Every Website Is an Ecommerce Site: A Look at Digital Commerce with Squarespace
Nearly every website is built to provide value in exchange for visitors' time, information, or money. In this way, every website operates as an ecommerce site, facilitating an exchange that goes beyond traditional online shopping.
Whether clients are selling products, promoting services, building a brand, or generating leads, their websites should be optimized for conversion. The best way to do this is by treating their site build as an ecommerce site from the ideation to implementation. I introduced this concept during Circle Day 2024. Ahead, I’ll dive deeper into the concept that every website is an ecommerce site.
Defining ecommerce and the ecom iceberg
Ecommerce in its most traditional sense involves transactions conducted through the internet. Most people associate ecommerce with traditional online shopping, where customers click “buy” on physical or digital goods and services. But the scope of ecommerce is far greater.
Imagine the ecommerce ecosystem as an iceberg. Above the water at the tip, we see those common examples of ecommerce websites, which sell physical and digital goods and services. Below the surface, however, is a vast expanse of websites that might not feature traditional shopping carts, but facilitate commerce in other, less visible ways.
The essential thread tying them all together? Value exchange.
Whether a consumer is buying an item, submitting an inquiry, or signing up for a newsletter, the sites you build should provide them with value, whether tangible (like physical objects) or intangible (like scheduled meetings). As such, you should consider treating your site builds as you would any ecommerce project, focusing on how best to convert prospects into customers.
Five site types to treat as ecommerce sites
Let’s look at five common site types that you can apply conversion-boosting strategies to achieve the best results—even for clients that don’t sell conventional products or services.
1. Service provider sites
Most businesses, from web designers to plumbers, offer services but likely don’t view their websites as ecommerce platforms. Yet, in reality, they are. For service providers, a website is a digital storefront to expertise. Visitors come to evaluate services, read testimonials, and ultimately decide if they want to transact. While they may not make a purchase then, they should be encouraged to take an action that gets them closer to conversion. This includes signing up for a newsletter, setting up a consultation call, requesting a quote, or reading blog articles.
It's critical to guide potential clients through a clear and intuitive sales process, from discovery to conversion. You can increase the likelihood of turning visitors into clients by treating the site like a traditional ecommerce business’s site—by focusing on optimizing forms, call-to-action buttons (CTAs), intuitive navigation, and more.
2. Funnels or lead-generation sites
While the primary goal of traditional ecommerce is to drive immediate purchases, funnel and lead-generation websites are designed to nurture longer-term relationships. These sites may promote signups for anything from webinars and memberships to application calls and newsletters, with a focus on building trust and creating a gradual sales cycle that leads to conversions down the line.
Funnel websites may not immediately inspire visitors to buy products or services. But whether they realize it or not, visitors are being taken on an informative journey, one that subtly builds credibility and later pushes them to take action.
When designing a funnel website, it’s important to build trust with visitors, just as you would with an ecommerce website. Establish credibility with strong copy and and compelling content, like videos and ebooks, and feature social proof and referrals wherever possible.
3. Investment-seeker sites
A website for a company seeking investors ultimately functions as an ecommerce site. An investment-seeker site sells an idea and must do so effectively. These websites need to establish credibility, showcase value propositions, and tell a compelling brand story to attract potential investors—all similar goals to traditional ecommerce sites.
Whether you’re designing for a medtech startup that’s raising funding or a content creator who’s seeking brand partnerships, the principles are the same. Trust signals, social proof, and seamless navigation play critical roles in convincing visitors of the company's value.
Adding testimonials and reviews to build trust and simple navigation can encourage visitors to stay on a website longer and feel compelled to contribute to the cause. And showcasing case studies is a great way to tell the business’s story.
4. Blogs
Blogs are often overlooked as ecommerce sites, but are, in fact, thriving digital marketplaces. While they may not sell a physical product or services, they do sell expertise and offer exposure through affiliate links, sponsored posts, and advertisements.
For clients with blogs, your site builds should prioritize search engine optimization (SEO), clear navigation, and maximized ad placement to increase traffic and revenue potential. Use blog collections, archive blocks, and smart filtering options to organize the site. It’s also worth giving clients basic training on optimizing their content for search engines and affiliate marketing.
Consider the ways ecommerce websites use pop-ups and white space to showcase products, then apply those same principles to your client’s blog.
5. Nonprofit sites
Nonprofit websites also may not feel like traditional ecommerce sites, but they similarly rely on digital transactions to succeed. Charitable organizations often use online platforms to collect donations, enroll supporters in newsletters, and promote fundraising events. Squarespace’s donation system, for example, enables nonprofits to seamlessly accept online payments and manage donor engagement.
As with traditional ecommerce websites, nonprofit sites need strong trust signals, engaging content, and intuitive CTAs to encourage visitors to take action. Whether by subscribing to a newsletter or making a donation, the goal is to have visitors build long-lasting relationships that benefit the nonprofit’s cause.
Since visitors ultimately choose to give their money to the organization, designers must ensure the donation process is as seamless as possible. Apply checkout page design principles to donation pages for the best results.
Squarespace is the linchpin for digital commerce
No matter what type of website you’re building—be it a service provider, a funnel, an investment platform, a blog, or a nonprofit—Squarespace offers the tools to create an impactful, conversion-driven experience.
With integrated features like forms, scheduling, donation blocks, and email marketing, the platform empowers you to build websites that can drive any kind of transaction, be it tangible or intangible.
Treat all your websites as ecommerce sites
As you shift your mindset to operate as though every site is an ecommerce site, remember:
1. Ecommerce means more than products
Don’t limit ecommerce best practices to traditional online stores. Apply them whenever any form of value exchange is happening on a website.
2. The ecom iceberg
There’s a vast world of ecommerce happening just below the surface, from service providers and bloggers to investment seekers and nonprofits.
3. Squarespace has it all
Whether you’re building for product or service sales, Squarespace offers the tools you need to create impactful, conversion-optimized websites.
Want more?
Check out Squarespace Circle, Squarespace’s program for professional designers. Along with exclusive content, discounts, and other perks, Circle brings professionals together from across the globe to exchange advice while connecting with new clients and collaborators.
