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Showcase site or e-commerce: which do you actually need?

5 min read

Selling online isn't always the right answer. How to decide without paying for a site you won't use.

E-commerce costs more to build, but far more to keep alive: photography, descriptions, live stock, delivery, returns, payments. If nobody on the team has time for it every week, it becomes a dead shopfront full of unavailable products.

A showcase site has one job: build trust and trigger a contact. For a clinic, a restaurant, a craftsperson or an agency, that's often all the business needs.

So the right question isn't "do I want to sell online?" but "will someone look after the shop every week?". If the answer is no, start with a well-made showcase.

There's a middle path too: an online catalogue with no payment, where the customer picks items and orders over WhatsApp. You keep the direct relationship without the logistics of a real store.

In every case, plan for e-commerce at design time. A well-built site should be able to take on a shop later without being rebuilt from scratch.

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