Starting a business online is exciting — but it can also feel overwhelming. When we first took Mon Bijoux from a kitchen-table idea to an online shop, we made our fair share of mistakes. Over time, we’ve also helped other small business owners — like our friends at Peacock Paper and Love Lori Michelle — bring their existing businesses onto platforms like Etsy. And whether it’s jewellery or stationery, we’ve noticed the same challenges come up again and again.
Here are the five biggest mistakes small businesses make when moving online — and how to avoid them.
1. Waiting Too Long to Start
We set up our first website on WordPress in 2009 but barely touched it. It wasn’t until a fellow maker told us how well they were doing on Etsy that we realised the power of online marketplaces. Launching there gave us momentum and confidence.
👉 Lesson: Don’t wait until everything is “perfect.” Start small and refine as you go.
2. Thinking a Website Alone Will Bring Sales
We launched our very first website on WordPress back in 2009, but we didn’t really do much with it — and unsurprisingly, nothing happened. The breakthrough came when we opened our Etsy shop, which already had a captive audience searching for handmade and personalised gifts. Suddenly, people were finding our jewellery.
Once we had traction on Etsy and understood what customers wanted, we went back and rebuilt our own website on Shopify. Shopify gave us the freedom to manage and update everything ourselves, instead of relying on a developer. From there, we shifted focus to driving traffic directly to our own site.
👉 Lesson: A website is powerful, but it doesn’t automatically bring sales. Start on a marketplace with built-in traffic, then grow into your own site when you’re ready.
3. Using the Wrong Images for the Wrong Platform
The right image can make all the difference online.
In the beginning, we thought professional cameras were essential. In reality, a good iPhone and natural light were more than enough. What mattered most wasn’t the gear, but choosing the right first image for the platform. On Etsy, for example, a clean product shot against white stands out. On Shopify, lifestyle images often connect better.
👉 Lesson: Don’t overcomplicate photography. Focus on clear, bright images, and adapt your lead photo to fit how each marketplace displays products.
4. Ignoring SEO
The right keywords help your customers find you.
At first, we listed items as just “bracelet” or “necklace” — but no one could find us. When we updated titles to include keywords like personalised sterling silver bangle, traffic started to grow.
👉 Lesson: Learn basic SEO early. It’s the most cost-effective marketing tool you’ll ever use.
5. Forgetting the Customer Experience
Your packaging is part of the story customers remember.
It’s not just about the sale — it’s about how you make people feel. We still hand-write notes, use sustainable packaging, and include a polishing cloth with every order. You can also read our jewellery care guide to see how we help customers keep their pieces shining.
👉 Lesson: Thoughtful details build loyalty. A little effort goes a long way online.
Final Thoughts
Every small business will make mistakes — we certainly did! The good news is that each one taught us how to grow stronger. If you’re launching online, keep it simple, focus on storytelling, learn SEO, and tailor your product images to the platform. Most importantly, never lose sight of the customer experience.
We’ll keep sharing more lessons here on The Small Business Growth Blog — so whether you’re selling jewellery, stationery, or something else entirely, we hope our journey inspires yours.
About Mon Bijoux
Mon Bijoux is a London-based, family-run jewellery brand founded by husband-and-wife team Jamie and Jason Myers. Inspired by our travels, we specialise in handmade sterling silver and gold vermeil lockets and bangles, each hallmarked in London and beautifully packaged in eco-friendly boxes with a personal touch.