Ecommerce Business Plan Template
Whether you are planning to start a new ecommerce business or grow your existing ecommerce business, you’ve come to the right place to write an ecommerce business plan.
We have helped over 10,000 entrepreneurs and business owners create ecommerce business plans and many have used them to start or grow their own ecommerce businesses.
Sample Ecommerce Business Plan
Below is a sample of each of the key elements of an ecommerce business plan template to help you write your own business plan:
Executive Summary
Business Overview
TrendyFit.com is a startup ecommerce store that sells fitness clothes and accessories for the young, trendy, and stylish individual who enjoys working out and staying fit. The clothes are unique and designed to fit the latest trends of the most popular online YouTube or TikTok celebrities, yet functional and comfortable for working out at the gym or just hanging out. All products are made in the United States, are made with the highest quality fabric, and come with a money-back customer guarantee if the fit or style doesn’t satisfy the customer. TrendyFit.com is sold exclusively online; no retailers will be carrying any TrendyFit.com products.
TrendyFit.com is owned by Devon Ming. Devon will utilize a dropshipping company to receive all orders placed on TrendyFit.com, fulfill the order, and ship directly to the consumers. Devon will also employ a team of three creative designers to develop the website and social media presence by utilizing targeted social media ads and will recruit social media influencers as brand ambassadors. Devon will also employ a team of two customer service representatives to ensure complete customer satisfaction.
Product Offering
The following are the services to be offered by TrendyFit.com:
- Fitness clothing
- Shoes
- Fitness accessories such as socks, headbands, and wrist wraps
- Bags
- Yoga mats
- Foam rollers
Customer Focus
TrendyFit.com will target all fitness enthusiasts and trendsetters in the United States and internationally. The target market will be social media savvy and spend a large portion of their day browsing through their social media sites. The ideal customer will be young, either in high school or college, a working professional, or a gym rat who frequents the trendiest fitness gyms and establishments.
Download the ecommerce business plan template (including a customizable financial model) to your computer here <–
Management Team
Devon Ming is a graduate of Harvard University’s Business School and after graduation, has spent the last three years developing the brand image, vision, and researching products for TrendyFit.com. Devon wanted to utilize his Master’s degree in Business Strategy & Marketing, and has devoted all of his time and energy into launching his ecommerce store.
As CEO of TrendyFit.com, Devon will oversee the strategy and development of the company. He will be in constant communication with the dropshipper, creative team, and customer service representatives. He will also focus on strategic growth and the long term vision of the company.
Success Factors
TrendyFit.com is primed for success by offering the following competitive advantages:
- Most cost-effective trendy fitness apparel option compared to competition.
- Trendiest and most innovative fitness fashion designs available anywhere.
- 100% customer satisfaction money back guarantee with every product sold.
- A portion of all proceeds will go towards socially-conscious causes and non-profit charities.
Financial Highlights
TrendyFit.com is seeking $200,000 in debt financing to launch TrendyFit.com. The funding will be dedicated for the down payment with the dropshipping company, three months of payroll expenses for the creative team and customer service representatives, and any business licensing necessary. There will also be funding dedicated to the social media campaign and website development. The breakout of the funding is below:
- Dropshipper Good Faith Down Payment: $50,000
- Payroll Expenses for Creative Team and Customer Service Reps (3 mos): $60,000
- Social Media Campaign & Website Development: $80,000
- Contingency and any necessary licensing: $10,000
The following graph below outlines the pro forma financial projections for TrendyFit.com.
Company Overview
Who is TrendyFit.com?
TrendyFit.com is a startup ecommerce store that sells fitness clothes and accessories for the young, trendy, and stylish individual who enjoys working out and staying fit. The clothes are unique and designed to fit the latest trends of the most popular online YouTube or TikTok celebrities, yet functional and comfortable for working out at the gym or just hanging out. All products are made in the United States and come with a money-back customer guarantee if the fit or style doesn’t satisfy the customer. TrendyFit.com is sold exclusively online; no retailers will be carrying any TrendyFit.com products.
