How to find new customers and grow your business, straight from the experts

You've taken your business from idea to product. Perhaps you've launched your own website and sales have been promising. Now you're looking to grow and attract new customers. Online marketplaces and channels are a great place to start.

• Have a plan to communicate and engage with customers. We all love happy customers and the warm glow that comes from a positive review. But a big issue many fledging online businesses face when selling on social media is how to handle negativity. Whether it be an angry customer, an aggressive competitor, or just general misinformation, you’ll need to stay diligent about what is being said about your company and product. Rapid, honest engagement is critical.

• Be willing to experiment. One of the great advantages of digital marketplaces is the speed at which they evolve and add new capabilities. Compared to brick-and-mortar retail, it’s relatively easy to try new tools and approaches. Keep in mind that success probably won’t come overnight. Be patient — you’ll soon find out what works and what doesn’t. Be ready to iterate and change your approach as you learn.

Done right, online marketplaces and channels can help take your business to the next level. These are just a few expert tips to start thinking about. In the following, we have compiled other key questions to help you pick the marketplace or channel that is best for your business.

Other things to consider

Audience

• What is the channel or marketplace's audience breakdown?
• Does that audience match your target?
• Where are your audience likely to begin their search?
• Are similar products being sold on the platform?
• Are your competitors on the platform?

Marketplace or channel

• Does it have features customers tend to prioritise? (Free shipping, quality guarantee on purchase, discounts and/or vouchers, popular payment methods, price matching)
• Does it have features business owners tend to prioritise? (Easy to set up, good pricing, flexible, drives traffic to my website, superior functionality)
• What are the channel or marketplace's best practices?
• Can it sync inventory across multiple channels?
• How does it integrate with other platforms, channels and payment systems?
• What payment methods does it accept?
• What advertising opportunities does it provide?
• Can you advertise through different channels?

Avoiding common mistakes

• How long will it take to set your company up on the platform?
• What are your three-, six- and twelve-month goals for the platform?
• Do you have the resources (time and money) available to make this a success?

Who are the experts?

• Dr. Tiffany Raymond, Head of Global Customer Advocacy and Experience, PayPal. Dr. Tiffany Raymond, PhD, leads the global Customer Advocacy team at PayPal. She is passionate about working with merchants of all sizes across PayPal’s portfolio and consults with them on ecommerce best practices and optimization.
• Tim Osborn, Associate Creative Director, Ecwid. Tim is a veteran content creator who’s spent the last six years helping small businesses around the world succeed online. As the global creative lead for Ecwid, Tim specializes in delivering high-energy content to teach first-time business owners about everything from e-commerce software to marketing their products and finding the right shipping strategies.
• Jason Lively, President, The Glitter Guy, Inc. The Glitter Guy is a glitter and craft supply company that is family owned and operated in Voorhees, NJ. Launched by founders Jason and Sara Lively out of their shed in November of 2018, The Glitter Guy has now grown into an almost 50,000 sq./ft. facility earning them the title of "fastest growing glitter supplier."