In 2025, eCommerce is projected to surpass $7 trillion, and online boutiques are carving out a unique space in the market. While giant marketplaces like Amazon and Walmart dominate the industry, independent online boutiques continue to thrive by offering curated products, personalized experiences, and niche branding.
The good news? You don’t need technical skills or a massive budget to start. With modern eCommerce platforms, entrepreneurs can launch an online boutique, test product ideas, and start selling within days. It’s a perfect business idea for anyone passionate about fashion, branding, and creating curated shopping experiences.
If you’ve been wondering how to start an online boutique, this guide will walk you through every step of the process, from choosing a niche to managing operations, helping you turn your boutique idea into a fast-growing business. This article serves as a step-by-step guide to help you launch, market, and grow your online boutique with confidence.
How an Online Boutique Differs from other Online Stores
An online boutique is a small to medium-sized eCommerce business that specializes in curated, niche products, often with a unique brand identity. Unlike a general eCommerce store that might sell a broad product range, a boutique focuses on a curated selection with a strong brand identity.
Unlike large online retailers or marketplaces, boutiques focus on a specific target audience, offering a carefully selected range of items such as fashion, accessories, handmade goods, or specialty products.
Well-known examples include Net-a-Porter, which curates luxury fashion pieces, Revolve, known for trendy, influencer-driven apparel, and ModCloth, which specializes in vintage-inspired clothing.
Why do shoppers prefer online boutiques to bigger marketplaces?
The first reason is that boutiques can offer unique, handpicked products alongside personalized purchasing experience. In simpler words, every customer feels like they are treated individually. This puts online boutiques aside from mass marketing.
Secondly, unlike huge eCommerce platforms with multiple vendors, boutiques focus on narrower niche items and exclusive product collections. Boutiques that specialize in fashionable clothing often focus on seasonal trends, limited collections, and style-driven storytelling to capture attention. Each product page comes with detailed descriptions and styling tips, enhancing the overall shopping experience and customer satisfaction.
Last but not least, online boutiques deliver smoother navigation and faster shipping, which can be crucial for those who value time and personalized experience.
Another important thing to mention is the influence social eCommerce has on smaller online shops. Business owners get handy tools to boost online boutique sales by turning browsing into a seamless shopping experience.
Popular networks like Instagram, TikTok, and Facebook help boutiques showcase products through engaging visuals. Another way to go viral online is to collaborate with influencers. To boost visibility and attract early traffic, many boutique owners also invest in paid advertising across platforms like Instagram and Google.
It helps potential buyers discover reviews and buy items without leaving the app. It all makes the purchasing process faster and more convenient.
Key features of an online boutique typically include a well-designed storefront, a streamlined shopping experience, and personalized customer service. Operating within the eCommerce landscape, these businesses rely on digital marketing, social media, and direct customer engagement to drive sales.
Unlike general online stores that prioritize volume and mass appeal, boutiques emphasize exclusivity, quality, and brand storytelling, creating a more tailored shopping experience.
Online Boutique vs. Store vs. Marketplace
| Feature | Online Boutique | Online Store | Marketplace |
|---|---|---|---|
| Products | Niche, curated | Broad selection | Third-party sellers |
| Brand Control | Full | Partial | Limited |
| Profit Margins | High | Medium | Low |
| Customer Experience | Personalized | Standard | Varies by seller |
5 Must-Have Features for an Online Boutique
A successful online boutique isn’t just about selling products—it’s about creating an experience. In a world where shoppers have endless options, standing out requires more than just good inventory.
The right features can make or break your boutique, influencing everything from first impressions to customer loyalty. Seamless navigation, mobile-friendly design, and secure payment options are no longer optional—they’re essential.
Personalization, branding, and social media integration can turn casual browsers into loyal customers. So, what exactly does an online boutique need to thrive? Let’s break down the must-have features that will set your store apart in the competitive eCommerce space.
1. UX-Friendliness & Easy Product Navigation – Keep Shoppers Hooked
Imagine walking into a beautifully designed boutique, only to find products scattered everywhere with no clear signage. Frustrating, right? The same goes for online shopping.
A user-friendly design with intuitive navigation ensures that customers can quickly find what they’re looking for.
Categories should be well-organized, filters should help narrow down choices (think size, color, price range), and product pages must be clean, informative, and visually appealing.
