E-commerce isn't optional anymore — it's expected. Whether you're a brick-and-mortar store adding online sales or starting a brand-new online business, a well-built e-commerce website is your most powerful revenue channel.
But here's the thing: an online store that's hard to navigate, slow to load, or difficult to checkout on will cost you more in lost sales than it generates. Let me walk you through everything you need to know to build an e-commerce site that actually makes money.
Choosing Your E-Commerce Platform
Shopify
Best for: Businesses that want a proven, hosted solution with everything included.
- Pros: Easy to use, reliable hosting, built-in payment processing, huge app ecosystem
- Cons: Monthly fees ($39-$399/mo), transaction fees unless using Shopify Payments, limited customization
- Best when: You have 50+ products and need inventory management
WooCommerce (WordPress)
Best for: Businesses already on WordPress who want to add e-commerce functionality.
- Pros: Free plugin, highly customizable, no transaction fees, you own everything
- Cons: Requires WordPress hosting, security management, can be complex to set up properly
- Best when: You want maximum control and already use WordPress
Custom-Built Store
Best for: Businesses with specific needs that off-the-shelf platforms can't handle.
- Pros: Complete control, maximum performance, no monthly platform fees, unique user experience
- Cons: Higher initial development cost, requires a developer for changes
- Best when: You need unique functionality, maximum speed, or want to differentiate from competitors
Essential E-Commerce Features
Product Pages That Sell
- High-quality images — Multiple angles, zoom capability, lifestyle photos
- Detailed descriptions — Not just specs, but benefits and use cases
- Clear pricing — No hidden costs or surprise fees at checkout
- Reviews and ratings — Social proof directly on product pages
- Size guides/specs — Reduce returns with clear product information
- Related products — "You might also like" increases average order value
Shopping Cart Best Practices
- Persistent cart — Items stay in the cart even if they leave and come back
- Easy quantity adjustment — Change quantities without reloading the page
- Clear totals — Subtotal, shipping, tax, and total always visible
- Save for later — Let customers bookmark items they're interested in
- Cart abandonment emails — Remind people about items they left behind
Checkout Optimization
This is where most e-commerce sites lose sales. The average cart abandonment rate is 70%. Here's how to reduce it:
- Guest checkout — Don't force account creation. Let people buy without signing up
- Minimal form fields — Only ask for what's absolutely necessary
- Multiple payment options — Credit cards, PayPal, Apple Pay, Google Pay
- Shipping calculator — Show shipping costs early, not as a surprise at checkout
- Trust badges — SSL indicators, security logos, money-back guarantee
- Progress indicator — Show customers where they are in the checkout process
- Mobile-optimized checkout — Thumb-friendly buttons, auto-fill support
Payment Processing
You need a reliable payment processor. The most common options:
- Stripe — Developer-friendly, transparent pricing (2.9% + $0.30), excellent API
- Square — Great if you also have in-person sales (unified reporting)
- PayPal — Trusted brand that some customers prefer
I recommend offering at least two payment methods to avoid losing customers who prefer one over another.
Shipping Strategy
- Free shipping threshold — "Free shipping on orders over $50" increases average order value
- Real-time shipping rates — Integrate with USPS, UPS, or FedEx for accurate pricing
- Local pickup option — Great for local businesses
- Clear delivery timeframes — Set expectations before purchase
SEO for E-Commerce
E-commerce SEO has its own set of requirements:
- Unique product descriptions — Don't copy manufacturer descriptions (Google penalizes duplicate content)
- Category page optimization — Each category should target relevant keywords
- Product schema markup — Help Google display price, availability, and ratings in search results
- Image alt text — Describe every product image for Google Image search
- Internal linking — Related products, category breadcrumbs, cross-selling links
Getting Started
Don't let the complexity overwhelm you. I help businesses launch online stores that are simple for you to manage and easy for your customers to buy from. Whether you need 10 products or 10,000, I'll find the right solution for your business.
