You have a local business. People walk in, buy stuff, and leave. That model works. But it has a ceiling — you can only sell to people within driving distance during the hours you're open.
What if you could sell to people outside your area, outside your hours, without hiring anyone or renting more space?
That's not a hypothetical. Local businesses across Nashville and Middle Tennessee are adding $2,000-10,000+ per month in online revenue by selling their products or services through simple online channels. And most of them started with almost zero investment.
You're Probably Closer Than You Think
If you sell any of the following, you can sell online:
- Physical products (retail, specialty goods, local crafts, food products)
- Gift cards (every service business should sell these online)
- Consultations or appointments (paid booking)
- Digital products (guides, templates, courses, plans)
- Subscriptions (monthly boxes, memberships, retainers)
- Services with fixed pricing (packages, bundles, defined engagements)
You don't need to become Amazon. You need to put one thing online and see what happens.
The Low-Risk Starting Points
Option 1: Square Online (Free)
If you already use Square for point-of-sale, you have a free online store built in. Literally free. Add your products, turn it on, share the link. It syncs with your in-store inventory.
A boutique in downtown Franklin started selling their candles on Square Online as an afterthought. Within 6 months, online orders accounted for 22% of their candle sales — customers from across the country who'd bought one as a gift from a friend in Franklin and wanted more.
Option 2: Shopify ($39/month)
If you're serious about e-commerce as a channel, Shopify is the standard. It handles inventory, shipping, payments, and integrates with everything. Start with 10-20 products. See what sells. Expand from there.
Option 3: Sell on your existing website
If you have a Squarespace or WordPress site, both have built-in e-commerce features. You don't need a separate store — add a "Shop" page to your existing site. Keeps everything in one place.
Option 4: Gift cards only (simplest possible start)
If you're a service business, start here. Sell gift cards online through Square, your website, or even a simple payment link. A massage therapist, restaurant, barber, or gym can sell gift cards today with zero inventory risk.
Gift cards are pure profit until redeemed, and 10-20% are never redeemed at all. It's the lowest-risk entry point into online selling.
The Products That Sell Best Online for Local Businesses
Gift-able items. Things people buy for others. Your local product becomes a gift for someone's friend or family member who lives elsewhere. This is how local businesses break the geography barrier.
Consumables with repeat purchase. Coffee, hot sauce, candles, skincare, pet treats — anything people use up and reorder. Subscription potential is high.
Experience add-ons. A restaurant selling their signature sauce. A spa selling their skincare line. A gym selling branded gear. You already have the brand — extend it into products.
Local specialty items. Tennessee hot chicken seasoning. Local honey. Nashville-themed gifts. "Local" is a brand advantage online because it implies authenticity and uniqueness.
Service packages. A marketing agency selling a website audit. A consultant selling a strategy session. A trainer selling a custom workout plan. Productize your expertise.
The Shipping Question
Shipping scares local businesses away from e-commerce. It doesn't have to.
For small, light items: USPS First Class is $3-5. Ship in a padded mailer. Done.
For medium items: Use Pirate Ship (free tool that gives you discounted USPS/UPS rates). A typical box ships for $8-12.
Build shipping into the price. "Free shipping" converts better than showing a separate shipping charge. If your product is $25 and shipping is $5, sell it for $30 with free shipping. Same math, better psychology.
Offer local pickup. Many customers are still local. Let them order online and pick up in person. No shipping needed.
Start with flat-rate shipping. Don't overcomplicate it. $5 flat rate for everything. You'll lose a little on heavy items and gain on light ones. It balances out and keeps things simple.
Marketing Your Online Store
Don't build it and hope they come. Drive traffic:
Email your existing customers. "We're now shipping nationwide." "Order your favorites online." Your existing customer base is your first and best market.
Social media with direct links. Every product post should link to the purchase page. Not your homepage — the specific product.
Google Shopping. For physical products, Google Shopping ads put your products in front of people actively searching to buy. The ROI for product-specific searches is excellent.
Local SEO + online store. You rank for local searches. When people visit your site, they see your online store. Some of them buy. It's incremental revenue from traffic you're already getting.
The Mindset Shift
You're not becoming an e-commerce company. You're adding a revenue channel to your existing business. There's no risk if you start small:
- Pick one product or service to sell online
- Put it on one platform
- Tell your existing customers
- See what happens
- If it works, add more. If it doesn't, you spent $0-39/month learning.
The worst case is you learn. The best case is you add a meaningful revenue stream that grows while you sleep.
If you want help building an online sales channel into your existing business, let's figure out the right approach →.
Long Drive Marketing builds web solutions for businesses ready to sell online. [See our web technology services →](/web-technology)