The easier it is to browse, the longer people will stay—and the more likely they are to make a purchase.
2. Mobile-First Experience – Meet Your Customers Where They Are
Over half of all online shopping happens on mobile devices, and that number is only growing. If your boutique isn’t mobile-friendly, you’re losing sales—plain and simple.
A responsive design ensures that your website looks and works flawlessly on any screen size, while fast loading times keep impatient shoppers from bouncing.
Mobile optimization isn’t just about shrinking a desktop site. It’s about crafting an effortless shopping experience with easy scrolling, quick checkout, and thumb-friendly buttons.
3. Secure Payment Processing & Data Protection – Build Trust Instantly
Trust is everything in eCommerce. If customers have even the slightest doubt about your payment security, they won’t complete their purchase.
Offering multiple secure payment options—credit cards, PayPal, Apple Pay, and even Buy Now, Pay Later services—makes transactions smooth and accessible. Make sure your eCommerce platform supports commonly accepted payment providers like PayPal, Stripe, and Apple Pay to offer flexibility and build trust.
SSL encryption, fraud prevention measures, and clear data protection policies reassure shoppers that their personal and financial information is safe.
Even with robust payment security, online boutiques can occasionally face disputes or unauthorized transactions that result in costly chargebacks.
A secure checkout process isn’t just a necessity—it’s a trust signal that can make or break a sale.
Implementing effective strategies for preventing chargebacks is essential for keeping your boutique’s revenue secure and protecting relationships with customers and payment providers. Understanding common causes of chargebacks—such as unclear product descriptions, delayed shipping, or mismatched billing details—allows you to proactively minimize risk while reinforcing trust at every stage of the buyer journey.
4. Personalization – Make Shopping Feel Exclusive
In an age where algorithms know our tastes better than we do, personalization is key. Online boutiques that tailor the shopping experience to individual preferences see higher engagement and repeat purchases.
Features like recommended products based on browsing history, personalized email marketing, and even AI-powered styling suggestions make customers feel valued.
Just a small touch, like addressing shoppers by name in emails or remembering their past purchases, can transform a simple transaction into a long-term relationship.
5. Branding & Social Media Integration – Turn Your Boutique into a Lifestyle
People don’t just buy products. They buy into brands. A strong, cohesive brand identity—logo, colors, typography, and messaging—sets your boutique apart in a crowded market. If you’re just getting started, tools like the free logo maker by Atom can help you design a professional-looking logo that aligns with your brand’s personality.
If you’re starting a fashion boutique, check out CS-Cart’s solution for apparel businesses, designed specifically for clothing stores that need seamless inventory management, size variations, and visually engaging product pages.
But branding doesn’t stop at your website. It needs to extend to social media. Social media marketing isn’t just about likes and shares—it’s a powerful sales tool that allows boutiques to drive traffic, gather feedback, and create a loyal community. Seamless integration with platforms like Instagram, TikTok, and Pinterest allows customers to shop directly from their feeds, while user-generated content, influencer collaborations, and engaging storytelling create a sense of community around your brand. For further brand exposure and networking at pop-ups or industry events, digital business cards help share your boutique’s identity in a polished, professional way.
The more visible and interactive your boutique is, the more customers will connect with it.
6 Steps to Start an Online Boutique
Starting an online boutique is more than just setting up a website and listing products—it’s about crafting a brand, finding the right audience, and making sure everything runs smoothly from day one. With so many moving parts, it’s easy to feel overwhelmed.
The good news is you don’t need a huge budget or a tech background to start a boutique and begin selling online. With an eCommerce website, you can reach customers across the globe, expand your niche, and create an always-open shopping destination. The key is to break the process down into clear, manageable steps. From choosing the perfect niche to launching your store, every decision you make will shape your boutique’s success. Online store building software will do the rest.
Let’s walk through the essential steps to building a thriving online boutique.
1. Define the Niche
Launching an online boutique without a clear niche is like opening a store with no sign, no target customers, and no unique selling point. The eCommerce world is competitive, and trying to sell everything to everyone is a fast track to getting lost in the noise. A well-defined niche helps you attract the right audience, build a strong brand identity, and stand out in a crowded market.
The right niche isn’t just about what you want to sell—it’s about what people want to buy. Whether it’s sustainable fashion, handmade accessories, or minimalist home decor, a winning idea should align with demand, your passion, and market trends. If your boutique features handmade goods, partnering with local artisans can help you build a unique brand story and support your community.
