Types of eCommerce Websites: A Breakdown - Oyova
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4 Types of eCommerce Websites

4 Types of eCommerce Websites

Millions of eCommerce websites on the internet today represent a wide range of industries, platforms, website types, and business models. The more you understand the different types of eCommerce websites, the better you will be at choosing the right one for your business. You can make informed decisions and select the right platform that aligns with your business goals and requirements. From traditional online stores to marketplace platforms and subscription-based services, the eCommerce ecosystem offers a multitude of options tailored to cater to specific niches and customer needs.

Let’s explore some of the most common types of eCommerce websites, unlocking the potential for success in online business’s vast and dynamic world.

eCommerce Business Models

There are several eCommerce business models, six of which are the most common.

B2B: Business-to-business is an eCommerce website established to allow a business to sell products to another business. For example, a company that sells commercial products for manufacturing would create a B2B eCommerce site.

B2C: Most people have used business-to-consumer websites to purchase home goods, gifts, clothing, and other consumer items.

C2C: Consumer-to-Consumer eCommerce websites generally allow consumers to sell products to other consumers, and Etsy is an excellent example of this. People can also use tools to add C2C eCommerce functionality to their websites.

C2B: Sometimes, an individual may have a product to sell to businesses. In this instance, a consumer-to-business website is an ideal solution.

B2A: Business-to-administration or business-to-government is less common and is for businesses that sell products and services to the government or public administrations.

C2A: Consumer-to-administration sites are similar to B2As; the difference is that the transactions here are between individuals and government or public agencies.

What Is an eCommerce Website?

An eCommerce website is designed to buy and sell products and services. The website must have certain features to allow people to purchase, review the available products and services, etc. There is shipping, inventory management, marketing, and more on the back end.

Features and Functionalities

eCommerce websites encompass many features and functionalities to ensure a smooth and secure online shopping experience. Here are some essential components and capabilities that a robust eCommerce website should have:

  • Product Catalog: An eCommerce website should have a well-organized product catalog showcasing available items, including detailed product descriptions, high-quality images or videos, pricing information, and options for customization or variations.
  • Shopping Cart: A shopping cart feature allows customers to add products they wish to purchase and proceed to checkout when ready. It should provide a clear summary of the selected items, including quantities, prices, and the ability to modify the cart contents before finalizing the purchase.
  • Secure Payment Processing: eCommerce websites must incorporate secure payment gateways to facilitate online transactions. Customers should have multiple payment options, such as credit cards, debit cards, digital wallets, and other online payment methods. Implementing SSL certificates and encryption protocols protects customer payment information from unauthorized access.
  • Order Management: Once an order is placed, an efficient order management system should handle various aspects, including order confirmation, generating order numbers, tracking shipments, managing inventory levels, and providing updates to customers about the status of their orders.
  • Customer Accounts: eCommerce websites often offer the option for customers to create accounts, which can provide benefits such as order history, saved payment methods, personalized recommendations, and the ability to track orders more efficiently. Customer accounts enhance the overall shopping experience and foster customer loyalty.
  • Mobile Responsiveness: With the increasing use of smartphones and tablets for online shopping, eCommerce websites must be mobile-responsive, which means the website’s design and layout adapt to different screen sizes and devices, ensuring a seamless and user-friendly experience across all platforms.
  • Search Functionality: A robust search feature enables customers to find specific products quickly. It should provide relevant search results, including filters and sorting options to refine the search based on criteria like price range, brand, size, color, and customer ratings.
  • Customer Support: An eCommerce website should offer various channels for customer support, such as live chat, email, or phone support. Additionally, an FAQ section or a knowledge base can provide self-service options for customers to find answers to common questions.
  • Shipping and Logistics Integration: Seamless integration with shipping carriers allows for efficient order fulfillment, tracking, and management of deliveries. eCommerce websites should offer multiple shipping options, including expedited shipping and order tracking, to give customers transparency and control over their purchases.
  • Analytics and Reporting: Incorporating analytics tools into an eCommerce website provides valuable insights into customer behavior, sales performance, conversion rates, and other key metrics. This data can help businesses make informed decisions to optimize their website, marketing campaigns, and inventory management.

