What to Consider Before Selling on eCommerce Platforms

There are several claims about when the term e-commerce was first used. One of the earliest dates back to 1984, mentioned in the California Electronic Commerce Act. That’s years before the World Wide Web was even introduced in the 1990s. Back then, e-commerce mainly referred to transactions between businesses using private networks or EDI systems.

Today, the meaning has evolved. E-commerce now covers everything from B2B and B2C platforms to social media selling. And while it might seem easy to get started – just upload a product and go – it gets more complicated as you grow.

At C4B Strategies, we believe there are four basic things to consider before diving in.

1. Platform Fit

Selling online doesn’t always mean listing on a big marketplace right away. Go back to the basics: what you’re selling, who your customers are, where they spend time, and how you want your brand to show up.

Some examples:

• Personalized or custom products might perform better on social media like Instagram or your own website (D2C website).
• Mass-produced items often thrive on platforms like Amazon, TikTok Shop, Mercado Libre, or Lazada.
• Technical or configurable products might be better suited for platforms like Ingram Micro or a branded site supported by a sales rep.

There’s no one-size-fits-all platform. The right one depends on your offer and your customer.

2. Visibility

Whether you’re offering a product or a service, the customer still needs to get it. Visibility is about how clearly and effectively your offer is presented.

Start with:

• A good photo, video, or reel that shows what you offer.
• A clear, easy-to-understand description that answers a specific need or pain point.

That’s just the start. Visibility also involves decision-making, testing, and investment. You’ll likely need a mix of content, ads, and maybe affiliates. Most platforms offer in-house tools like campaign placements, flash sales, and seasonal pushes. But using them well takes planning as it has cost implications and good negotiation with platforms.

3. Pricing and Margins

Pricing isn’t guesswork. You started a business to earn, not to break even.

If you’re using your own site or selling via social media, it’s easier to calculate what you keep from each sale. On platforms, it gets more complicated. You’ll need to factor in:

• Platform commissions
• Shipping and handling
• Discount requirements for campaigns (which often ask you to price below your average for the last 60 to 90 days)
• Brand-level vouchers like free shipping, new customer discounts, or loyalty perks

If you don’t get your pricing right from the start, the whole setup might become unsustainable. And that’s before you even look at your competitors. You need pricing that gives you flexibility, covers your costs, and still makes sense to your customer.

4. Operational Capacity

Can you deliver what you promised, when your customer needs it?

Whether you’re dealing with limited inventory, manpower, or time, operational readiness still matters. Even if you’re just starting out, it helps to ask:

• Can I fulfill orders quickly?
• Do I have enough stock or service hours?
• What happens if demand spikes?

Unless your brand is already strong, most customers won’t wait. They’ll just move on to someone else who can meet their needs faster. That’s why having a clear process matters, not just for your customers, but for your sanity too.

To Wrap It Up

Before selling online, consider these four things:

1. The platform you’ll use
2. How you’ll be seen
3. How you’ll price
4. Whether you can deliver

Having a great product is just one part of the equation. If you want to build something sustainable, these four basics can help you stay grounded, intentional, and prepared – even if you’re just starting out.