Key takeaways
- Selling food online requires freshness, shelf life and good delivery.
- Clearly state ingredients, allergens and storage advice.
- Offer delivery or collection with your own time slots.
- Check which features and additional tools your food range, delivery process and information duties require. See also: food webshop.
Choose a food range whose shelf life, packaging and delivery you can manage reliably. Check which product information and food safety requirements apply to your goods and working methods. Explain ingredients, storage guidance and delivery on product pages so customers understand what they receive and how to keep it.
Choose a focus
Food is a broad category. Choose a recognisable product or theme, such as coffee, jam or spice mixes, and check whether your audience understands the offer. A clear specialism helps explain what you sell but does not guarantee better sales.
The rules: food safety
Selling food is subject to rules, because it concerns the health of your customer. The most important points:
- your production must be hygienic and food safe (in the Netherlands you fall under the supervision of the NVWA);
- Check which label and product information your product requires. Prepacked and non-prepacked foods may require different forms of information; use the NVWA guidance on allergens and provide required information before purchase.
- allergens must be clearly stated — this is legally required and crucial for safety;
- Before selling, use the NVWA registration guidance to check whether your food business must register and whether your activities also require recognition. Registration is not blanket approval of your production premises or range.
For sales in the Netherlands, document the product, preparation, storage and delivery and check the applicable NVWA guidance. Before publication, complete one product file with supplier, ingredients, allergens, shelf life and storage advice. Seek specific advice if chilled delivery or own preparation remains unresolved.
Shelf life and shipping
Food is fragile and has a limited shelf life, so shipping requires attention:
- choose products that keep well and ship well (dry, long shelf life) when you're just starting out — jams, coffee, cookies and spices travel easier than fresh or refrigerated products;
- pack securely and leak-proof, so that nothing breaks or leaks in transit;
- clearly state the shelf life and ship on time;
- Chilled or frozen shipping is possible, but is more expensive and complex — don't start with that.
Many food products fit as a package; For the general approach, see send cheap packages, although you should consciously opt for sturdier packaging if it is fragile or heavy.
Presentation: Make it look tasty
No one tastes online — your photos and story have to do the work. Take tasty photos with natural light, show the product up close and in use (the jam on a cracker, the coffee in a cup). Tell the story: where does it come from, how do you make it, what makes it special? With food, people buy the story and the craft just as much as the product. Instagram is an ideal showcase for this.
Purchasing and margin
If you make it yourself, include ingredients, packaging and your time in your price. If you buy to resell, see purchase products for your webshop. Keep in mind that attractive, food-safe packaging is a real cost item for food — factor it in.
Where will you sell?
Your own store gives room for presentation and direct customer contact. Calculate margin after ingredients or purchasing, labour, food-safe packaging, waste, delivery, payments and acquisition. Compare this with market or platform costs; your own store does not automatically give the highest margin. See also: a food webshop.
Common mistakes
- Ignore the rules regarding food safety and labelling.
- Do not (clearly) mention allergens.
- Poor or non-leakproof packaging, with damage en route.
- Start with fresh or chilled products that are difficult to ship.
Frequently asked questions
Can I just sell homemade food online?
Not without meeting the applicable requirements. You must produce food safely, have your label in order (ingredients, allergens, shelf life) and comply with the rules of the NVWA. Look into this or ask before you sell.
Which food products are easiest to ship?
Use the exact product’s storage requirements and fragility. Sealed, ambient-stable packaging may be simpler than chilled goods, but glass, leaks and weight still matter. Send a trial parcel and check protection, label and remaining shelf life on arrival.
Do I need to mention allergens?
Yes, this is legally required and important for the safety of your customer. Mention them clearly on your label and product page.
How do I take tasty product photos?
With natural light, up close and preferably in use (on a cracker, in a cup). The story and the craft involved sell just as fast.
Where is the best place to sell food?
Choose a channel where you can manage information and delivery properly. Compare your store, a market and any platform for the same product on total contribution and workload. Include waste and food-safe packaging and check whether the intended price actually covers those costs.
Get started
Choose your specialization, arrange food safety and your label, and start with long-lasting, shippable products. Take tasty photos with a strong story and put them in your own webshop. Ready for the specific approach? View how to start a food webshop with Microcart. Do you sell something else for in and around the house? Also read how to sell home accessories online.
Further reading
how to start a food webshop with Microcart
