How to Build Your Small Business Network and Community

Owning an e-commerce business can be isolating due to the unique needs and business requirements of online only businesses. It’s normal to feel alone or disconnected. Creating community with fellow business owners is still possible! It just requires business owners to be more intentional about building their small business network. Learn how to build your customer community as an e-commerce business owner and how to strengthen your ties to local communities and fellow business owners.

Meet the Experts

LaToya Ratlieff

LaToya Ratlieff serves as Director of Grants at Hello Alice, overseeing the distribution of over $66M in grants for small businesses. Drawing from her decade of experience in Corporate Community Investment and the Nonprofit sector, she holds dual Masters degrees in Nonprofit Management & Public Administration from the University of Central Florida. Passionate about voter education, youth advocacy, and food security, LaToya actively serves on multiple boards and initiatives, including Read for the Record and Operation No Food Gap, while driving transformative change through innovative grant programs and strategic partnerships.

Rehana Rashid

Rehana Rashid is a Senior Social Media Manager with a keen understanding of the evolving social media landscape and executing online digital storytelling. She leads the small and medium business strategy for FedEx across multiple global platforms including Instagram, Facebook, TikTok, LinkedIn, Pinterest and Twitter.

Rosa Valdez

Growing up in Southeast Los Angeles, Rosa experienced anxiety and depression without knowing how to name them. Even after earning a Master’s in Public Administration from NYU, she saw firsthand how mental health stigma—especially in the Latinx community—kept these conversations in the shadows. Through Educated Chola, Rosa is working to change that by sharing her personal journey and creating space for open, honest discussions about mental health. She’s on a mission to help others embrace their struggles, challenge unrealistic societal pressures, and redefine success on their own terms.

The Value of a Small Business Network

Running an e-commerce business can often feel like a solo journey. Without a physical storefront, many e-commerce entrepreneurs struggle with professional isolation, making tough decisions on their own without the guidance or support of a network. But building a small business network isn’t just about having people to talk to—it’s about strengthening your business, growing your customer base, and ensuring long-term success. Whether you’re looking to connect with other business owners, engage your customers more effectively, or establish a presence in your local community, here’s how you can intentionally build and sustain a thriving network.

Small Business Networking

Many e-commerce business owners feel isolated. Traditional brick-and-mortar business owners have natural opportunities to engage with their customers face-to-face and often find it easier to network with other their fellow local business owners, e-commerce business owners often work alone, making it harder to build relationships.

While being a solopreneur or leader of a small team has its advantages, the lack of customer and community connection can make business decision-making and problem solving much more challenges. Isolation can also impact business owners’ mental well-being. Fortunately, all of these challenges can be improved by building a strong small business network. Business owners who are able to share their challenges with their peers (in person or online) are not only improving their experience as a business owner, but are also improving their business’ bottom line. Strong support networks allow you to share challenges, exchange ideas, and seek accountability. Collaboration often leads to better decision-making, increased exposure, and new growth opportunities.

Social Media for Business Networking

Social media is an excellent marketing tool. It is also a powerful way to build a sense of community among your customers. Since e-commerce businesses rely heavily on digital engagement, an active, engaged following can directly impact your success. Here are some  strategies to help you build your online community:

• Create an authentic and engaging space: Your online presence should be inviting, genuine, and interactive. Customers want to engage with real people, not faceless brands.
• Experiment with different platforms: Since social media is free, try different channels to see what resonates most with your audience. Lifestyle-driven platforms like Instagram, TikTok, and YouTube are great for visual engagement, while LinkedIn and Facebook work well for professional updates and deeper discussions.
• Use video content: Video is a top-performing format on social media. Whether it’s short-form content like Instagram Reels and TikToks or longer videos on YouTube, creating engaging video content can help you reach a wider audience.
• Create Facebook groups and online networks: Exclusive communities can strengthen customer loyalty and encourage repeat business.
• Collaborate with like-minded brands or influencers: Strategic partnerships can introduce your business to new audiences and establish credibility.

Prioritize Networking

A strong business network requires effort and strategy. To build your network, especially as an e-commerce business owner, you must actively seek out connections to support your growth. Here’s how:

• Diversify your network: While it is important to connect with e-commerce businesses in your industry, your network will be stronger if you connect with many different types of businesses. Consider engaging with complementary businesses, suppliers, service providers, and local entrepreneurs who can offer fresh perspectives.
• Make networking a two-way street: A strong small business network is about mutual support. Be generous with your time, knowledge, and resources, and you’ll build stronger, more meaningful connections.
• Stay consistent and authentic: Networking isn’t just about attending events or sending LinkedIn requests. It’s about building lasting relationships over time.
• Think of networking as an investment: Building connections is an essential part of business growth, not just an occasional obligation.

Engage with Your Local Community

Regardless of if you operate only online or you offer both e-commerce and in-person experiences, connecting with the local community is essential to long term business success. Community engagement builds trust and credibility with your existing customer base and with potential customers. Consider these opportunities:

• Participate in local events and markets: Pop-up events, trade shows, and community gatherings help you establish a real-world presence.
• Collaborate with local businesses and organizations: Partnering with other businesses or community groups can expand your reach and add authenticity to your brand.
• Highlight your local roots in your branding: Customers appreciate businesses with strong community ties, even if they primarily operate online.

Connect with Your Customers

To keep your network strong over time, focus on consistent engagement:

• Tailor content for different audiences: Customize your messaging for your email list, social media channels, and in-person engagements to better connect with potential and existing customers.
• Use short-form video content: Boost engagement with behind-the-scenes videos, product demonstrations, customer testimonials, and “day in the life” content.
• Stay responsive: Reply to social media comments, reviews, and messages to show your audience that you’re active and engaged.