In short
- 01Price comparison sites bring people who already want to buy.
- 02Google brings customers through search and shopping results.
- 03Social media builds the brand and brings customers back.
- 04Email is the cheapest way to sell again, but only within the consent rules.
- 05Start with the channel where your customers already are.
1Price comparison sites
Most European markets have comparison sites where people go to decide where to buy: idealo in Germany, Ceneo in Poland, Heureka in the Czech Republic and Slovakia, and Google Shopping almost everywhere. The customer already knows what they want and compares price and shop. A shop connects to them through an XML product feed, which most e-commerce platforms can generate.
Visitors with a clear intent to buy.
Price pressure, and you usually pay per click.
Collect shop reviews. They matter a lot on comparison sites.
2Google: search and shopping
Through Google Merchant Center you can show products in Google’s shopping results. A basic free listing exists; paid campaigns bring more. In the long run SEO helps: category and product descriptions written for people, and articles that answer customers’ questions.
3Social media
Instagram and Facebook rarely sell straight from the first post. But they build the brand and trust, and above all they bring back customers who have already bought from you. The guide How to create Instagram posts for an online shop describes content that works.
Costs mainly time, which you can save with planning or tools that prepare the content.
Precise targeting and remarketing to people who visited your shop. They need a budget and measurement.
4Email marketing
In the EU, the rules for marketing email come from the ePrivacy Directive as implemented by each country. As a rule you need prior consent, typically a newsletter sign-up. Most countries allow an exception for your own customers and similar products, provided they can easily opt out. The details differ by country, so check the rules where you sell.
For a small shop, email is often the cheapest channel: repeat purchases, abandoned carts, news for loyal customers.
5Reviews and recommendations
Reviews on comparison sites, on Google and on your shop convince new customers more than any ad. Ask for them after delivery. Publish only genuine reviews: fake or bought reviews are an unfair commercial practice under EU consumer law.
6Marketplaces
On marketplaces such as Amazon, eBay, Allegro or Kaufland you sell alongside other merchants through their site. You get a large audience, but you pay commission and the customer relationship belongs mainly to the marketplace. It works as an addition, not a replacement for your own shop.
Where to start
Google Analytics, and knowing where orders come from.
If you sell goods people compare.
From your first customer.
Even on a small scale.
Once you know what sells and what a customer costs you.
Frequently asked questions
- How can I promote an online shop for free?
- Without money, but not without time: organic social media content, SEO, the free listing in Google Shopping, collecting reviews and emails to existing customers.
- Are comparison sites worth it for a small shop?
- If you sell goods people compare on price, usually yes. For unique products you cannot buy elsewhere they bring less, and building the brand pays off more.
- Can I email offers to other businesses?
- It depends on the country. Some EU countries treat business addresses like consumer ones and require prior consent, others are looser. Check the rules in the country of the recipient.
