SELLING YOUR BOOKS ONLINE: A BEGINNER'S GUIDE FOR AUTHORS

For all authors, selling your books online can be an exciting but daunting endeavour. Whether you’re launching your first book or expanding your sales channels, understanding the basics of e-commerce is essential. This article will walk you through the key considerations, common pitfalls, and some affordable e-commerce solutions available in Australia, helping you navigate the world of online book sales with confidence.

Why Sell Your Books Online? Selling your books online offers several advantages:

• Direct Revenue: When you sell through your website, you bypass traditional bookstores and distributors, allowing you to retain a larger share of the profits. There are no hefty discounts to retailers or wholesalers, and you set your price and special offers.
• Control Over Branding: You have complete control over how your book is presented, from the imagery and descriptions to promotional offers. This ensures that your brand remains consistent across all platforms.
• Direct Connection with Readers: Selling online lets you build a direct relationship with your readers, fostering loyalty and potentially increasing future sales.

However, with these advantages come certain responsibilities and challenges that you’ll need to navigate.

Choosing the Right E-Commerce Platform
We can’t begin to tell you how many authors have come to us with ridiculous quotes for website development. We can set up a website - with or without ecommerce options - for a fraction of the price using numerous e-commerce platforms that are popular and affordable.

We encourage you to do your research and compare what will work best for you in terms of functionality, templates (design) and pricing. Here are some options to get you started on your e-commerce journey:

• Squarespace is a popular all-in-one website builder that offers robust e-commerce features, making it an excellent option for indie authors looking to sell their books online. We use Squarespace a lot! Their basic commerce option is AUD 34 a month but there are cheaper options.
  Check it out: https://www.squarespace.com/websites-start/
• Shopify is a leading e-commerce platform known for its ease of use and extensive features. It offers various pricing plans, starting at AUD 42 per month, making it a solid choice for beginners. Shopify also integrates with various payment gateways, including Afterpay, which is popular in Australia.
  Learn more https://www.shopify.com/au
• Square Online: We use Square purely as a credit card processing facility but Square Online https://squareup.com/au/en/online-store is another budget-friendly option that offers a free plan with basic features. It’s particularly well-suited for authors looking to integrate in-person sales (such as at schools or libraries) with online sales. Square Online is a popular choice for many online sellers because it’s easy to use and free to get started however it’s important to keep in mind that you’ll still have to pay for payment processing on each transaction. You can read a review on Forbes
• Big Cartel: We came across an alternative that may work for authors with a small catalogue. Big Cartel offers a free plan that allows you to list up to five products, with paid plans starting at USD 15 per month. It’s simple and straightforward, though it lacks some of the advanced features of more expensive platforms. https://www.bigcartel.com/product/pricing

Each platform has its pros and cons, so it’s important to choose one that matches your needs and budget. And don't be afraid to ask other authors what they like - or don't like - about the platform they use.

Packaging and Postage Considerations
Selling online means you’re responsible for packaging and shipping your books. This can be more complex and costly than many new authors realise.

• Postage Costs: Sending a book from one state in Australia to another can vary depending on the size and weight of the package. As of 2024, Australia Post’s standard parcel rates range from around AUD 9.70 for small parcels (under 500g) to AUD 15.70 for parcels up to 2kg. For express shipping, expect to pay more. Offering free or flat-rate shipping can attract customers but may eat into your profits, so it’s crucial to price your books accordingly.
• Packaging Costs: Good quality packaging protects your books during transit and creates a professional impression. Expect to pay between AUD 1 to AUD 2 per unit for basic bubble mailers or cardboard mailers. Custom packaging can cost more but may be worth the investment if it enhances your brand.

Managing Customer Expectations
Running an online store means you’ll be responsible for customer service. Responding to inquiries, processing orders, and handling returns can be time-consuming. Also e-commerce sites operate 24/7 - how are you going to process orders when you are on holidays? A little something to think about...

To ensure a smooth experience:

• Set Clear Delivery Expectations: Make sure your website clearly states delivery times, especially if you’re shipping from a remote location. This helps manage customer expectations and reduces the risk of negative reviews.
• Automate Where Possible: Many e-commerce platforms offer automation tools to help manage orders and send out delivery notifications. Use these features to save time and reduce errors. Make the most of the Australia Post app for example to share advance shipping notices - and updates - to your customers.
• Provide Excellent Customer Service: Promptly responding to customer inquiries is vital. Delays in answering questions can lead to lost sales, so consider setting up an FAQ section on your website to address common queries.

A few more things to consider:

• Look for a platform with integrated marketing tools. Squarespace, for example, comes with a range of built-in marketing tools that can help you promote your books:
  • Email Campaigns: You can create and send email newsletters directly from Squarespace. This feature allows you to keep your readers updated on new releases, events, book signings, awards, or special promotions.
  • SEO Optimisation: Squarespace is designed with search engine optimisation (SEO) in mind. You can easily edit meta tags, descriptions, and URLs to ensure your site ranks well on search engines like Google. This is crucial for attracting organic traffic to your site.
  • Social Media Integration: Squarespace allows you to connect your website with your social media accounts, making it easy to share content and drive traffic to your store. X APIs have been problematic in some platforms since Elon took over but other integrations usually function quite well.
  • Analytics and Reporting are important - you need to understand how your website is performing is key to growing your online sales. Your platform should provide detailed analytics that show you where your visitors are coming from, what pages they’re viewing, and how they’re interacting with your content. You can track sales, monitor inventory levels, and gain insights into your audience’s behaviour, which can inform your marketing strategies.

Final Thoughts
Selling your books online is a rewarding venture that offers the potential for increased revenue and closer connections with your readers. However, it’s important to approach it with a clear understanding of the associated costs and responsibilities. By choosing the right e-commerce platform, planning for packaging and postage, and being prepared to manage customer expectations, you can create a successful online sales channel that complements your publishing efforts.

Remember, selling online is not just about putting your book up for sale; it’s about providing a seamless and positive experience for your readers. With careful planning and a bit of effort, you can turn your online store into a thriving part of your author business.

Good luck!