- Allison Ko
- 5 days ago
- 19 min read
Updated: 4 days ago
Turn your shoe idea into a real shop. Start selling with Wix eCommerce→
Selling footwear online is one of the most exciting eCommerce business ideas right now—but it comes with its challenges. From finding the right styles to managing inventory, setting up a smooth website and standing out in a crowded market, there’s a lot to navigate. The good news? With the right approach, you can simplify the process, reach eager buyers and build a shoe business that sells.
TL;DR: how to sell shoes online
Selling online is a journey that begins with sourcing the right products and creating a smooth, shopper-friendly website. From there, it’s about pricing wisely, managing orders efficiently and promoting your store to the right audience.
Small details make a big difference—crisp, high-quality photos, clear shipping and return policies and responsive customer service all help your shop stand out. Once your store is running, tracking performance lets you spot trends, tweak strategies, and grow your business steadily.
Ready to launch your online shoes store? With Wix eCommerce, you can build a professional website that attracts customers, drives sales and grows your brand. Enjoy full customization, built-in SEO and powerful marketing tools, all in one platform. Start today and turn your vision into success.
What you’ll learn:
How to pick a shoe niche and find products that sell
Where to sell online: marketplaces, social media or your own website
Tips for pricing your shoes to be competitive and profitable
How to build a website, set up shipping and manage returns
Strategies to promote your shoes and create awesome visuals
Best practices for customer support, order tracking and verification
Ways to monitor sales, traffic and trends to grow your business over time
How to sell shoes online and make money
Shoe sales are booming online, with innovative outlets and business models engaging consumers of all ages. Globally, online shoe sales are forecasted to grow 6.8% through 2028, climbing to more than $150 billion in sales, according to Grandview Research. That growth makes now the perfect time to explore business ideas and learn how to make money online—here’s how you can start selling shoes online and tap into this booming market.
01. Pick your shoe niche
Your niche will shape your branding, pricing, marketing and even how you design your site, so it’s a good idea to get specific from the start.
Decide who you want to sell shoes to
Think about the type of shopper you want to reach. Sneaker collectors hunt for limited drops, vintage Jordans or rare collaborations while parents look for durable easy-to-clean kids shoes.
Comfort-focused buyers want cushioned soles and breathable materials like everyday sneakers for nurses or office-friendly slip-ons. Minimalist and artisan audiences look for hand-stitched leather or eco-friendly designs. Even niche groups like cosplay enthusiasts search for replica boots or period-accurate footwear. Understanding their priorities will help you tailor descriptions, photos and sizing info for the people most likely to buy.
Choose the types of shoes to sell online
It’s easier to start focused than broad. Narrowing your catalog makes sourcing, pricing and branding simpler and gives shoppers a reason to come back.
You could specialize in 90s and early 2000s retro sneakers, handcrafted leather boots, luxury sneaker resales like Yeezys and Balenciagas or sustainable shoes made from recycled materials. Maybe your angle is trail running shoes or climbing shoes for outdoor adventurers or custom statement heels for weddings and formal events.
Check demand for your shoe niche
Before investing, do a quick reality check. Google Trends can show if retro sneakers are still hot or if a style of handmade boot is gaining traction. Check marketplaces like StockX, GOAT or Etsy to see which categories are active.
Social media groups and subreddits for sneakerheads, cosplayers or hiking enthusiasts can reveal which styles sell fast and what people are talking about. A niche with steady interest gives you a better chance of consistent sales.
Make sure sourcing shoes is sustainable
Consider how easily you can keep your inventory stocked. Choose a sourcing method that fits your schedule, budget and long-term goals.
Limited sneaker drops can create hype and high margins but require insider connections and perfect timing. Handmade shoes give you control and uniqueness but demand serious time and skill. Thrift flips and resale can be cheap to source but often come with unpredictable supply. Wholesale or dropshipping offers volume but lower profits per pair.
