If you’re a maker or small product-based business owner, the idea of building an online store can feel overwhelming. Creating products, organising packaging, handling customer service and creating marketing content already fills your days.

But learning how to build an ecommerce website from scratch doesn’t have to be stressful.

This guide walks you through five key steps to an online shop that works — from clarifying your business goals to launching a site that reflects your craft and connects with your customers.

Because a website is more than just a digital shopfront for product-based businesses, especially those in the artisanal space — it’s a space where people can discover your story, experience your craft and ultimately feel confident purchasing directly from you.

Having a thoughtfully designed online presence helps your business reach more customers, build trust and grow sustainably. Let’s learn how to create yours.

Step 1: Map your business goals and how you want your website to help achieve them

Before diving into the design and technical details, it’s essential to pause and reflect on your business goals.

Ask yourself:

What do you want my website to achieve?
Do I want to reach new customers, streamline my sales or better showcase my products?
How do I want my unique business story to be represented?

Apply it: Take 10 minutes to list your primary business goals, such as increasing sales, attracting new customers or showcasing your brand’s story.

Example: If you’re selling handwoven baskets, your primary goal might be to attract more wholesale buyers who appreciate the craftsmanship behind each piece.

Step 2: Choose the right website platform for your needs

Next, consider the platform that will best bring your vision to life. Your choice should balance the business goals and needs you identified in Step 1, as well as your skill-level with managing the back-end, and your budget.

Ask yourself:

Am I confident and comfortable managing back-end website tech or do I need something really simple and intuitive to use?
Do I have a huge range of products, variations, categories and styles that require advanced inventory management features?
Do I need multi-currency functionality to sell across different countries?
Do I plan to scale my quickly, requiring features such as tax automation or third-party integrations?

For small product-based businesses, Squarespace is an excellent choice. It’s affordable, intuitive and easy to use, even if you’ve never built a website before. Learning how to build a Squarespace website from scratch is relatively straightforward, and the platform is stable, secure, and designed to keep your shop running smoothly. You can also choose to work with a Squarespace web designer (like me!), and get a beautifully crafted template made specifically for artisans and tailored to your unique brand, making setup fast and stress-free.

Apply it: Create a list of must-have features based on your business requirements (e.g., shipping options, payment gateways, blogging tools) to guide your platform choice.

Example: A small ceramics studio may prioritise easy product management and beautiful visual display to highlight the detail of each piece. Squarespace would be the perfect platform for this context.

Step 3: Start design your website

Designing your website is where the magic truly begins. For design-forward businesses, your online presence should be a natural extension of your brand. Consider these key design elements when planning your website:

Focus on usability

A beautiful website is only effective if it’s easy to use. Mobile-responsive design is essential for product-based businesses (and all businesses, really), as many customers shop on their phones. Clear navigation and intuitive layouts also help visitors find what they need and complete purchases without frustration.

This is a good moment to call in a qualified web designer, as poor design and usability can mean the difference between visitors leaving immediately or staying to become loyal customers. Many clients come to me after trying to learn how to build an ecommerce website from scratch, only to find it difficult to create something professional, polished, and easy to use. Working with a designer takes away the stress and ensures your shop is set up to look beautiful, run smoothly, and build trust with your customers.

Apply it: Check your website across multiple devices (computer, phone, tablet) to ensure the layout adapts and functions well.

Example: A jewellery brand would check that detailed product photos load quickly smaller screens, and that the “Add to Cart” buttons are easy to find and use on mobile devices.

Keep it simple

A clean, uncluttered layout helps your products take centre stage. An overly complex online store can overwhelm visitors and lead to decision fatigue. Instead, opt for an intuitive layout with clear, organised navigation. For ideas and inspo, explore my signature Squarespace design for artisans and makers.

Think of your website like a physical shop — clutter can be distracting. Simple design creates a smooth browsing experience that naturally guides visitors through your offerings.

Apply it: Streamline your website by grouping similar products under categories and minimising unnecessary elements such as excessive pop-ups or distractions.

Example: A pottery brand could simplify the homepage with one featured collection (such as New Arrivals) and a clear, well-labelled navigation bar with no more than six links visible.

Reflect your brand

Every design choice, from colours and typography to photos and graphics, should reflect your brand’s unique personality. If your website mirrors the essence of your craft, customers will feel more connected to what you’re offering. Consistency in branding across all touchpoints builds trust and strengthens customer loyalty. Consider the emotions you want to your site to evoke: earthy tones for natural products, minimalistic fonts for sleek, modern goods.

Apply it: Review your brand’s colour palette, typography, and imagery to ensure they match the feel of your products.

Example: An organic skincare line could use a soothing earth tones and nature-inspired images to convey calm and purity.

Step 4: Adding essential ecommerce and shopping features

Once your design is in place, it’s time to think about the features that will help turn visitors into customers. While the specifics will vary depending on your products, there are a few must-have building blocks of a functional and effective e-commerce site, designed to both inform and convert.

