A Local Gift Shop to Global Omnichannel Sales: Silver in the City’s Growth Strategy

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  • Post published:May 7, 2024
  • Post category:E-Commerce

Silver in the City, owned by Kristin Kohn, is a boutique specializing in unique and whimsical gifts. The boutique strives to offer customers an exclusive gifting experience — where they can offer their loved ones thoughtful gifts from a local shop. From jewelry to houseware items, you will certainly find the ideal gift for any occasion. Silver in the City has 2 charming locations in Indiana and an online store. 

Silver in the City flagship store in Indianapolis (US)

Silver in the City is very community-oriented. They actively collaborate with other small businesses in their neighborhood, supporting one another and growing the community. As a way of giving back, they’ve created the Silver Linings Fund, which Kristin mentions is one of the things she is most proud of. They contribute 1% of all sales to this fund, which works towards creating equal opportunities for BIPOC communities.

Ecwid by Lightspeed provides Silver in the City with its ecommerce solution that allows them to share their unique story and sell their products locally and globally online. 

The Silver in the City team

Let’s dive into their ecommerce journey.

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How Has Silver in the City Benefited From Ecwid?

The team shared with us some of the Ecwid tools they’ve implemented in their store and found the most valuable for their business.

Stronger Online Presence With Integrated Sales Channels 

 The biggest feature for me when I began using Ecwid was the built-in interaction through the sales channels. Kristin Kohn, Owner of Silver in the City

With Ecwid, Silver in the City easily promotes its store across different sales channels such as Facebook, Instagram, and Google. This helps to introduce their brand and products to new audiences.

Without these integrations, their marketing costs would rise pretty high, and it would be difficult to keep track of them all. However, with Ecwid, marketing initiatives can be executed directly from the platform, and the results are displayed on the dashboard.

Recovered 10% of Ecommerce Revenue With Automated Abandoned Cart Emails

10% of total ecommerce revenue recovered in the last 30 days alone.

Recent studies show that the average cart abandonment rate is 70%. That means 70 out of 100 customers will add a product to their carts but then leave your website without completing the purchase. 

Sending reminders about their abandoned purchases is a powerful incentive for them to finalize their transactions. 

Ecwid detects abandoned carts for you and sends automatic reminders so you can recover that sale.

A customer abandonment email automatically sent to a customer who left items in their cart

The implementation of automated abandoned cart recovery emails has proven to be beneficial for Silver in the City. 

Continuous Revenue With Pre-Orders

Silver in the City utilizes pre-orders for pre-made gift boxes and sold-out items in their store. Pre-orders are beneficial to build excitement for products that are soon to be launched or temporarily out-of-stock.

 The pre-order feature has helped our store make continuous revenue and sales. 

Silver in the City sells a wide selection of pre-made and customizable gift boxes in their boutique for special occasions like the holidays. People tend to shop early for the holidays, so having this product live in advance allows customers to secure their purchase before exploring other options. Customers can simply select their preferred arrival date and have it arrive right before the holidays. 

Pre-orders also recently came in handy for one of their clothing items. During a local morning show, the host wore one of the hats sold at their boutique. This resulted in a surge of purchases, causing this particular hat to go out of stock. Luckily, they quickly activated the pre-order feature, and orders continued to flow, ensuring no revenue was lost during this period.

Modernized Store With an Intuitive Website Builder 

Ecwid includes an enhanced website builder featuring a range of themes and designs for users to select. Silver in the City recently revamped its website using the new Instant Site functionalities, giving it a whole new appearance. The redesign not only modernized the look but has also improved user-friendliness, making navigation more intuitive. Check it out below.

Silver in the City’s eye-catching storefront on Ecwid

 The website builder is great. I love to choose what happens when visitors click on another area or a specific page. Our website looks newer and more modern now. At first, we were hesitant to push our site live, as it just seemed too easy. 

Ecwid comes filled with new features for personalized and targeted email marketing through popular apps like MailChimp. 

Silver in the City leverages email marketing to engage with their customers and elevate their overall experience. They utilize Mailchimp to distribute promo codes and shared a feature they found particularly advantageous with us. 

When sending promo codes through Mailchimp, customers can effortlessly apply them to their shopping carts with a simple click, saving time and boosting the likelihood of usage. "It takes a lot off the people’s plates," says Kristin.

Promo code sent through MailChimp

Tailored User Experience With Flexible Shipping Options 

 Ecwid has many shipping features that benefit our business and its values. Many of our customers are part of our local community, and it is very easy to cater to them. 

Serving both local and out-of-state customers, Silver in the City takes advantage of Ecwid’s flexible shipping options

With Ecwid, you can offer customers who live in closer proximity a lower shipping cost, while customers situated farther away are presented with a higher but fair shipping fee. You can also provide a pickup option exclusively for local customers, as Silver in the City does.

Additionally, Silver in the City grants customers free shipping if their order exceeds $75, which is a great way to help conversion rates.

Flexible shipping options on Silver in the City’s checkout page

 We have the ability to set up custom rules for delivery and pickup based on the customer’s location. If they are within the radius, they can choose delivery or pick up, and their shipping cost will be lower due to the distance. This makes it easier to connect with our local customers and provide them with flexible shipping options. 

