“It was really quick for us. Creating an Instagram account and putting the idea out there was a massive first step but as soon as we shared product pictures, we began quickly gaining followers and had people messaging us wanting to buy the candles, all before we'd even launched,” founder Ailidh says6.
Using Instagram (or indeed any of the leading social media platforms) to launch your e-commerce brand means you don’t need a business degree or lots of money to get started – simply a great idea and a Wi-Fi connection. “Instagram is hugely powerful. You have free access to a wealth of information, facts, mentors, insights and audiences all from the comfort of your sofa,” Ailidh explains.
Elsewhere, the rapid growth of the direct-to-consumer subscription-box market has given rise to countless new businesses over the last year. Broadly speaking, the subscription economy is split into two categories: replenishment services – saving the consumer the trouble of remembering to buy something they continuously need; or curation services – acting as a surprise gift to themselves in the mail, offering an additional yet affordable luxury.
The subscription economy is thriving right now, but before you race for a slice of the pie, beware some of the pitfalls. Many businesses entice users through discount deals or trial periods, but this acquisition strategy often fails to follow up afterwards, leading one third of subscribers to cancel when their three-month trial is over6. Make sure that doesn’t happen to your business with our guide to subscription marketing.
Student Caroline Haegman was inspired to start her subscription-box business when her university course was put on hold during lockdown. Spending so much time indoors with her partner made her realize how much they both craved the romance of their pre-pandemic life. So, she set up Box427, which delivers “the full date night experience at home.” For a monthly fee, customers receive a box containing activities, curated playlists, snacks and “mood setters” like candles. Box42 partners with other small, independent businesses to source the food and drinks.
"I started the company during lockdown because that's when I started really seeing a gap in the market," says Caroline8. "Previously, although I'd had different ideas, I'd never had enough time to commit to launching a business." Yet, the instant success of Box42 has made her gamble seem worth it.
So, are you feeling inspired to take the leap and turn your side hustle into an e-commerce player? Read on for all the tips to transform your hobby into a thriving business!