Introduction

To sell online platforms you must balance product market fit, margins, traffic channels, and the technical stack that supports growth. Many entrepreneurs pick a storefront by brand name alone and lose months to migrations or expensive integrations. A clearer, metrics-driven approach saves time and money.

This guide covers which ecommerce platforms to consider, how to choose by business model, step-by-step launch and 90-day scale timelines, and hard comparisons including pricing ranges. It matters because the platform you pick affects conversion rates, shipping costs, customer data access, and the ability to run promotions or sell across marketplaces. The wrong choice can add 10-20 percent to operating costs or limit growth options.

Read this to get specific examples with numbers, ready-made checklists you can use today, pricing comparisons for Shopify, WooCommerce, BigCommerce, Wix, and marketplaces, and a 30-60-90 day execution plan to go live and start scaling.

Overview of Ecommerce Platform Options

Ecommerce platforms fall into a few clear categories: hosted all-in-one software as a service (SaaS), self-hosted open source, marketplaces, and headless/composable stacks. Choose by control versus convenience, and by expected scale.

Hosted SaaS examples

Shopify: quick setup, app ecosystem, built-in PCI compliance. Typical plans run about USD 29, 79, and 299 per month for Basic, Shopify, and Advanced (prices vary by region).
BigCommerce: built for mid-market scale with fewer transaction fees. Plans commonly start around USD 39 per month for the Standard tier.
Wix and Squarespace: lower-cost options for small catalogs, Wix Business plans often in the USD 20-30 per month range.

Self-hosted open source

WooCommerce (WordPress): plugin is free but you pay hosting, SSL, and extensions. Expect hosting from USD 10 to 100 per month depending on traffic, plus extensions USD 50-300 once.
Magento / Adobe Commerce: enterprise-grade with significant implementation costs. Typical total cost of ownership often USD 50,000+ per year for mid to large merchants.

Marketplaces and channel sellers

Amazon, Etsy, Walmart Marketplace: fast access to demand but with fees ranging 8-45 percent total depending on category and fulfillment method.
Social commerce: Facebook Shops and Instagram Shopping add storefronts linked to your main platform but require product catalog sync.

Headless and composable

Headless separates frontend and backend. Use Shopify Plus or BigCommerce as a backend with custom frontends using Next.js or a headless CMS. Development costs are higher but conversion flexibility and performance are improved.

How to pick

If you need speed to market and standardized checkout, choose Shopify or Wix for weeks-to-launch.
If you need total control over data, custom checkout, or complex B2B pricing, consider WooCommerce or Magento.
If you expect heavy marketplace sales, plan hybrid: marketplace for demand plus a brand-owned storefront for margin and customer data.

Expected timelines

Simple Shopify or Wix store with 20 SKUs: 1 to 3 weeks.
WooCommerce with custom theme and 500 SKUs: 3 to 8 weeks.
Magento enterprise with integrations: 3 to 6 months.

Key numbers to track

Gross margin impact from platform fees and apps: target keeping fixed platform cost under 2-5 percent of revenue in early stages.
Conversion lift from performance and UX: aim to move from 1-1.5 percent conversion to 2.5-3 percent within three months of optimization.

How to Sell Online Platforms

This section describes the operational steps and selling motions to convert website visitors into buyers on whichever platform you choose. The exact phrase appears here to keep focus on tactics you can apply immediately.

Start with a conversion-first baseline

Measure current conversion rate, average order value (AOV), and traffic sources. If you have no traffic, benchmark acquisition costs: paid ads often start at USD 5-30 cost per acquisition (CPA) for consumer categories.
Install analytics: Google Analytics 4, server-side tracking if possible, and one customer data platform (CDP) or marketing automation like Klaviyo for email.

Product and pricing that sells

Use three price tiers per product: entry, core, premium. This framing increases AOV by 10-30 percent when implemented with bundling.
Calculate break-even cost per acquisition: break-even CPA = Gross margin per order = (AOV * gross margin %) - fixed marketing costs allocated by order.

Checkout optimization

Reduce form fields, enable guest checkout, and prefill address predictions. These changes can raise conversion by 10-30 percent on average.
Offer saved payment options (Stripe, Shopify Payments, PayPal). Payment friction kills conversions: aim for a one-click payment flow for repeat buyers.

