Showcase website or e-commerce?
Over the past few years, several clients have asked me this question during discovery calls:
‘In your opinion, should I switch to e-commerce or stick with a simple showcase website?’
There’s no one-size-fits-all answer. It depends on several factors and requires careful evaluation. However, we can begin by reflecting on some key considerations.
Are we really ready for e-commerce?
This isn't just a catchy section title — it’s the first question we need to ask ourselves as entrepreneurs. Not every business needs an e-commerce platform, and more importantly, not every business is ready to manage one.
Let’s take a practical example:
Laura owns a flower shop. She mainly sells to regular customers in her city and is considering opening an online shop to increase revenue.
Some of the questions Laura should ask herself include:
Do I already have a customer base that would buy online, or would I have to build one from scratch?
Can I manage inventory, packaging, and delivery logistics?
Do I have the time or team to handle customer service, website updates, and day-to-day operations?
Am I prepared for the bureaucratic aspects and legal compliance of online selling?
And yes — can I afford the initial investment in the website (often the first concern, but not necessarily the most significant one)?
In Laura’s case, she already offers phone orders and same-day local delivery. This suggests a customer base accustomed to remote purchases and a logistical system already in place. With that foundation, investing in e-commerce — even starting with local delivery — could be a natural next step.
Now let’s look at another example:
Paolo runs a pastry shop. He already has a showcase website that features his creations and promotes his cooking classes. He’s considering adding e-commerce features to sell his pastries online.
But unlike Laura, Paolo doesn't have staff available to manage deliveries, and ensuring the freshness of his products would be challenging without proper logistics. Instead of launching a full e-commerce shop, Paolo and his web designer are exploring a middle-ground solution: adding a special section for advance ordering with in-store pickup and online payment — a service that fits his reality without overcomplicating his workflow.
Why a showcase website still matters
While e-commerce offers the potential for growth, automation, and wider reach, a showcase website is still a powerful tool — especially for service-based businesses or local shops that thrive on direct contact and trust.
Some advantages of a showcase site:
Low maintenance: Fewer updates, no inventory to manage, minimal customer support.
Cost-effective: Lower development and maintenance costs.
Focused communication: You can present your work clearly and professionally without the complexity of online sales.
Perfect for early-stage businesses: It helps establish an online presence, build credibility, and attract leads before moving into e-commerce.
In short, not every business needs to sell online — but every business does need a digital space that reflects its identity and goals. Whether that space should include a shopping cart or not depends on your context, your resources, and your long-term strategy.
