10 key factors for the success of an online store in 2024

Financial success with an online store

If an online store runs smoothly, it has the potential to become a lucrative source of income without the operator having to make large investments. A well-structured online store automates around 80 percent of its workflows. Furthermore, no extensive prior knowledge or technical skills are required, especially when using ready-made store systems. These enable operators to simply adhere to the existing structures. The comparatively small amount of time required also makes it possible for people to set up their own online store alongside their main job or family commitments.

Setting up an online store therefore seems uncomplicated at first. However, the road to success is not as easy as it seems. Creating an online store is one thing, but running it successfully is another. From under-calculated budgets to limited reach, demanding customers to misguided marketing strategies, there are many challenges on the road to a thriving business. Here are the ten most important factors that founders should consider in 2024.

10 aspects that should be considered when running an online store

1. Discover a suitable niche

It is crucial to carefully choose the right area for setting up an online store. You should look for a product category that is not yet overused by other providers. It is important to keep a specific target group in mind, but also to ensure that it is large enough to attract enough customers. Particularly promising are areas that have a strong emotional connection, such as sustainable household products, products for special hobbies or craft supplies.

2. The selection of a suitable product

Once you have discovered a market niche, it is important to select a product carefully. Successful products fit the current needs of customers and still have room for growth in the market. It is also crucial that the product offers a clear benefit and solves a specific problem for the target group. With an online store, it is also important to ensure that the product is not easily available in traditional retail stores. In this way, you can achieve a unique position in the market and increase your appeal to potential customers.

3. Reduce the store to a minimalist design

A well-designed website is of great importance for an online store, as it presents the image of the store and contributes significantly to a positive user experience. Online store operators should therefore invest in a professional and appealing web design that is, above all, user-friendly. Important elements here are fast loading times, smooth use on mobile devices and clear, easy-to-understand navigation. Especially in German-speaking countries, users prefer a simple design without excessive colors or superfluous elements. A minimalist design increases the time spent in the store and makes it more likely that customers will make a purchase.

4. Learn the basics of search engine optimization

It is crucial for webshops to optimize their site for search engines (SEO), as this increases visibility in search results and targets potential customers. An SEO-improved website helps to improve the user experience, boosts visitor confidence and promotes long-term business success.

5. Enter into cooperations with micro-influencers

High advertising costs and tough competition lead to frustration for many online store owners. Traditional marketing channels, such as paid advertisements, are no longer very successful anyway. It makes more sense to explore new avenues. One method is influencer marketing, especially with micro-influencers. A recommendation that comes from a micro-influencer is perceived less as traditional selling. In addition, influencers usually have a loyal community that can later become loyal customers of the store.

6. Attach importance to reliable logistics

Slow delivery times make a bad impression and should be avoided. Online store operators must ensure that their products are delivered quickly and reliably. This includes careful selection of suppliers, optimization of delivery routes and continuous monitoring of the entire delivery process. Clear communication about delivery status is also important to build customer confidence and ensure a positive shopping experience. It is advisable to check the reliability of a supplier in advance through test purchases.

7. Do not cut corners when it comes to customer service

In order to retain customers in the long term, it is crucial to offer first-class customer service. This means responding quickly to customer queries and issues. It is ideal to offer customers different ways to contact you, such as telephone, social media, live chat or email. In addition, other offers such as loyalty programs or discount campaigns can also help to retain customers in the long term.

8. Place a high priority on data protection and security

The internet can be risky, especially when it comes to protecting personal data. Customers today are very cautious when it comes to shopping online, especially in unfamiliar online stores. It is therefore important that store operators prioritize data protection and security and communicate this clearly. Compliance with data protection regulations and the confidential handling of customer data are of great importance. A reliable payment system is also crucial to gaining the trust of customers. In addition, store operators should continuously invest in software updates and new security technologies to avoid data breaches and increase customer trust.

9. Manage your finances skillfully

The long-term success of an online store depends largely on its financial situation. It is therefore very important for store operators to always have a clear overview of their expenses, income and profit margins. A reliable accounting system is essential to effectively manage finances, maximize profit margins and make the best use of the budget. Consistent financial planning is crucial for long-term growth and financial stability.

10. Always stay up to date

To succeed in a rapidly changing market, online store operators need to continuously stay up to date and adapt. This includes keeping abreast of current market trends, strategies and technologies and integrating them where appropriate. It is crucial not only to increase your own productivity, but also to show customers that there are dedicated people behind the store who care about their needs.


Setting up and running an online store undoubtedly offers enormous potential for financial success and personal flexibility. From choosing a suitable niche to continuously adapting to changing market trends, there are many aspects to consider to ensure long-term success. The ten factors above provide a comprehensive overview of what aspiring online store owners should look out for to maximize their chances of success.

Ultimately, it’s important to understand that online store success doesn’t happen overnight. It takes hard work, dedication and a continuous willingness to learn in order to keep up with the ever-changing demands of the market. However, through proper planning, implementation and continuous improvement, online store owners can create a solid foundation for a successful and sustainable business. With perseverance, creativity and a clear focus on customer satisfaction, they can develop their online store into a thriving business that generates stable revenue over the long term.