Key takeaways
- A webshop without stock can be created via dropshipping, print-on-demand or pre-orders.
- You save storage and risk, but you lose margin and control over quality.
- Delivery times and suppliers determine your customer satisfaction.
- Test small first before setting up an entire range without stock.
You want to start an online store, but the idea of first purchasing hundreds of euros in stock — which may remain lying around — is holding you back. Understandable. The good news: you can sell online without ever buying a box. You then exchange part of your margin for much less risk.
In this guide you can read about the three ways to start without stock, who they work for, how to set it up in your webshop and - honestly - where the disadvantages are. So that you make a choice with your eyes open.
What exactly does “without stock” mean?
There are three common models. They have one thing in common: you only pay for the product once the customer has paid.
1. Drop shipping
A supplier sends the order directly to your customer. You manage the webshop, prices and customer contact; your supplier handles storage and shipping. You sell existing products. Read start dropshipping for the complete approach.
2. Print on demand
Your design will only be printed and shipped once someone orders — think clothing, posters, mugs. No stock, yet our own brand. Ideal for makers and creatives; read start print-on-demand for the approach.
3. Make to order
You only make the product yourself after the order has been received. This fits well with handmade, personalized or small-run products. You have full control over quality, but your delivery time is longer.
The benefits
- Low start-up risk — no money tied up in unsold inventory.
- A wide range quickly — you can offer many products without purchasing them.
- Flexible — you can easily take a product that is not running offline again.
- On top of doing your job — little capital and raise needed to get started.
The cons (honest)
Without stock is not a magic word. Be prepared for these points:
- Lower margin — you pay more per piece than when purchasing in bulk.
- Less control — delivery time, packaging and quality are up to your supplier. If something goes wrong, you are responsible for the customer.
- Longer delivery time — especially with dropshipping from distant countries.
- Dependency — if your supplier goes wrong, so do you.
Choosing the lowest purchase price without checking delivery time and quality is one of the biggest mistakes that starting web shops make. Therefore, always order a sample product from yourself first.
Who does it work for?
Without inventory works best if you are (or want to become) strong in marketing and branding, and the product is standardized. For example, print-on-demand suits creatives with their own designs; dropshipping for those who want to quickly test products. If you are still unsure about what to sell, read how to determine what to sell. If you sell in a specific industry, look at the approach per industry.
This is how you set it up in your webshop
The webshop side is the same as any other store — products, payments, a smooth checkout. The difference is in the handling:
- Create clear variants per product (size, color, design) with your own price.
- Arrange or automate the forwarding to your supplier, so that you do not have to manually retype orders.
- Be honest about the delivery time on your product page — this will prevent disappointment and returns.
The rest of the basics — Chamber of Commerce, VAT, payments, shipping — are the same as the regular step-by-step plan for starting a webshop.
Calculate your margin
Because you purchase per piece, your margin is narrower. Always calculate it before you start:
| Item | Amount |
|---|---|
| Sales price (incl. VAT) | € 25,00 |
| Minus: VAT (21%) | − € 4,34 |
| Ex: product + shipping (supplier) | − € 12,00 |
| Less payment fees | − € 0,30 |
| Margin per sale | € 8,36 |
And that still has to cover your marketing and fixed costs. If you sell 50 units per month, that is more than € 400 before marketing. The full cost side is in what a webshop costs.
Always check the quality
Order a sample before you go live and assess it as your customer would: quality, packaging, delivery time and appearance. A cheap product that disappoints will cost you returns and bad reviews — and that costs more than you saved.
Common mistakes
- Choosing a supplier based on price without ordering a sample.
- Not honestly stating the delivery time on your product page.
- Do not charge the margin including VAT, shipping and payment costs.
- Expect it to be “passive income” — even without inventory you have to sell.
Frequently asked questions
Can I really start without any money up front?
Pretty much. You only pay for the product once the customer has paid. You do have platform, domain and usually marketing costs — inventory without visitors doesn't sell.
What is the difference between dropshipping and print-on-demand?
With dropshipping you sell existing products from a supplier; With print-on-demand you sell your own design that is only made when an order is placed.
Do I need a Chamber of Commerce registration?
Yes, as soon as you sell structurally for a profit — just like with any other webshop.
Isn't the margin too low to earn anything?
You earn less per piece than when purchasing in bulk. The revenue model revolves around volume and a strong brand, not about high margins per product. Calculate it in advance.
How do I keep customers satisfied with a long delivery time?
Be honest about it in advance on your product page and in your confirmation email. Managing expectations prevents most complaints.
Can I switch to my own stock later?
Sure. Many entrepreneurs test without stock and later buy their runners themselves for a higher margin.
Get started
Choose the model that suits your product, order a sample from a supplier and assess quality and delivery time. If that is correct, then you set up your webshop according to the complete step-by-step plan and start selling — without a warehouse, without major risk.
Further reading
biggest mistakes that starting web shops make
