Competing with Bots on the Internet: The Struggles of Starting an Online Business

In October of 2019, my freshman year of high school, I opened my Etsy shop. I had three listings: winter holiday-themed stickers, YouTuber fan art, and art commissions. As a high schooler, this accomplishment seemed overwhelming. But first, I needed to make some sales.

Making my first sale was difficult—near impossible without reviews or credibility. This is a problem exemplified now with bot accounts on websites like Etsy and Redbubble—where people and machines create numerous businesses at once by selling the same fake items and putting up bot reviews. With the home pages of these websites being flooded with spam item listings, my new shop initially struggled to stand out. I was simply being outnumbered by machines.

The solution? I became credible by joining a credible community of like-minded artists pursuing a similar passion. We would shout out each other’s businesses, give advice on which manufacturers to use, and support one another at in-person art markets. Having this community completely changed the way I’ve run my business for the better and motivated me each step along the way.

With sites like LemonJuice, small business owners can showcase who they are behind the product alongside their passion for the craft—just as I had done with my own community. I, like many business owners, used social media accounts to promote and highlight my products. However, followers aren’t customers. Social media is a start, but put yourself in your customer’s situation. Would you buy from a shop without reviews?

Being a small business owner of five years, I’m ecstatic to use my experience to foster a platform that both supports small businesses and lends them the credibility they need to make sales. The support of peers and those who understand what it means to run a small business, and the barriers that prevent founders from succeeding, are the ones who can support you best.

So let’s support each other, together.