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Picture this: You’ve developed What Was I Saying, a new smartphone app to help those who lose their train of thought mid-sentence. To prepare for launch and jumpstart your marketing efforts, you ask your team to line up social media influencers and buy ads; you also task the engineering team with submitting your product to the App Store.

But the launch date arrives and there aren’t any marketing campaigns to be found. The influencers are silent, the ads appear on the wrong sites, and the app isn’t available for download. It turns out the timeline was unclear and no one was on the same page during preparation.

A formal timeline and clear marketing goals could have prevented this miscommunication. For businesses, detailed marketing plans provide the framework for communication and execution.

Read on for three marketing plan examples to inspire building your own marketing plan.

Table of contents

What is a marketing plan?

A marketing plan is a comprehensive outline of the promotional strategies and goals a business hopes to achieve within a specific timeframe. Marketing leaders build these plans and use them to communicate priorities and new initiatives to relevant team members.

A successful marketing plan includes all of the marketing objectives your team aims to meet as well as the details your team needs to begin building marketing campaigns—including information about marketing budgets, marketing mix, and marketing channels.

Depending on your goals, your plan may involve all available channels or focus on just a few. For example, if you run a clothing brand that partnered with an Instagram influencer on a capsule collection, you might prioritize a social media marketing plan to take advantage of your collaborator’s audience.

These plans may also include timelines and spending priorities. A foundation of market research supports successful marketing plans, meaning demographic insights and competitive analysis shape the marketing planning process.

\n\n

Marketing strategies vs.marketing plans

While both marketing strategies and marketing plans are necessary to meet key performance indicators (KPIs), the two are not the same.

\nMarketing strategy: the overall efforts you take to position your business, wherein the marketing goals you set ladder up to company-wide initiatives.

\nMarketing plan: the specific steps you’ll take to achieve your business objectives within a specific timeframe.

For example, to increase traffic to your ecommerce site, your marketing strategy might be to run ads on social media platforms where your content has performed well organically. Your marketing plan would include the steps needed to bring that social media campaign to life—including a paid marketing plan for when to run ads and for how long.

3 marketing plan examples

Great Jones
Sabai
ALOHA

A comprehensive marketing plan includes research, goals, and an overview of the company’s newest marketing initiatives. Marketing plans typically follow a standard structure, but their contents are unique to each company. Consider the following examples to see how several Shopify merchants created plans to support their own business goals:

Great Jones

Known for its colorful enamel cookware, Shopify merchant Great Jones launched its first product line in 2018. As a new, rapidly growing company, the Great Jones team embraced experimentation and adaptation as core components of its marketing strategy.

Great Jones CEO Sierra Tishgart explains that a detailed marketing plan helps the team focus its creative efforts: “It’s really helpful to have the structure of goals while also recognizing that we’re a young creative brand.”

Great Jones’s cast-iron Dutch ovens are designed to last a lifetime, but Sierra says this makes it difficult to attract repeat customers—once you’ve purchased one, you probably don’t need another. Recent customers represent a significant portion of the company’s email subscribers and social media followers, so the team adjusted its annual marketing plan to appeal to this audience by incorporating a gift-giving program. To support this marketing strategy, it implemented marketing tactics that added appropriate language to email copy and formed a partnership with the gift-giving platform Zola. It also added an option to include a personal note to the gift recipient.

Key components of this successful marketing plan example

This creative marketing plan example was informed by the Great Jones team’s:

Deep understanding of their products and target audience

Ability to identify the right marketing channels for their detailed marketing programs

Sabai

Crafted in the US, Sabai is a modern, eco-friendly furniture retailer. Its founder and CEO, Phantila Phataraprasit, says consumer research helped her company craft a digital marketing strategy that resonated with its audience. Sabai’s team defines its target audience as “individuals who are passionate about sustainability and the well-being of our planet, particularly those juggling busy lives and family responsibilities.”

Phantila emphasized Sabai’s commitment to understanding customers: “Data analytics is pivotal in shaping our marketing decisions. By continuously measuring web, email, and social media analytics on a monthly, weekly, quarterly, and yearly basis, we gain deep insights into our customers’ preferences and behaviors.”

Insights gained from customer data inspired Sabai to develop a new program called Repair Don’t Replace.

“We meticulously considered every touchpoint to create a program that resonated with our audience’s commitment to sustainability and practicality,” Phantila says.

Sabai designed the Repair Don’t Replace initiative to demonstrate its commitment to sustainability and deepen relationships with customers committed to an eco-friendly lifestyle.

Key components of this successful marketing plan example

This creative marketing plan example was informed by the Sabai team’s:

Nuanced insights into customer behavior via marketing data analytics

Drive to stay true to the brand’s mission statement

ALOHA

Plant-based protein bar brand ALOHA is committed to providing easy access to nutritious food. Its VP of brand and content, Julia Shapiro, described the competitive consumer packaged goods sector as one of the brand’s biggest challenges. The ALOHA team used in-depth market and competitive analysis to build an effective marketing plan that made the product stand out.

“In a rapidly changing category, research allows us to keep an ear to the ground, tracking shopping, eating, and media consumption habits,” Julia says.

The ALOHA team used multiple market research techniques in its competitive analysis—including customer surveys, category surveys, and focus groups—to sharpen its assessment of the competitive landscape.

“We conduct[ed] primary research of the broader category to gain a better understanding of the different shopper segments and how and where we might reach them,” Julia adds. “This allowed us to learn things we wouldn’t otherwise learn through our own shoppers, helping to lay out a path for growth and expansion.”

To complete its research, the marketing team conducted a SWOT analysis, which focused on the business’s strengths, weaknesses, opportunities, and threats. “Our SWOT helped us to better understand the options shoppers are faced with and why they might choose one brand over another, including ours,” Julia says.

Combining the insights from these market research efforts helped the team develop a differentiation strategy to market its new product.

“The recent launch of our Paʻakai bar is a great example of a campaign success story,” Julia says. “The Paʻakai is our second special edition bar and was created using ingredients from local farms in Hawaiʻi, including macadamia nuts and 100% pure Hawaiian sea salt. Ten percent of proceeds from this bar also goes to our local non-profit partner, to help fund education programs in Hawaiʻi. This bar represents what people have come to expect from ALOHA: providing healthy food with top-quality ingredients while using business as a force for good.”

Key components of this successful marketing plan example

This creative marketing plan example was informed by the Sabai team’s:

Market research tactics

SWOT analysis

💡Ready to create a marketing plan for your business? Download a free marketing plan template to get started today.

Marketing plan example FAQ

What is the difference between a marketing plan and a business plan?

Marketing plans outline a business’s goals and different marketing strategies for product promotion. Marketing teams use them to make decisions and plan marketing activities. Business plans, on the other hand, cover the entire organization’s strategic direction. These plans include broad business strategy goals as well as product development programs and financial projections. Company leaders often present business plans to external stakeholders and investors.

What makes a good and effective marketing plan?

A winning marketing plan provides all the information your team needs to start promoting your product. Effective plans establish clear marketing goals and provide the steps to follow to achieve them. The best examples include specific success metrics that derive from a solid foundation of consumer and market research.

How do you prepare a marketing plan?

To create a marketing plan, start by researching your target market. Select a set of specific, measurable goals that support your overall business initiatives. Determine the digital marketing mix you will use to achieve your goals and write out an implementation plan. To jumpstart the process, consider reviewing a sample marketing plan or downloading a free marketing plan template.

","excerpt","With real-world marketing plan examples, learn how to outline your business’s promotional strategies and goals.","excerptHtml","

$\"An$

With real-world marketing plan examples, learn how to outline your business’s promotional strategies and goals.

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Choosing a bank that’s right for your business is no small task. No matter if your banking needs are straightforward (like opening up a business checking account) or more complex (like getting a line of credit), finding a bank that fits your needs is crucial.

But with 4,000+ FDIC-insured banks in the US as of 2019, how do you know which bank is the best option for your company?

In this guide, we dive into everything you need to know about choosing the right bank for your business.

Here are eight questions you should ask before choosing a bank:

1. Is the bank small business-friendly?

Many banks specialize in certain types of businesses. It is best to find a bank that’s known for managing the banking needs of companies in your industry.

You can evaluate if a bank is small business-friendly by keeping these questions in mind:

What is the reputation of the bank in the market?
How does the bank handle chargebacks and other business problems?
Has the bank handled a similar type of business account in the past?
Do they offer solutions and financial advice tailored to your industry.

2. What is the fee structure offered by the bank?

All banks charge fees. Evaluating fee structure gets tricky because this information tends to be vague.

Some typical fees banks charge are:

Service fees
ATM fees
Account fees
Management fees
Withdrawal/deposit fees
Inactive account fees
Overage fees
Credit card processing fees

You need to know the amount of each fee and compare rates among different banks. Does your business use ATMs or credit cards frequently? Then you might want to look for a bank that doesn’t overcharge fees in these areas.

Lastly, you don’t want to get caught off guard by hidden fees that may add up over time. Do your due diligence and make sure you account for any potential fees.

3. Are there any perks or incentives offered by the bank?

Ideally, you’d want a bank that offers basic business banking products and services like debit cards, online business banking, cash management services, and more.

But many banks offer much more—like attractive introductory offers or low-interest rates to keep a certain minimum amount in your account always, payroll services, etc.—especially to small business owners as bait to lure the big customers in.

Some conditional perks may be suitable according to your business requirements. For example, the incentive to maintain a certain balance in your account always may be good if your goal is to keep some funds intact.

When choosing a bank, make sure you understand the incentives and the cost you’re paying in exchange for them. In other words, read the fine print.

4. Does the bank have a hassle-free loan process?

You may not need a small business loan right now. But you might need one in the future as your business grows.

If you’re looking to fund your business, it helps if one bank can offer you the loans you’d need since you already have an existing relationship and understand their regulations.

Many banks also specialize in small business administration (SBA) loans with some of the lowest interest rates and longest-term loans. If you plan on applying for a loan, it’s best to search for those specializing in SBA.

Shopify store owners can benefit from merchant cash advances and loans through Shopify Capital. This funding is repaid as a percentage of your store's future sales, making it a simple and hassle-free loan option for many small businesses.

5. What is the bank’s customer service like?

It’s important to choose a bank with a customer service team that is friendly, accommodating, and helpful as you’ll be interacting with them often.

Some questions that can help you evaluate the customer service of a bank:

Is there a 1:1 relationship manager?
What is the turnaround time to receive a reply on queries?
Is there 24/7 support?
What are the hours of operation of the bank?

Remember that customer service also includes things like ATM locations. If there are only a few ATMs in your area, you might end up paying a fee for using another bank’s machine.

6. Does the bank meet your cash flow requirements?

Your bank must meet your cash flow requirements because it can be more important than profit in some cases.

Some banks have a cap on maximum and minimum withdrawal amounts, so it’s critical to evaluate whether that number is sufficient for your business needs. Find the daily, weekly, and monthly transaction limits. You’ll end up paying a hefty fee if you cross them.

For example, if you do 200+ transactions per month, a bank with a limit of 50 transactions per month is not a good fit.

Remember to evaluate this for the future when your business grows; will your bank upgrade its limits?

Ideally, you should find a bank that allows unlimited transactions and has no cap on how much money you can transfer or receive each month.

7. Does the bank integrate with your existing bookkeeping software?

Saving time where you can as a business owner is always a good thing. In fact,

Clutch found that for 72% of small businesses with ten or fewer employees, one person handles both HR and accounting responsibilities.

