A Guide for Florists Selling Products Online

The future of eCommerce is real-time buying, and it is quickly taking over social media. The result? Conversational and social commerce.

  • Chat bots. Adding a chat bot to your website can increase sales overnight. At the very least, it will help real-time customers engage with your website in a positive way.
  • Social media marketplace. Shopping happens inside of an app. Is it any wonder we spend hours on our phones?
  • Housekeeping. Logo? Check. Website? Check. Building relationships with the wholesalers and local flower growers? Check and check.

A Successful Launch Requires…

Understanding the supply chain and economics of the industry

When the pandemic hit, we were forced to shift perspective on wait times and prices. Having a working relationship with suppliers and wholesalers will greatly help when managing products and pricing. Especially for wedding and event florists, knowing what your wholesaler is able to deliver to you is vital for the success of your business. In our industry, fresh cut flowers are a little harder to track than other types of supplies. Luckily, our webshop uses real-time inventory from growers down to the stem.

A compelling logo

When you are starting out in your floral business, having a logo will allow you to stand apart from the competition and position yourself as a brand. There are many ways to make a logo, but hiring an experienced professional to design it may save you time and money. Places like Fiverr and scrolling through Instagram can help you find the designer you are looking for. Your logo should be clean, eye-catching and embody your essence. 

An easy-to-navigate website

Spending money on a website is worth it, y’all. Consumers will love the ease and flexibility of browsing your website knowing that they can complete a sale without stepping into a store or picking up a phone. Make sure that your offerings are clear and available (with pictures!) on your website. Places like Squarespace and WordPress are great options to use when first starting, especially with their ecommerce features. 

Market Research

There are over 54,435 florists in the U.S. alone. Event and studio florists are on the rise, and it’s a great time to lean into this dynamic industry. Doing your homework of who is in your backyard, how long they’ve been around, and what to expect from them can greatly influence the direction of your business. For example, if your neighborhood competition does mostly wedding work, you can find more walk-in traffic (like plants and subscription-based bouquets) to complement them.

“Competition whose motive is merely to compete, to drive some other fellow out, never carries very far. The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time.” — Henry Ford

Efficient delivery system

Fast delivery is not just applauded, but also a must-have in today’s market. Think about the boxed flower delivery and Amazon racing to get to your doorstep as quickly as possible. Consumers love to know that their products are not only high quality, but also fast delivery. Busy months, like February and May, require extra staff and delivery drivers to be on call.


This may be a touchy subject for some, but go ahead and put those prices up on your website! It makes it easier for customers to engage with your products when you can greatly impact whether or not someone buys from you. “Pricing transparency immediately weeds out the bargain shoppers,” says Pia Silva for Forbes. Strategizing for your small business takes guts, but you’ve got what it takes to thrive.

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Kellie Sedgwick

Kellie is a writer, strategist, and marketing expert specializing in B2B industries. She enjoys making Spotify playlists, designing interiors, and scouring eBay for home finds.

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