A new eCommerce business model called ghost commerce enables business owners to sell goods without having to pay for shipping or inventory. Ghost commerce is becoming more and more popular since it can grow swiftly and has low entrance barriers. And this is a great choice for business owners who would prefer to concentrate on branding and marketing rather than logistics.

In this blog post, BSS Commerce Shopify will delve into “what is ghost commerce?” and “how does ghost commerce work?”, including its benefits, drawbacks, and the best strategies to boost sales and shape the future of eCommerce.

Introduction to Ghost Commerce

What is Ghost Commerce?

Ghost commerce is an online selling strategy that involves selling products and services without the need for a physical store. Unlike other eCommerce strategies, ghost commerce eliminates the need to manage an online store, such as creating a store on Shopify or a storefront on Amazon.

This methodology shares similarities with dropshipping, influencer marketing, and affiliate marketing. One of the big plus of this particular model is that businesses can showcase and provide a vast array of products without the need to hold inventory or operate a brick-and-mortar store.

✅ Learn more: 19+ Best Dropshipping Products to Sell to Drive Success

ghost commerce

In addition, ghost commerce, is a highly sought-after method for generating revenue online due to its low cost and ease of implementation. Simply having a website or online store, quality content, and a presence on social media platforms is sufficient to get started.

Who Gains from Ghost Commerce?

Apart from yourself, ghost commerce offers many advantages for various individuals. It caters to businesses seeking to sell their products and services online, as well as customers in search of the items you endorse.

Ghost commerce is particularly favored by business owners aiming to promote their products due to its cost-effectiveness. They are not required to pay for displaying the advertisement on your page; instead, they only pay when a sale is made. As for customers, ghost commerce users facilitate their search for desired products and services.

Read more: How to Start Ghost Commerce

Ghost Commerce: Drawbacks and Benefits

Ghost commerce, similar to numerous other business models, presents a range of advantageous and disadvantageous aspects that necessitate careful consideration.

From one perspective, this approach can serve as an exceptional avenue for entrepreneurs and influencers to generate a steady stream of income without active involvement. Conversely, it also has a certain limit on the income generated by each sold item.


Passive Income: You can even use ghost commerce to generate passive income with very little effort, depending on how well the marketing plan works. Because of this, it’s an excellent side gig for individuals skilled in influencer marketing and other techniques.

Low Costs: Ghost commerce often has a low barrier to entry because it doesn’t have any fees for product creation, warehouse management, or logistics. This means that individuals can begin to generate profits without a significant initial investment.

Don’t Need to Build and Manage Your Own Storefront: Building and running your own storefront is not necessary when you have a ghost commerce store. You don’t have to worry about product listings, inventory management, orders, or fulfillment when being a middleman in retail.


Profit Margins: Typically, as a ghost commerce retailer, income will be limited to a fraction of the profits generated by each sold item. Consequently, your income may be comparatively lower than what you would potentially earn if you were to operate your own store and sell your own products.

Keep the retailer’s level of dependability safe: Make sure that your reputation is something you need to protect and keep safe. This may suffer if a product you sell proves to be subpar.

🎁 Read more about another business idea: Dropshipping

How Does Ghost Commerce Work?

Ghost commerce is a highly effective method to generate income online, and it offers a convenient and affordable way to get started. As a user, you can set up your account without any fees, and there are even multiple extensions available that allow you to earn money for free. Details about the process will be shown below:

Online Store Setup: The process commences with entrepreneurs establishing their online stores using popular eCommerce platforms such as Shopify, WooCommerce, or Magento. They design websites, add product listings, and create a seamless shopping experience for customers.

Supplier Selection: In ghost commerce, entrepreneurs collaborate with third-party suppliers or manufacturers who offer dropshipping services. These suppliers maintain stock of the products and manage inventory.

Product Listing: Entrepreneurs carefully choose the products they wish to sell from the supplier’s catalog and list them on their online store. They have the flexibility to customize product descriptions, images, and pricing to align with the brand.

how does ghost commerce work

Customer Orders: When customers visit the online store and place orders, the entrepreneur’s website captures all the necessary order details, including the customer’s shipping address and payment information.

