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Which Ecommerce Platform is the Best for Small Businesses

Frank Jackson, 08/16/2016,

Ecommerce has been named one of the awesome ways to make money online in 2016. By teaming with a great dropshipping service, you are able to quickly jump in business because you don’t need to carry inventory or experience the headaches of managing a warehouse.

A big decision you’ll be faced with will be deciding which ecommerce platform you want to use to sell your products. We understand, there are alot of choices out there, and too many options often leads to confusion.


To simplify the matter, these are the 4 big players in the industry.


If you’re a hands-on small business owner without a lot of programming skills, Shopify is a great ecommerce platform for you.

Shopify has it all in terms of an easy setup, with a handy dashboard area for quickly adding products, customizing the look of your site and more.

Total control over customization of your store

You can pick exactly how your image comes across and adding content . Adding videos, about us pages and your own blog can really solidify the style of your company and its branding. You can also split multiple products into collections and have a basket that is specifically for your store.

Offers, discounts and shipping promotions

On your own Shopify store, you have the ability to run promotions and offer discounts in order to increase conversions. You can also set different shipping rates and discounted or even free shipping.

Tools to succeed

Shopify is very flexible and has all sorts of tools (Apps) to meet your needs and to extend the functionality of your online store. They offer you a large App Store where you can choose from over 1,100 different Apps (free and paid) for you to plug into your store.

Conclusion: Shopify offers you a true 24/7 anytime support. You can reach them at any time through phone support, online live chat or email. They even provide you with 4 international phone numbers so you can choose the number that fits your region. If you’re running a business, you need immediate access to support when you need technology troubleshooting – Shopify provides this for you. Shopify has proven itself to be a winning choice as a platform for ecommerce.

Click here to Sign Up through the Gooten Shopify App


WooCommerce is a powerful free ecommerce plugin for WordPress that allows you to sell physical or digital products with ease. With over a million downloads it has quickly become a trusted WordPress ecommerce platform.

Launched in late September 2011, WooCommerce now supports a sizeable slice of the ever-growing ecommerce pie, boasting over 1.6M downloads from across the globe.

Free to start

WooCommerce is completely free to download. Yet, despite being free and open-source, WooCommerce offers extensive features out of the box, while also being extremely flexible via the additional use of extensions. However, as this article points out, this doesn’t necessarily mean it’s a no-cost solution. To get the full benefits of an ecommerce platform, you’ll eventually have to pay.

Familiar Friendliness

With WooCommerce being a WordPress plugin, past users of the platform will benefit from being able to recognize the user-friendly WordPress interface. That kind of familiarity when building an online store could easily save time and confusion, whilst bolstering creativity.

Analytics Made Easy

A core tool used by any website owner, is their analytics tool. Many ecommerce startups may not know how to apply an analytics system to their website, nor will they know what statistics need focused analysis. Thankfully, WooCommerce has such merchants covered. The built in analytics system makes a wide array of statistics crystal clear. Figures like total sales, sales by date, average order totals, individual customer statistics and much more are all neatly presented via graphs, without the user ever having to leave their admin panel. It’s that easy.

Conclusion: The open-source platform provides users with a feature extensive, making it easy for ecommerce startups to get a feel for online business in a way which is simple to digest. However, you may need someone with programming experience to get you set up. WooCommerce is a good way to get your online feet wet, but when matched against Shopify, Shopify comes out as an overall better solution.

WooCommerce users who wish to integrate with Gooten, email us at and we’ll get you details on integration.


Etsy has over 1,000,000 active shops, and is a platform that is always rising in popularity, with more and more online shoppers recognizing its status as a great place to find unique items and gifts.

Established community of shoppers

Probably one of the biggest benefits that selling on Etsy can offer you is being a part of a very large, established community of loyal Etsy customers. While any small business should be constantly marketing themselves regardless, knowing that a lot of people visit Etsy could potentially help with having customers find you. Do bear in mind that traffic to Etsy does not equal traffic to your shop. You still have to make your products enticing and try to get featured by Etsy.

Conclusion: Your product has to be appropriate for selling on Etsy. As a general idea, the people that shop on Etsy are like those that shop in boutique outlets – they come looking for products that have a degree of originality to them and enjoy the personalized nature of buying directly from a designer-maker. To make any sales, you have to be offering Etsy’s shoppers what they are looking for.

Gooten has created a solution specifically for Etsy users, our Gooten Order Form for one-time orders. Have your custom designed products shipped to you or directly to your customers.


Conceived in 1995, eBay is a perfect example of an online company that succeeded during the dot-com boom of the late ’90s. Originally intended as an online garage sale, with all products being bidded on by anyone with an account, eBay has slowly tried to erase this mentality and develop their company into one that isn’t seen as a cheap outlet.

Those fortunate enough to have sold on eBay during the early 2000s will have fond memories of being able to list an item knowing that there will be someone out there that will bid on/buy it. Unfortunately, eBay’s landscape has evolved and it no longer like this. Now, with far more competition than there used to be, sellers have to try a lot harder to get their products seen and bidded on.

High Commission Percentage

eBay’s commission rates are quite high, ranging from 8-11%, depending on the category that the item sells in. They call it a ‘final value fee’, and the percentage is of the total cost – that is, including whatever shipping costs you charge. Etsy only charges 3.5% commission for each sale, regardless of what category it is sold in. This fee, unlike eBay, does not include the shipping cost of the item. You will need to evaluate whether or not you think eBay having more traffic than Etsy is enough of a reason for it to charge upto 7.5% more commission per item.

Conclusion: No. Just. No. It was cool in 1998. Now, it just doesn’t make sense to use this as your primary platform for ecommerce, especially with better options easily available.

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