{"id":10099,"date":"2021-09-14T10:00:03","date_gmt":"2021-09-14T09:00:03","guid":{"rendered":"https:\/\/www.sage.com\/en-gb\/blog\/?p=10099"},"modified":"2026-01-29T11:29:31","modified_gmt":"2026-01-29T11:29:31","slug":"how-to-start-a-craft-business","status":"publish","type":"post","link":"https:\/\/www.sage.com\/en-gb\/blog\/how-to-start-a-craft-business\/","title":{"rendered":"How to start a craft business"},"content":{"rendered":"<header class=\"entry-header has-dark-background-color entry-header--has-illustration entry-header--has-illustration--generic\">\n\t<div class=\"container\">\n\t\t<div class=\"entry-header__row row align-center\">\n\t\t\t<div class=\"col col-lg-7 col-xlg-6 entry-header__content\">\n\t\t\t\t\t\t\t<div class=\"component component-single-header\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"entry-header__misc text--subtitle text--uppercase text--small\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-gb\/blog\/category\/growth-customers\/\" class=\"entry-header__link\">Growth &amp; Customers<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"entry-title-wrapper\">\n\t\t\t\t\t<h1 class=\"entry-title\">\n\t\t\t\t\t\tHow to start a craft business\t\t\t\t\t<\/h1>\n\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t<p class=\"entry-header__description\">\n\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t<div class=\"single-post-details container\">\n\t\t<div class=\"col\">\n\t\t\t<span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2021-09-14T10:00:03+01:00\">14 September, 2021<\/time><\/span><span class=\"reading-time\"> min read<\/span>\n\t\t<button\n\t\t\ttype=\"button\"\n\t\t\tclass=\"social-share-button button button--icon button--secondary js-social-share-button\"\n\t\t\tdata-share-title=\"How to start a craft business\"\n\t\t\tdata-share-url=\"https:\/\/www.sage.com\/en-gb\/blog\/how-to-start-a-craft-business\/\"\n\t\t\tdata-share-text=\"Please read this interesting article\"\n\t\t>\n\t\t\t<span class=\"social-share-button__share-label\">Share<\/span>\n\t\t\t<span class=\"social-share-button__copy-label\" hidden>Copy Link<\/span>\n\t\t\t<span class=\"social-share-button__copy-tooltip\" aria-hidden=\"true\" hidden>Copied<\/span>\n\t\t<\/button>\n\n\t\t\t\t<\/div>\n\t<\/div>\n<\/header>\n\n\n\n<div class=\"wp-block-post-author has-dark-background-color alignfull\">\n\t<div class=\"container\">\n\t\t<div class=\"col\">\n\t\t\t\t\t\t\t<div class=\"co-authors\">\n\t\t\t\t\t\n\t\t<div class=\"entry-author-wrapper\">\n\t\t\t<a class=\"entry-author\" href=\"https:\/\/www.sage.com\/en-gb\/blog\/author\/staceymcintosh\/\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"40\" height=\"40\" src=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2018\/11\/Stacey-McIntosh-350-1.jpg\" class=\"entry-author__image\" alt=\"\" \/>\t\t\t\t<span class=\"entry-author__name\">Stacey McIntosh<\/span>\n\t\t\t<\/a>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n<div class=\"sage-block-classic-wrapper\">\n\n<p>Mastering your craft requires plenty of talent, dedication and practice.<\/p>\n<p>But if you\u2019re thinking of turning your creative skills into a full time job or <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/ecommerce-side-hustle-guide\/\">side hustle<\/a>, you\u2019ll need to get to grips with a whole other skill set: how to for run a company.<\/p>\n<p>In 2021, we created a quiz to test <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/business-readiness-assessment\/\">small business readiness in the UK<\/a>, and more than 1,200 budding entrepreneurs took part (so far). According to the data, just under a third of people (31%) who want to start an arts business currently lack the skills to do so.<\/p>\n<p>In this article, we\u2019ll look at how you can brush up on those business skills and go from an occasional hobbyist to a successful artisan business owner.<\/p>\n<p>Here&#8217;s what we cover:<\/p>\n<p><a href=\"#starting-anchor-link\">Starting a craft business online<\/a><\/p>\n<p><a href=\"#research-anchor-link\">Research demand for your craft product<\/a><\/p>\n<p><a href=\"#create-anchor-link\">Create a business plan for your craft business<\/a><\/p>\n<p><a href=\"#decide-anchor-link\">Decide on your business structure<\/a><\/p>\n<p><a href=\"#admin-anchor-link\">Administration for a craft business<\/a><\/p>\n<p><a href=\"#choosing-anchor-link\">Choosing markets to sell into<\/a><\/p>\n<p><a href=\"#develop-anchor-link\">Develop your craft business&#8217;s marketing plan<\/a><\/p>\n<p><a href=\"#are-anchor-link\">Are you ready to start a craft business?