Shipping and returns

Offer two shipping speeds: a free economy option with 5-8 business day delivery and a paid expedited option. If margins allow, offer free shipping over a USD 75-100 cart threshold to increase AOV.
Display returns policy clearly and automate return labels via tools like ShipStation or Loop Returns. A clear returns policy can improve conversions by lowering perceived risk.

Acquisition channels

Paid search (Google Shopping) and paid social (Facebook Ads, Instagram) are primary traffic drivers for direct-to-consumer brands. Start with a blended ROAS (return on ad spend) target of 3x to 4x.
Organic channels: SEO and content marketing take 3-6 months to ramp but lower CAC substantially. For a niche product, aim to publish 2-4 buyer-intent articles monthly and 1-2 product comparison pages.

Customer lifecycle and retention

Implement a 3-email post-purchase flow: order confirmation, shipping/fulfillment update, and a 3-7 day follow-up asking for a review and cross-sell. This can lift 30-day repurchase rates by 5-10 percentage points.
Use email segmentation: new buyers, 1+ purchases, churn 30-90 days, and VIP. Personalization via Klaviyo or Mailchimp increases open rates and revenue per recipient.

Examples with numbers

Example 1: Brand launching on Shopify with a USD 80 AOV and 50 percent gross margin. If target ROAS is 4x, maximum CAC = (AOV * margin) / 4 = (80 * 0.5) / 4 = USD 10. Budget initial paid acquisition at USD 10 CAC.
Example 2: Marketplace-first brand on Amazon with 20 percent fees and FBA costs of 10 percent. If net margin is 20 percent after product cost, marketplace fees consume about half of gross margin, so build a brand-owned site to regain margin and customer data.

Steps to Launch and Scale a Store 30-60-90 Day Timeline

This prescriptive timeline specifies concrete tasks and outcomes for the first 90 days. Each phase includes metrics to hit.

Days 0 to 30 Build and launch

Choose platform and sign up: Shopify Basic or equivalent for fast launch, or provision WooCommerce hosting (DigitalOcean, WP Engine).
Tasks: finalize 30 SKUs, product photography (10 hero images per top SKU), product descriptions, pricing tiers, tax setup, and shipping rules.
Tech: connect domain, set up SSL, integrate Stripe and PayPal, enable basic analytics.
Marketing: set up Google Ads and Facebook Business Manager, publish 5 SEO pages focused on buyer intent.
Goal metrics: site live, conversion baseline established, 1-3 micro-campaigns live, first 50 orders or 30 days of traffic to produce data.

Days 31 to 60 Optimize for conversion and acquisition

Implement checkout optimizations: reduce fields, add trust badges, set up abandoned cart emails.
Run A/B tests on homepage hero, product page layout, and checkout flow. Prioritize tests expected to move conversion by at least 10 percent.
Add retention flows: welcome series, post-purchase series, and a discount for 2nd purchase. Set a goal to reach 20 percent email capture on traffic.
Scale acquisition: increase budget on top-performing ad sets; optimize keywords with high intent (brand + product + buy).
Goal metrics: improve conversion by 15-30 percent, reduce CAC by at least 10 percent, reach 100-300 orders depending on category.

Days 61 to 90 Scale operations and channels

Expand channels: list best sellers on Amazon or Walmart if inventory and margins allow; connect Google Merchant Center for shopping campaigns.
Introduce loyalty or subscription options if applicable. Subscriptions can raise LTV (lifetime value) by 30-100 percent depending on product.
Automate fulfillment and returns: integrate ShipStation, EasyShip, or a 3PL (third-party logistics) for order volume over 200 orders/month.
Add conversion channels: influencer partnerships, referral program, and retargeting sequences.
Goal metrics: double monthly revenue from month 1 baseline, improve repeat purchase rate by 5-15 percent, and get ROI on marketing spend (ROAS) to target.

Checklist for each phase

Setup: domain, SSL, payment providers, tax rules, shipping rates.
Launch: 20-50 SKUs, product copy, hero images, basic SEO, analytics.
Post-launch: A/B testing road map, email automation, returns process.
Scale: marketplace listings, 3PL integration, advanced analytics.

Best Practices and Metrics to Monitor

Design decisions and monitoring priorities directly affect the growth trajectory. Focus on a few critical metrics and practices to avoid chasing vanity numbers.

