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Key Takeaways
- Wholesale partnerships with established brands offer higher volume sales with lower risks in 2025.
- Innovative private labeling and strategic use of platforms like TikTok Shop are keys to standing out in the crowded ecommerce landscape.
- Subscriptions, print-on-demand services and AI-enhanced digital products are among the successful business models for online entrepreneurs.
The online selling space has changed a lot in the past few years. Ten years ago, everyone was talking about dropshipping from AliExpress or finding that “one winning product” to promote through Facebook ads. Fast forward to 2025 and the game looks very different. Costs have gone up, platforms have cracked down on low-quality sellers and customers are smarter than ever.
The good news? There are still plenty of ways to make money online. It just takes choosing the right business model and executing it well. Here are the top models actually working for entrepreneurs and online sellers right now, with tips and real-world considerations so you don’t waste your time.
1. Wholesale (FBM or FBA)
One of the most stable models in 2025 is good old-fashioned wholesale. Instead of gambling on untested products, you partner with authorized distributors of brands that are already selling. Think names like Kole Imports, Smith Distributors or Wholesale2B for bulk catalogs, or direct relationships with brands.
How it works:
- You buy inventory (often in bulk, as needed) from a distributor or brand.
- You resell it on Amazon, Walmart or your own store.
- Margins tend to be slimmer than private label (8% to 20%), but volume is much higher and risk is lower.
Pro tip for Amazon sellers: If you’re using Fulfilled by Merchant (FBM), you can work with a 3PL (third-party logistics) warehouse to ship orders for you. This helps keep costs down compared to FBA’s rising fees.
Example: Imagine you’re selling office supplies. Instead of designing your own stapler brand from scratch, you can resell well-known names like BIC or Swingline. Customers already trust the brand, which means faster sales and probably fewer headaches.
2. Private label (with a twist)
Private label is still alive and well … but with tighter competition. Slapping your logo on a generic product anymore will not do the trick. In 2025, the sellers winning with private label are innovating in small but meaningful ways: better packaging, bundling products or solving micro-pain points customers complain about in reviews on competitor products. Thorough research is required before launching a private label brand.
How it works:
- Source a product from a manufacturer, oftentimes overseas.
- Rebrand it and ideally make small improvements.
- Sell on Amazon, Shopify, Walmart, TikTok Shop or your own branded store.
What’s changed: TikTok has become a major launch platform. Viral content can push new products to millions of eyes in days. Sellers are leaning on TikTok Shop to test products quickly before moving them to Amazon for scale.
Example: You might not invent a brand-new yoga mat, but you could bundle it with a free carrying strap and design packaging that makes it gift-worthy. That extra $2 investment could double your conversion rate.
3. Two-step dropshipping
The dropshipping everyone made fun of? It’s evolved. Two-step dropshipping (sometimes called wholesale dropshipping) is where you don’t list random AliExpress products but instead connect with legitimate U.S. distributors who can blind-ship directly to your customers.
How it works:
- You list products on Amazon or Walmart that you don’t physically stock.
- When a customer orders, you send the order to a wholesale supplier who ships it under your name.
- You pocket the margin without holding inventory.
Why it works in 2025: It’s low risk and fast to start, and if you’re working with the right suppliers, customers get fast U.S. shipping. The key is building real supplier relationships (not just scraping catalogs).
Pro tip: Amazon is strict about dropshipping, so always use suppliers who blind ship (no invoices, logos or branded boxes in the package). Make sure you do everything within Amazon’s seller guidelines.
4. Print on demand (POD)
POD is still a solid business model, especially for creatives. The catch? In 2025, competition is intense, so the only people winning are those who actually understand their niche and create designs customers connect with.
How it works:
- You design graphics for shirts, mugs, hats, posters, etc.
- When a customer orders, a POD company like Printful or Gelato prints and ships the item.
- No inventory, no upfront costs.
Pro tip: Use social media communities to test designs before launching. Reddit groups, TikTok comments or even Discord servers can give you instant feedback.
5. Subscriptions
Recurring revenue is the dream. Subscription boxes aren’t new, but they’re evolving. Instead of broad “monthly surprises,” sellers are finding success with niche-focused bundles.
How it works:
- Curate products in a category people regularly use or collect.
- Ship them on a subscription model (monthly or quarterly).
- Build a community around the box for higher retention.
Examples working now:
- Beauty/skincare sample boxes for niche audiences (organic-only, cruelty-free, etc.)
- Hobby kits like model building, puzzles or crafting supplies.
- Snack boxes sourced from international markets.
Consider this… If you’re a dog owner, wouldn’t you rather subscribe to a monthly box that includes treats, a toy and grooming wipes tailored to your pup’s size? That saves you trips to Petco and feels like a treat for your dog.
6. Digital products combined with AI tools
Here’s the wild card of 2025: digital products. With AI exploding, there’s a growing market for courses, templates and AI-powered tools designed for entrepreneurs. Digital products are attractive because they scale infinitely and have almost no overhead.
How it works:
- Create an info product (ebook, course, guide) or digital tool (AI prompt pack, software template).
- Sell it through platforms like Gumroad, Etsy, Shopify or even bundled with physical products.
- Customers get instant access; you collect pure profit.
Pro tip: Amazon KDP (Kindle Direct Publishing) is hot right now for niche books, guides and low-content journals.
So which one should you pick? The truth is, there isn’t a one-size-fits-all answer. It depends on your skills, capital and risk tolerance.
If you’re serious about selling online, start small but plan with the long term in mind. Amazon, TikTok and Shopify aren’t going anywhere, but the rules of the game will keep shifting and new marketplaces are bound to emerge.
Key Takeaways
- Wholesale partnerships with established brands offer higher volume sales with lower risks in 2025.
- Innovative private labeling and strategic use of platforms like TikTok Shop are keys to standing out in the crowded ecommerce landscape.
- Subscriptions, print-on-demand services and AI-enhanced digital products are among the successful business models for online entrepreneurs.
The online selling space has changed a lot in the past few years. Ten years ago, everyone was talking about dropshipping from AliExpress or finding that “one winning product” to promote through Facebook ads. Fast forward to 2025 and the game looks very different. Costs have gone up, platforms have cracked down on low-quality sellers and customers are smarter than ever.
The good news? There are still plenty of ways to make money online. It just takes choosing the right business model and executing it well. Here are the top models actually working for entrepreneurs and online sellers right now, with tips and real-world considerations so you don’t waste your time.
