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Bookstore? Who Needs One? A Guide to Selling Direct for Indie Authors
Michael Adams
As a new writer exploring ways to sell your book, there’s a chance you don’t want the traditional methods like bookstores or third-party platforms anymore. If that’s the case, you’re not alone.
Nowadays, indie authors are turning to direct-reader sales because they believe it’s a smarter and more personal approach. If you sell directly, then it’s very likely that you will improve your profits. It also gives you greater control over your brand, pricing, and audience engagement.
The good news is that setting up your own sales platform now is more accessible than ever.
If you have the right tools and guidance, even first-time indie authors can reach their target audience, turn them into fans, and score more sales.
In this article, we’ll explore simple, smart ways indie authors can sell their books directly, so you keep more of your earnings and build a stronger author brand.
Our Most Important tip? Work with the best author website design services so that your online store works well on mobile, loads fast, and has a secure checkout option for customers.
Here Are the Key Takeaways Before You Start
- Indie authors no longer need to rely on bookstores or third-party platforms to sell successfully.
- Building a direct sales platform gives you control over pricing, customer experience, and long-term brand development.
- Flexible product offerings and taking pre-orders are powerful tools for sustained growth.
- Outsourcing design and technical tasks can free up more time for writing and community engagement.
- Social media shops, email marketing, and licensing enhance visibility and reader loyalty.
Why Indie Authors Are Skipping Bookstores and Selling Direct
For decades, the dream for most authors was seeing their book on a bookstore shelf. But today, more and more indie authors are skipping traditional bookstores altogether and choosing to sell directly to readers instead.
That’s because they often earn only 40% – 60% of your book’s retail price when they sell through them. So, for a $15 book, they might take home just $3–$5.
There’s also a high risk of bookstores returning unsold books. That means if 100 copies go out and only 30 sell, the other 70 may come back. You may even have to pay back the wholesale cost of those returns.
If you’re one of the newer indie authors wondering how to sell a book without dealing with gatekeepers, continue reading this guide to get the answer.
How Independent Authors Can Sell Directly to Customers
1. Build Your Own Author Website Store
If you’re serious about selling your books independently, you need your own website. Not just a blog or landing page, but a full website that lets people browse your titles and buy them easily.
A well-designed website helps you look professional, connect with readers, and boost your credibility. It also gives you a space to offer signed books, bundles, audiobooks, and bonus content. You can easily use platforms like Shopify for authors, WooCommerce for WordPress, Payhip, and Squarespace to create one without advanced tech skills.
Still, if this seems too technical for you, you can hire an author website design service to do it for you. These experts know how to make book pages that convert visitors into customers.
Many offer different pricing options, so you can choose between affordable author website design services and more premium, advanced packages as per your requirement.
2. Use BookFunnel to Deliver Ebooks and Audiobooks
Once you have a store, you’ll need a way to deliver digital files to your buyers. For that, you can integrate tools like BookFunnel.
BookFunnel helps authors send ebooks and audiobooks directly to readers’ devices. It connects with payment systems like PayPal and Stripe, so you get paid instantly, and your readers get their download links right away.
This tool is great for digital-only products or limited-time bonuses. But that’s not all. You can also use BookFunnel to offer free samples in exchange for email addresses, which helps grow your list.
3. Sell With Email Marketing
Did you know? 60% of consumers say they made a purchase after receiving a promotional email.
And that’s all because it’s personal, direct, and highly effective when used well. Once you have an email list, you can send newsletters with updates, sneak peeks, special offers, and links to buy your books.
The tactic is to build value first. You can share helpful tips, behind-the-scenes stories, or reader-exclusive bonuses. Then, when you do promote a new title or bundle, readers are more likely to click. This approach turns casual subscribers into loyal customers.
Use tools like MailerLite, ConvertKit, or EmailOctopus to create easy, reader-friendly campaigns that drive traffic to your site.
4. Offer Pre-Orders and Limited Editions
Many indie authors miss out on early sales because they don’t offer pre-orders on their websites. But offering pre-orders is a great way to create hype before launch day.
You can use apps on Shopify for authors or tools like Payhip to create preorder listings. Offer exclusive perks like signed copies, bonus chapters, or collector’s items to engage fans right from the beginning.
Preorders also help you predict how many print books you’ll need or how to budget for ads.
5. Print-on-Demand for Physical Books
One of the best things about selling a book online today is that you don’t need to hold inventory. Print-on-demand services like BookVault, Lulu Direct, or IngramSpark let you sell physical copies directly from your site without shipping them yourself.
Wondering how it works?
Well, when someone buys a book on your website, the order goes to the print-on-demand service, which prints and ships it straight to the reader. You can set the price and keep the profit margin you choose. It’s stress-free and ideal for indie authors managing small print runs or international orders.
6. Bundle Your Products
Want to increase the value of each sale? Offer ebooks and audiobooks together, or sell a trilogy box set instead of individual titles. You can even include personalized merch, like bookmarks, art prints, or access to digital extras.
