The first 100 customers are the hardest to get. They're also the most important. They validate your idea, generate your first reviews, spread word-of-mouth, and give you the confidence to keep going. Once you have 100 happy customers, getting the next 100 is significantly easier.
But how do you get there when you're brand new, when nobody knows you exist, and when your advertising budget is close to zero? Here are ten strategies that work in the South African market right now.
1. Start With Your WhatsApp Contacts
Your most underused marketing channel is already on your phone. Go through your WhatsApp contacts and identify 30–50 people who might be interested in what you sell or who know people who would be.
Send a personal message — not a broadcast to your entire contact list. Something like: "Hey [name], I just launched my online store selling [product type]. I'd love for you to take a look. Here's the link: [your store URL]. If you know anyone who might be interested, please share it!" Personal messages get responses. Broadcast messages get ignored.
Don't be embarrassed to tell people you've started something. South Africans generally love supporting local businesses and entrepreneurs.
2. Join Relevant South African Facebook Groups
There are thousands of active Facebook Groups in South Africa organised around every imaginable interest — parenting, fashion, home decor, fitness, cooking, crafts, and more. Your target customers are in these groups right now.
Join 5–10 groups relevant to your product. Don't spam them with ads. Instead, add value — answer questions, participate in discussions, be helpful. When the moment is right and group rules allow, share your store. People buy from people they trust, and trust is built by being genuinely helpful.
Many groups also have weekly "share your business" threads — use these every single week.
3. Run a Launch Discount
People love being in on something new, especially when there's an incentive. Offer a 15–20% launch discount for your first 30 days. Promote this urgently — "Launch special: 20% off all orders until [date]."
This creates urgency and gives fence-sitters a reason to buy now rather than later. Yes, you'll make slightly less margin on these early orders — but you'll build reviews, social proof, and customer relationships that are worth far more.
4. Show Up on Instagram and TikTok
Visual products sell especially well on Instagram and TikTok, and South African audiences on both platforms are highly engaged. You don't need thousands of followers to make sales — you need the right followers and good content.
Post consistently: product photos, behind-the-scenes of your packing process, customer unboxings, answers to FAQs. On TikTok, authentic, raw content often outperforms polished production. One video showing you packing an order and talking about your story can reach thousands of people for free.
Include your store link in your bio and mention it in every relevant post.
5. Set Up Google My Business
Google My Business is free and takes about 30 minutes to set up. Once your listing is live, your store can appear when local customers search for products you sell on Google Maps and in local search results.
Even if you're purely an online store with no physical location, you can list your business and show up for local searches. Add photos, your website link, and your product categories. Ask your first customers to leave you a Google review — this builds credibility and improves your search ranking.
6. Reach Out to Local Micro-Influencers
South African micro-influencers (5,000–50,000 followers) often have highly engaged, local audiences and are much more affordable to work with than major influencers. Many will post about your product in exchange for free product samples, especially if you're just starting out.
Look for influencers in your niche on Instagram and TikTok. Check their engagement rates (likes and comments relative to follower count) — a 10,000-follower account with genuine engagement is worth more than a 100,000-follower account with a disengaged audience.
Send a personal DM, offer a free product, and see what happens. Even one genuine post from a trusted local voice can bring in dozens of new customers.
7. List on Facebook Marketplace
Facebook Marketplace is one of the most actively used buying and selling platforms in South Africa. List your products there — with a link to your actual store in the description — and you'll tap into a massive pool of active buyers at zero cost.
When someone engages with your Marketplace listing, direct them to your proper online store to complete the purchase. This way you benefit from Marketplace's traffic while building your own store's order history and customer base.
8. Run Google Ads on a Small Budget
You don't need a big budget to test Google Ads. Even R50–R100/day can get your store in front of people actively searching for what you sell. Unlike social media advertising (which interrupts people), Google Search Ads reach people who are already looking to buy.
Start with a simple campaign targeting your most specific, high-intent keywords — for example, "buy [your product] online South Africa." Set a small daily budget, monitor your results, and scale what works.
BeNimble stores integrate easily with Google Ads tracking so you can see exactly which ads are driving sales.
9. Email Your Existing Network
Don't underestimate email. Send a launch announcement to everyone in your email address book — family, friends, former colleagues, anyone who might buy or share. Write it like a personal letter, not a marketing email. Tell your story, share your excitement, include a special offer for people from your network.
People who receive a personal email from someone they know are far more likely to buy or share than a stranger who saw an ad. Your network is your most powerful early marketing channel.
10. Ask for Reviews and Referrals Proactively
After every sale, follow up with your customer. Thank them for their order, ask if they're happy with their purchase, and politely ask them to leave a review. Make it easy — include a direct link to your review page.
Then take it one step further: ask them to share your store with one friend who might also be interested. Word-of-mouth is the most powerful marketing in South Africa, and a happy customer is your best salesperson.
BeNimble's built-in post-purchase email system makes it easy to automate these follow-ups so you never forget to ask.
The Path to 100 Is Paved With Action
None of these strategies require a big budget. They all require consistency, effort, and a genuine belief in what you're selling. Pick three of these strategies and commit to them for 30 days. Be consistent. Be patient. Your first 100 customers are closer than you think.
If you don't have your store set up yet, start today: 14-day free trial on BeNimble — no credit card needed.
Naomi
BeNimble Team