Building and maintaining an eCommerce website requires a comprehensive approach beyond just the front-end design. It involves integrating various systems, optimizing performance, ensuring security, and continuously refining the user experience to drive sales and customer satisfaction.

Whether you are a small business starting your online presence or an established brand expanding into the digital realm, a well-designed and functional eCommerce website can significantly enhance your ability to reach customers, increase sales, and thrive in the competitive online marketplace.

4 Types of eCommerce Websites: Which Is Right for You?

There are four eCommerce websites, each reflecting another way of targeting consumers and selling products.

1. Single-Brand

A single-brand or single-vendor eCommerce site is a dedicated website that allows one business to sell its products. There are no third parties involved. Although people who develop sites to sell their products may use a tool or platform like Shopify to ensure they have the features they need.

Examples of popular single-brand eCommerce websites include:

  • Apple: Apple operates its own single-brand eCommerce website, where customers can explore and purchase a wide range of Apple products, including iPhones, iPads, MacBooks, and accessories. Apple’s website showcases its sleek design, emphasizes product features and innovations, and offers a seamless purchasing process with options for customization and configuration.
  • Warby Parker: Warby Parker is an eyewear company that sells its own brand of prescription glasses, sunglasses, and accessories. Their eCommerce website provides a user-friendly interface, virtual try-on features, and a simplified ordering process, allowing customers to find and purchase their desired eyewear easily.
  • Tesla: Tesla, a renowned electric car manufacturer, has its own eCommerce website where customers can learn about Tesla’s vehicles, configure their desired models, and place orders. Their website emphasizes sustainability, performance, and cutting-edge technology, enabling customers to experience the brand’s unique vision firsthand.

Single-brand eCommerce websites offer several advantages for businesses. Businesses can maintain complete control over their brand image, product presentation, and branded customer experience by having a dedicated online store. They can curate a cohesive and immersive online environment that aligns with their brand values and engages their target audience.

These websites often incorporate features such as detailed product descriptions, high-quality imagery, customer reviews, and personalized recommendations to enhance the shopping experience. Single-brand eCommerce websites also allow businesses to implement direct marketing strategies and customer loyalty programs and gather valuable customer data for future analysis and optimization.

When building a single-brand eCommerce website, businesses should prioritize a visually appealing and user-friendly design, seamless navigation, secure payment processing, and responsive customer support. It’s crucial to highlight the brand’s unique selling propositions, emphasize product quality, and provide a frictionless purchasing journey to maximize customer satisfaction and conversion rates.

By leveraging eCommerce platforms like Shopify, Magento, or WooCommerce, businesses can streamline the development and management of their single-brand eCommerce websites. These platforms offer customizable templates, robust inventory management tools, integration options with various payment gateways, and comprehensive analytics to monitor website performance and sales metrics.

Ultimately, single-brand eCommerce websites empower businesses to establish a strong online presence, foster brand loyalty, and forge meaningful customer connections. Through a focused and tailored shopping experience, companies can differentiate themselves in the competitive eCommerce landscape and drive sales growth.

2. Marketplaces

Marketplace eCommerce websites serve as digital platforms that connect multiple sellers with multiple buyers. They provide a centralized space where sellers can list and sell their products while buyers can browse and purchase from various options. These websites offer convenience, variety, and often competitive pricing, making them popular for consumers and businesses.

Here are a few examples of popular marketplace eCommerce websites:

  • Amazon: Amazon is one of the largest and most well-known online marketplaces worldwide. It offers an extensive range of products across various categories, including electronics, books, fashion, and more. Sellers can list their products on the platform, and Amazon handles aspects such as order processing, payment, and customer service.
  • eBay: eBay is a renowned marketplace that facilitates buying and selling of new and used products. It allows individuals and businesses to create listings for various products, from collectibles to electronics to fashion. It operates on an auction-style system where buyers can bid on items and offer fixed-price sales options.
  • Etsy: Etsy is a specialized marketplace focusing on handmade, vintage, and unique items. It provides independent sellers, artisans, and crafters a platform to showcase and sell their products. Etsy’s niche focus on handcrafted and personalized goods creates a distinct shopping experience for buyers looking for one-of-a-kind items.

