How to get set for online success in 2021

Nov 17 2020 | PayPal editorial staff

New year, new plan. The pandemic may have disrupted your business in 2020. Read on for tips to selling online and achieving success in 2021.
The Covid-19 pandemic in 2020 has changed the way we live, work and shop; many businesses have been impacted as a result.

As we enter a new year, what can you do to have the best chance of online success in 2021?

1.  Consider how customer behaviour has changed.

The pandemic has caused people to change their shopping behaviour in 2020 and will likely affect how we behave in 2021. As you plan for next year, think about how these factors may affect your business:
  • More online shopping – Shopping online has increased by 70% in Asia-Pacific, more than doubled in the US and increased 50% in Europe.1
  • More online gifting – Unable to visit distant loved ones, people are shopping and sending gifts online and overseas for big holidays and celebrations like Valentine’s Day, Chinese New Year, Diwali or Three Kings’ Day.
  • Greater desire for convenience and caution – Shoppers are using home delivery and click-and-collect to stay home and stay safe.2
  • Concern for bargains and essentials – Shoppers are more focused on essential goods rather than luxuries and looking at value-for-money rather than brand loyalty.3, 4 Nearly half of shoppers in India and South Korea say they are changing to less expensive products.5
  • Community, connection and caring – The pandemic has also made people feel more connected with their local communities and concerned about the values and purpose of the brands they buy.6

2.  Plan ahead for success.

A little planning can save you wasted money and missed opportunities. For many businesses, 2020 was all about reacting to the pandemic. As we look to 2021, how can you be better prepared for continuing disruption or for an improving business situation? Consider the following:
  • Create a financial plan or budget – You can’t build a successful business without understanding your costs, sales and profit. Use accounting software or a spreadsheet to create a plan of your sales by month, your fixed costs (like rent, website hosting etc) and variable costs (like shipping, marketing etc).
  • Consider your cashflow – Plan ahead for your cash needs and, if necessary, explore funding solutions for your working capital requirements.
  • Create What-If scenarios – A good approach to risk management is to create alternative budget scenarios: what if my sales are 10% lower than I planned? 20%? What if my costs increase by 5%? These can help you prepare for the unexpected.
  • Write a marketing plan – A simple marketing plan will help you decide which countries and holidays to target, which selling methods you plan to use, which products you’ll promote and how much you plan to spend on each.
  • Plan for the worst – Check that you have adequate cash reserves in case of another poor year and ensure you have a business continuity plan to help you cope with the unexpected.
As you plan for 2021, also think about your business and its role in the community. Everyone’s been hard hit and customers want to know that you’re there to help, so consider how you might invest in your community, or enter local partnerships to help your community thrive.

3.  Build a strong mobile and digital footprint.

Get your website ready. Make sure your website is up-to-date and optimised for the new normal of increased online sales and cross-border customers. Nearly three quarters (73%) of shoppers now use mobile devices,7 so also make sure your site and payment process are optimised for customers using small touchscreens. This article is full of tips on how to optimise your site, from fixing the basics to including the information customers need to buy from you.

Help people pay the way they prefer. One of the most important things you can do to improve your site is to streamline your checkout process, especially for mobile users and international customers.

No-one likes typing card numbers and personal details on a tiny touchscreen, so use an option like PayPal Checkout that minimises the input required from your customers. Displaying PayPal Checkout buttons on your homepage and every product page can also make it easy for customers to complete a purchase without getting distracted. Be sure to meet the needs of international customers. One in five shoppers8 will abandon a purchase if they can’t pay the way they prefer. Online shoppers are significantly more likely to buy abroad if they can do so in their own currency,9 so select a payment solution that helps you display prices in your shoppers’ local currency.

If you need a website, consider starting with an e-commerce website builder or an ecommerce platform. This may be a faster way to get a website up and running compared to creating and coding one from scratch. PayPal is built into many ecommerce platforms so that you can easily set up the store you need with a trusted payment provider. These include Magento, Shopify, WooCommerce and Wix.

4.  Gain Reach with new markets and channels.

Finding new markets. Cross-border online sales are growing at twice the rate of domestic online sales.10 People are looking for new brands and ways to send gifts. That means it could be a good time to target new customers in other countries.

Start by thinking creatively about which holidays best match the customers and products you already have. For example, if you have many customers in China, creating a promotion for Chinese New Year may be a good idea. If you sell dressing-up costumes, think about targeting Mexico’s Day of the Dead (Día de los Muertos) or Halloween.

