How to Get Your First 100 Customers for Your Ecommerce Store in 2025

Getting your first customer is exciting. Getting your first 100 customers is transformative. It proves you have a real business, not just a hobby.

Most new store owners make the same mistake: they launch their store, turn on Facebook ads, and wonder why they're not getting sales. The truth is, getting your first 100 customers requires hustle, creativity, and strategic effort—not just paid advertising.

This guide gives you 15 proven strategies to acquire your first 100 customers, most requiring more effort than money. Use a combination of these tactics and you'll hit 100 customers faster than you think.

The Mindset Shift: You're Not Ready to Scale Yet

Here's what separates successful new stores from failed ones: understanding that 0-100 customers requires a completely different approach than 100-1000 customers.

0-100 customers (you are here):

• Focus on channels that don't scale (personal outreach, manual marketing)
• Do things that don't scale to learn and iterate fast
• Goal: Validate product-market fit and get testimonials
• Accept lower margins on early sales (launch discounts are okay)
• Hustle, outreach, personal touch

100+ customers (future you):

• Focus on scalable paid channels (Facebook ads, Google ads)
• Automate and optimize systems
• Goal: Profitable customer acquisition at scale
• Target healthy margins (20%+)
• Systems and processes

Don't try to build the perfect, scalable marketing system on day 1. That comes later. Right now, hustle beats systems.

Pre-Launch: Build Momentum Before You Sell

Strategy 1: Build an Email List Before Launch

Start collecting emails 2-4 weeks before you're ready to sell. Your launch day should hit an audience, not empty air.

How to build pre-launch list:

• Create a "Coming Soon" landing page: Simple page with your value prop, product image, email signup
• Offer exclusive launch discount: "Be first to know, get 20% off at launch"
• Share on social media: Post on your personal accounts, relevant Facebook groups, Reddit
• Ask friends to share: "Hey, I'm launching a new store next month, would you share with anyone interested in [niche]?"

Target: 50-200 emails before launch

Launch day:

• Email your list: "We're live! Here's your exclusive 20% off code"
• Create urgency: "Code expires in 48 hours"
• Make it personal: Short, friendly email from founder

Expected results: 10-20% of your list will buy if you built anticipation properly. That's 10-40 customers on launch day.

Strategy 2: Create Buzz on Social Media

Document your journey from building the store to launch. People love behind-the-scenes content.

Content to post (starting 3-4 weeks before launch):

• Week 1: "I'm building a store that solves [problem]. Here's why..."
• Week 2: "Just got my first product samples! Here's what I think..." (unboxing video)
• Week 3: "Website is almost done! What do you think of this design?"
• Week 4: "Launching in 3 days! Who wants early access?"
• Launch day: "We're LIVE! Link in bio 🎉"

Where to post:

• Your personal Instagram (friends/family will support you)
• TikTok (algorithm favors new accounts, can go viral)
• Twitter/X (niche communities are active)
• LinkedIn (if B2B or professional products)

Key: Authenticity beats polish. People want to support real people building real things.

Launch Week: The First 20 Customers

Strategy 3: Friends and Family (Yes, Really)

Don't be ashamed to ask your network for support. Everyone starts here.

How to do it right:

• Don't ask for pity purchases. Instead: "I'm launching my store and need honest feedback. Would you try the product and tell me what you think?"
• Offer a launch discount: "As a thank you, here's 30% off for being an early supporter"
• Ask for referrals: "If you know anyone who'd like this, I'd appreciate an introduction"
• Request a review: "If you like it, would you leave a review? Social proof really helps new stores"

Who to reach out to:

• Close friends and family (text, call, or message)
• Former colleagues and classmates
• People in your industry or niche
• Social media followers

Expected results: 10-25 orders from your immediate network

Strategy 4: Leverage Your Personal Network on LinkedIn

If you have a professional LinkedIn network, use it. Announcement posts get high engagement.

Post template:

"After [months] of work, I'm excited to announce the launch of [Store Name]! 🎉

We're solving [problem] for [target customer] with [product/solution].

I'd love your support as we get started:
✅ Check us out: [link]
✅ Share with anyone who might benefit
✅ Comment with feedback—I'm all ears!

To celebrate launch week, use code LAUNCH20 for 20% off.

Thank you to everyone who helped make this happen! 🙏"

Expected results: 5-15 orders from LinkedIn network

Week 2-4: Scaling to 100 Customers

Strategy 5: Reddit - The Goldmine for Niche Products

Reddit is one of the best platforms for getting your first customers IF you do it right. Do it wrong and you'll get banned.

