Ecommerce can sometimes feel cold and faceless—now more than ever as AI-generated content floods the internet with meaningless waffle. Sometimes, I even find myself questioning why I love helping businesses create online shops. Isn’t this just feeding capitalism’s unsustainable appetite for more?
But as I untangle this thought, I’m led somewhere brighter, towards the sorts of inspiring businesses I love working with. Just looking around at the thousands of small local businesses in Cape Town—those selling artisanal, small-batch ranges, mindfully crafted with such care and consideration. These are businesses that truly adore what they do, often run by passionate moms, dads and entrepreneurs building community-driven initiatives that train and support others. They wouldn’t be here without the internet, which has made launching an online shop far more accessible compared to a decade ago.
That said, it’s still not easy. Small businesses battle to stand out online, get traffic to their websites and simply can’t compete with low-priced offers from stores like Temu and Shein. There’s no sustainable way to replicate those low-cost models. So, what can these businesses do in the face of such challenges?
The answer lies in embracing a more soulful approach to selling online.
A soulful approach is about recognising that as our days become increasingly loud, busy, and complex, many of us yearn for deeper, more meaningful connections. As a small business, your power lies in the details that make you uniquely you. Shining a light on your brand’s unique quirks is becoming the only way to rise above the noise and same sameness of the internet.
Instead of contributing to the noise, pause and reflect on your product creation process, your values, your goals, and your story. This reflection allows you to articulate and celebrate what sets your business and/or product range apart, especially as we head into the manic Black Friday season.
Storytelling—through words, images, and video—is a vital piece of soulful selling. You need to do more than just label your products as “handcrafted”, “small batch”, “artisan” or “sustainable” – these words are losing their impact. Go deeper than this. Share the details, the inspiration behind your creations. Introduce your team and their passions in a non-generic way. Highlight your community involvement and core values in an original way. Put energy into showing your customers the heart and soul of your business.
In doing so, you’ll transform cold, soulless transactions into connections. You invite your audience to become part of your journey, creating a community and following around your brand. This is the magic of soulful selling—turning your unique story into a compelling narrative that deeply resonates with your customers.
So, while the likes of Temu and Shein may dominate the low-cost / low-value market, remember that you have something they can’t replicate: authenticity and soul. Lean into your story, celebrate your uniqueness, and watch as you carve out a space that no one else can copy.
Sincerely,
Megan
Owner / Web Designer, Nutmeg Studio
Ways you can work with my studio:
- Shopify Store Creation – Helping your business build a user-friendly and elegant online shop on the world’s best eCommerce platform: Shopify. Learn more here or view the Black Friday special offer here.
- WordPress Brochure Website Transformation – Let’s breathe new life into your dated WordPress website, transforming it into an elegant & functional space that makes it easy and inviting for someone to reach out and book your services. Learn more here.
