Which ecommerce platform should you choose?
Choose a platform based on catalogue size, order volume, integrations and who will run the shop day to day. Hosted platforms such as Shopify suit most small and growing shops; WooCommerce suits content-led sites already on WordPress; bespoke builds suit complex pricing, B2B ordering or high volumes. Think about total running cost, not just build cost.
Our ecommerce website design service helps you choose the platform first, then design and build around it. For a wider view of platforms, see the best CMS for small businesses.
| Type of build | Typical range | Typical timeline |
|---|---|---|
| Shop on Shopify or WooCommerce | £3,000–£15,000 | 6–12 weeks |
| Bespoke or high-volume ecommerce | £15,000–£50,000+ | Depends on scope |
| Ecommerce maintenance (per month) | £300–£1,000+ | Ongoing |
Indicative typical UK market ranges, excluding VAT, not a Freehand HQ quote. Platform subscriptions, apps and payment fees are extra.
What makes a good product page?
A good product page answers every question a shopper would ask in a physical shop: what it is, what it costs including VAT, whether it is in stock, when it will arrive, and how returns work. It needs clear photos, honest descriptions, sizing or specification details, genuine reviews and a prominent add-to-basket button.
- Several high-quality images, sized and compressed for fast loading, with descriptive alt text.
- A unique description for each product rather than copied manufacturer text.
- Price including VAT, stock status, delivery estimate and returns summary near the button.
- Product structured data (price, availability, reviews) so search engines can show rich results.
- Only genuine customer reviews; fake or concealed incentivised reviews are illegal under the DMCC Act 2024.
How should the checkout work?
The checkout should be short, predictable and work well on a phone. Offer guest checkout, ask only for information you need, show the full price including delivery before payment, support autofill and popular wallets such as Apple Pay and Google Pay, and confirm the order clearly on screen and by email.
- Basket with editable quantities and a clear total.
- Delivery details with address lookup and delivery options and costs shown upfront.
- Payment with card and wallet options, plus Strong Customer Authentication handled by your provider.
- Review step showing the total price and a clear "order with obligation to pay" style button.
- Confirmation page and email that include the order details and your cancellation information.
What do UK payment rules mean for online shops?
Online card payments in the UK are subject to Strong Customer Authentication (SCA), which often requires shoppers to confirm a payment through their banking app or a one-time code. Reputable payment providers handle SCA for you. Use a provider that supports it, never store card numbers yourself, and keep your payment pages on HTTPS.
Using a hosted or embedded payment form from your provider keeps card data off your servers, which greatly reduces your PCI DSS obligations. Your website security still matters, because a compromised shop can be used to skim card details or steal customer accounts.
Which UK laws apply to an online shop?
The main rules are the Consumer Contracts Regulations 2013, which require clear pre-contract information and usually a 14-day cancellation right; the Consumer Rights Act 2015; UK GDPR and PECR for personal data and cookies; the Companies Act trading disclosures; and the DMCC Act 2024, which bans fake reviews and drip pricing.
| Requirement | What it means for your shop |
|---|---|
| Consumer Contracts Regulations 2013 | Show business identity, total price, delivery costs and cancellation rights before purchase; most goods have a 14-day cancellation period |
| VAT-inclusive pricing | Prices shown to consumers must include VAT (standard rate 20%) and any unavoidable fees |
| DMCC Act 2024 | No drip pricing (hiding mandatory fees until later) and no fake reviews |
| UK GDPR and Data Protection Act 2018 | A privacy notice, lawful basis for processing and secure handling of customer data |
| PECR | Consent before non-essential cookies; consent or a soft opt-in for marketing emails |
| Companies Act 2006 disclosures | Registered name, company number, registered office and place of registration on the site |
What delivery and returns information do you need?
Publish clear delivery and returns pages, and summarise both on product pages and in the checkout. State where you deliver, costs, typical timescales and couriers, how to cancel or return, who pays return postage, and how quickly refunds are made. Under the Consumer Contracts Regulations, refunds are generally due within 14 days.
How do accessibility and performance affect sales?
An accessible, fast shop is easier for everyone to buy from. Aim for WCAG 2.2 level AA so customers using screen readers, keyboards or zoom can complete a purchase; the Equality Act 2010 also requires reasonable adjustments. Keep pages fast on mobile, because product images, apps and tracking scripts commonly slow shops down.
Check your product and category templates against the thresholds in our guide to Core Web Vitals, and keep the number of third-party apps and scripts under control.
What analytics should you set up before launch?
Before launch, set up ecommerce analytics that track product views, add-to-basket, checkout steps and purchases, plus Google Search Console for search visibility. Respect PECR by loading non-essential analytics only after consent, or use a privacy-friendly tool. Test that orders, refunds and revenue figures match your platform's own reports.
If you are moving an existing shop to a new platform, plan redirects for every product and category URL; our website migration service covers this. Ready to plan your shop? Contact us to talk it through.