How to sell online? The complete guide to building a successful ecommerce business
Dreaming of selling online but not sure where to start? You’re not alone. With so many technical, legal and marketing choices to make, feeling overwhelmed is normal. The good news: launching your online store isn’t impossible if you follow the right approach.
This practical guide walks you through each step and helps turn your idea into a profitable ecommerce site. Whether you’re digitizing your existing business or starting from scratch, here are the proven tactics for succeeding at online sales.
Table of contents
- Your legal obligations for selling online with confidence
- How to identify the perfect ecommerce market for you
- The products that really make money: secrets of online selling
- Dominate all your sales channels from your online store
- Building your online store: the full technical guide
- Design and product pages that turn visitors into customers
- Nail the launch of your ecommerce business
- Payments and shipping: the keys to customer satisfaction
- Growth strategies: what successful online stores do
- How to sell online – entrepreneurs’ FAQ
1. Your legal obligations for selling online with confidence
Essential administrative steps
Business registration proceeds via the single business-formalities portal. This platform centralizes all formalities: declaring your activity, requesting a VAT number, registering with social and tax authorities.
Expect around 15 days to obtain your VAT number — the indispensable credential to sell on the internet legally.
Ecommerce-specific legal obligations
Selling products online comes with specific obligations: required legal notices, terms and conditions of sale (T&Cs), a privacy policy compliant with GDPR, and a 14-day withdrawal right. All these must be easily accessible on your site or you risk sanctions.
🎯 We encourage you to read and follow the governement rules regarding legal requierment to sell online.
2. How to identify the perfect ecommerce market for you
Analyze demand and competition
Start by reviewing your main keywords’ monthly search volume with Google Keyword Planner. A viable market usually shows balanced demand (at least 1,000 monthly searches) and moderate competition. At the same time, check your direct competitors’ pricing so you can position your offer wisely.
Identify your target audience
With that research done, dive into defining your persona: age, gender, purchasing power, consumption habits and preferred communication channels. This segmentation enables you to tailor your marketing strategy and messaging. If you’re aiming at 18–35 year-olds, lean into Instagram and TikTok. Targeting the 40+ crowd? Facebook and Google Ads will likely serve you better.
Test your concept’s viability
Before major investment, test your concept with low-cost methods: online surveys, pre-order pages or test ad campaigns. This lets you validate real interest in your product without taking excessive financial risk.
| Evaluation criterion | Favorable indicator | Warning sign |
|---|---|---|
| Volume of searches : | > 1,000 searches/month | <500 searches/month |
| Competition : | 10-20 actives competitors | > 50 competitors |
| Potential margin : | >50% | <30% |
The products that really make money: secrets of online selling
Product selection criteria for profitability
Now that you understand your market, let’s address the core question: which products to choose? A winning ecommerce product should tick several boxes: at least a 50% margin, manageable size for shipping, durability to avoid returns, and above all, potential for customer loyalty. In the early phase, avoid seasonal goods or overly niche items that limit your audience.
Differentiation strategies
In a competitive environment, differentiation is vital. Offer unique value: personalization, premium customer service, extended warranty, eco-friendly packaging or technical expertise. These allow you to justify higher prices and build loyalty.
This approach is embodied by our highest performing clients. Take the case of Ocarat:
“At Ocarat we’re doers. From early on we chose to build our own tool which we fully own. This positioning allows us today to capitalise on our own developments.” — Grégory Pairin, CEO of Ocarat (€20 million turnover)
By picking PrestaShop as the ecommerce platform, Ocarat developed its own features while keeping full control over its technology.
4. Dominate all your sales channels from your online store
The big channel comparison
Every channel has pros and cons. Marketplaces such as Amazon provide immediate visibility but take 8–15% commission and distance you from your customers. Social networks? Great for visual products and young audiences, but you remain subject to changing algorithms.
In contrast, a proprietary online store built on PrestaShop gives you full control over brand image, online experience and customer data.
Benefits of a centralized solution
Rather than add emerging channels in a scattered way, a centralized approach offers many benefits. With PrestaShop you can sync stock, orders and customer data between your main website and other sales channels. This simplifies daily ecommerce management and enhances the customer experience.
Optimized omnichannel strategy
The ideal model combines multiple channels while keeping your online store as the hub. Use social media to drive traffic, marketplaces to boost product awareness, and your ecommerce site to maximize margins and loyalty. This allows you to reach different segments while building your own audience.
| Channel | Advantages | Disadvantages | Commission |
|---|---|---|---|
| PrestaShop site | Full control, no comission | must generate traffic | 0% |
| Amazon | Large audience | High commision, strong competition | 8-15% |
| Instagram Shopping | Engaged audience | Algorithm volatility | 10% |
| Facebook Marketplace | Local reach | Limited interface | 10% |
🎯 Contact a certified partner agency to develop your omnichannel business.
5. Building your online store: the full technical guide
You’ve defined your omnichannel strategy? Great! Now move into execution and start creating your online store.
Choosing the right ecommerce solution
Three solution types exist: SaaS platforms (Shopify, Wix), open-source solutions (PrestaShop, WooCommerce), and custom builds. For most projects PrestaShop offers the best balance between features, cost and scalability. It ensures ownership of your data and maximum flexibility.
Selecting appropriate hosting
Hosting directly affects your site’s performance and security. For a start, shared hosting from Hostinger or another specialized provider will suffice. Prefer European servers to comply with GDPR and ensure optimal loading times for your European customers.
