy, the right platform, and a store that's optimized for conversion, technically robust, and customer-centric.

Whether through large marketplaces like Amazon and eBay, specialized niche platforms, or your own Shopify store, it is crucial that your sales model fits your products and your target audience.

Social commerce on TikTok or Instagram opens up additional opportunities for you to present your brand authentically and reach customers directly where they spend their time.

Practice shows: Successful brands like More Nutrition, ESN, and OACE rely on professional e-commerce solutions that enable growth and scaling. And this is precisely the key: Only those who have processes, technology, and marketing under control can sell profitably online in the long term.

If you want to market your products digitally, start with a clear plan and don't forget to continuously optimize your store. With the right preparation and the right partners, your online shop will become a true, long-term success story.