Start your online business · Business basics · 3 min read
Why Should Retailers Sell Online? Top Reasons and Benefits
Short answer
Retailers should sell online to reach customers beyond their local area, sell around the clock, offer conveniences like click-and-collect, gather customer data for marketing, and protect the business against slow foot traffic. A connected online store and point of sale system lets inventory and customers stay in sync.
For many local retailers, the store is the business. But shoppers now move freely between browsing online and buying in person. Retailers without an online presence miss customers at every stage. Here is why selling online makes sense, even for small shops.
1. Reach beyond your neighborhood
A physical store serves people who can visit. An online store can serve customers across your country or internationally. Niche retailers, such as specialty food, hobby supplies or independent bookshops, can find enthusiasts far beyond their town.
2. Sell 24/7
Your shop closes; your website does not. Customers can browse and buy at night, on holidays and when weather keeps them home.
3. Meet customers where they research
Many shoppers search online before visiting stores. If your products and stock levels are visible online, you appear in that research. Google can show local inventory and business information, helping nearby shoppers find you.
4. Offer convenient options
- Buy online, pick up in store (BOPIS): customers reserve items and collect them
- Local delivery: serve nearby customers quickly
- Ship from store: use store inventory to fulfill online orders
- Endless aisle: let in-store customers order items not on the shelf
These options often bring customers into the store, where they buy more.
5. Customer data and marketing
Online orders and signups give you email addresses and purchase history. You can:
- Send new arrival announcements
- Promote events
- Recommend products
- Bring back lapsed customers
A physical till receipt rarely gives you that relationship. See the ultimate guide to email marketing for Shopify.
6. Resilience
Weather, construction, road closures, seasonal dips and unexpected events can cut foot traffic. An online channel keeps revenue flowing.
7. Test products and demand
Online sales data shows what sells, at what price, and where demand comes from. Use it to make smarter buying decisions for the physical store.
8. Build your brand
A good website tells your story, shows your expertise and builds credibility. Content like guides and how-to videos can attract customers who never would have found you.
Challenges to plan for
| Challenge | How to handle it |
|---|---|
| Inventory sync | Unified POS and ecommerce platform |
| Photography and listings | Start with bestsellers; add over time |
| Fulfillment | Pickup and local delivery first, then shipping |
| Marketing | Email, local SEO and social media |
| Time | Assign responsibility; use templates and automation |
How to get started
- Choose a platform with point of sale integration, such as Shopify with Shopify POS, Square, Lightspeed or Wix with its POS. Compare options in the best ecommerce platforms.
- Start with your best sellers rather than your whole catalog.
- Take consistent product photos with good lighting.
- Offer local pickup first to keep fulfillment simple.
- Set up Google Business Profile with your website and products.
- Collect emails in store and online.
- Promote the online store to existing customers.
Ideas to connect your store and website
- Put a QR code at the till linking to your online store and email signup
- Show online-only bestsellers in the shop window
- Offer in-store pickup discounts or perks
- Promote in-store events by email
- Let staff place online orders for out-of-stock items
The goal is one business with two doors, where customers can move between them easily.
Measuring success
Track online sales, pickup orders, new customers from outside your area, email list growth and how online activity affects store visits.
Selling online is not a replacement for great in-store experiences; it extends them. For first steps, read how to start an ecommerce store from scratch and, for the counterpoints, why you shouldn't start an ecommerce business.
Frequently asked questions
Is it expensive for a small shop to sell online?
It can start modestly with a hosted platform like Shopify, Wix or Square Online. Costs grow with marketing, photography and fulfillment.
Will selling online hurt my physical store?
Often the opposite. Many customers research online before visiting, and services like buy online, pick up in store can drive foot traffic.
How do I keep inventory in sync between store and website?
Use a platform that combines point of sale and ecommerce, or integrate your POS with your online store so stock updates automatically.
Platform features, prices and policies change. Check the official help pages linked above before you act on a detail that matters to your store.