Finding new channels. Do you already sell online or are you just getting started? Maybe you’re unsure whether selling online is right for your business? Or, perhaps you only sell on a single marketplace (like Alibaba or Flipkart) or social platform.

It’s worth exploring as many ways to reach your customers as possible: on your own website, different marketplaces, and a range of social media channels. Look for the places that best match your products and markets. For example, Etsy is a very popular marketplace worldwide for craft goods, while Flipkart is the biggest marketplace in India. Social media like Instagram and Facebook marketplaces are great for visual products while LinkedIn is targeted towards businesses.

You may find this article useful as you think about ways to increase your online reach.

Social media. People are spending more time at home scrolling through their social feeds, making this a good way to engage with customers and be part of their conversations. If you don’t use social media for your business, then think about testing 1 or 2 platforms. Customers also use social media to send direct messages, so turn on your auto-replies during busy periods to manage customer expectations. Always respond to comments and inboxes daily and encourage followers to share their opinions on your post. Find small tactics that help you connect with your audience in a human way.

5.  Build customers’ trust.

Shoppers may not have heard of your business before, but you can build trust by showing the names that you do business with. Letting people know, right from your homepage, that you accept payment by PayPal is one example. Other trust signs include security badges (like SSL certification), membership of professional bodies and third-party endorsements. These signs are important when you sell to customers in different countries. The pandemic has made shoppers more aware of health and safety matters so use your website to share the safety measures that you’ve put in place, such as contactless menus and payment, or click-and-collect for local customers. You can also build confidence by being transparent with the information a customer might wish to know and making it easy to find. For example:
  • Contact information
  • Returns policy
  • Shipping
  • Full and fair product descriptions
  • Customer reviews 

6.  Revisit your marketing.

A lot has changed recently, so review and update your digital marketing activities for 2021.

Start with empathy – Show the humans behind your brand, share authentic stories and re-evaluate the images, language and tone of voice (on web and social) to ensure they are compatible with customers’ concerns. Think about responsible marketing and how your business could support the local community.

Get creative with your marketing – Try new tactics. For example, use video or online training, think about online events or start a blog. These can help you build relations with your customers.

Social and digital strategies – Consider how paid online ads could help you reach new customers, even in new markets.

Search engine optimisation (SEO) – If you have a website, then review your SEO carefully, optimising your homepage and product pages to reflect how search trends and shopping behaviours have changed. For example, terms like “open now”, “near me” and “deliveries” are important when customers are not travelling far.

Automate your marketing – Explore marketing automation solutions that can help recover shopping cart abandonment, for example by sending an email reminder to recent shoppers on your site.

As we enter 2021, keep your strategies agile so that you can change quickly as market conditions change. Also, consider how much time and staff you need to manage online aspects of your business including updating website content, SEO & remarketing tactics.

How PayPal can help you get set for success in 2021.

PayPal helps you become a global business that can connect with over 340 million PayPal customers in over 200 markets around the world.

It’s also easy to integrate into your existing ecommerce site. Some payment solutions are complicated and time-consuming to implement but, with PayPal Checkout, all that’s required is one integration and PayPal keeps it up to date from there.  It can be as simple as copy/pasting a line of code which you or your developer can do. Or you can easily integrate it on your shopping cart through an e-commerce platforms if you’re not technically minded.
PayPal Checkout can help you get set for online success in 2021.

Not on PayPal yet? Sign up now and get PayPal Checkout for your site.


To get started with PayPal Checkout

[1] OECD (2020), Connecting Businesses and Consumers During COVID-19: Trade in Parcels,
[2] Nielsen (2020), How Americans are shopping during COVID-19, 
[3] McKinsey & Company (2020), Consumer sentiment is evolving as countries around the world begin to reopen, (a study of consumer sentiment across 42 countries, June 2020),
[4] Bazaarvoice (2020), Behavior that Sticks,
[5] McKinsey & Company (2020), Consumer sentiment is evolving as countries around the world begin to reopen
[6] Accenture (2020), COVID-19: How consumer behavior will be changed,
[7] PayPal (Q3 2019), Ipsos commissioned by PayPal, Mobile Commerce Research, an 11 market survey  (UK, France, Germany, Italy, Spain, Australia, India, Japan, US, Mexico, Brazil) with approximately 22,000 consumers and 4,602 business respondents to examine how people shop online.
[8] PayPal (2019), PayPal mCommerce Study. On behalf of PayPal, Ipsos interviewed a quota sample of c.2,000 (22,000 total) consumers (aged 18-74) who owned or used a smartphone and c. 300-500 (4,602 in total) business influencers or decision makers who sell or take payments online to Consumers (and businesses) in 11 countries (UK, France, Germany, Italy, Spain, Australia, India, Japan, US, Mexico and Brazil). Interviews were conducted online between July 23 and August 25, 2019. Data was weighted in Australia on age and income to replicate study conducted previously. No other weighting was applied.
[9] PayPal commissioned Ipsos MORI PayPal Insights 2018. n=34,000, 31 markets. Online survey of adults (aged 18+) between March — May 2018.
[10] OECD (2020), Connecting Businesses and Consumers During COVID-19: Trade in Parcels,