How to Find the Perfect Niche for Your Boutique
Choosing the right niche takes research, strategy, and a bit of creativity. A carefully chosen niche is the foundation of opening an online boutique that stands out. Here’s how to set yourself up for success:
- Conduct Market Research. Look for trends, customer demands, and gaps in the market. Google Trends, social media, and industry reports can give valuable insights into what’s popular.
- Explore Your Competitors. Check out other boutiques in your potential niche. What are they doing well? Where are they falling short? Use this information to find your unique angle.
- Identify Your Target Audience. Who will buy your products? Understanding their preferences, lifestyle, and shopping habits will help you create a boutique that speaks directly to them.
- Test Your Idea. Before investing heavily, validate your niche by launching a small collection, using pre-orders, or running a pilot campaign on platforms like Instagram.
- Find Your Unique Selling Proposition (USP). Your boutique should have something special. Whether it’s exclusive designs, high-quality craftsmanship, or a strong brand story, make sure your niche sets you apart.
Take your time, do your research, and choose a niche that aligns with both your passion and market demand. The right decision now will pay off in the long run!
2. Highlight Your USP
What truly sets your brand apart is your Unique Selling Proposition (USP)—the one thing that makes your product stand out in a sea of competitors.
Your USP speaks directly to the needs and desires of your target audience, giving them a reason to choose your boutique over the rest. Without it, your product risks being overlooked or blending into the crowd.
So, how do you make your product shine? Whether you’re selling eco-friendly fashion, artisanal accessories, or handcrafted beauty products, the key is to define what makes it special and communicate that effectively.
If you’re launching a beauty boutique, CS-Cart’s beauty platform offers essential tools like subscription boxes, influencer marketing integrations, and advanced product filtering.
How to Make Your Product Stand Out: Key Tips
Here’s how to highlight your product’s USP and make it impossible for customers to ignore.
- Define the Product Type. Is your product a fashion item, a home décor piece, or a beauty product? Be clear about its category so you can highlight its relevance and appeal to the right audience.
- Know Your Competitors. What other brands offer similar products? Identify your competition and figure out how your product differs. Maybe it’s more durable, affordable, sustainable, or unique in design. Understanding this helps you pinpoint your USP.
- Show How You’re Better. Focus on the elements that set your product apart from the competition. Is your product made with higher-end materials or exceptional craftsmanship? Does your product feature an innovative design or a unique twist on a popular style? Is it made from eco-friendly materials or using ethical production methods? Does it solve a problem in a way other products don’t?
- Tell the Story. Every product has a story. Whether it’s about the inspiration behind the design, the artisans who make it, or the sustainable process you use, telling that story makes your product more relatable and memorable.
- Create Emotional Appeal. How does your product make your customer feel? Does it add value to their life, boost their confidence, or help them solve a problem? Products that connect emotionally with customers are often the ones they remember and return to. Content marketing—such as blog posts, lookbooks, and styling guides—can help position your boutique as a trusted voice in your niche.
When your product stands out for the right reasons, it’s no longer just an item—it becomes a must-have that buyers can’t resist.
3. Conduct a Business Plan
An online boutique business plan is not just a one-time document; it evolves as your boutique grows, guiding you through each stage, whether you’re just getting started or scaling up. It provides structure, clarity, and purpose, allowing you to focus on what really matters and adjust as the landscape changes.
How a Business Plan Guides Your Boutique’s Journey
Sure, you may have the right product and some great ideas, but without a roadmap to guide you, you risk losing direction or missing critical steps.
Here is how a business plan may help:
- It Clarifies Your Vision and Goals. A solid business plan helps define your boutique’s mission. What do you want to achieve? Whether it’s reaching a specific revenue goal, building a strong brand, or gaining a loyal customer base, your business plan keeps you aligned with your goals.
- It Outlines Your Niche and Target Market. Understanding who your customers are is crucial. Your business plan helps you outline the target market, customer personas, and their needs, ensuring your product and marketing efforts are tailored to the right audience.
- It Defines Your Product Offering. What products are you selling, and why do they matter to your audience? A business plan forces you to define your product line and how it stands out in the market. It keeps your focus sharp and prevents you from diversifying too early or too broadly.
