From Concept to Commerce: Jodie Minto’s blueprint for building a successful online fashion business
Over the years, I’ve had countless people ask me about starting an online fashion business and what I’d do differently if I were starting again from scratch.
After more than eight years of running my own online fashion brand and coaching hundreds of eCommerce entrepreneurs, I’ve learned what works, what doesn’t, and what I’d absolutely change if I had the chance to do it again.
So, here it is — my list of 25 things I’d do differently if I were starting an online fashion business today. These tips are based on real experience, lessons learned, and what truly moves the needle when it comes to launching and scaling a profitable fashion eCommerce brand.
1. Choose Your Business Model Early
Before anything else, I’d get clear on what type of online fashion business I want. Are you building a lifestyle brand that gives you freedom and flexibility, or do you want to scale to a warehouse with staff? Your end goal determines your entire strategy from pricing to staffing to marketing.
2. Opt for White Labelling Over Manufacturing
If I were starting again, I’d choose white labelling. Buying ready-made fashion products and branding them as your own saves time, stress, and money especially in the early days. Manufacturing is costly and complex, so focus first on selling, not production.
3. Build Advertising Costs Into Your Pricing
If you run an online fashion business, expect to spend on advertising. Build Facebook ad costs into your retail price. For example, if you sell a dress for $150, expect to spend $40–$50 in ads per sale. Paid traffic is essential so price accordingly.
4. Use Third-Party Fulfilment Early
Outsource fulfilment as soon as sales are consistent. Third-party logistics (3PL) can handle your storage, packing, and shipping freeing you to focus on marketing and product growth instead of taping boxes.
5. Keep Your Team Lean
Hire virtual assistants and freelancers before bringing on full-time staff. This flexibility keeps costs low and allows you to scale as your online fashion business grows.
6. Manage Finances From Day One
Set aside money weekly for taxes and GST. Use separate bank accounts for business, tax, and savings to avoid stress when quarterly bills arrive.
7. Invest in a Functional Website
Use a Shopify theme and a reliable freelance developer rather than an expensive agency. You can create a professional, high-performing online store for a fraction of the price.
8. Create Strong Branding Without Overspending
Good branding builds trust. Invest in a designer for your logo, colours, and fonts but keep it practical. You don’t need a $10,000 rebrand to start an online fashion business that looks polished and professional.
9. Master Your Marketing Message
You can have the best products, but without clear messaging, sales will suffer. Understand your customer’s needs and speak directly to them in your copy and visuals.
10. Simplify Photo Shoots
Skip the expensive studios. Use natural light, hire local photographers, and let models do their own hair and makeup. Authentic lifestyle photos resonate more with online shoppers anyway.
11. Focus on Two Social Media Channels
Don’t spread yourself too thin. Choose the two platforms where your audience hangs out most typically Instagram and Facebook and master them before expanding elsewhere.
12. Learn to Run Facebook Ads
Learn how to run Facebook ads yourself before outsourcing. They’re one of the most powerful tools for driving traffic and sales in an online fashion business, and understanding how they work will save you thousands.
13. Build an Email List Before Launch
Start collecting emails before your store goes live. Offer a discount or freebie to early subscribers this gives you a ready-made audience to launch to.
14. Set Up Email Automations
Use automated email flows like welcome sequences and abandoned cart emails. These systems nurture your audience and recover lost sales automatically.
15. Keep Packaging Simple
Avoid costly branded boxes and packaging. Use eco-friendly, minimal designs and include a personal thank-you card it’s thoughtful, affordable, and memorable.
16. Work With a Business Coach
A business coach who understands fashion eCommerce can help you avoid common mistakes. Having someone guide your strategy early can make all the difference in building a sustainable online fashion business.
17. Deliver Exceptional Customer Service
Customer service can make or break your brand. Communicate clearly about delays, respond promptly, and always go the extra mile happy customers become loyal customers.
18. Set Work Boundaries
Treat your online fashion business like a job. Work structured hours, avoid burnout, and take regular breaks. You started your business for freedom protect it.
19. Plan for Product Development
Always budget for future product development and reorders. Keeping fresh stock and new designs ready ensures consistent growth and customer excitement.
20. Pay Yourself Early
Even if it’s a small amount, pay yourself from the start. It’s motivating and helps you view your business as a sustainable career, not just a passion project.
21. Choose the Right Business Structure
Consult with your accountant to set up the right structure sole trader or company. Protecting your assets and planning for growth is vital as your business scales.
22. Work With an Accountant Who Understands eCommerce
A great accountant who specialises in online fashion businesses can help with budgeting, tax planning, and growth strategies not just compliance.
23. Manage Your Inventory Smartly
Use inventory software to track your stock. Avoid overordering, which ties up cash, or underordering, which leads to lost sales.
24. Build Strong Supplier Relationships
Treat suppliers as partners. Maintaining good communication ensures faster turnaround times, better pricing, and consistent quality.
25. Stay Current With Industry Trends
Fashion changes fast. Keep an eye on seasonal trends, sustainability shifts, and evolving customer behaviour. A thriving online fashion business adapts quickly and stays ahead of the curve.
Final Thoughts when starting an online fashion business
Starting an online fashion business today is exciting but it requires strategy, structure, and a clear plan. By applying these 25 lessons, you can avoid costly mistakes, scale faster, and build a fashion brand that truly lasts.
If you’re ready to take your fashion dream from idea to income, start implementing these steps now and watch your online fashion business grow.
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