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Story by
missbatch,
Vanessa
Published on January 22, 2009 in How-To |
Photo by |
Sellers, you may want to print out this Shop Makeover post and subtly plant it on the desk of your friend or family member who needs a nudge into the 21st-century and all that the web has to offer for independent artists and designers. Or, maybe it's you that has thought about taking the plunge to start selling online, but is still standing on the shore... well, have no fear...
This is a Shop Makeover for the crafter or artist who has, as of yet, only delved into the real, "offline" world of selling their art, craft, or vintage wares. This makeover is meant to transform the physical "brick and mortar" seller into a lovely online indiepreneurial swan!
(...We're joking with that crack about the swan.) As most successful artists and crafters would agree, you need to do what is best for you, and there is no one right approach for everyone. Many choose to sell through boutiques, galleries, trade shows, craft fairs, and other venues in addition to selling online. An online presence is just another option, with its own perks and drawbacks.
So, why get online?
Online Storefronts Have Low Overhead:
Get online and stake your claim on some sweet 'n' cheap web real estate! The low cost associated with an online presence is pretty hard to beat. A perfect starting point for online marketing is your own web address, or url. (This will act as your home base to which you can direct all your marketing efforts. Ideally, it will be someplace where people can buy your work, but at the very least, consider a photo sharing or portfolio hosting site.) If you have the ability or the resources, you can build your own website, or you could join a site that hosts independents shops, which is very affordable. Of course, we recommend Etsy (we work here!), but many options are available with varying features and costs. (You can get all the details on opening an Etsy shop here.) cobblerscabin points out that there are "no major expenses in starting online as there are in craft fairs such as tents, entrance fees, displays, etc. You don't have to transport all your items and do set ups and take downs." But remember, even if you only wish to present your crafts or artwork to brick and mortar stores or galleries within your city, an online address can be just the professional calling card you need show off your latest work — especially as more and more people are using the internet as a research tool prior to reaching out and making an initial contact.
Which brings us to our next point...
Peer Pressure (Get Online — Everybody's Doing It):
The digital era is here and now and it's only going to be made obsolete by something even crazier! Possibly... but seriously folks, online shopping is so very common these days. According to Nielson's January 2008 study (and that's a year ago, already), "More than 85 percent of the world’s online population has used the Internet to make a purchase—increasing the market for online shopping by 40 percent in the past two years—according to the latest Nielsen Global Online Survey on Internet shopping habits. Globally, more than half of Internet users have made at least one purchase online in the past month, according to Nielsen." During this economic crisis, people are still shopping online, even if it has slowed apace with offline shopping. Even shoppers that might primarily buy from you in a shop or craft fair might want to find you later. MamaVSoap underscores the benefit of having a web presence, "As a buyer, I have a problem when I purchase a small item at a craft fair and then can never find the seller again."
Pervasive Time and Space:
You can reach an audience of potential customers beyond borders and make connections to people in foreign countries. This opens your shop up to different time zones, and, even more close to home, you can "extend your hours" by having an online presence. gufobardo, who is based in Sardinia, likes that her shop is open 24/7. The internet never sleeps! We've witnessed this right here at Etsy, as it has grown into more and more of a global marketplace. The internet also doesn't have bad weather! HendersonPipes has been disappointed by craft fair turn outs,"Paying a large table fee and then having Michigan weather dump a bunch of snow, keeping people home, is a huge downer." That said, being "placeless" online can be challenging — where do you hang your sign for all to see? You'll need to put yourself in front of "virtual foot traffic" where online shoppers will find links to your items. Many sellers do this by purchasing ads, joining group marketplaces where they know shoppers will be searching for products with keywords or "tags", and by generating buzz through print and blog coverage. Another challenge? "It's difficult to stop 'working' on your Etsy shop. It's so much fun, it's hard to say 'I'm done for the day,'" says littleTstudio.
No Face Time:
This is one aspect of selling online that feels very different for the real-life-entrenched, and for some folks, the lack of face-to-face interaction with customers is a bonus. Selling online works particularly well for shy people or people that have a hard time acting as a "salesperson live and in person" as thedreamygiraffe put it, and hey, also people who like to stay in their "jammies" all day, as FashionCandy says. Parents who want to be with their children can work from home, as BululuStudio noted. But for some people, selling online feels, well, isolating and too "computery." In other words, if you thrive off of your embodied presence, it may take some time to figure out how to translate that through a keyboard. Direct emails or the Etsy email system (called "Conversations" or "convos") are a fairly intimate way of communicating with customers, and it's up to you to find your own professional/friendly tone. Online language may be chirpier and come in quick spurts (especially for Twitterers), whereas some forum-regulars prefer on-going text-based discussions, while some folks like the interactivity of the Chatrooms and the real-time, webcam-enabled Virtual Labs. Bloggers will tell you that sharing their lives and creative processes through their blogs can garner them quite a following. So in a way, you get to document your life and have your face-time on your own terms (on your good hair days). All kidding aside, it's an art form in itself to be able to express your personality and your vision largely through text and photos (perhaps short videos too). There is the flip side of face-time: you'll need to get close to your postal carrier! As sugarlotusdesigns pointed out, she's still trying to figure out the "complexities of postal rates!"