Thus, the bank you choose should mesh with your regular bookkeeping and accounting tasks without adding stress. It’s crucial that the bank you choose integrates with your accounting software to make your life easier.

8. Does the bank you’re considering have convenient and secure online banking?

Online banking is a necessity in today’s economy. But with the rise of online banking, there’s a rise in cybercrimes, too, especially for small businesses. A whopping 43% of cyber attacks are aimed at small businesses.

When evaluating banks for safety, check what security measures they have in place to prevent cyberattacks and other security risks. Things like two-factor authentication are an excellent way to add another protection layer.

Apart from security, there is the convenience factor. Read app reviews of the bank on App Store and Play Store. But since both platforms aren’t free from false or paid reviews, make sure to do a thorough check.

Frequently asked questions about business banking

Here are a few common questions that might pop up as you start to look for a bank.

\n
Can I use my personal bank account for my business?\n

There are two reasons why you shouldn’t combine your personal and business bank accounts:

1) Your personal bank may not be small business-friendly. It may lack features like low-interest loan options, payroll services, etc. you may need to run your business.

2) Keeping business and personal expenses separate makes filing for taxes easier. When claiming business expenses as deductions, it’s simpler to have a different account to work from instead of combing through a combined account.

Should I choose a small or large bank?

The short answer: It depends on your needs.

Big banks may have more funds to provide and more business-friendly services. But they also have a large pool of customers, meaning things like getting personalized service and hassle-free loans can be difficult.

Small banks offer a more customized service to suit your business needs. You might be able to leverage being one of their bigger customers and get better support.

Do I need to choose only one bank?

If different banks meet different needs of your business, it makes more sense to choose multiple banks. For example, one bank might offer better loan options while another might have an ideal savings account interest rate.

Keeping your businesses’ funds in different locations can also aid in establishing multiple track records and providing additional security (since all your funds aren’t in one place.)

However, working with different banks means juggling different accounts. It’s convenient to have one account that suits all your needs, but you may find banking with multiple institutions suits you better.

Take your time (but start early)

Choosing the right bank for your business is a lengthy process. Nobody knows your business goals like you do, which makes choosing the right bank all the more challenging.

But the right bank has a considerable effect on your business. It impacts how smooth your business runs, how easily you can expand, and how convenient it is to manage complicated finances.

Remember to take your time. But the sooner you start, the earlier you set up your business for growth.

","Choosing a bank that’s right for your business is no small task. In this guide, we dive into everything you need to know about choosing the right bank for your business.","

\n $\"Shopify$
Choosing a bank that’s right for your business is no small task. In this guide, we dive into everything you need to know about choosing the right bank for your business.

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Cash flow is critical for any business—large or small. It isn’t limited to physical bills and coins you currently have on hand, either.

For an accurate total of your cash, you must include the following:

\nCash on hand: Undeposited cash collections and other cash for deposit such as customer’s checks, bank drafts, and money orders.\n
\nCash in the bank: This includes demand deposit, checking account, and savings account.\n
\nCash fund: Money set aside for current and small expenses such as petty cash fund and payroll fund.\n

Now that the nuanced meaning of “cash” is clear, let’s talk about cash flow.

What is cash flow?

Each business cycle requires a series of earnings and expenditures—also called cash inflows and cash outflows, respectively—to sustain itself. Your cash flow is the net balance of whatever remains after deducting the outflow from the inflow.

As a business owner, you’ll either have a positive or negative cash flow. Positive cash flow indicates a higher amount of cash receipts than cash payments. Conversely, higher cash payments will result in a negative cash flow.

But here’s where it gets tricky—cash flow is not a measurement of profitability. This means having a positive cash flow doesn’t guarantee a profitable business. Negative cash flow is the same.

Just because a business isn’t getting enough income right now doesn’t mean it’s going under.

What makes cash flow so important, then?

No matter how stable the economy is, business is unpredictable.

Timely and relevant financial reporting will help you understand the health of your business. And these financial reports need detailed and adequate information to make forecasts and plans to help your business grow.

Your cash flow statement, in this case, is necessary to gauge criterion, like:

\nLiquidity: Your business’ ability to get cash and pay bills whenever necessary\n
\nSolvency: Your business’ ability to settle long-term debts and financial obligations\n
\nAmount, timing, and certainty of future cash flows: Your business’ ability to adapt to changing circumstances and opportunities\n
\nOther aspects of cash flow: How other variables, like fluctuating prices, impact your bottom line \n

An agile business is built and supported by four key pillars required in financial reporting: Balance Sheet, Income Statement, Statement of Other Comprehensive Income, and Statement of Cash Flows. And the statements that generally account for the revenue and expenses of the business are the statements of income and cash flows.

How do I understand my store’s revenue and expenses?

Start-up owners must know how to account for all business transactions, especially expenses and revenues. This process of recording and managing finances is called bookkeeping. You can run your books manually or turn to accounting software to simplify the process.

The income statement is the first thing to look at to understand your revenue and expenses. It’s a formal statement that shows your company’s financial performance for a certain timeframe.

To simplify bookkeeping and to better understand how well your business is performing, you can manage your money and business in one place with a Shopify Balance account. Balance allows you to make smarter business decisions by easily keeping track of the money coming in and out of your business. You can also get a clear picture of your business finances with personalized charts and graphs within the Finances Overview section.

\n\n

Understanding and calculating revenues

Revenue is a measure of what a company earns by selling goods or services. There’s no doubt that businesses pay more attention to this single item than any other in an income statement because it determines how well their business is doing.

Many businesses pay attention to revenue the most compared to other items on an income statement because it’s the total amount of income you’ve generated.

But your revenue, however, isn’t your total income. Total income (or gross income) has both revenue and gains:

Revenue: The amount of money your business makes from selling your products or services—or “ordinary” activities

Gains: The amount of money your business makes from other activities aside from selling your products or services

Let’s use a real-life example to illustrate:

Pat started her Shopify store selling sports clothing and equipment. Her total revenue is the total sales in sports clothing and equipment, but her gains come from extra rental income when she allowed one of her suppliers to rent the free space in her warehouse.

The way most companies calculate revenue is pretty much the same. Here is a simple formula to use:

Units sold x average price

Amount of customers x cost of a unit provided

You might be tempted to see your gross revenue as how much you’ve made, but what you really want to look at is your net revenue. Net revenue is how much money you’re left with after you account for the cost of goods sold.

In other words, once you subtract how much money it costs you to make, market, and sell your product, the number you’re left with is your net revenue.

An easy way to calculate your net revenue is:

Net Income = Revenue - Profits

It’s important to note that net profit and revenue are directly related, whereas expenses and profit are inversely related.

Understanding and calculating expenses

Every business has expenses, and there are several types to manage. Expenses are, to put it simply, the cost of running your business. Think: Materials to make your products, hardware and software to power your online store (if you have one) or rent for your brick and mortar store, marketing efforts, employee paychecks, and more.

Here are some of the biggest expenses to track:

\nCost of goods: The amount you originally paid your supplier for the materials and labor needed to create your product(s) \n
\nDistribution costs or selling expenses: The shipping, insurance, and marketing costs\n
\nAdministrative expenses: This includes utilities, salary expenses, legal and financial, and office maintenance costs\n
\nOther expenses: This includes unpredictable expenses like tax penalties and repair expenses\n
\nIncome tax expense: The amount of taxes owed during a specific period.\n

To calculate your total expenses, simply add these categories together.

How do I optimize my business revenue and expenses?

To increase your net profit, increase your revenue while reducing expenses. While that sounds like a no-brainer, this is tough to do! It can be tricky to reduce expenses, especially when you’re just starting out.

“ Improving your net profit (the actual money that you keep) requires you to push the effort on driving revenue 📈 and costs 📉.”

\nJason Wong, Doe Lashes Founder\n

Here are some helpful ways to optimize your revenue and expenses:

Use analytics to grow your business

Analyzing product data can help you discover trends and help develop new products for your business.

If you’re launching a new product, research competing products and customer experiences. With this data, you can create products that better suit your customers’ needs, thereby increasing customer satisfaction and sales revenue.

Pay attention to your data

Real-time analytics has a lot of benefits. One of the biggest being that you can anticipate problems before they arise and take action early. If you don’t use your data to mitigate problems, you’ll be doing a lot of damage control.

For example, if your inventory management system indicates you’re about to run out of a product before a big sale—like Black Friday or Cyber Monday—and you don’t order ahead of time, you’ll be left scrambling to replace the inventory after the fact. Store data can also be used to secure merchant cash advances to help during busier periods.

Data should be seen as a company-wide asset. When the right people have access to relevant data, they help you run your business more efficiently. This also reduces costs, time, and wasted resources, which saves your business in the long run.

“Increasing revenue takes time, investment, and hustle. Growth is difficult. A small business may have already reached their ceiling for what they can do in a year. Decreasing expenses is far easier. Trimming the fat immediately improves the bottom line.”

\nCorey Haines, Swipe Files Founder\n

Nurture your employees’ skills

When you match your employee’s skills with their responsibilities, you’ll see a huge improvement in your business—especially with employee morale.

Once you understand your team’s strengths and weaknesses, do your best to help them grow and evolve their skills. It’s way more expensive to hire and train new people than it is to invest in your current workforce.

In fact, according to a report from Training Mag, the average small business in the U.S. spent roughly $1,886 on each new employee. Those costs can be major for newer business owners who are just getting their footing.

Opt for a digital marketing strategy

Traditional marketing cannot forecast trends as fast as digital marketing. Digital marketing not only allows you to reach more customers outside your local radius, but ecommerce software and tools give you an edge in determining how to best meet your customers’ needs.

“The solution is to approach marketing holistically, in terms of its coordination with finance, operations, logistics, customer service, and internal and external communication, all working toward the same business and brand goals.”

-Ana Andjelic, strategy executive

Here are a few excellent digital marketing avenues to consider for your business:

Email marketing: 64% of small businesses rely on email marketing to reach their customers. Use email to inform new and existing customers of new product launches, sales, discounts, and more. It’s also a great way to build a relationship with your customers.

Video marketing: According to Wyzowl, about 87% of marketers believe video gives them a positive return on investment (ROI). And these days, there are countless video marketing tools such as Vimotia and Videowise that make this channel both effective and affordable.

Social media marketing: Being consistently active on social media really does pay off. In fact, 57% of consumers follow brands to stay up-to-date on new products and services, and so much more.

Why you need to understand your revenue and expenses

Every business starts with the goal of making a profit and staying in business for the long haul. Being strategic with your marketing and business operations increases your revenue and reduces business expenses, which keeps you in business!

Understanding the health of your business starts with knowing your numbers—even if it isn’t one of the most exciting parts of running a business.

","Cash flow is critical for any business—large or small. Understanding the health of your business starts with knowing your numbers—even if it isn’t one of the most exciting part of running a business."," $\"Shopify$
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The US wholesale trade industry generates around $670 billion every month—a market too big for sellers to ignore. While more businesses are entering wholesale ecommerce, finding and partnering with trustworthy suppliers and sourcing products can feel overwhelming.

This guide will help you understand how wholesale buying works, explore your sourcing options, and learn how to find wholesale or dropshipping suppliers that match your business needs.

Whether you’re just starting out or looking to expand your product line, you’ll discover practical strategies to build reliable supply partnerships.

Table of contents

What is a wholesale supplier?

A wholesale supplier buys products directly from the manufacturers and sells them to retailers. The wholesale model gained popularity during the rise of mass production in the 19th century.

