How to Easily Start Selling Online

The rise of e-commerce has transformed how businesses operate.

Global e-commerce sales reached $26.7 (€23.7) trillion in 2020, highlighting the growing shift towards online retail. This surge presents a significant opportunity for Irish businesses to capitalise on the increasing time people spend online.

For those who haven’t yet taken the leap into selling online, this guide will explain the benefits of having an online offering and show you how easily you can make the switch from creating an online shop to implementing website credit card processing.

You’ll also learn how to accept credit card payments online, use web-based credit card processing, and even sell gift cards online to boost your sales and customer engagement.

Moving your business online

In 2023, the Central Statistics Office reported that 85% of internet users in Ireland now purchase goods online, underscoring the growing trend of virtual consumerism in the country. According to PWC UK insights, this shift to online marketplaces is here to stay.

The Central Statistics Office also found that younger demographics, aged 16 to 44, are the most likely to purchase online, and women are more engaged in online shopping than men. The switch to working from home has also triggered a surge in internet use. It’s estimated that eight out of ten internet users engaged in video calls and used platforms like Skype, Microsoft Teams, and Zoom.

Although many Irish businesses have an online presence, there is still a gap in utilising these platforms for direct sales. In 2022, Ireland had the highest share of businesses selling online among EU countries at 42%, but many use these platforms mainly for social media engagement rather than sales​.

Only 10% of Irish businesses have set up a website specifically for online sales, and 18% have implemented a click-and-collect service. This indicates a significant opportunity for small businesses to integrate more robust online sales strategies, such as web-based credit card processing and selling gift cards online​. Embracing these tools can enhance customer experience and drive sales, helping businesses thrive in the digital economy.

The benefits of selling online

E-commerce has significantly transformed business in Ireland. According to a 2023 survey by PwC, 73% of Irish consumers have purchased products directly from a brand’s website. Additionally, 99% of Irish consumers value a user-friendly and engaging website, underscoring the importance of high-quality digital channels.

These statistics highlight the critical role of e-commerce and digital engagement, emphasising the need for businesses to enhance their online presence and optimise their online shop to attract and retain customers.

The shop never closes

Having an online shop means your customers can browse and shop for your products at a time that suits them. Allowing access in the evenings or weekends increases the likelihood of them purchasing from your website, especially for consumers who would be unable to visit a physical store during typical retail hours.

Easier tracking of the consumer purchase funnel

Online sales can make it easier to track consumer purchase behaviour. For example, you can track whether the customer searched for your company organically or followed a link from your social media platforms. Understanding your consumer journey can help you allocate business resources to improve consumer touchpoints. An improved customer experience can increase customer satisfaction, retention, and advocacy.

Increased customer portfolio

Selling to your customers only from a retail store limits the number of customers you can reach with your products and services—you are limited to those living in your local geographic location. Having a website allows you to share your products with a larger demographic and reach potential customers from all over the globe. With Square Online, you can make it easier for customers to find your website organically and seamlessly integrate your social media channels. Both will help to increase traffic and potential sales.

Increase exposure for your small business

There is huge potential for small businesses that take the plunge into selling online. Consumers are still opting to ‘shop local’. With an online offering, customers can easily find you when searching for the products or services they want. If you have an engaging website with a smooth checkout experience, you make it simple and convenient for them to support your small business over large online chains. Selling online also helps get your brand name out there for others to hear about.

Sell through social media

Consumers are increasingly purchasing goods through shoppable links on social media. Having an online shop means you can leverage your social media posts and direct customers to the featured product on your website. Over half (54%) of social media users use social platforms to research products. Businesses across the globe have responded to this shift in purchasing behaviour, with 73% of US businesses selling on social media. Square can help your small business respond to the surge in social media shopping. For example, Square Online can help you to integrate social media to extend your online brand. With the swiftly changing digital landscape, it’s important your small business stays innovative.

