How to Sell Handmade Products Online

Do you make jewelry, artwork, candles, crafts, clothing, home décor, or other handmade products?

If you enjoy creating things, you may have wondered whether you could turn your hobby or creative skills into an online business.

The good news is that you do not need to start with hundreds of products, a huge inventory, or a complicated website.

You can start small, learn how online selling works, and build your handmade business over time.

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In this guide, you will learn how to sell handmade products online, including how to choose what to sell, identify your customers, price your products, take better photos, create product listings, handle shipping, promote your business, and choose where to sell.

What Handmade Products Can You Sell Online?

Handmade products can include many different types of items.

Depending on your skills and the products you create, you might sell:

• Jewelry
• Handmade clothing
• Accessories
• Artwork
• Home décor
• Candles
• Soaps and personal care products
• Wood products
• Knitted or crocheted items
• Personalized gifts
• Paper goods
• Crafts
• Handmade toys and other products
• Other original creations

However, not every product is treated the same way under Canadian laws and regulations.

For example, cosmetics, food, children’s products, and certain other consumer products may have specific requirements. Before selling a product, make sure you understand the rules that apply to that particular type of product.

Step 1: Choose What Handmade Products You Want to Sell

The first step is deciding what you want to make and sell.

You may already have a hobby that could become a business. Or you may have an idea for a product that you have never sold before.

Start With What You Know

Think about the things you enjoy making and the skills you already have.

For example, if you enjoy sewing, you might make clothing, bags, accessories, or home décor. If you enjoy painting, you might sell original artwork or prints. If you enjoy working with wood, you might create signs, decorations, or useful household items.

Starting with something you already understand can make the process easier.

Think About Your Production Process

Before choosing a product, ask yourself:

• How long does it take to make?
• How much do the materials cost?
• Can I make the product consistently?
• Can I make enough of it to sell?
• How much space do I need to make and store it?
• How will I package it?
• Can it be shipped safely?
• Will the product be damaged easily?
• Are there any rules or requirements for this type of product?

A product may look profitable at first but become difficult to sell if it takes many hours to make or costs a lot to package and ship.

Step 2: Identify Your Customer

Once you know what you want to sell, think about who is most likely to buy it.

Instead of trying to sell to everyone, think about a specific type of customer.

Ask yourself:

• Who would want this product?
• Is it something people buy for themselves or as a gift?
• What age group might be interested?
• What interests or hobbies might they have?
• What style do they prefer?
• What price range might make sense for them?
• Where do they shop online?
• What problems or needs does the product address?

For example, a handmade personalized baby blanket is likely to attract a different customer than a handmade leather wallet.

Knowing your customer can help you make better decisions about your products, photography, descriptions, pricing, packaging, and marketing.

Step 3: Research Your Market

Before investing a lot of money into your handmade business, take some time to research the market.

Look at similar products being sold online and pay attention to:

• Product types
• Prices
• Product photos
• Descriptions
• Materials
• Packaging
• Customer questions
• What makes different products stand out

The goal is not to copy another seller.

Instead, market research can help you understand what customers are looking for and where there may be opportunities for your own products.

The Government of Canada provides information about researching your target market and planning a business:

Government of Canada: Planning a Business

Step 4: Create and Prepare Your Products

Once you have chosen your products, you need to make sure they are ready to sell.

For physical handmade products, think about:

• Materials
• Product quality
• Measurements
• Colours
• Variations
• Production time
• Inventory
• Storage
• Packaging
• Shipping

Try to create a consistent product experience. Customers should receive a product that matches the description and photographs they saw when they placed their order.

If you make products one at a time, consider how many you can realistically produce if you begin receiving multiple orders.

Step 5: Calculate Your Real Costs

One of the most important parts of selling handmade products is understanding what your products actually cost you.

It is easy to look only at the cost of materials. But materials are only one part of your total business costs.

Your costs may include:

• Materials
• Packaging
• Labels
• Shipping supplies
• Your time
• Equipment
• Tools
• Marketplace or platform costs
• Payment processing
• Advertising
• Website expenses
• Other business expenses

For example, imagine you make a handmade item that uses $10 of materials. That does not mean the item only costs you $10.

You may also spend time designing, making, packaging, photographing, listing, and shipping the product.

Understanding your total costs will help you make better pricing decisions.

Step 6: Set a Price for Your Handmade Products

Pricing handmade products can be difficult, especially when you are just starting.

Your price should take your costs and the time involved into consideration. You should also research similar products so you understand the range of prices customers may see.

