Moving Offline to Online: How to Get Started for Businesses

In the past, running a business meant having a physical location, in-person customers, and face-to-face sales. But times have changed — and fast. Whether it’s the result of shifting consumer habits, rising competition, or global events like the COVID-19 pandemic, the need to move your business from offline to online has never been more urgent.

The good news? Going digital doesn’t mean abandoning the strengths of your brick-and-mortar store. Instead, it’s about combining your offline reputation with the power of ecommerce, digital marketing, and online customer engagement to reach more people, build trust faster, and sell without the limits of geography.

In this guide, we’ll cover the steps, tools, and strategies you can use to make the transition from offline to online — and thrive in the process.

Why Moving from Offline to Online is No Longer Optional

If your business relies solely on in-person traffic, you’re vulnerable to market changes and disruptions. By building an online presence, you:

• Expand your reach beyond your local area
• Give customers the flexibility to shop anytime, anywhere
• Gather data to improve your marketing and product decisions
• Build long-term resilience against unexpected events

A strong online presence ensures your customers can still find you — even if they can’t walk through your doors. And with global ecommerce sales projected to hit $6.4 trillion, there’s never been a better time to stake your claim.

Case Study #1: Kintec’s Online Expansion

Kintec, a Canadian footwear and orthotics brand, saw online sales surpass their entire 2019 revenue in just one quarter after fully integrating ecommerce with their physical stores. Their secret? Seamlessly blending in-store tech like the 3D FitScan™ with an online platform, ensuring customers could continue their shopping journey without friction.

Case Study #2: Bead World’s Digital Pivot

Bead World, a jewelry supply store in Arizona, launched its online store just months before COVID hit. When physical stores closed, their website orders quadrupled in one month. By leveraging BigCommerce’s large product catalog capabilities and offering tutorials via Pinterest, they turned an offline crisis into an online growth surge.

Case Study #3: Gumbo’s Local Reach

Gumbo, a boutique in Brooklyn, used BOPIS to retain its neighborhood customer base while reaching new buyers online. They also joined a local online marketplace, shopIN.nyc, allowing same-day delivery for nearby customers — a move that combined convenience with community loyalty.

Case Study #4: Defcon Hot Sauce’s Marketing Shift

Defcon Sauces, a hot sauce brand, pivoted from selling mainly at events to focusing on their online store during the pandemic. Their year-over-year online sales rose 65%, thanks to a strong brand presence, simple website navigation, and consistent use of digital marketing tools.

How to Start Moving Offline to Online for Businesses

It takes a lot of work and planning. But you will be well your way to a successful transition soon. Follow these steps:

Step 1: Create Your Digital Foundation

Before you start selling online, you need the right digital foundation in place. This includes:

Build a Mobile-Friendly Website

Your website is your online storefront. Whether you use Shopify, BigCommerce, WooCommerce, or another platform, make sure it:

• Loads quickly (site speed is a major factor in conversions)
• Works perfectly on mobile devices
• Has clear calls-to-action (Buy Now, Book a Call, etc.)
• Features high-quality product images and descriptions

Pro Tip: Use analytics tools like Google Analytics or Hotjar to see how visitors interact with your site and where you can improve.

Choose the Right Ecommerce Platform

Look for a platform that matches your inventory size, budget, and technical skills. For example:

• Shopify – Best for ease of use
• BigCommerce – Great for scalability and large catalogs
• WooCommerce – Flexible and open-source for WordPress users

Step 2: Bring Your Offline Strengths Online

One of the biggest advantages you have is your existing customer base and offline reputation. Use them to your advantage:

• Offer “Buy Online, Pick Up In Store” (BOPIS) — Keeps local customers engaged while introducing them to your online shop.
• Showcase your expertise — Use blog posts, tutorials, or webinars to replicate the in-person knowledge customers get from you.
• Collect and display reviews — Online testimonials bridge the trust gap for people who haven’t visited you physically.

Step 3: Use Digital Marketing to Build Demand

You can’t just launch an online store and expect people to find it. You need to actively create demand. If you are new to digital marketing, you can check out Udemy’s business courses to improve your skills in all areas.

Social Media Marketing

Choose platforms where your customers are most active.

• Instagram & Pinterest — Great for product-based businesses with visual appeal.
• LinkedIn — Best for B2B service providers.
• Facebook — Strong for local targeting and community building.

Tip: Keep your visuals consistent. Don’t overload images with text — let the design speak for your brand. Read our design guide for more info.

Search Engine Optimization (SEO)

SEO ensures your business appears when people search for your products or services online.

• Target local SEO terms like “bakery in [City]” if you serve a specific area.
• Create helpful content that answers customer questions (guides, how-tos, comparisons).
• Optimize meta tags, image alt text, and internal linking.

Try Paid Advertising

Use Google Ads or Facebook Ads to drive targeted traffic to your site. Start small, measure results, and scale what works.

Step 4: Master Online Sales and Customer Experience

Even if your store is now digital, the customer experience still makes or breaks your business. Customer service is very important for dropshipping! Here’s how you can approach it:

• Fast, reliable shipping — Partner with trusted carriers and offer tracking.
• Clear return policies — Remove buyer hesitation. Don’t neglect refunds.
• Responsive support — Use live chat, email, and even social DMs to quickly answer questions. Use surveys to collect feedback. Ask your customers what they want.

Step 5: Measure, Improve, and Grow

Once your business is online, the work doesn’t stop. Here’s what to look for in your KPIs:

• Conversion rate shows the percentage of visitors who buy — if it’s low, you might need clearer product descriptions, better photos, or smoother checkout. 
• Average order value (AOV) tells you how much each customer spends per transaction; you can boost it with bundles, upsells, or free shipping thresholds. 
• Repeat purchase rate reveals loyalty — a low number suggests you need better retention tactics like email offers or loyalty programs.
• Monitor traffic sources in your analytics. Identify which channels — search, social, email, paid ads — bring the most visitors and the highest-converting customers. If a source drives a lot of traffic but few sales, you may be targeting the wrong audience or need to adjust messaging.
• Watch cart abandonment rate closely. High abandonment often means pricing surprises, shipping costs, or friction in checkout. Fixing these can recover lost revenue quickly.

Pro tip: Don’t overlook customer acquisition cost (CAC) and customer lifetime value (CLV). CAC tells you how much it costs to bring in a customer; CLV tells you what they’re worth over time. Healthy growth comes when CLV significantly exceeds CAC. You can use various e-commerce analytics tools to help you with these.

Conclusion

Moving from offline to online doesn’t mean abandoning the personal touches and community trust you’ve built. Instead, it’s about amplifying them with digital tools so you can serve more people, more often, with less limitations.

By laying the right foundation, using your offline strengths, investing in marketing, and staying agile, you can create a hybrid business model that thrives in any market.