Wholesalers serve as intermediaries in the supply chain, buying products from manufacturers or distributors in large quantities at discount rates. They pass these savings on to retailers, who typically pay between 60% and 70% of the final consumer price. Most wholesale suppliers have product licenses and offer special pricing that’s only available to retail partners.

Sell wholesale and direct to consumers with Shopify

Only Shopify comes with built-in features that help you sell B2B and DTC from a single store or platform. Tailor the shopping experience for each buyer with customized product and pricing publishing, quantity rules, payment terms, and more—no third-party apps or coding required.

\nExplore B2B on Shopify\n

How to find reputable wholesale suppliers

Finding the right suppliers for your business takes time and research. Here’s what to look for:

Product quality

Do some market research before placing big orders. Some marketplaces have more knockoffs and low-quality items than others. Get samples to check quality yourself—this helps you avoid getting stuck with products you can’t sell.

Pricing and negotiation

Keep track of wholesale prices and don’t be afraid to negotiate. Most suppliers offer better deals when you buy more. A 10% discount is pretty standard and shows you’re getting fair rates.

Customer service

Choose suppliers who have a track record of solving problems quickly. This is especially important if you’re dropshipping. Check reviews and ask how they handle issues like damaged items or shipping delays.

Shipping speed

Most customers view fast delivery as taking less than three business days, so ask suppliers about how long orders take to process, which shipping carriers they use, typical delivery times, and if they offer options for rush orders.

7 leading wholesale suppliers

Want to offer a variety of products or compete on price? Here are some great wholesale marketplaces to check out:

1. Shopify Collective

\"A — Sell products from other retailers on your online store with Shopify Collective.

Shopify Collective lets you buy and sell wholesale products from your online store, retail locations, and social media accounts.

This platform is perfect if you:

Don’t have much storage space but want to sell more products
Want to keep cash flow healthy (you only pay suppliers after making a sale)
Dream of creating an online department store with multiple brands

Take luxury fashion brand Larroude, for example. It uses Shopify Collective for “Colléct”—its curated marketplace of emerging brands. “Through a seamless expansion into other luxury brands, Collective drove an impressive 21% month-over-month revenue increase, showcasing the power of brand collaborations and the ability to tap into new categories,” says Bianca Inocencio, business solution specialist at Larroude.

2. Alibaba and AliExpress

Alibaba and it's partner site, AliExpress, are common destinations for global retailers looking to source products from Chinese wholesalers.

Just starting out? Try AliExpress first purchase a single product before jumping into Alibaba’s world of wholesale bulk buying. These platforms are great for:

Finding affordable goods from China
Exploring tons of products at different price points
Creating your own private label products

Shipping from China has gotten much better thanks to ePacket delivery. Back in 2011, the US Postal Service started offering First Class service and delivery tracking for ePackets. This means getting products from Chinese suppliers is now faster and cheaper than ever.

3. DHgate

DHgate is another Chinese wholesale platform with competitive prices. Just keep in mind that it’s known for replica goods. If you need authentic products, you’ll want to look carefully at who you’re buying from.

What makes DHgate worth checking out:

Great prices across different products
Lots of options for any type of store
Easy-to-use rating system to check supplier reliability

4. EK Wholesale

\"EK — Scottish-based supplier EK specializes in wholesale clothing.

EK Wholesale has been in the game for more than 30 years, making it a go-to supplier in Europe. Based in Scotland, it focuses on quality wholesale clothing and ships free to the UK mainland when you spend more than £250.

EK Wholesale might be right for you if you:

Run a fashion store
Want to start your own clothing brand
Sell mostly to European customers

5. Faire

\"Online — Source inventory for your Shopify store with the Faire app.

Faire is popular with North American merchants. You’ll find lots of suppliers from across the continent selling everything from beauty products to office supplies to pet accessories.

Faire is also great for dropshippers. Many of its suppliers offer free shipping, which helps keep your costs down when you’re just starting out.

Faire offers two ways to use their platform with Shopify:

Buy wholesale products through the Faire: Buy Wholesale app
Sell products to retailers globally with the Faire: Sell Wholesale app

6. Wholesale Central

Wholesale Central keeps things simple. Its no-frills website connects you with more than 1,400 suppliers offering more than 700,000 products—and there’s no membership fee.

What makes Wholesale Central stand out:

True wholesale pricing (you’ll need your business ID and tax number )
Easy search tools to find dropshippers in your area
No registration needed—start connecting with suppliers right away

7. IndiaMart

IndiaMart shines in specific industries. Consider this marketplace if you’re selling:

Medical supplies
Chemical products
Industrial equipment
Automotive parts
Over-the-counter pharmaceuticals

It’s one of the few wholesale platforms that work with these specialized industries, making it valuable for niche sellers.

Other considerations for finding suitable wholesale suppliers

Finding the right supplier takes some digging. Here are some common pitfalls to watch out for:

Location matters

Fast delivery is a must for today’s shoppers. Think about where your customers are. If you’re selling to European customers, shipping from a German supplier will be faster and cheaper than shipping from China.

Budget wisely

Find the sweet spot with your spending:

Order enough to get wholesale benefits
Don’t overcommit to untested products
Set clear budget limits
\nCalculate costs before ordering

Watch for hidden costs

Most wholesale suppliers charge membership fees—that’s normal. But make sure you understand all the costs upfront. Ask about:

Membership fees
Minimum order requirements
Shipping costs
Payment terms

Check legitimacy

Be wary of wholesale suppliers that sell to the public. Real wholesale suppliers need to see your business ID—it’s how they protect their wholesale pricing.

Source suppliers with Collective

Connect with US-based Shopify brands to easily sell their products. Use Shopify Collective to curate items from like-minded stores and ship directly to your customers. Free for eligible Shopify users.

\nLearn more\n

How wholesale suppliers help your business

Wholesale suppliers let you focus on what matters: picking great products (so you don’t have to develop your own products), marketing them well, and providing excellent customer service. Working with wholesalers gives you several advantages:

Buy what as you need without expensive storage costs
Quickly restock popular items through established supplier relationships
Get better prices that lead to healthy profit margins
Skip the product development process—saving money and time

Understanding dropshipping suppliers

Dropshipping is a different fulfillment method from traditional wholesale. Instead of keeping inventory, you purchase products from third-party suppliers who ship directly to your customers. Think of it as combining wholesale purchasing with third-party fulfillment.

The dropshipping business model helps you avoid:

Managing inventory
Packing orders
Handling shipping

Just starting out? Consider using a dropshipping app that connects with your online store. If you’re more experienced or have a specific niche, you might prefer working directly with wholesale suppliers for better pricing.

Learn more: 150+ Dropshipping Products to Sell for Profit

Unconventional ways to find wholesale suppliers

While wholesale marketplaces are the easiest ways to find suppliers, thinking outside the box might lead you to better deals. Here are some creative approaches:

Visit industry trade shows to meet suppliers in person
Join social media groups in your niche to connect with other merchants
Become a member of trade organizations in your product category

Meeting suppliers face to ace can be especially valuable. These personal connections often lead to stronger relationships, better prices, and more flexible terms for bulk purchases.

Questions to ask potential suppliers

Before reaching out to suppliers, gather your business license and tax documents—many won’t even discuss pricing without them. This is normal: certified wholesalers can only sell to businesses, not consumers.

When you do call, here are key questions to ask:

Minimum orders and pricing

What are your minimum order quantities (MOQs)?If you’re looking to order 100 pieces of jewelry but the supplier only offers discounts on orders of 500 pieces or more, then that’s an issue.
What’s the cost per unit?
Do you offer volume discounts?

Don’t order more than you need just to get a better price. An unsold product that seemed like a bargain can quickly become a costly mistake.

Policies and timing

What’s your return policy? Who covers shipping for returns?
How long does it typically take to fulfill orders?
How do you handle out-of-stock situations?

Clear shipping times help you set customer expectations. Long delays or unclear restocking timelines can lead to unhappy customers.

Remember: Most terms are negotiable, especially once you build a relationship with your supplier.

Learn more: The Ultimate Wholesale Terminology Glossary

Final checks before partnering

Before signing any agreements, take these important last steps:

Ask for references. Request contact information for current customers. Be cautious if a supplier hesitates to share references—this could be a red flag.

Check insurance. Make sure they have product liability insurance. This protects you if customers are injured by faulty products. A supplier without insurance puts your business at risk.

Review the numbers. Start small with new suppliers, even if bigger discounts are tempting. Calculate all your costs upfront, including shipping or handling fees. Remember that unsold inventory ties up money you could use elsewhere in your business, so don’t let exciting deals push you to overextend your budget.

How to build strong relationships with suppliers

Strong supplier relationships can make or break your business. Here’s how to create partnerships that last and help both sides succeed:

Communicate clearly

Wholesale suppliers work with many brands at once, so respect their time with direct communication. Instead of vague inquiries like “I’m thinking about starting a dropshipping business,” ask specific questions like, “What’s your best price for 250 units per month?”

Think beyond your needs

Don’t just reach out when you want something. Find ways to make the relationship work for both sides. For example, ask for their preferred order form template or get the right email for accounts payable. Small things that streamline their processes can make a big difference in how they work with you.

Pay on time

Most suppliers give you a month after delivery to pay for orders, letting you sell some inventory first. Meeting these payment schedules is crucial—suppliers are running a business too. Late payment might lead to stricter terms or even losing the supplier altogether.

Take control of your cash flow with Shopify Payments

Only with Shopify Payments can you track your orders and payments all in one place. Have a complete view of your finances, and accept local currencies and payment types for a smooth checkout experience.

\nDiscover Shopify Payments\n

Give and receive feedback

It’s rare to get the working relationship right the first time. Both you and your wholesale supplier are learning about each other. Stay open to feedback—it helps solve issues quickly and builds rapport.

Show appreciation

When you find a reliable wholesale supplier, let them know. A strong relationship helps secure steady inventory and reduces stockouts. Suppliers who feel valued are more likely to prioritize your orders and offer you new items first, helping keep your product assortment fresh.

Popular wholesale products

When choosing suppliers, consider your specific product needs. While many suppliers offer general merchandise, some excel in particular niches.

Here’s what to look for in popular product categories:

Wholesale jewelry

Before placing a large order for your jewelry business, check these key details. If a supplier doesn’t provide this information, keep looking:

Product reviews and quality ratings—do products meet customer expectations?
Current client list—well-known retailers build confidence in the supplier
Shipping insurance and damage policies—jewelry is small and delicate, so clarify who covers losses before ordering

Learn more: How To Get Started Dropshipping Jewelry

Wholesale clothing

Fashion is popular with dropshippers and constantly evolves with trends. When evaluating fashion wholesalers, focus on:

Clear niche focus (women’s, children’s, or men’s wholesale clothing)
Brand customization options, like custom t-shirts or hoodies
Professional packaging—it’s the only channel that reaches 100% of your customers

Learn more: What Is Print on Demand and How To Start a Business

Wholesale tea and coffee

Selling coffee online offers an easy entry point into ecommerce, but has unique considerations:

\nProduct packaging quality is crucial since customers don’t see a logo while drinking
Brand identity support—good suppliers in the food industry should help you build your brand

Learn more: How To Start Dropshipping Coffee

Find your perfect wholesale supplier today

Starting an online store might feel overwhelming if you don’t have products to sell. But finding reliable wholesale suppliers is easier than ever. Look for well-reviewed suppliers who know your niche, order samples, negotiate prices, and get started. Shopify is there with you at every step.

