What do the most successful online stores have in common? Email is one of their top revenue channels.

Every sale in your store typically goes through your product pages, making their optimization essential. If your product pages aren’t performing well, your sales are suffering. After reviewing over 100 dropshipping stores partnered with Hertwill, we’ve identified common issues and simple fixes to improve your product pages and, ultimately, your store’s performance.

What started as a quick list of tips has evolved into a comprehensive set of 55 ideas. It’s longer than expected, but this gives you the flexibility to pick and choose what works best for you.

And yes, it’s the most thorough list of its kind you’ll find anywhere.

In 2023, our own test store for Hertwill, Saapavabrik (Boots Factory in Estonian), a shoe store focused on boots, slippers, sandals, and kids’ shoes for the small Estonian market, achieved over €305K in sales. In this guide, I’ll share how we got this far. It’s important to note that we reached this figure solely through sales from our own store—we don’t sell on eBay, Amazon, or any other platforms. Every market is different, and a bit of luck is always involved, but if you’re building your own online business, you’ll find some practical advice here to help your store get off the ground and grow.

When dropshippers start their own store, they’ve often learned from YouTube dropshipping gurus that a wide product selection is the key to success. So, they turn to Spocket, Dsers, or other traditional dropshipping platforms and flood their store with hundreds—sometimes thousands—of random, mediocre products.

Google Ads often represents the largest source of revenue for small online stores. Take our shoe store, Saapavabrik, which serves as a testing ground for Hertwill, as an example: in 2023, we generated €133,294 in sales solely through Google Ads, achieving a return on investment of €10 for every €1 spent. Some stores we partner with are even realizing returns of €15-€23 per every euro spent.

Facebook ads are a key driver of sales for many online stores. In fact, some Hertwill dropshipping stores are pulling in over €100,000 annually just from Facebook ads. Inspired by this success, we created a guide specifically for small online store owners to help them run thriving Facebook ad campaigns 💡

People love sales, and if executed properly, they can be a powerful tool. Most online stores have run sales campaigns, but it’s rare to see them done right, often not achieving the results they could. The goal of a sale might be to generate more revenue, increase profit, or just to get the first orders in. For a new online store, the objective of discounts might just be to get those first orders—to give visitors an extra nudge to make a purchase. In this case, it might make sense not to profit from the sale. But, if you’re going after profit, ensure your prices are set so you can afford the discount. So, here’s what to keep in mind when running a regular sales campaign in your store:

The data says that startups without their own merch fail 100% of the time*

Katarina has partnered with Hertwill to launch a new online store for men’s gifts in Estonia.

When starting an online store, a crucial question to consider is the choice of niche. Selecting the right niche is one of the most significant decisions on your journey towards a profitable business. It involves finding the perfect balance between meeting customer needs, outperforming the competition, and aligning with your interests. In this article, I’ll share some key points to remember that can guide you in making this decision.

Saapavabrik (translated from Estonian as "Boots Factory") is the first online store selling products provided by Hertwill.

There’s a running joke in the business world: “How do you know an industry is in trouble? When many start teaching others how to do it rather than doing it themselves.” Well, this is exactly what’s been happening with dropshipping.

We’re elated to talk about our collaboration with the immensely talented Estonian designer Gerda Retter. This collaboration brings her ravishing array of bags and accessories to your digital storefronts through our trusted platform, Hertwill.

When it comes to dropshipping and running an online store, much focus is on SEO, paid ads, and visuals, but the messaging behind these elements is just as important. Quality copy can boost click-through rates and sales conversions. While many merchants create appealing stores with great products, their messaging often falls short, which can hurt sales. If you’re selling great products, your messaging should reflect their quality. And most importantly, don’t be afraid to be different in your messaging. Here are some thoughts to help grow your online business:

Finding a hero image for you online store might be challenging. Here are some tips how to choose a top-performing hero image.

Welcome to our brand-new series where we demystify the Hertwill portfolio, giving store owners the inside scoop on which brands to feature and how to sell ’em. First up: Samelin.

We’ve spent countless hours compiling the ultimate checklist for building a successful online store, and we believe it’s the best checklist of its kind you’ll find anywhere.

Drawing from years of ecommerce experience—whether building our own stores, advising online businesses, or leading ecommerce units in major retail companies—we’ve also included insights from the most successful dropshipping stores partnering with Hertwill. So whether you’re just starting your ecommerce journey or you’re a seasoned pro, you’ll find valuable insights in this list.

Hertwill’s 5-star rated plugin lets you quickly add high-quality dropshipping products from real brands to your WooCommerce store. Start for free, no credit card required.

Hertwill’s Shopify app, rated 4.9 out of 5, allows you to quickly add high-quality dropshipping products from selected European brands to your store. Get started for free in under 5 minutes, no credit card required.

11 things every online merchant must know before launching their store – essential reading for every dropshipping entrepreneur.