TrendyFit.com is owned by CEO Devon Ming and will be sold exclusively through a dropshipper that has agreed to fulfill all product orders placed by TrendyFit.com and ship within the continental United States in 2-3 business days and within one week to anywhere outside of the continental United States. Devon has placed his pricing model to be competitive with other popular online fitness clothing retailers, but more affordable as the base of his customers will be young and not have as much disposable income as other individuals outside of the target market.
TrendyFit.com History
Devon Ming has spent the last three years developing the brand image, vision, and researching products for TrendyFit.com. After graduating from college with a Master’s degree in Business Strategy & Marketing, Devon has devoted all of his time and energy into launching his ecommerce store.
Since incorporation, TrendyFit.com has achieved the following milestones:
- Registered the domain name TrendyFit.com.
- Developed the brand image, logo, and mission statement for TrendyFit.com.
- Signed a dropshipping agreement with the company who will manufacture, fulfill order, and ship all items sold on TrendyFit.com.
- Began a social media campaign to develop hype for the upcoming brand.
TrendyFit.com Products
TrendyFit.com will offer the following ecommerce products:
- Fitness clothing
- Shoes
- Fitness accessories such as socks, headbands, and wrist wraps
- Bags
- Yoga mats
- Foam rollers
Industry Analysis
As a result of a significant shift from traditional retail to online retail, the E-Commerce industry is expected to grow to over $835 billion in the next five years. Data shows that consumers prefer the convenience of finding, comparing and purchasing products online easily and quickly.
The industry’s main drivers include faster internet speeds, an increase in mobile internet connections, accelerating per capita disposable income growth and the continued surge in internet traffic volume.
Strong economic conditions will also aid retailers that purchase inventory from overseas, while revenue growth and wage growth are expected to continue their strong trajectory over the next five years as technology continues to boost worker productivity.
The greatest opportunity for growth will come from product categories that were traditionally dominated by brick-and-mortar shopping, including groceries, major appliance products and clothing.
Download the ecommerce business plan template (including a customizable financial model) to your computer here <–
Customer Analysis
Demographic Profile of Target Market
TrendyFit.com will target all fitness enthusiasts and trendsetters in the United States and internationally. The target market will be social media savvy and spend a large portion of their day browsing through their social media sites. The ideal customer will be young, either in high school or college, a working professional, or a gym rat who frequents the trendiest fitness gyms and establishments.
The precise demographics for this portion of the United States are:
| Total | Percent | Male Percent | Female Percent | |
|---|---|---|---|---|
| Total population | 327,167,439 | (X) | (X) | (X) |
| AGE | ||||
| Under 5 years | 19,646,315 | 6.00% | 6.20% | 5.80% |
| 5 to 9 years | 19,805,900 | 6.10% | 6.30% | 5.80% |
| 10 to 14 years | 21,392,922 | 6.50% | 6.80% | 6.30% |
| 15 to 19 years | 21,445,493 | 6.60% | 6.80% | 6.30% |
| 20 to 24 years | 21,717,962 | 6.60% | 6.90% | 6.40% |
| 25 to 29 years | 23,320,702 | 7.10% | 7.40% | 6.90% |
| 30 to 34 years | 22,023,972 | 6.70% | 6.90% | 6.60% |
| 35 to 39 years | 21,571,302 | 6.60% | 6.70% | 6.50% |
| 40 to 44 years | 19,927,151 | 6.10% | 6.10% | 6.00% |
| 45 to 49 years | 20,733,440 | 6.30% | 6.40% | 6.30% |
| 50 to 54 years | 20,871,804 | 6.40% | 6.40% | 6.40% |
| 55 to 59 years | 21,624,541 | 6.60% | 6.50% | 6.70% |
| 60 to 64 years | 20,662,821 | 6.30% | 6.10% | 6.50% |
| 65 to 69 years | 17,107,288 | 5.20% | 5.00% | 5.50% |
| 70 to 74 years | 13,464,025 | 4.10% | 3.90% | 4.40% |
| 75 to 79 years | 9,378,512 | 2.90% | 2.60% | 3.10% |
| 80 to 84 years | 6,169,441 | 1.90% | 1.60% | 2.20% |
| 85 years and over | 6,303,848 | 1.90% | 1.40% | 2.50% |
Customer Segments
TrendyFit.com will primarily target the following customer profiles:
- High school students
- College students
- Young working professionals
- Fitness enthusiasts
- Trendsetters who focus on the fitness industry
Competitive Analysis
TrendyFit.com will face competition from other ecommerce businesses with a similar company profile. A summary of the competitor companies is below.