Types of products to sell online

Choosing the right products to sell online can be crucial for the success of your business. Here are some product ideas to get you started:

• Books: Whether fiction, non-fiction, textbooks, or rare finds, books are a perennial favourite for online shoppers. Consider offering eBooks and audiobooks to cater to digital readers.

• Clothing: In 2022, 68% of people who had purchased online in the previous three months bought clothes, shoes, or accessories, highlighting the significant demand for this category.

• Electronics: Gadgets, accessories, and tech products are always in demand. This category includes smartphones, laptops, smart home devices, and gaming consoles.

• Home Decor: Items like furniture, wall art, lighting, and home accessories can attract customers looking to personalise their living spaces. Offer unique, handcrafted items or trendy decor pieces to stand out.

• Beauty products: Skincare, makeup, haircare, and wellness products are highly sought after. Ensure you stock high-quality, popular brands or create your own line of beauty products to cater to a loyal customer base.

• Handcrafted items: Unique, handmade products such as jewellery, pottery, and textiles can appeal to customers looking for one-of-a-kind pieces. This is a great way to support local artisans and showcase your creativity.

• Pet supplies: Pet owners are always looking for high-quality food, toys, accessories, and health products for their pets. Offering a range of pet supplies can attract a dedicated customer base.

• Digital products (e.g., eBooks, online courses): Selling digital products like eBooks, online courses, software, or digital art can be highly profitable. These products often have lower overhead costs and can be delivered instantly to customers worldwide.

Choosing the right mix of products to sell online can attract a diverse customer base and increase your sales potential. Consider what products align with your business vision and market demand to create a successful online store.

How to start an online shop

Starting an online shop couldn’t be easier with Square. Our easy-to-follow website builder is accessible and user-friendly.

1. Sign up and visit your Online Square Dashboard.
2. Click ‘Get Started’.
3. Follow the instructions on screen.

You can set up a single-ordering page or a multi-page eCommerce site, whichever suits your business needs. You’ll be prompted to enter your business type and preferred order method based on your individual company. The Square pricing strategy is also very straightforward, and creating your website is completely free.

Next, you’ll need a domain for your website, as this helps customers locate your business online. There are different ways to ensure your chosen domain is associated with your website. Square can help you sort your business domain and email solutions through our partnership with Google Workspace. Don’t worry; if you already have an existing website, you can still use Square resources to create a new page and link this to your original website.

Tips to sell well online

• Have multiple payment options: Having more than one payment option could increase customer satisfaction, as they can pay using a method that suits them. Consider using payment providers such as PayPal and ensure your site can accept credit card payments online through web-based credit card processing.

• Offer a comprehensive product portfolio: It’s important to have a diverse range of products to appeal to various customers and keep existing customers engaged. Having a variety of products increases the likelihood of repeat purchases. However, ensure you’re not taking on more than you can handle—focus on providing a small, high-quality range before adding new products into the mix. You can also sell gift cards online to attract more customers and increase sales.

• Have an efficient ordering system: Consider Square Online to streamline your ordering system for customers and in-house supply orders. Website credit card processing can simplify transactions and improve the customer experience. If you own a hospitality business, you could implement a QR ordering system for dine-in menus and non-contact ordering for takeaways.

• Build a community on social media: A solid social media following is vital to remaining competitive with digital selling. Interact with your potential customers on social media to engage with them. This helps build rapport with your audience and could lead to brand loyalty. Use social media channels to direct followers to your online shop and specific product pages.

• Create an engaging website: The online marketplace is getting increasingly crowded, so it’s more important than ever to have a visually appealing and exciting website to stand out from the crowd. When you create an online shop, ensure it is user-friendly, visually appealing, and optimised for search engines to attract more traffic and potential customers.

Making the leap to becoming an online business may be a little daunting, but the benefits for your business can be ground-breaking. With the future of business looking increasingly digital, now is the time to embrace the shift to online selling.

Square can help your small business at every step of the sales funnel. Get your company up to speed with our Square Online eCommerce selling platform and seamless payment and ordering systems.