Preparing for Amazon FBA: How to start an Amazon FBA business and gain access to their popular fulfilment service
More and more people want to participate in the ever booming online sector. One of the easiest ways is probably Amazon’s world-renowned FBA fulfillment service. With FBA – short for “Fulfillment by Amazon” – retailers can benefit from the US company’s global shipping and logistics network directly. The entire fulfilment process, including international customer service, is outsourced to Amazon in exchange for a corresponding added fee. For business owners this means that the “only” things they have to take care of now are product procurement and marketing. In addition, retailers benefit from the automatic Prime status of their products, comparatively simple international expansion and fast delivery times.
For ambitious Amazon newcomers, it is important to internalize the company’s mantra as quickly as possible: “The customer is king”. Like no other company, the US online giant stands for this over 100-year-old, iconic guiding principle of the British entrepreneur Harry Gordon. Company founder Jeff Bezos has always made it his mission to become “the most customer-centric company in the world”. His success proves him and his almost 1.3 million employees right: year after year, new record results are achieved; most recently, total sales increased by an incredible 38 percent to 386 billion US dollars. A breathtaking development that is fuelled by the advancing digitalisation of our everyday lives and offers immense profit opportunities for retailers.
Consequently, the most successful providers in the competitive marketplace are those who know best how to fulfil the wishes and needs of their own clientele – or even more, to exceed them. In this article, we would like to show you how you too can be starting an Amazon FBA business and what is important when selecting products and manufacturers. We also provide helpful tips for sustainable success on Amazon. We have already discussed many of the basic guidelines in more detail in separate articles, so we can refer to them within the appropriate sections of this article and thus focus on how to start an Amazon FBA business and the special features of the Amazon Fulfillment Service.
As a side note: If you already have your own online store, this is not an obstacle on your way to successfully starting an Amazon FBA business. On the contrary: in combination with our listing tool magnalister, you work under ideal conditions for an easy and smooth start. Together with Amazon’s multi-channel shipping (MCF), you can even have your own Amazon store and ship products that are sold via your own online store. This means that the proactive, parallel development of your own online store can make a significant contribution to minimizing your risk. You can also find out more about this below.
You can find out more about the core features of the magnalister marketplace interface and the possibility of testing the plugin with full functionality in a 30 day free trial here:
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Table of Contents
First things first: A beginners guide for starting an Amazon FBA business that covers everything that needs to be considered in the run-up to registration
The start-up capital: What basic investment is necessary for successfully starting an Amazon FBA business
The heart of your Amazon business: What makes a successful FBA product and how to successfully do product research even without prior knowledge when starting an Amazon FBA business
Bonus tip: With magnalister you can link well-known online marketplaces such as Amazon and eBay directly to your own online store – this means in addition to increased sales you also ensure more independence
Conclusion: Starting an Amazon FBA business and using their fulfilment service holds immense opportunities for merchants of all levels – good preparation is essential to gain a foothold in the competitive marketplace
First things first: A beginners guide for starting an Amazon FBA business that covers everything that needs to be considered in the run-up to registration
Once you have decided to sell your own products on Amazon’s gigantic marketplace, the drive is usually enormous – especially if you are completely new to online trading. This is perfectly understandable, since the vision of a successful brand of one’s own is a dream come true for many. But no matter how mature your plans may already be, you first have to take care of a few important things beforehand, without which even the best product idea cannot take off. Don’t worry: most of the following points can be taken care of quickly and easily. However, due to possible waiting times for identification numbers and documents, they should be tackled as early as possible.
A quick reminder: Starting an Amazon FBA business can be classified as self-employment – and that comes with its own challenges
Before we enter the world of concrete terms and to-do-lists, we would first like to say a few words about the subject matter. Admittedly, Amazon makes it comparatively easy to get started in entrepreneurship. Contrary to the impression one often gets, starting an Amazon FBA business must also be understood as a step towards self-employment. Even if you can start your own business on a small scale respectively on a part-time basis, you should in no way underestimate the obligations that come with it.
Once again, the opposite is the case: in the run-up to setting up one’s own business, everyone should ask themselves a series of questions aimed at determining their suitability and readiness for independent business. Of course, this is especially true if significant amounts of money are invested or even if other professional activities are given up for this purpose. Beyond that, one’s own success stands and falls with sensible preparation, a clear structure and realistic expectations. In our big Amazon guide for beginners, we therefore dedicate a separate chapter to this topic – it pays to stop by!
