• 19.11.24

Five must-have features of a good white-label e-commerce platform and website builder

If you’re looking to offer a white-label website builder or e-commerce offering as a value added service, or to integrate one with your existing SaaS platform as an extra feature – this is the article for you. We’re going to look at five must-have features of a good website builder and e-commerce platform, and outline why they’re important for small business customers.

From scalability and integrations to the importance of an intuitive interface, we’ll explain why these features are the foundation of a white-label solution that, if implemented with the right go-to-market strategy, can help boost retention and increase average revenue per customer (ARPU).

Benefits of a white-label e-commerce and website builder for small businesses

Benefit 1: A market-ready product with proven market value

One significant advantage of a white-label e-commerce platform and site builder is its time-tested reliability. Instead of building software from scratch, you can access a fully functional, tested product ready to meet the needs of your small business customers.

This saves development time, ensures stability, and reduces your risk in launching a completely new digital product. This “out-of-the-box” solution lets you go to market quickly with a platform built, evolved and looked after by experts in the field so you can serve your customers with confidence.

Benefit 2: Higher profit margins than a branded solution

You can achieve significantly better profit margins partnering with a white-label e-commerce platform  and website builder than by working with a branded platform. With a white-label builder, you control the pricing and profit margins.

It’s also easier to bundle the software with your other products to create a compelling offer that meets the specific demands of your small business customer base.

Benefit 3: Brand alignment

Unlike branded platforms, you’ll have full control over look, feel and positioning  with a white-label e-commerce platform and website builder. Meaning full alignment with your existing product mix and marketing strategy. In turn creating a seamless, recognisable experience for your customers.

Five features to look for when choosing a white-label website builder

Feature 1: Performance – robustness, security, and scalability

The core of any effective e-commerce platform and website builder lies in its performance— particularly its robustness, security, and scalability. For a white-label platform, these elements are crucial as they underpin both the success of the end users’ websites and the confidence you have in offering the product under your brand in line with your future growth strategy.

  • Robustness: A robust platform minimises downtime and ensures all sites perform consistently, even under heavy traffic. Since 88% of online consumers are less likely to return to a site after a bad experience, reliability is critical to retaining end users and maintaining customer satisfaction.

  • Security: With rising cyber threats, security is paramount. Often operating on tight budgets, small businesses require a platform that protects them from common vulnerabilities. Implementing solid security protocols—such as SSL, regular software updates, and data encryption—instils trust and protects user data. This is especially important for websites with e-commerce and booking functionality.

  • Scalability: As more small businesses start to use your white-label e-commerce platform and website builder, you need to be confident that the platform can grow with you. A good white-label website builder should be able to handle this, from higher traffic from multiple markets, to provisioning thousands of sites in different languages without compromising performance. 

Strong performance in these areas ultimately results in happier customers, higher retention rates, and a trusted product that reinforces your brand’s reputation.

Feature 2: Integrations – Seamless connection to essential apps

Today’s small business owners rely on many digital tools to run their business.  A white-label e-commerce platform and website builder should offer integrations with multiple other applications that allow customers  to maintain using their preferred platforms  with seamless connections that help save time.

  • Streamlined operations: By integrating with accounting software and marketing platforms, a website builder becomes a central hub for managing essential functions. For instance, automatically syncing customer data from the website to a Google Sheet or accounting platform reduces manual work, freeing up time for small business owners to focus on growth.

  • Flexibility and efficiency: Integrations enable flexibility, allowing businesses to build custom workflows that best fit their processes. In an environment where 84% of small business owners cite time management as a significant challenge, a white-label website builder with solid integration capabilities can be a game-changer by providing tools to streamline their daily operations.

  • Enhanced customer experience: An e-commerce platform and website builder that allows seamless third-party connections enhances the customer experience by providing a unified platform for all digital tools, minimising the need to jump between multiple applications. This ease of use strengthens user satisfaction and increases customer loyalty.

Feature 3: Intuitive UI – Easy for non-technical users

A white-label e-commerce platform and website builder should be easy for non-technical customers to navigate. An intuitive interface for end users means a frictionless experience , increased user engagement, and lower churn rates for you.

  • Lower learning curve: A simplified, user-friendly interface enables customers to get started without having to justify time for additional training. This is particularly valuable as many small businesses lack dedicated IT support and rely on easy-to-use digital solutions. When users feel comfortable and confident, they’re more likely to engage with the platform and stay loyal to the brand.

  • Reduced support costs for partners: A clear and easy-to-understand user interface minimises support queries and allows customers to handle basic tasks independently. This translates into lower support costs and allows your customer service team to focus on higher-value interactions.

  • Increased retention: An intuitive platform directly affects customer retention. The easier the platform is to use, the less likely customers will abandon it out of frustration. According to research by Bain & Company, a 5% increase in customer retention can boost profits by up to 95%, so ensuring ease of use pays dividends for both your business and your customers.

Feature 4: Additional Functionality – Beyond a Brochure Website

Small businesses increasingly want more than just an essential website. A white-label website builder should empower users beyond static pages and offer functionality like e-commerce and appointment scheduling. 

  • E-commerce capabilities: With online shopping consistently on the rise – Statista projects e-commerce sales to reach over $8 trillion by 2026 – businesses need the ability to sell online directly from their website. By providing robust e-commerce tools, a white-label website builder becomes an essential revenue generator for small businesses.

  • Appointment Scheduling: Many service businesses, from yoga instructors to business coaches, depend on seamless booking experiences. A website builder with integrated appointment scheduling and payments makes it easier for customers to book services, helping small businesses capture leads and convert them to paying clients.

Feature 5: Mobile-first – build and manage on the go

A mobile-first website builder is crucial in a world where mobile internet traffic accounts for more than 60% of all web traffic. But this doesn’t only mean creating mobile-responsive websites; it means giving users the power to build and manage their sites directly from their mobile devices.

  • Convenience for busy professionals: For industries where business owners are often on the go – like real estate, food trucks, or event planning – a mobile-friendly website builder allows them to make quick updates, manage customer inquiries, and adjust business hours without needing to be at a computer.

  • Responsive and accessible: Building on a mobile-first platform also ensures that websites will perform well across devices, which is crucial as consumers are more likely to abandon a site if it’s not mobile-friendly. Giving your small business customers the ability to do this can help give them the competitive edge.

  • Expanded audience reach: Small businesses that can quickly build mobile-responsive websites are better positioned to reach mobile users, increasing their chances of attracting and retaining a broader customer base. For partners, a mobile-first builder enhances the platform’s appeal and aligns with the needs of an increasingly mobile-dependent market.

By offering your small business customers a white-label e-commerce platform and website builder that has these features, you can help them thrive online and in-turn boost retention and increase ARPU for your business. 

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