“Radical transparency,” Everlane founder and CEO Michael Preysman calls the approach. It’s inevitable—there will be a time when you’ll shop online for something and come across a site that looks…not quite right. If you’ve ever encountered a site that sets alarm bells ringing, trust your instincts.

Unless you’re a well-established business, chances are you won’t have a photographer, copywriter or social media manager on hand, especially if your business is just taking off. As a small business owner, you’re likely wearing many of these hats yourself. Just as it’s important to choose a niche market, it’s also a good idea to narrow down to a niche product. This can help reduce the competition and give you more opportunity for growth. The beauty of ecommerce is that anyone anywhere can join in on the action. Whether you’re a small business owner or part of a large enterprise, there are endless opportunities to go digital with your business and get a piece of the pie.

Consider what markets where you already have a presence or a passion, and go from there. Utilize tools like Google Trends or Google Ads Keyword Planner to see what products and services are trending and how big the market is for your niche.

Whether you work with a designer or design your own logo, it is an asset that will represent your brand across a number of surfaces, from your online store to your packaging. Be clear about what you want your brand to represent, including your mission, values, and tone, as these will help a designer nail your look. Before designing brand assets like a logo or color palette, decide what your brand stands for, your purpose, your unique selling proposition, and your brand promise to customers. Websites are hosted on platforms that can support the traffic being sent to them. If you use a debit card and your information is compromised, the hacker would have direct access to your entire bank account.

Being passionate about what you do will not only help carry you through hard times, but it will also aid in crafting a brand message that speaks to people in a way that is meaningful, authentic and engaging. Your product or service doesn’t necessarily need to be a huge, complicated endeavor — it can be quite simple, yet exceptionally effective. Get free online marketing tips and resources delivered directly to your inbox. Skip lengthy third-party activations and go from setup to selling in one click.

Without a product and brand your customers can relate to, you’re essentially running your business on an empty tank. Crafting a recognizable and memorable brand means you’ll need to put in the time to research and truly understand your target audience. Your brand should speak to your potential customers in a way that both resonates and compels them to come back. While it’s ideal to offer free shipping, keep in mind that you’ll have to absorb the cost and potentially build the shipping cost into your product pricing. Another option is to use real-time rates provided by the shipping company so that you don’t under- or over-charge the customer. Unless your business solely sells digital products, you’ll need to have a plan in place for how to calculate shipping costs and get products to your customers on time.

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Lead generation creates interest for your business or product based on what people search online. Many small businesses have also adopted the platform as an effective way to reach younger consumers. These in-app stores allow you to purchase items directly from your Facebook account without leaving the platform. Facebook eventually acquired Instagram and Whatsapp, expanding its potential market even more. A significant downside of traditional e-commerce marketing strategies is that they rely on customers being engaged enough to switch channels.

Avoid making purchases over public WiFi whenever possible – bad actors can intercept your connection and access your information. “Compulsive buyers can’t bring themselves to stop making needless purchases, in some cases even if they can’t afford to feed their family.

Then, you can upload a product catalog and begin creating product tags for each item. This will allow you to create shoppable posts and streamline purchases directly from the platform.

Gillette has put together products from their GilletteLabs product line on this board, with rich media-like elements to show shoppers how these products differ from other traditional razors. They have also added a QR code at the bottom of the board, which offers a deeper and more informative shopping journey. In-store aisles can quickly become overwhelming when searching for a specific product or category, discouraging shoppers looking for efficiency with pre-planned purchases. These shoppers are also often the ones who have dietary needs, allergies, or are making specific lifestyle choices.