Frequently asked questions.

Effective Oct 1, 2021, Indian banks may start declining automatic/subscription payments of all Indian card holders, because of e-Mandate required by Reserve Bank of India(RBI). If you’re subscribing to any automatic payments using your Indian cards, the payment will be declined. Please contact your seller or service provider to arrange a different way to pay.
One-time/once only payments will still go through as always and aren’t impacted by this regulation. Eligible transactions are covered under Buyer Protection.

Learn more about how to cancel existing automatic payments.

This regulatory change won’t affect the automatic payments from international customers. You can also continue to receive payments for one-time/once only transactions from customers who use a PayPal India account.

I’m a freelancer, merchandise/service exporter/merchant registered with PayPal to receive international payments into my Indian bank account. Will this get impacted?
No. There’s no impact to the international payments into your Indian bank account that you receive via PayPal for sales/export of goods and services.
Here are some common reasons why a payment may be temporarily unavailable:
  • You’re a new seller with PayPal, or you’re an established seller but have opened a new account. It takes time to build up enough history of successful transactions.
  • You haven’t sold in a while. Previously inactive accounts may be subject to payment holds while rebuilding a positive selling history.
  • You receive a large number of reversals, disputes, or chargebacks. We suggest that you communicate with your customers often and work with them to resolve any concerns. If your customer filed a dispute or chargeback because someone illegally used their PayPal account to make the transaction, please hold off on shipping any items.
  • Your selling pattern has changed. For example, the sales volume increases abnormally, or there’s a change in your average selling price, business platform, or type of item being sold.
  • The transaction involves higher-risk items, including tickets, gift cards, consumer electronics, computers, and travel packages.
By placing the payments on hold, we want to make sure that there are enough funds in your PayPal account to resolve any issues that may arise with your transactions, such as chargebacks or disputes.

If there aren’t any issues with your transaction or account, the payment will typically be available to you within 21 days after receipt (the funds may not be released until later in the day). To get your payments released sooner, use trackable delivery with any of our approved delivery companies and enter the tracking details on your Activities page. We’ll usually release your payment 1 day after delivery is confirmed. If your buyer confirms they've received the item, your payment will be released immediately.

To learn more about eBay payment holds, contact eBay for assistance.

Where is the money I received?
How to spot fraudulent emails?

Congratulations on receiving your recent sale! 

We’re excited you’ve chosen PayPal to process your payments. Let’s get started with how selling on PayPal works, what you should expect and how we manage access to your money as you get started. 

As a new seller or someone who hasn’t sold in a while, we want to ensure you’re able to serve your customers with the high standards they deserve. At the same time, we want to protect you, as a seller, as you navigate how payments work. We therefore require that you confirm your identity and monitor your performance as a seller. As you begin your selling journey, or start selling after a while, we hold the initial payments you receive for up to 21 days. This is a common industry practice to cover any potential buyer complaints that may happen in that time.  

How do I get access to my money? 

We review sellers' accounts each month to see if some/all sales proceeds can become available immediately. Once you build a positive selling history on your account and confirm your identity, we’ll give you access to your money faster. 

I have access to some money instantly, how can I get access to more? 

You’ll be able to request an increase, once a month, in the amount immediately available to you in each calendar month, once you: 

  • Confirm your bank account or debit/credit card 
  • Confirm your mobile phone number 

We’ll also ask you to complete some or all of the following: 

  • Reach a specified number of sales/orders 
  • Receive a specified total amount from sales 
  • Receive no buyer disputes for a specified number of days 

How do I get my payments released sooner? 

In some cases, you might be able to help to release your held payment(s) sooner. Check your account for more details.

Learn what a limitation is, why an account may be limited and what to do if your account is limited.

What is an Account Limitation?

