After the launch
How to boost sales after the launchPublished 2026-09-13Reading time: 6–8 minContents
Introduction1. Build visibility2. Different channels for visibility3. Choose the right channel4. Attract the first visitors5. Build brand awareness6. Improve the shopping experience7. Measure and learn8. Build repeat salesFrequently asked questionsLaunching an online store is an important milestone, but it is only after the launch that you begin to see how the business works in practice. Now it is about finding the right visitors, making it easy to shop, and using the lessons from every customer interaction to improve the store. In this guide, we go through what you can focus on after the store has gone live, from the first visits to repeat sales.
1. Start by building visibility
A completed store does not automatically generate traffic. Start by deciding who you want to reach, what problem you solve, and why customers should choose you. Then select channels where your target audience is already searching, looking for inspiration, or making decisions.
A good place to start is to write down:
- your most important target audience and their needs
- three to five keywords or questions the customer uses
- the offer or message you want to be remembered for
- one channel you can work with every week for at least three months
It is better to choose a clear direction than to spread your time and budget everywhere.
2. Which channels can you use to gain visibility?
There are several ways to build visibility. Here, we explain what each channel is and why it can be important for an e-commerce business.
Search engine optimization, or SEO, is about making the store's pages clear to search engines. When product, category, and guide pages answer questions that people are actually searching for, it becomes easier for new customers to find you. SEO takes time, but it can build stable traffic over time without requiring you to pay for every click.
With Google Ads and Shopping ads, you can gain visibility more quickly when someone is already searching for a product or solution. Shopping ads often display the product image, price, and store directly in the search results. This makes the channel useful when you want to capture existing demand. Consider starting with a smaller selection of products and tracking the cost per purchase, not just the number of clicks.
Social media gives you the opportunity to show products in use, answer questions, and build relationships with people before they are ready to buy. Platforms such as Instagram, Facebook, TikTok, and LinkedIn work in different ways, so it is better to choose one or two where your target audience is already active than to try to be everywhere. The content does not always need to sell. Inspiration, tips, and behind-the-scenes insights into the company can also build recognition.
Email and newsletters are a direct channel to people who have already chosen to hear from you. By sending product news, guides, inspiration, and relevant offers, you can reconnect with the target audience without buying new traffic every time. This makes email particularly valuable both during launches and when you want to generate repeat sales.
Collaborations with creators, companies, and communities can help you build trust more quickly. They give you the opportunity to reach people through someone they already know and trust. Choose collaborations based on relevance and credibility, not just follower count. A smaller account with an engaged niche audience can deliver better results than a large channel with a weak connection to the product. Also decide in advance how you will track visits, discount codes, or sales.
PR, editorial content, and events can give the brand greater credibility and help you reach people who are not yet familiar with the company. This can include articles, interviews, podcasts, local media, trade media, or gatherings where the target audience already comes together. A clear story, a piece of news, or specific expertise makes it easier for others to want to tell your story.
3. Which channel is best for you?
No channel is automatically the best. The best first channel is one where your target audience already spends time, where you can create good content regularly, and where you can see whether your efforts lead to visits and sales.
Choose a channel by asking:
- Is the customer actively searching? Start with SEO or Google Ads. This allows you to capture demand that already exists.
- Does the customer first need to understand and be inspired? Start with social media, creators, or content that demonstrates use and results.
- Do you already have a relationship? Start with email, previous customers, a community, or collaborations.
Choose one primary channel and one supporting channel. Test them for 30 days and track the number of visits, the quality of the visits, and sales. Add more channels only once you know what you want to achieve and how the results will be measured.
4. How to attract your first visitors
Your first traffic may come from people who already know you. Create a simple launch list of previous customers, email contacts, friends, partners, and relevant networks.
A practical first week could look like this:
- Send a personal launch email to relevant contacts.
- Publish three posts from different angles: the problem you solve, the product in use, and why you started the business.
- Ask five people to test the site and explain what is unclear.
- Contact a relevant partner or creator with a specific proposal.
- Follow up on all visits and questions. Use what you learn in your next post and campaign.
Make it easy to share the right page. Link directly to a relevant product, category, or guide rather than always linking to the homepage.
5. How to build brand awareness
Brand awareness is built when people encounter the same clear idea, style, and promise multiple times. The goal is not for everyone to buy immediately, but for the right people to remember you when the need arises.
Build recognition by:
- using the same tone of voice, colors, and visual style across all channels
- repeating a clear customer promise in the store, ads, and social media
- showing the people, expertise, or story behind the company
- publishing useful advice, comparisons, and inspiration even when you are not selling
- collecting reviews and customer stories that show others trust you
A simple rule is that every post should do at least one of three things: help, inspire, or prove. Over time, this builds both trust and demand.
6. Improve the shopping experience
Once the first visitors find their way to the store, you can begin to see where customers get stuck. Test the purchase journey yourself on mobile and desktop, from the first product visit to the order confirmation.
Pay particular attention to:
- whether product images and descriptions answer the customer's questions
- whether prices, delivery times, and shipping costs are clear
- whether the checkout works without unnecessary steps
- whether the order confirmation and other customer information feel well thought out
Consider asking someone who is unfamiliar with the store to test a purchase and explain what feels unclear.
7. Measure and learn from the results
You do not need to track everything from day one. Start with a few metrics that help you understand what is happening in the store and compare progress over time.
For example, track:
- the number of visits and where the traffic comes from
- conversion rate and abandoned purchases
- average order value
- which products attract attention and sell
- how many customers return
If you see many visits but few purchases, you usually need to examine the offer and the shopping experience. If visits are low, you need to start with visibility and traffic.
8. Build repeat sales
The first order is the beginning of the customer relationship. Make it easy for customers to return by delivering a good experience and continuing to be relevant after the purchase.
For example, you can:
- send clear information before and after delivery
- ask for reviews and feedback
- build a relevant email list
- show related products and complementary purchases
- create offers that feel valuable, not merely discounted
Work on building trust over the long term. Returning customers often become an important part of a stable e-commerce business.
Frequently asked questions after the launch
How long do I need to wait for results?
It depends on the channel, target audience, and offer. Give each change enough time to provide useful signals, but monitor progress regularly.
What should I do if I do not get any purchases?
Go back to basics. Check that the right people are finding the store, that the offer is clear, and that the purchase journey works on mobile.
When is it time to scale up?
Once you know which channels and products work, you can increase your efforts gradually and continue measuring profitability.