Targeting the consumer is more strategically appealing than ever with online marketing. It literally opens the world for sellers. For those who are start-up entrepreneurs, it’s especially attractive. For all the ease, however, there is a myriad of challenges ahead.

We all love stories of the products that “caught on,” were timed for a trend or exemplify success for the upstart. When products are launched on e-commerce platforms, there is also the opportunity to sort out what works or what requires refinement without drawing a lot of adverse headlines. When products are marketed through multiple means, including online, momentum and cross-promotions are often enhanced.

One of the marketing companies set to launch its wet wipes is Go Commando, creators of Commando Wipes. “It has become much easier to sell products than it was not very long ago,” says developer-owner Adam Handfinger. “And the market has exploded for wipes, originally for males, now unisex.” The unisex offering sets Commando Wipes apart from others in the category such as Dude Wipes.

Not so long ago, dedicated websites carried the burden of sales, backed by promotions. For example, Dwypers diaper kits have garnered a lot of attention by sites, such as Moms.com, making parents aware of recommended products. Currently, selling on Amazon or going to Groupon and others with impact is often a better option. With around 50 million active customers, Groupon has mastered appealing offers for consumers.

These “partners” can promise end-to-end responsibility for SEM, SEO, Facebook, affiliates, and other media marketing channels, relieving the wipes developer of knowing all this expertise on day one. Development and launching online makes the owner more agile and able to concentrate on the product itself, with the branding vision that started it all.

Yet, there is much to consider. According to online marketing expert Ian Brodie, “The key tool you need to run an online business is some type of shopping cart so that people can actually pay you money.” He says the proper shopping cart platform handles all the invoicing, record-keeping, handling of taxes and runs affiliate programs.

Online shopping carts can be obtained from suppliers like Mal’s Ecommerce which offers it for free, with an “escape from the limitations of traditional store builder software.” Good support includes scalable mobile and web applications to support growth.

On your own online site, you can add simple Buy Now links or buttons on any page, made from a form button, a text hyperlink or your own selected image. Marketing online allows sellers wider freedom of messaging and imagery, such as in the “Commando” universe. “No other wipe gets you clean enough to Go Commando,” says the site.

Cautionary Notes
“Cyber attacks affect businesses of all sizes,” says Benjamin Gordon of Cambridge Capital and BGS Strategic Advisors. “Rapidly expanding supply chain networks bind us to our partners, and as the industry becomes more connected, the risk of cyber attacks skyrockets. More suppliers, service providers and partners are touching our data than ever before.” And no one wants to hear, “My site was off the air frequently.”

On another note, increasing services offered by brick & mortar stores where you can order online and get delivery or pick up at your local retailer continues to grow. In the wet wipes online marketplace, Target is a big player, often dominating both the top of the search page and the right-side paid promos. Kiosks in-store also offer product line extensions when you order online standing right there next to those buying in-store.

For small sellers, distinctive products can set them apart. The big marketers are showing more online specialties too. For example, you can order Kimberly-Clark’s thicker “Germ Removal Wet Wipes” individually wrapped in 20-count packages through Target online, or another, K-C’s Gentle Clean Wet Wipes. One view of these products also displays allied wipes options that you should consider.

Like most marketplaces, it’s increasingly competitive. Diving in may seem easy at first, but longevity will require some mastery of this vibrant platform. Unless, of course, your unique product goes viral!