Embracing the Online Shift
How the Pandemic Reshaped My Business
The pandemic was a turning point for countless small businesses, mine included. For over 20 years, I operated a cozy brick-and-mortar store where I sold handmade self-care products, candles, curated gift sets, vintage painted furniture, housewares, custom lampshades and pillows and so much more.
It was a place I had poured my heart into, building relationships with customers and creating a space where people could experience my products firsthand. But when the world came to a halt, so did my store. Forced closures and the uncertainty of the pandemic left me no choice but to shut down my physical location and rethink everything about how I ran my business.
At first, it felt like a devastating blow. My store had been my livelihood and my connection to the community. But as the weeks went by, I began to see the situation differently. Losing the storefront meant I had the time and energy to focus on something I had only dabbled in before: my online business. What began as a necessity quickly turned into an opportunity.
The positive side of closing my brick and mortar business
Without the daily demands of running a physical store, keeping large amounts of inventory, talking to every single customers that walked in, designing and creating products and trying to also take care of my growing family was a challenge that I welcomed and embraced for 20 plus years. Now I could finally dive into the digital side of my business. I dedicated myself to improving my website, creating email campaigns, and analyzing my online traffic.
I started to understand my audience in ways I never had before. Website analytics gave me insight into what customers wanted, how they found me, and what products resonated with them the most. Armed with this data, I began honing my product line, creating new offerings that aligned with what my customers were searching for.
The shift also gave me the freedom to prioritize production and research. In the past, my days were often consumed with tasks unrelated to product creation or business growth. I spent hours entertaining vendors or chatting with walk-ins who—despite their friendly demeanor—had no intention of making a purchase. Now, I can use that time to perfect recipes for my balms, test new candle scents, or experiment with packaging designs that enhance the unboxing experience for my customers. This focus has allowed me to elevate my products and bring fresh, innovative ideas to my brand.
Another unexpected benefit of this transition was the ability to grow an online community. Social media, email newsletters, and my website became my new storefront, open 24/7 to customers near and far. I started sharing behind-the-scenes looks at my production process, offering tips for self-care routines, and engaging with my audience in ways that built trust and loyalty. The connections I’ve made online have been just as meaningful as those I once made face-to-face, if not more so.
One of the most significant realizations I’ve had is how much consumer behavior has shifted. After 20 years in business, I’ve seen trends come and go, but the preference for online shopping is here to stay. People appreciate the convenience of browsing from home, avoiding the hassle of parking, and knowing exactly what they’ll receive. The days of wandering into a store only to leave empty-handed are fading, replaced by the efficiency and ease of online shopping.
Post Covid and my business now
Today, my business is thriving in ways I never imagined. The forced pivot to e-commerce was daunting at first, but it’s given me the chance to streamline operations and focus on what truly matters: creating exceptional products and delivering them to customers who love them. I’ve learned that change, while uncomfortable, often brings growth. Letting go of my brick-and-mortar store wasn’t the end of my journey; it was the beginning of a new chapter—one where I can run my business with purpose, passion, and the flexibility to meet my customers where they are: online.
