Business Coaching: How To Find a Coach (2026)

Explore what business coaching is, what it costs, and how to choose a coach for an ecommerce or small business.

Business coaching is a professional relationship where a coach helps entrepreneurs and business owners set goals and work through challenges. Unlike consulting, where someone comes in with answers, coaching draws out your own thinking through structured conversation and feedback.

The profession has grown a lot. The International Coaching Federation (ICF) counted a record 122,974 coach practitioners in its 2025 Global Coaching Study, which is a 15% increase in practitioners since 2023. It also estimated $5.34 billion in annual professional coaching revenue.

This guide covers what business coaches do, what to expect from your coaching journey, how much coaching costs, and how to find the right coach for where your business is now.

What is business coaching?

Business coaches are professionals who help business owners tackle work problems and achieve company-specific goals.

“A business coach is someone with specialized knowledge who collaborates with you to help improve your company,” says Kristi Soomer, a business coach who focuses on ecommerce. “A coach leverages their specialized knowledge to understand your business and its goals, provide recommendations, and guide you toward being an even better leader.”

Coaching takes many forms. According to the ICF’s 2025 Global Coaching Study:

• 60% of professional coaches also provide training
• 55% provide facilitation
• 49% provide mentoring

In practice, a single engagement might blend all of these, depending on what the owner needs.

Here’s what distinguishes coaching from other types of support, like mentoring or consulting:

• Mentoring is usually informal and experience-based. Think of a seasoned founder sharing wisdom from the trenches.
• Consulting is heavy on analysis and deliverables. A consultant is a paid professional who steps in to diagnose issues and provide solutions.
• Coaching is collaborative and goal-focused. A coach asks insightful questions to sharpen your strategic focus and keep you accountable to your company vision.

What does a business coach do?

A business coach works with entrepreneurs across the full range of ownership challenges, including strategy, operations, team management, finances, and mindset. For ecommerce store owners, that might include reviewing conversion rates and customer acquisition costs, stress-testing a new product launch plan, improving supplier relationships, or preparing to scale from a single Shopify store to a multichannel operation.

Specific areas where coaches provide support include:

• Business planning and goal-setting
• Financial forecasting and cash flow management
• Hiring, delegation, and team structure
• Marketing strategy and customer acquisition
• Sales funnel and conversion optimization
• Leadership and decision-making under pressure
• Accountability and follow-through on growth priorities

Business planning is a key activity ripe for improvement. In a 2025 Shopify survey, 66% of store owners said they didn’t write a business plan before starting. 

“You go through that process and they sort of coach you through it, which is amazing, but that was really hard to do,” says Nicola Hamilton, founder of Issues Magazine Shop in an interview with Shopify Masters. “Like, you’re constantly having to justify your decision. You’re constantly having to justify the sort of numbers that you’ve made up.” 

What to expect from business coaching

Before committing to a coach, it helps to know what the working relationship actually looks like day to day.

How a business coaching relationship works

Before coaching begins, the ICF Code of Ethics requires credentialed coaches to establish a formal coaching agreement covering session frequency, duration, confidentiality, and expectations. 

In the early days, your coach should spend time getting to know you, your business model, your goals, and your obstacles. This is your time to lay the groundwork by sharing your fears, worries, and dreams. 

What a typical engagement looks like with a business coach

According to the ICF, coaching usually begins with a personal interview to assess your current opportunities and challenges, define the scope of the relationship, identify any top priorities, and get an understanding of what you want to get out of the experience. Between sessions, you may be asked to do tasks that support your business goals, and your coach might give you extra resources, like relevant articles or checklists to support their thinking.

Coaching formats can include:

• One-on-one sessions by phone or video call
• In-person strategy days or workshops 
• Email or Slack coaching for quick check-ins between sessions
• Asynchronous voice notes or recorded feedback
• Access to templates, dashboards, or frameworks to support implementation

Program length varies. The ICF notes that for focused coaching, three to six months may work, while others find it better to work with a coach longer.

Before starting, understand what support and feedback are included. Does the coach review work between sessions? Are there written notes or actionable plans after each call? Is there a communication channel for urgent questions?

Benefits of business coaching

• Objective perspective
• Partnership in planning
• Accountability and motivation
• Feedback and problem-solving
• Professional development
• Skills development

Although each relationship and company is different, business coaching services generally provide a few key areas of support:

Objective perspective

One of the perks of working with a good coach is getting that outsider’s view, learning from someone who isn’t knee-deep in the daily work, who can spot patterns or blind spots you might miss. This perspective can be particularly valuable as you grow your own business. 