Starting a business and other important tasks – a step by step guide on how to start an Amazon FBA business
We have already mentioned it: Unless you already have your own business, some absolutely fundamental things have to be ticked off first. It is advisable to take care of all these things early on, as some of the documents are needed for the further steps you need to take in the actual marketplace. Especially in the bureaucratic stronghold of Germany, it can take several weeks or even months for the documents to be issued. As is often the case, the early bird catches the worm.
Among other things, the following must be worked through:
- Setting up a company: Obviously, a company must be set up to sell one’s own products. The “perfect legal form” does not exist even in the case of Amazon’s FBA fulfilment service. Why? Quite simply: it depends to a large extent on one’s own prerequisites, but also on one’s personal goals. If the annual revenue targets do not exceed 26,000 euros, you can, for example, make use of the small business regulation. This offers numerous advantages in terms of taxes and documentation requirements. If you are a more ambitious trader, there are numerous alternatives, such as the classic sole proprietorship, a partnership under civil law or corporations such as the Ltd. Many traders start out as sole proprietors, for example, until they change their legal form to a corporation at some point if they are successful. You can find a great overview of the respective options here.
- Open a business account: Having your own business bank account is almost essential for clean and proper bookkeeping and is required for most legal forms of companies. Again, the opening process is not done overnight, so appropriate research should be done early on. Before we forget: A credit card is required to open your own Amazon account.
- Apply for a tax number, VAT ID and EORI number: The first two are generally required to trade on Amazon and can be applied for directly at your local tax office. The EORI number (Economic Operators’ Registration and Identification) is required for importing goods from abroad and makes customs clearance significantly easier by quickly identifying you as a trader. The EORI number can be applied for free of charge on the official website of the German customs bureau. To avoid double effort, you should already have both your tax number and VAT ID ready before filing your EORI application.
- Check the need for insurance: Provided you opt for a sole proprietorship or as part of a partnership for a GbR, the full liability risks of your entrepreneurial activities lie with you and your private assets. It is therefore important to insure yourself against existing risks. Depending on your decision about what to sell on Amazon FBA (the type of product) and the countries which you would like to sell your products to, these can differ considerably. We therefore recommend consulting an expert in any case. Of course, the situation is a little different for the limited liability companies / corporations. But even here, liability and legal expenses insurance can make sense.
It may already be apparent: by handing over the fulfilment process to Amazon fulfillment itself, established traders can save themselves a lot of work. Costly tasks that usually require a lot of effort such as renting one’s own warehouse or negotiations with freight forwarders are basically no longer necessary for FBA retailers or users of the MCV programme. In addition, in the medium term there is the prospect of selling one’s own products internationally without comparable effort. This is because Amazon maintains logistics centres respectively Amazon FBA warehouses all over the world as part of its FBA programme. More information can be found in our article on international sales with Amazon.
Registering with Amazon is quick – here’s what you need to know
Basically, it is completely irrelevant whether you are starting an Amazon FBA business, using Amazon’s FBA fulfilment service or if you are selling your products on your own – the process remains the same. For more information, for example on the actual registration process, we recommend our big Amazon beginner’s guide as well as our articles on sales preparation and other tips & tricks for opening a shop.
You can easily open your Amazon seller account via this link. If you already have your own customer account, you can alternatively register as a seller via the tabs “My account” and the sub-items “Other accounts” and “Sell on Amazon”. Important notice: At the current time (as of June 2021), two different plans are offered, which differ in pricing and scope of services.
As a so-called individual seller (also called “basic account” or “basic seller account”), there is no fixed monthly fee. Instead, you pay a flat rate of 0.99 USD per item sold in addition to the percentage sales fees. In contrast, the “Professional” plan (“Professional Seller Account”) is available to you for 39.00 USD per month. The advantages are clear: no flat fee and valuable additional features such as sales statistics and performance reports. In addition, you qualify for the so-called “Buy-Box” (“shopping cart field”), which can boost your sales considerably.
In short, if you start your Amazon adventure with certain ambitions, you are generally better off with the Professional Seller Account. From 40 units sold per month – which is probably a manageable amount – this is also worthwhile from a purely financial point of view. However, if you want to try it out first or are likely to achieve only small sales volumes, you can also start as an individual seller first. The plan can be changed at any time and without any red tape.
