Every so often, I get a call that starts with, “We’d like an eCommerce website.”
It’s a familiar line for any web developer — but whenever I hear it, I know there’s a bigger conversation to be had. Because what most people really want isn’t just a website. What they actually want is to sell online successfully. And those are two very different things.
The Easy Bit: Setting Up an Online Store
Let’s get one thing straight — building an eCommerce website these days is pretty straightforward. There are loads of great platforms out there that make it quick and affordable to get a shop online. But here’s the catch: setting up an online shop and running an online business are two completely different things.
It’s a bit like opening a physical shop — the website is the building, but trading online is everything that happens inside it (and behind the scenes): the stock, the packaging, the shipping, the customer service, the returns, and the ongoing marketing that keeps customers coming back.
The Real Work: Turning Your Website Into a Business
When people shop online, they expect things to happen quickly. They want confirmation emails instantly, orders shipped within a day or two, and customer service that’s easy to reach if there’s a problem.
If you’re planning to take your business online, it’s important to think through what happens after someone clicks “Buy Now.” That’s where most small businesses run into challenges — not on the website itself, but in how the business runs behind it.
Here are some of the key questions I always ask clients before we start building an eCommerce site:
- How many orders do you expect to handle? Even a few a day can quickly pile up if you don’t have a smooth process.
- Will you need help packing and shipping? If you start getting more orders, can you manage on your own or will you need extra hands?
- Where will you pack and store your products? You’ll need a clean, organised space for this — especially if stock starts growing.
- What delivery service will you use? Reliability and cost matter. The right shipper can make or break your customer experience.
- How will you track your stock? Running out of popular items or overselling can lead to unhappy customers.
- How will you handle customer queries, complaints, and returns? A clear process here keeps your reputation strong.
- How will this fit with your existing business? Your online shop should support what you already do — not cause chaos behind the scenes.
These are the kinds of questions that turn an eCommerce website into a real online business.
Planning for Success
When you come to me asking for an eCommerce website, I’ll absolutely help you build one — but I’ll also ask you these questions, because my goal isn’t just to launch your website. My goal is to help you build a system that works and keeps your customers happy.
I don’t want to hand over a shiny new website only to watch your business struggle because the day-to-day operations weren’t ready for it. It’s not in your interest — and it’s not in mine.
Selling online can be a fantastic opportunity for small businesses and sole traders. It can open up new markets and new income streams. But success doesn’t start with a website — it starts with a plan.
When you’re ready to talk about taking your business online, let’s chat about the whole picture — not just the website, but how it fits into your day-to-day operations.
Together, we can build something that actually works for you and your customers.