- It Establishes a Marketing Strategy. A clear marketing plan is one of the most important components of your boutique’s overall strategy. How will you attract customers? Whether it’s through social media, SEO, influencer partnerships, or paid ads, a detailed strategy ensures you’re always working toward growth.
- It Manages Financial Forecasting & Budgeting. Many first-time boutique owners underestimate the cost of purchasing inventory, which can lead to budgeting issues down the line. A strategic business plan includes financial projections, helping you understand your costs, expected revenue, and break-even point. It also lets you plan for the unexpected, ensuring you’re prepared for fluctuations in cash flow, seasonality, or unexpected expenses.
- It Helps with Decision-Making and Adaptation. As your business evolves, your plan helps you make critical decisions. Should you invest in new products, expand your market, or rethink your marketing strategy? Your business plan gives you the data and clarity to pivot when necessary and keep you on course.
As your boutique grows, your plan will evolve with you, helping you adapt and thrive in the ever-changing world of eCommerce.
4. Select an Online Boutique Software
Your store’s software is the backbone of your business—it powers everything from product displays and checkout experiences to inventory management and customer data.
A wrong choice can lead to a clunky shopping experience, limited customization, or security risks that could harm your brand.
On the other hand, the right platform will not only streamline your operations but also help you scale and grow as your online boutique business gains traction.
There are two major types of platforms to consider: cloud-based and self-hosted. Each has its strengths and weaknesses, depending on how hands-on you want to be and what kind of flexibility you need.
Cloud-Based eCommerce Platforms
Cloud-based platforms host your online boutique for you, taking care of everything from security to software updates. They’re user-friendly, scalable, and ideal if you want to focus on running your boutique rather than managing technical details.
Pros
- These platforms are usually drag-and-drop and don’t require coding knowledge. Great for beginners.
- As your boutique grows, you can easily upgrade your plan and features without worrying about technical issues.
- Regular updates and security patches are taken care of, which means less stress on your part.
- These platforms often offer a wide range of integrations, including payment processors, marketing tools, and more.
Cons
- While easy to use, these platforms may limit the degree to which you can fully customize your site’s design and functionality.
- You’ll pay a monthly or annual subscription fee, which can add up over time.
- Since the platform hosts your store, you have less control over the technical aspects and the underlying infrastructure.
Self-Hosted eCommerce Platforms
With self-hosted platforms, you’re in charge of everything from hosting to security. You’ll need a hosting provider and domain name, but in exchange, you get full control over your site’s design and functionality.
Pros
- You can tweak and design your site to exactly how you want it, with unlimited flexibility.
- Most self-hosted platforms are free to use, with only hosting and domain costs.
- You control everything from your website’s structure to its functionality, which can be a big advantage as your boutique grows.
Cons
- Setting up a self-hosted site can be challenging if you don’t have coding or web design skills.
- You’re responsible for updates, security patches, and maintaining your hosting environment.
- As your boutique grows, you may face challenges with upgrading hosting or adding advanced features.
The decision between a cloud-based and self-hosted eCommerce platform boils down to your business goals, budget, and expertise. If you’re looking for an easy-to-use platform with little technical hassle, a cloud-based solution like Shopify or BigCommerce is the way to go. However, if you want more flexibility, there are plenty of Shopify alternatives that offer customization and cost savings.
Alternatively, if you need full control, don’t mind the extra work, and want to save on ongoing costs, WooCommerce or Magento could be the perfect fit.
Cloud-based platforms are best for ease of use, scalability, and less technical work but may limit customization and come with ongoing fees.
Self-hosted platforms are best for those who want complete control and full customization but require technical skills and ongoing maintenance.
Choosing the right platform sets the stage for everything else. Some platforms also integrate AI tools for eCommerce that assist with customer behavior analysis, personalized recommendations, and dynamic pricing strategies. Whether you want to make online boutique websites or manage a growing store, you need to think about your long-term goals and pick the one that will grow with you! The right software for e-commerce for boutique stores ensures a smoother launch and fewer limitations as your business grows.
5. Configure Your Boutique
Setting up an online boutique is more than just uploading products and hoping for the best. It’s about creating an experience that draws customers in, keeps them coming back, and ensures they can easily complete a purchase.