Marketplace eCommerce websites offer several advantages for both sellers and buyers. Sellers benefit from the established infrastructure and marketplace customer base, allowing them to reach a larger audience and potentially increase sales. They also gain access to tools and features that simplify listing management, order processing, and payment transactions.

On the other hand, buyers enjoy the convenience of a single platform with a vast selection of products from multiple sellers. They can compare prices, read reviews, and make informed purchasing decisions. Marketplaces often offer reliable customer support and secure payment processing, enhancing the overall shopping experience.

When considering a marketplace eCommerce website, businesses should evaluate factors such as seller fees, seller support, target audience, and competition. Selecting a marketplace that aligns with your product category, brand identity, and business goals is important to maximize visibility and sales potential. Additionally, sellers should ensure they comply with the platform’s guidelines and policies to maintain a positive reputation and provide a seamless buying experience for customers.

3. Online Retailers

Online retailer eCommerce websites allow businesses to establish dedicated online stores within a more extensive eCommerce infrastructure. These websites enable businesses to showcase and sell their products directly to consumers, offering full control over branding, product presentation, pricing, and customer experience.

Here are a few examples of popular online retailer eCommerce websites:

  • Walmart: As a renowned retail giant that operates both physical stores and an online platform, its eCommerce website allows businesses to showcase and sell their products to Walmart’s vast customer base. Walmart’s online retail platform exposes businesses to a wide range of consumers, offering features such as easy product discovery, customer reviews, and various fulfillment options.
  • Target: Target is a well-known retail chain that operates physical stores and an extensive online platform. Businesses can partner with Target and sell their products directly on their eCommerce website. Their online retail platform provides businesses access to many customers, offering product categorization, customer reviews, and convenient fulfillment options.
  • Best Buy: Best Buy is a leading electronics retailer that offers a comprehensive eCommerce website to showcase and sell various consumer electronics and appliances. Businesses can collaborate with Best Buy to feature their products on the website and reach a broad customer base. Best Buy’s online retail platform focuses on providing detailed product information, customer reviews, and convenient shipping options.

Online retailer eCommerce websites offer businesses the advantage of complete control over their brand and customer experience. They can tailor the website design, product assortment, pricing, and promotions according to their unique business goals and target audience. Businesses can build brand loyalty, implement marketing strategies, and directly interact with customers by having a dedicated online store.

These websites typically require businesses to handle various aspects of the eCommerce process, including inventory management, order fulfillment, payment processing, and customer support. However, businesses can leverage eCommerce platforms like Shopify, WooCommerce, or Magento to simplify these processes and access built-in features and integrations.

When establishing an online retailer eCommerce website, businesses should create a user-friendly interface, provide detailed product information, implement secure payment gateways, and optimize the website for search engines. By delivering a seamless and engaging shopping experience, businesses can attract and retain customers, drive sales, and build a strong online presence.

Furthermore, online retailer eCommerce websites can leverage data analytics to gain insights into customer behavior, preferences, and purchase patterns. This information can inform marketing strategies, inventory management decisions, and personalized customer engagement to enhance overall business performance.

Ultimately, online retailer eCommerce websites offer businesses the opportunity to establish a distinct online identity, drive direct sales, and cultivate a loyal customer base in the competitive digital landscape. With the right strategies and tools, businesses can leverage these platforms to expand their reach, increase revenue, and thrive in the online retail space.

4. Affiliates

Affiliate eCommerce websites offer an alternative way to earn money online by promoting products and services from other brands. As an affiliate marketer, you act as a middleman between the consumer and the brand, earning a commission for each sale or lead generated through your unique affiliate link. This revenue model is particularly popular among bloggers, content creators, and influencers with loyal audiences who can leverage their influence to drive traffic and conversions.

Here are a few examples of popular affiliate eCommerce websites:

  • Amazon Associates: Amazon’s affiliate program allows you to earn commissions by promoting any of the millions of products available on the Amazon marketplace. With a wide range of product categories and a trusted brand name, Amazon Associates is a go-to choice for many affiliate marketers.
  • Commission Junction: Commission Junction, or CJ Affiliate, is a popular affiliate network connecting publishers (affiliates) with advertisers (brands). It offers various affiliate programs across various industries, providing affiliates with diverse products and services to promote.
  • ShareASale: Another reputable affiliate network facilitating partnerships between affiliates and merchants, ShareASale offers a user-friendly interface, advanced tracking tools, and a wide range of affiliate programs, making it a preferred choice for many affiliate marketers.

