Ecommerce Getting Started

Starting ecommerce is the process in which you set up an online sales channel to sell products or services directly to customers over the Internet. It includes choosing an ecommerce platform, setting up your product catalog, connecting payment methods and shipping options, and setting up marketing to attract traffic to your ecommerce store. For Dutch SMEs, starting ecommerce is often the step from physical sales to online sales, or the start of an all-digital business model.

How does ecommerce startup work in practice?

You start by choosing a platform such as WooCommerce, Shopify or a custom ecommerce store. Then you load your product range with pictures, descriptions and prices. You link payment providers such as Mollie or Adyen, and you arrange shipping via PostNL, DHL or a fulfillment partner. Then you build the technical foundation: a domain name, hosting, secure checkout and AVG-compliant data protection. Finally, you set up marketing channels such as SEO, Google Ads or social media to attract visitors to your shop. In practice, we see with SME clients that the technical setup is often in place within four to six weeks, but building traffic and conversion requires six to 12 months.

Why starting ecommerce is more relevant now than ever

Online shopping has grown strongly in the United States since 2020. According to CBS, more than 80% of the Dutch now buy online. For SMEs, this means that customers expect you to be accessible online as well, even if you have a physical store. Starting ecommerce gives you access to a much larger sales area than just your local region. You can sell 24/7, handle seasonal peaks without additional staff, and expand your customer base without opening new stores. Plus, you collect instant data on buying behavior, which helps you improve your assortment and marketing.

What starting ecommerce will bring to your business

With your own ecommerce store, you increase your sales without depending on external marketplaces such as Bol.com or Amazon. You retain full control over your brand, your customer data and your margins. You can optimize your conversion design, run targeted campaigns and bring back customers through email marketing. For B2B companies, ecommerce allows you to build a self-service ordering portal for regular customers, which reduces phone orders. At Monkey Vision , we see companies with a well-designed ecommerce store turning 20 to 40% of their sales online within a year, provided they invest in a thoughtful SEO strategy and user-friendly checkout.

Starting ecommerce is not one standard journey. The approach varies greatly by type of business, product range and target audience. Below are four specific situations in which SME entrepreneurs are using ecommerce, and when it may or may not be the right choice.

From physical store to hybrid sales model

You have a physical store and want to expand your reach without opening additional branches. By starting ecommerce, you build an online sales channel alongside your store. Customers can order online and pick up in the store, or you can have it shipped. This hybrid model works well for fashion, home decor, books or specialty stores with a unique assortment. In practice, we see that physical retailers with an ecommerce store increase their sales by 15 to 30%, especially outside opening hours and in regions where they do not have a branch. Just make sure there is stock synchronization between store and ecommerce store, otherwise you will sell products that are already sold out. An API integration with your POS system prevents this mistake.

B2B wholesaler with self-service ordering portal

As a wholesaler or manufacturer, you receive daily phone or e-mail orders from regular business customers. By starting ecommerce, you build a private ordering portal where customers log in, see their own price agreements and order directly. This saves you hours of order processing and reduces input errors. B2B ecommerce stores often support features such as order history, invoice payments and volume discounts. At Monkey Vision , we regularly work with companies that process 60-70% of their orders automatically after launching a B2B portal. The prerequisite is that your customers are digitally savvy enough and that your ecommerce store links to your ERP system for real-time inventory and pricing.

Direct-to-consumer brand without intermediary

You produce yourself or have produced, and want to sell directly to end customers without brokering. Starting ecommerce gives you full control over your brand, pricing and customer experience. You build your own customer database and can bring back customers through email marketing and retargeting. This model works well for niche businesses with a strong brand story, such as sustainable cosmetics, artisan food or designer accessories. The disadvantage is that you are responsible for all marketing and customer acquisition yourself. Without a well thought-out SEO strategy or advertising budget, your ecommerce store will remain invisible. Count on three to six months before you build organic traffic.

When starting ecommerce is the right choice and when it is not

Starting ecommerce makes sense if you have a scalable product that presents well online, and if you are willing to invest in marketing and logistics. It won't work if your margins are too low to cover shipping and advertising costs, or if your product requires intensive personalization that can't be provided online. Think custom kitchens or complex B2B services. Also, if you don't have time to process orders, answer customer questions and keep your assortment up to date, an ecommerce store will become a liability. Start small with a limited assortment and test whether your model works before you expand.