Today’s blog post is all about 10 Common Mistakes When Starting Your Own Webshop and How to Avoid Them. Starting your webshop is incredibly exciting, but it often comes with challenges and pitfalls you didn’t see coming.
Whether you sell handmade jewelry, crocheted toys, or custom clothing, it’s important to prepare for potential obstacles. Based on personal experience, here are 10 common pitfalls to watch out for — and practical tips to avoid them. Let’s dive in!
1. Choosing the Right Domain Name
Choosing a domain name sounds simple, but it’s often trickier than expected. You come up with a brilliant name, only to discover it’s already taken — or worse, for sale at an outrageous price. For example, I once wanted “Luxury Soaps” for my webshop. When it wasn’t available, I went with “Luxary Soaps” — a misspelled version that didn’t resonate with customers. Lesson learned.
Tip: Brainstorm multiple name options, even random word combinations, and use a business name generator for inspiration. Decide whether your webshop will mainly be in Dutch or English and choose your domain extension accordingly (.nl for Dutch, .com for international English shops). Make sure your name is easy to spell and remember. Avoid things like hyphens in the name.
2. Skipping Market Research
When I started making soap, I underestimated how much regulation was involved. For example, you must submit recipes for testing and certification, which can cost around €100. Your production space must also meet specific hygiene requirements, such as being separate from your living area. My attic didn’t qualify, and my soap business ended before it truly began. Yes — at one point I wanted to start a shop for every hobby I had. For now, I focus on crochet, knitting, and pattern design.
Tip: Thoroughly research the rules and regulations for your industry before investing in materials or products. Study market trends to determine demand and avoid oversaturated niches unless you can offer something unique.
UPDATE DEC 24: In the EU, you must now take the GPSR into account. Review this before starting your business.
3. Entering an Oversaturated Market
The market for handmade jewelry, tote bags, and home decor is huge. If your product isn’t unique, it will be difficult to stand out. For example, Ibiza-style bracelets were trending at one point. Many small shops jumped on the bandwagon, making it nearly impossible for new sellers to gain traction. The same happened with designer face masks during the pandemic — those who joined late missed the opportunity.
Tip: Identify gaps in the market. Use tools like Google Trends or keyword research to discover what’s trending and where demand exceeds supply. Offer products that stand out through unique features or a fresh perspective. Also stay true to your core product. Jumping from soap making to crochet to jewelry design and beyond is not healthy for a focused business.
4. Managing Inventory Smartly
Balancing inventory can be tricky, especially if you run your shop as a side business. You’re not a factory — overproduction can leave you stuck with unsold stock, while underproduction can mean missed sales.
Tip: Start small. List 1–5 items per product type. Once you identify your bestsellers, focus on restocking those. If something sells out, it’s perfectly fine to let customers wait a few days for new stock. That’s better than being stuck with excess inventory.
5. Offering Pre-Orders
Pre-orders can help you manage inventory effectively and reduce financial risk. For example, during the holidays you can create a sample product and allow customers to place pre-orders. This way, you know exactly how many items to produce and avoid wasting money on unsold stock.
Tip: Offer two pre-order strategies:
• “Made to order,” where customers pay upfront
• “Limited stock,” where you set a fixed quantity (for example, 25 items) and stop accepting orders once sold out
Both methods create urgency and help manage expectations.
6. Setting Up Payment Systems
A webshop needs a reliable payment system. While platforms like PayPal are easy to use, they can limit your customer base since not everyone uses them. Payment providers like Mollie require a business bank account, which may cost around €20 per quarter — even if you make no sales.
Tip: Start with Stripe or WooPayments, which are easy to set up and charge only a small fee per transaction. They integrate seamlessly with WooCommerce, a popular WordPress shop plugin. Later, you can upgrade to a more robust system like Mollie for additional features.
7. Relying on One Social Media Channel
Social media can make or break your business, but focusing on just one platform limits your reach. TikTok, for example, is great for a younger audience, while Instagram works well for users aged 30+. Facebook remains relevant for users over 40 and is especially useful for niche groups.
Tip: Research your target audience and create a multi-channel strategy. Post platform-specific content and use analytics to see what performs best. Don’t spread yourself too thin — focus on 2–3 platforms at the start.
8. Promoting Your Shop
Don’t be shy about promoting your shop. Many people feel awkward sharing their hobbies, but word-of-mouth marketing can be incredibly powerful. For example, my family initially joked about my crocheted products — but eventually they started recommending them to friends.
Tip: Start by sharing your shop with friends and family. Encourage them to spread the word. Use email marketing, flyers, and local events to reach new audiences beyond social media.
9. Not Setting Clear Policies
Every webshop needs clear policies. Return policies, payment terms, and delivery times should be clearly stated to prevent misunderstandings.
Tip: Use online templates — or tools like ChatGPT for a draft — to create professional policies tailored to your business. Make sure they are easy to find on your website and clearly communicated to customers.
10. Overloading Your Shop with Categories
It’s tempting to sell everything you’re passionate about, but too many categories can confuse customers and dilute your brand. For example, offering crocheted items, handmade jewelry, and clothing in one shop can overwhelm potential buyers.
Tip: Stick to 1–3 related categories. If you have multiple passions, consider opening separate webshops. This helps you maintain a clear focus and create targeted marketing strategies for each niche.
Conclusion
Starting a webshop is rewarding, but it’s not without challenges. By choosing the right domain name, doing proper market research, and managing your inventory wisely, you can avoid common pitfalls and set yourself up for success. Remember, your webshop doesn’t have to become a full-time business. If it’s just a hobby, keep it small and enjoyable. Ultimately, the goal is to have fun while sharing your creations with the world!
