In today’s digital age, online success is no longer optional for Irish SMEs — it’s essential.

With e-commerce sales here projected to reach almost €16bn this year, businesses that adapt to online are poised to tap into a vast and growing market.

The Trading Online Voucher Scheme, which offers a grant of up to €2,500, is available at local enterprise offices and it’s designed to help small businesses to trade online.

While it is no longer difficult to get online, business owners need to consider factors like platform selection, security and whether they can leverage marketplaces such as Amazon.

Selecting an appropriate platform is crucial for success and there are options tailored to different business sizes and needs.

Squarespace, which has a Dublin base, is ideal for micro-companies and sole traders.

It offers user-friendly website building tools with integrated e-commerce capabilities.

Its pricing starts at €24 per month for a website commerce plan, which includes basic e-commerce features.

Squarespace is ideal for businesses seeking a simple, aesthetically pleasing online store without extensive technical knowledge.

Perhaps the most common choice for Irish SMEs is Shopify, which provides a more advanced e-commerce solution that’s scalable.

Pricing begins at €24 per month for the basic plan, offering features like unlimited product listings, 24/7 support and access to a vast app ecosystem.

That entry-level plan also includes features like multiple inventory locations and localised global selling for three different markets.

Shopify’s POS Lite is also included, which is a basic point-of-sale solution that can be used for casual in-person selling, such as at exhibitions, pop-up shops or markets.

If a business already has a WordPress website, WooCommerce is a free plug-in that adds e-commerce functionality.

While the plug-in itself is free, additional costs may include hosting, domain registration and SSL certificates.

If your business model includes subscriptions — such as monthly product boxes or recurring services — integrating subscription management is a useful feature to offer customers.

Platforms like Shopify offer apps such as Recharge or Bold Subscriptions, enabling businesses to manage recurring billing seamlessly.

Expanding reach through established marketplaces can significantly boost online presence.

Selling on Amazon UK allows Irish SMEs to access a vast customer base beyond Ireland.

To get started, you register for an Amazon Seller account, choose between individual or professional plans, and list your products.

Be mindful of additional costs, including referral fees and fulfilment charges.

Utilising Amazon’s Fulfilment by Amazon (FBA) service can simplify logistics, as Amazon handles storage, packaging, and shipping.

With Amazon’s expansion in Ireland, this is an option that many SMEs should be taking more notice of, given the vast audience of customers Amazon reaches.

Credit card fraud can be a significant concern, but platforms like Shopify offer built-in fraud analysis tools that use machine learning algorithms to flag suspicious orders.

Once your online store is set up, attracting customers is the next challenge.

A key element of an effective online marketing strategy is Search Engine Optimisation (SEO).

This was once considered a mysterious art and agencies were keen to sell the service to business owners, but it’s now far easier for SMEs to get to grips with.

These days, tools like Yoast ensure SEO is manageable by a firm’s own staff, and you can easily adjust search keywords for seasonality or specific offers.

Firms also need to use platforms like Facebook, Instagram and X to engage with an audience, share content and promote products.

Posting is free and worthwhile, but social media advertising can also target specific demographics, increasing the effectiveness of your campaigns.

Also not to be ignored is email marketing. You can use your website to build an email list to send newsletters, promotions and updates.

Online tools like Mailchimp are user-friendly and integrate with e-commerce platforms, facilitating effective email campaigns.