Introduction: No Nonsense, All Results in Your Import Export Business
You’ve probably seen the ads—”Make six figures from your living room,” “Just find a trending product and get rich overnight with a dropshipping business!” Rubbish. That kind of advice is why so many people end up with a garage full of stuff they can’t sell and no clue what went wrong.
Let me set the record straight: importing and selling products online can absolutely be a business venture that can make you money, and good money at that but only if you treat it like a real import business. That means doing the work, knowing the process, and getting your numbers right from the start.
I’ve spent over 40 years in international trade, working with everyone from startups to large multinationals, and the people who make consistent profit all do one thing: they stick to the basics and execute them well. This blog will walk you through those exact basics, without the fluff, without the hype.
So if you’re serious about making money importing and selling online, let’s get into what actually works.
Start With What You Know – Don’t Chase Hype
One of the biggest mistakes I see new importers make is falling for “hot product” trends or whatever’s viral on TikTok or being pushed by some self-proclaimed guru. They chase fads like collapsible dog bowls, LED eyelashes, or Bluetooth spoons (yes, those exist), with no idea what the product actually does or who it’s for. That’s not a business strategy. That’s gambling.
While the appeal of the hottest products can be tempting, it’s more important to understand what market you’re going to target and ensure your product selection truly meets their needs.
Instead, here’s what works: sell something you already understand. If you’re into cycling, look at gear or accessories for bikes. If you love cooking, maybe it’s kitchen gadgets or specialist ingredients. If you’ve worked in construction, look at tools or safety gear.
The key is: you already know the market. Identifying your target market and tailoring your product selection to their preferences is crucial for long-term success.
That insider knowledge is gold, importing products you know and understand. You know what people want, what’s missing, what frustrates them—and that’s where you can add value. That’s where you find your product idea.
Tip: The best opportunities come when you find a gap in something you already use or care about. Something you’ve thought: “Why is this so hard to find?” or “I wish someone sold this with X feature.”
This isn’t just smarter—it’s safer. You’ll spot quality issues early, you’ll understand what the customer expects, and you’ll be able to answer questions confidently when you start selling.
Need help spotting the gap? We’ve written a guide just for this. Read: What Can I Import and Sell to Make Money?
Do Your Homework – Thorough Market Research and Know Your Costs to the Penny
Here’s the cold, hard truth: if you don’t know your numbers, you’re guessing — and guessing is how businesses go broke.
Importing isn’t just about buying something cheap and selling it for more. There are layers of hidden costs that can kill your margins if you don’t plan for them. I’ve seen people make £2 profit per unit—until they realise they’ve forgotten to factor in customs duty, VAT, warehousing, or even the postage to their customers.
If you’re serious about making money, then you need to treat this like a business. That means sitting down with a calculator and working out the full landed cost of your product.
Here’s what you need to include:
- Product Cost: What you’re paying your supplier.
- Freight: Sea freight or air freight—plus local charges at both ends.
- Unloading Costs: Fees related to unloading, insurance, and handling at the port.
- Import Duty: Depends on the product’s HS Code, get this wrong and it could wipe out your profit. This includes both import duties and custom duties, so it’s important to understand both as part of your total cost.
- VAT: You’ll usually have to pay 20% on top of everything else in the UK.
- Customs Clearance Fees: Brokers don’t work for free. A customs broker will handle all the paperwork required for import entry, including duties and security filings.
- Storage or Fulfilment Fees: Whether it’s your garage or a 3PL, there’s a cost.
- Shipping to Customers: Don’t forget the delivery cost if you’re offering “free” shipping online.
Tip from the trenches: Always add a buffer—things like exchange rate swings, customs inspections, or delays can eat into your margin fast.
Once you’ve got all your costs down, compare that with the real selling price online. Don’t just look at the top Amazon listing—check the lowest price, including shipping.
Can you have competitive prices? Can you compete with other retail businesses and online sellers? What are you profit margins?
Do your products have high profit margins and high demand? If so, you may be on to something.
Depending on the Incoterm, the buyer pays for certain costs such as unloading and freight forwarding, so be sure to clarify these responsibilities with your supplier.
If the numbers don’t stack up before you order, they won’t magically fix themselves once the goods arrive.
