How to Start an E-Commerce Business in 2024

While private labeling is essential for long-term success, leveraging existing marketplaces like Amazon can provide a valuable stepping stone. Amazon's massive customer base and trusted brand can offe...
How to Start an E-Commerce Business in 2024
Written by Rich Ord
  • With the e-commerce landscape constantly evolving, it’s essential to have a solid plan if you’re thinking of starting an online business this year. On his YouTube channel, ‘MyWifeQuitHerJob Ecommerce Channel,’ Steve Chou offers invaluable insights on launching and scaling a successful e-commerce business in 2024. Here’s a summary of his advice.

    The Changing World of E-Commerce

    Starting an e-commerce business today is fundamentally different from a decade ago. The rapid evolution of technology and changing consumer behavior have made entrepreneurs need to stay agile, innovative, and strategically focused. According to data from Statista, global e-commerce sales are projected to surpass $8 trillion by 2026, with digital transformation pushing traditional businesses to explore online markets. However, with this massive growth comes an equally massive increase in competition.

    Steve Chou, a successful ecommerce entrepreneur, emphasizes the importance of having a clear roadmap to navigate this challenging landscape. “It’s not just about finding a product to sell,” he explains, “but building a sustainable business that can weather market fluctuations and evolving consumer preferences.”

    Shifting Business Models

    Traditional business models like dropshipping or retail arbitrage, once seen as quick paths to online success, are no longer sustainable due to increased competition and shrinking profit margins. Meanwhile, Amazon’s dominance in e-commerce has rendered these models less viable than in the past. Chou advises focusing on private labeling to establish a unique brand identity and maintain control over products and pricing.

    “Owning your own brand and products is crucial for long-term success,” Chou emphasizes. “The market is constantly changing, and you need to build a business that can adapt.”

    This article outlines Chou’s comprehensive strategy for launching a successful e-commerce business, from choosing the right product to scaling through content marketing and customer retention. By following these steps, you can establish a resilient online store that thrives in the rapidly changing world of e-commerce.

    Navigating the Evolving Landscape

    New entrepreneurs face a significant challenge in understanding market trends and adapting to them swiftly. Social media and search engine algorithms constantly change, impacting organic traffic and customer acquisition strategies. “It’s not enough to simply create a website and list products,” says Chou. “You have to be strategic about how you reach your customers and stand out from the competition.”

    Moreover, consumer behavior has shifted dramatically. Today’s customers are more discerning, seeking personalized shopping experiences and unique brand stories. They expect fast shipping, exceptional customer service, and seamless mobile shopping. Therefore, building a strong brand identity and customer loyalty is more critical than ever.

    Building a Loyal Customer Base

    “Investing in customer experience and building a loyal customer base should be at the forefront of your strategy,” Chou advises. “Repeat business and word-of-mouth recommendations can significantly impact your bottom line.”

    In the following sections, we’ll delve into the steps you can take to start and scale your e-commerce business, ensuring you’re well-prepared for the challenges and opportunities ahead.

    Choosing the Right Business Model

    Selecting the right business model is a foundational step for any aspiring e-commerce entrepreneur. In today’s competitive landscape, traditional models like dropshipping and retail arbitrage have declined profitability due to market saturation and aggressive pricing strategies. Steve Chou firmly believes these models are no longer sustainable for long-term success.

    “Sure, you might make a quick buck here and there, but it won’t be sustainable,” Chou says. “You need a business model that gives you control and longevity.”

    Private Labeling: Building a Unique Brand

    Private labeling is one of the most effective approaches to building a lasting e-commerce business. By creating your own brand and controlling product quality, pricing, and customer experience, you can differentiate yourself from competitors and establish a loyal customer base.

    “Private labeling allows you to own your brand and product line,” Chou explains. “You can tailor your products to specific customer needs and control every aspect of the business, from design to pricing.”

    Successful private labeling requires finding reliable suppliers who can produce high-quality products at a reasonable cost. Chou recommends platforms like Alibaba and attending trade shows to establish direct relationships with manufacturers. Once a supplier is identified, obtaining product samples is crucial to validate quality and ensure it aligns with your brand’s vision.

    Navigating the Amazon Marketplace

    While private labeling is essential for long-term success, leveraging existing marketplaces like Amazon can provide a valuable stepping stone. Amazon’s massive customer base and trusted brand can offer immediate exposure and validation for your product.

    “Listing on Amazon is a great way to validate demand before committing fully to your website,” says Chou. “But don’t rely solely on Amazon—use it as a testing ground.”

    Amazon’s marketplace provides a valuable opportunity to gauge interest in your product, refine pricing strategies, and gather customer feedback. By using Amazon’s pay-per-click advertising program, you can increase visibility and drive initial sales. However, Chou warns against over-relying on this platform, as it limits your ability to build direct customer relationships.

    Building a Resilient E-Commerce Ecosystem

    Ultimately, the right business model involves a blend of private labeling and strategic use of marketplaces like Amazon and eBay. By building a unique brand and simultaneously leveraging these platforms, you can create a resilient ecosystem that thrives in today’s changing e-commerce landscape.

