So You Want to Start an Online Store
So First, let’s put things in perspective. An online store is really just another website, but with the added functionality of a shopping cart. Simple enough, right? Well, before you dive in, there are a few key steps you need to consider to set yourself up for success.
Step 1: Define Your Goal
Is your website going to be a full-fledged online catalog with numerous products and varieties (size, color, etc.)? Or are you selling just one or a few items? Think about the content of your site: will it feature blogs or informational pages, or is it more streamlined? Lastly, who will be responsible for updates? Will you handle it yourself, or do you have a technical or design-savvy person on standby?
Once you have a clear vision of your goal, it’s time to choose the right platform. Let’s break down the most popular options and what they bring to the table.
Shopify
Pro: Shopify is the most powerful e-commerce platform, with nearly every online store feature you can imagine. From loyalty points to recurring subscriptions, you’ll have access to tools for just about any functionality you need.
Con: Most of those extra features come at a cost. Many are available as add-ons, meaning you might end up spending more than the base price. The last 10% of customization will often require a developer to build, but Shopify’s robust API (a set of tools for connecting different software systems) makes that possible.
Price: $51/month CAD (lower if paid annually)
Transaction fees: 2.9% + 30 cents per transaction
Flax Sleep (Wilet) Shopify website offers a wide selection of linens and home goods.
Squarespace
Pro: Squarespace is known for its sleek, user-friendly interface, making it perfect for those who want a beautiful website without hiring a designer. The drag-and-drop functionality helps you create a professional look, even if you’re new to design. It’s ideal for content-heavy sites with blogs or service pages.
Con: The e-commerce features are more basic compared to Shopify. While great for smaller stores, booking services, or digital products, it’s not as robust for those looking to scale a full-on online catalog.
Price: $32/month CAD
Transaction fees:* 3% per transaction
My Acne Clinic Squarespace site focuses on a small selection of acne products and online booking.
Wix
Pro: Wix gets you up and running fast, making it the quickest option of the bunch. It’s perfect for someone eager to launch and doesn’t mind experimenting with customizations.
Con: It sits in the middle - not as easy to use as Squarespace, but not as powerful as Shopify. While Wix offers more templates and design flexibility, this can sometimes lead to an overwhelming design process, often producing less professional results.
Price: $39/month CAD
Transaction fees: 2.9% + 30 cents per transaction
WordPress + WooCommerce
Pro: WordPress offers the freedom of not paying for high platform subscription fees, and there are no transaction fees. You only pay the processor fee (which also applies to Shopify, Squarespace, and Wix). WordPress is great for those who love a DIY approach and want full control over every aspect of their website. It’s ideal for those with some technical knowledge—or a willingness to learn—as you’ll need to handle things like installing plugins, managing themes, and maintaining the backend of your site.
Con: It takes time. Unlike the drag-and-drop platforms, building a WordPress store requires you to invest more time in setting things up. You’ll also need to install and manage plugins for e-commerce functionality. Additionally, WordPress sites often rely on shared web hosting, which can be less reliable and more prone to outages or slower speeds compared to the more robust and dedicated servers used by platforms like Shopify, Squarespace, and Wix.
Price: WordPress itself is free, but you’ll need to pay for hosting, which is typically $100–200 per year.
Transaction fees: None (outside of payment processor fees)
Peak Human Wordpress website features a custom workflow integrated with online booking.
So, Which Do I Recommend?
Ten years ago, I almost exclusively built WordPress websites because they offered the best customizability and SEO potential. In 2024, however, I rarely get requests for WordPress. Today’s platforms—like Shopify and Squarespace—have caught up in SEO capabilities, and their drag-and-drop functionality produces websites that no longer feel “cookie-cutter.”
In today’s recession, businesses are hesitant to spend on fully custom WordPress sites, especially with the ongoing need for updates. Most are looking for more affordable, straightforward options. For anyone starting an online store now, I’d recommend Shopify if you need strong e-commerce features, or Squarespace if you want a beautiful, easy-to-manage site and are selling fewer products. Both give you the flexibility to build a site that reflects your brand while keeping things simple.
Build Your Online Store
Want to bring your store online but don't know where to begin? You know your business best, and online is my expertise. Let’s work together and create something amazing.