Create a Simple, Actionable Business Plan
Every successful import export business starts with a clear, actionable business plan. This isn’t about writing a novel, it’s about mapping out your business model, your target markets, and your path to profit.
Begin by setting out your business goals and defining what makes your offer unique. Who are your target markets? What’s your unique selling proposition? Research your competition and keep an eye on market trends to spot both opportunities and potential pitfalls.
Lay out your plan for sourcing products, managing logistics, and handling customs. This means knowing how you’ll find and establish relationships with reliable suppliers, freight forwarders, and customs brokers. Detail your marketing strategies. Will you sell on online marketplaces, use social media, or attend trade shows to reach your audience?
Don’t forget the numbers. Build a financial plan that covers your budget, pricing strategy, and profit projections. This will help you stay on track and make informed decisions as your business grows.
A solid business plan should cover:
- Business goals and target markets
- Unique selling proposition
- Sourcing and logistics strategy
- Marketing strategy (online marketplaces, social media, trade shows)
- Financial projections and budgeting
A comprehensive business plan is your roadmap through the complexities of international trade. It keeps you focused, helps you avoid costly mistakes, and gives you the confidence to grow your import export business step by step.
Understand How You’re Going to Sell Your Products Online
Before you import a single box, you need to have a plan for how you’re going to sell items once they land. This is where many people go wrong—they focus on the product and forget about the customer.
Ask yourself:
- Are you selling on Amazon, eBay, Etsy, or your own website?
- Will you use Facebook or Instagram ads to generate interest?
- Do you understand SEO, keywords, and how to write a product listing that sells?
- Are you building an email list or relying on marketplace traffic?
You need to pick a channel you understand or are willing to learn fast. Don’t try to be everywhere, just be really good in one place first, selling items and build a thriving market through that channel. If you’ve got a strong social media following, maybe Instagram is your launchpad. If you’re technical, maybe setting up your own Shopify store is the way to go. But have a plan.
Also, think through the customer experience. Who handles returns? How do you deal with complaints? Can you ship quickly and reliably? Take the time to run customer surveys so you can understand your consumer preferences and what the market demands.
Importing is only half the game—selling is where you make the money. Get this bit right, and the rest falls into place. Do your market research properly and thoroughly.
Understand the Basics of International Trade
If you want to succeed in the import export business, you need to get comfortable with the basics of international trade. This means understanding the rules, the paperwork, and the players involved with importing products.
Start by learning the key terms, incoterms, tariffs, and customs duties. These define who pays for what, who’s responsible at each stage, and how much you’ll owe when your goods cross borders. Get familiar with the different ways to move your products: sea freight, air freight, and land freight all have their pros and cons.
Trade agreements like NAFTA, the EU, and WTO can have a big impact on your costs and your access to certain markets. Stay current on international trade policies, changes like Brexit can shift the playing field overnight.
Building fruitful business relationships is just as important as knowing the rules. Connect with suppliers, freight forwarders, and customs brokers who know their stuff. Go to trade shows, seminars, and workshops to network and keep your finger on the pulse.
Mastering the basics of global trade means:
- Understanding incoterms, tariffs, and customs duties
- Knowing your transportation options (sea freight, air freight, land freight)
- Staying current with trade agreements and policy changes
- Building strong, reliable business relationships
The more you know about the import and export trade, the smoother your import export business will run—and the more opportunities you’ll spot before your competitors do.
Start Small, Learn Fast, Then Scale
Let me be clear: don’t start by throwing £10,000 at your first import order. That’s not brave, that’s reckless.
You’ll learn more from one small shipment than from reading a hundred blogs or watching a hundred YouTube videos. The real learning happens when your goods are stuck at customs, when a supplier messes up the packaging, or when you realise Amazon has extra fees you didn’t budget for.
That first order? It’s not about making a fortune. It’s about making mistakes cheaply and learning how the game works without wiping yourself out. Most suppliers will only begin processing your order after you make a down payment, so be prepared for this upfront cost as part of the process.
Here’s the smart play:
- Keep your first order small. Enough to test the market, but not enough to give you a heart attack if it goes wrong.
- Use it to test the full supply chain. From dealing with your supplier, to shipping, customs clearance, and final delivery to customers.