How to sell on Reddit without being spammy:

1. Find relevant subreddits (communities in your niche)
2. Contribute value first - Comment, help people, answer questions for 1-2 weeks
3. Post genuinely helpful content related to your product
4. Mention your store naturally in context, not as spam

Example (good approach):

In r/homegym, someone posts: "Best resistance bands for home workouts?"

Your response: "I've tested 15+ resistance band sets over the last year. Here's what I learned... [helpful detailed answer]. Full disclosure: I just launched a store selling resistance bands because I couldn't find ones that met all my criteria. Happy to share if you want, but mainly wanted to give you the info to make a good decision regardless of where you buy."

Example (bad approach):

"Check out my new resistance band store! 20% off right now!" [instant downvotes and ban]

Best practices:

• Lead with value, not sales
• Always disclose that you sell the product
• Accept that some mods will still remove your posts—that's okay
• Focus on subreddits with 10k-100k members (big enough for traffic, small enough to not be saturated)

Expected results: 10-30 customers from Reddit if you're helpful and authentic

Strategy 6: Facebook Groups (The Underrated Channel)

Niche Facebook groups are full of your target customers actively discussing their interests.

How to find groups:

• Search Facebook for "[your niche] group"
• Join 5-10 active groups (1k+ members, daily posts)
• Look for groups that allow promotion days or have marketplace threads

How to engage:

• Week 1: Just participate. Comment, help, answer questions
• Week 2: Post valuable content. "5 mistakes I made when [niche activity]"
• Week 3: Soft promotion. "Made a solution for [common problem]. Would love feedback from this community"
• Ongoing: Share when appropriate, always add value first

Example post that works:

"Hey everyone! I've been lurking here for months learning about [niche]. I kept seeing people frustrated with [problem], so I created [solution].

Would love to get feedback from this community since you're the experts. Here's a 25% discount code for group members: GROUPNAME25

[Link to store]

Genuinely interested in your thoughts—this community has been so helpful!"

Expected results: 15-40 customers from Facebook groups

Strategy 7: Instagram Engagement Strategy

Build an Instagram following organically to generate sales without ads.

Content strategy (post daily):

• Product photos: High-quality images in lifestyle settings
• Behind-the-scenes: Packing orders, product development
• User-generated content: Repost customer photos (with permission)
• Educational posts: Tips related to your niche
• Stories: Daily updates, polls, questions to engage followers

Growth tactics:

• Hashtag strategy: Use 15-30 relevant hashtags per post (mix of large and niche)
• Engage actively: Like and comment on 50-100 posts daily in your niche
• Follow target audience: Follow people who engage with competitor accounts
• DM strategy: When someone engages, send friendly DM thanking them (not selling)
• Collaborate: Partner with similar-sized accounts for shoutouts

Converting followers to customers:

• Link in bio to your store
• Instagram-exclusive discount codes in stories
• Limited-time offers ("Next 20 orders get free shipping")
• Story highlights with products and testimonials

Expected results: 10-25 customers from Instagram in first month

Strategy 8: TikTok - The Viral Opportunity

TikTok's algorithm gives new accounts a chance to go viral. One good video can get your first 50 customers.

What content works for ecommerce on TikTok:

• Product demonstrations: "This [product] solves [annoying problem]"
• Before/after: Showing transformation or results
• Unboxing/reviews: "I ordered this and here's what happened"
• Behind-the-scenes: "Packing your orders" videos (oddly popular)
• Trends: Adapt trending sounds/formats to showcase your product

TikTok posting strategy:

• Post 1-3 videos per day
• First 3 seconds are critical—hook immediately
• Keep videos 15-30 seconds (short performs better)
• Use trending sounds
• Add text overlays (many watch without sound)
• Include clear CTA: "Link in bio" or "Shop now"

Expected results: Highly variable. Could be 0 or could be 100+ if you go viral. Keep posting.

Strategy 9: Influencer Gifting (Micro-Influencers)

Don't pay influencers. Gift products in exchange for honest reviews.

How to find micro-influencers (1k-50k followers):

• Search Instagram hashtags in your niche
• Look for accounts with high engagement (5%+ engagement rate)
• Check if they post regularly and have authentic audience
• Avoid accounts with spammy comments or engagement pods

Outreach message template:

"Hey [Name]! Love your content about [niche]. I just launched [Store Name] and think your audience would genuinely love [product] because [reason].

Would you be interested in trying it for free in exchange for an honest review/post? No pressure if it's not a fit!

Either way, keep up the great content! 🙌"

What to send:

• Your product (obviously)
• Nice packaging (first impressions matter)
• Handwritten thank-you note
• Optional: Discount code for their followers

Expected results: 30-50% will post. Each post can generate 5-20 sales depending on influencer's reach and engagement.

