Selling online has never been more accessible. Whether you're launching a new brand or taking an existing business online, this guide covers everything you need to know about starting an e-commerce website in the UK.
Choosing Your Platform
The platform you choose affects everything: cost, flexibility, features, and how much control you have. Here are the main options:
Shopify
Best for: Beginners, quick launches, businesses wanting minimal technical hassle
Cost: £25-£344/month + transaction fees
Pros:
- Very easy to use, no technical knowledge needed
- Hosting, security, and updates included
- Huge app store for additional features
- Excellent customer support
Cons:
- Monthly fees add up over time
- Transaction fees unless using Shopify Payments
- Less customisation than self-hosted options
- You don't truly "own" your store
WooCommerce (WordPress)
Best for: Businesses wanting full control, those with existing WordPress sites, larger catalogues
Cost: Free plugin, but £50-200/year for hosting + premium themes/plugins
Pros:
- Completely free and open source
- Unlimited customisation
- You own everything — full data control
- No transaction fees (beyond payment processor)
- Thousands of themes and plugins
Cons:
- Steeper learning curve
- You're responsible for hosting, security, updates
- Can get complex with lots of plugins
Squarespace
Best for: Design-focused brands, smaller product catalogues
Cost: £23-45/month for commerce plans
Pros:
- Beautiful templates out of the box
- All-in-one solution (hosting, domain, email)
- Good for portfolio + shop combinations
Cons:
- Less flexible than Shopify for pure e-commerce
- Fewer integrations and apps
- Limited payment gateway options
My Recommendation
Starting out with <50 products: Shopify for ease, WooCommerce for budget
Larger catalogues or complex needs: WooCommerce
Already have a WordPress site: WooCommerce (no contest)
Payment Processing
You need a way to accept payments. Here are the main UK options:
Stripe
Fees: 1.5% + 20p (UK cards), 2.5% + 20p (EU cards), 3.25% + 20p (international)
The most popular choice. Excellent integration with all platforms, accepts all major cards, Apple Pay, Google Pay. No monthly fees — you only pay when you make sales.
PayPal
Fees: 2.9% + 30p per transaction
Still trusted by many customers. Worth offering as an option alongside Stripe. Higher fees but can increase conversion for some audiences.
Shopify Payments
Fees: 1.5% - 2% + 25p depending on plan
Only available on Shopify. Avoids additional transaction fees Shopify charges for other gateways.
Square
Fees: 1.9% + 20p
Good option if you also sell in person — the same account works for online and physical card readers.
Legal Requirements for UK E-commerce
Selling online in the UK comes with legal obligations. Get these wrong and you risk fines or worse.
Privacy Policy
Required by GDPR. Must explain what data you collect, why, and how it's protected. Cookie consent notices are also required.
Terms and Conditions
Outlines the rules of purchase — payment terms, delivery, returns, liability limits.
Returns Policy
UK law gives online customers 14 days to cancel for any reason (Consumer Contracts Regulations 2013). You must clearly explain this. You can offer more generous terms, but not less.
Delivery Information
Must state delivery costs before checkout, estimated delivery times, and who bears shipping risk.
Business Information
Your website must display:
- Business name and legal status
- Geographic address
- Contact email
- VAT number (if VAT registered)
- Company registration number (if applicable)
VAT
If your turnover exceeds £90,000 (2024/25 threshold), you must register for VAT. Even below this, you might choose to register voluntarily. E-commerce VAT can be complex — consider speaking to an accountant.
Legal Disclaimer
I'm a web designer, not a lawyer. For proper legal advice, consult a solicitor or use services like Rocket Lawyer for UK-compliant legal documents.
Essential Features
What does every e-commerce site need to function properly?
Product Pages
- High-quality images (multiple angles)
- Clear, detailed descriptions
- Price (including VAT)
- Stock availability
- Size/colour/variant options
- Related products
Shopping Cart
- Easy to edit quantities
- Shows running total
- Persists if customer leaves and returns
- Clear "Continue Shopping" and "Checkout" options
Checkout
- Guest checkout option (don't force account creation)
- Progress indicator
- Multiple payment options
- Clear delivery costs before final confirmation
- Order confirmation page and email
Search and Navigation
- Search bar that actually works
- Logical category structure
- Filters for price, size, colour, etc.
Trust Signals
- SSL certificate (HTTPS)
- Payment security badges
- Customer reviews
- Clear contact information
- Returns policy visible
Shipping Considerations
Shipping is where many new e-commerce businesses struggle. Think through:
Shipping Rates
Options include:
- Free shipping: Great for conversion, but factor cost into product prices
- Flat rate: Simple to understand (e.g., "£3.99 UK delivery")
- Calculated shipping: Real carrier rates based on weight/location
- Free over threshold: "Free shipping over £50" — encourages larger orders
Carriers
UK options include Royal Mail, DPD, Evri (formerly Hermes), DHL, UPS. Compare rates and services. For small volumes, services like Parcel2Go or Shippo let you compare across carriers.
Packaging
Factor packaging costs into your pricing. Consider eco-friendly options — many customers care about this now.
Marketing Your Store
Building a store is step one. Getting customers is the ongoing challenge.
SEO
Optimise product pages for search. Include keywords in titles and descriptions. Write unique content — don't just copy manufacturer descriptions.
Google Shopping
Product listings that appear in Google search results. Can drive significant traffic. Requires a Google Merchant Centre account and product feed.
Social Media
Instagram and Pinterest work well for visual products. Facebook for community building. TikTok for reaching younger audiences. Focus on 1-2 platforms rather than spreading thin.
Email Marketing
Capture emails and nurture customers. Abandoned cart emails alone can recover 10-15% of lost sales. Tools like Klaviyo or Mailchimp integrate with most platforms.
Costs Summary
| Item | DIY Budget | Professional Build |
|---|---|---|
| Platform/Hosting | £0-300/year | £0-300/year |
| Domain Name | £10-15/year | £10-15/year |
| Design/Development | £0 (template) | £2,000-10,000+ |
| SSL Certificate | Often free | Often free |
| Payment Processing | 1.5-3% per sale | 1.5-3% per sale |
| Apps/Plugins | £0-500/year | £0-500/year |
Getting Started
- Validate your product. Make sure people will actually buy what you're selling before investing heavily.
- Choose your platform. Start simple — you can always migrate later.
- Set up payment processing. Stripe + PayPal covers most bases.
- Create product listings. Good photos and descriptions are crucial.
- Configure shipping. Start simple, optimise later.
- Add legal pages. Privacy policy, T&Cs, returns policy.
- Test everything. Complete test purchases before launching.
- Launch and market. Tell everyone, start building traffic.
E-commerce is a marathon, not a sprint. Start lean, learn what works, and scale what's successful.