Hey there Sea Changers and welcome back to my series of posts outlining ways and means to create yourself an online business as we discuss how to make money selling flowers online. How did this subject come about? Well, I recently stepped outside of my normal behaviour and bought my beautiful wife some flowers. And what’s more, I hadn’t actually done anything wrong – Go Me!!
Anyway, after arranging for said flowers to be delivered, I thought about the process that I took and realised three things:
- I undertook the whole process online
- Flowers are expensive!!
And the third? There are a lot of different types of flowers out there!! I mean how do you even choose? How good would it be to be able to go to a site and find out what flowers are good for what occasion. It turns out there are some there, but not as many as I had thought with most that I did find to do with weddings.
On top of that, apart from giving us mere males the temporary status of the best husband/partner/boyfriend in the world, there has to be other uses for flowers too right? So if you are a flower genius, fanatic or have a passion for them, then this could be an area that would make a nice little online business. Let’s check it all out…
How do we get started?
As usual before we get into things, it is always worthwhile making sure that there is actually a market for flowers in regards to selling them online. One thing I did learn in my research was that flowers are a $34.3 billion a year industry. That said, I would hate to convince anybody to start their own online flower business and have it fall away due to the fact that not one of those $34.3 billion dollars worth of yearly sales is performed online (well, minus the $120 I just spent that is…). So as usual, let’s see what people are searching for:
What are people looking for?
To start let’s just confirm our market numbers:
1. Number of monthly searches
As we are looking to see if there is an interest in flower related products and services online, let’s start by checking for purchase centred searches. You will need to find yourself a good keyword tool (I use Jaaxy) and enter in the keywords that best describe your market. In this case, we will start with the basics:
Ok, that’s pretty good – over 1.27 million searches per month – And we can start to see some distinct search areas of interest such as ordering flowers and fresh flowers. I guess that solves our first question as to whether people want to buy them online hey.
Anyway, for the purposes of our research here, let’s adjust our search commands slightly to see what else is happening within this niche:
As you can see, my second search was based on common question that many of us have. What types of flowers are there for each occasion. Here we can see a good array of results that we could expand on such as valentines day, weddings, for each month and even for growing conditions.
So let’s check that out:
Yep, there is good interest there as well. Oh, and I did do some others too:
- Artificial flowers – Over 7000 searches per month
- Edible flowers – Over 5000 searches per month
2. Search Trends
Another important aspect of online sales and niche selection is to check that interest is maintained over time. To gain an insight into this let’s check out how the searches for flowers are trending online.
Here we can see that interest has been maintained fairly well over the past few years with some spikes around Valentine’s day, the summer wedding season and Christmas. There is however interest all year round meaning it is a good niche to work with at other times as well.
All in all, I really see a good opportunity here.
What is our niche?
Ok, now the fun part begins – In the statistics and screen dumps above we can already see some of the interest in different niches within the flower market. The decision you have now is to determine whether you wish to create your online business covering flowers in general or concentrate on a specific area or sub niche. There are a good number of different areas you could explore here – and off the top of my head, some examples include:
- Flowers in general
- Special occasions (Valentine’s, Christmas, Weddings etc.)
- Seasonal flowers
- Growing flowers
- Harvesting flowers
- Caring for flowers
- Artificial flowers
- Edible flowers
- Flower recipes
- Budget or bulk flowers
- Flower delivery
- Flower arranging
And that is just a few off the top of my head – all of which can be marketed from the point of view of the writer, or simply as a means of supplying information to those looking to purchase. I tend to think that a few of the above areas could be incorporated into the one site however as you start to think about this, the question to ask yourself is whether the content you are covering is too large to cover effectively.
The risk here is that if you start with a niche that is too broad, you may not be able to cover everything to the level required or to become authority on the subject – which you will need to be if you are going to convince people to purchase from you and not their local store. Don’t forget, you can always add a new section to your site as you grow as well.
As you work through narrowing your targeted niche, consider the following:
- Are you able to solve a problem – Most people undertake searches on the internet to solve a problem – see next section.