Strategy 10: Content Marketing & SEO

Blog content won't get immediate sales, but it builds long-term organic traffic.

Types of content to create:

• Buying guides: "Best [product type] for [use case]"
• How-to guides: "How to [solve problem]"
• Comparison posts: "[Product A] vs [Product B]"
• Listicles: "10 [products/tips] every [target customer] needs"

SEO basics:

• Target keywords with search volume (use Google Keyword Planner)
• Write 1,000+ word comprehensive guides
• Include images and internal links
• Optimize title tags and meta descriptions
• Link naturally to your products where relevant

Expected results: 5-15 customers in first month (grows over time)

Strategy 11: Pinterest Marketing

Pinterest is a search engine, not social media. Great for products in fashion, home, food, DIY, and lifestyle niches.

Pinterest strategy:

• Create a business account: Free analytics and rich pins
• Design vertical pins: 1000x1500px, eye-catching images with text overlay
• Create multiple pins per product: Different images, headlines, angles
• Write keyword-rich descriptions: Pinterest is a search engine
• Join group boards: Get wider distribution
• Pin consistently: 5-10 pins per day (use scheduling tools)

Expected results: 5-20 customers in first month (grows significantly month 2-3)

Strategy 12: Local Markets and Pop-Ups

Don't overlook offline opportunities to sell online products.

Where to sell in person:

• Farmers markets: Low booth fees, engaged shoppers
• Craft fairs: Perfect for handmade or unique products
• Pop-up shops: Mall kiosks, shared retail spaces
• Local events: Community festivals, school events
• Networking events: Industry meetups if B2B

Benefits beyond sales:

• Immediate customer feedback
• Test messaging and pricing
• Collect email addresses
• Build local following
• Create content (photos/videos of booth)

Expected results: 10-30 sales per event + email signups for future marketing

Strategy 13: Strategic Partnerships

Partner with complementary businesses to cross-promote.

Example partnerships:

• Yoga mat store partners with yoga studios for commission or revenue share
• Pet product store partners with local pet groomers/vets
• Coffee accessories store partners with local roasters
• Fitness apparel partners with gyms/trainers

Partnership pitch:

"Hey [Name], I run [Store] and noticed our customers overlap. Would you be interested in a partnership where we promote each other? I could offer your customers an exclusive discount and vice versa. No cost, just mutual promotion."

Expected results: 5-15 customers per partnership

Strategy 14: Launch a Referral Program

Turn early customers into your sales force.

Simple referral structure:

• "Give 20%, Get 20%"
• Your customer gets 20% off code to share with friends
• They get 20% off their next order when friend purchases
• Track with referral app (ReferralCandy, Smile.io)

How to promote:

• Include referral card in every package
• Email after delivery: "Love your order? Share with friends and get 20% off next purchase"
• Add to thank-you page after checkout
• Promote in email newsletter

Expected results: 10-20% of customers will refer someone. Each referral = new customer.

Strategy 15: Small Budget Facebook/Instagram Ads

Once you have 10-20 sales and some reviews, test small paid ads.

Budget: $5-10 per day maximum

What to advertise:

• Your best-selling product
• Product with best reviews
• Product with highest margin

Ad creative:

• Use customer photos if you have them (with permission)
• Short video showing product in use
• Before/after results
• UGC-style content (looks organic, not like an ad)

Targeting:

• Interest-based (people interested in your niche)
• Lookalike audience (if you have 20+ customers with Facebook pixel data)
• Retargeting website visitors (install Facebook pixel first)

Expected results: 5-15 customers with $150-300 spend

Optimization: Making Every Customer Count

Get Reviews Immediately

Reviews are social proof that convince the next 100 customers to buy.

How to get reviews fast:

• Ask early customers directly: Personal email or text
• Incentivize: "Leave a review, get 10% off next order"
• Make it easy: Direct link to review page, not buried in website
• Follow up: Email 7 days after delivery asking for review
• Use review app: Judge.me, Loox, or Stamped.io to automate requests

Target: Get 15-20 reviews from your first 50 customers

Capture Testimonials

Ask happy customers for testimonials to use in marketing.

Email to request testimonial:

"Hi [Name]!

So glad you're enjoying your [product]! 🎉

Would you mind sharing a quick testimonial about your experience? Just 2-3 sentences on how the product helped you or what you love about it.

I'd love to feature your feedback on our website to help others discover [product].

Thanks so much!
[Your Name]"

Build Your Email List

Every customer and website visitor is an opportunity to build your email list.