1. Select and Connect Your Domain Name
Your domain name is your boutique’s online address, and it’s the first thing your potential customers will see. Picking the right one isn’t just a matter of convenience; it’s about building a brand.
A clean, memorable, and easy-to-spell domain makes it easier for customers to find you and increases your chances of retaining their attention.
Key ideas for selecting a domain name:
- Keep it short and memorable. A catchy domain is easier for customers to recall and share.
- Make it relevant to your boutique. The name should reflect the essence of your brand and what you sell.
- Use a .com. If possible, opt for a .com domain, as it’s the most universally recognized and trusted.
Once you’ve selected your domain, connecting it to your chosen eCommerce platform is often as simple as following the platform’s instructions.
2. Price Your Products
Set them too high, and customers may look elsewhere. Too low, and you risk undervaluing your brand. The key is to find a balance that reflects both the quality of your products and the value you offer to your customers.
The following tips should help:
- Look at similar online boutiques to understand the price range customers expect.
- Account for your product costs, packaging, shipping, and any marketing efforts to ensure you cover expenses and still make a profit.
- Know what your customers are willing to pay for the perceived value of your product. A premium boutique can often command a higher price, while a budget-friendly boutique should reflect affordability.
- To entice buyers, consider offering product bundles, seasonal promotions, or discounts for first-time buyers.
Pricing in a clothing business isn’t a one-time decision. It evolves with market trends, seasonality, and customer demand. Proper cash flow management allows you to stock up on inventory, invest in marketing, and cover operational expenses without disruption. Always monitor sales, analyze your competitors, and be prepared to adjust as your boutique grows.
3. Showcase Your Products
Your product pages are the heart of your online boutique. They need to be more than just listings—they must convince customers to click “buy.” A well-organized catalog and enticing product pages will ensure that your products shine and attract more buyers. Using online tools like a PDF editor can also help with creating organized lookbooks, or editing product catalogs before sharing them with suppliers or customers.
How to create a compelling catalog:
- Provide clear, informative descriptions that answer common questions. Focus on the benefits, material, size options, and what sets the product apart from competitors.
- Make sure your product images are high-quality, well-lit, and show the product from multiple angles. Customers need to feel confident about what they’re buying.
- Use bullet points to draw attention to the product’s standout features, such as its durability, comfort, or unique design.
- Social proof helps build trust. Showcase positive reviews to make the product more appealing.
4. Integrate Payment and Delivery Services
Your customers need to feel confident that they can easily pay for their orders and have them delivered in a timely manner.
Integrating reliable payment processing and delivery services is crucial for ensuring smooth transactions and customer satisfaction.
Why delivery and payment integration are crucial:
- By offering multiple payment methods (credit cards, PayPal, Apple Pay, etc.) you make it easier for customers to complete purchases.
- By allowing customers to select from different shipping methods (standard, expedited, etc.) you give them flexibility and control over delivery costs and timing.
- Customers should receive updates on the status of their orders. Integrating with a delivery service that provides tracking information improves customer satisfaction and trust.
5. Designing a Fancy and UX-Friendly Storefront
Your online boutique’s design isn’t just about aesthetics. It’s about creating an experience that’s visually appealing and easy to navigate. A clean, intuitive design helps guide the customer journey, ensuring that shoppers can find what they’re looking for quickly and check out with minimal hassle. In an online clothing boutique, this could mean helping customers quickly filter by size, style, or occasion to find the perfect outfit.
Robust eCommerce management software provides full access to its design features letting you easily customize the way it looks and feels. You get tools to match it with your brand book keeping the overall design and product pages together. These tools are ideal if you’re building your own online boutique, giving you full control over visuals, layout, and user experience.
Consider the following tips:
- Avoid clutter. A minimalist design lets your products take center stage.
- Create clear categories and filters, not just for usability but also for search engine optimization, so customers can quickly browse your products by type, price, or brand.
- Ensure your site is optimized for mobile devices. Many customers will shop on their phones, so a mobile-friendly design is essential for providing a seamless experience.
- Slow websites can turn customers away. Optimize images and minimize unnecessary plugins to improve site speed.
- Consistent fonts, colors, and logo placement help establish your boutique’s identity. Make sure your design reflects the personality of your brand.
6. Register Your Business
Starting an online boutique isn’t just about picking the right products—it’s about getting the legal foundation right. Here’s what to focus on:
- Make It Official. Choose a business structure (LLC, sole proprietorship, etc.) and register your boutique properly.
