Stand Alone Online E-Stores

Perhaps none of the existing online marketplaces fit enough of you needs to join them.  You can set up your own and make it your only online store, or you can do it in addition to other ecommerce sites that have some of the features you want.

Advantages

The advantages of your own online store relate to control and adaptability to your design needs.

You retain control of the design, layout, branding, etc., of your site.  This helps maintain your identity or brand and aligns it with your product range.

You have control of when the store is live and when it is updated. You, of course make the rules for what can be listed and how it is displayed.

You don’t have to acquire a lot of knowledge about setting up websites and online stores. Website builders offer templates and store services. You can also use professional website builders to get complete control.

You can link to Etsy or other market places from your own store.  You can funnel the traffic from these sites to own site.

Your own site will enable you to build closer relationships with your buyers. You can communicate directly rather than through intermediaries.

Disadvantages

Nothing comes free of course.  There are some disadvantages to establishing and running your own site.

An especially important element of a store is visits – akin to footfall in real life stores.  You must get people to visit.  You get the visits by making the links with people using a variety of communications.  You need to combine social media with the creation of newsletters, direct mail, blogging, etc.  These relationship building efforts are vital to get people to your website and store.

There are costs relating to hosting fees and one-off fees for the building of the website.  The online stores also charge fees in different ways, so a careful comparison of the best-looking services is important.

There will be additional administration in comparison to an online marketplace.

Questions for E-commerce Site Building

       

What are the facilities for integration of Etsy offerings into your own store? Will separate loading be required?

Is drag and drop site building supported? Is there user support or a user group to support you?

Is an integrated shopping cart available?  What are the order fulfilment assistance options?

Will the site support expanded functions as your business grows?  How adaptable it the site to changes in business?

Is the e-commerce site a market place?  How will exposure of the site to potential buyers be managed?

What is the cost for the features you want?

       

The Balance

You must decide whether the advantages of having your own e-commerce site outweighs the disadvantages in terms of traffic, time spent developing relationships, administration and cost

Websites for Selling Craft

This is not a discussion of which site to choose, but a range of things you need to think about when considering which site to use for selling your craft items.  This includes whether to have your own e-commerce site instead of, or in addition to, a market place site.

Evaluating website offerings requires you to think about a multiplicity of things.  Many of these are listed here, although there may be a few additional things you need to think about for your products.

Recognition/Visits/Traffic

You need to think about the amount of recognition the marketplace has.  Is it the place your potential buyers know about?  Are there a lot of visits to the site?

Is it a market place offering where the website promotes the whole site and the shops within it?  Or is it a site where your own efforts to drive traffic are required? This latter element is like having your own site.

What is the competition within the site? Are there many other sellers of your kind of product? How easy will it be to distinguish your things from others?  Are there mass production sellers on the site?

       

How selective is the site in approving sellers?  This also relates to reputation.

Reputation and Products for sale

Is the site restricted to craft made items? How are mass production manufacturers eliminated?

What range of products are allowed? Is it possible to sell services, and digital products as well as physical goods?

Is the site focused on general products or arts and crafts?  What pricing levels are exhibited on the site?  Is the focus on arts-based items, or does it include bargain basement and cheap deals?

What is the level of security of transaction information offered to you and your customers?  It is vital that the site offers good security for transactions to give customers confidence in buying from the site.

Your identity

Whatever site you join, there will be many other sellers or shops.

Do you get your own shop? Or are all similar products grouped? Is there support or templates to set up your shop?

If you have your own shop what degree of control do you have?  How are images formatted?  What amount of text can be included?  What range of formats are allowed?  Does the site brand dominate, or can you have yours as the prime visual?  What number of themes are available to you?

What level of flexibility in store arrangement and titles do you get?  What number of pages do you get at the various plan levels? How much flexibility and customisation is allowed? What number of items per page are allowed? And what descriptions are allowed either in length or number of terms?

What are the restrictions on the number of products you can sell? Are you allowed discount codes?  Is there inventory control with the site? What is the assistance for order fulfilment?  How much and what features? Is there a system set up for returns? How much support is available?

Are searches restricted to your shop or for all shops on the site?  How are the meta tags used by the site? Are hyperlinks within site only or allowed to outside sites too? Are social media buttons available and with what flexibility?  Can you use your own domain name?

Connections with other e-commerce sites

Are connections allowed?  How easy is the linking? Can you link to multiple sites? Are links to social media – Facebook, etc. – allowed? And how are they managed? Can you link the potential customer to mobile phone sales?

Costs

Of course, there are always payments to be made. You need to look at the various options offered, and the charges involved in them.  If you are new to online selling or have low volume sales, it may be that higher selling fees rather than regular payments with lower transaction fees is better for you at the start.

Listing costs are normally linked to number of items you are offering in your shop. There may be refreshing fees – you must pay a fee to keep the product in the shop after a set period.

There will be continuing fees.  These may be in relation to each item – commission - either as you sell or related to the plan level you choose. Are the commission fees in addition to the listing fees?  Are there additional credit card fees?

Plan level costs are ongoing fees that may be monthly or annual. They are often linked to the length of contract between you and the site provider.  They will give different levels of item fees, and levels of features.  What are the costs of the plan levels? What benefits to they give, and do you need them?  What level of functionality do you get in relation to plan level costs?  How are the plan levels related to the volume or value of sales?

What is the ability to expand and grow through graded plans?  How and when can you move from one plan to another?

Administration

The costs of doing business online may be significant. They may also be related to your familiarity with online offerings.

The creation of an entry should be easy and flexible. You should find it easy to move around the listing form, and it should contain a significant amount of flexibility.  You should be able to make bulk changes.  It should be easy to move items and entries around your shop. 

How much control do you wish to have?  With less experience, you may want to have a lot of the listing, editing of pages, especially contact information done for you, or highly guided.   The kind of support is important. Does the site have a maker support community?

An often-unrecognised level of administration is inventory management. Does the site support that?  If the site does not have inventory control you will have to do it yourself. If you don’t have the stock to satisfy the order, you probably will lose the sale. 

Is the site easy to use?

An important general question is the ease of use for you and for customer. Test the sites out for how easy it is to find and buy an item.  Look at how easy it is for you to use the tools to list your products.

Reviews of e-commerce sites

There are sites that review the offerings of various sites to help you answer some of the questions listed above.  One I have found to be helpful is Ecommerce Guide.

The answers to the relevant questions listed here will assist you toward choosing a website that suits your needs.  It may also lead you toward considering a stand-alone ecommerce site if there are not enough positives in your review of market place sites. It may lead you to consider both.  But the more sites you have the more important it is to be able to link between them and move entries between sites.

A discussion of various things that need consideration on whether to sell on line at all is here.