From first-time sellers to global retailers, Shopify works for everyone. See plans and pricing.

Wholesale suppliers FAQ

How do I find a reliable wholesaler?

Attend trade shows
Use wholesale directories like Alibaba or ThomasNet
Contact manufacturers directly
Search online marketplaces
Join wholesale forums
Ask for referrals

Where can I buy bulk items to resell?

Popular wholesale websites include AliExpress, DHgate, Alibaba, and Amazon. The best choice depends on your product type.

How do I buy wholesale for a small business?

Most wholesale suppliers only sell to businesses, not to consumers. You’ll likely need:

A business bank account
An employer identification number (EIN)

Can I use wholesale suppliers for dropshipping?

Yes, many wholesale suppliers offer dropshipping. They’ll pick, pack, and ship orders directly to your customers from their warehouse.

","Finding a reliable wholesale supplier is essential. A trustworthy partner fulfills quality orders on time—and can be the difference between success and failure.","

$\"Wholesale$

Finding a reliable wholesale supplier is essential. A trustworthy partner fulfills quality orders on time—and can be the difference between success and failure.

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A competitive analysis tells business owners what their competitors are doing and identifies opportunities to outperform them.

Running a competitive analysis is about finding the strengths and weaknesses of the companies in your industry. By researching competitors’ products, sales, and marketing, you can decide how to move forward with your business strategy.

Competitive analyses are valuable at any stage of a business. But how do you make one? This post explains how to run a competitive analysis to meet your goals.

There’s also a free competitor analysis template to make the process easier.

Table of Contents

Free competitor research template

Find a strategic angle to achieve sales success, uncover your product-market fit, and stand out from the competition with our free template.

\nLearn More\n

What is a competitive analysis?

Competitive analysis is a type of market research. It’s the process of evaluating and understanding the strengths and weaknesses of competitors in your market. It involves gathering and analyzing data on competitors’ products, pricing, marketing strategies, distribution channels, and customer base.

Doing a competitive analysis helps you find potential advantages and barriers within your target market or products. It allows brands to monitor how direct and indirect competitors handle marketing, pricing, and distribution.

Competitor analysis example: what does one look like?

There’s no single way to do a competitive analysis. How it looks will vary depending on what you’re trying to learn about your competitors.

You might do a competitor analysis on a specific part of your competitors’ operations—like their website—or you might do a complete analysis of their entire marketing and sales team. The goal is to help you understand your competitors’ actions and how your business should respond.

There’s more than one way to structure a competitive analysis. Here are some types of information often included:

For a broad competitive analysis, you might look at your competitors’:

Target customers
\nUnique value add or what sets their products apart
Sales pitch
\nPrice points for products
\nShipping Policy
Funding

High-level information can help you understand the fundamental differences between your competitors. For a more specific analysis, try looking at your competitors’:

Website features (design, content)
Customer experience (checkout flow, customer support)
Marketing content (product descriptions, blog posts)
Social media (post frequency, engagement rates)
Promotions (sales, discounts)
Communications (abandoned cart emails, newsletters)
Reviews (customer feedback, complaints)

What’s included in a competitive analysis is up to you. Use your research to answer specific questions that will help your business take action for future growth.

Need an example? Here’s what a simple competitor analysis might look like:

Why competitor analysis matters for ecommerce

It’s easier to compete when you understand the competition. Knowing what your competitors are doing helps you plan a response, whether that’s adjusting your pricing strategy, tailoring your target audience, or copying a good practice.

A wider view of your ecommerce space can also help you see what sets your business apart.

If you’re starting an ecommerce business, an analysis of competitors will help you:

Make informed marketing decisions
Identify industry trends
Benchmark against competitors
Find your unique value proposition
Determine pricing
Unearth new ways of speaking to customers
Find gaps in your marketing or product line

A competitive analysis is a living document that should be updated as a company grows.

As you develop new products, update your marketing strategy, or expand into new areas, a current competitive analysis document is a powerful resource.

It can reveal opportunities to gain leverage on your competitors, while highlighting areas where competition is intense.

When to do a competitive analysis

When building a business, a thorough competitive analysis is a great way to deepen your understanding of market factors.

As you grow, repeat your competitive analysis to stay in the loop with the industry’s latest products, features, and marketing tactics. Running regular reports will also help you compare how your business responds to broader trends.

Refresh your competitive analysis any time your business or industry changes significantly. A sudden surge in product demand or a Google algorithm update are both good reasons to review what your competitors are doing.

When deciding how often to revisit your competitor analysis, consider how fast-paced your industry is. Will your data be outdated in a month, quarter, or year? If a new competitor enters your market, remember they’ll likely analyze your activities, too.

How to do a competitive analysis

Keep your competitor research organized by following these seven steps:

1. Select 7–10 competitors

If you don’t know your competitors, step into a customer’s shoes and search for your products or services on Google, Amazon, or marketplaces relevant to your business. Identify competitors that:

Sell similar products
Have a similar philosophy or mission
Market to your audience
Are new to the marketplace
Are established in the marketplace

A diverse list of competitors will provide insight into how different companies are responding to challenges within your market.

2. Create a spreadsheet

As you collect competitor data, keep it organized in a table or spreadsheet—bonus points if your table design allows for easy updates over time.

Within your document, build sections for comparing competitors based on your research objectives, such as:

Price range
Product offerings
Social media engagement
Lead generation strategy
First-time visitor offers

3. Choose direct competitors and indirect competitors

Categorize each business in your spreadsheet as a direct, indirect, or tertiary competitor. This will help you determine how they relate to you.

\nDirect competitors sell a similar product or service to a similar audience. Nike and Adidas are primary competitors.
\nIndirect competitors offer a high- or low-end version of a product to different audiences. Victoria’s Secret and Walmart are secondary competitors.
\nTertiary competitors are brands that market to your audience but don’t sell similar products or directly compete with you. They represent potential partners or future competitors—think Gatorade and Under Armour.

4. Identify your competitors’ positioning

Positioning is a business’s most persuasive marketing tool. Good positioning connects you with a target audience and informs your messaging and values.

Understanding your competitors’ positioning is essential. You can learn how other companies talk to your customers and find a unique, relevant voice for your brand.

Analyze these channels to see how competitors position themselves:

Social media
Press releases
Website copy
Events
Interviews
Product copy

When identifying your competitors’ positioning, ask yourself:

What story is being told?
How are products described?
How is the company described?
What is the unique value proposition?

Understand how competitors interact with their followers, customers, and other stakeholders. If you can pinpoint their communication framework, you’ll be able to clearly position yourself within the market.

5. Determine competitive advantage and offerings

Most successful companies sell unique products or offer distinctive experiences. It could be an innovative feature, a secret recipe, or unparalleled customer service.

Think of these offerings as a company’s competitive advantage or unique selling proposition (USP).

A fashion retailer’s competitive advantage might be high-quality products sold with expedited shipping. An online educator’s USP could be their 20 years of experience.

Look at your competitors’ goods and services and decide where their advantage lies. Their brand will likely be closely tied to their unique offering.

Read customer reviews to see why your target audience shops with competing companies. They may like lower price points, premium materials, or sustainable practices.

Learning about the competitive advantages in your space will help you figure out where you should and shouldn’t try to compete.

6. Understand how your competitors market their products

Successful ecommerce stores often outpace the competition through marketing, not with their products alone.

But don’t assume you need to compete across all marketing channels to stay in front of customers.

Instead, use your competitive analysis to find out how your competitors are reaching customers and where they focus their marketing resources.

Maybe your competitors are all about targeting customers through Instagram or capturing traffic with helpful blog posts.

Use software tools (listed below) to collect marketing data. Then, assume the role of a customer for a first-hand experience of competitor marketing.

You can try:

Signing up for newsletters
Subscribing to blogs
Following competitors on social media
Abandoning products in a shopping cart
Purchasing a product

As you study competitors’ marketing and document your findings, you can decide whether to compete in popular marketing channels or reach your customers through less-used avenues.

The insights gathered during this stage will be helpful for sales and marketing teams.

7. Conduct a SWOT analysis

Consider conducting a SWOT analysis to accompany the data you collect.

SWOT is a competitive analysis framework that lists your company’s strengths, weaknesses, opportunities, and threats. SWOT leans into your competitors’ strengths and compares them to your business to find areas for improvement.

Strengths and weaknesses are elements of your business that you control and change over time, including:

Product offering
Partnerships
Intellectual property
Number of employees
Market share
Assets

Opportunities and threats are outside your control. You can plan for changes but can’t influence these elements. They include:

Competitor products
The economy
Consumer trends
Regulation
Market size
Market demand

Aim to run a SWOT analysis annually. It helps inform your break-even analysis and keeps tabs on the competitive landscape. You’ll want to include an updated SWOT analysis in your business plan if you seek funding.

🎯 TIP: If you’re interested in writing a business plan but don’t know where to start, here’s a sample business plan template. Thousands of people have used this template to create their own plans (and it’s completely free to use).

Collect data with these competitive analysis tools

Once you know which competitors to study, it’s time to research and collect data for your competitive analysis. The good news is that many tools and software are available to make data collection easier.

Let’s look at a few resources that can help you gather insights into your competition’s keywords, content marketing, social media strategy, and more.

SEO Analysis

\nAhrefs: See your competitors’ top-performing keywords and estimated traffic.
\nSE Ranking: Find out your competitors’ paid and organic search performance.

PPC/keyword performance

\nSimilarWeb: Get insights into estimated monthly visits and traffic to gauge your competitors’ market share.
\nSpyFu: Download your competition’s most profitable keywords from their PPC campaigns.
\niSpionage: See which keywords your competitors target on Google Ads, plus their projected monthly budget.
\nSEMrush: Run audits on competing sites and analyze their backlinks.

Social media performance

\nRivalIQ: See how often competitors post on social media, their average engagement rates, and their most successful content.
\nFollowerwonk: Get Twitter (now X) insights about follower demographics, key influencers, and performance metrics.
\nSprout Social: Measure competitors’ performance across social channels.

Email marketing

\nOwletter: Analyze changes and spot trends in your competitors’ email strategy.
\nMailCharts: Aggregate emails to get insights into email frequency, subject line tactics, and more.

Content marketing performance

\nBuzzSumo: See the top-performing content for general topics and specific competitors.
\nMonitor Backlinks: Monitor backlinks and get notified each time someone references your or your competitors’ content.

Use resources like these to gather data and drop it into your competitive analysis spreadsheet to store your findings in a single, organized space.

A competitive analysis template

If you’re unsure how to start your competitor analysis, here’s an example template to get the ball rolling.

Let’s say you sell makeup brushes. To compare competitor approaches and identify where you can stand out, you might develop a table like this:

Add as many sections as needed to your template, but remember to keep the group of primary and secondary competitors below 10, so things stay relevant.

Want a simple competitive analysis template to speed up the process?

6 pitfalls of competitive analysis in marketing

Now that you know how to create a competitive assessment, let’s go over some of the pitfalls that may affect the insights you’ve gathered.

1. Competitive analysis is not a one-and-done exercise

Never updating your data can create a false picture, which leads to poor decision-making. Businesses are constantly evolving, so it’s important to consider competitor analysis as an ongoing process.

2. Confirmation bias is real

We all have a tendency to favor our initial assumptions. This is called confirmation bias. As you work through your analysis, try to challenge preconceived ideas about your competitors. Let the data build an objective picture of your competitor landscape.

3. Data without action is useless

If you’re putting in the work to do a competitor analysis, don’t let your findings gather virtual dust. Make a strategic plan to respond to your competitors’ activities with your own updates.