Practical tip: When registering, the Professional plan is selected by default. You can change to the basic seller account via the “Pricing” tab in the navigation bar.
The start-up capital: What basic investment is necessary for successfully starting an Amazon FBA business
Opinions of how much start-up capital is needed often differ. From 120 to several thousand USD, just about every amount is claimed to be the right one in the endless expanses of the Internet. The truth? Probably somewhere in the middle. This question cannot be answered unequivocally and definitively, because the sum depends on a multitude of variables. Relevant factors include, for example:
- Which products do I want to sell? What are the purchase and sales prices and sales volumes?
- What are my individual assets? Do I possibly already have a partner network or do I have my own helpful expertise (marketing, etc.)?
- Which additional services – Amazon Fulfilment etc. – do I want to use?
- Based on this: what margin can I expect for the targeted products and what sales expectations do I have in the short, medium and long term?
- And last but not least: How much time can I allow myself for my plans to materialize?
In other words, the required start-up capital is the result of an equation of various components that differ from one (sales)person to the next. Of course we understand that this answer is probably not very satisfactory especially if one does not yet have any idea of the dimensions. Therefore, two exemplary case studies are given below for basic orientation:
Case study 1: Financial risk as low as possible, online trading as a part-time job, long planning horizon – starting capital from approx. 600 USD
This scenario applies, for example, to traders who would like to test their business model first – be it in the sub-sector of Amazon online trading or self-employment in general. Rapid sales growth, for example through aggressive advertising campaigns or expansion abroad, is very difficult to achieve and usually not even intended. Usually, a basic account is absolutely sufficient for this.
The selection of possible products is typically limited to very inexpensive and small, light items such as a tea strainer or a lemon squeezer (real classic examples in FBA jargon). These can not only be purchased in sufficient quantities, but are also more cost-efficient from a fulfilment perspective or with regards to services such as Amazon fulfilment. There are also sacrifices to be made concerning packaging, product photos and other marketing content (unless you happen to be able to take care of these yourself). Not to be forgotten are the fixed costs for things like business registration, EAN numbers or even insurance, which of course also need to be taken into account in the cost calculation. With a minimum start-up capital of about 500 EUR, you can slowly get your own small online store rolling.
Case study 2: Greater willingness to take risks and higher ambition, high quality of offer, online trade as a part-time or full time job – start-up capital approx. 3,600 USD
The majority of (future) Amazon traders are likely to be found in this category. The business is started by many as a part-time job and as individual sellers – the most successful of them moult into large online stores with strong brand names within a few years. In addition to the appropriate start-up capital, this naturally requires a good portion of motivation, stamina and, last but not least, discipline.
As far as the product philosophy is concerned, little is usually left to chance. In-depth product research and analysis with the help of modern tools such as “JungleScout” or “Helium 10” are just as much part of the standard repertoire of these ambitious traders as an all-round optimized product listing. Our separate article on tips and tricks for opening an online store will tell you in detail about what is important to achieve a successful listing. In addition, it is crucial to avoid empty stock where possible in order to improve the internal Amazon ranking of the products in the search results. Early reordering of goods requires additional capital.
By the way: A higher start-up capital does not necessarily equate to more expensive, larger and heavier products. Rather, it gives you more scope in terms of the types of products you can sell. Especially when starting an Amazon FBA business, you should always keep a keen eye on cost-efficient fulfilment. The larger and heavier the products, the higher the storage and shipping fees charged by Amazon under the FBA programme. You can see now why it is so important to determine what to sell on Amazon FBA. But more on that below.
So what is the ideal investment to start off with? In any case, really ambitious retailers should not skimp on start-up capital. Those who want to offer their future customers a high-quality product and a satisfying shopping experience – and this is precisely what Amazon is all about – have to accept not only a time investment but also a certain financial outlay. However, those who prefer a slower approach also have the chance to get to know the marketplace better for a small initial investment.
If you are already an established trader with your own online store and existing products, you simply have to weigh up the various options. In addition to independent fulfilment and classic FBA, Amazon’s fulfilment service MCV can offer great added value, especially in combination with magnalister. More on this further down in the text.
