7 best e-commerce platforms for small businesses in UK [2026 Comparison]
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Choosing the best e-commerce platform for a small business is one of the most important early decisions an entrepreneur will make. The right platform determines your reach, your fees, and how easily you can scale locally or internationally. If you’re at this crossroad wondering ‘what’s the best e-commerce platform for small businesses?’, you’re in the right place.
In this guide, we’ll break down some of the best online e-commerce platforms available so you can start selling domestically or across borders with ease.
Key takeaway
● What is the best e-commerce platform for small businesses?
The best e-commerce platforms for small businesses are Amazon, Etsy, Shopify, Wix, eBay, and region-specific marketplaces like Otto.de and Zalando. The best choice depends on your product type, target market, budget, and how quickly you want to scale.
Summary table
| Platform | Best For | Ease of Setup | International Expansion | Notable Strengths | Key Limitations |
|---|---|---|---|---|---|
| Amazon | Small businesses wanting instant global customer access and strong advertising tools | Easy — create account, upload products | Excellent — Sell across NA, EU, Asia with unified tools | Massive built-in audience, Prime fulfilment, strong advertising | High competition, marketplace fees, limited branding |
| Etsy | Handmade, personalised, custom-crafted items | Very easy — sign up and list items | Good — built-in global audience, strong SEO | Niche buyer audience, low tech overhead | Limited branding, seller fees, competitive craft categories |
| WooCommerce | Sellers wanting full control, customization, and ownership | Moderate — WordPress required | Strong — plugins for currency, shipping, languages | Highly customizable, no monthly platform fees | Requires hosting, security, and more manual setup |
| Wix | Beginners wanting simple, visual store setup | Very easy — drag-and-drop builder | Good — multilingual, multi-currency, automated tax | Beautiful templates, easy UX, all-in-one builder | Less scalable; limited backend flexibility |
| BigCommerce | Fast-growing stores needing enterprise-grade features | Easy-moderate — SaaS but feature-rich | Excellent — multi-currency, multi-storefront, marketplaces | Built-in SEO, complex catalogues, scalable performance | Higher cost; more technical than Wix/Shopify |
| PrestaShop | Small businesses wanting EU-focused, open-source flexibility | Moderate — hosting + modules needed | Excellent — ideal for multilingual EU markets | Free, customizable, strong EU tools | Requires dev knowledge; maintenance overhead |
| Ecwid by Lightspeed | Sellers who want to add a store to an existing website | Extremely easy — paste widget into any site | Good — multi-currency, global shipping, social selling | Fast setup, great social integrations, POS-friendly | Less customizable; better for small catalogs |
Why choosing the right e‑commerce platform matters
Before we look at platforms, it’s essential to understand why this decision is so critical for a small business:
Key industry data & trends
Global e‑commerce sales made up roughly 17% of global retail sales in 2024, and are projected to hit about 21% by 2029.
● The wrong platform can impose hidden costs (plugins, add‑ons, transaction fees), slow your time to market, or limit your ability to scale.
● For small businesses the trade‑off is usually between ease and speed of launch vs flexibility and long‑term control. The cheaper/easier route may restrict you later.
What makes an e-commerce platform good for small businesses?
For small to mid‑sized online stores you should evaluate at minimum:
● Cost & pricing model: subscription, transaction fees, add‑ons.
● Ease of use/time to launch: administrative interface, template/theme availability, hosting handled or not.
● Customisation & flexibility: ability to adjust templates, add custom code, and integrate third‑party tools.
● Scalability & features: as the business grows, can the platform support more products, international sales, multi‑channel, POS, etc.
● Integrations & ecosystem: payment gateways, shipping, analytics, marketing tools.
● Ownership & control: self‑hosted vs hosted, how easy (or costly) migration would be.
With those criteria in mind, let’s go through strong platform choices.
1. Amazon
Best for: Small businesses wanting instant access to a global customer base and strong advertising tools.
Why small businesses choose Amazon: High traffic, Prime-eligible fulfilment, and easy international expansion.