4. Working harder instead of smarter

Don’t reinvent the wheel and do things the hard way: leverage the latest data collection tools to provide the right information without the legwork.

Many of today’s tools significantly speed up competitor research and provide bespoke insights and data points.

5. Starting without a direction

If you’re directionless while creating your competitive analysis, finding actionable takeaways will be more challenging. Before diving into research, define your goals and what you hope to learn about your competition.

6. Not accounting for market timing

When looking at competitor data, study how companies have grown and progressed over time, rather than examining their approach at a single fixed point.

Sometimes, information about how your competitors have evolved can be more valuable than knowing what they’re doing now. Understanding how similar companies have successfully navigated your industry will help you make better decisions.

Competitive analysis: your business edge

Competitive intelligence is vital when starting a business. By doing market competition analysis on an ongoing basis, you can stay on top of your competition. You’ll be able to break into new markets, launch new products, and keep tabs on your competitors’ customers—giving you a cutting-edge approach that keeps your business or startup agile.

Ready to create your first business? Start your free trial of Shopify—no credit card required.

\n\n

Competitive Analysis FAQ

What is the purpose of competitive analysis?
\n

Competitive analysis helps businesses identify their strengths and weaknesses in relation to competitors. By assessing competitors' strategies, products, and market positioning, businesses can uncover opportunities for innovation and improvement. For example, a retail brand might analyze pricing and customer reviews to enhance its own offerings and better cater to consumer needs.

What is a competitive analysis?

A competitive analysis is a research document comparing your competitors and your business. By evaluating your competition’s strengths and weaknesses, you can find opportunities for advantage.

What's inside a competitive analysis?

A competitor’s target customers
Their market share
Their major competitive advantages
Key product features
Product price points across marketplaces
Shipping policies
If competitors received funding or venture capital.

How do you write a competitive analysis?

Choose seven to 10 competitors.
Create a spreadsheet to track your data.
Determine competitor types.
Identifying positioning.
Determine competitive advantage and offering.
Understand how your competition markets themselves.
Conduct a SWOT analysis.

Is SWOT a competitive analysis?

SWOT is a competitive analysis framework that helps gain insight into a current business situation. SWOT represents Strengths, Weaknesses, Opportunities, and Threats

","A competitive analysis helps businesses discover strengths and weaknesses of companies in their industry. Create a competitive analysis with this free template.","

$\"Competitive$

A competitive analysis helps businesses discover strengths and weaknesses of companies in their industry. Create a competitive analysis with this free template.

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Think customer testimonials are just a “nice to have” for your business?

According to the numbers, they might actually be more important to your bottom line than you think. Data shows that testimonials increase conversions and play a major role in customer research and buying habits.

In fact, according to a survey done by BrightLocal, 77% “always” or “regularly” read reviews and testimonials when browsing for local businesses. That says a lot, doesn’t it?

With this in mind, let’s look at how you can improve your customer journey map with the power of social proof via testimonials. We’ll examine exactly how you, too, can source and deploy home-run reviews that increase sales and reduce uncertainty for online shoppers.

What is a customer testimonial?

A customer testimonial is an endorsement from a satisfied customer that vouches for the value of a product or service. A great testimonial should increase the trustworthiness of a brand and its products and attract new customers.

Why are testimonials important?

Testimonials are persuasive because they’re a powerful form of social proof: a psychological concept based on the idea that we are more likely to follow the actions of others before us because we assume that those actions reflect the correct behavior.

Social proof helps you leverage your current customers to sell to potential customers.

Think of it like this: If you see that your favorite beauty icon recommends a certain face cream, you’re going to trust that recommendation, right? Maybe you’ll even buy it. The testimonial instantly validates the product for you.

The same thing happens even if you don’t know the person giving the praise. Testimonials are real, authentic pieces of product feedback that influence purchase decisions.

There have been quite a few studies that look into the effectiveness of testimonials in relation to return on investment. The results indicate that they do, in fact, have a major impact on conversion rates and sales.

The numbers don’t lie:

Statista data shows a 38% conversion growth on consumer electronic sites with product reviews.
\nBrightLocal found that 98% of consumers read online reviews for local businesses. 81% of consumers use Google reviews to evaluate local businesses.
When McKinsey & Company surveyed a lighting product for a certain company. It found that a simple increase in ratings from 2.5 to 4.5 stars increased sales by double digits.
A Trustpilot survey found that 86% of customers were more likely to purchase if a business homepage had positive reviews and star ratings. 85% of customers were influenced by reviews on product pages.

What we can take from this is a simple conclusion: Testimonials are essential for ecommerce businesses.

\n
Customer reviews have been a big help with our organic growth. Instead of advertising, we pour everything we have into delighting our customers—because we believe delighted customers are the best advertising we could ask for. Customer reviews then allow these customers to share their experiences with new visitors to the site. It creates a beautifully positive feedback loop.
\n
Jack DuFour, Taaluma Totes
\n

9 customer testimonial examples

Once you’ve started gathering customer testimonials, there are a few different places you should spotlight them to make sure you’re using them to their fullest potential.

1. Quote testimonials

Brands like Lotus Belle have a dedicated testimonial page. They’ve taken an interesting approach by grouping types of testimonials by buyer concerns (wind durability, quality, size, etc.) and by celebrity praise and corporate feedback.

$\"quote$

2. Social testimonials

Every day, happy customers post hundreds of testimonials on social media without even being asked (or realizing that’s what they’re doing).

By keeping track of your mentions, monitoring keywords around your products, and watching hashtags that include your company/product names, you can easily spot these testimonials in the wild, and then share them with the click of a button. This might be the easiest form of testimonial gathering there is.

Brands like MVMT are innovating by turning social media testimonials into sales. On its website, you can browse those social media posts and buy through Instagram directly from the site.

$\"social$

Another form of social testimonials requires branded hashtags. Fashion Nova encourages customers to share photos of themselves wearing its products with the hashtag #novababe.

$\"hashtag$

3. Influencer testimonials

Nowadays, every small business and large corporation uses influencers as part of their marketing strategy. The global influencer market is valued at more than $13.8 billion. The majority of people (61%) purchase based on influencer recommendations.

Influencers not only have access to a large following, but they also have loyal followers. Don’t feel intimidated or pressured to land Cristiano Ronaldo or Katy Perry to endorse your products. You can find micro-influencers like Beth Comstock who will get your brand and products in front of a smaller but very loyal audience.

The tweet below shows how her testimonial about Glossier reached her loyal 2,700 followers on Twitter. It’s heartfelt and not only endorses Glossier’s Lash Slick product, it also raves about Glossier as a company.

$\"influencer$

4. Video testimonials

Video testimonials are a more dynamic way you can present testimonials. They’re effective at getting prospective customers to feel they’re reading an honest and trustworthy assessment of a product or company that consistently leads to conversions.

According to a study done by WYZOWL, two out of three people are more likely to buy something after seeing a video testimonial from a previous customer. And 77% of people who have seen a testimonial product video said they were motivated to make a purchase.

Wiley Publishing’s video testimonial about Hootsuite’s organizational training program for social media is a great example. It doesn’t feel like Wiley is trying to sell Hootsuite. Instead, it feels like an honest conversation about how Wiley was able to use Hootsuite’s expertise to further its own goals.

\n\n

5. Success story testimonials

Everyone loves a success story. That’s why biographies like Barack Obama’s Promised Land sold more than 2.57 million copies in the US, and was rated the bestselling book in the US in 2020. Customer stories are no different.

Take a look at Distil Union’s succe s s story. It allows readers to learn more about Distil Union as a business and how the company used Shopify to leverage success.

As marketing material, this inspires other small business owners and startups. It also promotes Shopify’s services and gives prospective customers ideas on how to maximize what Shopify offers so that it works for their business. Shopify has an entire page dedicated to customer success stories.

6. Interview testimonials

An interview testimonial is just a question-and-answer format that allows you to ask customers about their experiences with your products or services. This is one of the more simple ways to highlight feedback. There’s no need to rewrite or reformat, you can simply write out the question and then show the answer.

You can also use multiple formats when using an interview template. You can write out the interview (put it on a blog), videotape it, or put it on a podcast.

This will reach more people using their preferred method of content consumption. And you will be able to ask questions highlighting different aspects of a customer’s journey with your company and products.

7. Long-form testimonials

You generally want testimonials to be short and straightforward, but long-from blog post testimonials also have their benefits. Take a look at Style Factory’s long-form review of the email marketing app GetResponse.

Here the blog post testimonial can go into much more depth about the different plans and features of GetResponse. It goes into the different pricing options, the pros and cons of GetResponse’s services, and even gives recommendations about similar apps.

$\"getresponse$

This sort of testimonial builds trust with your prospective customers. It’s unbiased and informative and allows those consumers to better understand how your products and services will work with their needs.

8. Product page reviews

Testimonials, ratings, and reviews are important to spotlight on product pages, as they allow browsing shoppers to read real feedback from past buyers. Partake Foods features a section with star ratings and customer reviews on every product page, as seen here:

$\"partake$

9. Case studies

You can even take testimonials further by building them into robust case studies that tell a story about problems your product solves.

Squatty Potty does this with a page devoted to medical case studies that prove the effectiveness of its solution:

$\"squatty$

Not only does this further validate your product for the customer, but case study testimonials allow customers to see a more robust form of social proof and dive deep into results produced and problems solved.

Learn more: The 11 Most Important Sales Channels for Ecommerce Stores [+ Examples]

How to get customer testimonials

Now that we understand the value of a testimonial, let’s talk about how you can start collecting your own.

Step one is simple: You need to make the ask.

Data shows that if you ask for a testimonial, most of the time customers are happy to oblige. In fact, a survey by Brightlocal showed that 68% of consumer respondents will leave a review for a business when asked.

So, how do you go about asking for testimonials?

1. Use an automated email that sends 5-7 days after delivery

Gathering reviews doesn’t have to be a manual, time-consuming process. With the help of an automated email triggered to send five to seven days after delivery, you can reach out to every customer and ask them to leave a review if they’re satisfied with the purchase. (Note: You’ll need to integrate Shopify with your ESP or use a Shopify app to set up and automate these behavior-triggered emails.)

To encourage action, you might offer a small discount off their next purchase with you, enter them into a drawing for a prize, or even just give them a shoutout on your social media accounts to thank them.

2. Send a customer satisfaction survey

Customer satisfaction surveys are another easy way to gather testimonials and rich customer insights, and you can do this efficiently thanks, again, to email automation. By integrating a tool like SurveyMonkey, you can automatically follow up with customers post-purchase to gather feedback.

Include survey questions like:

What doubts did you have before completing the purchase?
What questions did you have prior to purchase?
Why did you buy [blank]?
What are you using [blank] for?

By also including an open-ended question that allows participants to write in a testimonial (or to share general thoughts), you can gather social proof while learning how to improve your customer experience.

Learn more: What is Customer Retention? Definition and Guide

3. Use apps to gather feedback

If you’re looking for a way to integrate a tool that can simplify testimonial collection, consider a few apps that work with Shopify, such as:

All of these integrate seamlessly with your Shopify store and can help you quickly start gathering customer reviews and testimonials.

4. Ask your best customers

High-quality testimonials don’t come from just anyone. Most of the time, they come from a very specific slice of your customer base. Here’s how to find this special group.