This strategy makes readers feel like they’re getting more for their money. On platforms like Shopify and WooCommerce, you can easily set up product bundles. Hire website designers for authors to add this option to your e-store.
7. Use Pay-What-You-Want Pricing
Want to build goodwill with your audience or attract more first-time readers? Try offering certain products at a “pay-what-you-want” price. This strategy works for short stories, digital extras, or behind-the-scenes content.
Sites like Gumroad and Payhip allow you to set a base price and let readers pay more if they wish. Who knows, some fans may surprise you by paying more to support your work.
8. Sell In-Person at Events and Markets
Indie authors, especially the new ones, need to connect with their audience, and there’s no better way than selling in person. Attend local craft fairs, author events, pop-up markets, or library showcases. You’ll meet readers, get on-spot feedback, and build strong community connections.
Bring your books, some signage, brochures, and a smile. Offer bundles or signed copies to increase your sales. You can also collect emails and promote your website store during these events to continue the relationship online.
9. Launch with Kickstarter
Kickstarter has become a go-to platform for authors, with more than 2 million backers contributing $200 million to publishing-related projects. To get started, you just need a good story, solid rewards, and a clean campaign.
Kickstarter helps you raise funds in advance for editing, cover design, or printing. Readers pre-order books and may also choose higher-priced packages like signed copies, merch, or character naming rights.
It’s both a funding method and a marketing tool that draws in new readers and validates your work.
10. Create a Membership or Patreon
Another way to sell directly is through monthly memberships. Platforms like Patreon or Buy Me a Coffee allow you to offer readers a subscription for ongoing content.
You might post early chapters, write updates, give Q&As, or provide exclusive audio. These platforms help you build recurring revenue while giving fans more access to your world.
Even a few loyal patrons can provide stable income and deeper engagement.
11. Don’t Ignore Social Media Shops
If you’re active on Facebook or Instagram, connect a store to your page. Shopify lets you integrate your products so readers can browse and buy without ever leaving the app.
Tag your books in posts and reels. Make it easy for someone scrolling by to click, buy, and read your work. While not your main sales channel, social media shops reach more people.
12. Create Digital Courses or Workshops Based on Your Books
If your book teaches things like writing skills, business advice, or personal growth, you can turn it into a digital course. Platforms like Teachable, Thinkific, or Podia let you create and sell video lessons, downloadable guides, and workbooks. You can offer the course alongside your book as a bundle or upsell. This tactic will create extra value for readers and build an additional income stream from your existing content.
13. License Your Content to Other Creators or Educators
Licensing is a powerful but often overlooked way to earn more from your work. If your book content fits a specific niche (e.g., education, parenting, wellness), you can license parts of it to bloggers, teachers, or course creators. This allows others to use your materials while you retain ownership and earn a fee or royalties. Add a licensing page to your website explaining your terms, and promote it to relevant communities or businesses.
14. Creating a Content Ecosystem Around Your Books
Indie authors don’t have to just stop at books. Things like blogs and character profiles can help build anticipation in your readers. This content strategy helps to keep your site active and encourages return visits. With continual output, you can boost SEO and help readers connect beyond the final page.
Your Story, Your Platform, Your Rules
Direct sales aren’t just about earning more—they’re about building your author brand on your own terms. When you sell through your own channels, you own the customer relationship. You decide how your books are priced, delivered, and presented.
If you’re looking for the best way to sell books while staying independent, building your own store is the way to go. There are affordable author website design services available that can help you get started, even on a tight budget.
Selling a book online doesn’t have to be complicated. Start simple, select ways that you can manage, and follow others once you have accomplished those to grow further. With direct sales, you’ll have more freedom, stronger connections, and an author career that’s truly yours.
FAQs
Q: As one of the new indie authors, how tech-savvy do I need to be?
Not much, honestly. Such authors usually hire website designers to build easy-to-navigate platforms for them and their stores.
Q: What’s the best method for selling books directly?
The best way is to create your own website to gain focus. Gathering email subscribers and leveraging data analytics can also help you evaluate pricing and promotions.
Q: Should I stop using Amazon or other retailers?
Not really. Many authors use a hybrid method. They keep a presence on larger platforms while also encouraging fans to buy directly, offering them things like added perks or exclusive content.
Q: How can I promote my direct store?
Your best bet is social media marketing. Of course, though, that’s not your only option. You can collaborate with other indie authors or use virtual events to drive traffic.
Q: What are the best tools for indie authors?
Tools that support E-commerce and email automation are your best friends. So are tools that do order tracking and analytics. You’ll want to find author-focused website platforms and other affordable design services that can help you launch easily.
About Author
Hi, my name is Zachary Stone I’m a book marketing nut — or, as I like to call myself, a “Shelf Marketer.” No, I don’t sell wooden shelves; I market the books that are left forgotten on them. If you want your book to be the next bestseller, I am your go-to person. I am here to remind you that it’s not just about writing a great story — it’s about building a buzz among people with great campaigns.
