How to Sell
Choosing the Right Ecommerce Website Builder: Key Tips and Considerations
In the ever-evolving landscape of online retail, selecting the right ecommerce website builder is a critical decision that can profoundly impact the success of an online business. As digital storefronts become an essential part of the retail experience, understanding the features, costs, and capabilities of various ecommerce platforms is more important than ever for business owners looking to establish or grow their online presence.
Understanding the Core Features of Ecommerce Platforms
An effective ecommerce platform provides a range of tools designed to facilitate seamless online transactions. These tools typically include payment gateways, inventory management systems, and tax calculation features. The integration of these functionalities is crucial for streamlining operations and enhancing the shopping experience for customers.
Payment processing is a fundamental aspect of ecommerce, and platforms vary significantly in the fees they charge. For instance, PayPal imposes a fee of 3.49% plus $0.49 per transaction, while Stripe charges 2.9% plus $0.30. Shopify’s transaction fees range from 2.4% to 2.9%, with additional fixed fees, though these are waived if Shopify Payments is used. BigCommerce offers a different model by not charging extra transaction fees, though users must still pay for payment gateway fees. Understanding these fees is vital for budgeting and maintaining profitability, especially for businesses operating on thin margins.
Another essential feature is the ability to manage inventory effectively. Around 34% of businesses report difficulties with poor inventory visibility, which can lead to stockouts or overstocking. Therefore, ecommerce platforms that offer advanced inventory management and integration with ERP systems can automate order processing, saving time and reducing errors.
The Importance of Scalability and Flexibility
As a business grows, the demands on its ecommerce platform increase. Therefore, scalability is a key consideration when choosing an ecommerce website builder. Platforms like AWS, Microsoft Azure, and Google Cloud provide elastic scalability, allowing businesses to handle traffic spikes and expand their digital infrastructure without significant downtime or performance issues.
With mobile commerce in the U.S. reaching $338 billion and over 187 million people shopping via their smartphones, having a mobile-responsive design is non-negotiable. Notably, 53% of mobile visitors abandon sites that take longer than three seconds to load, highlighting the necessity for fast-loading mobile sites. Moreover, given that apps often achieve higher conversion rates than mobile websites, some retailers see up to three times the conversions with app usage.
API-first platforms offer the flexibility needed for custom integrations, enabling businesses to tailor their online stores to specific operational needs. Whether it’s integrating point-of-sale (POS) systems to synchronize online and offline sales or setting up shipping and logistics integrations for efficient order fulfillment, flexibility in integration can significantly enhance operational efficiency.
Navigating Costs and Hidden Fees
The cost structure of ecommerce platforms can be complex, with potential hidden fees that businesses need to be aware of. Beyond transaction fees, there are often additional costs for security features, payment processing, and access to app ecosystems. A loyalty program might cost between $20 and $50 monthly, while advanced inventory management features could add $100 or more to monthly expenses.
Design costs also vary widely, from a few hundred dollars to several thousand, depending on the level of customization and complexity required. Some platforms impose limitations on the number of products, staff accounts, or sales on lower-tier plans, which could necessitate upgrades as a business grows.
Moreover, data migration costs can be significant if a business decides to switch ecommerce platforms, underlining the importance of choosing the right platform from the outset to avoid these expenses.
Considerations for Choosing the Best Ecommerce Platform
When evaluating ecommerce website builders, several factors must be considered to ensure they align with business needs and goals. Ease of use, customization options, and pricing are primary considerations. Platforms like Shopify, WooCommerce, and BigCommerce are popular choices due to their robust feature sets and scalability.
Shopify and Square Online, for example, offer built-in payment processing options, while platforms like Wix and Squarespace provide ecommerce features that can be integrated without needing to create a dedicated online store. For businesses looking for specific industry solutions or unique product types, specialized ecommerce website builders may offer a better fit.
Responsive design templates are also crucial, ensuring that online stores look appealing across all devices. Given that mobile commerce accounts for over 40% of online sales, having a mobile-optimized site can significantly affect sales performance.
Before deciding on a platform, it’s beneficial to research customer reviews and expert recommendations. This due diligence can provide insights into the real-world performance of the platforms and help identify any potential issues that could arise post-launch.
Lastly, the integration of marketing tools is essential for driving sales. Many ecommerce platforms offer built-in marketing features, such as email marketing and social media promotions, which can be leveraged to enhance customer engagement and increase conversion rates. Moreover, abandoned cart recovery emails, a common feature, can recover up to 10% of lost sales, providing a valuable tool for improving sales metrics.
Ultimately, the choice of an ecommerce website builder should be driven by a thorough analysis of the platform's features, scalability, integration capabilities, and overall cost, ensuring it meets the specific requirements of the business. With the right platform, online sellers can create a seamless and efficient shopping experience that supports business growth and customer satisfaction.