Say, for example, you’re running an online clothing brand and have expanded to five staff members, but are still using the same fulfillment process from your solopreneur days. A successful business coach might compare your fulfillment costs per order and suggest new metrics or automations you hadn’t considered.

Partnership in planning

The ICF Core Competencies framework explicitly identifies helping clients design actionable goals and accountability systems as central to client growth.

A coach can help you think through decisions you’re too close to make. Maybe you’re weighing whether to expand into Europe or put more into paid social. With a coach, you work through both options, including what the numbers look like, how each fits your near-term capacity, and where the risks sit, and land on a specific, time-bound goal.

Accountability and motivation

Regular coaching sessions can create a rhythm of commitment and review that’s not quite the same as when you’re only holding yourself accountable. 

“That support system, you need it—build it ASAP. And just make sure it is with multiple people who have something different that they can offer,” Michelle Johnson, co-founder and CEO of Ghost Town Oats says in a Shopify Masters interview.“Between Ezra, Eric, the rest of the team at Ghost Town, I got a coach, I got a therapist, and I have a loving partner at home. If anything else, something that I have an issue with is isolating, and I know that I can lean on those people to pull me out of that.” 

Feedback and problem-solving

A great coach can identify challenges (sometimes ones you didn’t recognize) and help you create solutions. They can leverage their expertise and experience to assist working through specific obstacles, while also helping to develop action plans and feedback.

According to the ICF, coached leaders can create new ways of seeing problems, improve their communication skills, and restructure their decision-making processes, all of which show up in how they run their businesses day to day.

For an ecommerce owner, that might mean walking through a checkout flow step by step, questioning each friction point, and designing a 30-day test, rather than attributing a high abandoned-cart rate to bad luck and moving on.

Professional development

Even successful businesspeople can improve. One leader may struggle with work-life balance, while another seeks guidance after hiring employees for an expanded team. Effective business coaching can address these personal aspects of running a company.

Imagine you’ve just hired your first operations manager. You realise you’re no longer micromanaging every parcel, but you don’t yet know how to delegate, set performance metrics, or hold your new employee accountable. A coach can help you determine which key performance indicators (KPIs) are important and how to use them to measure business success.

Skills development

The 2025 ICF Global Coaching Study found coaching has shifted from a personal development tool to a driver of organizational performance, with more than half of coaching clients now employer-sponsored. For independent founders, the same principle applies: coaching skills compound over time in ways that outlast any single engagement.

Learned skills can split into two categories:

• Soft skills: Communication, authentic leadership, emotional intelligence, delegation, resilience, and community-building.
• Hard skills: Finance dashboards, digital marketing metrics, scaling operations, ecommerce funnel design, analytics, and partnership-building.

On the soft skills side, coaching might help you run weekly team huddles with confidence. On the hard skills side, your coach might guide you toward building a proper cohort re-engagement funnel using a simple analytics dashboard that boosts your repeat purchase rate in a limited amount of time. 

When do you need a business coach?

Many store owners figure things out as they go. As the Shopify survey mentioned earlier shows, 66% of store owners didn’t write a business plan before starting their business, which means the first time many small business owners think seriously about strategy, pricing, or operations is after a problem has already cropped up.

Some moments when coaching helps most come at key inflection points:

• You’re scaling faster than your operations can handle
• Revenue has plateaued and you can’t identify why
• A major decision, like a new product line or an expansion to wholesale, feels too high-stakes to make without outside input
• You’re working too much in the business and not enough on it
• You’re isolated and making all major decisions alone

“ picked up the phone and I called a couple people in the industry that I really trusted and said, I need help. What do you do? Do you have advice? Lindsey Carter, founder and CEO of Set Active, says about hitting that moment, in an interview with Shopify Masters.

Knowing you’ve reached the edge of your own knowledge is one of the most reliable signs that it’s time to ask for help. The Q4 2025 MetLife & US Chamber of Commerce Small Business Index found that 70% of small businesses say their business is in good health and 74% are comfortable with their cash flow. So, it’s not a case of survival, but more about what comes next and how to get there without breaking what you already have.

For ecommerce owners, that tension is especially common. In a 2025 Shopify survey, 65% of store owners said they scaled based on customer demand, which is the most common scaling trigger of any kind. 

Operational questions pop up quickly when there’s both business and professional growth at stake. You might find yourself asking: 

• Can fulfillment keep up? 
• Does the team structure still make sense? 
• Does the company structure still make sense? 
• Should I still be a sole proprietor or switch to an LLC?
• Is the margin holding? 