Get the Tech (the Hard and Software of Selling Online):
We know a couple of people who seem to have this electric charge running through their bodies that makes computers just randomly start whirring and hiccuping until they're kaput. So if this is you, you need to do something about that (take tai-chi classes?), because there's no denying that you're going to need some electronic equipment if you want to sell online. Once that's taken care of, the required gadgetry is pretty straightforward. You'll need a digital camera. You'll need a fairly speedy internet connection. You'll need a computer with enough juice to store photos and run Photoshop and a word-processing program (though you can use Picnik and Google Docs which are free browser-based applications). And you'll need to enjoy these things! It takes time and passion to shoot photos that conjure the artistry of your pieces. You have to be able to sign in and check on your online presence often. Just because you aren't physically there, doesn't mean you don't have to be virtually "there" and checking to see if you got messages or sales.
It can be daunting, true, but launching your online presence can be a very fruitful endeavor if you stick with it. One of the most amazing things about Etsy is the community of sellers who will share advice and how-tos. We will welcome you!
What do YOU tell your friend or loved one who views selling online with trepidation, but has the potential to start an Etsy shop that would blow everyone away? Comment below! For more, see also this forum thread where sellers quoted in this post shared their experiences.
And if you're participating in the Shop Makeover Series, post a link to your before and after shots! Check out the Etsy Shop Makeover Flickr pool here.
| Tags | beginner's guide, How-To, HOW-TO, n00bs, newbie guide, online presence, Seller Handbook, selling online, Shop Makeover series, tutorial, Your Shop 101 |
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98 comments Login to add your own!
AlloverArt
Great article! Thanks for asking us for our input. Everyone is so insightful.
BluCille
My husband needs that coffee mug! He works from home so is always on the computer. He uses a laptop though :)
4TheSparrowsNest
I think some folks have the opposite mentality; they don't realize the work that goes into selling online. Since the internet is swamped with sellers these days, it takes an incredible amount of effort to even be noticed. Some of my family members think that just because I've launched an online store I should be raking in the sales, lol. I have no experience as of yet with brick and mortar venues or craft fairs other than a few local consignment opportunities. I'm still learning about this, and my knowledge has grown exponentially in the four months I've been here on Etsy. My advice?? Be involved in the Etsy forums!! A true wealth of knowledge exists there for anyone serious about making your online business succeed. This community is wonderful and very supportive.
4TheSparrowsNest
I love that "be not afraid, you were born for this" pendant by jeanskipper, by the way. That's the mentality you have to have to be successful. Don't fear, and give it all you've got!! Selling online can be very rewarding. That's what I would tell someone who might have any "trepidation" about the subject.
purplelemondesigns
I really enjoyed this article. Great for "telling the story" of online shops.
LaveMeSoapCo
like i said on the thread, i tell my loved ones to be prepared for a lot of work and to put on 5lbs. it will happen.
Vanessa
LaveMeSoapCo - I'm gaining some pounds at my desk job here at Etsy too ;)
EpicBones
ohh, mhm. good article. selling online can be a blessing and a curse, i suppose. :)
baconsquarefarm
LaveMeSoapCo. oh my goodness, I've found a few extra pounds on me as well. lol. Not funny really. Great info missbatch and vanessa.
RubyStudios
Clever selections of encouragement! Keep plugging and find your niche!
topsyturvydesign
Great article Ms Vanessa! I just forwarded this to a pal who needs a serious nudge :)
CityChicCountryMouse
Well stated. This sums it up with some great points from sellers.
yosemitevintage
I've enjoyed this article so much and will pass it on to a few people who will really appreciate it. Thanks Etsy!
papertreats
Being on the Martha Stewart Show last month drew many inquiries about etsy. I have given several of my friends advice, and a many have now set up their own store. Photos are really the most important part of your listing. I always tell them take 20 photos of 1 item (if need be..hehehe) But never, never put a blurry photo on! Buyers have oodles of choices out there! If they can't see cleary what your selling, they'll go elsewhere!
gilstrapdesigns
It is a lot of work selling online but it is easy and managable to do it and it is not expensive at all getting started and compared to a brick and mortar store. I love selling online I think that it is very exciting.Your work is seen all over the world WOW!