Consider:

• Material costs
• Labour and time
• Packaging
• Business expenses
• Platform or marketplace costs
• Payment processing
• Shipping considerations
• The market for your product

Do not automatically choose the lowest price simply because you are new.

At the same time, a higher price should be supported by the product, quality, presentation, and overall customer experience.

Pricing is something you can review and adjust as you learn more about your business.

Step 7: Take Good Product Photos

When people shop online, they cannot physically pick up your product and examine it.

Your photographs therefore need to give shoppers a good idea of what they are buying.

Show the Entire Product

Include a clear photograph that shows the entire item.

Show Different Angles

Additional photos can help customers understand the product from different sides.

Show Important Details

Close-up photographs can show texture, stitching, materials, patterns, finishes, or other important details.

Show Size and Scale

Whenever appropriate, show the product beside something that gives customers an idea of its size.

Use Good Lighting

Natural light can work well for many handmade products. Try to avoid very dark photographs, distracting backgrounds, and strong reflections.

You do not necessarily need expensive photography equipment to get started.

Step 8: Write Clear Product Descriptions

A good product description answers the questions a shopper is likely to have before purchasing.

Depending on the product, include:

• Product name
• Materials
• Dimensions
• Weight, when relevant
• Colour
• Quantity
• Available variations
• Features
• Care instructions
• What is included
• Processing time
• Shipping information

Be accurate and specific.

Do not make claims about your product that you cannot support. This is particularly important for products involving health, beauty, safety, or other regulated areas.

Step 9: Package Your Handmade Products

Packaging has two important jobs: protecting the product and getting it safely to the customer.

Think about:

• How fragile the product is
• What size box or mailer you need
• Whether the product needs extra protection
• How much packaging costs
• How the package will look when the customer receives it
• Whether the package can be shipped safely

You can create attractive packaging without spending a lot of money.

Simple touches such as clean packaging, a thank-you note, a product care card, or a small branded label can help create a professional experience.

Step 10: Understand Product Safety and Legal Requirements

This is an important step that handmade sellers should not skip.

Different products can have different Canadian requirements.

Health Canada explains that online sellers of consumer products and cosmetics need to be aware of Canadian product safety laws and regulations.

Health Canada: Selling Consumer Products and Cosmetics Online

Handmade Cosmetics

If you make products such as certain soaps, lotions, creams, shampoos, or other products that meet the definition of a cosmetic, additional requirements may apply.

Health Canada specifically states that handmade cosmetics, including handmade soap sold through home-based businesses or craft sites, must comply with Canadian cosmetic requirements.

Health Canada: Buying Cosmetics Online

Health Canada also requires manufacturers and importers of cosmetics to submit a Cosmetic Notification Form within the applicable timeframe after first sale in Canada.

Health Canada: Notification of Cosmetics

For detailed instructions about the notification process, see:

Health Canada: Guide for Cosmetic Notifications

These are only examples. Other handmade products may also have specific rules depending on what they are, how they are made, and how they are marketed.

Always check the requirements that apply to your particular product before listing it for sale.

Step 11: Set Up Your Handmade Business

If you are turning your handmade hobby into a business, there are basic business matters you should consider.

Depending on your circumstances, these may include:

• Choosing a business structure
• Choosing a business name
• Registering your business
• Obtaining a Business Number when required
• Checking permits and licences
• Understanding taxes
• Keeping business records

The Government of Canada provides a starting point for researching these requirements:

Government of Canada: Starting a Business

Choosing a Business Structure

Depending on your circumstances, you may operate as a sole proprietorship, partnership, or corporation.

Your business structure can affect how your business income is reported and what other requirements apply.

CRA: Setting Up Your Business

Business Registration

Some businesses need to register with the province or territory where they operate. Requirements depend on the type of business and where it operates.

Government of Canada: Registering Your Business

For information specifically about sole proprietorships and partnerships:

Government of Canada: Registering a Sole Proprietorship or Partnership

This article provides general information and is not legal, tax, or regulatory advice. Requirements can depend on your product, location, business structure, and circumstances.

Step 12: Choose Where to Sell Your Handmade Products

Once your products and business basics are ready, you need to decide where customers will be able to buy from you.

You could sell through:

• Your own website
• An online marketplace
• Social media platforms
• Local craft markets
• Community events
• A combination of different channels

Selling Through Your Own Website

Your own website gives you control over your store, branding, product presentation, and customer experience.

However, you also need to manage things such as website maintenance, payments, security, product listings, customer service, shipping information, and marketing.