A coach helps you work through those questions, and having a business plan, even a simple one, can help.

Types of business coaching services and programs

The coaching industry is big and broad. The ICF reports that leadership development and executive coaching are the most dominant areas, with 54% of coaches specializing in them. But the market also includes coaches who focus specifically on small business, ecommerce, sales, operations, and early-stage startups.

Three broad categories of support are worth distinguishing:

• Coaching. A one-on-one coaching practice focused on the owner’s goals, challenges, and development. Sessions are conversational, not prescriptive.
• Peer groups. Structured peer accountability groups (sometimes called masterminds) where business owners at similar stages share challenges and feedback. 
• Structured training programs. Curriculum-based programs covering specific topics like financial management, marketing, or ecommerce operations. 

"I would recommend having a peer group of people who are somewhat near your level,” says Kevin Espiritu, founder and CEO of Epic Gardening, in an episode of Shopify Masters. “But also having people that are like one step function above—so if you’re a million-dollar commerce business, try to find someone who’s at $5 million or $10 million, maybe even in a similar category, so that you can understand how they had to change.”

Format	Structure
One-on-one coaching	Personalized sessions focused on the business owner’s goals. The ICF defines coaching engagement as covering the initial assessment, goal-setting, regular sessions, and progress tracking.
Peer/mastermind group	The ICF defines group coaching as coaching individuals with similar goals, where the coach and group members offer support toward individual progress.
Structured training	Curriculum-based programs covering specific topics. Cohort-based formats include live sessions, peer accountability, and instructor feedback.
Free mentoring (SCORE/SBDC)	SCORE sessions are confidential, typically one hour, held virtually or in person, and available for the life of the business at no cost.

How much does business coaching cost?

Some business coaches charge between $75 and $150 per hour through Upwork. However, business coaching costs can vary based on several factors, including:

• Coach experience and credentials
• Whether you’re having private one-on-one sessions or are part of a group program
• How often you have sessions and how long each sessions lasts
• Whether you’re working with a specialized coach
• What’s included in between sessions 

Before committing, evaluate coaching costs against:

• The specific business outcome you’re trying to achieve and what it’s worth financially
• The level of support included
• Whether the coach has worked with businesses at your revenue stage and in your category
• What happens if the engagement isn’t working. For example, is there a trial period or exit clause?
• Expected timeline to see results, and how you’ll measure them 

How to measure business coaching ROI

Coaching ROI can be measured, but you should agree on metrics before you start working with a coach. For ecommerce owners, relevant benchmarks include:

• Revenue growth (month-over-month or year-over-year, adjusted for seasonality)
• Customer acquisition cost and return on ad spend
• Average order value and repeat purchase rate
• Conversion rate improvements on key pages
• Gross margin before and after operational changes
• Decision-making speed and quality

In a 2025 Shopify survey, 53% of store owners cited word of mouth as their most common Year 1 growth strategy. A coach can help business owners build systems to sell online that convert that organic interest into repeatable revenue, such as developing referral programs, post-purchase email flows, or loyalty structures that scale word-of-mouth growth beyond the founder’s personal network.

Track baseline metrics before the engagement starts. Revisit them at 30, 60, and 90 days. Qualitative signals matter, too. Are decisions taking less time? Are fewer problems landing on the founder’s desk? Is the business clearer to explain to investors or partners?

What to look for in a business coach

Evaluating coaches means looking past their credentials and testimonials to find someone whose approach fits your business and working style.

What to evaluate	What to look for
Business stage fit	Have they worked with businesses at your revenue stage?
Ecommerce experience	Do they understand unit economics, paid acquisition, fulfillment, or Shopify-specific workflows?
Coaching format	Do their coaching session structure, communication style, and availability match how you work best?
Cost transparency	Is pricing clear? Are payment terms and cancellation policies spelled out upfront?
Credentials	ICF credentials show that a coach has had training and supervised hours. It’s not required, but can be a useful sign for newer coaches.
Proof points	Can they share outcomes from past clients at similar stages, with specifics?
Communication cadence	How quickly do they respond between sessions? Is there async support included?
Red flags	Can include guaranteed outcomes, pressure to sign long contracts upfront, unwillingness to do a trial session, no clear methodology, and pitching their own products or services within coaching time.

