Hello! I'm Samuel Chapman. 

I'm on a mission to show you that every product based business can flourish and grow, no matter the challenges. Regardless what you sell, or whether you have a physical or online location.

With the right knowledge, tools, and a bit of inspiration, you can achieve amazing results.

Here’s What Actually Matters

Starting an e-commerce business is exciting, but also overwhelming. With so much conflicting advice on what to do first, it’s easy to feel stuck, second-guess your decisions, or get caught up in tasks that don’t actually grow your business.

That’s why, in this episode of The Abundant Business Podcast, host Samuel Chapman cuts through the noise and shares the real strategies that help small business owners build a profitable online store without wasting time on what doesn’t matter.

If you're serious about launching an online business and making sales, this guide will help you focus on what truly drives success.

The Power of Niching Down: Why You Need a Specific Audience

Many new entrepreneurs make the mistake of trying to sell to everyone. But when you try to appeal to everyone, you end up attracting no one.

Instead, niche down and speak directly to your ideal customer.

Why niching works

• It makes your marketing more effective
• It builds trust and positions you as an expert
• It helps you stand out in a crowded market

Example: Instead of selling “eco-friendly home products,” niche down to “handmade zero-waste kitchen essentials for busy mums.” This makes it easier to attract the right customers and build loyalty.

Action Step: Ask yourself: Who is my product for? What problem does it solve? Get ultra-specific with your audience.

Building a Solid Foundation: Don’t Skip the Business Basics

Before diving into flashy marketing tactics, you need a strong foundation. Too many e-commerce businesses fail because they skip the business fundamentals.

Key foundational steps for a profitable e-commerce store:

✔️ Set up a proper business structure (sole trader, LLC, etc.)
✔️ Track your finances and expenses from day one
✔️ Price your products correctly for profit (not just to “stay competitive”)

Example: If you don’t account for packaging, shipping, transaction fees, and advertising costs, you might unknowingly sell at a loss.

Action Step: If you don’t already, start tracking your costs, pricing strategy, and financial goals to ensure you’re building a business that actually makes money.

Focus on Income-Generating Activities

New business owners often get caught up in:
❌ Spending hours tweaking their logo
❌ Trying to be on every social media platform
❌ Obsessing over website design before making their first sale

None of these directly generate revenue.

What actually moves the needle?

✔️ Getting your product in front of real customers
✔️ Talking to potential buyers and understanding their needs
✔️ Testing offers, messaging, and pricing to see what sells

Example: Instead of spending weeks perfecting your website, create a simple landing page, post about your product on social media, and start collecting orders.

Action Step: Each day, ask yourself: Is this task directly leading to sales? If not, prioritise something that will.

The Hero Product Strategy: How One Product Can Build Your Brand

One of the biggest mistakes new e-commerce sellers make is launching too many products at once.

Solution? Start with a Hero Product one standout item that:
✔️ Solves a real problem for your ideal customer
✔️ Is easy to market and talk about
✔️ Becomes the foundation of your brand

Why this works:

• You build brand recognition faster
• Marketing becomes simpler and more effective
• It’s easier to get repeat customers

Example: Apple started with the iPod before expanding. Lush built its brand around bath bombs. Instead of launching a full collection, focus on one hero product that hooks your audience.

Action Step: Pick one core product to focus your marketing and messaging around.

Simplify Your Marketing: Choose One Platform and Be Consistent

Many new business owners spread themselves too thin trying to be on Instagram, TikTok, Facebook, Pinterest, and email marketing all at once.

The reality? You don’t need to be everywhere. You just need to show up consistently where your audience hangs out.

How to simplify your marketing strategy:

✔️ Pick ONE platform and focus on mastering it
✔️ Use story-driven content to connect with your audience
✔️ Engage, don’t just post—comment, DM, and start conversations

Example: If your ideal customer spends most of their time on Instagram, go all in on Instagram, instead of trying to post everywhere and burning out.

Action Step: Choose one platform, create engaging content, and show up consistently before adding more channels.

Action Steps to Get Started Today

If you’re feeling overwhelmed starting your e-commerce business, here’s your simple roadmap:

✅ Step 1: Define Your Niche Clearly (Who is your product for?)
✅ Step 2: Pick Your Hero Product (What’s your standout item?)
✅ Step 3: Simplify Your Marketing Strategy (Which one platform will you focus on?)
✅ Step 4: Prioritize Sales-Generating Activities (Is what you’re working on actually leading to sales?)

By focusing on what truly moves the needle, you’ll avoid the biggest mistakes most new business owners make and build a profitable e-commerce store faster.

Got questions or want to chat?

If this post resonated with you, please share it with someone who could benefit from hitting reset and setting intentional goals for their business.

I’m on a mission this year to help as many small business owners as possible have their brightest year yet, and I can only do that with your support.

Drop me a message on Instagram @productcoachsam. I’m here to help you succeed!

Samuel Chapman