Amazon is one of the largest e-commerce platforms in the world. In 2020 alone, it generated over $386.06 billion USD in net revenue. Its size and global presence make it a go-to choice for small businesses looking to scale quickly.
Market share & reach
● Amazon holds around 15% of the global e-commerce market share, making it the third-largest online retailer worldwide.
● The platform saw major growth through 2020/21 during the pandemic and entered 2022 in a strong position.
● It attracts 5.2 billion global visits per month and hosts roughly 200 million Prime members globally.
UK-specific insights
Around 10 million people in the UK have Amazon Prime.
● Amazon holds roughly 35% of the UK e-commerce marketplace.
● It performs especially well in electronics and general retail; slightly less so in second-hand and white goods.
How easy is it to sell and expand internationally on Amazon?
Selling on Amazon is relatively straightforward. All you need to do is:
● Create a Seller account
● Submit required documents
● Upload your product listings
Amazon provides:
● Listing optimisation features
● International expansion options
Once your account is set up, you’re not limited to a single region. Sellers can list products across North America, Europe, Japan, and other marketplaces with just a few adjustments.
North America remains the most lucrative region, with Amazon holding around 50% market share there.
2. Etsy
Best for: Handmade, personalised, and custom-designed items.
Why small businesses choose Etsy: Built-in audience seeking unique products and low setup complexity.
Etsy is the third-largest e-commerce platform operating in the UK, and it occupies the artisan niche of global e-commerce, hosting a large share of independent craft businesses.
For this reason, Etsy is a great choice for sellers who create or sell unique goods like:
● Custom home décor
● Original artwork
● Handmade accessories
● Event-themed products (weddings, Christmas, etc.)
Market reach
● Etsy receives about 400+ million monthly visitors.
● In 2020, it generated just under $1.7 billion USD in revenue and grew its user base by 75%, and its gross merchandise sales more than doubled.
How easy is it to sell and expand internationally on Etsy?
Selling on Etsy is simple – all you need to do is:
● Create an account
● Set up payment details
● Add product listings
Etsy provides:
● Advertising tools
● Built-in search visibility
● Keyword optimisation options
Though Etsy is a smaller e-commerce platform compared to other international options, it still places in the top 10 sites for average online traffic and has robust consumer strongholds. UK-based sellers, in particular, are well-positioned to grow their businesses by selling products internationally.
3. WooCommerce (for WordPress)
Best for: Small businesses that want full control of their online store with complete flexibility and no platform lock-in.
Why small businesses choose WooCommerce: Free, highly customizable, and perfect for sellers already using WordPress.
WooCommerce is one of the most widely used e-commerce platforms globally. Because it runs on WordPress, small businesses get a familiar interface, thousands of plugins, and total control over store design, checkout experiences, and integrations. Its open-source ecosystem makes it ideal for growth-focused brands that don’t want to be limited by preset templates or rigid features.
Market share & reach
● WooCommerce powers over 28% of all online stores worldwide, giving it one of the largest footprints in the e-commerce landscape.
● It has more than 7 million active installations, and its plugin marketplace includes thousands of extensions for payments, shipping, CRM, and automation.
UK-specific insights
Around 35–40% of UK WordPress users with an online store rely on WooCommerce.
It’s especially popular among UK small businesses due to:
● Low setup costs
● Easy integration with UK payment processors like Stripe, PayPal, and Worldpay
● Access to region-specific shipping tools (Royal Mail, DPD, Evri)
How easy is it to sell and expand internationally on WooCommerce?
Selling on WooCommerce requires a bit of setup:
● Install WordPress
● Add the WooCommerce plugin
● Configure payments, shipping, and tax
● Upload product listings
WooCommerce offers:
● Multi-currency extensions
● Global shipping plugins
● SEO-first product pages
● Flexible language and currency support via tools like WPML
While international expansion is not as “plug and play” as marketplaces like Amazon, WooCommerce gives you full ownership, branding freedom, and the ability to scale globally without marketplace fees.
