New Jersey helps businesses get online
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The state’s Small Business E-commerce Support Program offers funding to help less-resourced companies’ digital transformations.
The Garden State is sowing seeds for economic development by helping small businesses adapt to an increasingly digital society.
Through the Small Business E-commerce Support Program, select companies in New Jersey can leverage the expertise and technical assistance of professional consultants to improve their online and digital operations. Supported by $4 million in state funds, the initiative looks to close the digital divide among businesses and foster more consumer engagement.
Since the program launched in 2023, the state has spent $3.6 million to support the initiative and has served more than 400 businesses. More than 39% of funding has gone toward minority-owned businesses.
Some small or family-owned businesses have been around for years but haven’t had the finances, time or knowledge to modernize or digitize their resources, said Christina Fuentes, executive vice president of community and business development at the New Jersey Economic Development Authority. The COVID-19 pandemic underscored how more tech-savvy companies thrived, as people sought remote options for ordering food, getting errands done and completing other responsibilities.
The pandemic also demonstrated that while a business can remain open to operate, it can be closed to customers, Fuentes said. Companies have to find a way to make up for the lack of foot traffic-driven revenue, particularly as people increasingly expect the public and private sector to offer digital services.
“I think everyone is just so focused on their cell phones and how to use your cell phone to do everything today,” Fuentes said. “This is our future, and we have got to get business owners acclimated to what is coming up to them.”
The state has partnered with seven consulting firms to offer participating businesses e-commerce and digital marketing assistance and services. Small businesses can receive aid with improving their website development and optimization, online ordering platforms, online appointment booking tools and digital marketing plans.
Restaurants and personal care establishments — like nail salons, hairdressers or spas — can receive up to $11,400 in consulting services, and retail stores are eligible for up to $10,800. There is no formal application for the program, Fuentes said, which helps reduce the burden business owners face in navigating complex applications and enables them to get help quicker. Company owners can visit the state site to contact consultants.
Under the program, businesses and consultants determine their needs and service gaps and develop a proposal for improvement, Fuentes said. The state pays for half of the vendor’s costs to fulfill the business’ plan.
A bridal shop in North Jersey was able to develop and launch its website through the Small Business E-Commerce Program, and customers can now book bridal appointments online and browse dress trends and ideas.
“For most small business owners having a functional website that is affordable is nonexistent. Being able to reach out to the NJEDA for help was a dream come true,” said Mayra Perez Lowey, owner of The Barefoot Bride, in a statement. “We now have a beautiful working website that our customers can easily navigate.”
Business owners have reported that the program has led to an increase in revenue and sales, according to surveys, Fuentes said. Plus, the program helps support the greater economic ecosystem of New Jersey by investing in the businesses that generate jobs, create revenue and pay property taxes for the state.
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