Ever since the world wide web was first created, small businesses have steadily grown more dependent on digital spaces to advertise and offer goods and services to consumers. Nowadays, “eCommerce” might simply be better thought of as “commerce” given its ubiquity across the many industry verticals in which it plays a significant role. 

However, just because there are a thousand and one use cases for eCommerce solutions in today’s world doesn’t mean there are an equal number of eCommerce providers with effective products for SMBs. Many offer overkill solutions with features no SMB would ever need; others are far too labour-intensive for small, resource-constrained teams to use; and some just aren’t powerful enough for the demands of selling online today. And of course, far too many—no matter where they lie on that spectrum—charge third-party fees, which over time can take a big bite out of an SMB’s bottom line. 

For digital marketing professionals and SaaS companies that want to help their SMB customers sell online, it’s critical to provide a rightsized eCommerce solution that meets their needs without overburdening their operation (or yours). 

What SMBs need from eCommerce solutions 

There are a wide variety of criteria that should be considered when deciding what type of eCommerce solution is best for a digital agency or SaaS platform to offer to their SMB customers. Chief among these are capabilities that will help them sell more, operate efficiently and scale without excessive cost or complexity.

Let’s quickly drill down into each of the individual aspects of a platform that should support these key pillars. 

Ease of use & setup

An eCommerce solution that is appropriate for SMBs should be intuitive enough for non-technical users to manage confidently. Pre-built themes, guided onboarding, visual editors, and drag-and-drop tools that make it possible to update products, layouts, and content without relying on developers are all critical components of a rightsized eCommerce solution for SMBs. 

Core storefront features

A robust digital storefront is the foundation of any successful eCommerce-reliant business. A mobile-responsive design, fast load times and strong Core Web Vitals, and built-in search and navigation tools like filters and categories are essential. For SMBs selling internationally, multi-language and multi-currency support is also key. These features directly impact conversion rates and overall customer satisfaction.

Payment & checkout 

Flexible, secure payment options are essential for maximizing sales. The right platform should support multiple payment gateways, including credit cards, digital wallets, and region-specific payment methods. A fast, secure checkout experience reduces cart abandonment and builds customer trust, making it a critical driver of revenue for SMBs.

Fulfillment & shipping

Efficient fulfillment tools help SMBs save time and avoid costly errors. Features like real-time shipping rate calculators, automated label generation, and streamlined return management can significantly simplify day-to-day operations. When fulfillment runs smoothly, consumers receive orders faster and are more likely to become repeat customers. This, in turn, makes your eCommerce offering all the more valuable to your SMB clients. And, of course, the more value you offer, the more likely those clients are to stick with your digital agency or SaaS platform for the long haul. 

Marketing & SEO tools 

Built-in marketing and SEO tools help SMBs grow without relying on a large stack of third-party software. The more of these features and advantages included in your eCommerce offering, the better chance your SMB clients have to successfully sell online.

Essential capabilities include SEO basics like meta tags and automatic sitemap generation, but the ideal eCommerce platform will go far beyond that. Out-of-the-box optimization for Core Web Vitals and pagespeed, server-side rendering, a global CDN, alt text support, image optimization and more are all key components of ensuring a store can be found quickly and easily online. Additionally, features related to on-page SEO should all be integrated with AI tools to make it easy for both web pros and their SMB customers to manage pages and make updates quickly at scale.

Flexible promotions and discounting, email marketing integrations/features for campaigns, and cart abandonment tracking are also critically important for selling online today. And to round it out, the ideal eCommerce offering for SMBs would include features such as blogging to further support organic traffic and long-term growth.

Security & compliance 

Security is non-negotiable for eCommerce and regulations surrounding how businesses can advertise and sell online are constantly evolving. A rightsized eCommerce platform will include SSL certificates, support data protection regulations like GDPR and CCPA, and integrate with payment processors that are PCI-DSS compliant. Strong security safeguards customer data, protects an SMB, and reinforces trust across all stakeholders: end customers, business owners, and digital professionals. 

Transparent pricing 

Nobody likes surprise costs and that’s especially true when it comes to tools that have been purchased to help generate revenue from online sales. The right eCommerce solution for SMBs clearly outlines subscription costs, transaction fees (if any), and add-on expenses, and scales predictably as the business grows. Avoiding hidden costs helps SMBs plan confidently for the future and is essential to building trust between a SaaS provider or digital agency and their clients. 

A comparison of common eCommerce solutions 

When evaluating which eCommerce platforms to offer to SMBs, it’s tempting to default to the most well-known names in the market. But popularity doesn’t always equal suitability—especially when you factor in cost predictability, operational simplicity, and how well a store integrates into a broader website experience.

Below, we compare some of the most common eCommerce solutions agencies and SaaS platforms provide to SMBs, with a focus on integration, ease of use, transaction fees, and long-term fit.

Duda (Native eCommerce)

Duda’s native eCommerce is built directly into its professional website builder, with performance, SEO, and operational efficiency at the core. It is designed specifically for agencies and SaaS platforms delivering websites and stores at scale.

Pros

• Native eCommerce built directly into the website builder
• Single WYSIWYG workflow for site + store authoring
• 0% Duda platform transaction fees
• Strong SEO, performance, and Core Web Vitals out of the box
• Purpose-built tooling for agencies and SaaS platforms, including white-labeling, automation, APIs, and reusable assets

Cons

• Smaller app ecosystem compared to Shopify
• Advanced enterprise commerce features may be limited for very large or complex stores

Overall SMB fit

Duda is one of the most compelling right-sized eCommerce solutions for SMBs, particularly when delivered by agencies or SaaS platforms. It strikes a rare balance: powerful enough to sell effectively online, but simple and predictable enough to avoid unnecessary cost and complexity. And, most importantly, natively integrated with a full, industry-leading website builder platform. For most single-site SMBs, it delivers exactly what’s needed and little that isn’t.

