How to get customers for a e-commerce business
The channels that actually work for a e-commerce business, in the order to try them — and the one hard truth about it. Acquiring a customer once rarely pays. Stores that win make the second and third purchase happen through email — build that before you spend on ads.
The one thing to get right
Acquiring a customer once rarely pays. Stores that win make the second and third purchase happen through email — build that before you spend on ads.
Before you spend a dollar on ads
Paid channels amplify what's already working. If your Google Business Profile is thin, you have under ten reviews, or your offer isn't clear, ads just buy you expensive clicks that don't convert. Fix those first — they're free.
Where the customers come from
Email & SMS (the money channel)
FreeOwned, free to send, and where a healthy store makes 30%+ of revenue. Capture emails from day one; send welcome, abandoned-cart, and post-purchase flows.
Organic social + short video
FreeProduct demo videos, UGC, founder story. Cheapest way to find whether people want the product.
Paid social/search (only once profitable)
PaidMeta and Google can scale a winner, but they'll also drain a store with weak margins or no repeat rate. Prove it small first.
Marketplaces (Amazon, Etsy)
PaidBuilt-in traffic, high fees and low customer ownership. Good for validation and volume, not for building a brand.
Turn this into your plan
FirstBearing builds a step-by-step roadmap for your exact business and city — formation, licenses, taxes, filled-in forms — then a 12-week plan to grow it, one move a week. $99/month, cancel anytime.
Build my plan Or try the take-home calculatorFrequently asked
What's the best way to get customers for a e-commerce business?
Email & SMS (the money channel). Owned, free to send, and where a healthy store makes 30%+ of revenue. Capture emails from day one; send welcome, abandoned-cart, and post-purchase flows.
How do you get your first e-commerce customers with no money?
Free channels only: Email & SMS (the money channel), Organic social + short video. Acquiring a customer once rarely pays. Stores that win make the second and third purchase happen through email — build that before you spend on ads.
Do e-commerce businesses need to advertise?
Eventually paid ads can scale you, but most e-commerce owners never need much of it. Paid social/search (only once profitable) and Marketplaces (Amazon, Etsy) works once your reviews and reputation are solid — not before.
How should I price my e-commerce services while I'm getting customers?
Price for ~3x+ landed product cost to leave room for ads and returns. Bundles and subscriptions lift lifetime value. Don't lead with the cheapest price to win early jobs — underpricing attracts customers who leave the moment someone cheaper shows up, and it's very hard to raise later.
Figures are commonly-cited ranges for a US owner-operator, last reviewed 2026-01. Your market, crew size, and pricing will move them a lot — this is orientation, not a projection. Educational information, not financial advice.