Ghost Commerce: What It Is and How to Get Started

Ghost commerce is an emerging business model that combines elements of dropshipping, affiliate marketing, and social commerce. Here's what you need to know.

What is Ghost Commerce?

Ghost commerce refers to selling products without creating or maintaining a traditional ecommerce store. Instead, you use social media, content platforms, and direct communication channels to connect buyers with products.

The "ghost" aspect means you operate behind the scenes without a visible storefront. Transactions happen through existing platforms like Instagram, WhatsApp, or specialized apps.

How Ghost Commerce Works

You create content around products—reviews, demonstrations, styling tips—on social platforms. Interested buyers contact you directly or click special links. You process orders through dropshipping suppliers or affiliate networks.

Benefits of Ghost Commerce

• Lower startup costs—no website needed
• Faster to launch and test products
• Built-in audience on social platforms
• More personal connection with customers
• Flexibility to pivot quickly

Challenges to Consider

Ghost commerce has limitations. You're dependent on platform policies and algorithms. Building brand equity is harder without a dedicated store. Scaling can be challenging without automation.

Is Ghost Commerce Right for You?

Ghost commerce works well for testing products, building an audience, or supplementing income. It's ideal if you already have a social media following or content creation skills.

For long-term business building, consider ghost commerce as a starting point, then transition to a proper store as you scale. This gives you more control and better automation options.