Eric S. Youngstrom, CEO of Onramp Funds

Household and personal care brands have always faced tough competition. Big names dominate retail shelves. DTC upstarts have reshaped how products are packaged, marketed and delivered. And now, more than ever, the real battle is happening online.

For small and emerging brands, that shift can feel overwhelming. Selling through Instagram or relying on word-of-mouth might have worked in the beginning. But as consumers purchase more online, your brand needs a digital presence that feels seamless, trustworthy and built to grow with you.

Your Online Store Should Be Working as Hard as You Are

An eCommerce site isn’t just a digital version of your product catalog. Done right, it’s your most reliable sales rep — working around the clock, answering questions, closing sales and earning trust. Platforms like Shopify and Squarespace make it easy to build a clean, professional storefront without hiring an engineering team. With just your core products, clear benefits, and a simple checkout, you’re already making it easier for customers to say yes.

Even a modest online setup can make your brand more discoverable, especially when it’s tied to Google Shopping and optimized for search. That’s how today’s shoppers find you — on their phones, between tasks, looking for fast answers and friction-free buying experiences.

Let Automation Lighten the Load

As your business grows, doing everything manually becomes unsustainable. Answering DMs, tracking orders, restocking by hand — it all adds up. That’s where automation makes a real difference. With the right tools in place, your online store can send helpful follow-up emails, recover abandoned carts, notify customers when products are back in stock, and even handle subscriptions or repeat orders.

These aren’t just conveniences — they’re revenue-driving essentials that also free up your time. Less time spent reacting means more time focused on what really matters: brand, product, and growth.

Use Social Channels to Spark Curiosity, Not Close Sales

Social channels like Instagram and TikTok are valuable, but they should be pulling customers toward your store, not acting as your storefront. That means showing how your products fit into everyday life, not just sharing pretty packaging. A kitchen cleaner in action, a skincare routine featuring your moisturizer, or a customer review turned into a reel — these moments build connection. But the transaction itself should happen on your site.

When your content inspires and your site delivers, the whole experience feels thoughtful, not transactional. It builds brand equity while driving sales.

Transparency Isn’t Just Nice to Have — It’s a Competitive Advantage

In the household and personal care space, customers want to know what they’re buying, what’s in it, and where it came from. That’s not a hurdle — it’s a huge opportunity. Brands that lead with honesty and clarity create trust faster. Share your ingredient list. Explain your supply chain. Be upfront about your values and how your products are made.

Shoppers notice when you take the time to educate and inform them. Especially in categories where word-of-mouth and product loyalty matter, transparency isn’t a one-time tactic—it’s how trust is built over time.

Start Simple. Grow Intentionally

You don’t need to launch with a massive online store or a dozen marketing channels. Start with a small, focused set of products. Make sure your photos, pricing, and product pages reflect the quality and personality of your brand. Ensure checkout is fast and mobile-friendly. Then, build from there: adding features like reviews, subscriptions, or loyalty rewards when they serve your customer experience.

The brands that win in this space aren’t the ones shouting the loudest. They’re the ones delivering a clean, consistent experience that makes sense for today’s buyer. Growth doesn’t have to mean complexity. It just has to mean clarity.

Consumers Are Already Shopping Online. It’s Time to Meet Them

The market isn’t slowing down. Customers are looking for dish soap, hand lotion, deodorant, and shampoo on their phones, at all hours, with expectations shaped by Amazon, Target, and DTC brands that ship in days and speak in clear, compelling copy.

You don’t need to match their resources. But you do need to match the experience.

The good news? You can. With tools that are more accessible than ever, and an audience already looking for alternatives, now is the time to turn your online presence into a real growth engine. And when you do it right, it won’t just boost your sales — it’ll strengthen your brand for the long haul.

About the Expert

Eric S. Youngstrom is the Founder and CEO of Onramp Funds, an innovative fintech that supports the growth of SMB eCommerce businesses. Eric leads a team steeped in eCommerce experience, providing financing and other resources empowering online merchants to grow and scale their businesses.