Shopify

Shopify is a commerce-first platform built specifically for online selling and is often the default choice for businesses starting an eCommerce operation. It supports a wide range of use cases, from small merchants to large, high-volume retailers.

Pros

• Market-leading eCommerce platform with a massive app ecosystem
• Excellent reliability, global reach, and scalability
• Strong out-of-the-box commerce features for growing and complex businesses

Cons

• Charges third-party transaction fees unless merchants use Shopify Payments
• App ecosystem often introduces cost creep through recurring add-ons
• Commerce-first platform, meaning website design and content workflows often feel secondary or bolted on

Overall SMB fit

Shopify is a strong option for SMBs that expect to scale aggressively or require advanced commerce features early on. However, for many small businesses it can be overkill. The combination of transaction fees, app costs, and platform complexity makes Shopify less attractive for SMBs that simply want a reliable, low-maintenance store embedded in their website.

Ecwid (by Lightspeed)

Ecwid is designed to add eCommerce functionality to an existing website rather than replace it. It’s commonly used by SMBs that want to start selling online quickly with minimal disruption to their current site.

Pros

Designed to bolt a store onto any existing website

Fast setup and very approachable for non-technical users

No platform transaction fees

Cons

Intentionally lightweight feature set

Less cohesive UX compared to native, builder-integrated stores

Advanced shipping, checkout logic, or POS workflows may require add-ons

Overall SMB fit

Ecwid is an excellent choice for SMBs that already have a website and want to add commerce quickly without rebuilding. For agencies and SaaS platforms, it’s a great tactical option. But as native eCommerce becomes more common in site builders, Ecwid’s “add-on” advantage is increasingly narrow.

BigCommerce

BigCommerce positions itself as a robust, extensible eCommerce platform aimed at businesses with more complex needs. It is frequently chosen by brands planning for growth, multi-channel selling, or custom integrations.

Pros

Robust, enterprise-grade commerce features

Strong support for headless and multi-channel selling

No platform transaction fees and broad payment gateway flexibility

Cons

Steeper learning curve than builder-native solutions

Less intuitive for non-technical SMB users

Integration into third-party site builders often requires developer involvement

Overall SMB fit

BigCommerce is best suited for SMBs that are already pushing into mid-market territory or expect significant growth. For smaller merchants, the power it offers often translates into unnecessary complexity compared to right-sized, builder-native platforms.

WooCommerce (WordPress)

WooCommerce is an open-source eCommerce plugin built for WordPress, giving site owners full control over their store’s functionality. It is widely adopted due to its flexibility and deep WordPress ecosystem.

Pros

Extremely flexible and open-source

A vast plugin ecosystem

No platform-imposed transaction fees

Cons

Not a turnkey solution—requires hosting, security, updates, and maintenance

Total cost of ownership can grow unpredictably

Higher reliance on developers or technical expertise

Overall SMB fit

WooCommerce works well for SMBs that are already committed to WordPress and need deep customization. For most small businesses, and the web pros that serve them, it introduces more operational overhead than necessary.

Wix eCommerce

Wix eCommerce is a native commerce offering inside the Wix website builder, designed for ease of use and fast launch. It is popular among small businesses that want an all-in-one solution with minimal technical complexity.

Pros

Native integration with the Wix website builder

Very easy to use and fast to launch

Strong design flexibility and built-in marketing tools

Cons

Less depth for complex commerce workflows

Certain fees and limitations vary by region and payment method

Scaling beyond basic use cases often requires replatforming

Overall SMB fit

Wix is a solid option for SMBs that value speed and simplicity over advanced commerce functionality. It’s well-suited for smaller catalogs and straightforward selling models.

Squarespace Commerce

Squarespace Commerce is tightly integrated into Squarespace’s design-led website platform. It’s often chosen by creatives and service-based businesses where brand presentation is a primary driver of sales.

Pros

Exceptional design templates and brand presentation

Native commerce tightly integrated into the site editor

Simple workflows for small catalogs and creators

Cons

Commerce depth is limited compared to dedicated platforms

Transaction fees apply on lower-tier plans

Less flexibility for operationally complex businesses

Overall SMB fit

Squarespace is ideal for creatives and brand-led SMBs that prioritize aesthetics and simplicity. It’s a strong choice when commerce supports the brand rather than driving operational scale.

Conclusion: How to right-size eCommerce for SMBs

The mistake many platforms make is assuming SMBs want more features, more integrations, and more complexity. In reality, SMBs want clarity, predictability, and speed to value—eCommerce that works as a natural extension of their website, not a separate system to manage.

For agencies and SaaS providers, the winning formula is clear:

• Seamless integration with the website builder
• Minimal operational overhead
• No platform transaction fees
• Built-in SEO, performance, and security
• A solution that scales when needed, not before

Advanced eCommerce platforms absolutely have their place, especially for businesses with complex operational or growth requirements. But they shouldn’t be the default. For many SMBs, a rightsized eCommerce approach delivers better outcomes for both merchants and the digital professional that serves them without overwhelming either. 

Platforms like Duda illustrate how native eCommerce, built directly into a professional website builder, can meet the real needs of SMBs without unnecessary complexity or hidden costs. For agencies and SaaS companies focused on long-term client success, that kind of right-sized foundation often proves more sustainable than starting with an overengineered solution.

And that’s what modern eCommerce for SMBs should be about.