- Is it a subject that you have an interest, or knowledge in– I am guessing that you are in this post as you know about, or have an interest in flowers. If not, maybe consider another market as to be honest, you might struggle to produce solid content if you either don’t know much about them or have no interest in learning. Trust me, people will know immediately if your information is not up to scratch or even worse, can put their enjoyment of flowers at risk.
Let’s investigate this a little further by discussing the problem solving elements of niche selection.
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What problem are we solving?
If this is a niche that you are interested in, you may already know what it is that you are trying to sell. If not, then maybe start to look at it from the perspective of solving problems. This, added to your area of interest is a great way to work out exactly what you think you might like to base your online business upon.
Think about your own search behaviours when you are online – I would hazard a guess that most searches you do are in order to solve a problem. Now think of this in a manner in which someone might have problems within the greater flower niche such as:
- You know that you want to buy flowers for a work colleague to say congratulations but don’t know which are the ‘best’.
- You have a problem and need a solution – I.e. “I own a cafe and want to know how to make the flowers on the tables last longer”.
Your goal here is to determine just what problem/s you are trying to solve for your readers. This maybe one problem that spans your site or differ for each post that you write. For example, if you have chosen wedding flowers for your niche, then problems might be:
- Matching products to use– They want to know what type would be best for use in a beach wedding.
- Which to buy – There are a number of different roses on the market – but which are most suitable for a wedding?
In these cases, people would be searching for those topics based on having a problem and needing a solution. Your site would outline and review the best options for them.
Alternatively, if your site is about growing flowers then you could look into the following:
- What types go best together
- What to grow in each season
- Perennials vs Annuals
- Watering techniques
- Which fertilizers to use
- When to pick
- Pesticide use
- Vases, flowers pots etc.
- Best flowers for certain allergies
- and so on…
Note: You do not need to identify every possible problem that your readers may have straight away. In many cases, the more you write, the more ‘problems’ will present themselves so initially you really just want to make sure that there are some that may need solving as we have found here.
How are you going to convince them to buy?
Now that we know our niche (or are at least working on it) and have an idea of the types of problems that we want to solve, there is one last thing to consider which is the online purchase behaviour of your targeted audience.
The first thing you would need to consider is exactly who will be looking at your site. The first group that comes to mind are the gardening fanatics – those who always have the latest and greatest in flower growing ideas and technology and want all the different flower types. But what about those who just want to send their significant other a nice bunch on a budget?
Oh, and don’t forget the future bride who wants flowers to cap off that special day. It probably goes without saying, but your sales/post pitches not only need to match the needs and problems that your site visitors are looking to solve, but also target them specifically as well. Some examples include:
- Those that are new to the world of buying flowers (such as for a wedding or special occasion) will want to know exactly what it is needed and why. Business owners however might want the same information, but may be looking at some options a little gentler on the back pocket.
- The gardening fanatic will need specs and details such as how the flowers are grown etc. – they will dissect your reviews with a fine toothed comb.
- Professionals will want to the best bang for their buck. And we all know what a bad bunch of flowers can do to the reputation of the establishment that delivered it…
So at the end of the day, even though we do have purchaser behaviour on our side, to be successful in selling flowers and their related products online, consider the following:
- Solve problems without purchase – That’s right – write your posts in a way that actually makes it easier for people to do their research and buy elsewhere – by doing this, you are solving problems and helping readers out. If they trust you, they will be more likely to return next time and buy from you then – especially if you follow up with posts on similar or compatible products or accessories that might interest them!
- Provide the intangibles – One major disadvantage when it comes to selling anything online is that we can’t really know what the products look, feel, smell and taste like. And this is especially important when it comes to flowers – after all, we can’t always smell them first and words such as ‘colorful’ or ‘summer fragrance’ can mean different things to different people. Your posts will need to cover this information in a manner that puts minds at ease and explains some of the intangibles.
- Know your audience – A big mistake many make here is to target the product and not necessarily the buyer. This is especially important when dealing with a budget minded audience. Expensive doesn’t always mean nicer or better smelling. Make sure you do your research on the buying behaviours of those you are targeting before writing your posts.
Tip: Still not sure? Have a look and see what others are doing. It might just help you with some ideas.
How do we sell flowers online?