- Get the Right Permits. Some locations require business licenses or seller’s permits. Check what applies to you.
- Protect Your Brand. Avoid trademark issues by researching your boutique’s name and securing it legally.
- Stay E-commerce Compliant. Clear refund policies, transparent terms of service, and consumer protection laws matter.
- Sort Out Taxes. If you’re selling products, you may need to collect and remit sales tax—don’t skip this step.
- Handle Customer Data Responsibly. Privacy laws like GDPR or CCPA aren’t optional. Secure your customers’ information.
A solid legal setup means fewer headaches and more focus on growing your brand. Get it right from the start!
3 Gorgeous Online Boutique Examples Built with CS-Cart
1. House of CB – Designer Women’s Clothes
House of CB offers fashion-forward, high-quality women’s clothing. Known for its bold, glamorous designs, the boutique offers a wide range of dresses, tops, bottoms, and outerwear that cater to customers looking for statement pieces, perfect for both everyday wear and special occasions.
With a focus on contemporary styles and flattering fits, House of CB delivers on-trend fashion that emphasizes luxury, femininity, and confidence.
The online boutique offers a user-friendly online shopping experience with a focus on sleek and intuitive UX design. The website is organized with clear, easy-to-use categories, allowing customers to quickly find dresses, tops, bottoms, and accessories.
The website is mobile-friendly, ensuring a smooth browsing experience on both desktop and mobile devices. It loads quickly, reducing friction and keeping customers engaged while they shop. Clients can easily refine their search by size, color, price, and style, helping them find exactly what they’re looking for.
Product pages feature large, clear images with zoom functionality, allowing customers to get a close look at the details of each item. Combined with a stylish online boutique storefront, these visual elements encourage longer browsing time and higher engagement.
These features combine to create an enjoyable and efficient shopping experience, making it easy for customers to explore products and complete their purchases.
2. Butor1.hu – Furniture and Home Decor
Butor1.hu is a Hungarian online boutique specializing in stylish and high-quality furniture and home décor. The store offers a wide range of products, including living room furniture, bedroom sets, office furniture, and accessories, catering to customers who seek modern, functional, and elegant home furnishings.
The boutique emphasizes affordability without compromising on style, providing a variety of options to suit different tastes and home interiors. Prices are prominently displayed, and stock availability is updated in real-time, offering transparency and reducing purchase uncertainty. Customers can easily filter products by categories, price range, material, and size to find exactly what they need.
What’s more, the website has a video section featuring guides and manuals on how to use different DIY products as well as how to incorporate them into customers’ home decor and interior design ideas. That looks quite engaging.
3. Magasin de Peinture – DIY Products
Magasin de Peinture is a Swiss online boutique that delivers high-quality paints, coatings, and related products for both professional and DIY use.
The store offers a wide variety of products, including paints for walls, furniture, wood finishes, and accessories, catering to customers who are looking to enhance their living spaces or undertake painting projects.
With a focus on premium brands and a diverse selection of colors and finishes, the boutique ensures customers have everything they need to achieve a polished, professional look for their projects. While this example is in DIY, the same principles apply to an online clothing store—offering variety, quality, and clear product details drives higher conversion rates.
Each product page includes thorough information about the product, including specifications, ideal use cases, and application tips, helping customers make informed decisions.
How CS-Cart Helps to Start and Grow an Online Boutique
CS-Cart offers essential eCommerce tools designed to meet the needs of various businesses. This powerful software has empowered entrepreneurs around the world to successfully start online boutiques in multiple niches.
From food and digital products to healthcare, CS-Cart has supported nearly every business model, helping entrepreneurs thrive in a wide range of popular niches.
Whether you’re building a small boutique or a marketplace to hoist multipole vendors, CS-Cart has supported the creation of diverse business models.
But don’t just take our word for it. Explore our customers’ experience of using CS-Cart eCommerce solutions.
CS-Cart comes with a kit of built-in eCommerce features to help online boutique owners start an online store right at once. They include everything your online boutique might need from integrated payment, delivery, and analytic tools to customizable storefront design, product and inventory management. Want to see how it works? Schedule a free 14-day demo by filling out the form and get an inside look at how CS-Cart can help you start a full-scale online boutique with zero technical background.