4. Wix eCommerce
Best for: Small businesses wanting a simple, visually polished online store with drag-and-drop editing.
Why small businesses choose Wix: No technical skills required, fast setup, and strong design flexibility.
Wix is a user-friendly website builder with built-in e-commerce features that make it easy for small businesses to launch an online store quickly. Its drag-and-drop interface means sellers can design professional storefronts without coding or plugins.
Market share & reach
● Wix powers over 8 million websites, with hundreds of thousands actively selling online.
● Its app marketplace and built-in features keep everything centralized—ideal for small teams with limited resources.
UK-specific insights
Wix is widely adopted by UK micro-businesses, freelancers, and local retailers thanks to:
● Affordable subscription plans
● Local payment integrations
● Built-in VAT and tax tools
It’s especially strong in categories like fashion, services, beauty products, and small boutiques.
How easy is it to sell and expand internationally on Wix?
Getting started is fast:
● Choose a template
● Add products
● Connect a payment method
● Launch
Wix provides:
● Multi-currency checkout
● International shipping calculators
● Automated tax tools
● Easy multilingual support
While it’s not as scalable as WooCommerce or Shopify, Wix is perfect for small businesses that prioritise simplicity and design over heavy customisation.
5. BigCommerce
Best for: Small businesses that expect to scale quickly and want enterprise-level features without needing developers.
Why small businesses choose BigCommerce: Built-in SEO, strong performance, and advanced selling features from day one.
BigCommerce is a robust e-commerce solution designed for fast-growing companies that need more than the basics. It includes powerful native features like multi-channel selling, built-in SEO tools, complex product options, and strong inventory control—making it ideal for scaling brands.
Market share & reach
● BigCommerce supports over 41,000 active stores globally and holds a solid share of the mid-market and enterprise segment.
● Known for stability, it handles large product catalogues and high-traffic stores better than lightweight builders.
UK-specific insights
BigCommerce is often used by UK merchants in:
● Food & beverage
● Electronics
● Fashion & retail
● Lifestyle goods
It supports UK-focused payment methods, shipping carriers, and tax rules.
How easy is it to sell and expand internationally on BigCommerce?
Launching a store involves:
● Choosing a plan
● Selecting a theme
● Configuring products, taxes, and shipping
BigCommerce enables:
● Multi-storefront management
● Multi-currency support
● International pricing rules
● Built-in integrations with Amazon, eBay, and social platforms
For global expansion, BigCommerce offers some of the clearest pathways without heavy plugin dependence.
6. PrestaShop
Best for: Small businesses wanting a fully customisable open-source storefront with strong European market support.
Why small businesses choose PrestaShop: Free to use, flexible, and well-supported across the EU.
PrestaShop is a popular open-source e-commerce platform, especially among European sellers. It offers deep customization, thousands of modules, and strong multilingual and multi-currency tools—making it ideal for businesses that want control without subscription fees.
Market share & reach
● PrestaShop powers more than 300,000 online stores globally, with a significant presence in Europe.
● Its marketplace includes over 3,000 modules and 2,000+ templates, giving small businesses plenty of ways to tailor their store.
UK-specific insights
Though historically more popular in France, Spain, and Eastern Europe, PrestaShop also serves a growing UK audience. Sellers appreciate:
● EU-friendly tax and GDPR features
● Extensive shipping integrations
● Affordable setup and customization
How easy is it to sell and expand internationally on PrestaShop?
Setup requires:
● Hosting
● Installing PrestaShop
● Adding modules (payments, shipping, SEO, etc.)
● Uploading products
PrestaShop provides:
● Multi-currency support
● Over 75 built-in language options
● EU-friendly geo-rules
● Global payment methods
For international e-commerce, PrestaShop offers excellent flexibility—though it requires more technical management compared to SaaS platforms.
7. Ecwid by Lightspeed
Best for: Small businesses wanting to add an online store to an existing website or sell across multiple channels instantly.
Why small businesses choose Ecwid: Fast, lightweight setup that can turn any website into a fully functional online shop.
