Launching your first product? First off—congrats! That’s a huge step. Now comes the part that freaks a lot of people out: getting people to care. But don’t stress. You don’t need a massive following or a million-dollar budget to make a splash. You just need a plan.
Let’s talk about how to build hype, get eyes on your launch, and actually sell some stuff from day one.
Start Before You’re “Ready”
Here’s a little secret: the launch doesn’t start on launch day. Nope. It starts the moment you decide to launch. The earlier you begin creating curiosity, the better.
Try these early-buzz moves:
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Teaser posts on social media. Share blurry photos, behind-the-scenes peeks, or mysterious captions like “something cool is coming…”
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Countdowns using stories or posts to show how close launch day is.
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Email waitlists to collect interested folks and build an audience before your store goes live.
Even if you only have 20 people on that list, that’s 20 potential buyers who already care a little. That’s gold.
Make It Feel Like an Event
People get excited about events. That’s why movie premieres work, right? Treat your launch the same way.
Ways to build that “event” energy:
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Launch date + time: Don’t just say “coming soon.” Say “We go live Friday at 10AM!”
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Sneak peeks: Let people see the product bit by bit in the days leading up.
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Limited stock: If it’s true (don’t fake it), tell people quantities are limited. FOMO is real.
Even saying something like “Only 50 available for the first launch” gets people clicking faster than you’d expect.
Use Giveaways to Your Advantage
Giveaways aren’t just for big brands. In fact, small eCommerce stores often benefit more—because it’s personal, and people love to support small businesses.
Here’s how to do it right:
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Keep it simple: “Tag a friend + follow us to enter!”
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Offer your product (or a bundle of your products) as the prize.
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Make the giveaway end right before your launch—then message non-winners with a small discount to buy.
That’s a win-win. You grow your audience, and those who didn’t win might still buy from you anyway.
Get Personal With Your Audience
People love buying from people. Not faceless brands. That’s your superpower as a new eCommerce owner—you’re not just another Shopify store.
Talk to your audience like they’re friends. Post videos explaining why you started, what problem your product solves, or even share mistakes along the way. Yep, people love a little imperfection—it makes you real.
When you connect emotionally, you’re doing more than just launching a product. You’re building a fanbase.
Launch Day? Treat It Like a Party
On launch day, don’t just post once and hope for the best. Show up.
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Post multiple times across platforms. Use stories, lives, reels—whatever you’ve got.
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Celebrate every sale. Post when the first order comes in. Screenshot your Shopify dashboard (crop out the private stuff), and share your excitement.
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Thank your audience for showing up. Gratitude goes a long way.
Also, brace yourself: some things might break. Or go quiet. That’s okay. Just be present, keep engaging, and respond to people fast.
Follow Up Like a Pro
The launch doesn’t end when the first orders ship. This is where many new business owners drop the ball.
Here’s what to do after launch:
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Ask for reviews. Reach out to early customers and ask how they liked it.
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Share customer photos. User-generated content builds trust fast.
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Stay consistent. Keep posting, sharing stories, and talking to your audience—even if sales dip.
Your momentum might slow after launch week. That’s normal. But how you follow up is what builds a long-term brand.
Final Thought
Your first launch is more than just selling something. It’s the first page of your story. And while you’re probably focused on how many sales you’ll make, remember—building buzz, creating trust, and showing up with heart are the things that’ll carry you long past launch day.
And hey, this whole thing? It’s a product marketing strategy that’s worked for countless small brands. You just have to start.