Key metrics to track daily to weekly

Conversion rate (sessions to purchase): industry benchmarks 1-3 percent for general ecommerce; aim for 2-4 percent within 3 months.
Average order value (AOV): raise AOV with bundles and free shipping thresholds.
Customer acquisition cost (CAC): track by channel and campaign. Seek CAC below 25-30 percent of first purchase gross margin in early stages.
Gross margin and contribution margin: include platform fees, payment fees, and shipping when calculating.
Repeat purchase rate and customer lifetime value (LTV): track cohorts monthly.

UX and performance principles

Mobile first: 70 percent or more of traffic is mobile in many categories. Page load time under 2.5 seconds improves conversion.
Minimize friction: reduce clicks to purchase; minimize required form fields.
Trust signals: clear returns policy, reviews, and security badges raise conversion.

Data and measurement

Use server-side tracking when possible to reduce ad platform data loss due to browser changes.
Implement event tracking for add-to-cart, checkout start, purchase, and subscription opt-ins.
Use cohort analysis to measure the impact of campaigns on repeat purchase behavior.

Inventory and operational best practices

Safety stock: maintain at least 30 days of cover for fast-moving SKUs and 60-90 days for slower lead-time items.
Fulfillment SLAs: set delivery expectations and stick to them. On-time shipping improves reviews and repeat purchase rates.
Use a 3PL when orders exceed 200-500 per month to avoid bottlenecks and scale reliably.

Examples and benchmarks

A DTC brand on Shopify with USD 60 AOV and 50 percent margin uses USD 20 per month on Shopify Basic, 3 paid apps at USD 20 each, and Stripe fees ~2.9 percent + 30 cents. On first 1,000 orders, platform cost is negligible compared to ad spend; focus budget on CAC and product-market fit.
An enterprise merchant on Magento investing USD 150,000 in implementation should expect lower per-order platform fees but higher fixed costs. Break-even depends on volume; at 10,000 orders per month, custom stacks usually become cost-effective.

Tools and Resources

This section lists practical tools, approximate pricing, and where they fit in your stack.

Storefront platforms

Shopify: SaaS storefront. Plans commonly USD 29, 79, 299 per month. Shopify Payments available; transaction fees reduced if using Shopify Payments.
BigCommerce: SaaS that scales well for B2B. Plans often start ~USD 39 per month.
WooCommerce: free plugin, expected hosting USD 10-100/month, plus extensions USD 50-300.
Magento / Adobe Commerce: enterprise platform. Licensing and implementation often USD 50,000+ annually for mid-market.

Payments and checkout

Stripe: card processing, global. Fees typically 2.9 percent + 30 cents per transaction.
PayPal: widespread buyer trust. Fees vary, often similar to Stripe for merchant accounts.
Shopify Payments: integrated payments on Shopify; fee structure varies by plan.

Shipping and fulfillment

ShipStation: integration for multi-carrier shipping. Pricing from about USD 9 to 159 per month based on shipments.
EasyShip: international shipping and duties. Pricing varies by volume.
3PL providers: ShipBob, Deliverr, and Ware2Go. Pricing is volume-dependent; expect fulfillment cost per order from USD 2 to 8 for standard small packages.

Marketing and retention

Klaviyo: email and SMS for ecommerce. Pricing starts free for small lists, grows with contacts and sends.
Mailchimp: email marketing with ecommerce integrations. Lower cost for basic lists.
Gorgias or Zendesk: customer support helpdesk integrations with Shopify. Gorgias tailored to ecommerce with pricing tiers based on ticket volume.

Analytics and conversion

Google Analytics 4: free for standard installs; essential event tracking.
Hotjar or FullStory: session replay and heatmaps. Hotjar pricing begins with a free plan and then monthly tiers.
Optimizely or VWO: A/B testing platforms. VWO and Optimizely pricing varies; smaller merchants can use built-in theme A/B testing or Shopify’s native options.

Marketplaces and integrations

Amazon Seller Central: referral fees 8-45 percent by category; fulfillment by Amazon (FBA) adds fulfillment costs.
Etsy: transaction and listing fees; good for handmade or niche goods.
Google Merchant Center: required for Google Shopping; often combined with Shopify or feed management tools like DataFeedWatch.