The heart of your Amazon business: What makes a successful FBA product and how to successfully do product research even without prior knowledge when starting an Amazon FBA business
Your product or your range is the very centre of your business. In our how-to on Amazon product research, we have gone through the entire process in detail, from the product ideation phase to long-term success strategies. However, when using Amazon’s fulfilment service, there are some special features that FBA merchants should take into account when choosing their items. Below we summarize the most important factors of successful products that help you determine what to sell on Amazon FBA. We then take a closer look at the requirements for starting an Amazon FBA business.
We recap: What distinguishes a promising e-commerce product from the customer’s point of view
A whole series of important product characteristics can be easily found when asking oneself a few simple questions. Why do I order products in the first place and what do I mostly look for in my selection? What constitutes a satisfactory shopping experience for me?
Typically, one comes to the following conclusions quite quickly, which at the same time represent important core characteristics of successful e-commerce products:
- They solve an existing problem or specifically satisfy a passion
Examples: Sports equipment for targeted training at home; accessories for pets - Through a structured and informative product page, they manage to replace the on-site appraisal and establish trust
Examples: Readable and informative product text, professional images - You offer a real added value compared to other available offers (Unique Selling Proposition, USP)
Examples: unique product features; additional products such as resistance bands - You have a proven track record of high quality, fast shipping and impeccable customer service
Example: Excellent product and retailer reviews; Prime status (FBA standard).
So far so good for the customer perspective. You may be able to think of a few more points – all the better! Because one of the most important skills on the way to a successful online business is to be able to put yourself in your buyer’s shoes and understand their needs. In addition to this, there are of course a few other factors that are specifically relevant from your point of view as an (FBA) retailer. We will go into this in more detail in the next section.
The retailer’s perspective: What to consider when researching what to sell on Amazon FBA
Product research is not only one of the most important, but usually also one of the most time-consuming tasks in sales preparation. A systematic approach can save time and nerves and usually leads to better results. With regards to FBA, you should give special priority to the following factors, among others:
- Selection of advantageous product categories: Apart from the fees, these differ in the return rate, the liability risks, etc. Some categories (e.g. electrical goods) also require a certain level of expertise or special product certifications (TÜV, dermatologically tested). The following guideline always applies for beginners: the fewer avoidable hurdles, the better.
- Looking at the final margin: This includes a whole host of factors, which is why it is easy for newcomers to lose track of them all. In addition to the sales prices that you can probably achieve with your product range, the costs for manufacturing and importing play just as important a role as those for product packaging and possible advertising campaigns. Particular attention should also be paid to the …
- Shipping and storage costs: In contrast to independent goods handling, product dimensions and weight play a special role in the world of Amazon fulfilment. This is because the fees that you pay on Amazon FBA for storage and shipping, in addition to those for the sale of your own products, are determined based on the product dimensions and product weight. The larger and heavier the products, the more expensive it is not only to ship them but also to store them in Amazon’s own logistics centres. Thanks to the FBA fee calculator you can get a first impression of certain products and their fees.
- Plannability of sales: In a way, this point ties in with the previous section. Because in addition to size and weight, the storage period also plays an important role in the composition of the storage fees. These are calculated on the basis of the daily average volume taken in cubic metres. For you, this means an important trade-off: On the one hand, large stockpiles cause high additional costs in the long run. On the other hand, it is important to avoid depleting stocks at all costs – missing sales and a negative influence on the product ranking are the direct consequence. The rule here is: time will tell.
Finally, a few general tips. The number of sellers on Amazon Marketplace is constantly increasing. In order to prevail in the competitive environment, unique selling propositions are virtually indispensable. The easiest way to realize product innovations is in niche areas that still have a manageable number of sellers. In addition, products with particularly strong seasonal effects should be avoided, as they make stable business growth almost impossible (unless they are exploited in a targeted and systematic way). We also provide helpful advice on these topics in the articles mentioned.
Sourcing guide: Almost as important as the right product is the right manufacturer
You have found a promising product and possibly already have the one or the other idea for possible adaptations or extensions? Great, then the next milestone on the way to starting an Amazon FBA business is choosing the manufacturer of your products. Choosing the right manufacturer is so important because, in addition to procurement costs, it also determines the quality of your own goods. The overriding goal should be to build up a long-term partnership with a good value for money. Over time, such a cooperation can lead not only to financial advantages, but also to a certain prioritisation over other customers. For example, should you ever miscalculate your sales figures and run out of stock, a reliable partner can literally be worth its weight in gold.