Direct and Indirect Competitors
Nike
Nike is a popular consumer products company that designs, develops, and markets their product line of footwear, apparel, equipment, and accessory products worldwide. It designs athletic, casual, and leisure footwear for men, women, and children. Nike’s footwear products include running, training, basketball, football, soccer, sport-inspired urban shoes, and children’s shoes. Nike, named for the greek goddess of Victory, also markets sports-inspired products for children and various competitive and recreational activities. Nike also sells sportswear under the Converse brand. The company, which generates some 60% of sales outside the US, sells through more than 1,090-owned retail stores worldwide and an e-commerce site, and to thousands of retail accounts, independent distributors, licensees and sales representatives. Customers in North America account for about 40% of total revenue.
Nike is headquartered in Beaverton, Oregon and was initially founded as Blue Ribbon Sports in 1962. The company rebranded as Nike in 1972 and the company went public in 1980.
Under Armour
Under Armour makes performance clothes for doing battle on the sports field and in the gym. The company offered collegiate, National Football League (“NFL”) and National Basketball Association (“NBA”) apparel and accessories, baby and youth apparel, team uniforms, socks, water bottles, eyewear and other specific hard goods equipment that feature performance advantages and functionality similar to our other product offerings. The company also makes technology that helps customers track their fitness. It sells online, by catalog, and through retail and outlet stores worldwide. Under Armour operates worldwide but generates most of its revenue in North America.
Under Armour’s marketing and promotion strategy begins with providing and selling their products to high-performing athletes and teams at the high school, collegiate and professional levels. They execute this strategy through outfitting agreements, professional, club, and collegiate sponsorship, individual athlete and influencer agreements and by providing and selling their products directly to team equipment managers and to individual athletes.
Under Armour was founded in Washington, DC, in 1996 and moved to Baltimore, Maryland, two years later. It promoted apparel specifically for athletes, fabric designed to keep them cool when it is hot and keep them warm when it is cold. It continued focusing on the sports world, inking supplier or licensing deals with the NHL, MLB, and USA Baseball in the early 2000s. Under Armour went public in 2005. The following year the company moved into footwear with a line of football cleats; it eventually became the official footwear supplier to the NFL.
Lululemon
Lululemon athletica inc. is a designer, distributor and retailer of lifestyle inspired athletic apparel and accessories. The Company’s segments include Company-operated stores and direct to consumer. Its apparel assortment includes items such as pants, shorts, tops, and jackets designed for a healthy lifestyle including athletic activities such as yoga, running, training, and other sweaty pursuits. It also offers fitness-related accessories. Its direct to consumer segment includes electronic commerce website www.lululemon.com, other country and region-specific websites, and mobile applications, including mobile applications on in-store devices. Its Company-operated stores include approximately 491 stores. Its Company-operated stores are branded lululemon and Ivivva. The Ivivva branded stores specializes in athletic wear for female youth. It also offers weekly live classes, on-demand workouts and one-on-one personal training through its subsidiary.
Download the ecommerce business plan template (including a customizable financial model) to your computer here <–
Competitive Advantage
TrendyFit.com will be able to offer the following competitive advantages over their competition:
- Most cost-effective trendy fitness apparel option compared to competition.
- Trendiest and most innovative fitness fashion designs available anywhere.
- 100% customer satisfaction money back guarantee with every product sold.
- A portion of all proceeds will go towards socially-conscious causes and non-profit charities.
Marketing Plan
Brand & Value Proposition
TrendyFit.com will offer the unique value proposition to its clientele:
- Most cost-effective trendy fitness apparel option compared to competition.
- All materials are made in the United States and made with the highest quality material.
- 100% customer satisfaction money back guarantee with every product sold.