And now we come to probably the most important aspect of this whole online selling caper in that we need to consider how we are going to sell the products that we have decided to promote. Depending on the product, there are a number of methods you can use to do this. Let’s explore them below:
Affiliate programs are setup directly by companies or marketplace platforms (Amazon, Ebay etc.) that allow you to join and then refer traffic to them via customised affiliate links. In short, this means that you will write about flowers and then refer your readers to a link where they will purchase directly from the vendors. The vendors then pay you a commission for the sale.
Affiliate programs are especially good for those selling flowers and their accessories online as you can move seamlessly through changes to seasons etc. without needing to sell out of previous stock first (or worse, having it perish before you can sell it). This way you can discuss everything to do with flowers within your posts and then refer your readers to the vendor to manage the sale without you having to hold inventory or organise shipping.
Finding affiliate programs is generally not a difficult task either. To locate them, you would normally just type “Affiliate: flowers” into your preferred search engine:
So, as you can see, there are plenty of options in regards to affiliate programs for flower related niches. As you search through them all, you can check it all out and find programs that:
- Relate to your niche/problems that you are solving.
- Have quality products – your brand can be severely damaged if you promote poor quality or unsafe products.
- Have solid payment and customer service arrangements.
- Pay decent commissions.
- Have good testimonials covering commission payouts and quality of product.
- Whether they have high ticket items you can promote on the side.
In most cases, you will need to apply for the program before you are allowed to promote their products – don’t take this step lightly or you will be rejected. Affiliate programs will generally want to know:
- Your website name.
- Traffic levels.
- Why you want to join – (“so I can make money by selling your daffodils online” is unfortunately not generally a good enough answer).
- How you plan to promote their products.
One thing to be aware of here I guess is to keep in mind the issues we discussed earlier in regards to flower related products online. You need to make sure that the programs you choose can be trusted and that the consumer is comfortable that they have recourse if something goes wrong. For this reason you will need to make sure that your chosen programs are going to resonate with your readers and your niche. That said, some marketplace programs such as Amazon and EBay can give you access to these types of products and as they are more trusted, then they maybe worth a look for sure. Some Amazon examples are as below:
Dropshipping is something that may be of advantage to you in this niche if you are looking to work with such items as vases, plastic flowers, home decor or even flower seeds etc. This process is similar to affiliate marketing in that you are generally promoting the products of others without the need to actually hold any inventory. With affiliate marketing, you are paid a commission on whatever price the vendor sets but do not manage any customer service, sales processes or post sales requirements. The main difference with dropshipping is that you perform the following (there are a number of variations to this but this is the guist of it):
- Strike a relationship with a wholesaler.
- Promote the product for whatever price you see fit – often via a marketplace site such as Shopify, Amazon or Ebay.
- Manage the sales processes and customer service.
- Send the final order and payment to the wholesaler for packaging and shipping.
The money that you make is effectively the difference between whatever you managed to sell the product for and the wholesale price that you owe the vendor. The other advantages of dropshipping over affiliate marketing is that:
- You own the customer list – which is another means of building an effective email list.
- You control the cost of the product and hence the profit margins.
- You can control when you put things on ‘sale’, group them in packages or increase the price for high demand items.
The disadvantages however are the extra workload in handling payment and any ongoing customer service requirements.
To find dropshipping suppliers online, you can enter searches such as “dropshipping: flowers” into your favourite search engine:
Note: These results will usually be based on your geographical location. Searches can also be broken down to look for dropshippers for vases, plastic flowers or any of the other options listed above as well. Simply substitute “dropshipping: flowers” for anything else such as “vases”, “plastic flowers” and so on to view different options that may better suit your niche.
From here you can search through and find programs that:
- Offer dropshipping services – Not all product suppliers offer dropshipping as a service – this may just mean that you need to organise the shipping yourself after it is delivered to you.
- Have experience and are helpful – If they are not helpful and/or appear inexperienced then you can expect the same when you are trying to process sales.
- Have acceptable fees – most dropshipping wholesalers will charge a small fee for the dropshipping service – just make sure it is not so high that it eats into your profit margins.
- Provide fast shipping – One disadvantage with dropshipping when dealing with vendors is that the customer is yours, not theirs hence sometimes shipping priorities are not where they should be – make sure shipping times are acceptable.
