Why “Setting Up Shop” Isn’t Enough: The Real Truth About Succeeding In Ecommerce

Technology has made it wonderfully easy to start an online business. In fact, you can spin up a fully functional ecommerce store in a day. Platforms like Shopify, Etsy, WooCommerce and Squarespace promise “everything you need to start selling today” - and they’re not exactly wrong.

Passion Meets Purpose

These technical solutions don’t just make it possible to sell online, they allow people with a passion to turn it into a real purpose, generating an income from home, on their own terms.

Across the UK, there are around 1.6 million self-employed women, many of whom are leveraging online platforms to build and scale their businesses.

Thanks to flexible digital tools and ecommerce platforms, more women than ever are able to set up shop from home and create businesses that fit around family life, wellbeing and personal priorities. The digital age has opened doors for women to design work that works for them - combining ambition, creativity, and balance like never before.

The Hidden Challenge

But here’s the catch: just having a store doesn’t guarantee sales. The internet is filled with beautifully designed shops with incredible products and services available that attract a trickle of visitors and generate barely any revenue.

Why? Because ecommerce success isn’t about how quickly you launch -  it’s about how well you understand your customer and guide them through their online journey.

The Real Secret To Online Success

It’s tempting to believe that technology has simplified ecommerce to the point that all you need is a product or service, a platform and a payment gateway. But true success requires much more than a digital storefront - it’s a careful blend of marketing, psychology, analysis and persistence.

Ultimately creating an unforgettable customer experience that keeps customers coming back time and time again. Let’s walk through what that really means.

The Five Stages Of The Online Customer Journey

Understanding the customer journey is key to building an ecommerce business that thrives and not just survives. Here’s what each stage looks like, and how you can excel at every point.

1. Awareness - Getting On The Radar

This is the very beginning of the customer journey - the “hello” moment between your brand and a potential new customer.

At this stage, your goal is visibility. How do people find you? Through SEO, social media, paid advertising, influencer partnerships, or even word of mouth.

To stand out, you need clarity on two things:

• Who your audience is

• Where they spend their time online.

If your customers live on TikTok, then focus on short, engaging videos. If they search Google for “eco-friendly gifts”, your blog content should answer that query. Awareness is about meeting people where they already are and not shouting into the void, hoping they hear you.

2. Consideration - Winning Hearts And Minds

Once people know about you, they start comparing: your products, prices, reviews and values. This is where brand storytelling and trust-building matter most.

Ask yourself:

• Does your website clearly explain what makes you different?

• Do your product descriptions tell a story rather than just list features?

• Are you showing real customer reviews and user-generated content?

Content marketing plays a huge role here. Blog posts, email newsletters, how-to guides, and behind-the-scenes videos all help move potential buyers from curiosity to confidence.

People don’t just buy what you sell - they buy why you sell it.

3. Purchase - Making It Effortless

Here’s where your hard work pays off or falls apart.

Even if you’ve nailed your awareness and consideration stages, a clunky checkout experience can kill a sale in seconds. According to Baymard Institute research, nearly 70% of online shopping carts are abandoned, often due to unnecessary friction.

To reduce this risk, ensure that your checkout process is:

• Fast (mobile-optimised and simple)

• Transparent (no hidden shipping surprises)

• Trustworthy (secure payment options, visible reviews, clear returns)

Make buying as easy as possible as every extra click is a potential exit point for your customer.

4. Retention - Turning Buyers Into Regulars

A lot of brands stop marketing after a purchase - a big mistake.

The truth is, retention is where profitability really lives. Acquiring a new customer can cost five times more than keeping an existing one.

You can build loyalty in countless ways:

• Send thank-you emails that feel genuine.

• Offer exclusive rewards or loyalty discounts.

• Create personalised product recommendations based on previous purchases.

• Provide exceptional customer service that feels human, not automated.

When customers feel valued beyond the transaction, they’re far more likely to come back.

5. Advocacy - When Customers Become Your Cheerleaders

This is the dream stage, when customers become brand fans.

Word-of-mouth and referrals remain some of the most powerful forms of marketing, especially in an era where people trust other people far more than ads.

Encourage reviews. Invite user-generated content. Spotlight your loyal customers on social media. Maybe even create an ambassador programme where your top fans earn rewards for referrals.

The more your customers advocate for you, the stronger and more sustainable your brand becomes.

The Big Takeaway

Setting up a store is easy. However building a thriving ecommerce business takes strategy, empathy, and long-term thinking.

Technology gives us the tools but it’s how we use them that makes the difference between a business that is surviving to one that is thriving.

So yes, you can launch an online shop in a day. But to excel in ecommerce? You’ll need to master the full customer journey - from awareness to advocacy - and make sure every stage reflects who you are and what your customers need.

Because the best ecommerce brands aren’t just selling products and services online. They’re building trust, connection and loyalty - one click at a time.

Ready To Take Your Ecommerce To The Next Level?

If you’ve already launched your store but aren’t seeing the results you hoped for, don’t worry - you’re not alone. The good news? With the right strategy you can turn browsers into buyers and loyal brand advocates.

Your supportive path to serious revenue growth starts here with Revenue Revolution. Master every step of ecommerce and drive exponential growth with our transformative ecommerce course.

Sources: 

• Self employed figures: www.business-money.com
• UX checkout research : www.baymard.com