Promotions Strategy
The promotions strategy for TrendyFit.com is as follows:
Social Media
TrendyFit.com will blow up social media sites with targeted ads and TrendyFit.com will be seen on all major social media sites (Facebook, Instagram, Twitter, YouTube, TikTok, SnapChat, etc.). A large portion of the funding will go towards purchasing targeted ads and having a creative team to develop the social media advertising.
Website & SEO Marketing
Devon’s creative team will also develop a professionally designed and visually appealing website to gear customers to when they click on the social media ad. The website will have a gallery of all the available products, shipping information, return information, FAQ’s, etc. The SEO will also be managed to ensure that anyone searching “trendy fitness apparel” or “trendy clothes for young adults”, will see TrendyFit.com listed at the top of the Bing or Google search engine.
Brand Ambassadors
TrendyFit.com will recruit a team of social media influencers who have over 100k followers on at least one social media site. By having the brand ambassadors post of TrendyFit.com and wear the clothing, TrendyFit.com will gain a massive amount of followers because one of their favorite internet celebrities is wearing the brand. The brand ambassadors will include a code in their post and will be paid a portion of revenue for whomever purchases from TrendyFit.com using that code.
Pricing Strategy
The pricing of TrendyFit.com will be moderate and on par with competitors so customers feel they receive value when purchasing its products.
Operations Plan
The following will be the operations plan of TrendyFit.com.
Operation Functions:
- Devon Ming will be Owner and CEO of TrendyFit.com. He will be in charge of strategy, growth, product design, and dropshipper communication.
- Two Customer Service Representatives to answer customer calls, emails, returns, and any other customer issues.
- Team of three Creative Designers to develop the website, social media posts, photography, SEO, and targeted ad campaigns on social media sites.
- TrendyFit.com will have an agreement in place with a dropshipper who will fulfill all product orders and ship them directly to the consumer. TrendyFit.com will not have its own warehouse, all product inventory and shipping will go through the dropshipper.
Download the ecommerce business plan template (including a customizable financial model) to your computer here <–
Milestones:
TrendyFit.com will have the following milestones completed in the next six months.
6/1/202X – Finalize agreement with dropshipping company for them to receive orders directly from TrendyFit.com website, fulfill them, and ship straight to consumers.
6/10/202X – Hire team of Creative Designers to begin design work on the TrendyFit.com website and social media platforms.
7/15/202X – Begin social media campaign for TrendyFit.com.
8/1/202X – Recruit team of brand ambassadors.
8/15/202X – Hire team of Customer Service Representatives.
9/1/202X – TrendyFit.com website officially launches and goes live. Customers are now able to place orders on TrendyFit.com.
Management Team
Devon Ming will be the Owner and CEO of TrendyFit.com.
Devon Ming, Owner
Devon Ming is a native of San Jose, California and attended college in Cambridge, Massachusetts at Harvard University. After subsequently being accepted into Harvard’s prestigious business school and graduating, Devon spent the next three years developing the brand image, vision, and researching products for TrendyFit.com. Devon wanted to utilize his Master’s degree in Business Strategy & Marketing, and has devoted all of his time and energy into launching his ecommerce store.
As CEO of TrendyFit.com, Devon will oversee the strategy and development of the company. He will be in constant communication with the dropshipper, creative team, and customer service representatives. He values the customer service representatives as much as the rest of the team because he wants to get involved on customer feedback and any issues they are having. He can then implement those issues and feedback to the creative team and adjust product design if necessary. He will also ensure complete customer satisfaction and make sure the dropshipper is aware of any customer issues with product packaging and delivery.
As TrendyFit.com becomes more and more popular, Devon will be prepared for growth and hire a CFO when necessary and when the company is able to afford to do so. When the company is primed for growth and its dominance in the market is made, Devon and future CFO will strategize on a plan to take the company public.
Financial Plan
Key Revenue & Costs
The revenue drivers for TrendyFit.com will be the revenue obtained from all products sold on TrendyFit.com.
The cost drivers will be the cost to maintain the dropshipper per the contract. The dropshipper will receive fees on all products it fulfills and ships. Other cost drivers will be the salaries for the creative team and customer service representatives. Lastly, other cost drivers will be the costs for purchasing targeted ads on various social media sites and maintaining the website.