<\/a><\/p>\n<div class=\"single-cta\">\n\t<a\n\t\tclass=\"button button--primary gate-c465816d-ee1a-4d92-9554-7851409455aa\"\n\t\trole=\"button\"\n\t\tdata-button-location=\"content_area\"\n\t\thref=\"#gate-c465816d-ee1a-4d92-9554-7851409455aa\"\n\t>Download your free copy of Bootstrap and build your e-commerce side hustle from your spare room<\/a>\n<\/div>\n\n<h2 id=\"starting-anchor-link\">Starting a craft business online<\/h2>\n<p>Allow yourself to daydream and picture your business 12 months from now: you\u2019re running an e-commerce craft shop with many loyal customers.<\/p>\n<p>You have thousands of followers on your social media channels, and you\u2019re selling your products on a variety of websites and high street boutiques.<\/p>\n<p>It\u2019s an impressive achievement. But how did you get there?<\/p>\n<p>Starting a craft business is achievable for anyone with creative skills, whether they want to run a side hustle or start up full time.<\/p>\n<p>It can be serious business too.<\/p>\n<p>Statistics from the Creative Industries Council show that the <a href=\"https:\/\/www.thecreativeindustries.co.uk\/facts-figures\/industries-craft-facts-figures\">11,620 craft businesses in the UK contribute some \u00a33.4bn to the economy<\/a>.<\/p>\n<p>It&#8217;s also easier than ever to start a craft business today, thanks to the growth of websites that let you sell to customers anywhere in the world.<\/p>\n<p>Keep reading on to find out how to start a creative business.<\/p>\n<h2 id=\"research-anchor-link\">Research demand for your craft product<\/h2>\n<p>You could produce the most beautiful designs in the world, but if there aren\u2019t enough people to buy the product, your business won\u2019t go anywhere.<\/p>\n<p>So, before investing time and energy into your ideas, you should first conduct some market research.<\/p>\n<p>Here\u2019s how to do just that:<\/p>\n<ul>\n<li><strong>Visit online marketplaces:<\/strong> Head to websites such as Etsy, Not On The High Street or Amazon Homemade and browse for products similar to yours. It\u2019s a good sign if there are several companies working in your category, but it does not yet feel saturated. The aim here is to get a feel for the market \u2013 you don\u2019t need to spend days browsing these sites. Rather, you want to find out what\u2019s out there so you have an idea of how to differentiate yourself.<\/li>\n<li><strong>Check out craft shops and fairs:<\/strong> Visit local craft shops and fairs in your area to see what they\u2019re stocking. Do they already have products like yours for sale? You might even find you can strike up a conversation with the owner to find out if they think your products would sell.<\/li>\n<li><strong>Do a survey:<\/strong> Try using an online survey tool to gauge interest in your products. If you were selling handbound notebooks, you could ask people how often they buy notebooks, what they use them for, where they buy them and what kind of budget they have. Share your survey on social media and see what response you get.<\/li>\n<\/ul>\n<h2 id=\"create-anchor-link\">Create a business plan for your craft business<\/h2>\n<p>A <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/ecommerce-business-plan-guide\/\">business plan<\/a> is a simple document that summarises what your business is. It doesn\u2019t have to be complicated or full of charts and graphs.<\/p>\n<p>Instead, it\u2019s like a mission statement for why your craft business is awesome, and how it\u2019s going to work.<\/p>\n<p>It should cover:<\/p>\n<ul>\n<li>What products you will sell<\/li>\n<li>Who you expect to buy your products<\/li>\n<li>Where you\u2019ll sell goods (in shops, your own website, online marketplaces, at craft fairs)<\/li>\n<li>Any other services you\u2019ll offer (such as made-to-measure or teaching)<\/li>\n<li>Your financial goals<\/li>\n<li>Pricing for your product.<\/li>\n<\/ul>\n<p><strong>How they did it: <\/strong>Listen to our Sound Advice podcast (or <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/sound-advice-start-business-design-autumn-rabbitts\/\">read the transcript<\/a>) for our <a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/autumn-rabbitts-how-to-start-a-creative-making-business\/id1544479344?i=1000521882320\">interview with Autumn Rabbitts<\/a>, founder of creative cake-making studio Plumb and Rabbitts.