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More than a trend, starting an online business has become a modern necessity. It is a way to rethink your business model, reinvent yourself, and stand out from the competition.

“The best way to predict the future is to create it.” — Peter Drucker

Over the last few years, the number of companies operating online — from startups to established brands — has grown exponentially. However, the real turning point came with the pandemic, which dramatically changed consumer behaviour and accelerated digital adoption and online shopping habits.

In this article, we explain the key concepts you need to understand before launching an online business.

Table of Contents

1. What is e-commerce?

2. How can I start an online business?

3. Can I target a specific type of customer?

4. Types of e-commerce: what digital business models exist?

5. What advantages can I get from e-commerce?

1. What is e-commerce?

E-commerce, or electronic commerce, refers to all commercial or financial transactions carried out over the internet.

This concept does not apply only to large digital players such as Amazon or eBay. Increasingly, small and medium-sized businesses realise that, although physical sales remain important, they can be significantly strengthened through a strategic online presence.

One of the most attractive aspects of e-commerce is the ability to analyse performance through metrics and data, allowing businesses to adjust strategies and improve results continuously.

2. How can I start an online business?

There are essentially two main approaches, which can — and should — complement each other.

Selling through marketplaces (such as Amazon)

This option can be attractive because it:

• provides ready-to-use technology and infrastructure;

• gives access to a large existing customer base;

• enables faster sales generation.

However, this approach is usually more suitable for established brands aiming for large-scale or international exposure.

It is important to consider that these platforms:

• control strategic decisions related to product sales;

• charge commissions on every transaction;

• own the customer database.

Creating your own online store

Building your own e-commerce website allows you to:

• maintain full control of your brand;

• develop a direct relationship with customers;

• create and own your customer database.

Although this option requires an initial investment in technology, design and digital marketing, it provides greater autonomy and long-term sustainability.

When your website is properly optimised for SEO, it can significantly increase visibility on search engines and generate qualified organic traffic.

3. Can I target a specific type of customer?

Just like in face-to-face sales, the most successful online businesses focus on building strong relationships with their customers.

The first step is identifying your target customer or buyer persona. By clearly defining your mission, positioning and values, you communicate your brand identity and attract consumers who share the same mindset.

Today, customers do not buy products alone — they buy experiences.

A strong digital experience, clear communication and consistent branding help create emotional connections, which play a key role in purchasing decisions.

4. Types of e-commerce: what digital business models exist?

Digital businesses can generally be divided into four main models:

• Business to Business (B2B)
  Transactions between companies, often involving resale or wholesale.

• Business to Consumer (B2C)
  The most common model, where businesses sell directly to end consumers.

• Consumer to Consumer (C2C)
  Transactions between individuals through platforms such as online marketplaces and social networks.

• Consumer to Business (C2B)
  A more modern model where consumers create value that businesses consume — such as ideas, content, services or feedback.

5. What advantages can I get from e-commerce?

E-commerce offers numerous advantages, particularly for small and medium-sized businesses:

✔ Scalability

Your business can grow without the physical limitations of a retail space.

✔ Convenience

Customers can browse, purchase and pay at any time, from anywhere.

✔ Security

Multiple payment options increase consumer confidence.

✔ Global reach

Geographical barriers are removed, allowing international expansion.

✔ Measurable data

You can track customer behaviour, performance and satisfaction.

✔ Competitive advantage

E-commerce allows continuous monitoring of competitors and market trends.

Final thoughts

The growth of e-commerce is an irreversible trend. Success depends on your ability to create simple, intuitive and customer-focused digital experiences.

In markets like Portugal, there is still enormous potential for online growth — especially for brands willing to invest in usability, optimisation and strategy.

At Link37, we help companies design, launch and scale their online businesses strategically.

👉 Get in touch with us and discover how we can help you grow online.