There’s something quaint and warm-hearted about stepping foot into a little independently owned shop on the corner, but this isn’t the only way to support a small business. Every time you order homemade jewelry on Etsy or hand-stitched clothing on Depop, you’re—in fact—still supporting a non-corporate artisan or designer. A small business is defined as a business with fewer than five employees or a business that hasn’t hit the shelves of “big box” stores like Walmart and Target, which largely stock mass-market goods made in factories or imported from overseas conglomerates.
Many children in elementary schools have had some kind of practice selling slime or bracelets to friends or classmates, or maybe even running a classic lemonade stand in the summer. During the beginning months of the COVID-19 pandemic, many people decided to pick up new hobbies in quarantine because they were stuck inside, leading to many people realizing they could potentially turn a profit from their newfound pastime. Third-party merchant websites like Etsy and Depop started to flourish even more than they already had when they were founded in 2005 and 2011, respectively.
Part of this success can be attributed to just how simple it is to create an account and find a customer base looking for that DIY aesthetic at a reasonable price. Hand-crafted lip gloss and phone case sellers on TikTok also started springing up using the social media app’s platform TikTok Shop in late 2021 while still in beta mode before blasting onto the click-and-pay scene in full force in 2023, almost immediately turning small-time content creators into full-fledged multi-level businesses. Now, many businesses are running their operations via TikTok Shop rather than Etsy or Depop both because it’s easier and because it’s effortlessly embedded into the mindless scrolling and swiping experience that short-form content makes addicting. The algorithm gods already know what you like, so if you’re into 90s music, you’ll naturally see a video of some seller showing off their Nirvana tees with a TikTok Shop link beside it—one light press of your touch screen and you can buy it.
Unfortunately, with short attention spans comes short lifespans for many small businesses online. Relying on income from a TikTok Shop often isn’t sustainable because a frustrating amount of sly resellers who buy bulk from other low-cost marketplace or fast fashion apps like Temu and Shein and resell it for a profit have taken over so much of the site’s profit share. Apps like Temu and Shein are also another reason why small businesses have trouble competing in such a fierce market, though entrepreneurship continues to be on the rise overall. Many people just think it’s easier to buy from these ultra-popular apps, though, because it’s typically cheaper than buying from a small business, so while applications to start businesses have been increasing, closures have been too. This is just a never-ending cycle and the only way to put an end to this is a culture shift that prioritizes—above all else—shopping at small businesses. At the same time, it’s a good idea to not just rely on your small business as your main source of income until it becomes consistently successful because your sales are never for sure.
“I do recommend having another source of income,” woodworker and bone artist Chloe Kobayashi, formerly of Little Forest Creation, said to The Heights Herald in an interview conducted over Instagram. “I was glad to have my serving job to fall back on after everything fell apart. Even though my artwork has come to a halt, I do wish to continue when I’m more secure in my life.”
After the passing of her grandfather, Kobayashi struggled to keep her shop afloat, ultimately resulting in her having to close it down in late 2024. This is why it’s a good idea to always have a backup plan, especially when working for yourself and trying to sustain all aspects of your work as a company of one. You never know what will happen.
Having a small business comes with many perks too, though, as you get to see first-hand people wearing or using your artwork and thus feel a sense of pride.
“During my time as a woodworker, I would say the best part of the job was being able to provide families with other options that were more affordable and accessible,” Kobayashi said. “I had a great sense of honor and gratitude. The fact that they chose me and my craftsmanship to bury their loved ones is something truly remarkable and special to me.”
Seeing people use and buy your things would bring joy to anyone especially if you know it’s something of important use.
Shopping at small businesses, whether online or in-person, is not only more sustainable than buying from places like Shein and Temu because those things fall apart so easily since they’re so cheap, but these items will most likely last longer because there is more care put into them. And you’re also supporting someone and their family rather than supporting major corporations who are historically unfair to their workers. It may be expensive, but if we shop through these businesses then pricing will most likely go down because they’re making enough revenue to not severely overcharge for items.