Affiliate eCommerce websites allow you to monetize your online presence and earn passive income without the need to handle inventory, shipping, or customer service. By strategically selecting products or services that align with your audience’s interests and needs, you can create a win-win situation where you and the brands you promote benefit from increased sales and visibility.

Remember that building a successful affiliate website requires more than adding affiliate links. It involves creating high-quality content, building trust with your audience, implementing effective marketing strategies, and continuously optimizing your website for conversions. With dedication and the right approach, affiliate marketing can become a lucrative revenue stream for your eCommerce business.

What Should an eCommerce Website Do for Your Business?

An eCommerce website should automate processes and include functionality that makes selling products online more accessible. Here are the essential features your website should have.

Order Acceptance

The primary function of an eCommerce store is to accept and process customer orders. It requires several different parts to make this happen. The site must be able to:

Different types of eCommerce websites offer shopping carts

  • Display products to customers
  • Allow customers to add products to a shopping cart
  • Collect and store customer data
  • Create order numbers and allow for tracking
  • Generate billing information
  • Provide shipping options

Additionally, the order processing module should interface with other functionalities so customers do not encounter friction when viewing products or placing orders.

Payment Processing

An eCommerce website requires at least one payment gateway at the end of the purchasing process so the customer can complete their transaction. It’s necessary that payment processing is secure, and Ideally, customers will have several payment methods to choose from.

Finally, the payment process must work seamlessly. Customers who have difficulty making payments may become frustrated or lose trust, which is a significant cause of abandoned shopping carts.

Customer Support

Customer support is essential at every stage of the buyer’s journey and should be available on your eCommerce website. Customers should be able to easily find answers to questions or receive help with any issue they encounter, no matter where they are in the process.

An eCommerce website should be designed to access online chat, contact forms, policy pages, and other help with a click or tap. This should include telephone and email customer support or a knowledge base.

Different types of eCommerce websites offer great customer support.

On-site customer service should:

  • Assist customers with the process of making a purchase
  • Order lookup and tracking
  • Have access to read and create customer reviews
  • Provide answers to frequently asked questions
  • Help and expedite refund and exchange requests

Most importantly, every customer service option should be easy to access quickly.

Shipping and Logistics

Shipping and logistics should both be integrated into your eCommerce website. After the customer places their order, there should be no difficulties with delivery or tracking. Whatever solution you choose for eCommerce, it should have the ability to handle delivery tracking, cancellations, and returned items. Order analytics will provide you with helpful insights.

Data Analytics and Reporting

Implementing advanced data analytics is vital for understanding customer behavior and preferences. This involves tracking and analyzing data related to user interactions, sales patterns, and website performance. Insights gained from this data can inform business decisions, help personalize the shopping experience, and improve marketing strategies.

eCommerce Revenue Models: How to Make Money from Your Website

The purpose of an eCommerce website is to sell a product or service to earn money. It’s helpful to understand the different revenue models available to you to maximize your profits.

While establishing your eCommerce site, do not hesitate to choose at least one of these revenue streams, if not more. Doing so will create more stability for your online business.

These are some of the most common ways to profit from your eCommerce website.

Affiliate Marketing

Affiliate marketing is a great way to earn money if you operate a popular website or blog but do not offer your products for sale. Essentially, you sell products for other companies on your website in exchange for being paid a commission.

White Labeling

With white labeling, you can purchase products from a wholesaler, place your label on those products, and sell them as your own. You can also sell your white-labeled products to other businesses for them to resell.

Private Labeling

You will probably use private labeling if you create or manufacture your products. This is simply adding your own branded labels to your products so that they are associated with your company after you sell them.


Dropshipping sells products on your website for a company, but the wholesaler handles order fulfillment and shipping.


Subscription services are becoming more popular for selling both products and services. For example, you might ship a monthly bundle of beauty products to subscribers who pay a monthly fee. If you have a SaaS company, your software is likely subscription-based, with different features being offered depending on the customer’s chosen subscription tier.

Other revenue models can be applied to your eCommerce website. However, these are the most popular, and most website owners can get off to a profitable start using one or more of these options.


