Quick answer
Your first 100 customers usually come from people who already know you, then from their recommendations. Start with friends, family and past customers, share on WhatsApp and local groups, post useful Instagram content, run one simple launch offer, ask every buyer for a review, and treat each early order as a chance to earn the next ten.
The first 100 customers for a new online store rarely come from ads. They come from people who already know you, then from the people those customers tell. Start with your own circle and past customers, share in WhatsApp and local community groups, post useful content on Instagram, run one clear launch offer, ask every buyer for a review, and make each early order memorable. Below is a six-week plan that needs time and effort more than money.
Before you start: is the store ready?
Do not invite people to a half-finished store. First impressions stick. Check that:
- your best 20 to 50 products are live with real photos, prices and sizes
- UPI, cards and, if you offer it, cash on delivery all work; place a test order
- shipping, returns and contact pages are clear
- the store looks good on a phone
Our launch checklist covers the rest, and trust signals for a new store explains how to look genuine to strangers.
Week 1: How do I start with people I already know?
Your first ten to twenty customers are probably already in your phone.
- Personal messages, not a broadcast: "Hi Aunty, I have finally started my online saree store. Would love your feedback; here is the link." Personal messages get replies; forwards get ignored.
- Past offline customers: if you had a shop, stall or home business, tell your regulars they can now order online.
- Ask for honest feedback, not just orders. People are more willing to help than to buy, and many will buy anyway.
- Ask them to share with one or two people who might like it.
Treat these orders like gold: pack beautifully, add a handwritten note, and deliver fast.
Week 2: How do I use WhatsApp and local groups?
- Set your WhatsApp Business profile with your store link, hours and catalogue.
- Post your launch in your WhatsApp status for a week, a different product each day.
- Share in residential society, school parent, alumni and community groups only where selling is allowed, and only once with a clear, friendly message.
- Offer something useful to the group, such as free delivery within your area.
Read WhatsApp broadcasts and channels for doing this without annoying people.
Week 3: How should I use Instagram when I have few followers?
Do not worry about follower counts yet. Focus on content that people want to share:
- short Reels showing the product in use, the making, or packing an order
- before-and-after, styling ideas, or "three ways to use this"
- your story as the founder
- local hashtags and location tags, so nearby people find you
Reply to every comment and DM within hours, and end with a product link. See Instagram Reels for product sellers.
Week 4: What launch offer should I run?
One simple, time-limited offer gives people a reason to try you now:
- free delivery on the first order
- a launch coupon, for example 10% off for the first two weeks, with a cap
- a free gift above a certain order value
- a sign-up popup with a welcome coupon, which also builds your email list
Avoid deep discounts that attract bargain hunters who never return, and check your margin first with the free discount calculator. UpMinutes supports coupons with start and expiry dates, maximum uses and minimum order values, plus free gifts and a sign-up popup with an optional coupon.
Week 5: How do I get reviews and referrals?
Once your first customers have received their orders, ask for reviews. UpMinutes sends a review request email after delivery, and you can follow up personally on WhatsApp. Reviews with verified-buyer marks help every future shopper decide.
Ask happy customers to share, too. A simple "If you liked it, please tell a friend; here is a coupon for both of you" works better than any ad. Share customer photos, with permission, on your Instagram.
Week 6: How do I get found on Google?
Search takes time, so start early:
- set up a Google Business Profile if you have a physical location or serve a local area
- write product titles the way people search, such as "handloom cotton saree, mustard"
- list your products for free on Google Shopping through Merchant Center; UpMinutes creates the product feed
- write one helpful blog post for a question your customers ask
Our SEO plan for the first 90 days goes step by step.
How do I make each early customer count?
With few customers, each one matters more. Small touches turn them into fans:
- Thank them personally on WhatsApp after they order.
- Keep them updated: shipped, out for delivery, delivered. UpMinutes sends order updates by email and WhatsApp.
- Include a note and, if you can afford it, a small surprise.
- Fix problems generously. A wrong size exchanged quickly and kindly often earns a better review than a perfect order.
- Invite them back with a thank-you coupon for their next order, and a newsletter with new arrivals.
What are the common mistakes in the first months?
- Waiting for perfect. Launch with your best products and improve as you go; customers' questions will tell you what to fix.
- Spreading too thin. Trying every channel at once means doing none of them well. Pick two to focus on each week.
- Selling to everyone. A clear description of who your products are for makes your messages sharper.
- Ignoring repeat buyers. Customer number 40 ordering again is worth as much as a new one, and costs far less to win.
- Not tracking. Without knowing where orders came from, you cannot repeat what worked.
What if my customers are businesses or abroad?
The same principle applies: start with people who already know you. For wholesale or B2B buyers, message past clients and contacts directly and send them your catalogue link; GST invoices with your GSTIN and HSN codes are created for every order. For buyers abroad, start with relatives, friends and their networks overseas, and set up delivery zones for the countries you will serve. Visitors abroad see guide prices in up to 12 currencies, while orders are charged in rupees. Our guide to shipping abroad from India covers the details.
A simple tracker for your first 100
| Source | Customers | Notes |
|---|---|---|
| Friends, family and past customers | ||
| WhatsApp status and groups | ||
| Referrals from customers | ||
| Other |
Your store analytics show where visitors come from; asking "How did you hear about us?" in your thank-you message fills the gaps. After 100 customers you will know which two channels to double down on.
When should I start paid ads?
Usually after you have some reviews, a few repeat customers and a sense of which products sell. Ads then send people to a store that is ready to convert them. Start small, test one product, and measure orders, not likes. Our guide to Meta ads on a small budget explains how.
Frequently asked questions
How long does it take to get the first 100 customers?
It varies widely with your product, price and how much time you put into outreach. Many small stores take a few months; personal outreach and referrals speed it up.
Should I give big discounts to get my first customers?
Usually not. A small, time-limited launch offer is enough; deep discounts attract bargain hunters who rarely come back and hurt your margins.
Is it okay to post my store in WhatsApp groups?
Only in groups that allow it, and only occasionally with a friendly, useful message. Spamming groups damages your reputation.