Order Forwarding: The entrepreneur then forwards the order details to the selected supplier. This step can be automated through integration between the online store and the supplier’s system, streamlining the process.

Supplier Fulfillment: Upon receiving the order information, the supplier takes charge of processing it. They will pick, pack, and ship the product directly to the customer. This includes generating shipping labels and handling any required customs documentation for international shipments.

Delivery to the Customer: After receiving the merchandise, the customer assumes it was shipped by an online supplier. The supplier’s name may or may not appear on the packaging and branding, depending on the setup.

Payment Handling: The entrepreneur collects the payment from the customer, typically receiving the retail price of the product. They then pay the supplier the wholesale cost of the product, retaining the profit margin as revenue.

Customer Support: The entrepreneur assumes the responsibility of providing customer support, addressing inquiries, resolving concerns, and managing returns or refunds. As a result, effective communication and prompt assistance are crucial to maintaining customer satisfaction.

The Development Potential of Ghost Commerce

Here are several reasons why ghost commerce could become a potential niche in the eCommerce industry.

  • High Accessibility: Ghost commerce businesses offer a low barrier to entry, requiring minimal investment, and are also attractive options for aspiring entrepreneurs with limited resources.
  • Scalability: Ghost commerce businesses can be easily and rapidly scaled up without the need for extensive inventory or warehouse space. This flexibility allows for quick growth and adaptation to market demands.
  • Emphasis on marketing and branding: Ghost commerce businesses can prioritize their efforts on marketing and branding strategies rather than being burdened by logistical challenges. Therefore, provide them with a competitive edge in the market.
  • Integration of AI tools: Investing in AI-powered tools, such as Manifest AI, can prove to be a lucrative choice for any brand in the future of eCommerce. At the same time, these tools can enhance various aspects of the business, leading to increased efficiency and profitability.
  • Growing demand for customization: Consumers are increasingly seeking personalized and customized products. Ghost commerce businesses are well-suited to cater to this demand, as they can easily adapt their offerings to meet individual preferences.
  • Technological advancements: Ghost commerce businesses can leverage advancements in technology, such as print-on-demand apps and dropshipping, to streamline their operations. These innovations make it easier for them to operate efficiently and effectively in the eCommerce landscape.

Ghost Commerce: 3 Best Strategies to Boost Sales

Given that ghost commerce is a relatively recent phenomenon in the current digital industry, there is a scarcity of comprehensive guides that provide a step-by-step approach to success in this field. Primarily, in order to thrive in the realm of ghost commerce, it is crucial to develop a robust marketing strategy.

To succeed in ghost commerce, the crucial thing is to advance your online presence to establish trust among your intended audience and persuade them to value what you provide.

At the same time, through employing tactics such as content marketing coupled with search engine optimization (SEO), you can capture the attention of customers towards affiliate links and product recommendations. And here are some specific strategies that ghost commerce retailers often employ:

Data Analysis

Data analysis plays a vital role in the realm of ghost commerce by helping companies comprehend customer preferences and boost sales. The greater the amount of information gathered about audience behavior and preferences, the better companies can customize their marketing strategies to meet their specific needs.

Email Marketing

Utilizing email marketing strategy can prove to be a highly effective method for cultivating customer relationships and providing tailored suggestions for a wide range of products over a prolonged duration. However, in order to entice customers to subscribe to your newsletter, it is imperative to provide valuable incentives on the website, such as complimentary downloads or exclusive discount codes.

ghost commerce email marketing


In order to increase awareness of the products, ghost commerce retailers frequently collaborate with other influencers. At once, to guarantee they can get paid for their recommendations, these businesses must simultaneously establish trusting bonds with producers and businesses.

Ghost Commerce – The Bottom Line

It can be claimed that ghost commerce has become a more and more popular business strategy. The rise of creative economies and eCommerce platforms has increased awareness of “middlemen” who assist in facilitating transactions in the digital realm. Manufacturers and retailers can reach a larger audience than ever before using ghost commerce.

BSS Commerce Shopify hopes that this detailed explanation in this post will be useful for you, especially as you learn more about ghost commerce. On the other hand, if you are looking for a reliable page to discover the eCommerce industry, the BSS Commerce blog is a great place that you can refer to.

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