The Benefits of an eCommerce Website for Brick and Mortar Retailers

Many brick and mortar retailers think they don’t need a website since they don’t sell online or that the website they do have isn’t that important since most of their sales happen in-store. 

While I can understand the thought process behind this, as a Shopify eCommerce website designer that’s built lots of website for different kinds of retailers, from eCommerce to brick and mortars and a mix of both, I’m here to say that an eCommerce website is actually one of your most powerful tools for driving foot traffic. 

And I know you might be thinking… “How could that possibly be? They’re shopping online.”

Sure, it might sound counterintuitive, but in this blog post I’m breaking down how having an eCommerce website helps bring more customers through your doors and can drive more in person sales. 

What Is an eCommerce Website for a Retail Store?

An eCommerce website for a retail store is more than just a place to share your hours and location – it’s a fully functional, shoppable experience that allows customers to browse your products, explore collections, and make purchasing decisions before ever stepping foot inside your store!

Even if a customer ultimately chooses to shop in person, your eCommerce website plays a critical role in that decision.

It allows them to:

• Browse your inventory

• Check pricing, store hours, and location

• Explore your brand story and learn your aesthetic

• Read product previews or featured collections

• See what’s currently in stock

Instead of acting as a passive informational page, your eCommerce website becomes an active sales tool that supports both online and in-store shopping experiences!

Why Brick and Mortar Stores Need an eCommerce Website

Even if you don’t sell products online (or if the majority of your sales happen in-store) the reality of today’s shoppers is that they’re researching online first.

Before visiting a new boutique or retail shop, customers are likely to:

✓ Search for your store on Google

✓ Look at your website to see what you offer

✓ Check your hours and location

✓ Get a feel for your brand and pricing

If you don’t have an eCommerce website for your brick and mortar store (or if your website is outdated), you’re likely missing out on potential customers before they even have the chance to visit.

But you might be thinking… “I have social media! Isn’t that enough?”

While it’s true that social media is a great marketing tool for your brick and mortar business and I do recommend having those channels, it’s ultimately not something you own – meaning you really don’t have much control over it!

Algorithms change, content gets buried, and not everyone will find you there, which is why having a website, in addition to your social media platforms, is your best bet!

Your eCommerce website for your retail store is something that you can fully control. It gives you a reliable place to direct traffic, share information, and create a consistent brand experience.

At the end of the day, your website is a huge trust builder and trust is often the deciding factor in whether someone chooses to visit your store or not!

The Benefits of an eCommerce Website for Brick and Mortar Retailers

Customers Shop Online Before They Ever Visit

This is something I’ve seen time and time again – both with my clients and in real-life retail environments.

Customers will walk into a store with their phone in hand, already on the website, already looking at a specific product they found online. They’ve taken the time to browse, click through collections, and narrow down what they’re interested in before ever stepping through the door.

This means that they’re not browsing aimlessly – they’re coming in with intention!

An eCommerce website allows your customers to “pre-shop” your store on their own time, which naturally leads to more confident and motivated in-store visits. 

Instead of hoping someone walks in and finds something they like, your website is doing the work ahead of time by helping them discover products they already know they want to see (and likely purchase) in person.

Your Website Pre-Sells the Product

This benefit of an eCommerce website might actually be the BEST reason to have one for your retail store! In many cases, the decision to purchase is already made before the customer even arrives at your store.

They’ve already seen the product, read the description, checked the price, and decided it aligns with what they’re looking for

By the time they walk in, they’re not starting from scratch – they’re simply continuing a shopping experience that began online.

This shifts the role of your physical store in a really powerful way. Instead of needing to convince someone to buy, your store becomes the place where they confirm their decision, see the product in person, and complete the purchase.

This often leads to quicker, more confident buying decisions and a smoother in-store experience for both you and your customer!

Real-Time Inventory Builds Confidence

One of the biggest hesitations customers have when deciding whether to visit a store is uncertainty, specifically around whether or not the store actually has what they’re looking for.

When your eCommerce website reflects your real-time or near real-time inventory, it removes that uncertainty entirely.

Customers can browse your products online, see what’s available, and feel confident that the item they want will be there waiting for them. That level of clarity makes it much easier for someone to justify making the trip to your store!

Without that visibility, customers are far more likely to hesitate or choose a different option where they can confirm availability ahead of time.

In-Store Pickup and Local Delivery Options

An eCommerce website also opens the door for flexible shopping experiences like in-store pickup and local delivery.

Some customers prefer the convenience of purchasing online and simply stopping by to pick up their order, while others may browse your site and then decide they’d rather come in and shop additional items in person.

Either way, your website becomes the starting point for that interaction.

Offering options like in-store pickup not only drives guaranteed visits to your location, but it also creates opportunities for additional purchases once the customer is physically in your space. 

It blends the ease of online shopping with the experience of in-store retail in a way that meets customers exactly where they are!

Expands Your Reach

Lastly, without an eCommerce website, your visibility is largely limited to people who happen to pass by your store or hear about you through word of mouth. WITH a website, however, your reach expands far beyond your immediate location.

Customers who are searching online for specific products, planning shopping trips, or exploring local retailers now have a way to discover your store before ever being nearby. Your website allows you to show up in those moments of intent, when someone is actively looking for something you offer.

