How to Sell eCommerce to Your SMB Customers

By Stephen Alemar

As we’ve known for a little while, the world of retail is changing. Traditional retail is dying, which means more and more businesses are starting to sell online. These changes in the industry come down to what consumers want — the ability to shop anywhere at anytime.

Did you know that millennials make 54% of their purchases online? This is the generation that is increasing purchasing power and influencing everyone else. While more and more consumers are wanting to shop anywhere, only about 24% of SMB retailers sell online today.

Which means there is a huge opportunity for you and your customers to take advantage of these trends that are happening. Now is the time to sell eCommerce to your clients and help them grow their business, which in turn grows yours.

The Opportunity

SMBs are starting to move their sales online. 81% of small businesses plan to invest in e-commerce this year and 48% of those surveyed expect to invest more than $5,000 on e-commerce throughout the year. So it’s time to take advantage of this opportunity and start selling e-commerce to your current and potential customers.

By offering an eCommerce solution, you have the opportunity to differentiate yourself and win new deals. With eCommerce, you can give customers a full suite of services and an end-to-end solution.

You can also use eCommerce to grow your business by taking your existing customers and growing them as well. Those that are already selling online will ask how you can better build their businesses up with your end-to-end solution.  And those who do not already have e-commerce will most likely jump at the opportunity to help them to drive up their sales.

How to Market and Sell E-Commerce

Selling eCommerce as a service is easy. While a lot of small businesses have yet to take on an eCommerce solution, most people are aware of its existence and its eventuality of becoming the mainstream channel for retail. Since e-commerce is a cloud-based platform it is simple to setup, manage and make money off of. Here’s how:


As mentioned above, eCommerce adds the ability to offer a differentiated way to acquire new and potentially large customers that are looking for numerous products or services. And you can easily bundle an eCommerce with your web design services for customers who are looking for one complete end-to-end solution. Here’s how to market it to your customers:

  1. Include it in your marketing and tell the omni-channel story — that businesses today need to be selling across multiple different channels since that is where consumers are buying.
  2. Emphasize how your service is differentiated from other web designers with a modern, omni-channel solution.


Selling eCommerce to your current customers is great because you can position it as an easy way to grow their business. Many of your website customers are most likely interested in selling products online, because they probably already sell products offline. eCommerce is a whole new revenue stream for your customers — and communicating this clearly is key. Your customers should know that eCommerce isn’t necessarily a replacement for your in-store sales efforts; it’s something totally knew that can help them to make even more money.

Increase Retention:

Offering eCommerce is a great way to lock-in customers. When you provide a complete, end-to-end solution for your customers, they will have no need to look elsewhere. When customers are happy and making more money they will continue to use your services increase in customer lifetime value.

Your Packaged Solution

eCommerce should not be seen as just a checkbox. When you are messaging and marketing your new eCommerce service, sell it as a comprehensive solution that is packaged together to solve your customers’ needs.

There are many different ways to bundle your services. Here are a few of the most common arrangements we’ve seen between solutions providers and their customers:

  1. One time “Do It For Me” Site & Store Build: Build the basics of your client’s website and online store for them and then simply hand over the keys.
  1. One time “Do It For Me” Site/Store Build and Set Up: Build the basics of your client’s website and store while helping them configure the products, settings, promotions, coupons and more. When you are finished with the setup, hand over the keys to your client and let them take over.
  1. “Do It For Me” Build and Recurring Managed Store Services: Build and launch your client’s website and online store. With this option, you will retain the keys and manage their website and store on a recurring basis. You may offer to meet regularly with the client to consult on strategy, make product changes, provide new ideas and implement new features. This option is easier for your clients and will maximize your monthly recurring revenue.

When you provide an eCommerce solution, there are so many upsell related services that you can offer. These additional services are a great way for you to make more money, grow average revenue per user and improve retention. You can offer things like marketing services, including strategy, logo design, branding, photography and more. You can also offer IT services (system integrations, security, email, etc.) and business consulting.

Don’t Wait to Get Started

Whether your clients realize it or not, eCommerce will become essential for SMBs to stay relevant on today’s web. Sooner or later, your clients will ask you about it — so why wait? Check out the powerful eCommerce solutions Duda can help you provide to your clients and start selling today!

About Stephen Alemar

Stephen Alemar is the Content Marketing Manager and Chief Morale Officer at Duda. Stephen generally splits his time between writing for Duda and agonizing over the proper use of commas. He once brought in donuts for the office, and it is still considered a landmark day at Duda. His favorite Big Lebowski character is one of the bowling balls.
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