When I started my skincare company, StackedSkincare, finances were tight. I decided to self-fund my business entirely, which meant being intentional with every dollar. Along the way, I discovered strategies to stretch my budget without sacrificing growth. Here are the key lessons I learned that can help you build a successful e-commerce business—without breaking the bank.

Invest in SEO Early

Search Engine Optimization (SEO) is one of the most cost-effective ways to drive traffic to your website. When I started, I prioritized creating content that spoke directly to my target audience and aligned with their search habits.

Here’s what worked for me:

• Build a content library: Write blogs and product pages optimized for keywords your audience is searching for. This helps educate your customers while improving your search rankings.
• Partner for backlinks: Collaborate with influencers or digital publications to earn high-quality backlinks, which boost your site’s authority.
• Work with experts when ready: As your budget grows, consider hiring an SEO-specialized firm to take your strategy to the next level. For us, this led to doubling the number of front-page Google listings we have. 

Start Small with Digital Advertising

Digital ads can be a powerful driver of sales, but they don’t have to blow your budget. When I first started, I focused on low-cost testing strategies to find what worked.

Here’s how to get started:

• Focus on social media ads: Platforms like Instagram and Facebook offer affordable options for testing different audiences and creatives.
• Leverage retargeting: Retarget ads to people who’ve already visited your website. This keeps your brand top of mind and brings back potential customers who didn’t convert the first time.
• Set clear ROI goals: Know your target return before starting a campaign to ensure profitability.
• Test and adapt quickly: Pause underperforming ads, tweak your creative, or adjust your targeting to find what resonates.

Try a Consistent, Low-Frequency Email Strategy

When you’re just starting, consistency is more important than volume. Sending one email a week strikes the perfect balance—you won’t overwhelm your audience, but you’ll stay top of mind.

Key tips for email success:

• Focus on variety: Not every email has to promote a sale. Share blog content, product launches, or valuable tips to keep things interesting.
• Start with automation: Enable features like abandoned cart reminders or welcome sequences to generate revenue passively.
• Keep it personal: Our best-performing emails are simple text emails that look like they’re coming directly from me. This personal touch fosters trust and keeps our audience engaged.

As your business grows, you can scale up your email efforts, but the foundation of consistency and value should always remain.

Leverage Digital Press

PR doesn’t have to mean hiring an expensive firm. Building your press presence yourself is not only possible but can also lead to amazing results.

How to build press cred:

• Focus on digital publications: While print features are exciting, online articles drive traffic to your site.
• Pitch with value: Editors are always looking for great stories. Craft pitches that offer something unique or relevant to their audience.
• Start small: Build relationships with smaller blogs or niche publications before moving to bigger outlets.

For us, press coverage from high-traffic digital publications didn’t just boost SEO—it also drove sales and increased brand awareness.

Keep Your Website Simple

You don’t need a custom website to succeed. When I launched StackedSkincare, I used a template on Shopify, and it did everything I needed at a fraction of the cost.

Here’s how to keep it simple:

• Use a pre-built template with customization options.
• Add plugins and apps to enhance functionality without hiring a developer.
• Save the expensive, custom site for when your business is more established.

Starting lean gives you the flexibility to grow without overspending, and tools available today make DIY website design easier than ever.

The Bottom Line

Building an e-commerce business on a budget isn’t easy, but it’s possible. By focusing on strategies that drive results—like SEO, email marketing, and streamlined website design—you can maximize every dollar and set your business up for success.

Remember, small, intentional steps lead to big wins. Start where you are, use what you have, and keep building toward the business you envision.

Cheers
Kerry