Account Limitations prevent you from completing certain actions with your account, such as withdrawing, sending, or receiving money. These limitations are implemented when we see unusual or suspicious activity to help protect both PayPal buyers and sellers. Limitations also help us collect information necessary for keeping your account open, and they help ensure our customers are protected. 

Let’s take a closer look at limitations by exploring what might prompt them and how they could affect you.

Reasons for Account Limitations

There are a number of reasons why your account could be limited. For instance, if we suspect someone could be using your account without your knowledge, we’ll limit it for your protection and look into the fraudulent activity.

We’ll also limit your account if your debit or credit card issuer alerts us that someone has used your card without your permission. Similarly, if your bank lets us know that there have been unauthorised transfers between your PayPal account and your bank account, your PayPal account will be limited.

In other cases, your account could be limited in order to comply with regulatory requirements. For example, requesting certain products, like a debit card, can trigger federal and state laws, and we may limit your account while we work together to satisfy those requirements.

Your account may also be limited due to PayPal policies we have in place to ensure we’re in compliance with your state’s regulations.

Likewise, if you’re not in compliance with our Acceptable Use Policy, you’ll find that your account has been limited. Selling banned items such as prescription drugs or guns is an example of a violation of the Acceptable Use Policy.

Another reason why your account could be limited is seller performance indicating your account is high risk. For example, receiving an unusually high number of claims and chargebacks from your buyers is an indication of poor seller performance. If you start selling an entirely new type of product, such as a higher-cost item like jewelry, or if your typical sales volume increases rapidly, your account may be limited while we do a review.

How to improve your seller performance

Receiving an elevated number of claims and chargebacks from your buyers is an indication of poor seller performance, which can lead to account limitations. Following some simple guidelines can help you improve your performance and reduce the likelihood of limitations. Overall, communication and information are key.

You should:

  • Provide photos and detailed product descriptions.
  • Be upfront about policies such as poastage and returns.
  • Send orders promptly and use tracking.
  • Respond quickly to any messages from buyers.
  • Work to amicably resolve any problems.
  • Send to the address provided in the transaction details page.
  • Use quality packaging materials to prevent damage.

Following these guidelines will help reduce the number of chargebacks, disputes, and unhappy customers, which will in turn reduce the chances of account limitations.

How a Limitation impacts your account

If your account is limited, you’ll most likely be unable to send or withdraw money, and you might find that you can’t accept payments or add money to the account. In most cases, we’ll email you or you’ll see an alert on your Account Overview before a limitation goes into effect. If you log in to PayPal and address this warning when prompted, you may be able to prevent the limitation.

What to do if your account is limited

The requirements for getting the limitation removed and your account restored are usually quite basic; you’ll just need to address the issue with the account, often by providing information to us. If you find that your account has been limited, the best source of information on what you’ll need to do is the email you receive informing you that your account is limited. Also, you should log in to your account for additional details about your situation and how to resolve the limitation. These are the best resources for information specific to your account. Once your account is under review, please watch for and respond to communications from PayPal.

Guard your information to help prevent Account Limitations

One way to protect yourself is to use caution when you’re online. For instance, be especially careful about clicking on links within emails. Fraudsters often develop official-looking emails with links that supposedly lead to a familiar website. They do this in an effort to get you to share personal information.

Reliable institutions won’t ask you to share sensitive personal information this way, so don’t open any attachments or click on any links. If you receive one of these spoof emails from someone pretending to be PayPal, report it by forwarding the email to and we'll investigate it for you. After you send us the email, delete it from your inbox. If you happen to click on any links or open any attachments within the suspicious email or website, log in to your account and check your recent activity. If you see an unauthorised transaction, go to the Resolution Centre to report it.

It’s also a good idea to change your password. Select strong passwords for online accounts (including your PayPal account). Passwords should be long and contain a combination of numbers, letters, and symbols. Never share your password with anyone and don’t use the same password for multiple accounts.

Protecting your computer with anti-malware software will also help protect you by keeping viruses and spyware from infecting your machine. Offline, you should shred any personal documents before throwing them away and keep items such as your Social Security card in a safe place (not your wallet) to prevent theft.

If you still have questions about your account access, log in to your PayPal account, click Help & Contact, and then click Call Customer Service.

For more details on how to lift the limits on your PayPal Business account, watch this video.


The contents of this site are provided for informational purposes only. The information in this article does not constitute legal, financial, IT, business or investment advice of any kind and is not a substitute for any professional advice. You should always obtain independent, professional accounting, financial, IT and legal advice before making any business decision.