How to Start Ghost Commerce? A Beginner’s Guide [2024]


We believe that you have heard about the concept of ghost commerce several times when playing around the business forums. However, do you know how to start ghost commerce?

And once this thought might pop into your mind in one second, the chance to change your business life is also on the way!

What are you waiting for? Let’s take a look at this step-by-step guide to start a ghost commerce!

1. How to start ghost commerce in 7 steps 

Before we dive deeper into a guideline on how to start ghost commerce, let’s do a quick test first. What is ghost commerce and how does it work? 

Regarding the definition of ghost commerce, simply put, it can be said to be a new concept of reselling products or services of others under your own brand. It shares some similarities with other concepts like dropshipping or affiliate marketing. 

However, ghost commerce is still characterized by several typical keywords, including curated products, brand focus, no inventory holding, and personalized customer service, that set this new concept apart from others.

And rest assured that this making-money opportunity is totally legal and you can start it from today.


After getting a comprehensive overview, it’s high time to explore how to become a ghost commerce!

Step 1: Select a niche 

First of foremost, you need to conduct detailed research to choose a specific niche or product category to focus on. Make sure that you fully understand the market demand, competition, and target audience as well, to make the last decision on what you will sell.

Step 2: Choose products and suppliers 

In the process of finding reliable suppliers or manufacturers, let’s consider partners with good-quality products, efficient shipping, and clear terms. Also, they should be located in your main target market to allow quick delivery, an important factor in buying decisions.

Make sure that your curated product collections are selected and organized carefully and professionally for your business.

Step 3: Build your brand

We all know that branding makes a big contribution to the success of a ghost commerce business. When customers receive a branded item, they are more likely to remember your brand for a longer period of time.

A strong visual identity helps your ghost commerce brand stand out and be memorable. This includes your logo, color scheme, typography, and overall design aesthetic. 

And do not underestimate the importance of having a consistent brand voice in your advertising. It is recommended to spend some time working out the look that resonates with your audience and aligns with your brand’s personality.

Step 4: Set pricing strategy


You can base on the principle to set the pricing strategy that an established service business needs to make 15% net profit on revenue.

Looking at what the total annual expenses are as a percentage of revenue then determines the gross margin of what is sold from the costs of the sale.

Step 5: Promote your business

Various marketing strategies in this guide on how to get into ghost commerce will help you create a strong brand identity.

Let’s take a closer look at each one so you can determine which fits your business model and budget:

  • Content marketing (blogs, infographics, videos, etc.)
  • Search engine optimization (SEO)
  • Email marketing
  • Social media marketing
  • Local marketing
  • Pay-per-click (PPC)
  • Affiliate marketing
  • Influencer marketing

Depending on what you’re selling, how developed your business already is, who your target audience is, and so on, you will find something that works best for you.

Step 6: Provide excellent customer service

Wherever the customers are happy, the business flies. If you want your ghost commerce business to fly high, make sure you are offering amazing customer service to your customers.

Step 7: Use analytics tools 


The numbers speak for themselves, so the analytics tools will help you track sales, tell you the customer behavior, and how your business is performing. This data can help you make informed decisions to optimize your store and tell you how to make money with ghost commerce.

2. Tips for starting successful ghost commerce 

When learning how to get into ghost commerce, you can keep in mind these helpful tips:

2.1. Offer personalized customer service

When coming to differences between ghost commerce vs affiliate marketing, tailor-made and exceptional customer service plays a key characteristic of this new concept. 

If you choose affiliate marketing, it is not your task to handle all the questions of customers about products or check the shipping status for them. But with ghost commerce, personalized customer support can decide your business success.

Make sure that your customers can enjoy the best shopping journey with you.

2.2. Research your competitors

You need to prepare a list of at least the top 50 competitors you’ll have in the niche you choose. Research each one of them, and find out what sets them apart from other parts of the market. See what they do right to learn, and even what they do wrong to avoid. 

Check what the public says and find out what your potential customers will love and hate, and what they are expecting from your business.

Figure out what all of them have in common. You can try out the same color scheme as one of the best competitors.

2.3. Set the product price of between $100-200

Transportation costs will indeed eat into your profit margins, so it is wise to choose lightweight products with low shipping costs. Likewise, if you choose a product that is easy to operate, even if the customer cannot figure out how to use it, you are unlikely to be “bombed” by the return. 

By choosing mid-priced products of approximately $100-200, you can also ensure that each of your products can make enough profit without having to sell thousands of products.

2.4. Focus on building brand

When comparing ghost commerce vs dropshipping, brand focus is one of the key differences. While branding might not be the core value in the marketing strategy of dropshipping, ghost commerce needs to create a strong brand identity.

It will create an experience for consumers, allowing them to remember you and your ghost commerce business.

2.5. Find suppliers on the internet

Alibaba and AliExpress are one of the biggest free sources to find suppliers. They have a rating and verification system that helps you to understand the credibility of the supplier. By looking at the reviews you can have an idea if the supplier is reliable or not.


2.6. Take most advantage of social platforms

Some experienced store owners agree that it is easy to start building an audience before you launch your online store. It means that you can use social platforms to start building an audience first then get started with your webpage on Shopify or WooCommerce.

3. Successful ghost commerce examples 

3.1. Mejuri

When walking around this online jewelry store, you can find a vast array of hand-picked collections. Although they collaborate with third-party logistic providers for fulfillment, personalized customer service of Mejuri will make sure that their customers can experience a smooth and awesome journey from beginning to end. 

We can take Mejuri as a successful example of ghost commerce when it achieves strong brand identity in this industry by providing exceptional online shopping experience instead of depending on traditional retail channels. 

There is no doubt that Mejuri is an ideal choice to fulfill the wardrobe of any fashionista.

3.2. Away 


This online luggage store destination will allow you to access the best suitcases, bags, and accessories from famous brands. You can enjoy a top-notch customer experience here with a dedicated support team who is willing to help you handle any questions and requirements.

By focusing on creating a strong brand identity with its well-decorated website, Away can build its own reputation and achieve success as a ghost commerce business.

If you are looking for how to start a ghost commerce business without having to own a physical storefront, why don’t you get started with another Away?

4. Conclusion

In conclusion, how to start ghost commerce is not an easy question. This concept is still new, but why don’t you become a pioneer in your own business journey? It will be an amazing and memorable story, we believe.

And let eComStart become your close friend in this journey. Check out more valuable insights and guidelines from us and toward your success today!

5. FAQs

Experienced software manager with expertise in System Architecture, BIM, Business Analysis, Software Development, and Project Management, holding an Engineer's degree. With 8 years of dedicated experience in both software and ecommerce, I've successfully guided numerous ventures to launch. Excited to contribute innovative article ideas to your website.

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