- Track everything. How long it takes, what the actual costs are, and what the customer feedback looks like.
You’ll see very quickly if the product is a winner or if you need to tweak the offer, the pricing, or even the product itself. Once you’ve ironed out the kinks, and only then, you double down and scale.
The people who make money in importing don’t take big risks, they take smart risks, test small, then grow based on what the numbers tell them.
Need help figuring out your first shipment? Book a call or check out our training — we’ve helped plenty of beginners avoid costly mistakes.
Get Your Logistics Right from Day One
You can have the best product in the world, the fanciest branding, and glowing reviews… but if your shipment gets stuck in customs or arrives damaged, you’re dead in the water.
Logistics is not the place to cut corners. It’s the backbone of your importing business.
Here’s what you need to nail from the start:
- Choose the right Incoterm. Don’t leave this to the supplier. If you don’t understand terms like FOB or DAP, learn them now. They decide who pays for what, who’s responsible when things go wrong, and who owns the goods at every stage. (We cover this in depth in our training — it’s essential.)
- Use a freight forwarder who knows what they’re doing. A good freight forwarding company can handle the logistics of transporting your goods from the port to your final destination, especially if you haven’t arranged direct delivery. A good forwarder will walk you through shipping documents, customs procedures, and even flag problems before they hit. A bad one will disappear when there’s a delay.
- Work with a reliable shipping company. Make sure your shipping company is prepared to transport your goods safely from the port of origin to your destination.
- Sort your import documentation. Get your commercial invoice, packing list, and any required certificates sorted early. Don’t forget the import security filing, which must be completed. Incorrect paperwork causes delays — and customs doesn’t care that it’s your first time.
- Insure your shipment. If it sinks, burns, or goes missing, no one’s refunding you unless you’re insured. Marine cargo insurance is cheap compared to losing a shipment.
The lesson? Don’t wing it. Get professional support, understand the basics, and treat logistics like the serious business operation it is.
Because once your goods land on UK or EU soil — the real work begins.
Build Relationships with Reliable Suppliers
If you want to make consistent money importing and selling online, you need more than just a product—you need a supplier you can trust. Take the time to find suppliers who are reliable and trustworthy, as this is crucial for long-term success.
Too many beginners jump on the cheapest quote they can find online, then act shocked when the goods arrive late, damaged, or not at all. That’s not importing. That’s gambling.
Instead, take the time to build real relationships with your suppliers. Before committing, check the supplier’s reputation by reviewing client references, compliance information, and business licensing to ensure credibility. Communicate clearly. Ask questions. Be upfront about your expectations. When possible, order product samples first, inspect the quality, and get a feel for how they handle your requests. Request product samples as a key step in quality control to verify product standards before placing larger orders.
Good suppliers are worth their weight in gold. They’ll help you fix problems, keep you informed, and sometimes even go the extra mile to support your business. Bad ones? They’ll cost you time, money, and reputation.
Working with Chinese suppliers and overseas manufacturers can offer access to high-quality, cost-effective products, but it’s important to understand the business culture of a typical Chinese supplier, who values personal relationships and trust over formal contracts.
And don’t forget, as your orders grow, you’ll want better terms: bulk discounts, payment flexibility, faster production times which can lead to higher profit margins. You only get that if you’ve built a solid, respectful relationship. After you’ve completed your initial vetting and verified the supplier’s credentials, you can move on to talk business and negotiate the best possible deal.
When communicating, focus on building fruitful business relationships and establishing a personal relationship, especially when dealing with local suppliers from other countries. This approach is essential for successful negotiations and long-term cooperation.
Trust, reliability, and communication — these are the pillars of profitable importing.
Mitigate Risks Like a Pro
Every import export business knows that there’s risks involved but the smart ones know how to manage them. If you want to keep your business running smoothly, you need to identify potential pitfalls and have a plan to deal with them.
Start by mapping out the risks: supplier insolvency, transportation delays, customs clearance issues, and even sudden changes in global trade policies. Don’t put all your eggs in one basket, diversify your supplier base so you’re not left stranded if one goes under. Use secure payment methods to protect your cash, and always work with reputable freight forwarders who can handle the unexpected.
