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Selling online

Selling online takes more than good photos: prices that cover every cost, listings that get found, policies buyers trust, and orders that ship and get billed without mistakes. These guides cover the practical side of running a small online shop: how to price products and read your margins, how to write titles and descriptions, the barcodes and SKUs marketplaces ask for, invoices and packing slips, shipping and return policies, inventory and reorder points, and the ad numbers (ROAS, customer acquisition cost, average order value) that show whether marketing is paying off. Each guide gives the formula, template or checklist first, then worked examples you can copy.

38 guides in this topic

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  1. How to Calculate Profit Margin (2026): Formula and Examples for Online SellersHow to calculate profit margin: (price - total cost) / price x 100. Gross vs net margin, an example with fees and shipping, and pricing for…
  2. How to Price Handmade Products (2026): Formula, Examples and Etsy FeesHow to price handmade products: materials + labor + overhead, times 2 for wholesale and 2 again for retail. Candle example, Etsy fees and a…
  3. How to Write Product Titles (2026): Formulas and Character Limits for Amazon, Etsy, eBay and ShopifyHow to write product titles that get found and clicked: a simple formula, keyword order, character limits for Amazon, Etsy, eBay and Shopif…
  4. Product Description Examples (2026): 16 Short Examples and a Formula That Works16 product description examples across 15 categories, plus the five-part formula, a copy-paste template, ideal length by product type and t…
  5. Why Are My Products Not Selling Online? A 2026 Diagnostic GuideWhy are my products not selling online? Find out if it's a traffic or conversion problem with a diagnostic table, then fix photos, price, t…

How do you price products and calculate profit margin?

Add up every cost per unit, including materials, labor, packaging, fees and shipping, then set a price that leaves the margin you need; margin is profit divided by price, while markup is profit divided by cost. How to calculate profit margin gives the formula with examples, and markup vs margin explains why the two numbers differ. Makers should read how to price handmade products. For sales, see how to calculate discount percentage, and to earn more per order, how to increase average order value.

How do you know whether your ads and marketing are paying off?

Compare what each sale brings in with what it cost to win: ROAS is revenue divided by ad spend, and it has to clear your break-even ROAS, which depends on your margin. See how to calculate ROAS, what a good ROAS is and break-even ROAS with fees, then how to calculate customer acquisition cost. Track where buyers come from with UTM links and a QR code for your business, and lower ad costs with user-generated content from customers.

How do you write product titles and descriptions that sell?

Lead the title with what the product is and the words buyers search for, then use the description to answer their questions in order: what it does, what it's made of, size, and what's included. Use the formulas in how to write product titles and the product description examples, and stay within the Amazon, Etsy and eBay character limits. Write product image alt text for accessibility and image search, and collect everything into a product catalog. If listings still sit unsold, work through why your products are not selling online.

Do you need UPC barcodes and SKUs, and how do you track inventory?

Many large marketplaces ask for a UPC or other GTIN on new products, while SKUs are your own internal codes for tracking stock; both are covered in do you need a UPC barcode to sell online and choosing a GS1 UPC plan for small sellers. Build a readable code scheme with how to create SKU numbers, set up inventory tracking for a small business, and avoid running out with how to calculate reorder point and safety stock.

How do you write shipping and return policies and ship safely?

A good policy states processing time, shipping options and costs, and who pays for returns, in plain words a buyer can check before ordering. Use how to write a shipping policy with these shipping policy examples, and how to write a return policy with these return policy examples. When returns arrive, follow how to handle returns as a small business. To cut damage and surprise shipping costs, read how to ship fragile items, how to calculate dimensional weight and, for freight, how to calculate CBM.

What goes on an invoice and a packing slip?

An invoice requests payment, so it needs your business details, the buyer's details, an invoice number and date, each item with its price, taxes, the total and payment terms; a packing slip lists what's in the box, without prices. See how to make an invoice for a small business, the checklist of what to include on an invoice, and what a packing slip is and how it differs from an invoice.

How do packaging and branding help a small shop sell more?

Consistent packaging, colors and a personal note make a small shop memorable and give buyers a reason to post and reorder. Get ideas from product packaging ideas for small business and these thank-you card messages for customers. Then set the look once with how to create a brand kit for your shop and how to choose brand colors for a small business.

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Frequently asked questions

What is the difference between markup and margin?

Markup is profit as a percentage of cost; margin is profit as a percentage of the selling price. A product that costs $10 and sells for $20 has a 100% markup and a 50% margin.

Do I need a UPC barcode to sell online?

You need one for Amazon (unless you have a brand exemption), Walmart and most retail stores. Etsy, eBay and your own store generally don't require one.

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