Essential technical configuration
Set up properly the technical fundamentals: SSL certificate for security, automatic backups, image optimization, caching and above all a mobile-responsive version. These aspects — often neglected — influence both your natural search ranking and user experience.
Success story Dream Extension
“We chose PrestaShop on advice from other merchants […] Our first criterion was a mobile-optimized site with a smooth experience for our customers. Our visits are now primarily from smartphones: up to 85% over recent months.” — Geoffrey Levy Pichard, founder of Dream Extension
🎯 Start with PrestaShop to benefit from a complete and scalable solution.
6. Design and product pages that turn visitors into customers
Optimize your product pages
Each product page must contain complete information: an attention-grabbing title with keywords, detailed description highlighting benefits, technical features, dimensions, weight, and usage advice.
High-quality visuals are essential. Add multiple-angle photos and lifestyle shots to boost engagement and conversion.
Create a consistent visual identity
Your design must reflect your positioning: modern and minimalist for a younger target, classic and reassuring for a mature clientele. Respect your sector’s color codes while standing out subtly. Navigation should remain intuitive with a clear menu and powerful search bar.
If you’re building your ecommerce site now, take into account the European Accessibility Act (EAA). Beyond legal compliance, accessibility improves usability and your SEO ranking.
Structure your catalog efficiently
Organize your products into logical categories and add filters (price, color, size, brand). This improves navigation and user experience.
Highlight best-sellers on your home page — a timeless yet effective tactic. Don’t have top products yet? Use up-selling and cross-selling strategies to increase your average order value.
🎯 Get inspired by the best stores built with PrestaShop to define your brand identity and see what’s possible with the platform.
7. Nail the launch of your ecommerce business
Your site is ready — now comes the big moment: launch! This stage is critical and requires careful preparation.
Essential pre-launch tests
Before going live, test everything: checkout process, shipping calculations, payment integration, email confirmations, and display on both mobile and desktop. These checks prevent unwanted surprises with your first customers.
Progressive launch strategy
Instead of a big public launch, start small. Share your site with friends, family, and close business contacts first. Their honest feedback helps you refine and fix minor issues before your full-scale debut.
Set up data tracking
Use analytics tools like Google Analytics 4 and Tag Manager from day one. Define your conversion goals (purchases, newsletter sign-ups, downloads) and activate ecommerce reports. These insights are invaluable for improving your marketing strategy quickly.
🎯 Get expert help with our quick-start assistance pack to simplify your first steps.
8. Payments and shipping: the keys to customer satisfaction
Choose the right payment methods
Offering multiple payment options is essential to reduce cart abandonment: credit cards (Visa, MasterCard), PayPal, Apple Pay, and Google Pay. Split payments are also increasingly popular.
PayPlug, available on our marketplace, is a favorite among French SMEs for its transparent pricing and easy setup.
Optimize your shipping costs
Let’s be honest: delivery fees are customers’ number one frustration and a leading cause of cart abandonment.
Offer several delivery options: standard (low-cost), express (paid), and ideally free shipping above a minimum order. This classic tactic remains highly effective for boosting average order value while managing logistics costs.
9. Growth strategies: what successful online stores do
Optimize your conversion rate
Analyze your conversion funnel to spot friction points. Identify weak product pages, complicated checkout steps, or limited payment methods.
Experiment with A/B testing to compare page versions. Even a 1% improvement in conversion rate can significantly boost profitability.
Drive traffic growth
Diversify your traffic sources to reduce dependence. Focus on SEO for sustainable visibility, and paid ads (Google Ads, Facebook Ads) for instant reach. Content marketing — through blogs or guides — is crucial for SEO and credibility. If you’re new to it, start small: follow these SEO best practices and grow steadily.
Build loyalty through relationship marketing
Invest in email marketing to retain customers: regular newsletters, abandoned-cart reminders, loyalty programs, and personalized offers based on purchase history.
Retaining an existing customer is always easier than acquiring a new one. According to Harvard Business Review, acquiring a new customer costs 5–25 times more than keeping one.
🎯 Explore the PrestaShop Marketplace for hundreds of optimization tools.
10. How to sell online – entrepreneurs’ FAQ
What budget should you allocate to sell online?
It depends on your approach. Plan around €200–€600 to get started with PrestaShop (hosting, theme, essential modules), plus your stock and marketing. A step-by-step, DIY start limits risk.
How long does it take to launch an online store?
Between 2 and 8 weeks depending on complexity: 2–3 weeks for a small site, 6–8 for a large one. Content creation (photos, descriptions) often represents half the total time.
Do you need a company to sell online?
Yes, absolutely. But it’s simpler than you might think. A micro-business is usually perfect for starting thanks to its low admin and generous limits.
Should you choose a marketplace or your own site?
Marketplaces bring fast visibility but eat into your margins and customer relationships. A dedicated ecommerce site gives you full control and higher long-term profitability — though it requires more effort upfront.
What are the most profitable products to sell online?
Lightweight, non-perishable goods with at least a 50% margin and potential for repeat purchases. Avoid bulky or seasonal items that complicate logistics.
How do you attract your first customers?
Mix organic search (quality content), paid ads (Google, Facebook), social media activity, and local partnerships. Patience and consistency are crucial in the early months.Conclusion
Selling online is more than an opportunity — it’s your gateway to entrepreneurial independence. Each step of this guide brings you closer to your first customers and your first success story. The key is to start with solid technical foundations and a clear vision of your market.
With PrestaShop, you have the resources and tools to make it happen. Stop waiting — your online store is waiting for you.
🎯 Start your ecommerce journey with PrestaShop – the solution that grows with your business.