capturedimagination
Great article to inspire those people who have been putting off that next step. There is definitely a lot of work that goes into starting a shop online but it's been worth it. Taking the photos is the most difficult part for me but I believe the time it takes is comparable to the 'set up' and 'break down' I go through at markets and fairs. I can also display a lot more items for my buyers online than I can in my 8x8 space at the Saturday Market. And, like 'gilstrapdesigns' mentions, you can reach people all over the world without expensive airline tickets! Yay internet!
beyondtherockz
We read an article about Etsy and decided to give an online effort a try. In the process we discovered a big eye-opener: That once narrow road leading to being noticed is no more! An online presence has widened that road, and it has branched out to so many possibilities. How could we not give it a try!
pouch
selling online takes time, it's like a snowball effect, slow and small at first, but over time it gets bigger! The more links your put out, the more networking you do, the more people will find you :)
I love that wrist rest by the way!
TheCottageCheese
Great article, thanks missbatch & Vanessa! The Shopmaker series along with good advice and recommendations from other Etsy sellers have prompted me to get involved in forums, chatting during "Live" events, and I even just started a blog and regularly read and comment on other blogs. All seem to have had a positive response and I'm seeing lots of new visitors to my shop. Next steps: banner re-design, joining a team, and downloading Google Analytics.
GemmaBeads
Super article! I love this quote - "Just because you aren't physically there, doesn't mean you don't have to be virtually "there" and checking to see if you got messages or sales."
I've seen people open a shop, list one item, wait sadly while it didn't sell, and never list anything again. There IS work and marketing and follow through involved. Managing your shop is, in a lot of ways, very much like managing a brick and mortar shop.
Etsy is a great place to jump right in and get going. You can advertise, network, workshop, just about anything you want to do, right here.
Well this community suits me and my 'Mommy in pajamas, shy but determined, home-body, friends with the mail carrier' self.
CupboardOfGood
4TheSparrowsNest you are so right! I keep having people say "have you sold anything yet?" How depressing! Notice none of them are willing to start off your sales though!!
I think it's just good to get yourself out there though. I've learned loads already, and am already planning a makeover! Plus opening the shop has made me stop taking apart and remaking the same necklace for four weeks in a row. Dithering is one of my greatest faults, but new year new me, i hope! Get busy, and stay busy, is the plan for 2009!
PeppermintDaydreams
words of wisdom. selling online is a crap load of work, but i absolutely love it! thanks for this article.
stitchcrafter
Thanks for the pep talk.. it really helps when I'm feeling guilty about the time I'm' putting in on the computer..:)
thesmilingfoxstudio
It's taken me a long time, but recently I bit the bullet and went on-line. No sales as yet after a couple of weeks, but articles like this help a lot. Thanks guys: keep the educational stuff rolling! :0)
serendipityag
This is a great article. Very easy to understand, and lots of encouragement for a newby to whom “online” is a foreign language. I’m struggling myself to gain that ”online presence” through my website and Etsy. I refuse to give up, even though I’m waiting for my first sale. Keep up the good work, Etsy!
TangleWitDesigns
Thanks for the great input! I can always use a nudge in the right direction. I appreciate the time put into this article for our benefit. Thanks Etsy!
TheFlamingPearl
THANKS SO MUCH! This article is going to give me the kick I need to revamp my etsy store into a more successful store. I am going to upgrade my photos and start listing more often to get back the traffic I had when I first started. I was considering doing two arts and crafts shows in Sister's Oregon. Now I may only do one of those and put the rest of the time and money into updating my etsy presence. I love etsy! :8)
4TheSparrowsNest
CupboardofGood...I laughed when I saw your comment about your family and friends harassing you about making sales but yet they haven't bought a darn thing!! This happens to me all the time, LOL. And Serendipityag, your woven beaded necklaces are lovely!! Keep your spirits up and don't give up! Your sales will come.
cavaliersartstudio
We are new to etsy, and appreciate all the information on helping us present our products in a better marketing manor. Thus making more sales. Thanks again for all the great information.
novadesigns
Great article and LaveMeSoapCo you're so right... I really need to figure out how to lose them...but that means stepping away from the computer.. yikes :o)
maclancy
I have been selling online for over 5 years... I work 8 days a week, and while I am sleeping I am dreaming of making treasuries.. I am not kidding. so my idea is that if you are serious about selling online.. number one is be very unique in your product if possible.. and second, learn how to do the books for taxes and also take risks.. try new ideas and keep in touch with other people who do the same thing.. they are not the enemy but rather the co-worker that is in the big global office... enjoy!! and thanks for all the good advice.. my daughter called today to ask about Etsy and I am sending her this article! again another great article by Etsy folks!! thanks again!