Product pages

Each product should have its own dedicated page, showcasing high-quality images, a detailed description and clear pricing. The clearer and more transparent your product pages are, the more likely a customer is to make a purchase.

Customers love to hear the story behind your creations, so don’t hesitate to share insights into your materials, process or inspiration. This helps create an emotional connection that can drive purchases.

Apply it: Craft product descriptions that combine factual details with storytelling. Consider including sections like “how it’s made” or “why we love it” to add personality.

Example: A jewellery maker could include the inspiration behind a particular piece, such as how a trip to the coast influenced the use of sea glass in their latest collection.

Shopping cart and checkout

A smooth checkout process is essential for reducing abandoned carts, whereas a complicated or frustrating checkout can turn potential buyers away at the last moment, resulting in lost sales.

Ensure that your cart is easy to find and that the checkout process involves minimal steps. Add multiple payment options to help increase conversions by accommodating different preferences.

Again, Squarespace is an excellent platform for product-based businesses, as it features a streamlined checkout system by default. This makes it one of the easiest ways to build an ecommerce website from scratch without worrying about technical glitches.

Apply it: Test your entire checkout flow, from adding items to final payment, to ensure it's quick and user-friendly.

Example: A small soap-making business could streamline its checkout to three simple steps — add to cart, shipping options and payment, offering PayPal, credit card and local bank transfers to suit different buyers' needs.

About and FAQ pages

These pages are critical for building trust and establishing a personal connection with your customers. Your About page should tell your story — why you started, what inspires your craft, and the journey behind your brand. A well-written FAQ page can answer common questions about shipping, returns and product care.

Transparency and storytelling humanise your brand and help customers feel more comfortable investing in your craft and products.

Apply it: Draft your About page, focusing on your journey as a maker. Then, create a list of 5 FAQs based on the questions you get asked most.

Example: A textile artist could include an FAQ section answering questions about the care instructions for their handwoven fabrics, and a brief About section on how traditional techniques influence their work.

Step 5: Launch and test your new ecommerce store

With your site designed and your features in place, you’re almost ready to launch. But before you do, it’s important to test everything to ensure it’s working as it should. When you’re learning how to build an ecommerce website from scratch, this testing step is often skipped — but it’s crucial for creating a seamless customer experience.

This is a key bonus of working with a web designer specialising in product-based businesses, as we will complete testing for you as part of the pre-launch wrap up process.

Test all features: Go through the entire shopping experience as a customer would — browse products, add items to your cart and complete a purchase. Make sure everything works smoothly and fix any issues that arise.
Check for mobile usability: Revisit your site on a smartphone and/or tablet to confirm that it’s just as easy to use on a smaller screen.
Get feedback: Before launching, ask a few trusted friends or colleagues to explore your site and provide feedback. They might catch something you missed or offer valuable suggestions for improvement.

Apply it: Set up a test purchase and go through the entire checkout process as a customer, paying attention to any potential pain points.

Example: A small pottery business could ask a trusted customer to test the process and give feedback on whether the site reflects the high-quality craftsmanship of their pieces.

Ready to build your beautiful new online shop?

Learning how to build an ecommerce website from scratch — or even how to build a Squarespace website from scratch — is a big task, but with the right approach, it can also be incredibly rewarding. As you move through these steps, keep in mind that your website is more than just a store. It's a part of your brand story, inviting customers into your world. By prioritising thoughtful design and the right features, your site can captivate customers while sharing the story of your craft.

If you’d like a gently guided, Squarespace ecommerce store built for you in just one week — using my signature design for makers, which blends elegance with strategy — discover my web design packages here. Your new online shop will be ready to showcase your products, connect with customers and grow your business — without any of the usual DIY overwhelm.

Find out more

Frequently asked questions about building an online store

If you’re DIY-ing, it can take a few weeks to several moths to learn the platform, upload products and fine-tune design, depending on your tech skills and experience with websites. If you’d like to work with me, I can build and create your beautifully branded Squarespace ecommerce website in just one week.
If you set it up yourself, your main cost is the Squarespace subscription and all of the hours you’ll put into learning the platform and setting up your shop. With a web designer, pricing can range widely depending on complexity — from a few thousand dollars for a simple store to $10,000-plus for a custom build. This is why I created my fixed-price one-week web design packages, as an affordable offering for small product-based businesses.
Yes. Squarespace offers a built-in ecommerce platform where you can list products, manage inventory, take payments and handle shipping — all within one simple, user-friendly system. It is my recommended platform for small product-based businesses.
Squarespace plans with ecommerce functionality start from around $20–44 USD per month. This covers your website hosting and online store features, making it a cost-effective option for small businesses.
Start with one of their ecommerce templates, add your products and customise with your branding. If you’d like to save time and ensure everything is optimised, you might like to work with me — a web designer specialising in Squarespace ecommerce websites — to make the process smoother.

How to Build an Ecommerce Website from Scratch: A Guide for Makers

Step 1: Map your business goals and how you want your website to help achieve them

Step 2: Choose the right website platform for your needs