Learn more: How to find products to sell online
Plan branding for your shoe business
When your branding matches your niche, visitors instantly understand who you are and what your shop offers. A sneaker resale store might go for bold streetwear-inspired visuals with clean product grids while a handcrafted leather brand benefits from warm textured photography and storytelling. Comfort-focused shoes for nurses or office workers might highlight trust, durability and practical lifestyle images.
02. Source your shoes
Before you start selling you need to figure out where your shoes will come from. The way you approach product sourcing affects your stock prices and the kind of customers you’ll attract. Let's walk through the main ways to get your shoes ready for your online shop.
Resell shoes: Selling second-hand shoes is a sustainable and budget-friendly way to start a business. The resale market for limited-edition sneakers is booming with shoes often selling for double or even triple their retail price. Vintage fashion and luxury shoes are also in high demand and finding "deadstock" pairs that have never been worn is like striking gold.
“Rare, highly coveted sneakers in new and pre-owned condition continue to appreciate over time, making them a great option to diversify your investments,” says Garry Thaniel, GM of Sneakers at eBay.
Create new branded shoes: If you want total control over your shoes' design and quality then building your own line is your best bet. This works especially well if you're making high-end artisan or made-to-measure shoes. The best part is you'll have a unique product that reflects your brand, but it will take more time and money to get started. You’ll need to source materials develop prototypes test quality and handle marketing and sales. Think custom leather boots eco-friendly sneakers or handmade sandals for a specific audience.
Buy from a wholesaler or manufacturer: Buying from a wholesaler is your ticket to getting your shoe business up and running in a flash. You can pick out a great selection of shoes from comfy sneakers to professional work shoes and have them ready to sell from the get-go. Just remember that most suppliers have a minimum order number so you’ll need to have your budget ready. This approach is perfect for general shoe stores or if you're planning seasonal collections.
Dropship or use print on demand (POD): Dropshipping handles manufacturing, warehousing and shipping, so you only pay for what you sell. Print on demand lets you customize shoes with your own designs, appealing to creative or niche audiences. These models are perfect for custom sneakers, printed canvas shoes or limited-edition collections without the overhead of inventory.
Many sellers mix and match sourcing methods to stay flexible. You could resell limited-edition sneakers, offer custom designs through print on demand and stock popular basics from a wholesaler. This gives you variety, helps manage inventory and lets you see what sells best without putting all your money into one method.
03. Choose where to sell your shoes online
Once you’ve sourced products, the next step is to choose where to sell them. Select outlets that best suit the type of shoes you plan to sell and already appeal to your target audience.
Online store
Even if you’re just starting out, it’s always a good idea to create an online store that serves as the flagship destination for your brand. A website gives you total control over your branding, data, and customer experience—and with a solution like Wix’s eCommerce website builder, it’s easy to get started.
Pick from hundreds of professionally made store templates. Easily upload your products and customize everything from your product collections and mobile store, to your shipping policies and payment options. With Wix eCommerce, you can additionally access native marketing tools, dropshipping integrations and multichannel sales automation to take your business to the next level.
Pro tip: Shoppers today expect convenience at every step, and a quick answer can often be the difference between a sale and an abandoned cart. With Wix AI Site Chat, you can meet that need instantly. It helps customers move confidently from browsing to checkout, giving them the reassurance they need to complete their purchase. You can also check out the Wix AI Site Chat overview for a deeper look at how it works.
Online marketplaces
There are various online marketplaces that can put your products in front of sneakerheads and shoppers that are specifically on the hunt for new shoes.
No two marketplaces are alike so it’s important to understand their differences. Moreover, you’ll want to understand what makes shoppers tick on each platform, plus the rules of engagement. Make sure to remain compliant with marketplace guidelines, while taking advantage of everything that they have to offer.
Top destinations include:
For all types of new, pre-owned, and collectible shoes: eBay. Shoes are among one of the most popular categories on eBay, where 15 pairs of sneakers are sold every minute. For Wix Merchants, eBay is a native sales channel, enabling quick onboarding, automated product feeds, and other time-saving perks.
“With trusted services like Authenticity Guarantee, low seller fees, eBay 3D true view, and money back guarantee, eBay gives shoppers confidence with every sneaker purchase,” says Thaniel.