    “Your goal should be to establish a brand that customers recognize and trust,” Chou advises. “Combine that with strategic marketplace use, and you’re on your way to building a lasting e-commerce business.”

    Choosing a business model that aligns with your vision and market dynamics is critical to ensuring the success of your e-commerce venture. In the next section, we’ll explore the importance of finding the right product to sell and how to identify opportunities that match your skills and interests.

    How to Pick a Marketplace

    Selecting the right online marketplace is a critical decision for any e-commerce entrepreneur. With various platforms offering unique features, fees, and customer demographics, choosing the right one can significantly impact your success. Steve Chou offers valuable insights on navigating the marketplace landscape.

    Amazon: The E-Commerce Giant

    Amazon remains the dominant marketplace, with over 50% of the total e-commerce market share in the U.S. Its vast customer base and trusted brand provide an unparalleled opportunity for exposure and sales.


    • Massive Audience: Access to millions of potential customers.
    • Trust and Convenience: Buyers trust Amazon’s fulfillment and customer service.
    • Advertising Tools: Powerful pay-per-click (PPC) advertising to boost visibility.


    • Competition: High competition due to many sellers and similar products.
    • Fees: Referral fees, FBA (Fulfillment by Amazon) fees, and other charges can add up.
    • Brand Control: Limited ability to directly engage customers and build brand loyalty.

    “Amazon is a great place to validate your product,” says Chou. “But once you’ve proven demand, focus on building your own website and brand.”

    eBay: The Auction and Resale Marketplace

    While eBay is known primarily as an auction and resale platform, it’s also a valuable marketplace for new goods, especially for niche products and collectibles.


    • Flexible Selling: Supports both auctions and fixed-price listings.
    • Global Reach: Access to international customers.
    • Niche Markets: Ideal for collectibles, vintage items, and niche products.


    • Lower Buyer Trust: Not as trusted as Amazon for new goods.
    • Fees: Listing and final value fees can cut into profits.
    • User Experience: Less intuitive interface compared to other platforms.

    “eBay is fantastic for niche products that have a dedicated following,” Chou notes. “But it’s not as effective for building a brand.”

    Etsy: Handmade and Vintage Specialization

    Etsy has carved a niche for itself by specializing in handmade, vintage, and unique products. For sellers with creative or artisanal products, it’s a valuable platform.


    • Niche Audience: Dedicated customer base for handmade and vintage goods.
    • Custom Branding: Offers customization and brand-building opportunities.
    • Global Reach: Access to international markets.


    • Fees: Listing fees and transaction fees apply.
    • Limited Categories: Focuses primarily on handmade, vintage, and craft supplies.
    • Competition: High competition within specialized categories.

    “Etsy is ideal for creative entrepreneurs with unique products,” says Chou. “But it’s essential to stand out in a crowded market.”

    Walmart Marketplace: Emerging Competitor

    Walmart’s marketplace is gaining traction, offering an alternative to Amazon with a growing customer base and reputation for low prices.


    • Brand Trust: Trusted by millions of customers.
    • Brick-and-Mortar Integration: Option to offer in-store pickup.
    • Low Fees: Competitive fees compared to other marketplaces.


    • Strict Requirements: Application process requires established business credentials.
    • Limited Seller Tools: Fewer advertising and marketing tools than Amazon.

    “Breaking into Walmart’s marketplace can be challenging, but it offers great potential for growth,” says Chou.

    Shopify: Building Your Own Marketplace

    While not a traditional marketplace, Shopify empowers entrepreneurs to build their own e-commerce stores with complete control over branding, customer relationships, and pricing.


    • Full Control: Complete control over branding and customer experience.
    • Scalable: Supports businesses of all sizes.
    • Marketing Tools: Access to robust marketing tools, including email and social media.


    • Traffic Generation: Requires significant effort to drive traffic.
    • Subscription Fees: Monthly fees and additional app costs can add up.

    “Ultimately, every brand should aim to own their website,” advises Chou. “Shopify is the best platform to build a thriving e-commerce business.”

    Conclusion: Finding the Right Fit

    Each marketplace offers unique advantages and challenges, and choosing the right one depends on your product type, target audience, and long-term goals. Chou recommends starting with a marketplace that aligns with your business model and using it as a stepping stone to build your own brand.

    “Validate your product on marketplaces like Amazon or eBay,” Chou advises. “But always work toward creating a brand that customers recognize and trust on your own website.”

    Step 1: Finding a Product

    The first step to starting an e-commerce business is finding a product to sell. Chou recommends looking at everyday problems and finding products that solve them. By identifying a problem you or people around you face, you can ensure a market for your product.

    “You can be sure that there’s a market for that product,” Chou says, citing his example of selling handkerchiefs online because he couldn’t find them elsewhere.