To get an idea about how a coach works, you might ask these questions during an introductory call: 

• What does a typical engagement look like, and how do you measure whether it’s working?
• Have you worked with store owners in my product category or at my revenue stage?
• How do you handle it when a client disagrees with your recommendation?
• What’s included between sessions, and what isn’t?
• Can you share a specific example of a result a past client achieved?

How to find a good business coach

• Ask your network
• Research online and local resources
• Compare local, online, and ecommerce coaches
• Set up introductory calls
• Trust your gut

The right business coach is unique to you and your company, but there are a few universal tips to help you find a suitable business coach.

Ask your network

Ask founders at similar stages, not just people in your immediate circle, who they’ve worked with and what experience they had. 

“I might have a leadership challenge or an operational one, but I’ve spent a lot of time meeting a lot of people over the years,” says Dan Demsky, co-founder and CEO of Unbound Merino, in a Shopify Masters interview. “So, I don’t think of any one group as my go-to. I just sort of go out to the network and that’s helped me a lot over the years.” 

You can also check out industry communities like Shopify Facebook groups, ecommerce forums, and local entrepreneur organizations to find out about coaches who’ve worked with business owners at your stage.

Research online and local resources

Online resources can also help you develop a shortlist of potential candidates for your business. Memberships such as the Worldwide Association of Business Coaches maintain databases of business coaching services, which you can filter by industry and location. Depending on your niche, industry, and trade, groups may also offer resources to connect you with a business coach.

There are also free programs worth knowing about. The Small Business Administration’s SCORE program connects entrepreneurs with volunteer mentors who are experienced business professionals, while Small Business Development Centers (SBDCs) offer counseling and training, with locations across the US.

Compare local, online, and ecommerce coaches

Type	Best for
Local coach	Owners who prefer in-person sessions or want someone embedded in their local business community
Online coach	Owners who want access to a wider range of specialists regardless of geography
Ecommerce-specific coach	Owners who need a coach fluent in the ecommerce world

If you’re a Shopify store owner, the Shopify Partner Directory is the best starting point before generic coaching directories because it shows you partners with verified Shopify experience and client reviews.

Set up introductory calls

Once you’ve compiled a shortlist of business coaches, set up introductory calls or meetings. 

Pay attention to things like:

• How much the coach listens versus how much they talk (A good coach should spend more time asking thoughtful questions than giving monologues.)
• Whether they actually understand your business model or just nod along
• Whether the conversation feels collaborative or more like a pitch
• How comfortable you feel being honest with them

Ask practical questions: Do they stick to agendas? Are sessions structured or flexible? How often do they check in? Do they use Slack, email, dashboards, or other tools to keep you accountable?

“For both the coach and the client, it’s super worthwhile to take time for an intro call,” business coach Kristi says. “Beyond the specifics of their work, do the two of you generally have a good rapport? This is someone you’ll likely be talking to often, and you want to find the right person to help achieve your business goals.”

Trust your gut

Sometimes, a business coach who seems perfect on paper just isn’t the right fit for you. Maybe you didn’t love their communication style on the call. Perhaps they glossed over important details, or maybe the two of you didn’t click. It’s OK—you can keep looking to find someone who feels like a match.

“We’re not therapists, but there is a very emotional component,” Kristi says. “You need to click with someone for them to be a trusted partner. Sometimes their job might just be to sit with you on a bad day for the business, hear you out, and ultimately help you find a path forward. You need to feel comfortable sharing all of that.”

Business coaching FAQ

Is it worth paying for a business coach?

For many entrepreneurs and small business owners, hiring a business coach is a valuable investment. The right business coach can provide an unbiased view of your company, offer tailored guidance, and lend support to help you overcome challenges, avoid business mistakes, and achieve your goals.

Who should hire a business coach?

Several types of people can benefit from business coaching services: entrepreneurs looking to start a new company, small business owners seeking to scale, and business leaders who want to develop leadership skills.

What is the difference between a business consultant and a business coach?

A consultant diagnoses problems and provides solutions. They come in with expertise and tell you what to do. According to the ICF’s Core Competencies, a coach’s role is to draw out the client’s own thinking through questions, accountability, and structured reflection.

What is the difference between business coaching and mentoring?

A mentor typically shares advice based on their own direct experience in your field. A coach facilitates your thinking and decision-making through questions, structure, and accountability. Some coaching relationships blend both.

How long does business coaching typically last?

It depends on what you’re working on. The ICF notes that focused engagements may run three to six months, while others find it useful to work with a coach on a longer, ongoing basis depending on goals, meeting frequency, and budget.