The head of ISDI, a leading digital business school, asserts that the fears holding back many small and medium-sized businesses are both familiar and persistent. These worries keep freelancers and small teams from opening a new income stream by selling products and services online, and often from pursuing self-employment. Three core myths stand out as barriers in Spain, and they echo in many markets across Canada and the United States as well:
- Launching a website is costly and demands advanced technical skills. In reality, setting up a site today resembles starting a blog—one can pick from ready-made templates and publish quickly. Even integrating a payment gateway is typically faster than upgrading a recently purchased smartphone, a comparison he used to illustrate how approachable the process has become.
- E-commerce works best for big brands with high volumes and is unsuitable for local, small-scale commerce. The general manager argues that shipping costs have plummeted over time, making online selling viable even for smaller ventures. Online sales can drive foot traffic to a physical store, and many buyers still prefer to support sellers they know personally. The broader point is that online and offline channels reinforce each other, creating a synergistic effect rather than a zero-sum game.
- Selling products online demands an entirely different logic than offering services such as plumbing or counseling. The truth is simpler: the customer acquisition steps and the explanation of offerings are similar. A professional can host a website to book services directly, with payment occurring after the service is delivered rather than upfront. The main difference is timing, not process.
The founder of ISDI notes that his institution runs both in-person and online programs designed to equip aspiring entrepreneurs with practical knowledge. He observes that many students overcome these fears not by mastering new technologies alone, but by shifting their mindset through short starter courses in e-commerce. These programs emphasize confidence and clarity about selling online, helping small businesses imagine how online channels can fit into their existing operations rather than replacing them.
Can the essential routines of digital marketing be learned quickly and applied effectively by small teams? The answer rests on practical, hands-on experience. The basics include understanding the target audience, shaping clear value propositions, and choosing accessible tools that align with the business model. For services, the emphasis is on making the service offering easy to discover, book, and pay for online, while keeping the human touch that often motivates clients to choose one provider over another. For tangible products, the focus expands to inventory, reliable fulfillment, and a seamless checkout experience. When these elements align, online channels become a natural extension of the business, not a separate arm to manage with a different rulebook.
In practice, many small businesses begin by testing simple digital marketing routines. They optimize a single product page, run a small ad campaign, or invite existing customers to a limited-time online sale. The gains accumulate as data is gathered—what resonates with customers, which messages convert, and how delivery times impact satisfaction. Over time, these starter efforts grow into more sophisticated campaigns that still retain the lean, pragmatic approach that suits small teams. The root idea is accessible execution: start with what exists, learn quickly, and scale thoughtfully.
Ultimately, the path to online selling for small businesses combines two ideas. First, reduce friction in the customer journey by making discovery, selection, booking, and payment straightforward. Second, nurture trust by showing familiar faces, telling authentic stories, and delivering consistent value. It is about creating a smooth, reliable experience that mirrors how customers already shop locally. This approach can unlock new revenue streams without abandoning the personal connections that define local commerce. In short, the barriers are mostly perceptual, not technical, and they can be dismantled with practical steps and a willingness to experiment. The message is clear: with the right mindset and practical tools, small businesses can thrive in the digital marketplace. This viewpoint aligns with a growing movement among small business educators who advocate hands-on learning and real-world application rather than theoretical debates. The result is a more confident, capable generation of entrepreneurs who recognize that online marketplaces and local shops can work together to build resilient enterprises. (Source: ISDI reflections)
Overall, the dialogue around digital marketing for small businesses emphasizes accessible entry points, a focus on customer-centric experiences, and the incremental expansion of online capabilities. The goal is to empower individuals to test ideas, measure outcomes, and adjust quickly. When these pieces are in place, a small business does more than survive online—it thrives by leveraging both virtual and physical channels to reach customers where they are. This pragmatic, results-oriented perspective continues to shape how entrepreneurs in North America and beyond approach e-commerce and service-based online sales. (Source: ISDI insights)
Finding out whether the basic routines of digital marketing can be learned quickly remains a practical question for many owners. The best answer is to start small, stay curious, and iterate—building competence through action rather than waiting for perfection. From there, the path to online selling becomes not a daunting leap but a natural extension of a trusted local business into a broader, more connected world.