Download the ecommerce business plan template (including a customizable financial model) to your computer here <–
Funding Requirements and Use of Funds
TrendyFit.com is seeking $200,000 in debt financing to launch TrendyFit.com. The funding will be dedicated for the down payment with the dropshipping company, three months of payroll expenses for the creative team and customer service representatives, and any business licensing necessary. There will also be funding dedicated to the social media campaign and website development. The breakout of the funding is below:
- Dropshipper Good Faith Down Payment: $50,000
- Payroll Expenses for Creative Team and Customer Service Reps (3 mos): $60,000
- Social Media Campaign & Website Development: $80,000
- Contingency and any necessary licensing: $10,000
Key Assumptions
The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.
- Number of Initial Visitors to TrendyFit.com per Month: 1,000
- Revenue per Month: $50,000
Financial Projections
Income Statement
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| Revenues | ||||||
| Total Revenues | $360,000 | $793,728 | $875,006 | $964,606 | $1,063,382 | |
| Expenses & Costs | ||||||
| Cost of goods sold | $64,800 | $142,871 | $157,501 | $173,629 | $191,409 | |
| Lease | $50,000 | $51,250 | $52,531 | $53,845 | $55,191 | |
| Marketing | $10,000 | $8,000 | $8,000 | $8,000 | $8,000 | |
| Salaries | $157,015 | $214,030 | $235,968 | $247,766 | $260,155 | |
| Initial expenditure | $10,000 | $0 | $0 | $0 | $0 | |
| Total Expenses & Costs | $291,815 | $416,151 | $454,000 | $483,240 | $514,754 | |
| EBITDA | $68,185 | $377,577 | $421,005 | $481,366 | $548,628 | |
| Depreciation | $27,160 | $27,160 | $27,160 | $27,160 | $27,160 | |
| EBIT | $41,025 | $350,417 | $393,845 | $454,206 | $521,468 | |
| Interest | $23,462 | $20,529 | $17,596 | $14,664 | $11,731 | |
| PRETAX INCOME | $17,563 | $329,888 | $376,249 | $439,543 | $509,737 | |
| Net Operating Loss | $0 | $0 | $0 | $0 | $0 | |
| Use of Net Operating Loss | $0 | $0 | $0 | $0 | $0 | |
| Taxable Income | $17,563 | $329,888 | $376,249 | $439,543 | $509,737 | |
| Income Tax Expense | $6,147 | $115,461 | $131,687 | $153,840 | $178,408 | |
| NET INCOME | $11,416 | $214,427 | $244,562 | $285,703 | $331,329 |
Balance Sheet
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| ASSETS | ||||||
| Cash | $154,257 | $348,760 | $573,195 | $838,550 | $1,149,286 | |
| Accounts receivable | $0 | $0 | $0 | $0 | $0 | |
| Inventory | $30,000 | $33,072 | $36,459 | $40,192 | $44,308 | |
| Total Current Assets | $184,257 | $381,832 | $609,654 | $878,742 | $1,193,594 | |
| Fixed assets | $180,950 | $180,950 | $180,950 | $180,950 | $180,950 | |
| Depreciation | $27,160 | $54,320 | $81,480 | $108,640 | $135,800 | |
| Net fixed assets | $153,790 | $126,630 | $99,470 | $72,310 | $45,150 | |
| TOTAL ASSETS | $338,047 | $508,462 | $709,124 | $951,052 | $1,238,744 | |
| LIABILITIES & EQUITY | ||||||
| Debt | $315,831 | $270,713 | $225,594 | $180,475 | $135,356 | |
| Accounts payable | $10,800 | $11,906 | $13,125 | $14,469 | $15,951 | |
| Total Liability | $326,631 | $282,618 | $238,719 | $194,944 | $151,307 | |
| Share Capital | $0 | $0 | $0 | $0 | $0 | |
| Retained earnings | $11,416 | $225,843 | $470,405 | $756,108 | $1,087,437 | |
| Total Equity | $11,416 | $225,843 | $470,405 | $756,108 | $1,087,437 | |
| TOTAL LIABILITIES & EQUITY | $338,047 | $508,462 | $709,124 | $951,052 | $1,238,744 |
Cash Flow Statement
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| CASH FLOW FROM OPERATIONS | ||||||
| Net Income (Loss) | $11,416 | $214,427 | $244,562 | $285,703 | $331,329 | |
| Change in working capital | ($19,200) | ($1,966) | ($2,167) | ($2,389) | ($2,634) | |
| Depreciation | $27,160 | $27,160 | $27,160 | $27,160 | $27,160 | |
| Net Cash Flow from Operations | $19,376 | $239,621 | $269,554 | $310,473 | $355,855 | |
| CASH FLOW FROM INVESTMENTS | ||||||
| Investment | ($180,950) | $0 | $0 | $0 | $0 | |
| Net Cash Flow from Investments | ($180,950) | $0 | $0 | $0 | $0 | |
