25 x things I’d do differently if I was starting an online fashion store in 2026
After running my own fashion brand and online boutique for over nine years, one of the questions I get asked most often is: “What would you do differently if you were starting an online fashion store again?”
The truth? A lot. I made plenty of mistakes, learned from every one of them, and discovered what truly works. So, if you’re just starting an online fashion store or dreaming about launching one, here are 25 lessons and insights I wish I’d known from day one.
1. Be Clear on the Business Model
Before starting an online fashion store, decide what kind of business you want. Do you dream of running a flexible online brand from your laptop or do you want a big team and warehouse? Your answer will guide every decision moving forward.
2. Know Your End Goal
Are you building a brand to sell one day, or do you want a long-term lifestyle business? Setting this intention early helps shape your pricing, marketing, and growth strategy.
3. Choose White Labelling Over Manufacturing
If I were starting an online fashion store today, I’d skip manufacturing altogether. Instead, I’d source pre-made garments I could white label with my branding. It’s faster, cheaper, and far less stressful than designing from scratch.
4. Build Advertising Costs into Your Pricing
Paid ads, especially Facebook and Instagram ads are essential when starting an online fashion store. I’d build these costs (about one-third of retail price) into my pricing from day one to protect profit margins.
5. Outsource Early
Packing orders yourself will quickly become overwhelming. I’d use a third-party logistics (3PL) provider as soon as I had consistent sales, freeing my time for growth-focused tasks.
6. Hire Contractors, Not Employees
When starting an online fashion store, I’d rely on freelancers and virtual assistants instead of permanent staff. It keeps costs flexible and reduces HR headaches.
7. Set Aside Tax Regularly
Put money aside weekly or monthly for tax and GST. There’s nothing worse than being surprised by a big bill you didn’t plan for.
8. Invest in a Solid Yet Affordable Website
You don’t need a $10,000 website. A well-built Shopify store with a clean theme and good photography will do the trick. Spend wisely.
9. Invest in Branding (Without Overspending)
Your logo, fonts, and visuals matter but you don’t need to blow your budget. Quality branding can be done for under $2,000 when you work with a skilled designer.
10. Perfect Your Marketing Message
The right words convert browsers into buyers. Take time to understand your ideal customer and craft messaging that speaks directly to their needs.
11. Keep Photoshoots Simple
Skip the big production shoots. Use natural light and lifestyle shots. I’d avoid stylists and fancy studios realistic visuals sell better online.
12. Focus on Two Social Media Channels
If I were starting an online fashion store again, I’d master just two social media platforms instead of spreading myself thin. Consistency beats quantity every time.
13. Learn Facebook Ads Yourself
Learning to manage your own Facebook ads is one of the best investments you can make when starting an online fashion store. You’ll save money, gain insight, and maintain control of your traffic and sales.
14. Build an Email List Before Launching
Don’t wait until launch day to build your audience. Collect email sign-ups early and warm up your future customers with helpful content and sneak peeks.
15. Automate Your Email Flows
Set up your welcome and abandoned cart email sequences from the start. These automated messages can drive a huge portion of your sales.
16. Avoid Expensive Packaging
Pretty packaging is nice, but it rarely adds value. Go simple save the money and invest in marketing instead.
17. Find a Business Coach or Mentor
If you’re starting an online fashion store, don’t try to do it alone. A mentor or eCommerce coach can help you fast-track success and avoid costly mistakes.
18. Deliver Excellent Customer Service
Outstanding customer service is your competitive advantage. Always communicate clearly, resolve issues quickly, and remember happy customers come back.
19. Set Boundaries and Avoid Burnout
Treat your fashion business like a real job. Set working hours, take breaks, and don’t check messages 24/7. Sustainability matters.
20. Manage Your Money Smartly
Track expenses, budget for marketing, and keep personal finances separate. I recommend the book Profit First for eCommerce it’s a game changer.
21. Pay Yourself Early
Even if it’s a small amount, pay yourself a weekly wage once sales begin. It keeps you motivated and builds financial discipline.
22. Choose the Right Company Structure
Once your business grows, set up a proper company structure to protect your personal assets. Speak to your accountant before scaling up.
23. Find an Accountant Who Understands eCommerce
Having an accountant who gets your business model is priceless. They’ll help with forecasting, taxes, and cash flow while supporting your growth goals.
24. Surround Yourself with Like-Minded Entrepreneurs
Entrepreneurship can be lonely. Find a supportive community of fellow business owners who understand the journey of starting an online fashion store they’ll become your greatest allies.
25. Take Advantage of Rewards Programs
Use a business credit card that earns frequent flyer points or cashback. It’s a clever way to make your expenses work harder for you.
Final Thoughts to starting an online fashion store
If I were starting an online fashion store again today, I’d focus on building a strong foundation, keeping things simple, and outsourcing wisely. Most of all, I’d remember that success doesn’t happen overnight it’s the result of consistent, smart decisions over time.
Running an online fashion brand is challenging but incredibly rewarding. Avoid the mistakes I made, apply these lessons, and you’ll be miles ahead when building your own successful store.
If you’d like hands-on help growing your fashion business, check out my eCommerce coaching programs designed to help you start, scale, and succeed in style.