Jenco13
wow so much to know!!-- would love for other people to give me an idea of where I should start my shop make over--mabye it will help make my first sale!
paintingpam
You have great ideas to help all. I'm starting because my son is going off to college next year and I'm going to need something to keep me busy and I love handmade paper. It's a return to a business I had when he was young. Thanks.
Softpencil
Great article! It´s very interesting!
I love selling on-line because I can reach people all over the world and this is amazing for me.
minniesheart
I was one to think starting an Etsy shop would be easy, and it was! I just didn't think about the "after", LOL.
barnfirestudio
thankyou for this info. i just opened a shop this month and it helps to hear to hang in there!
LoraCornellMcKelvey
I opened my shop last month. Already, this is turning into quite the experience! I am not sure what to expect, but I am having fun and learning alot. I know this is just the beginning...thanks for this article. Someone said to be involved in the forums. Seriously, I don't even know that that is yet.
GreetingsthatGrow
This turned out great! Glad to see some familiar "faces" quoted in here too!
KipaniDesigns
I appreciate etsy so much! Thank you for having this excellent idea years ago (probably) and turning it into the reality that it is for all of us today! You rock!
misohappi
As a new shop on etsy, I appreciate the generous
sharing of info. I hope I can reciprocate in someway
down the road.
Greenbriar
Thank you for the wonderful article. It is encouraging to hear that it is hard work for others. I have been up since the 8th and haven't had a sell yet but I keep plugging away. Hopefully, it will happen for me! I love the computer coffee mug and computer wrist rests.
ChocolateBeachFlower
i really enjoyed reading this article it's great info!!!
JLMould
Thank you so much for sharing that with us.. It was a good read!!
Jessica Lynn
Fantasticfigments
This is a great article and so true there are so many people out there who aren't "hooked" up yet and it is so important to help people understand how EASY getting and shoping online is!
Thanks!
Smooches
Steph
GartzBarn
Thanks, really helpful for newbies, esp about picnik. I was stuck there.
stoneandbone
Great advice, it gave me a new perspective on the way I look at the cost to run my online shops. It makes more sense to pay for ads and renew fees, than to always pay for increasingly expensive craft booths, gallery fees or ads in mags. I've done it all, and found Etsy has given me so much on all levels. Plus the support is wonderful. Knowing that my shop is open 24/7 and I can reach international buyers is such a plus. Kudos to you guys. What would we have done with out Etsy? Such a beautiful revolution to the home based business. PK
smallestforest
Hah, that is so me..."thought about taking the plunge to start selling online, but is still standing on the shore..."
What a goose. Great article, thanks, I'm coming.
GrannySacks
I've made crafts for many, many years and have sold virtually none as I simply can't make myself approach a shop to try to get them to carry my wares. I'm just not a saleman. So, online is a Godsend to me. Even if I don't get rich at least I've made an honest effort. Thanks for pointing that benefit out to me and others.
spacejam
I ve been enjoying vintage items - and only recently started selling them!! Great article!!
everyone find him/herself here =))
lilyomay
Thanks for the great article! All and all I love the comradarie of the etsians and how everyone support each other. I love it here!
VintageDesires
Thanks for the advice. I think I need someone to sit along side of me to make me understand how to do this whole thing(since I'm online selling challenged!). I've been buying mostly and trying to learn my way around to open my own shop (with antiques and vintage) but am confused about shipping, shipping charges, etc. Don't want to start out on the wrong foot with not knowing EXACTLY what to do when I open my own shop. I've enjoyed meeting all the wonderful people who make the most wonderful things on here and hopefully eventually will be a part of the selling end of it. Thanks for the advice.
kokoroblu
hi, thanks for the article, this one and everyone! they are always so useful! we are still trying to get involved...and little by little to understand how online shops work... think it is a different way to propose yourself to the world than in a face-to-face selling... and great photos are a must! that's what we are working on these days... for the new listings! hoping to renew the shop shortly!:-) !!!
kokoroblu
...I just added some newbies that made a comment to this article to my fave... just practicing networking and helping the community! :-)
Beas63
Thanks for the article I just started selling on Etsy and I am so excited about it. It seems a lot more fun than ebay and I didn't have much luck there. There is so much information her and I am delighted to have found you. Thanks.
tweettweetboutique
this article spoke to me-it is exactly what i am experiencing now-most of my sales are local, word of mouth and that is just the way i like it. but...........on etsy-i am just trying to stay afloat. i have listings but my pics/shop pricing and arrangement are in need of some mentoring! i just feel like i can't formulate the right questioins (although i have the them right in my head!). thanks for keeping this topic on the front burner!



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