Developer and hosting resources

Vercel and Netlify: popular hosts for headless frontends.
DigitalOcean, AWS, and WP Engine: hosting choices for WooCommerce or custom apps.

Note on pricing: Platform and service pricing changes frequently; validate current plans before committing.

Common Mistakes and How to Avoid Them

Below are frequent pitfalls merchants make and specific avoidance tactics.

Mistake 1 Not measuring contribution margin

Problem: Focusing only on top-line revenue hides unprofitable acquisition.
How to avoid: Calculate contribution margin per order including marketing spend, shipping, platform fees, and variable packaging costs. Stop or restructure campaigns with negative contribution.

Mistake 2 Choosing platform only by brand name

Problem: Migrating away from a chosen platform wastes time and money.
How to avoid: Map needed features (subscriptions, B2B pricing, inventory rules) before choosing. Use a decision matrix scoring must-haves, nice-to-haves, and future needs.

Mistake 3 Underinvesting in product content

Problem: Low-quality photos and copy reduce conversion and increase returns.
How to avoid: Allocate budget for professional photography and 2-3 high-quality product videos per hero SKU. Use copy that answers top 5 buyer objections.

Mistake 4 Ignoring returns and customer service

Problem: Poor returns process increases churn and negative reviews.
How to avoid: Create a simple returns workflow, automate labels, and provide transparent timelines. Train support team on escalations and resolution SLAs.

Mistake 5 Overcomplicating the stack too early

Problem: Adding many apps increases monthly costs and technical debt.
How to avoid: Start with core required integrations and validate ROI for each app before adding more. Remove unused apps quarterly to save costs.

Frequently Asked Questions

Which Platform is Best to Sell Online Platforms for a New DTC Brand?

For new direct-to-consumer brands, Shopify is often best for speed to market, app ecosystem, and lower initial development costs. If you need tight content control and SEO, WooCommerce on a good host is an alternative.

How Much Does It Cost to Launch a Basic Store?

A basic Shopify store can launch with startup costs around USD 500 to 3,000 covering theme, photography, copy, and initial ad spend. For WooCommerce expect USD 200 to 2,000 for hosting, theme, and setup if you handle most tasks yourself.

When Should I Expand to Marketplaces Like Amazon?

Expand to marketplaces after you validate product-market fit on your brand site and can meet fulfillment cost targets. If marketplace fees still allow positive contribution margin, test with top SKUs for 30 to 90 days before scaling.

How Do I Reduce Cart Abandonment?

Reduce cart abandonment by simplifying checkout, offering guest checkout, showing shipping costs early, and using abandoned cart emails and retargeting. Small UX changes like address autocomplete and fewer form fields often lift conversion significantly.

Can I Move Platforms Later Without Losing SEO and Customers?

Platform migrations are common but require careful planning: 301 redirects, canonical tags, preserving URL structure where possible, and a migration checklist. Expect temporary traffic volatility; plan a 4-8 week recovery window.

What is a Healthy Repeat Purchase Rate?

Healthy repeat purchase rates vary by category. For consumables, 30-50 percent annual repeat is common. For durable goods, 10-20 percent may be acceptable.

Track cohort LTV to make acquisition decisions.

Next Steps

Follow this short action plan to move from planning to execution.

Choose a platform and validate features using a decision matrix within 7 days. List must-have features, hosting needs, and integrations and score Shopify, WooCommerce, BigCommerce, and Wix against them.
Build a 30-60-90 day execution plan with person-level owners and budgets. Set clear launch milestones: site live, first 50 orders, and ROAS targets.
Implement baseline analytics and retention flows before launching paid traffic. Install Google Analytics 4, set up purchase events, and create a 3-email post-purchase series.
Start paid acquisition with small tests and track contribution margin daily. Run 3 ad tests per channel for 2 weeks, measure CAC, and scale winners while optimizing creative and landing experience.

Checklist to print and use

Domain, SSL, payments, tax, shipping rules set
20-50 product pages with photos and descriptions
Analytics and events installed
Abandoned cart and post-purchase emails live
At least one paid traffic channel testing with defined CAC goal

This plan provides concrete workstreams to get your store live, measurable, and scalable within 90 days.

How to Sell Online Platforms for Ecommerce Growth