Choosing the Right E-commerce Platform for Your Business
Navigating the sea of e-commerce platforms can feel overwhelming. With so many options—each with unique strengths and weaknesses—choosing the right one for your business is crucial. Let’s break it down and match the platform to your needs.
When is it time to get a website?
First, let's talk about timing—before we dive into the sea of platforms. When should you invest in a website? As a general rule, it's far better to have a crappy website with a phenomenal product or service than the showy-est site in the world, but no customers. Your site will always evolve, with updates and iterations, which is why we say that sites are living and breathing. If your site or current system (hello social media strategies 👋) is keeping you busy, don't break a good thing.
Other times, you can tell that your site is holding you back. Websites present your brand and business to your audience. If you get anxiety about referring people to check out your site or social account, it's probably because it isn't a proper representation. Generally, you'll just know when your business has grown beyond the limitations of social media or marketplaces and needs its own digital home.
A website is more than just an online presence—it’s a platform to share your brand, enhance customer experience, showcase your offerings without distractions, and it can house useful tools to assist in business operations. It’s your space to shine, and knowing when to take that step is a critical part of business growth.
Essential considerations:
To understand what platform you need, you need to answer these two questions:
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What are you selling?
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How do you sell it?
Using your answers to these, we will pick out the perfect platform to host your business. Whether it is a physical product, a digital product, service, course, or something entirely customized, there is probably an ideal platform built to suit your needs. Let's walk through the 'why' behind our platform recommendations.
Selling products online is a breeze with Shopify
If you’re selling physical or digital products with set, pre-established conditions and pricing, Shopify is your go-to. This platforms shines for products with definition: like t-shirts. There are specific sizes, colors, and prints, and you know that every plain, blush pink, size large t-shirt will be priced at $14.99. Variations for a product's color, size, and associated price variances are easy to manage on this platform. Of course there are variances to still manage in shipping and discounts, but this structure makes Shopify your best solution.
Additionally, one of Shopify’s amazing qualities is minimizing the admin work you do in the backend. You don’t have to copy and past mailing addresses. You don’t have to check orders to send order updates. When you process a return, it goes back onto the (virtual) shelf.
Its straightforward design makes it easy to list products, track inventory, and handle shipping—all while providing a seamless experience for your customers. Shopify is perfect for businesses that need a simple yet powerful solution to manage their online store.
Choosing platforms for service-based businesses
Are you an interior designer? Photographer? Social media marketer with customized packages for each client? From commission-based artists, hairstylists, or even brick-and-mortar services, there are a few options in particular that we'd recommend for you. In general, we'd set you up with a platform that showcases your work, really like a portfolio.
Squarespace is a classic for portfolios
For service-based businesses needing visually stunning portfolio site, Squarespace stands out. It’s ideal for industries like interior design, photography, or consulting, where showcasing your brand and services matters most. With an easy drag-and-drop site builder, tool integrations, and flexible templates, Squarespace lets you build a site that’s uniquely customized—no coding required.
Showit is the creative’s playground
Showit is a new and quick platform for creatives who want pixel-perfect control over their design. Built for photographers, bloggers, and visual storytellers, it combines unmatched design flexibility with user-friendly drag-and-drop functionality. While Showit doesn’t have built-in e-commerce, you can easily integrate it with Shopify Lite to sell products.
The online educator’s dream: Kajabi
If you’re an educator, coach, or content creator selling courses and memberships, Kajabi is your all-in-one powerhouse. With built-in tools for email marketing, upsells, and automation, it’s designed to simplify the entire process. For community features, however, Kajabi isn’t the strongest contender.
Community products that build connections:
For businesses focused on creating thriving online communities, Mighty Network and Circle are excellent options. Mighty Network offers robust features for fostering engagement, hosting courses, and managing memberships. While Kajabi does include a Community product, many users find it limited in functionality, leading to frustration for both creators and members. Circle, on the other hand, excels at creating private, branded spaces that feel intimate and professional.
But what if I have more than one vertical?
We get it, and we respect the hustle. You’re juggling multiple aspects of your business, and one platform might not meet all your needs. That’s where tools like Zapier come into play. Zapier connects multiple platforms, automating workflows to keep everything running smoothly. For example, you can use Shopify for product sales and integrate it with a service like Squarespace to showcase your portfolio. The possibilities are endless, and we’re here to help you find the perfect setup for your unique business model.
If you prioritize customization above all:
Our thoughts on Webflow
Webflow is a platform for those that want the customization control that coding allows, but do it easier than starting from scratch. This is the most technical platform we recommend in this list, and it's not for everyone. It is ideal for designers and developers who prioritize custom functionality above all else. If that's not you, maybe don't try to DIY this one: you can reach out to EM for help. Webflow’s CMS features and clean code export make it great for businesses that value design and scalability, and are willing to invest time into building their site.
WordPress: the legacy giant we don't recommend
“Emilie, you didn’t even mention WordPress.”
You’re right — for good reason. If you already know and love WordPress, you’re probably using it with a developer and hosting provider in tow. But if that’s not you, let me save you the headaches.
I started my career with WordPress, and over the years I’ve had more than my fair share of 2 a.m. calls to hosting providers and “Help! It broke!” messages from clients dealing with failed updates. Unless you love digging into technical work, the customization WordPress offers often isn’t worth the hassle.
More mainstream platforms like Shopify and Squarespace and have leveled up, offering the flexibility and features most businesses need — without the stress. Plus, they have dedicated support teams to handle issues, so you (and I!) can have a good night’s sleep.
Unless you need highly specific customization, skip the WordPress headaches and go with a platform that works for you, not against you.
Conclusion: Choosing the Right Platform for You
The perfect platform depends on your business’s unique needs, goals, and resources. Whether you’re selling products, showcasing services, educating clients, or building a community, there’s a platform designed to help you succeed. You don’t need to have a massive team or budget to create an impactful online presence—it’s about making thoughtful decisions that align with your vision. And when in doubt? Reach out! We’re here to guide you through the process, ensuring your website is a powerful tool for growth.