It only makes sense to kick things off with your best customers—after all, they’re already your biggest fans. If you’re not sure how to find them, consider sorting customers based on conditions, such as:

\nNumber of purchases: Look for those who’ve repeatedly made purchases from your store
\nTotal spent: Look for your top-spending customers
\nLength of customer relationship: Look for the customers that have had long-term relationships with you

Essentially, this is your VIP customer segment. You know they love you, so reach out to them and ask for testimonials that explain why they’ve become such big supporters of your brand.

Happy customers who’ve shared praise about your product on social media are already acting as brand evangelists for you, so you should also spotlight these organic testimonials on your social channels.

You can also take these efforts a step further. Consider reaching out to ask for a more formal testimonial from these happy customers that can live permanently on your site (without losing them to the fast-paced timeline of social media.)

5. Connect with “promoters” from a net promoter score survey

Net promoter score surveys help merchants gauge customer satisfaction and loyalty by asking customers the question:

\"How likely is it that you would recommend our company/product/service to a friend or colleague?\"

Respondents can answer using a rating system of 1 to 10, with 1 being highly unlikely and 10 being highly likely.

With this data, you can then reach out to your “promoters” (who responded with 9 or 10) and ask them to write a testimonial that reiterates those positive feelings.

How do you do this? You can collect net promoter score responses via email by integrating a tool like SurveyMonkey or Customer.guru (and you can embed positive customer testimonials directly to your site).

$\"customer$

Tips for asking customers to write great testimonials

Now that you know the “how” and “who” parts of testimonial collection, let’s get to the “what.”

It’s not enough to have general testimonials—you want solid, convincing testimonials that drive results for your business. In fact, data shows that 58% of consumers would pay more to support a company with good customer feedback.

So what makes a home-run testimonial?

In large part, specificity.

Generalizations aren’t very effective when it comes to social proof. Instead, you want highly descriptive recommendations and praise that touch on some of the pain points and obstacles your target audience faces to purchase.

You can encourage your testimonial-givers to be more specific by:

\nReminding them of the product they bought from you. Keep the product fresh in the customer’s mind.

\nAsking questions using words/language you want mirrored back in the testimonial. Include key words and phrases your customers use when discussing the product.

\nShowing them what other happy customers said about the product(s) they bought. Help inspire better quality testimonials by showcasing some contextual examples.

\nSpelling out what you’re looking for in a testimonial. Do you need short-form soundbites? A few sentences? Stories? Be specific about what you want format-wise.

\nAsking for supporting materials. Adding a photo of the person giving the testimonial boosts trust according to research on the concept of “truthiness,” while media like product photos/videos are valuable user-generated content that can enrich testimonials.

\nAsking them to address common customer doubts (reverse testimonials). Use questions like, “What were your concerns about buying (and how did you overcome them)?”

Choosing testimonial software

There are lots of tools to consider when it comes to testimonial collection. Let’s look at a few.

KudoBuzz: This free app lets you collect and display customer reviews and testimonials from social channels and Yelp. It also allows you to send emails after order fulfillment to request feedback automatically and can help you improve your SEO.

$\"kudo$

EVM Testimonials Showcase: This tool is $7.99 per month and allows you to collect (and moderate) rich customer testimonials with photos. Also SEO-friendly, this tool has advanced sorting features and fully customizable features so that your social proof flows nicely with the rest of your site.

$\"testimonial$

Need an expert to take this off your hands completely? Consider outsourcing and connecting with a Shopify Expert who can help manage your testimonial collection all on their own.

Testimonials: Harness the voice of existing customers

The big takeaway is that most ecommerce businesses can benefit from investing some time into a testimonial collection process.

Whether you use a tool to automate the process, outsource the work to an expert, or tackle testimonial collection on your own, find a way to unearth and surface positive sentiment from past customers. It can be a powerful way to win over new customers.

Customer testimonials FAQ

What is a testimonial quote?

Quote testimonials use the words directly from a real customer satisfied with your products or services. This is the most common type of testimonial.

What is the purpose of a testimonial?

The purpose of a testimonial is to use customer success stories to convince prospective customers to use your products and/or services. According to Linkedin, a good testimonial will build trust, does not try to sell anything, and should assuage a buyer’s skepticism.

How do you write a customer testimonial?

Figure out what it is you’re trying to show with this testimonial.
Ask your customers specific questions.
Keep it short and easily readable.
Include the customer’s name and, if possible, their picture.

What’s an example of a testimonial?

Testimonials from real people on Amazon is an example of a testimonial. Ecommerce brands can also display customer testimonials on its website to persuade shoppers to buy products.

","In this guide, we'll take a look at how you can harness the power of social proof via testimonials, and examine exactly how to source and deploy home-run reviews that drive sales and reduce uncertainty for online shoppers.","

$Graphic that says \"customer testimonials why they work and how to get them\" on the left. On the right is five circles with hearts inside of each one, staggered in a slalom formation$

In this guide, we'll take a look at how you can harness the power of social proof via testimonials, and examine exactly how to source and deploy home-run reviews that drive sales and reduce uncertainty for online shoppers.

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So you’ve learned how to start a business—now it’s time to promote it. Marketing your small business spreads the word about the incredible products you have to sell. Not promoting your business means your chances of making money online any time soon will be slim.

But your customer’s attention is being pulled from pillar to post. Big brands with big marketing budgets drive the cost of advertising sky high. Not to mention social media channels changing their algorithms, making it even harder for small businesses to reach the audiences they build.

It’s not all doom and gloom. You can stand out in the busiest of spaces—it just takes a little more creativity.

To get you started, this guide shares 37 creative marketing ideas we’ve seen from independent brands that are either free or low cost.

Table of contents

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Proven small business marketing ideas

1. Partner with other small businesses

Here’s a great marketing idea if you’re working with zero budget: collaborate with other small businesses whose target market overlaps with yours (provided they’re not a direct competitor).

Let’s say you had an online store selling handmade crockery. Partner with another small business owner that sells handmade vases and lean on each other’s audience by running a co-marketing campaign, such as:

Co-hosting a webinar
Giving discounts to each other’s email list
Shouting each other out on social media
Becoming a guest on each other’s podcasts
Splitting the cost of fees to host a pop-up shop

The beauty of co-marketing is not only that you support fellow small business owners, but you get to tap into an existing audience for free, unlike the influencer marketing route—many of whom charge to publish sponsored posts.

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This is an absolutely genius collaboration between @PartakeFoods x @DoubleTree by Hilton! 🍪 🍪 🍪 pic.twitter.com/UNr4vEcn9I
\n— Nate Rosen (@RosenZone) August 7, 2023\n

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2. Collect customer feedback

Existing customers are your best friends. They’re the people who have seen your existing digital marketing strategy and purchased because of it. Use them as your starting point when developing new small business marketing ideas.

Use Shopify apps like Hulk NPS Post Purchase Survey to send a customer satisfaction survey to anyone who purchases through your online store. Ask what they liked about your product, how they discovered you, and what triggered them to buy. Use those insights to fill your social media profiles, landing pages, and product descriptions with customer testimonials.

Package Free, for example, has a highlight reel of customer reviews on its product pages. Anyone debating whether to trust the retailer is instantly reassured, undoubtedly improving the ecommerce site’s conversion rate:

Package Free shows its customer reviews loud and proud.

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3. Give quirky product recommendations

Shoppers have various things running through their minds when visiting a new ecommerce store. At the forefront are questions like: Is this product right for me?

Take the pain out of comparing new products with quirky recommendations. These don’t require hours of product development. Just go beyond “You viewed this, so you might be interested in this” categories that grab people’s attention.

Digital marketing consultant Kayleigh Töyrä suggests product recommendation lists for:

People who already have everything
Gifts you may keep for yourself instead
Things you don't need, but may want

Kayleigh adds that with clever copy to increase sales, new businesses can up- and cross-sell in a more fun way.

4. Enter to win business awards

Being voted the “best” product in your industry is a surefire way to build credibility and attract attention.

“Awards offer businesses a solid shot of authority, which is one of the keys to successful marketing; you want your audience to know that you offer the best of the best,” says Stephen Light, CMO and co-owner of mattress company Nolah.

“Regardless of your niche, there are countless awards and accolades offered that you can find with just a little digging.”

Here’s a starting point for your award submission research:

The Best of Small Business Awards
Best in Biz Awards
\nAmerica’s Top Small Business Awards (run by the US Chamber of Commerce)

Whichever awards you enter to win, Stephen says it’s a cost-effective boost of credibility and publicity that can make a big difference with very little investment.

“Displaying them proudly on your website can encourage conversions,” he says.

Nolah shows the business awards it has won.

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5. Sell mystery boxes

Got a bunch of slow-moving products? Sell them as part of a mystery box—something Kaleigh Moore did for her jewelry business.

“Fill it with slow-moving products and promote them as a surprise, offering at an affordable price point,” Kaleigh says.

Mystery boxes work for several reasons:

The human brain loves surprises.
Mystery boxes induce the fear of missing out, a phenomenon that causes 60% of people to make reactive purchases.
You shift slow-moving inventory and create space for more popular (and profitable) inventory.

Zac’s Sweet Shop is another ecommerce retailer that offers mystery boxes. Shoppers not only get the chance to try a variety of products at a low price, but the brand can shift slow-moving or soon-to-expire food products.

Zac’s Sweet Shop creates intrigue with these mystery boxes.

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6. Optimize your website for SEO

Sometimes, the most effective online marketing ideas are the simplest; they just take a longer time to come to fruition. But lay the groundwork early and you’ll set yourself up for success.

That’s especially true with search engine optimization (SEO), the process of optimizing your online store. You’ll appear in search results when people are actively searching for information or entertainment, or to solve a pain point.

Start by finding the keywords your target audience is searching for. Free tools like Keywords Everywhere, Semrush, and Moz can help here.

Once you’ve got a list of keywords, group similar terms together with the same intent. Words generally can be broken down into three categories:

Transactional intent

People searching for these phrases want to do something (most often buy). They usually have terms like “buy” in the keyword, or are very specific and product-related, such as “Nike sneakers size 5.” Include these terms on your product and category pages.

Navigational intent

People are looking to find something, be that a local store or a website. These are usually brand names or keywords with prefixes like “find” or “where is.” Target these terms on local landing pages and on your homepage.

Educational intent

People want to learn something if they’re using this type of keyword. Common culprits are phrases that include “how to,” “best,” or “tutorial.” Create blog posts to target these terms on your site.

7. Sell themed gift cards

Gift cards improve cash flow. You get the money upfront without immediately needing to fork out fees to produce or ship the product to a customer.

Offer them through your online store and prioritize marketing them in peak gift-giving seasons, such as:

Mother’s Day or Father’s Day
Black Friday and Cyber Monday
Christmas

Starbucks, for example, sells gift cards year round. But the retailer keeps an ear to the ground and creates customized gift card designs based on trending topics, like this one for the Lunar New Year:

Starbucks jumps on events to offer customized gift cards.

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Whichever season, post about your gift cards on social media, send email marketing campaigns to subscribers, and add a pop-up on your website to direct visitors to your gift card options. You could even offer $10 gift cards to thank existing customers for shopping with you—and encourage them to do so again.

Low-cost marketing ideas

8. Offer free samples

If you can absorb the cost of giving away inventory for free (with the goal of turning those people into paying customers), offer free product samples to people who visit your pop-up store or market stall. “People love getting a free gift, and then if they share that kind of thing, it usually leads to good sales on our end,” David Gaylord, founder of Bushbalm, tells Shopify Masters.

You can even give samples to customers who’ve purchased a product from you as an incentive to buy again.