For haute couture resale: TheRealReal and Vestiaire Collective. These high-end sites attract entry-level fashionistas who don’t want to pay top dollar for luxury goods and/or want to support sustainable retail. Through these sites, you can showcase deals on second-hand footwear and fashion, and have your items authenticated prior to resale.
For new merchandise: Amazon. Amazon’s massive customer base is enticing for sellers, but competition is stiff. Amazon enforces strict rules for sellers to follow, e.g., all footwear sold on Amazon must be new (although upcycled shoes are allowed for Handmade sellers) and meet Amazon’s listing requirements, including how shoe sizes are displayed.
Learn more:
Social media
Growing numbers of consumers are finding shopping inspiration on Facebook, Instagram, Pinterest, and even TikTok. To complement this trend, social commerce tools are making it easier and easier for buyers to complete transactions right from their feeds.
With all this in mind, it’s important for your business to consider which social channels support the right formats and audiences for your products. Here are a couple of standouts:
For all types of new, resale, and collector shoes: Instagram Shopping. Instagram is all about visuals, so it’s no surprise that shoe enthusiasts flock to the channel to browse and buy footwear. The shoes hashtag currently has more than 120 million results, sneakerhead has 25 million, and highheels boasts 12 million. By tapping into Instagram Shopping, you can allow users to buy your shoes directly off Instagram, whether they discover your products in a photo, reel, live stream, or elsewhere on the channel.
For cutting-edge brands, from casual to couture: TikTok. Brands ranging from Vans to Jimmy Choo are reaching a new generation of consumers via this short-form video platform. TikTok offers wide exposure (especially among Gen Zers), with some luxury brands (like Gucci) racking up millions of followers and driving traffic to their sites through TikTok ads.
Learn more:
04. Price your shoes
Setting the right price can be tricky, especially if you’re selling across multiple channels. Your goal is to cover all your costs while staying competitive and making a profit. Here’s how to break it down step by step:
Add up your costs: Start with the total cost of getting your shoes ready to sell. Include the price you paid for the shoes, shipping, platform fees and any materials if you customize or create them yourself. Don’t forget your time—hours spent sourcing, cleaning or personalizing shoes are part of your costs too.
Factor in your profit margin: Decide how much you want to make on each pair. A simple approach is: Price = Total costs + Desired profit. Margins vary depending on your niche. Limited-edition sneakers or handmade shoes can support higher prices while common models may need tighter margins to stay competitive.
Check the competition: See what other sellers charge for similar shoes. Your prices should feel fair in the market. If you’re higher, think about ways to add value like free shipping faster delivery or extras like dust bags. If you’re lower, make sure you’re not cutting too deep or raising doubts about authenticity.
Consider marketplace rules: Many marketplaces use price to decide which listings get more visibility. Some require price parity across channels or reward competitive rates with better placement. Keep this in mind when listing shoes on platforms like Amazon, eBay or StockX.
Test and adjust: Pricing isn't a set-it-and-forget-it deal. Keep an eye on what sells fastest how discounts affect demand and what your competitors are doing. You’ll see that small adjustments can make a big difference in visibility and profits.
05. Build your shoes website
Your website is the heart of your shoe business. It’s where people can browse styles, check sizes and make purchases, so it needs to be user-friendly, reliable and built to sell. Let’s look at how to set up a shoe website that works for your brand and your customers.
Learn more:
Choose a website builder for shoes
A good website builder makes managing your shoe store simple. Look for drag-and-drop builders or AI website creator with built-in eCommerce features like inventory management, product variations and sales reporting.
Mobile-friendly design is a must since many shoppers browse and buy shoes on their phones. Basic SEO tools help your product pages appear in search results for terms like “men’s running shoes” or “handmade leather boots.”
Some builders like Wix include marketing integrations like email lists and social media links so you can promote new arrivals or limited drops directly from your site.