But how does a beginner without a network go about looking for a manufacturer and what is important? The following factors provide a good orientation.
1. Location of the manufacturer: China is commonly associated with the procurement of Amazon (FBA) products and oftentimes helps you find what to sell on Amazon FBA. The advantages are obvious: an almost limitless selection and sometimes very favourable prices. The go-to platform is alibaba.com, but the selection on other B2B portals such as Global Sources or Made in China is also large. What contrasts with this and makes a look at European alternatives well worthwhile are the high import costs. Shipping by air freight in particular can already diminish a considerable part of the savings. Other benefits of inner-European manufacturers include the elimination of import duties and sometimes better product quality. If you manage to find a local producer, you may no longer be considered the manufacturer of the product from a legal point of view, which can considerably reduce the liability risk.
2. Manufacturer selection: If the most likely source of supply is China, the next step is to be spoilt for choice. In principle, it is highly recommended to make a preliminary selection of at least ten manufacturers before making a final decision. The basis for this is very likely the general appearance and the company presentation. Does the manufacturer’s online presence appear trustworthy and professional? In addition, customer ratings and reviews can be viewed on Alibaba and manufacturers can be filtered according to various certifications. For example, one can select that only verified manufacturers that offer trade assurance and have ISO or BSCI certificates appear in the search results.
3. First contact: In order to narrow down a shortlist and later on in the process find a final manufacturer, further information must now be obtained. To do this, you should create an Email template in English that includes all the relevant questions and send it to all the eligible retailers at the same time if possible. The request should include the following factors:
- Minimum Order Quantity (MOQ)
- Unit price for different order quantities
- Production time
- Shipping costs by sea and air
- Product variations (colour, size, version)
- If applicable, feasibility of modifications (including additional costs)
- Accepted payment methods
- Alternative communication channels such as Skype, WhatsApp or WeChat
- Costs for product samples and, if applicable, additional products for bundles
Practical tip: Experience shows that it is worthwhile to structure the mail as
clearly as possible in order to receive feedback on all relevant points. Simply
numbering the individual questions can work wonders. This template from the agency AMZ Listing provides good orientation.
4. Evaluating the feedback: Based on the answers to the respective questions, the list usually shrinks automatically. Those manufacturers who take a disproportionately long time to answer, for example, can be ruled out right from the start. The same applies to dubious replies or those that do not address essential points. Of course, the sheer facts also play a major role, i.e. the price expectations and service offers of the manufacturers.
Ultimately, your choice to a certain extent is always a gut decision. From our own experience, we can say that a good personal fit is often much more valuable than squeezing out the last few percentages on the procurement price – especially when you are targeting a potential long-term partnership.
How to keep your chances of success with Amazon high, even in the long term
Let’s fast-forward the process a bit, after all, this is mainly about preparing for the sale: So you have decided on a suitable and reliable manufacturer, worked out a “round” product and had the first shipment sent to Amazon’s shipping warehouse by sea or air freight. In the meantime, with the help of our guide, you have created an all-round optimized product listing and thus laid the foundation for a successful launch of your business. You can certainly pat yourself on the back at this point, after all, you now belong to the group of independent online traders! But what happens next and how do you ensure sustainable success with your products?
Depending on your requirements and plans, the following points can provide good guidance:
- Maintain exclusivity and do not rest on your laurels: This includes maintaining unique selling points as well as excellent customer service. Depending on your competition, you can work together with your manufacturer on further developments and improvements of your product range. The “best case” is probably to build up a well-known and renowned brand within your own niche in the medium term.
- Serve international markets: Taking a few factors into consideration, you can use Amazon’s worldwide fulfilment service to massively increase your revenue on the one hand and to compensate for seasonal effects on the other.
- Define target margins and adjust them dynamically: Especially for products with many suppliers, negative price spirals can quickly occur in the marketplace. Define fixed target margins in advance, below which you (temporarily) remove your products from the market. Conversely, if the competitive situation is weak, prices can be adjusted upwards in order to increase your own profit margin.