    If you’re unsure what to sell, tools like Jungle Scout can help you find products with high demand and low competition. Other research tools like Ahrefs and Terapeak provide valuable insights into market trends and customer needs.

    Step 2: Finding a Supplier

    Once you’ve identified a product, the next step is finding a reliable supplier. Your goal is to achieve at least a 66% gross margin on your sales.

    Chou advises using platforms like Alibaba to find manufacturers or attending trade shows to meet suppliers in person. Hiring a sourcing agent is another option that can save time and effort. “Usually, these sourcing agents cost around five percent of your cost of goods,” Chou notes.

    When working with a supplier, communicate expectations clearly and request samples to validate product quality before making a large investment.

    Step 3: Validate Your Product

    Validating your product is crucial before committing to large inventory orders. Chou suggests selling samples on Facebook groups, eBay, Amazon, or Etsy to gauge demand.

    “Sell a couple of samples and test the waters,” he advises. Early feedback helps refine your product and pricing before scaling up production.

    Step 4: List Your Product on Amazon

    Chou recommends listing your product on Amazon first to generate immediate sales and validate demand. With over 50% of the e-commerce market share, Amazon provides access to a vast customer base.

    Chou emphasizes optimizing your product listing with relevant keywords, high-quality images, and compelling descriptions. He also suggests using Amazon’s pay-per-click (PPC) advertising program to boost visibility.

    “Amazon’s PPC ads can be a great way to generate sales for your product,” he says.

    Step 5: Start Your Own Website

    Once your product has been validated, it’s time to start your own website. This allows you to build your brand, control the customer experience, and foster a loyal customer base.

    Chou recommends Shopify for ease of use and support, while WooCommerce or Shift4Shop are budget-friendly alternatives. BigCommerce also offers robust functionality without extensive reliance on third-party apps.

    “Make sure you incorporate your value propositions and why you are different on your website,” Chou advises.

    Step 6: Implement Email Marketing

    Email marketing helps retain customers and encourages repeat business. Chou recommends setting up automated email campaigns for abandoned carts, pre-purchase sequences, post-purchase follow-ups, and win-back campaigns.

    “The goal with email marketing is to retain customers and encourage repeat business by sending targeted automated email campaigns,” Chou explains.

    Step 7: Content Creation

    Generating organic traffic is essential for long-term success. Chou suggests a three-pronged approach to content creation:

    Blogging: Share tips, reviews, and behind-the-scenes insights to engage your audience.
    YouTube: Create informative videos related to your product or industry.
    Podcasting: Establish authority and build a dedicated following with audio content.
    By consistently producing valuable content, you can attract a large audience and drive traffic to your website.

    Step 8: Advertising

    Paid advertising on Facebook, Google, and Amazon is a quick way to generate immediate sales. Chou emphasizes the importance of tracking results and adjusting strategies to optimize performance.

    “By advertising on Facebook and Google, you can generate immediate sales and reach a large audience quickly,” he says.

    Step 9: Focus on Your Best Customers

    Repeat business is the cornerstone of a successful e-commerce business. Chou advises identifying your best customers based on lifetime value, purchase frequency, and average order value.

    “Once you’ve identified your best customers, you can start building relationships with them by providing excellent customer service, special offers, and exclusive access to new products,” Chou explains.

    Time to Get Started

    Now that you understand the steps required to launch a successful e-commerce business and how to choose the right marketplace, it’s time to take action. The world of e-commerce is dynamic and constantly evolving, but with careful planning and execution, you can build a thriving business.

    Define Your Business Model: Choosing the right business model is crucial. Consider the long-term potential and select a model that gives you control over your brand and products. Whether it’s private label, wholesale, or dropshipping, understand the pros and cons of each.

    Find the Perfect Product: Identify a product that solves a problem or fulfills a need. Your personal experiences, skills, and market research tools like Jungle Scout and Ahrefs can guide you toward the right choice.

    Pick the Best Marketplace: Choose a marketplace that aligns with your product and business model. Amazon offers unmatched visibility, while Etsy caters to creatives and Walmart presents an emerging opportunity. Remember, the ultimate goal is to build your own brand on a platform like Shopify.

    Validate, Then Scale: Start small by validating demand through samples and limited inventory on marketplaces like Amazon or eBay. Once you’ve proven demand, focus on scaling your operations by building your own website and establishing a strong brand identity.

    Automate Marketing: Implement email and SMS marketing campaigns to engage customers and drive repeat business. Create valuable and informative content to attract organic traffic, and consider paid advertising for immediate sales.

    Focus on Customer Loyalty: Identify and nurture relationships with your best customers through exceptional service, special offers, and exclusive access. Build a community around your brand to drive repeat business and increase customer lifetime value.

    Starting an e-commerce business can be challenging, but the rewards are substantial with the right strategy and determination. As Steve Chou puts it, “Validate your product on marketplaces like Amazon or eBay, but always work toward creating a brand that customers recognize and trust on your own website.”

    The roadmap is clear, and the opportunities are vast. It’s time to start your e-commerce journey.

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