Get inspired: eCommerce website examples
Pick your shoes domain, hosting and business email
Your domain name should be easy to remember, relevant to your niche and include keywords your audience searches for. For example, "RetroKicks.com" works for sneaker resellers while "CozySteps.com" suits comfort-focused footwear. When choosing your domain, use a domain search tool to see what’s available and try a domain name generator for fresh ideas that fit your brand and keywords.
Ecommerce web hosting through your website builder keeps your site fast, reliable and secure without technical setup. A business email with your domain like "info@yourshoebrand.com" boosts credibility and encourages trust—especially for premium or collectible shoes. Customers are more likely to buy if your contact info matches your website and looks professional.
Learn more:
Set up pages for shoes
Your product pages are where the magic happens and shoppers decide to buy. Each listing should show off your shoes from every angle. Include side and top views the sole and close-ups of details like stitching or material texture.
Add some lifestyle or on-foot shots too. Seeing how the shoes look in action helps buyers picture themselves wearing them. Size guides fit tips and material notes make it easier for people to choose the right pair and reduce returns.
Don't forget reviews—customers trust what other shoppers say about comfort durability and style. Make browsing a breeze with filters and a search bar so visitors can quickly find shoes by size color style brand or price. You can even add a blog or style guides to share tips on pairing shoes with outfits or caring for different materials which adds value to your site and keeps people coming back.
Manage checkout and e-commerce features
A smooth checkout can make all the difference in closing a sale. Offer a few payment options, show shipping costs upfront and keep the steps minimal to avoid cart abandonment.
Most website builders take care of the tricky parts like tracking inventory, running promotions, managing taxes and organizing shipping. Some even send automatic updates or reminders for abandoned carts to help recover lost sales. If you're selling shoes, consider adding features like size alerts or waitlists for limited releases.
06. Set up shipping and returns for your shoes
Shipping and returns are huge when it comes to selling shoes online—people want fast delivery and a simple way to return the wrong size or style. Start with shipping options: give clear timelines for standard, expedited or overnight shipping and let buyers know when to expect their shoes. Adding tracking is a must—shoppers love being able to follow their order from your store to their door.
Think about packaging too. Shoes should arrive looking perfect so use sturdy boxes and add protective inserts for delicate or high-end styles. A little extra care goes a long way in keeping customers happy.
When it comes to returns, be clear and fair. Spell out your return window and condition rules—for example, shoes should be unworn, clean and in their original packaging. You can also add small touches to improve the buyer experience, like size exchange guides or return labels included in the package.
Learn more: How to sell products online
07. Promote your shoe business
Selling shoes online is about getting the right people to see it. The best sellers combine trend awareness, smart promotion, and trustworthy presentation.
Spot trends and stock wisely
Pay attention to hot collaborations if you’re reselling shoes, and keep inventory aligned with what’s in demand. Casual shoes, slides, and clogs are still booming for WFH audiences, while formal footwear remains popular for those attending events again.
Take great photos
Show the shoes from every angle so shoppers really know what they’re getting. Grab side shots, close-ups of the stitching, the tread, the materials and a quick peek inside the shoe. On-foot photos help a ton too—pair them with outfits your audience actually wears so they can picture the shoes in real life instead of floating on a white background.
If you’re selling vintage or resale pairs, give them some love before photographing. Wipe them down, polish leather, deodorize the inside and fix small scuffs when you can. Swap out old laces and straighten any bent inserts. If you still have the original box or tags, that’s a big win for collectors and adds instant value.
“Photos are worth a thousand words, so make them count. Whether merchandise is new, collectible, vintage, or pre-worn, use a photo array to picture items from every angle. That way, buyers can ascertain the quality of materials and the condition of second-hand items. With a little planning and time, you can use basic equipment to take professional-looking product photos that will enhance your listings and encourage sales.”
Optimize images and create promo visuals for your shoes
Pay attention to image size while you're at it. Heavy photos slow your site down and people bounce if pages drag. Aim for sharp images under 300–500 KB each and resize them to around 1200–1500 px on the long side. Use JPEGs for most shots and PNGs only when you really need transparency.