- Reduce your own dependence on Amazon: As advantageous as selling via Amazon is for many: it also offers some pitfalls, such as the great dependence of developments on the marketplace. To reduce the risk of negative effects, it can pay off to set up an independent online store simultaneously. Not only does this allow you to remain completely independent, but over time you can also ensure even greater visibility for your articles. And best of all: with the MCV programme, shipping can still be completely outsourced to Amazon.
So you should now be well equipped for the tasks and challenges ahead. We give you one last tip that will make your life even easier in the following and concluding chapter.
Bonus tip: With magnalister you can link well-known online marketplaces such as Amazon and eBay directly to your own online store – this means in addition to increased sales you also ensure more independence
As already mentioned, the (parallel) development of an independent online store on well-known platforms such as Shopware, WooCommerce or Shopify comes with several major advantages. In addition to higher margins on your product sales, you primarily reduce your dependence on Amazon, which results from being tied to the company’s own marketplace. In addition, you proactively prevent the market entry of financially strong and competent competitors, first and foremost Amazon itself. In short: you combine the best of both worlds and reduce your risk at the same time.
This is exactly where our listing tool magnalister comes into play, which can secure decisive competitive advantages for you as a trader. Regardless of whether you already run your own online store or are planning to do so in the future: as a webshop plugin, it offers everything you need for effective management between online store and marketplace – and thus makes it much easier for you to get started as well as for ongoing product and order management. Once you have set up your online store and configured magnalister, you can connect numerous other marketplaces besides Amazon in no time at all and thus exploit the full potential of your products. And the often time-consuming fulfilment can still be handed over to Amazon’s fulfilment service with the MCV programme, which is after all best at it.
With magnalister you benefit from the following features for efficient multi-channel distribution:
- Central product upload: Time-saving and efficient upload of products to all connected marketplaces
- Price synchronization: Prices are matched fully automatically or individually (per marketplace)
- Inventory synchronization: Current stock levels are synchronized and thus unwanted cancellations are avoided
- Automatic order import: Import and manage marketplace orders
- Attribute matching: Match product variations and features with marketplace attributes*
- Order status matching: Automatically match order status (e.g. “shipped” or “cancelled”) with marketplaces
- Invoice upload: Send invoices automatically from the webshop
- Interface customization: Customize the plugin via so-called hook points as you desire**
* Not supported by all marketplaces
** Requires programming knowledge. Not available for cloud (SaaS) systems, as no intervention is allowed by the manufacturer.
The magnalister plugin is available for many of the well-known webshops and can be tested in a 30 day free trial with full functionality. Experience all the features of the magnalister interface in detail in a free on-screen tutorial from magnalister.
BOOK A FREE ON-SCREEN TUTORIAL NOW
Conclusion: Starting an Amazon FBA business and using their fulfilment service holds immense opportunities for merchants of all levels – good preparation is essential to gain a foothold in the competitive marketplace
The opportunities Amazon offers merchants of all experience levels with its sophisticated fulfilment service are truly immense. By taking over almost the entire handling of goods, the need for your own warehouse and shipping process is completely eliminated. In addition, as an FBA retailer you profit directly from Amazon’s global network so that you can start an Amazon FBA private label business and sell your products internationally comparatively easily.
With all these positive aspects, however, you must not completely lose sight of certain pitfalls. Because as the saying goes – everything has its price. In the case of Amazon, this price lies in the need for thorough preparation and disciplined implementation. In this article, we have therefore covered a number of important topics that will help you as a newcomer to approach the sale of your own FBA products in the best possible way. In addition to basic tasks, we have also looked at the processes of product and manufacturer research. Many of the areas addressed here have already been dealt with in detail in separate articles. In order to start the “Amazon adventure” with the best possible chance of success, you should therefore also take a look at the linked articles, which we listed again below:
- Amazon guides for beginners: Comprehensive information on getting started on Amazon
- Amazon Beginner’s Guide: Registration, cost overview and important tips
- Tips & Tricks: Valuable knowledge on opening a shop and creating an offer
- How-to for Amazon product research: How to find suitable products
- International sales with Amazon: Step-by-step guide to international expansion
In order to exploit additional potential and reduce your own dependence on Amazon in the long term, it can also make sense to maintain your own online store. In this context, we would also like to refer to our plugin magnalister: As an interface between your webshop and many well-known online marketplaces including Amazon, our tool effectively supports you with regards to product listing and order management which means you can focus on selling your products and expanding your e-commerce business completely.