Insurance is your safety net. Whether it’s marine cargo insurance or coverage for lost shipments, it’s a small price to pay for peace of mind. Keep communication lines open with your suppliers, freight forwarders, and customs brokers—quick responses can mean the difference between a minor hiccup and a major disaster.
Stay informed about global trade developments, economic shifts, and even weather patterns that could disrupt your supply chain. The more proactive you are, the less likely you’ll be caught off guard.
To mitigate risks in your import export business:
- Diversify suppliers and use secure payments
- Work with trusted freight forwarders and customs brokers
- Insure your shipments
- Stay current on global trade news and policies
- Communicate clearly and often with all partners
By managing risks like a pro, you’ll keep your import export business resilient and ready for whatever the global market throws your way.
Overcome Common Challenges and Roadblocks
Every import export business hits a few bumps in the road. The key is knowing how to overcome them so you can keep moving forward and growing your business.
Finding reliable suppliers is often the first big challenge. Don’t just go with the first name you find online. Use wholesale supplier directories like SaleHoo to vet potential suppliers, and attend trade shows to meet them face-to-face. Building trust takes time, but it pays off in the long run.
Transportation costs can eat into your profit margins fast. Research affordable shipping options, such as sea freight, and work with freight forwarders to negotiate better rates. Don’t be afraid to shop around, every pound saved on shipping is more money in your pocket.
Customs clearance is another common roadblock. Partner with a reputable customs broker who knows the ins and outs of regulations and can help you avoid costly delays. Make sure all your paperwork is in order before your goods leave the port.
Finally, staying up to date on global trade policies and regulations is a must. The rules can change quickly, and what worked last year might not work today. Attend seminars, workshops, and webinars to keep your knowledge fresh and your business compliant.
To overcome common challenges in your import export business:
- Use wholesale supplier directories and attend trade shows to find reliable suppliers
- Research and negotiate affordable shipping options, especially sea freight
- Work with experienced customs brokers to ensure smooth clearance
- Stay up to date with global trade regulations and market changes
By tackling these challenges head-on, you’ll build a stronger, more resilient import export business—ready to thrive in the global market.
Keep Learning and Stay Compliant
Let me tell you something that’s guaranteed in this business: rules change, markets shift, and what worked last year might not cut it today. The people who make real money importing and selling online are the ones who keep learning.
Customs regulations, HS codes, shipping procedures—they’re not a one-and-done lesson. You’ve got to stay sharp. If you fall asleep at the wheel, that’s when penalties, delays, and expensive mistakes creep in.
But staying compliant doesn’t just mean avoiding fines. It’s how you build a proper business. Sourcing high quality products from trustworthy suppliers is essential to maintain your reputation and ensure customer satisfaction.
Staying compliant also means keeping current with compliance information and regulatory changes to ensure your business meets all legal and safety standards. It’s how you sleep at night knowing your goods will clear customs without hassle. And it’s how you gain the confidence to expand, diversify, and really grow your operation.
Here’s what I always say: Put the work in up front, and the rest becomes routine. Learn the documentation, learn the codes, and keep an eye on updates. Use reliable sources (like ABTS®) and ask for help when you need it.
Because this business isn’t about theory. It’s about getting the job done—and done right. The scale and significance of the export trade make it a vital part of the global business landscape, offering both opportunities and challenges for those who stay informed and proactive.
Final Thoughts: Make It Work, Make It Pay
Importing and selling products online isn’t a new business venture that’s also a get-rich-quick game. But done right, it can be your own import export business that’s a solid and profitable business. I’ve seen single containers turn into thriving import businesses, all because someone took the time to learn the ropes, put in the graft, and stayed consistent.
You don’t need to be a big shot to get started. What you need is clarity, the right product, solid planning, and the willingness to keep learning. Start small, test the waters, keep your overheads tight, and build step by step.
If you’ve got the mindset to do things properly—and not cut corners—there’s real money to be made importing products.
Now, if you’re ready to learn how to move your first shipment and build a serious online sales business, take a look at the ABTS® International Trade Mastery Programme.
We’ll teach you the practical side of international trade—no jargon, no theory, just the stuff that works.
Let’s get your business moving.