Earnings in E-commerce: How Much Can You Earn from Your Own Store and What Influences It?

Wondering how much you can realistically earn with your own online store? You’re not alone. The internet is full of promises like “30k in the first month” or “I earn from a store with Aliexpress without lifting a finger,” but the reality is a bit more complex. Earnings in an online store can vary greatly – from a few extra bucks on the side to a full-fledged business that supports a family. The key factors are the operating model, niche, promotion strategy, and your commitment. In this text, we break down the topic into fundamental elements: from examples and ranges to mistakes that burn a store’s potential right from the start. 

How much does an online store earn? Check real market numbers

On TikTok, you’ll hear that someone launched a store, listed three products, and a week later had 50 thousand zlotys in their account. In reality, the average income of an online store in Poland ranges from 5 to 20 thousand zlotys per month, and often gross, not net. According to data from the eIzby and Senuto report, the average basket in Polish e-commerce is around 246 zlotys, which means you need a significant amount of traffic to break even.

How much do online stores earn in the first months? Usually not much. Beginner owners often end the first quarter “breaking even” or even with a loss. This is normal – you’re building a brand, investing in campaigns, learning from mistakes. Only after a few months (sometimes a year!) can you talk about a steady income that starts to pay off.

Own online store – earnings of 10 thousand or 100 thousand? What does e-commerce income really depend on?

There is no single answer to how much you can earn from an online store. It all depends on three things: margin, sales model, and scale. A store with physical products at a low margin (e.g., electronics) will have to sell much more to achieve the same result as a small store with digital courses.

Earnings in an online store can vary by 1000% depending on the niche. 

• In the beauty industry, margins reach 70–80%. 
• In the clothing industry, 30% is already a good result. 
• On the other hand, dropshipping often ends up with a few percent – so you need to operate with a large number of orders here. 

Remember that traffic does not always equal profit – if you attract people but they don’t buy, you’re not earning. That’s why working on conversion is so important, which is how many people from a visit actually become customers.

Dropshipping vs own products – which model yields better profit at the start?

On one hand, dropshipping is tempting because you don’t have to buy anything upfront. No storing, no packing, no shipping. On the other hand, earnings in your own online store, where you control the margin, quality, and offer, are often much higher. 

• In dropshipping profits can reach 5–10 zlotys per product. 
• When you have your own product, e.g., a handmade soy candle priced at 59 zlotys with a cost of 15 zlotys, you know that you have room to build an advertising budget.

Your own brand also gives more room for scaling. You can create bundles, packages, increase basket value, and build loyalty. In dropshipping, customers are random – it’s hard to retain them long-term. Of course, this doesn’t mean dropshipping is bad. If you’re starting from scratch, without capital – it can be a good school of life. But if you want to earn real money – it’s worth thinking about something of your own.

When does a store start making a profit? And what to do if it hasn’t paid off for half a year?

Setting up a store is one thing. But the moment you start making a profit can come only after 6–12 months. Much depends on your marketing strategy. If you invest in SEO and content, the results will come later, but they will be cheaper. If you push paid campaigns, you might see sales faster – but you’ll also burn your budget quicker.

Many store owners can’t calculate well. They don’t take into account working time, returns, advertising costs, integrations. And then they are surprised that after five orders they have a “profit” of 180 zł left. That’s why it’s so important to test offers, campaigns, and pricing. If after 6 months you’re still in the red, it’s worth conducting an audit – preferably with someone external – to check where the money is going.

Will Your Store Survive the First Year? Profitability and Risks Few Discuss

The statistics are brutal: in Poland, as many as 40% of online stores close within 12 months. Sometimes it’s a matter of a bad product, sometimes too small margins, but most often – a lack of a plan and perseverance. People dive into e-commerce because “everyone is doing it now,” but not everyone has the patience to work for several months without a paycheck.

Profits in an online store don’t appear overnight. It’s a process that requires many trials, tests, campaigns, and analyses. And that’s normal. If you approach your store as a long-term project – you have a much better chance of success. But if you’re looking for quick profit – you might be disappointed. E-commerce is not a sprint, it’s something you really need to figure out to bring stable results.

How Much Can You Earn Running an Online Store? Which Products Make the Most Money? Clothing, Niches, and Subscriptions with a Cool Head

Clothing and cosmetics are the most popular categories in Polish e-commerce, but they’re not always the most profitable. There’s huge competition and often a price war. If you have a standout product and well-managed branding – great. But the bigger money is in niches that are not yet plowed through by marketplace giants.

According to data from Senuto, subscription sales models (e.g., cosmetics on a subscription, diet plans, access to a platform) generate significantly higher LTV, or lifetime value of the customer. And that means stability and predictability. That’s why more and more stores are trying to combine classic e-commerce with a recurring payment model. It’s a good direction – especially if you want to have higher earnings in your own online store in the long run.

RefSpace – A Store Without Logistics, Risk, or Costs from the Start. Is it Possible?

If you don’t want to invest in a warehouse, products, or your own stock, and you want a quick start – RefSpace might be the answer. You set up a free profile, choose products from brands already on the platform, put them in your Space, and promote them as you like – on Instagram, TikTok, or in a newsletter. You earn a commission on each sale, but the brand handles all the logistics.

Additionally, you can add your own items – an e-book, consultancy, PDF package. This way you combine two earning models: affiliate and your own. It’s a great option if you want to start with low risk but build something of your own. Zero invoices, zero shipments, full control over the content. The ideal solution if you’re not sure yet whether e-commerce is your thing – but you want to test it.