In the United States alone, there are an estimated 2.7 to 3.5 million online stores in 2025 out of roughly 32 million businesses overall. That mix includes everything from one-person side hustles to fast-growing startups and household brands. Roughly 2 million are online-only shops. Around 700,000 run on Shopify, 1.1 million sell through Amazon, and more than 2.4 million use Etsy. Even WooCommerce powers over half a million U.S. stores*.

With so many people running digital storefronts or expanding their offline business online, it’s clear that selling on the internet is no longer niche. But as more small businesses join the digital economy, cybercriminals follow the money.

Whether you sell physical products, run subscriptions, or create digital tools, every online business model comes with its own risks — from fake suppliers and phishing emails to data leaks. Most of these threats can be prevented with a few smart habits and the right protection in place.

Here are six proven ways people are making money online in 2025 and how to protect each one.

6 Ways to Sell Online and Keep Your Business Safe

1. Wholesale Partnerships

Wholesale selling is still one of the most reliable ways to make money online. You buy products directly from trusted brands or distributors and resell them on marketplaces like Amazon, Walmart, or your own website. The margins may be smaller than with private-label goods, but you gain stability, steady sales and fewer surprises because people already trust the brands you sell.

It works because you’re selling items people already know and trust, which helps you move stock faster and build a steady revenue stream.

Common risks and threats:

Wholesale success depends on trustworthy suppliers and that’s exactly where scams strike. Fraudsters often create fake distributor websites or send phishing emails pretending to represent well-known brands. Others issue fake invoices or purchase orders to steal money or sensitive business data.

To stay safe:

  • Verify new suppliers through official business registries or brand websites.
  • Be cautious with “too good to be true” offers or payment requests by wire transfer.
  • Use strong passwords and enable two-step verification on your Amazon Seller account.
  • Bitdefender’s Phishing & Email Protection detects and stops fake business emails and malicious websites before you click.

Related: How to Set Up a Secure Amazon Seller Account and Sell Worldwide

2. Private Label (with a Personal Touch)

Private labeling means selling your own branded version of an existing product. Instead of inventing something entirely new, you source it from a manufacturer, make small improvements, and market it under your name. Sellers stand out by focusing on details: better packaging, small design tweaks, or solving a pain point competitors overlook. Many use TikTok Shop or social media to test products quickly before scaling on Amazon or Shopify.

Common risks and threats:

Working with manufacturers, especially overseas, comes with its own set of dangers. Fake sourcing agents may disappear after receiving deposits, while dishonest partners might copy your product design or brand. Hackers also target popular sellers by trying to hijack their Amazon or Shopify accounts — often through phishing emails — to reroute payments or delete listings.

To stay safe:

  • Research manufacturers thoroughly and use verified directories or trade shows.
  • Avoid sharing design files or financial details through unsecured email.
  • Use strong, unique passwords for each platform and enable MFA.
  • Bitdefender’s Digital Assets Protection alerts you instantly if your business credentials or sensitive files leak online.

Related: How to Sell on Shopify: Setup, Pricing, and Safety Tips

3. Two-Step Dropshipping

Today’s successful sellers use “two-step” or wholesale dropshipping, partnering with legitimate U.S. suppliers who ship products directly to customers. You don’t hold inventory — you list the products, and your supplier fulfills orders. It’s fast to start, low-cost, and doesn’t require storage space. But you need solid supplier relationships and compliance with marketplace rules.

Common risks and threats:

Because money and data flow between several parties — you, your suppliers, and your customers — this model is a prime target for scams. Some fake suppliers take payments and never deliver, while others may collect customer information to commit fraud. On the other end, fake buyers sometimes use stolen cards to place large orders, triggering chargeback losses for you.

To stay safe:

  • Work only with verified suppliers who blind ship (no branded packaging).
  • Watch for sudden bulk requests, unrealistic deals, or odd shipping addresses.
  • Use Bitdefender Scam Copilot to scan supplier emails, POs, and links in seconds and flag fraud risks before you act.

Related: How to Stop Chargeback Fraud from Hurting Your Small Business

4. Print-on-Demand (POD)

Print-on-demand lets you sell custom-designed products like T-shirts, mugs, or posters without keeping stock. When someone buys, the POD platform prints and ships the item for you. It’s a creative and low-cost way to turn ideas into income. You can experiment freely, test new designs, and build a niche following.

Common risks and threats:

Because POD businesses operate entirely online, scammers can easily exploit them through fake platforms or phishing campaigns. Fake POD platforms that look identical to real ones may steal payment data or original designs. Others might use phishing emails to trick sellers into logging into cloned websites, giving away credentials unknowingly.

To stay safe:

  • Double-check web addresses before logging in or uploading designs.
  • Keep your artwork backed up securely and use watermarks where possible.

Related: What is a BIN Attack and Why Is Your Very Small Business at Risk?

5. Subscription Boxes and Services

Subscription boxes bring recurring income through curated products — from monthly snack boxes to niche skincare kits. In 2025, success comes from personalization and community, not just novelty. Subscribers value convenience and consistency, and this model builds loyalty and repeat revenue.

Common risks and threats:

Because subscription businesses rely on stored customer data, even a small security gap can have big consequences. Hacked websites, outdated plugins, or weak payment protections can expose names, addresses, and card details — instantly damaging customer trust.

To stay safe:

  • Use trusted payment processors with built-in encryption and fraud protection.
  • Keep your CMS, plugins, and SSL certificates up to date.
  • Back up your data regularly and store it securely.

Related: What Is An SSL Certificate And 6 Reasons Why Your Small Business Website Needs One

6. Digital Products and AI Tools

Digital products, from ebooks and templates to AI-driven tools, are one of the fastest-growing business models. Once you create a product, you can sell it endlessly without physical costs. AI makes it easier than ever to build, automate, and scale your content or product library.

Common risks and threats:

Digital goods are easy to copy, and that’s where fraudsters move in. Scammers clone digital courses, resell stolen templates, or spread fake “AI tools” containing malware. Others impersonate sellers or set up lookalike marketplaces to collect payment details from unsuspecting buyers.

To stay safe:

  • Sell through trusted platforms like Gumroad, Etsy, or Shopify.
  • Use license keys or digital rights protection where possible.
  • Avoid logging in or uploading files over public Wi-Fi — use a VPN instead.
  • Bitdefender’s Advanced Threat Defense detects malware and unsafe downloads instantly.

Related: How to Spot Fake Software Deals and Updates Before They Hack Your Business

Sell Safely and With Confidence

No matter which model fits your business best, success online depends on security. One phishing link, a fake supplier, or a data breach can cost you more than a slow month of sales.

With Bitdefender Ultimate Small Business Security, your business stays protected from scams, breaches, and malware across all devices and platforms. So you can focus on growing your business, knowing your work, reputation, and data are safe.

Try it free for 30 days.

*Sources: clearlypayments.com, entrepreneur.com

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