This shifts your business from being purely discovery-based to becoming a destination that people plan to visit because they’ve already connected with your brand and products online.

What to Include on an eCommerce Website for Retail Stores

Now that you know all of the benefits of an eCommerce website for your brick and mortar store, you might be wondering… “what should I even include on my eCommerce website?”

And that’s a great question! If your goal is to drive foot traffic, your eCommerce website should be designed with intention, so here are a few key elements to include:

Clear Store Information

This may seem simple, but it’s one of the most important pieces of information your website can provide. This section should include things like your address, store hours, and contact information and the key is that you make it EASY to find. 

Many retailers make the mistake of hiding this information in their footer, but you don’t want your potential customers having to search for this stuff. 

I recommend making it clear and visible on your home page, sort of like this:

Shoppable Products and Collections

One of the most important elements of an eCommerce website for a brick and mortar retailer is having fully shoppable products and thoughtfully organized collections.

This is what allows your customers to browse your store before they ever step foot inside and in many cases, it’s what drives them to visit in the first place!

When customers can scroll your collections, click into products, and explore what you offer, they’re able to quickly determine if your store aligns with what they’re looking for and it gives them clarity on your style, your price point, and whether or not it’s worth making the trip.

To make this as effective as possible, your eCommerce website should include:

• Strong product imagery and descriptions so customers can clearly see and understand what you offer

• Real-time or near real-time inventory so they feel confident that what they want is actually available

• In-store pickup options (if possible) to create a seamless bridge between online browsing and in-store purchasing

When your website is strategically designed like this, customers aren’t just browsing for fun – they’re identifying products they want and coming into your store with intention, often ready to buy!

Your Brand Story

In addition to including information about your actual storefront and the products you carry, it’s also important to include a bit about your brand as a whole. 

Most of the time, your eCommerce website should feature an “About” page to give you an opportunity to connect with your audience and give them a reason to support your business.

Here’s an example from my client, Baby + Me Maternity – this “Our Story” page on their website tells more about who they are and what they’re all about:

And remember, this is where having a proper brand strategy comes into play! 

Without having a clearly defined mission, vision, and purpose, it can be hard to convey to potential customers who you are, what you stand for, and what you’re all about. 

Events or Promotions Page

As a physical brick and mortar store, there’s a good chance that you’re hosting in-person events every now and then – whether it’s a special anniversary sale, a Black Friday event, or something else that encourages the community to come visit your store. And if so, your eCommerce website can actually support those as well!

In order to do that successfully, it’s important to have a dedicated events or promotions page on your website so that you always have a spot to post updates and keep customers informed about what’s happening in your store and give them a reason to visit.

An events or promotions page for your website might look something like this:

This is a simple and straightforward example from my client, Mad Hatter’s Candle Co. – this website page is solely dedicated to sharing more details about their upcoming events, markets, and candle making workshops!

Email Sign-Up

Another huge opportunity with your eCommerce website is that it makes it easy for your visitors to stay connected with your brand… if you give them the proper chance to do so!

Your website should ideally include some type of email opt-in form so that people can choose to join your list if they wish. 

This could be in the form of a pop-up that appears a few seconds after someone lands on your site, a dedicated spot on your home page or in your footer, or you could offer some type of free resource in exchange for their email address. 

This is an example from my client, Unhinged Lifestyle Boutique, where we chose to have a dedicated email opt in towards the bottom of their homepage to stand out more than just what we built inside of their footer.

All of these options come down to strategic email marketing for your retail business and again if you’re unsure why that plays such a big role in your overall marketing strategy, I break it down further in this blog post!

Strong Branding and Design

Lastly, but definitely not least, your eCommerce website should reflect the same experience customers will have in your store. This creates consistency and builds trust before they even walk through your doors.

For example, if your store has a warm, inviting, and elevated feel with thoughtfully curated displays, your website should reflect that same experience through intentional design, cohesive branding, and elevated product imagery!

That way, when a customer walks into your store, it feels familiar – like the in-person version of what they already experienced online.

Shopify eCommerce Website Design for Brick and Mortar Retailers

Overall, if you’re a brick and mortar retailer, your website should do more than just exist – it should actively support your business and drive both online and in-store sales.

And that’s exactly what I focus on when designing Shopify websites for retailers!

With experience working with both eCommerce only and brick and mortar stores, I understand how to create websites that:

✓ Reflect your brand identity

✓ Showcase your products strategically

✓ Support in-store shopping behavior

✓ Integrate seamlessly with your email marketing

Whether you’re looking for a fully custom, strategy-driven build or need to launch quickly, I offer a few different options:

• Signature Shopify Website – a fully custom, strategy-driven build that integrates your brand, optimizes for conversions, and sets up your store for email marketing and ongoing growth.

• Core Shopify Website Project – a faster, high-impact launch solution for brands who want a strong, strategic website quickly.

• The Ultimate Shopify Website Audit – if you want to DIY your website, but you want someone to tell you exactly what to do with it, this website audit was created with you in mind! 

Each of these have been specifically designed for independent retailers who want to compete through experience, brand identity, and customer relationships – not just price.