Business leaders must match their sales channel to real demand and take action when momentum hits.

BY ELIZABETH GORE, CO-FOUNDER AND PRESIDENT @ELIZABETHGOREUS

Illustration: Getty Images

Choosing the right first sales channel can shape everything that follows for a small business. Many founders get stuck debating whether to start online, in retail, or selling wholesale. According to recent data, e-commerce now represents about 16.3% of all U.S. retail sales as of Q2 2025. Meanwhile, among small businesses, 44% now sell online only, 16% sell in-person only, and 41% combine online and in-person sales—showing a clear shift toward hybrid or fully digital sales models. 

Founders often rush into online,

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