Small businesses are struggling to gain traction online and trying to keep up with big retailers.

SALT LAKE CITY (KUTV) — The busiest retail season of the year begins this weekend with Black Friday, Small Business Saturday and Cyber ​​Monday.

However, for some small businesses in Utah, it can be a real challenge to succeed online. So what are small shops doing to keep up with the big online retailers?

There are small retailers in Utah that have found their audience, but others are still trying to gain any exposure they can. Some store owners say this could become even more challenging since large online retailers take up such a large market share.

It’s expected to be a busy weekend for Salt and Honey workers in Salt Lake City. They host a small business Saturday market, and store manager Shelby Livingston expects it to be their busiest day of the year.

“We’re planning for our fourth quarter expecting Small Shop to do very well on Saturday,” she said.

MORE FOCUS ON YOUR MONEY:

They contract with local suppliers who are having trouble finding customers and provide physical locations to sell those items, as well as increase online sales. She says some of these local sellers have tried to sell their wares on their own but haven’t been able to get enough traction online.

“I have vendors who will say, ‘I tried Etsy, I didn’t like the fees, and I didn’t get much traffic.’ I mean, for every successful TikTok store you see, there are hundreds that get 20 views per video,” Livingston said.

She often advises clients to follow these providers online or check their websites only to find out that clients are not always able to do so.

“And I found out they don’t have a website because they say, ‘I’m just one person.’ I can’t run the website, I can’t manage it and I can’t deliver the products,” she said.

Utah Retailers Association CEO Dave Davis says technology is a great equalizer and AI is becoming a more effective tool for small retailers.

“We have artificial intelligence technology that a lot of our small businesses are using to solve customer service problems and just figure out what their requirements are,” he said.

If a retailer is struggling to meet online demand, who can they turn to for help?

“I think in the direct selling market there are many ways to access it. Those small businesses that get a really good reputation for the products they offer can often reach consumers directly without using one of these platforms,” Davis said.

Davis also said many small businesses are adopting a hybrid style called “bricks and clicks,” where they try to entice online shoppers to physically come into their brick-and-mortar store by promoting a unique in-person shopping experience.

_____