<\/p>\n<div class=\"single-cta\">\n\t<a\n\t\tclass=\"button button--primary gate-c465816d-ee1a-4d92-9554-7851409455aa\"\n\t\trole=\"button\"\n\t\tdata-button-location=\"content_area\"\n\t\thref=\"#gate-c465816d-ee1a-4d92-9554-7851409455aa\"\n\t>Download your free copy of Bootstrap and build your e-commerce side hustle from your spare room<\/a>\n<\/div>\n\n<h2 id=\"decide-anchor-link\">Decide on your business structure<\/h2>\n<p>Deciding on your company\u2019s structure is an important consideration when you are starting a craft business. The structure you choose will affect your tax bill, how you pay yourself and the amount of admin you need to do.<\/p>\n<p>If you have decided you want to commit to turning your skills into a business, you\u2019ll need to choose a structure before you can begin trading:<\/p>\n<ul>\n<li><strong>Sole trader:<\/strong> This is the easiest business model to set up. You just need to register with HMRC and you can begin trading. As a <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/sole-trader-guide\/\">sole trader<\/a> you are personally responsible for all the business\u2019s debts and losses.<\/li>\n<li><strong>Partnership:<\/strong> If you are running your business with a friend or relative, it might be worth starting a <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/business-partnerships\/\">partnership<\/a>. This structure is similar to a sole trader, but all partners share responsibility for any losses.<\/li>\n<li><strong>Limited company:<\/strong> This structure means you are only liable for the amount that you invest in the company. If the business were to fail, you wouldn\u2019t personally go bankrupt. <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/business-records-limited-company\/\">Limited company<\/a> owners might find they pay less tax too.<\/li>\n<\/ul>\n<h4>Crafters who&#8217;ve been there before<\/h4>\n<blockquote>\n<p>\u201cStarting a business can be a bit like taking a walk and up ahead there\u2019s a corner \u2013\u00a0you won\u2019t find out what\u2019s round that corner unless you are prepared to keep walking\u201d \u2013 Alastair Bell of Belfast artisanal food business <a href=\"https:\/\/www.irishblackbutter.com\/\">Irish Black Butter<\/a>.<\/p>\n<\/blockquote>\n<h2 id=\"admin-anchor-link\">Administration for a craft business<\/h2>\n<p>All business owners need to set aside time each week for administration. It typically includes things like:<\/p>\n<ul>\n<li>Setting aside tax from any sales<\/li>\n<li>Calculating your profits and loss<\/li>\n<li><a href=\"https:\/\/www.sage.com\/en-gb\/accounting-software\/inventory-management\/\">Monitoring your inventory<\/a><\/li>\n<li>Storing records of all your receipts and expenses.<\/li>\n<\/ul>\n<p><strong>Read more: <\/strong><a href=\"https:\/\/www.sage.com\/en-gb\/blog\/creative-side-business-finances\/\">How to manage finances for your creative side business<\/a><\/p>\n<h2 id=\"choosing-anchor-link\">Choosing markets to sell into<\/h2>\n<p>Where will you sell your craft product?<\/p>\n<p>Deciding on markets to sell into is an important decision and should be based on thorough research:<\/p>\n<h3>Online marketplaces<\/h3>\n<p>There are many online craft marketplaces around today. The best known is, of course, Etsy, which has some 60 million buyers every year.<\/p>\n<p>It\u2019s worth remembering that there are many other sites that sell specific kinds of products or that target certain niches. Whether it\u2019s <a href=\"https:\/\/folksy.com\/\" target=\"_blank\" rel=\"noopener\">Folksy<\/a>, <a href=\"https:\/\/www.craftyfoxmarket.co.uk\/\">Crafty Fox Market<\/a> or <a href=\"https:\/\/craftersmarket.uk\/\">Crafters Market<\/a>, try browsing other sites to see if they\u2019re right for you.<\/p>\n<h3>Building your own e-commerce website<\/h3>\n<p>Depending on how many products you plan to sell, it might be worth setting up your own e-commerce website using a website builder such as <a href=\"https:\/\/www.shopify.co.uk\/\">Shopify<\/a>.<\/p>\n<p>Having your own website allows you to retain all your profits by selling direct to the customer.<\/p>\n<h3>Attending craft fairs<\/h3>\n<p>There are thousands of craft fairs taking place across the UK every year.<\/p>\n<p>Although these numbers declined quite drastically throughout 2020 and much of 2021, due to the pandemic, they are starting to return.<\/p>\n<p>You can often find craft fairs listed on Facebook or you can use a website such as <a href=\"https:\/\/www.eventbrite.co.uk\/d\/united-kingdom--london\/craft-fair\/\">Eventbrite<\/a> to find events in your local area.<\/p>\n<h3>Selling direct to craft shops<\/h3>\n<p>High-street craft shops are often a great place to sell your products. Visit the store owner to find out if they\u2019d be interested in selling your goods.