Email capture tactics:

• Exit-intent popup: "Wait! Get 10% off your first order"
• Gamified popup: "Spin to win your discount!" (increases opt-ins)
• Newsletter signup: In footer and dedicated page
• Post-purchase: Automatically added to email list

Email automation to set up:

• Welcome series: 3 emails introducing your brand and products
• Abandoned cart: Remind people who added to cart but didn't buy
• Post-purchase: Thank you, shipping updates, review request
• Re-engagement: Win back customers who haven't bought in 30 days

Create Urgency

Limited-time offers increase conversion rates and speed up decisions.

Urgency tactics:

• Flash sales: "24-hour sale - 25% off everything"
• Low stock warnings: "Only 3 left in stock!"
• Limited quantities: "First 50 orders get free gift"
• Countdown timers: Visual timer showing sale ending
• Seasonal promotions: "Holiday sale ends Monday"

Warning: Don't fake urgency. Real scarcity works. Fake scarcity damages trust.

The 100-Customer Timeline

How long does it take to get 100 customers? Depends on your hustle and product, but here's a realistic timeline:

Week 1 (Launch):

• Friends, family, pre-launch email list
• Target: 15-25 customers
• Running total: 15-25

Week 2-3:

• Reddit, Facebook groups, Instagram engagement
• Target: 20-30 customers
• Running total: 35-55

Week 4-6:

• Influencer posts starting to convert
• TikTok gaining traction
• Small paid ads testing
• Referrals from early customers
• Target: 25-35 customers
• Running total: 60-90

Week 7-8:

• Organic traffic growing
• Repeat customers
• Partnerships kicking in
• Target: 10-20 customers
• Running total: 100+ ✓

Realistic timeline: 6-10 weeks if you're actively executing multiple strategies.

Common Mistakes That Slow You Down

1. Waiting for Perfection

Your website doesn't need to be perfect. Your product photos don't need to be professional. Your logo can be simple. Launch and improve based on feedback.

Done is better than perfect when you're getting started.

2. Only Relying on Paid Ads

New store + no reviews + no social proof + paid ads = burning money. Paid ads work after you have social proof and optimized site. Start with organic first.

3. Not Asking for Help

Pride kills businesses. Ask your network for support, shares, feedback, and introductions. People want to help—you just have to ask.

4. Giving Up Too Early

Most people try one marketing channel for a week, get discouraged, and quit. Success requires sustained effort across multiple channels for 6-8 weeks minimum.

5. Ignoring Customer Feedback

Your first customers tell you what's working and what's not. Listen to them. Adjust your product, messaging, and marketing based on real feedback.

Action Plan: Your First 100 Customers

Week 1: Pre-Launch

☐ Create "Coming Soon" landing page with email capture

☐ Post daily on social media building anticipation

☐ Tell friends/family about upcoming launch

☐ Join 5-10 Facebook groups and Reddit communities

☐ Identify 10-20 micro-influencers to reach out to

Week 2: Launch Week

☐ Email pre-launch list with launch announcement

☐ Post launch announcement on all social channels

☐ Text/call close friends asking for support

☐ Post LinkedIn announcement

☐ Start engaging in Facebook groups (don't sell yet)

Week 3-4: Expand Reach

☐ Send influencer outreach emails

☐ Post helpful content on Reddit (with soft mentions)

☐ Share in Facebook groups (following rules)

☐ Post 1-3 TikToks daily

☐ Write first blog post for SEO

☐ Request reviews from first customers

Week 5-6: Momentum Building

☐ Launch referral program

☐ Test small Facebook/Instagram ads ($5/day)

☐ Reach out to potential local partnerships

☐ Create Pinterest account and start pinning

☐ Follow up with influencers who received products

Week 7-8: Push to 100

☐ Run flash sale to create urgency

☐ Email list with special offer

☐ Double down on channels that are working

☐ Cut channels that aren't producing results

☐ Celebrate hitting 100 customers! 🎉

Conclusion: Hustle Beats Budget

Getting your first 100 customers isn't about having a massive marketing budget. It's about:

• Hustle: Doing the unglamorous work others skip
• Persistence: Showing up daily across multiple channels
• Authenticity: Being real, not trying to look like a huge brand
• Value-first: Helping before selling
• Optimization: Making every customer count with great service

Most entrepreneurs try one thing, see it's hard, and quit. The ones who succeed are the ones who try 10 things simultaneously, see what works, and double down.

Your first 100 customers are out there. They want what you're selling. You just have to find them and give them a reason to trust you.

Now stop reading and start doing. Pick 3 strategies from this guide and execute on them this week. You've got this. 🚀