- Have quality products – as with affiliate marketing, don’t sell rubbish.
- Have a good name – do your research and see what others are saying about them.
Sell your own
If any of the first three options above are not your cup of florally tea, maybe you could try sourcing and selling your own products. This process is especially popular with those selling smaller equipment (vases and such) as here you actually purchase your product from a vendor or wholesaler, add your own label and then on-sell them via your website or platforms such as Amazon or Shopify.
This process requires higher setup costs as you will need to purchase your products, create and affix your labels and manage orders and shipment. Some wholesalers/vendors however will affix the labels that you send them and then manage the packaging and shipment for you (see dropshipping above). This will cost you less to set up but obviously you will make less on the sale once they take their processing fee.
Again, to find out where to acquire your product, can can do a search such as “supplier: flower vases”:
Note: These results will usually be based on your geographical location so you may at times need to sort through a few pages. Again, you can break down your searches to narrower niches as well if it better suits.
From here you will need to follow the same processes as with affiliate and dropshipping programs in determining whether they are a good fit for your business plans including:
- Relate to your niche/problems that you are solving.
- Have solid delivery and customer service arrangements.
- Have good testimonials covering service and quality of product.
Alternatively, keep your eye out in your local area for markets or industry trade shows. These are a great way to find and purchase your products at good prices – you never know, you might even find a solid supplier for future sales as well.
Tip: This method can be very effective in driving online traffic and sales via the implementation of more traditional sales methods such as kiosks and market stalls etc. As people get to know you, they can purchase from you there and then be directed to your website for future sales.
If none of the above really gets you excited then maybe it is time to think outside the square a little. Here are some other ideas that I have seen around the traps:
- Demonstrations on YouTube – become an expert in all things flowers such as growing, nurturing, pruning, picking, drying and so on and link your sales to YouTube advertising etc.
- Teach people about the fine art of flower growing, making and/or presenting (flower arranging is another massively popular niche). Sell access to your courses then also sell the tools, seeds and so on to accompany them via any of the methods we have discussed here too
- Make stuff – If you are on the handy side, then make your own items such as plastic flowers, stands, vases, pots, gardening tool and so on…
The sky really is the limit – think about how you might be able to corner a much-needed niche in the flower arena and you could definitely set up a great business.
What do we need to do?
Once we have all of the above sorted, or at the very least a plan in place, we need to choose and setup the media that we intend to use to sell our product. This can include:
Build a Website
If you are looking to build your online business as an affiliate marketer, drop shipper or supplier, then chances are you will most probably need a website. Websites allow you to solve problems via blog posts and videos that people can view in order to identify the solutions that they need. Usually, this process is fairly straight forward in that you build your website, write posts (on the differences between certain types of flower pots for example), then provide links so that your readers can view/purchase the relevant materials from your links.
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Promote on Social Media
When it comes to flowers, social media can be a powerful tool to assist in driving sales via your site. It has the power to reach thousands and allows you to target specific segments if you choose the correct platform. In terms of flower related products online, a good platform to start with is FaceBook where you can discuss things with your audience such as flowers being grown, arrangements or show videos etc.
However, if you are looking to set yourself up as an expert within the niche, then Instagram and YouTube will be your go to here – some even use these platforms without a website. These are great for visuals such as pictures and/or videos showing you discussing, growing, drying or arranging flowers etc. And if you are able to build a following you may even get noticed and be paid gazillions to use specific tools etc. within your videos – this takes time, but it does happen…
Join like-minded groups
Anther great tool when it comes to selling products online are social groups. By getting involved with these groups you can really get a great understanding as to what its members are struggling with, what information they seek and what products they are looking to buy. Below is an example of flower related FaceBook groups:
Note: Many of these groups will not allow you to spruike or promote your sites directly, however if you can interact and demonstrate your knowledge then people will ask you directly for the information. At the very least, as above, it is a great way to get ideas and insight into what people in this area really want to know about and what they are buying online.
And there it is – How to sell flowers online. I hope it has been helpful and as usual, please do not hesitate to comment below if you have any questions, need some advice or have any experiences to share.
Do you want further assistance with any of the above or need help to build your own flower or hobby related website?
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Until next time
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