“Because we are a product/food brand, we’ve had fun using Instacart to ship gifts—samples of our product—to people that we’ve recently chatted with,” says Sheena Russell, founder and CEO of Made with Local. “This could be business contacts, potential buyers, etc. You can get samples delivered to their door in less than two hours in most big cities, and folks love it.\"

9. Include swag in customer orders

Speaking of free stuff, it’s not always your product that has to do the talking. Get customers to spread the word about your brand by including swag or branded merch in their order. That could be:

Stickers
Mugs
T-shirts
Notepads

This is especially useful if your target audience is well-connected. If you’re selling phone cases for digital nomads, for example, include free stickers in every order. People might stick it to their laptop, computer, or smartphone, making your brand visible in the places they (and the rest of your target market) are working.

10. Gift free products to influencers

Influencer marketing is big business. Some 69% of consumers trust advice from social media influencers when making purchasing decisions. No wonder brands are expected to spend $7.14 billion on influencer marketing in 2024.

Instead of paying for influencers to talk about your product, a low-cost marketing idea is giving free products to them. Many bloggers have a PO box specifically for press packages.

While it’s not guaranteed that the items you send will be shared, the only thing you’ll pay for is product manufacturing costs and shipping fees—a small price if an influencer shouts your small business out to their loyal audience.

The Tur-Shirt Company tried this marketing idea. Its founder, Terri-Anne Turton, sent the brand’s clothing products to Instagram influencers in the parenting space. Many of them shared photos of their own children wearing the clothes, tagging the company and directing followers toward its website.

“I gifted [one influencer] two Tur-Shirts and her kids loved them—they were amazed when they worked out how they work,” Terri-Anne says. “It was heartwarming, and the orders started to flood in. I had an influx of orders over the weekend totalling £1,300 of sales.”

This influencer shouted about the free products gifted by The Tur-Shirt Company.

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Find influencers to drive sales with Shopify Collabs

Shopify Collabs makes it easy to partner with creators, promote your products, reach new customers, grow your sales, and track affiliate campaign performance all from Shopify admin.

\nDiscover Shopify Collabs\n

11. Create a referral program

Granted, the goal of marketing is to drive more revenue. But that revenue doesn’t always come from new customers. Many ecommerce owners forget about one small business marketing strategy with a low barrier to entry and high success rate: word-of-mouth marketing.

“Getting customers to refer other customers is a great way to get more out of your marketing dollars,” says Jason Wong, founder of Doe Lashes. “You can make this easier by using an app like Smile to incentivize customers to refer their friends to buy from you.”

A customer loyalty program encourages your existing customer base to recommend your products to their family and friends. Incentives can be:

Discount codes
Priority access to new products
Points to redeem on future orders

Use Shopify apps like Referral Candy or LoyaltyLion to power the program for you. From there, the only marketing investment you’ll make is a small incentive for people to join through your customer referral program.

12. Incentivize email sign-ups with discount codes

There’s no beating around the bush: every small business needs to build an email list.

Building a brand on social media alone is risky. You’re at the mercy of ever-changing algorithms—many of which are pushing brands into paying to reach the audiences they’ve already built.

Both SMS and email marketing are direct lines of communication for building relationships with your customers. Get their email address or phone number (and consent to reach them) by making the sign-up process irresistible. For many customers, that means offering discount codes.

Research shows that 58% of shoppers think discounts and coupons are the primary reasons for subscribing to a brand’s email list. Those who use a discount code spend 24% more than shoppers who don’t.

Again, this free marketing idea doesn’t have to be ground-breaking. Simply create an email pop-up that offers a discount code in exchange for their subscription. Follow that up with an automated email campaign with the coupon and a list of bestsellers.

Pattern Beauty uses a discount code as the incentive for website visitors to join its email list.

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13. Make an incredible unboxing experience

User-generated content is a superb way to fill your social media calendars with content that turns followers into paying customers.

The unboxing experience is a simple way to do that. More than 165,000 people search for “unboxing” on YouTube every month. Unbox Therapy, one channel dedicated to unboxing experiences, has amassed more than 22 million subscribers.

This type of video content is clearly in demand. So, if you have the flexibility to subtract a few dollars from your profit margin, go above and beyond to make your unboxing experience share-worthy.

Japanese snack subscription box brand Bokksu experimented with unboxing videos on various social media accounts.

“We experimented with Facebook. We experimented with Instagram, YouTube, Pinterest, and a whole bunch of the social media platforms Influencers there,” explains Bokksu Founder Danny Taing in an interview with Shopify Masters.

“What we found has been most effective has been YouTube, and specifically has to be YouTube influencers that have really engaged audiences, and that the influencers themselves really love eating.

“Our product is so hands-on and sensual in a lot of ways. You have to unbox it and show the snacks, and eat it and talk about it. Like a good five- to 10-minute YouTube video gets the job done a lot better than an Instagram post.”

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Social media marketing ideas

Host a social media competition

To say social media platforms are oversaturated would be an understatement. Some 91% of companies already use platforms like Facebook, Instagram, and TikTok to reach their target audience.

Couple that with the fact Facebook shows social media posts to only a tiny percentage of a page’s followers and you’ll see why social media is a pain-staking way to market a small business.

Diversify your social media marketing strategy by hosting a competition. Science proves people love free stuff. So give away something for free—such as a product bundle or trip to your HQ—in exchange for social media engagement. Have your followers like, comment, share, and tag a friend in the giveaway post to boost reach.

Granted, attractive social media competitions give away expensive products. But the marketing dollars you spend on hosting a giveaway don’t have to be extreme. You can make the prize as cheap or as expensive as you want.

15. Share user-generated content

Another smart way to use social media to market your small business is with user-generated content (UGC)—something 53% of shoppers say highly impacts their purchasing decisions. This is likely because it’s less biased than branded content and they get to see someone in their shoes loving the product.

Incentivize existing customers to share photos, videos, and testimonials of them using your products. Do regular scans of your brand name or hashtag to see social media posts people have shared without being prompted.

The goal is to build a library of high-quality UGC that convinces on-the-fence social media followers to buy, like this example from Letterfolk. It encourages people to share UGC with its “Fan of the Month” competition. Winners get to share their story with the brand’s huge audience—a win-win for everyone involved. Customers build a stronger connection with the brand; Letterfolk has new content it can repost without producing from scratch.

Instagram

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16. Produce video tutorials

Continuing with the social media theme, video marketing reigns supreme on many platforms. Take a look at TikTok’s success. Its minute-long videos became so popular that Instagram, traditionally a photo-sharing app, launched its own version—Reels—off the back of it.

Use a free video editing app to produce content to market your own business on social media. That could be:

Reviews from happy customers
Behind-the-scenes of running your business
Video tutorials that show how to use your product

17. Host a livestream

Live shopping has a 32% purchase incidence (compared to just 71% for a retailer’s website). The best part about using it in your marketing strategy? Livestreams are free to host. You just need to be engaging enough to capture someone’s attention and convince them to stick around.

Take this creative marketing idea one step further and co-host livestreams with influencers in your space. If you’re a cosmetics brand, for example, find a beauty influencer to livestream with. You could ask them their favorite beauty secrets, how they use your products, or to give a quick tutorial on how to use them.

POPFLEX’s pre-Black Friday YouTube livestream

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18. Jump on trending topics

Social media is fueled by trends. Think about it: TikTok is credited for making songs go viral; artists see record-breaking streams when a dancing trend emerges. Everyone posts videos of themselves dancing to the same song.

How do you uncover trending topics before your small business’s social media content gets lumped in with the others jumping on trends? Spot them before the crowd does by:

Asking your customers
Reading discussions happening in forums
Running a competitive analysis\n
Celebrating annual events

Connect with shoppers on TikTok

Shopify comes with powerful tools to help you tell your brand story and create TikTok in-feed ads in minutes. Make sales on TikTok and manage all your orders, returns, and payments from Shopify.

\nStart selling on TikTok\n

19. Create a Snapchat lens

Snapchat is a fantastic social media platform to use if you’re targeting Gen Z. Some 20% of its users are between the ages of 13 and 17, though Statista reports that people under the age of 35 are most likely to use the app.

Lenses, a type of augmented reality that overlays graphics onto a user’s face, is one smart way to get noticed on the app. Snapchat even has its own Lens Studio to help small businesses create their own overlays. There’s a fee to publish your Lens and it only lasts for a set duration of time, but it’s a great Snapchat marketing idea to engage younger audiences.

Content marketing ideas

Post videos on YouTube
Write a weekly newsletter
Write blog posts that answer customer questions
Submit guest posts
Publish original research
Distribute press releases
Start a podcast

20. Post videos on YouTube

YouTube is one of the biggest websites in the world. It’s expected that by 2029, some 1.2 billion people will use the platform, making it a great marketing idea to consider if your audience connects with brands in video form.

Start a YouTube channel for your business and customize it with your branding. If you’re stuck for ideas on what to talk about, go back to your keyword research. You could even repurpose the content you’ve posted to your blog and use it as a script for your YouTube video. Embed the video in your blog post to cater to two different content preferences in one.

Remember: YouTube is a search engine. To reach your target audience on the platform, you must optimize your videos for YouTube SEO. Include keywords in your video’s title, thumbnail, and description to increase the odds of someone finding your content on YouTube.

You can also connect your store to YouTube, allowing you to sell items through your videos.

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21. Write a weekly newsletter

A newsletter is a piece of content that gets delivered to your subscriber’s inbox. Many ecommerce stores use their newsletter as a way to promote new products and retarget shoppers who haven’t purchased in a while. You should be doing both of these things, but a non-salesly newsletter can be the icing on the cake.

Think about it: People want to buy from brands they know, like, and trust. Shouting about how great your products are is one thing. Try sharing the story behind how your product came to life. Divulge the difficulties you’ve faced as a small business owner. Explain why you started the company. Those are how you build trust—so that when sales emails do land in a subscriber’s inbox, they’ve already been primed to buy.

Methodical Coffee’s newsletter. Really Good Emails

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Create branded emails in minutes with Shopify Email

With Shopify Email, you can easily create, send, automate, and track email campaigns, all from your Shopify admin—no coding required.

\nDiscover Shopify Email\n

22. Write blog posts that answer customer questions

Tie SEO in with a content marketing strategy to get your small business off the ground. Write a blog post that targets low-volume keywords with a direct tie-in to your products. Go after those with minimal competition in search engines to set yourself up for success.

Your customers are the best place to find content ideas. Scan your support inbox to find:

Pain points your audience is experiencing
Questions they have prior to purchasing
Goals they’re achieving with your product

You could even tell the story of your existing customers to help new shoppers picture themselves in their shoes.

“The secret is really putting out great content,” says Trevor Crotts, founder of BuddyRest. “And putting out great content means a lot of different things, but to me, what I think it means is putting out content that’s relevant to your audience that people really want to read, and understanding how to monetize that content.”

23. Submit guest posts

Guest posting has been a popular marketing idea for years. To this day, it still remains an effective way to market a small business. It works by submitting a free piece of content (usually a blog post) to a popular publication in your industry.

Most websites accept guest posts because they can monetize the content on their own website. To find these opportunities, search for these terms:

[industry] + guest post
[industry] + contribute
[industry] + write for us

Get the most value out of your guest post by building backlinks to your website. If you’re writing a guest post about finding an engagement ring, for example, you might mention the different styles of ring. Link to category pages on your online store where possible.

Not only will it divert readers to your online store, but it will also build backlinks with anchor text that tells Google what your page is about—and therefore, the keywords it should rank for.

