Disrupting Giants: How Niche Online Stores Are Gaining Ground in Retail

If we look at the world of e-commerce, it’s clear to see that giants like Amazon and eBay are running the scene. And this makes it a lot tougher for smaller, independent businesses to compete. The same is true of all industries – independent casino sites trying to compete with big-names like William Hill, and local food shops trying to compete with names like Tesco and Morrisons.

With so many people that just go with the names they know and trust, it begs the question, “Can small, independent businesses actually succeed”? 

Well, the answer is yes – but it’s not easy. It needs strategic planning, being able to adapt – and coming up with USPs and unique strengths. 

So, let’s take a look at how small businesses can not only survive but thrive in the shadow of those “big boys” and even get a solid and loyal customer base.

Understanding the Competition

Big companies have the advantage. They operate on a massive scale, with huge marketing budgets, and a whole logistical network. They can offer lower prices, next-day delivery, and an inventory of goods that’s difficult to match – and it can feel overwhelming and even impossible for smaller businesses. 

However, it’s these very things that can make these same businesses seem impersonal and even uncaring… so smaller competitors can add a more personal touch – and have their own, niche area of expertise.

The Secrets of Success

So, let’s take a look at how they can succeed – and use their size to their advantage.

Specialisation

Small businesses should focus on a specific market that they are experts in… being a master of one trade rather than a jack of all trades. So, for example, if you offer vintage clothing for a specific area, you’ll attract a specific audience and, if you’re good enough, enjoy customer loyalty.

Excellent Customer Service

We’ve all experienced horrendous customer service from bigger businesses. Whether it’s being diverted to a call centre that can only work from scripts, or only having access to an AI bot that can’t really help – or being told that we’re 233rd in the queue, but our custom is important to them.

If you can offer personal, quick and professional customer service, people will want to go back to you rather than those lesser-helpful big boys.

Be Authentic – Have a Story

People like dealing with companies that are real, authentic and that they can identify with. Who wants to feed their dog regular chemically enhanced food that’s mass produced by a company that cares nothing for animals, rather than something freshly made and good for them created by animal lovers? Most people will pay more to know that their dog has got the best. 

Now How to Use Digital Marketing

Being good with digital marketing can level the playing field a bit. Even smaller, independent businesses can use things like SEO, Social Media and email campaigns. Getting familiar with platforms like TikTok and Instagram can be a great way to reach your audience.

Move Quickly

Independent businesses are smaller… and can make changes even more quickly, adapting to the market as and when needed. Use your size and adaptability to your advantage. Smaller can have its advantages!

Build a Community

Independent businesses are also great for building a community. You can create your own social media groups, host virtual events, create newsletters and chat with your customers. You can actually build a rapport with customers and those who have similar interests to you.

Understanding The Challenges

That’s not to say there won’t be plenty of challenges to overcome.

Speed of Delivery

Companies like Amazon, etc, can offer next-day delivery, for free. If you find a delivery company or logistics provider you can partner with, that will help somewhat. And provide delivery updates!

Price Matching

Because big companies wield a lot of power and buy in bulk, they can usually offer cheaper prices. If you can’t compete, emphasise where you can offer value – i.e. customer support or quality.

Less Money

As a smaller business, it’s all about prioritising your spending. Be strategic in investments and the technologies you use.

So, to answer the question ‘can an independent business survive in today’s world?’ Then the answer is yes. With care, strategy – and knowing how to make you and your product stand out from the crowd, your small company can not only survive… but thrive!