Create visuals for promos and marketing too. Think clear eye-catching banners for your website, ads for social media and visuals for sales or limited drops that all match your brand's vibe. Short videos or animated clips are perfect for showing your shoes in action on Instagram TikTok or email campaigns. Simple graphics for discounts or seasonal promotions also help get clicks and make your store feel professional.
Promote on the right channels
Simple, approachable promotion works best:
Share TikTok on-foot videos showing shoes in action
Post Instagram Reels highlighting new drops or styling ideas
Participate in sneaker subreddits or niche forums
List products on Google Shopping
Send emails for restocks or limited editions
Use basic SEO: descriptive titles, keywords in product pages, and alt text on photos
Don’t forget a privacy policy on your site. Let shoppers know their emails, addresses and payment info are safe—it builds trust and keeps your store compliant with laws like GDPR or CCPA.
08. Manage orders and customer support
Respond quickly and clearly
When you sell shoes online how you talk to buyers matters just as much as the shoes themselves. Shoppers often have last-minute questions about sizing fit or materials before they commit to a purchase so quick clear answers go a long way. A friendly helpful response builds trust and makes shoppers feel confident—especially if you’re selling collectible resale or high-end kicks.
Skip the generic “fits true to size.” Instead give them the real scoop: does it run narrow wide or stretch a bit over time? Link to your size guide and if you can toss in a quick on-foot photo so buyers can picture the shoes in action.
Templates are a lifesaver for answering common questions fast but don’t make them sound robotic—personal touches make customers feel heard. If you notice the same questions popping up add that info straight to the product listing.
“The top sellers on our marketplace consistently exceed buyer expectations by providing the inventory that shoppers are looking for,” Thaniel shares, “along with strong buyer experiences, such as fast shipping and transparent communication where needed.”
Track orders and shipping for your shoes
Keeping buyers updated on their orders is one of the easiest ways to build trust and satisfaction when selling shoes online. As soon as an order ships, send tracking info so customers know where their shoes are and when they’ll arrive.
Add small extras to make the unboxing experience memorable. Include care tips for leather, suede or specialty materials, a size recommendation for future purchases or even a quick thank-you note.
Be ready for when things go wrong. Shoes can get lost in transit, sizes might not fit or packaging could get damaged. Respond quickly, offer clear and simple solutions, and make it easy for customers to return or exchange items.
Handle returns and verify your shoes
When you're selling resale, limited-edition or collectible shoes, buyers need to know they’re getting the real deal. Explain your verification process on your product pages or at checkout so customers see you take authenticity seriously. You can mention things like third-party authentication, brand tags, receipts or your own quality checks.
Make your returns process simple and clear. Create an easy-to-find return policy that specifies the return window and condition rules—for example, shoes must be unworn and in original packaging. Then, give buyers simple instructions for how to send items back. For pre-owned shoes, make sure you clean, polish and repair them as needed. You can replace frayed laces, fix insoles and touch up worn areas before shipping.
Showing off mint condition items with their original boxes or tags can really boost their value and a buyer's confidence. For limited-edition sneakers, even the little things like packaging, dust bags or tissue paper build credibility.
09. Track performance and grow your online shoe store
Tracking performance helps you spot trends, understand what your buyers want and make smarter decisions to boost sales over time.
Monitor sales and traffic for shoes
Knowing what drives traffic and sales helps you plan your inventory and marketing more effectively. Pay attention to which shoes sell fastest and which sit on the shelf.
Are limited-release sneakers flying off your virtual racks? Do classic boots or casual slides see steady sales year-round? Track your traffic sources too. Find out if buyers are coming from social media, search engines or email campaigns. Seasonal trends matter as well; heels might spike before holidays while sandals and slides climb in the summer.
Adjust inventory and marketing for shoe sales
Use your insights to restock the right shoes at the right time. If a particular style sells out quickly, order more before you run dry. Tweak promotions based on performance—maybe a bundle of socks with sneakers boosts conversions or a small price adjustment helps move slow-selling shoes.
Testing small changes in pricing, descriptions or visuals can improve visibility, reduce leftover stock and keep your store profitable without overcomplicating operations.
