Shopping local is often encouraged in Austin, and that extends to supporting businesses online.

Three local businesses recently moved into the online retail industry. While they may be selling their products online, these entrepreneurs say it's what they do offline that's helping them boost business.

Holly Hargrove and Cara Morgan say they started PeacockPlume.com because they wanted to provide affordable, fashionable clothing for shoppers.

"We are always on the hunt for a good bargain. A lot of people don't actually like to do that; they like to just go to one place," Hargrove said. "We enjoy the dig."

"It's a really girly, unique take on something like anthropology; so it's not as edgy," Morgan said about the clothes in the online shop. "You can wear it to the office in a professional environment, but also go out after work."

They cut out the overhead costs associated with starting a business by starting their shop online.

Beth Hempton is another local online business owner. She makes toys and clothing for children, and she also recently began Kuhmillion.com, an online lingerie shop.

"With an online business, you can be open 24-hours a day, seven days a week. People around the world can find you easily, and you don't have the overhead cost. All you have are a few cost associated with web hosting design and things like that," she said.

One challenge associated with selling items online is capturing the products in a compelling way.

"You have to have really superb photography so people can really try to get an idea of what the item looks like. That's the biggest challenge... making sure your photos really portray the tactile nature of handmade items and the charm of it," Hempton said.

To drive traffic to the site, there are inexpensive and free online tools to connect with visitors while they shop virtually.

"Carefully consider the money you spend on advertising and promotion and try to do as many cheep or free promotional things that you can, like with social networking. Start a blog, because that's a great way to get your voice out there; people love to see the artists behind the work," Hempton said.

Reaching out to the local blogging community can also help a new business owner.

"We've tried to get involved in other online communities, other fashion bloggers," Hannah Gayle with Strut said. "Get out there and connect with other like-minded people online."

They also made sure to take advantage of opportunities to connect offline.

"We both wear the clothes a lot, so when you're out and someone' s like, ‘Oh hey, that's cute,’ then give them a card and tell them what you're about," Hargrove said.

Hargrove and Morgan also throw "sip and shop" events where people can drink wine and shop at their warehouse. They also plan on participating in Le Garage Sale in September and took part in this summer's Glam Shop.

"Being out in public really helps bring the name out; see a face to the website," Hargrove said.

You can also find support by getting involved in the local creative communities.

"There are a lot of great people who are really supportive, and they're always referring people to small businesses and partnering up for promotions whenever they can," Hempton said. "We're constantly working both angles, the [search engine optimization] and the local networking," Hempton said. "We can have a presence in person as well as online."