Displaying advertisements on your eCommerce website can generate revenue through pay-per-click (PPC) or cost-per-impression (CPM) models. You can join ad networks like Google AdSense or work directly with brands to display their ads. However, be cautious not to overwhelm your users with excessive ads that might compromise the user experience.

Other revenue models can be applied to your eCommerce website. However, these are the most popular, and most website owners can get off to a profitable start using one or more of these options.

Which Type of eCommerce Website Is Best for Your Business?

The best eCommerce website for your business will depend on your business model, target customers, and the resources you have to invest in development and support.

One of your first choices is to build a website you own or use a marketplace solution. One offers more control but requires more work, and the marketplace option requires less maintenance on your end, but you give up some control.

If you create a privately owned website with your branding, you have all the control and the flexibility to make changes as your business grows. There are no website owners or other intermediaries involved. Additionally, you will be able to establish your processes and policies, and you will also be able to try different designs and marketing techniques.

Consider a marketplace or multi-vendor website if you are operating as a merchant but do not want to deal with overhead or backend issues. You will be able to display and sell your products on an established site, which means you can focus on improving your storefront and making your products more discoverable. You may also create a marketplace website allowing other businesses to sell products.
Affiliate selling can be profitable if you carry some influence on people who visit your website. Your link to relevant products for sale and earn a commission.

Many people sell products on eCommerce sites they own and Marketplace sites. For example, they might also use Amazon to create a storefront and have their dedicated business website.

There is not one size fit all type of eCommerce website. Only you can decide which is best for your business based on your acquired information and resources.

Getting Help with Your eCommerce Website

Creating and managing an eCommerce website can be a complex endeavor, especially when it comes to determining the right type of eCommerce platform for your business. This is where a professional web development agency with experience in eCommerce website design and development can provide invaluable assistance.

Guiding You Through Your Needs

A knowledgeable web development agency will work closely with you to understand your business requirements, goals, and target audience. They will assess your product offerings, industry, and unique selling propositions to gain insights into your specific needs and challenges. By conducting a thorough analysis, they can help you identify the most suitable type of eCommerce website that aligns with your business objectives.

Determining the Best Option

With their expertise in the eCommerce landscape, a web development agency can guide you in choosing the right eCommerce platform. They have in-depth knowledge of various platforms, such as Shopify, Magento, WooCommerce, and more. They can also evaluate their features, scalability, customization capabilities, and integration options based on your specific requirements.

By considering factors like your budget, technical expertise, desired level of control, and long-term growth plans, the agency can provide recommendations on the best eCommerce platform that will meet your present needs while allowing room for future expansion.

Customizing Your eCommerce Website

Once the eCommerce platform is selected, the web development agency will customize and tailor the website to suit your brand identity, user experience, and functionality requirements. They will design an intuitive and visually appealing user interface, ensuring seamless navigation and an engaging shopping experience for your customers.

From incorporating your branding elements to optimizing product pages, shopping carts, and checkout processes, the agency will fine-tune every aspect of your eCommerce website to reflect your unique value proposition and drive conversions.

Growing Your Business

A professional web development agency doesn’t stop at launching your eCommerce website. They understand that ongoing support and growth are crucial for your online success. They can assist you in implementing marketing strategies, search engine optimization (SEO) techniques, and conversion rate optimization (CRO) practices to drive targeted traffic, improve visibility, and maximize your sales potential.

Moreover, they can integrate analytics tools to track user behavior, monitor sales performance, and generate insightful reports. This data-driven approach enables you to make informed decisions, optimize your website, and continuously enhance your customers’ experience.

Ongoing Maintenance and Support

Maintaining and updating an eCommerce website requires regular attention. A web development agency can provide ongoing maintenance and support services, ensuring that your website remains secure, performs optimally, and stays updated with the latest technology advancements.

Whether you need assistance with bug fixes, security patches, platform upgrades, or adding new features, a reliable agency will be there to support you every step of the way.

Partnering with a web development agency experienced in eCommerce services empowers you to leverage their knowledge, expertise, and industry insights. Their guidance and technical proficiency will help you determine the best type of eCommerce platform for your business and ensure that your online store thrives and grows, delivering exceptional value to your customers and driving your success in the digital marketplace.