Selling Through an Online Marketplace

An online marketplace allows independent sellers to list products in a shared online shopping environment.

Customers can browse products from different sellers in one place.

Health Canada describes an online marketplace as an e-commerce platform that facilitates transactions between third-party sellers and consumers.

Health Canada: Online Marketplaces and Third-Party Sellers

Step 13: Create Your First Product Listings

Once you choose where to sell, it is time to prepare your product listings.

A basic product listing should clearly explain what the customer is buying.

Before publishing a listing, check that you have:

• A clear product title
• Good-quality photographs
• An accurate description
• The correct price
• Product measurements
• Materials
• Available variations
• Quantity or inventory information
• Care information when relevant
• Shipping information
• Any required product or safety information

Read your listing as if you were the customer.

Could someone understand exactly what they would receive without having to contact you first?

Step 14: Promote Your Handmade Products

Creating beautiful products is only part of running a handmade business. People also need to discover your products.

You could promote your business through:

• Instagram
• Facebook
• Pinterest
• YouTube
• Email marketing
• Your website
• Blog content
• Local markets
• Craft shows
• Word-of-mouth

You do not have to use every platform.

Choose the channels that make sense for your products and where your potential customers are likely to spend time.

Show the Story Behind Your Products

One advantage of handmade products is that there is often a story behind them.

You can create content showing:

• How you make your products
• Your workspace
• Materials you use
• New products
• Product care tips
• Packaging orders
• Ideas for using your products
• The inspiration behind your designs

This type of content can help customers understand the person and process behind the product.

Step 15: Build Your Handmade Brand

Your brand is more than your logo.

It includes the way your business looks, feels, and communicates with customers.

Think about:

• Your business name
• Your logo
• Your colours
• Your product photography
• Your packaging
• Your product descriptions
• Your social media presentation
• The story behind your business

You do not need an expensive branding package when you are starting.

A simple, consistent look can help customers recognize your business.

Common Mistakes Handmade Sellers Make

Starting a handmade business is a learning process. Some common mistakes can be avoided with a little planning.

Underpricing Your Products

Do not forget the value of your time when calculating your costs.

Using Poor Product Photos

Dark, blurry, or cluttered photographs can make it difficult for shoppers to understand your product.

Writing Vague Descriptions

Customers need details such as size, materials, colours, and what is included.

Forgetting About Shipping Costs

Packaging and shipping can affect your costs significantly, especially for larger or fragile products.

Making Too Many Products Too Soon

You do not need a huge collection to begin. A smaller collection can be easier to manage while you learn.

Copying Other Sellers

Researching other businesses is useful, but your products, branding, photographs, and descriptions should be your own.

Ignoring Product Requirements

Do not assume that every handmade product can be sold under the same rules. Check the requirements that apply to your specific product.

Start Small and Grow Your Handmade Business

You do not need to build a huge handmade business overnight.

You do not need:

• Hundreds of products
• A giant inventory
• Thousands of followers
• Expensive photography equipment
• A large website
• Perfect branding

Instead, start with a manageable collection of products and learn from the experience.

As you learn more about your customers, you can improve your photographs, descriptions, packaging, pricing, products, and marketing.

The goal is to build a business that you can realistically manage.

Ready to Sell Your Handmade Products Online?

Selling handmade products online can give you a way to introduce your creations to customers beyond your local area.

Start with products you understand. Learn who your customers are. Research your market. Calculate your costs. Set your prices carefully. Create clear product listings and good photographs. Understand the requirements that apply to your products, and choose the selling channels that make sense for your business.

If you are looking for another place to sell your handmade products, CBJ & Co. is being built as a Canadian online marketplace for independent sellers and shoppers.

Learn how the marketplace works:

How CBJ & Co. Works →

Interested in becoming a seller?

Become a Seller on CBJ & Co. →

Have a question?

Contact CBJ & Co. →

Your handmade business can start with one product, one customer, and one step at a time.

Helpful Canadian Resources for Handmade Sellers

• Government of Canada: Starting a Business
• Government of Canada: Planning a Business
• Government of Canada: Registering Your Business
• Government of Canada: Registering a Sole Proprietorship or Partnership
• CRA: Setting Up Your Business
• CRA: Business Registration
• Health Canada: Selling Consumer Products and Cosmetics Online
• Health Canada: Buying Cosmetics Online
• Health Canada: Notification of Cosmetics
• Health Canada: Guide for Cosmetic Notifications
• Health Canada: Online Marketplaces and Third-Party Sellers