Running an online business is like a rollercoaster—exciting, full of ups and downs, and occasionally, it makes you scream. For someone like me, who sells personalized items like stickers and magnets, there’s something fun and magical about creating a product and imagining it brightening someone’s day. But when you're managing two storefronts—Etsy and my own website—plus selling in person through friends and Facebook, that thrill can quickly turn into a balancing act worthy of the circus. And with the consideration of adding a TikTok Shop to the mix, things are about to get even more interesting!
Let’s dive into the chaos—and the rewards—of trying to keep all these spinning without dropping the ball!
Twice the Fun… and Twice the Time Crunch
Maintaining one online store is a full-time job-- add a second, plus in-person sales, and suddenly, your to-do list triples (or maybe even quadruples!).
Etsy is fantastic for reaching a built-in marketplace, but it comes with the usual responsibilities—optimizing listings, keeping track of fees, and replying quickly to customer messages and concerns (don't get me started on the inconsistencies of USPS). Then there’s my website, where I'm the captain of my ship, responsible for everything from product pages to behind-the-scenes maintenance, like updating plugins and making sure nothing’s broken.
Now let’s throw in selling in person--engaging with customers locally and adapting to a shorter turn-around and personal delivery. And just when I thought I had my hands full, I'm considering launching a TikTok Shop! Before you know it, your "free" time vanishes faster than the last cookie in the jar!
Brand Consistency
One of the biggest hurdles in running two storefronts and selling in person is keeping your brand looking sharp and consistent. On Etsy, you’re somewhat limited by the platform’s design, so making it feel truly yours can be tough. Your own website? The sky's the limit! But that also means you’re responsible for keeping it polished, engaging, and bug-free.
Selling in person adds another layer. You want your engagement with customers to reflect the same fun, creativity, and professionalism that customers experience online, right?
Plus, if I add a TikTok Shop, I’ll need to ensure my branding is cohesive across all platforms. The challenge is making sure customers feel the same love and connection, whether they’re shopping on Etsy, my website, or contacting me directly. The last thing you want is for them to feel like they’re shopping from totally different people! It’s kind of like dating: consistency is key, or they might lose interest.
Navigating the Costs: Fees, Fees, and More Fees!
Let’s talk money. Each platform has its perks, but those listing fees and transaction costs can start to add up quickly. Etsy has its fees, and while your website helps you avoid some, it comes with hosting costs and other expenses.
Then there’s selling in person. While you save on listing fees, you might have to invest in displays, booth fees, and supplies for market setups should I decide to add that level of in person sales.
The big question looms: Do you direct traffic to Etsy, where there’s a ready-made audience but more fees, or steer them toward your website where you have more control but need to work harder for visibility? And how do you promote your in-person sales? And how do you do it all while considering incorporating a new TikTok Shop? It’s a puzzle that sometimes feels like it needs an advanced degree to solve!
Marketing: Where’s My Audience Today?
Juggling marketing efforts across two storefronts and in-person sales can be a real challenge. On Etsy, you have the advantage of being part of a huge marketplace, so shoppers might stumble upon you while browsing. Your website? Well, that’s a whole other game. SEO, social media, and email marketing all become key players in bringing in traffic—and it can feel like you’re spinning a thousand plates trying to keep everything running smoothly.
And then there’s the potential of TikTok! The platform has exploded in popularity, and setting up a shop could open up a new world of customers. But figuring out how to tie that into your existing marketing strategy adds another layer of complexity. Do you showcase products on TikTok to drive traffic to Etsy or your website?
The Payoff: It’s Worth It (Most Days)
Yes, it’s a lot. And some days, you might wonder why you didn’t just stick to one or two platforms. But the truth is, having multiple storefronts offers a treasure trove of opportunities. Etsy helps introduce your products to new buyers who might not have found you otherwise, while your website lets you build a direct relationship with loyal customers. In-person sales create an entirely different dynamic, allowing for real-time feedback and engagement that online sales can’t replicate.
And if I do launch a TikTok Shop, it could tap into a younger audience excited for my unique stickers and personalized items.
The trick is finding that sweet spot where everything works in harmony. Whether it’s syncing product listings, automating certain tasks, or setting specific days to focus on each storefront, finding a rhythm can make all the difference.
Despite the challenges, I wouldn’t have it any other way. The thrill of seeing all my stores thrive and knowing I’m reaching new customers while building my brand makes the chaos worth it. And hey, at least I’ve gotten really good at multitasking!
If you’re a fellow small business owner juggling multiple storefronts or considering something new like a TikTok Shop, I’d love to hear your stories! What are your tips for keeping it all together?