| CASH FLOW FROM FINANCING | ||||||
| Cash from equity | $0 | $0 | $0 | $0 | $0 | |
| Cash from debt | $315,831 | ($45,119) | ($45,119) | ($45,119) | ($45,119) | |
| Net Cash Flow from Financing | $315,831 | ($45,119) | ($45,119) | ($45,119) | ($45,119) | |
| Net Cash Flow | $154,257 | $194,502 | $224,436 | $265,355 | $310,736 | |
| Cash at Beginning of Period | $0 | $154,257 | $348,760 | $573,195 | $838,550 | |
| Cash at End of Period | $154,257 | $348,760 | $573,195 | $838,550 | $1,149,286 |
Free Business Plan Template PDF for an E-commerce Business
You can download our free e-commerce business plan template PDF here. This is a business plan template you can use in PDF format. You can easily complete your ecommerce business plan using our Ecommerce Business Plan Template here.
Ecommerce Business Plan FAQs
What is an Ecommerce Business Plan?
An e-commerce business plan is a plan to start and/or grow your online business. Among other things, it outlines your business idea, identifies your target customers, presents your marketing strategies and details your financial projections.
What are the Essential Steps to Launch a Successful Ecommerce Business?
Launching an e-commerce business is an exciting venture with the potential for substantial rewards. To maximize your chances of success, follow this strategic roadmap.
1. Conduct In-Depth Market Research: Thoroughly analyze your target market, identify consumer pain points, and discover product gaps. This research will be the cornerstone of your business strategy, informing product selection, pricing, and marketing efforts.
2. Craft a Compelling Business Plan: Develop a solid business plan outlining your business goals, target audience, unique value proposition, business model, sales strategies, and financial projections. This document will serve as your roadmap and a valuable tool for attracting potential investors or securing loans.
3. Choose a Profitable Product Niche: Select a product niche that aligns with your passion and possesses strong market demand. Consider factors such as competition, profit margins, and scalability when making your decision.
4. Build a Strong Brand Identity: Create a memorable brand name, logo, and visual identity that resonates with your target audience. Develop a compelling brand story to foster customer loyalty and emotional connections.
5. Develop a User-Centric E-commerce Store: Design an online store that is visually appealing, easy to navigate, and optimized for conversions. Prioritize fast loading times, clear product descriptions, high-quality images, and secure checkout processes.
6. Source Reliable Suppliers: Establish relationships with reputable suppliers who can provide high-quality products at competitive prices. Consider factors such as order fulfillment times, shipping options, and return policies.
7. Optimize Pricing Strategy: Conduct thorough market research to determine competitive pricing for your products. Implement effective pricing strategies, such as discounts, promotions, and tiered pricing, to maximize revenue and profitability.
8. Masterful Marketing and Promotion: Develop a comprehensive marketing strategy that leverages various sales channels, including social media, search engine optimization (SEO), email marketing, and paid advertising. Create compelling content that engages your target audience and drives traffic to your store.
9. Fulfill Orders Efficiently: Implement a streamlined order fulfillment process to ensure timely and accurate delivery of products. Consider using order management software and partnering with reliable shipping carriers.
10. Prioritize Customer Satisfaction: Build a strong customer support system to address inquiries and resolve issues promptly. Encourage customer feedback and implement improvements based on customer insights.
By following these steps and continuously adapting to market trends, you can build a thriving e-commerce business that generates sustainable profits.
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