How to Get Your First 100 E-Commerce Customers: A Complete Guide for New Brands
Getting the first 100 customers is the hardest and most important milestone for any new e-commerce brand. These first customers validate your idea, test your product, and build the foundation for long-term growth. Many startups focus on paid ads right away, but the reality is that your first 100 sales often come from smart, strategic, low-cost actions—not from big budgets.
In this comprehensive guide, we break down the practical, actionable steps that help new e-commerce businesses attract their first customers quickly, affordably, and sustainably.
Why the First 100 Customers Matter
Your first 100 customers play a strategic role in shaping your business. They provide:
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Real feedback that improves product quality
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Social proof through reviews and testimonials
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Early referrals that help create organic growth
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Insight into customer behavior before scaling ads
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Brand trust signals that attract new buyers
Reaching this number means your product has real demand—and your brand has a foundation to build on.
Step 1: Start with a Warm Audience (Your Existing Network)
Most founders underestimate the power of their personal network. Your first customers often come from people who already trust you.
What to do:
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Announce your store launch on LinkedIn, Instagram, and Facebook
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Send personalized messages to friends and colleagues
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Offer an exclusive “first-buyer discount”
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Ask close contacts to share the launch with their networks
This is the fastest way to generate early traction.
Step 2: Build a Strong Landing Page with Clear Value
Your website should instantly answer three questions:
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What do you sell?
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Why is it better or different?
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Why should I trust you (as a new brand)?
Optimizations that improve conversions:
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High-quality product images
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Simple product descriptions
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A clean, mobile-friendly layout
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Trust badges (secure checkout, free returns, warranties)
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A visible shipping and return policy
A well-optimized landing page alone can turn first-time visitors into your first paying customers.
Step 3: Leverage Social Proof Before You Have It
Even if your store is new, you can display trust indicators that reduce hesitation.
Ways to create early trust:
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Collect a few reviews from testers and early users
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Add “As seen on…” if you have any mentions or small publications
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Share behind-the-scenes content to show authenticity
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Use user-generated content (UGC) from beta testers
People buy from brands that look stable—even if they’re new.
Step 4: Use Micro-Influencers (the Smart, Affordable Strategy)
Instead of paying big influencers, focus on creators with:
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1k–20k followers
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Highly engaged audiences
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A niche that matches your product
Approach that works best:
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Offer the product for free in exchange for content
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Ask for a review + product photo
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Use their content on your website as proof
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Let them share a discount code
Micro-influencers deliver higher trust—and often better conversions—than bigger accounts.
Step 5: Join Relevant Groups and Communities
Your first 100 customers often come from online communities where your target audience already exists.
Where to look:
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Facebook groups
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Reddit subforums
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WhatsApp and Telegram communities
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Niche forums
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Local groups related to your product
Important:
This method is powerful because it brings customers who are already interested in your niche.
Step 6: Offer a Launch Promotion
A limited-time launch offer creates urgency and encourages early buyers.
Examples:
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“First 50 customers get 20% off”
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“Buy 1 get 1 free during launch week”
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“Exclusive early access bundle”
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“Free gift for first-time buyers”
People love being part of an exclusive early group.
Step 7: Use SEO for Early Organic Traffic
Many new e-commerce brands ignore SEO, but ranking for even 1–2 long-tail keywords can bring daily traffic.
SEO strategies that work fast:
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Write blog posts targeting low-competition keywords
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Add descriptive alt text to product images
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Optimize product descriptions with SEO keywords
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Create an FAQ section that answers customer questions
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Improve website loading speed
SEO is slow but provides long-term, free customer acquisition.
Step 8: Email Marketing to Capture Returning Visitors
Most people don’t buy on their first visit. That’s why email is critical.
Add these elements:
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Pop-up with a discount
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Exit-intent email collector
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Welcome email series
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Product recommendation email
By engaging visitors after they leave your site, you can convert more of them into your initial customer base.
Step 9: Use Local Exposure (If Applicable)
If your brand has any local angle:
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Attend local events or markets
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Hand out flyers with discount codes
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Collaborate with local shops or cafés
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Offer local delivery to build trust
People love supporting local businesses.
Step 10: Retarget Visitors (Low-Cost Ads)
Once you’ve gained first website visitors, use small-budget ads to retarget them.
Run retargeting ads on:
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Facebook
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Instagram
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TikTok
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Google
A retargeting budget of $3–$5/day is enough for your first 100 customers.
Step 11: Ask Every Customer for a Review
Each customer you gain should help you attract the next ones.
Automate review requests:
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Email after 7 days
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Incentives like “10% off your next purchase”
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Display reviews on product pages
Reviews are the engine of early conversion.
Step 12: Turn Customers Into Repeat Buyers Early
Your first 100 customers can become your first 300—if you treat them well.
How to keep them:
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Personalized thank-you notes
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Loyalty discounts
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Early access to new products
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Special VIP offers
Customer loyalty is cheaper than acquisition.
Getting your first 100 e-commerce customers is a challenge—but also the most exciting phase of your business journey. You don’t need huge budgets, complicated ads, or large teams. What you need is:
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Consistency
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Understanding your audience
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Building trust
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Staying visible online
By applying the strategies in this guide, your first 100 customers will come faster than you expect—and they will create the foundation of a growing, sustainable brand.