Potential guest posting sites for a beauty retailer.

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24. Publish original research

Original research is data that you’ve collected and own. It’s a great marketing idea that doesn’t require much cash. Granted, it’s time intensive, but it has the potential to build backlinks and credibility for your small business.

Start with a list of questions related to a topic in your industry. For example, if you’re a bedding brand, you could ask questions like:

How often do you change your bedsheets?
Do you prioritize comfort or aesthetics when buying new bedsheets?
How many pillows do you have on your bed?

Collate the data using surveys, slice it by different segments (e.g., age or gender), and pick out the most surprising data points. The fact that 45% of people sleep with two pillows isn’t as shocking as the fact that just 10% change their sheets weekly.

Publish the data on your website and pitch the most interesting statistics to publications that your target audience read. Because you own the data, the publication has no choice but to mention your brand and link to your website when talking about the survey results. That gives you exposure and backlinks all in one go.

25. Distribute press releases

If you’ve got an interesting story, product launch or company announcement, a press release is the ideal vehicle for sharing it. Journalists at newspapers and online publications use them to gather information that they can share with their readers.

The key is to share information that is newsworthy and interesting. The fact that you’ve opened a new store isn’t always enough to tempt journalists into covering the story. The fact that you’ve taken over a local favorite or provided jobs to people in the city is a more interesting angle that readers would want to hear about.

26. Start a podcast

A podcast is a way to connect with your target market in audio form. Episodes can range from a few minutes to several hours long, and you can host it yourself or invite guests (or customers) to chat alongside you.

Much like any good marketing idea, the secret to starting a great podcast is knowing who you’re speaking to and having topics that appeal to them. If you’re selling plants through your ecommerce store, for example, teach listeners how to start their own garden and take care of their plants.

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Local marketing ideas

27. Attend local events

It’s easy to fall into the trap of thinking all of your marketing tactics need to be online. Granted, building an online presence is crucial. But it is important to meet potential customers and other small business owners in the flesh by attending local offline events like:

Craft fairs
Sunday markets
Networking events

Check with your local Chamber of Commerce, many of which have a list of events to support small businesses in the area. Sites like Meetup and Eventbrite also round up local business events.

Can’t find any? Host your own. Find a free space to host an event (like the public library), bring your inventory along, and hand out marketing materials like flyers to build brand awareness. Just remember to use Shopify's free business card maker to design your business cards and take them with you. Anyone interested in your products but not ready to buy has the information to visit your website later.

Start selling in-person with Shopify POS

Shopify POS is the easiest way to start selling in-person. Take your brand on the road and accept payments, manage inventory and payouts, and sell everywhere your customers are—farmers markets, pop -p events and meetups, craft fairs, and anywhere in between.

\nDiscover Shopify POS\n

28. Create a Google Business profile

Google is the world’s largest search engine that isn’t used only by online shoppers. According to one report, the vast majority (98%) of people use the internet to find information about local businesses. To help these brands get found online, Google allows you to create business profiles that appear in Google Maps and search results for these local searches. Once you’re in, the goal is to reach the “three pack,” appearing in one of the top three search results on Google Maps.

While you’re at it, consider other local business directories. This can build consistency for your NAP (name, address, and phone number), which Google uses to determine how credible a business is when ranking it in search results. Yelp, Yell, and Better Business Bureau are great starting points.

29. Build local landing pages

If you don’t reach the three pack in Google’s local business listings, local landing pages can still help you reach local shoppers on the search results page. These URLs on your website target keywords alongside a city, town, or state.

In this local landing page for Magnolia Bakery’s Central Park store, for example, the retailer uses phrases like “picnic in Central Park” and “Columbus Circle.”

Magnolia Bakery’s landing page is optimized for New York–related searches.

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30. Geotag your location on social media

These days, people don’t always head to search engines to find things to do in a city. Social media platforms like Instagram are fast becoming the go-to place to search for inspiration in a specific area, largely because the app allows local businesses to geotag their location in any grid post or Instagram Story.

The best part? You don’t need to have a physical store in that area to geotag a location. Take Claire Pettibone, for example, an online retailer that sells wedding dresses to brides. It reposts customer photos to its Instagram page and geotags the location the couple got married at. Any other couples browsing that venue’s geotag can see where the dress was from.

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A post shared by Claire Pettibone (@clairepettibone)
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31. Use local hashtags

Hashtags have long been used as a way for small businesses to market their products online. Both TikTok and Instagram make their hashtags searchable. Local businesses, in particular, can use local hashtags—phrases that are specific to their store’s city and reach the people who are searching them to find things to do.

This is easier if your store is within a tourist destination. If you’re delivering in-store experiences to shoppers or have something that’s worth seeing, hashtags like #thingstodoin[location] can expose you to the social media users already relying on these hashtags to build their daily itineraries.

32. Get featured on community accounts

Some places have local citizens who post content online about their cities. New York Bucket List is an Instagram account that rounds up the best things to do in New York. Local businesses in the state can get in touch with the goal of getting featured on its feed.

If you’d rather market your business in-person, most community bulletin boards also accept free advertising. Check your local postal office, community center, or grocery store to see whether you can add a flyer to their bulletin.

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A post shared by New York Bucket List (@nybucketlist)
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Guerilla marketing ideas

33. Fly an airplane banner

Looking to make a splash in a specific area? Hire an airplane and attach a banner to its tail. Think of a fun or witty message that captures someone’s attention. There’s a strong chance that people will snap a photo and share it on social media, helping you expand your reach far beyond the city you’re flying over.

34. Host a treasure hunt

Experiential marketing is popular amongst businesses that want to stand out. Instead of shouting about your products or your unique selling proposition, it gets people to do something. This sense of participation can build excitement for your products.

Treasure hunts are the perfect example that can happen in-person or virtually. One car dealer, for example, buried the keys to a new vehicle somewhere in the UK. The lucky winner won the car while giving the brand coverage in the New York Post.

This treasure hunt was featured in the New York Post.

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35. Experiment with street marketing

Street marketing uses the things we see in our environment to promote your small business’s products. It’s an unconventional marketing tactic that stands out from traditional billboards and integrates your product with someone’s daily life—like using a pedestrian crossing as an advert for your pianos.

36. Organize a flash mob

Flash mobs don’t just belong in rom-coms. It’s a great marketing idea if your goal is to get people talking about your brand.

Let’s put that into practice and say you’re selling luxury men’s suits. Choose a place that’s commonly frequented by your target market, such as Wall Street. Enlist the help of professional dancers who camouflage themselves into the environment by wearing your suits. All of a sudden, have them break out into a choreographed routine that concludes with them shouting out your website URL. People on the street will be talking about the flash mob—and you’ll be the talk of every office on Wall Street.

37. Break a world record

There are world record holders in almost every activity you can think of. If you’re able to break one that’s relevant to your brand or its products, it’s a surefire way to attract attention and land press coverage.

Direct-to-consumer brand Muddy Bites took this guerrilla marketing idea one step further by inviting an influencer to produce a video on its attempt to build the world’s largest ice cream cone. YouTuber Matthew Beem vlogged the day and shared it with his more than five million subscribers. The video itself has amassed over three million views to date.

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Use these small business marketing ideas to grow your store

These free and unique marketing ideas prove there’s more to promoting a small business than investing in Facebook ads. The trick is to test different ideas and get creative. Attend local events. Start a podcast. Partner with other local businesses in your area. Run video marketing campaigns on social media.

Just don’t forget about the easiest source of new marketing ideas: the customers already buying from you.

Marketing ideas FAQ

What are some creative marketing ideas for small businesses?

Share TikTok videos.
Start a podcast.
Offer free samples.
Gift products to influencers.
Publish original research.
Break a world record.
Create a Snapchat filter.
Include swag in customer orders.
Sell mystery boxes.

How do you come up with marketing ideas?

Understand your target market.
Find the marketing channels they use.
Analyze your competition.
Ask existing customers for feedback.
Use your creativity.

What makes a marketing idea good?

A good marketing idea targets your ideal customers on the channels they’re already using. If you’re targeting Gen Z consumers, for example, Snapchat Lenses, TikTok videos, and YouTube videos are great marketing tools to reach your target market.

How do you attract customers?

Ask for customer testimonials.
Start a blog.
Do a publicity stunt.
Use social media hashtags.
Host a livestream.
Start a podcast.
Upload videos to YouTube.
Publish a guest post.
Create a Google My Business listing.
Offer free samples.
Win business awards.
Get featured in the press.
Partner with other small businesses.

How can marketing improve your business?

Marketing is the strategy of driving new customers for your business. Get it right and you could drive an influx of traffic to your website, grow your social media presence, and convert people into paying customers.

","Here are some of the best marketing ideas that are either free, low cost, or outright genius—ideal if you don’t have cash to splash on fancy advertising campaigns."," $\"pink$ \n

Here are some of the best marketing ideas that are either free, low cost, or outright genius—ideal if you don’t have cash to splash on fancy advertising campaigns.

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What is a marketing plan?

Marketing strategies vs.marketing plans

3 marketing plan examples

Great Jones

Key components of this successful marketing plan example

Sabai

Key components of this successful marketing plan example

ALOHA

Key components of this successful marketing plan example

Marketing plan example FAQ

What is the difference between a marketing plan and a business plan?

What makes a good and effective marketing plan?

How do you prepare a marketing plan?

1. Is the bank small business-friendly?

2. What is the fee structure offered by the bank?

3. Are there any perks or incentives offered by the bank?

4. Does the bank have a hassle-free loan process?

5. What is the bank’s customer service like?

6. Does the bank meet your cash flow requirements?

7. Does the bank integrate with your existing bookkeeping software?

8. Does the bank you’re considering have convenient and secure online banking?

Frequently asked questions about business banking

\nCan I use my personal bank account for my business?\n

Should I choose a small or large bank?

Do I need to choose only one bank?

Take your time (but start early)

What is cash flow?

What makes cash flow so important, then?

How do I understand my store’s revenue and expenses?

Understanding and calculating revenues

Understanding and calculating expenses

How do I optimize my business revenue and expenses?

Use analytics to grow your business

Pay attention to your data

Nurture your employees’ skills

Opt for a digital marketing strategy

Why you need to understand your revenue and expenses

What is a wholesale supplier?

How to find reputable wholesale suppliers

Product quality

Pricing and negotiation

Customer service

Shipping speed

7 leading wholesale suppliers

1. Shopify Collective

2. Alibaba and AliExpress

3. DHgate

4. EK Wholesale

5. Faire

6. Wholesale Central

7. IndiaMart

Other considerations for finding suitable wholesale suppliers

Location matters

Budget wisely

Watch for hidden costs

Check legitimacy

How wholesale suppliers help your business

Understanding dropshipping suppliers

Unconventional ways to find wholesale suppliers

Questions to ask potential suppliers

Minimum orders and pricing

Policies and timing

Final checks before partnering

How to build strong relationships with suppliers

Communicate clearly

Think beyond your needs

Pay on time

Give and receive feedback

Show appreciation

Popular wholesale products

Wholesale jewelry

Wholesale clothing

Wholesale tea and coffee

Find your perfect wholesale supplier today

Wholesale suppliers FAQ

How do I find a reliable wholesaler?

Where can I buy bulk items to resell?

How do I buy wholesale for a small business?

Can I use wholesale suppliers for dropshipping?

What is a competitive analysis?

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Can I use my personal bank account for my business?\n

What is the purpose of competitive analysis?
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