Does your reselling business need its own website?
I’m almost always recommending business owners to get their own website. Almost. Key word there. The thing about advice is that there’s never a one-size-fits-all. So what about resellers?
Resellers: someone who purchases inventory at retail (specifically inventory not purchased at wholesale with a wholesale agreement) or secondhand to then “flip:” sell it again at a profit.
Quick answer: I say no. You don’t need your own website. Cue disbelief. “What?! How can you call yourself a business coach?! EVERY BUSINESS NEEDS A WEBSITE”.
Take a deep breath and let me walk it through with you.
You absolutely should be online, no questions asked. But what’s your goal in having your own website? Is it to sell, to connect, or inform? It shouldn't be just because you think you should have one.
Most resellers are already selling on a marketplace such as Ebay, Poshmark, Amazon, Etsy, Mercari, etc. But you might be wondering if it’s worth having your own website to maybe save on fees and marketplace expenses. Generally it’s not worth it. The fees charged on marketplaces, albeit annoying, are quite the fraction of the costs of running your own website. Plus, your inventory is constantly changing because you only have one of each item. Uploading inventory to your own website takes longer than listing it on one of the marketplace apps. And with constantly changing inventory it’s going to be hard to gain repeat customers and implement great SEO on your own website. In other words, getting traffic to your own standalone website is a huge time and money suck, to put it lightly. Sure, selling fees might seem like a lot, but those marketplaces have millions of shoppers on their platform who like, know, and trust it and even if you’re brand new, they’re still ready to buy. They trust Ebay, they don’t need to necessarily trust you. Whereas your own website, you need to establish trust and that takes time. Plus those marketplaces put a great deal into expert advertising attracting new shoppers to the marketplace. That’s another time and money savings.
Do you regularly connect with your customers in a meaningful way? Or do you just “list it and forget it”? Do you sell all over the board, aka whatever you can make a profit on, or do you have a niche that you stick to? If you regularly connect with your customers in a meaningful way and love doing it and you sell within a niche, you might benefit from your own website. But there’s other ways, free and cheap ways, to connect to your customers. You might connect through social media via a dedicated page or group.
Are you an expert in your field and are looking to capitalize on your knowledge? Do you have a physical storefront that you’re trying to bring more attention to? In these cases, you will benefit from a website. If you have information that someone would search for on Google, then you might need a website. For example, if someone would search for “antique stores near Houston” and you want them to find your store, having your own website to pop up would be a big way to get traffic. Of course, it’s not the only way. You can also have just a Google My Business listing or a Yelp listing.
As you can see, there’s many different situations that would determine if you need a website. I’d love to learn about your situation and help you take your next steps with clarity and confidence. Did you know your first coaching call with me is free?
Hey! I'm Christine, I'm an entrepreneur and small business owner who has learned by trial and error. I write helpful articles that help you take your next steps in business. Occasionally I like to mix things up and dash in a bit of lifestyle topics. Thanks for being here!