<\/p>\n<h4>Crafters who&#8217;ve been there before<\/h4>\n<blockquote>\n<p>\u201cWhen you\u2019re thinking about starting a new business, use your skills and your passion\u201d \u2013 Kate Findlay, of Coventry\u2019s online boutique gift shop Peach Perfect.<\/p>\n<\/blockquote>\n<div class=\"single-cta\">\n\t<a\n\t\tclass=\"button button--primary gate-c465816d-ee1a-4d92-9554-7851409455aa\"\n\t\trole=\"button\"\n\t\tdata-button-location=\"content_area\"\n\t\thref=\"#gate-c465816d-ee1a-4d92-9554-7851409455aa\"\n\t>Download your free copy of Bootstrap and build your e-commerce side hustle from your spare room<\/a>\n<\/div>\n\n<h2 id=\"develop-anchor-link\">Develop your craft business&#8217;s marketing plan<\/h2>\n<p>Next on your checklist for starting a craft business is to figure out your marketing plan. This will help you to get your designs out there and generate interest.<\/p>\n<h3>1. Use social media<\/h3>\n<p>Almost all craft businesses today use social media.<\/p>\n<p>These platforms have clever algorithms that promote your content to audiences who would likely be interested in your goods. Each social media platform requires a different sort of marketing strategy and has its own audience.<\/p>\n<p>Unless you\u2019ve got enough time to produce content for them all, it might be better to focus your attention on just one or two:<\/p>\n<ul>\n<li><strong>Instagram:<\/strong> You will need to create attractive photos of your products that will stand out on people\u2019s feeds.<\/li>\n<li><strong>TikTok:<\/strong> This is a great place to post interesting videos showing how you create your products.<\/li>\n<li><strong>Facebook:<\/strong> A mixture of written text, photographs and video content will work well here, particularly if you are considering using paid advertising to reach a wider audience or target a specific demographic.<\/li>\n<\/ul>\n<p>Each platform has slightly different audience types in terms of age range, and their reasons for using the platform. Take some time to research which platforms your ideal customer spends time on.<\/p>\n<h3>2. Build a website<\/h3>\n<p>If you\u2019re starting a creative business, you will need a website.<\/p>\n<p>There are many helpful website building tools such as <a href=\"https:\/\/www.wix.com\/\">Wix<\/a> or <a href=\"https:\/\/www.squarespace.com\/\">SquareSpace<\/a>, which allow you to quickly and easily create a presence online.<\/p>\n<p>As mentioned above, building a strong social media presence will help drive traffic to your website.<\/p>\n<p>You should also create high-quality content to sustain traffic from search engines such as Google or consider using <a href=\"https:\/\/www.adzooma.com\/ppc-advertising\/\">pay-per-click (PPC) advertising<\/a> to drive prospective customers to key product pages.<\/p>\n<h3>3. Invest in branding<\/h3>\n<p>As a crafter, you\u2019ve probably got a pretty good eye for design. But it\u2019s worth taking some time to brand your business.<\/p>\n<p>Think about a consistent colour theme, photography and writing style.<\/p>\n<p>Choose a name that is memorable but which also tells people what kind of product you sell.<\/p>\n<h4>Crafters who&#8217;ve been there before<\/h4>\n<blockquote>\n<p>\u201cStarting out, I felt the pressure to learn marketing, PR, business development, financing for my business and this seemed totally daunting\u2026 I wish I knew would be to take advantage of freely available resources and classes to help me quickly develop these invaluable skills\u201d \u2013 Lucy Arnold of Manchester-based leggings company <a href=\"https:\/\/locketloves.com\/\">Lucy Locket Loves<\/a>.<\/p>\n<\/blockquote>\n<h3>4. Don\u2019t scrimp on photography<\/h3>\n<p>It is vital you have high-quality photography that puts your products in the best light, especially if you\u2019re starting a craft business online.<\/p>\n<p>The good news is that you don\u2019t necessarily need expensive equipment to begin with. Today\u2019s mobile phones take excellent photos.<\/p>\n<p>That said, if you\u2019re selling higher-value goods, using a professional photographer can be a worthwhile investment.<\/p>\n<h3>5. Plan for Christmas and other seasonal peaks<\/h3>\n<p>If you\u2019re starting a craft business, it\u2019s important to think about seasonal events where demand is highest so you can prepare your stock and marketing activities.<\/p>\n<p>Christmas is, of course, the most popular season for buying craft gifts. But other periods will also be important, such as Easter, Valentine\u2019s Day, Mother\u2019s Day, Father\u2019s Day and other holidays.<\/p>\n<h4>Crafters who&#8217;ve been there before<\/h4>\n<blockquote>\n<p>\u201cA few months go by and then you look back and realise how far you\u2019ve come\u201d \u2013 Paul Lenihan of Leeds gift card company OPEN Gift Card.