Online selling isn’t just for city businesses. Across regional Victoria, businesses are building successful e-commerce operations—sometimes reaching national and international customers from surprisingly small towns.

I spoke with five regional businesses about their online selling journeys. Here’s what they’ve learned.

1. Specialty Food Producer - Daylesford Area

The business: A small-batch producer of preserves and condiments. Started at farmers’ markets, now sells across Australia.

Their approach: Built a Shopify store after realising market customers were asking how to buy between events. Started simple with just five products, now stocks over 30.

What worked: “Our Instagram following converted surprisingly well. We’d post about a new product and get orders within hours.”

Key lesson: “Shipping perishable goods is complicated. We spent six months figuring out packaging that keeps products safe in a hot van. Don’t underestimate logistics.”

Revenue split: Now approximately 60% online, 40% markets and wholesale.

2. Rural Clothing Retailer - Horsham

The business: Workwear and rural clothing. Third-generation family business that added e-commerce during COVID.

Their approach: Used Shopify integrated with their existing point-of-sale system. Focused initially on products they already had strong local demand for—specific workwear brands that farmers drove hours to buy.

What worked: “We discovered there’s strong demand for proper sizing in workwear. We photograph actual fit on different body types. Customers appreciate seeing what it really looks like.”

Key lesson: “Inventory management across online and in-store was harder than expected. We oversold several times early on. Now everything is integrated properly.”

Revenue split: About 25% of sales are now online, growing steadily.

3. Handcraft Business - Bendigo

The business: One-person operation making leather goods. Started as a side project, now full-time.

Their approach: Etsy first (for discoverability), then added their own Squarespace site (for higher margins on direct sales). Works with one firm we talked to to help optimise product listings and descriptions for search visibility.

What worked: “Product photography tutorials on YouTube transformed my sales. I spent nothing on equipment—just a phone and natural light—but learned proper techniques.”

Key lesson: “Customer service is everything. I hand-write thank you notes, respond to enquiries within hours, and fix any problems immediately. Reviews are your lifeblood.”

Revenue split: Etsy and direct sales roughly equal, but direct sales are more profitable.

4. Outdoor Equipment - Geelong Region

The business: Camping and outdoor equipment retailer. Established brick-and-mortar store that expanded online.

Their approach: WooCommerce (WordPress-based) site because they needed flexibility for complex products with multiple variations. Invested significantly in detailed product descriptions and comparison guides.

What worked: “We write genuinely helpful content comparing products. Not salesy stuff—honest assessments of what suits different needs. That content ranks in Google and brings customers.”

Key lesson: “Don’t try to compete on price with the big players. We compete on expertise and service. Phone consultations for customers choosing equipment—city stores don’t offer that.”

Revenue split: About 40% online, and online customers often convert to in-store visits when they’re in the area.

5. Niche Hobby Supplies - Ballarat

The business: Supplies for a specific crafting niche. Started from a spare room, now operates from a small warehouse.

Their approach: eBay initially (to reach the existing audience), then transitioned to a standalone Shopify store as the brand grew.

What worked: “We found our niche and owned it. Rather than selling everything, we focused on being the best supplier for this specific hobby.”

Key lesson: “Building an email list was the smartest thing we did. When we launch new products, email generates more sales than social media, advertising, and everything else combined.”

Revenue split: 95% online, with occasional market stalls for community connection.

Common Themes

Across these conversations, some patterns emerged:

Start where your customers are. Markets like Etsy and eBay have built-in audiences. Building your own site from scratch is harder.

Photography matters enormously. Bad product photos kill sales. Good photos don’t require expensive equipment—they require learning technique.

Logistics is underestimated. Packing, shipping, returns—these operational details make or break the customer experience.

Content builds organic traffic. Helpful articles and guides attract customers through Google without ongoing advertising costs.

Email lists are gold. Social media algorithms change. Your email list is yours.

Niche beats broad. Competing with Amazon on general products is impossible. Owning a specific niche is achievable.

Getting Started

If you’re a regional business considering online selling:

1. Validate demand first. Sell at markets or through established platforms before investing in your own site.

2. Start with your strengths. What do you sell that’s hard to find elsewhere? What knowledge do you have that customers value?

3. Nail logistics early. Figure out packaging, shipping, and returns before scaling up.

4. Build for the long term. Email lists and content take time to develop but create sustainable advantage.

Regional location isn’t a disadvantage for e-commerce. In some ways, lower costs and unique products give regional businesses an edge. These five prove it’s possible.

Business Victoria offers grants and support for businesses developing e-commerce capabilities, including digital adaptation programs that can help fund website development and online marketing.