Keep growing your shoe business
Expand your store thoughtfully by adding new product lines like seasonal shoes, limited-edition drops or niche categories like kids’ shoes or eco-friendly footwear.
Collaborate with influencers or partner brands to reach new audiences. Track your marketing efforts like email campaigns, social media posts and search traffic to see what’s bringing customers in.
Expert tips for your online shoe store
As with any business venture, running a successful shoe business requires lots of trial and error. There are endless lessons to be learned. With a track record of success in the shoe industry, eBay has gathered valuable insights and best practices for shoe sellers. More specifically, Garry Thaniel, GM of Sneakers at eBay and his team recommends taking the following steps:
Keep your eyes peeled for popular collaborations: If you’re looking to resell shoes, keep an eye out for these in-demand collabs and beef your store up with popular inventory.
“One major trend we’re seeing is an increase in luxury and streetwear brand collaborations with classic sneaker brands. Partnerships that see big brands like New Balance and Nike team up with luxury designers command headlines and generate tremendous value and demand,” says Thaniel. “For example, New Balance’s ongoing partnership with Aime Leon Dore, a rising luxury streetwear brand based out of New York, caused a 590% search increase for New Balance on eBay.”
Cater product selection to the WFH set: While some audiences may be on the hunt for dress-up heels now that in-person events are back on the rise, casual wear still rules the day. Sales of backless footwear—such as slides and clogs—are surging. Overall, clogs are on track for a 183% sales spike by the end of this year, eBay reports. Even if your brand focuses on snappy professional looks or formalwear, you can incorporate flats and dressed-up loafers as a nod to comfort.
Be responsive and honest about what you’re selling: When buyers enjoy their experience with a seller, they’re more likely to purchase from that seller again. eBay has programs in place to protect buyers from dishonest or fraudulent listings like Authenticity Guarantee and Money-Back Guarantee services. Wherever you decide to sell shoes, obtain third-party authentication for resale items or new merchandise from popular brands. Describe and promote your verification process on your eCommerce site. Back up this quality guarantee with stellar service, i.e., as you launch new sales channels or products, ensure that your customer service team is sized right to support swift responses.
Mint condition matters for resale, right down to the box. Deadstock items with original labels and boxes are often more valuable and attractive to buyers. Shoes that have been pre-worn should be cleaned and polished. You should also make repairs as needed to heels or soles. Replace frayed laces or worn-out elastic straps before listing.
“Sellers are the backbone of what we do at eBay, and we have seen some inspiring and amazing success stories on our platform," says Thaniel. “The top sellers on our marketplace consistently exceed buyer expectations by providing the inventory that shoppers are looking for,” he further shares, “along with strong buyer experiences, such as fast shipping and transparent communication where needed.”
Learn more:
How to sell shoes online FAQ
What’s the best site to sell shoes on?
It depends on what you’re selling. Sneaker resellers often do well on eBay and StockX thanks to built-in authentication and a big buyer base. For handmade or custom shoes, Etsy works great, and if you want full control, your own website lets you build your brand and avoid strict marketplace rules.
Is it profitable to sell shoes online?
It can be, especially if you target the right niche like limited sneakers, vintage styles or comfort-focused footwear. Strong photos, fair pricing and clear policies help you stand out and keep your margins healthy.
What are the fees for selling shoes online?
Marketplaces usually charge listing fees, selling fees and payment processing fees. Some take a percentage of the final sale, while others add extra costs for ads or authentication. Running your own site usually means paying for hosting, a domain and payment processing, but you avoid marketplace cuts.
What are the risks of selling shoes online?
Common risks include returns due to sizing issues, counterfeit concerns in the sneaker world and shipping problems like lost or damaged boxes. Clear policies, solid verification steps, and strong packaging help keep things smooth.
How to start a shoe business from home?
Pick a niche, source a small test batch and set up a simple website to list your products. Use social platforms to build early buzz and keep your inventory organized so you can ship quickly. With a solid routine and smart pricing, you can run the whole operation right from your living room.