<\/p>\n<\/blockquote>\n<h2 id=\"are-anchor-link\">Are you ready to start a craft business?<\/h2>\n<p>Your passion for your craft will carry you a long way, but it\u2019s just as important to nurture business skills that will turn your dream into a reality.<\/p>\n<p>Try our <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/business-readiness-assessment\/\">business readiness quiz<\/a> today to see how prepared you are for starting a craft business and get personalised tips on what to do next.<\/p>\n\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">Bootstrap and build your e-commerce side hustle from your spare room <\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p>Want to launch your own e-commerce business while juggling a job but not sure where to start? Check out this guide for plenty of tips, covering product sourcing, setting up your website and dealing with HMRC, and more.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-c465816d-ee1a-4d92-9554-7851409455aa\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Download your free guide<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1215\" height=\"810\" src=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2021\/04\/GettyImages-594383123-1215x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2021\/04\/GettyImages-594383123-1215x810.jpg 1215w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n<\/div>\n<div class=\"single-cta\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">Subscribe to the Sage Advice newsletter<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p>Join more than 500,000 UK readers and get the best business admin strategies and tactics, as well as actionable advice to help your company thrive, in your inbox every month.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-b1a63862-3fa0-4a5e-bb67-c76b88bbc6b8\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Subscribe now<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2022\/04\/GettyImages-1073797282-1-1440x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2022\/04\/GettyImages-1073797282-1-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re thinking of starting a craft business, ait\u2019s essential to plan out your journey. Discover how to start a craft business.<\/p>\n","protected":false},"author":346,"featured_media":3795,"menu_order":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sage_video":false,"post_featured_image_hide":false,"footnotes":""},"categories":[8],"tags":[229,12],"business_type":[4],"lilypad":[],"context":[],"industry":[57],"persona":[73,75],"imagine_tag":[86,108,109],"coauthors":[353],"class_list":["post-10099","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-customers","tag-ecommerce","tag-start-business","business_type-small-business","industry-ecommerce"],"sage_meta":{"region":"en-gb","author_name":"Stacey McIntosh","featured_image":"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2018\/02\/GettyImages-554994217_super.jpg","imagine_tags":{"86":"Ecommerce","108":"Retail","109":"Small business"}},"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Sage Advice UK","distributor_original_site_url":"https:\/\/www.sage.com\/en-gb\/blog","push-errors":false,"_links":{"self":[{"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/posts\/10099","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/users\/346"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/comments?post=10099"}],"version-history":[{"count":0,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/posts\/10099\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/media\/3795"}],"wp:attachment":[{"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/media?parent=10099"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/categories?post=10099"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/tags?post=10099"},{"taxonomy":"business_type","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/business_type?post=10099"},{"taxonomy":"lilypad","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/lilypad?post=10099"},{"taxonomy":"context","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/context?post=10099"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/industry?post=10099"},{"taxonomy":"persona","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/persona?post=10099"},{"taxonomy":"imagine_tag","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/imagine_tag?post=10099"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/coauthors?post=10099"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}