Ecwid by Lightspeed is designed for sellers who already have a website and want an easy way to add e-commerce capability. It integrates seamlessly with WordPress, Wix, Squarespace, and custom sites. Its multi-channel selling tools let small businesses sell on social media, marketplaces, and POS systems.
Market share & reach
● Ecwid powers over 1 million sellers worldwide and is widely used by small businesses due to its speed and simplicity.
● As part of Lightspeed, it benefits from enterprise-grade POS and retail technology.
UK-specific insights
Ecwid is popular among:
● Local shops
● Service-based businesses
● Cafés and restaurants
● Creators selling small product ranges
Its UK adoption is high among micro-businesses because it requires almost no technical maintenance.
How easy is it to sell and expand internationally on Ecwid by Lightspeed?
Setup is extremely simple:
● Add the Ecwid widget to your existing site
● Add products
● Connect payments
● Start selling
Ecwid includes:
● Multi-currency support
● Built-in translation
● Global shipping tools
● Social marketplace integrations (Facebook, Instagram, TikTok)
For international expansion, Ecwid gives small businesses a low-effort way to sell globally without rebuilding their website from scratch.
Otto.de, Zalando, Allegro, Cdiscount and E.Leclerc
Some of the largest B2C e-commerce websites (aside from Amazon) operating in Europe include Otto.de, Zalando, Allegro, Cdiscount and E.Leclerc. Combined, these sites receive hundreds of millions of visits every month.
Otto.de and Zalando are particularly well known in Germany, while Cdiscount and E.Leclerc are major French e-commerce platforms.
Tmall, Taobao and JD.com
Chinese e-commerce platforms Tmall, Taobao and JD.com collectively hold the largest market share of global e-commerce. China alone accounts for more than half of the world’s e-commerce market and has the largest number of buyers in the world within its borders.
China is also home to the largest e-commerce sales event in the world – ‘Singles Day’. Altogether, China is a lucrative market for new e-commerce entrepreneurs filled with some of the best online platforms to choose from.
Other major online marketplaces in Asia include Shopee and Lazada, which both operate across South East Asia, and Flipkart and Snapdeal, which are popular B2C e-commerce platforms in India.
Launch your e-commerce store today
There’s no single “best” e-commerce platform for every small business. Your ideal platform depends on what you sell, where your customers are, and how quickly you want to expand internationally. Whether you choose Amazon, Etsy, Shopify, or a regional marketplace like Tmall or Zalando, the right platform paired with the right payment infrastructure can help you start an online business and scale confidently.
Once you’ve done your research and partnered with businesses that can facilitate e-commerce payments, you can expect your new business to flourish.
Buy and sell across borders with ease
Modern e-commerce businesses looking to sell to overseas customers or pay international suppliers need currency transfer solutions.
Unfortunately, too many small businesses still opt for slow and expensive methods. WorldFirst is a leading international payments provider with nearly 20 years of experience, and it offers small businesses a better way to handle their international business payments.
WorldFirst is built for e-commerce sellers who want the freedom to sell worldwide without the heavy fees and slow processes of traditional banks.
With a WorldFirst account, you can operate in international currencies just like a local, sending and receiving money seamlessly.
Ready to expand your e-commerce business globally?
Sign up for a WorldFirst account today and start selling without borders.
FAQs
What is the best ecommerce platform for small business beginners?
Amazon and Etsy are the easiest platforms for beginners because they require no technical knowledge and offer ready-made templates and built-in payment solutions.
What is the cheapest ecommerce platform for small businesses?
Wix and eBay tend to have the lowest upfront costs because they offer free or low-cost starter plans.
Which ecommerce platform is best for international selling?
Amazon and Shopify offer the strongest international expansion tools, especially when paired with multi-currency accounts like WorldFirst.
What should small businesses consider when choosing an ecommerce platform?
Fees, market reach, advertising tools, payment options, scalability, and ease of integration.
Abdul Muhit has 17 years' experience in banking and payments, spanning across regulation, payment networks, acquiring, issuing and treasury.
Abdul Muhit
Author
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