How to find your first 100 customers
Your first 100 customers usually come from people and communities you can reach directly: friends, family and your network, niche online communities, local markets and events, social content, small creators, and marketplaces. Paid ads work better once you have reviews and know your numbers.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Quick summary
- Start with people you can reach directly.
- Go where your customers already gather.
- Collect reviews from early buyers.
Your network
Tell friends, family and colleagues, and ask them to share with people who'd genuinely want the product.
Communities and events
Join relevant online groups, markets and pop-ups. Offer help, not just promotion.
Social and creators
Post regularly, and send products to small creators in your niche.
Marketplaces
Etsy or Amazon can bring early buyers. Compare with Shopify.
Keep exploring
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