Example of a destination zone Silver in the City can set up to offer local customers specific shipping rates and pickup options

Result: Greater Sales with Ecwid

Silver in the City is now generating more sales through its online business, thanks to Ecwid. With Ecwid’s comprehensive suite of features, Silver in the City has unlocked new avenues for growth and customer engagement in the competitive online marketplace.

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How to Choose the Best Site Builder for an Online Store

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  • Post published:May 7, 2024
  • Post category:E-Commerce

Your online store’s success hinges on the foundation you set. For small business owners taking the plunge into the digital market, it means finding the perfect platform to build their ecommerce empire. But with a sea of site builders promising the moon, where does one start? And which choice ensures that your online presence is not just launched but thrives?

This comprehensive guide dissects the site-building process for small business owners looking to launch or revamp their digital storefront.

We’ll explore the best site builders in the market, including a deep dive into the bespoke Ecwid Instant Site, designed to cater to online retail’s demanding needs without coding complexities. Plus, we’ll uncover the virtues of integrating ecommerce into a custom site.

Ready to hit "publish" on your digital dream? Read on!

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Why Use Site Builders for Your Ecommerce Journey

Before we launch into the specifics, it’s crucial to understand why opting for a site builder can benefit your online store.

Modern site builders are not just about dragging and dropping elements; they are scalable and offer immense flexibility. They handle the nitty-gritty details of hosting, domain management, and security, leaving you to focus on what truly matters — your products and customer experience.

For small businesses, the efficiency and affordability of site builders are unmatched. You can create a professional-looking site without an extensive investment in development or design. Updates are typically easy to perform so that you can adapt swiftly to the market’s demands.

Ready-Made Templates

Pre-designed website templates act as a framework that you can customize to fit your branding.

They take the legwork out of layout and web design so that you can quickly build off a pre-established format. Without a template, building a website can be a significant time investment with a hefty price tag.

Customizing a ready-made template is much easier than creating a site from scratch

Mobile Optimization

Site builders also work well because they offer mobile-friendly designs that accommodate the growing number of mobile users.

In January 2024, mobile devices (excluding tablets) accounted for almost 60% of global web page views. Data shows that mobile usage outpaced desktop usage — and it continues to do so. With this in mind, it’s important to approach web design with a mobile-first mentality to cater to the online preferences of your audience.


Most site builders offer hosting as part of their packages — which means your website is securely hosted by the site builders’ servers, and you can purchase a custom domain.

The beauty of this is that you can often manage your website hosting right within the site builder — no need to go through an external channel that adds another step to the process.

Search Engine Optimization

If search engine optimization (SEO) is a priority for you, some site builders offer templates created with this objective in mind.

Choosing an SEO-friendly template makes it simple for you to optimize your site content and copy to help you achieve your optimization goals. Again — you get this benefit without having to hire external developers.


Site builders are an affordable option for ecommerce retailers because they typically offer different pricing packages based on the size and needs of the business.

This allows business owners to select the pricing plan that best fits their budget and will enable them to select only the features they need.

It also creates an opportunity to scale the services of the site builder up or down as the business evolves.

While some online retailers may decide to hire a designer to help with elements of a website created through one of these platforms (like customizing a template, graphic elements, etc.), using a site builder can help make the process faster and more affordable as opposed to starting with a custom-made website from scratch.

Also: How to Create an Online Store Without a Website

Overview of the Most Popular Site Builders for Ecommerce

When it comes to site builders for ecommerce, one size does not fit all.

Numerous site builder options exist, but our attention will be on the more popular platforms consistently used to construct online stores.

Here’s a quick review of the most popular site builders and how they stack up.

Ecwid Instant Site

For those seeking a straightforward, user-friendly path to an ecommerce site, Ecwid Instant Site is a game-changer. It embraces a code-free build, ensuring that anyone can easily set up a polished, feature-rich site.

An example of an Instant Site

Ecwid Instant Site includes professionally designed layouts and content, as well as free pre-designed templates tailored to different niches, such as apparel, home, electronics, services, food, and more. It takes the stress out of decision-making, and you can easily customize the design and layout to match your brand’s unique visual identity.

Choose from 40+ site templates tailored to various niches

Ecwid Instant Sites are optimized for mobile and include a free SSL certificate, which is a must-have for online stores.

Plus, you can buy a domain through Ecwid, too, and it will be set up automatically — even less manual work for you!

Since Ecwid Instant Site was created with ecommerce in mind, it ensures that any site built through it comes with a built-in online store. So, you don’t have to use any integrations or add-ons to add an online store to your website — it’s already there.

Specializing in ecommerce, Instant Site integrates with nearly a hundred payment methods and effortlessly connects with shipping providers.

If you’re concerned about your site’s discoverability, Instant Site has you covered. Some SEO tasks are taken care of automatically, like website robots.txt files and sitemap.xml, alt-tags for product images, clean URLs for products, and more.

Best of all, since Ecwid Instant Site is free, you can experiment and build your site without any upfront costs. Plus, you can sell a limited number of products for free for as long as you like.

Learn how to create an ecommerce website using Ecwid Instant Site in the article below:


WordPress powers an incredible number of websites on the internet, and its extensive plugins make it a go-to for many online sellers. The platform offers a high degree of customization and has a supportive global community.

However, its open-source nature can mean that the responsibility for updates and security falls squarely on your shoulders or your developer’s.

What if you prefer using Ecwid for your online store but wish to create your website using WordPress?

Ecwid seamlessly integrates with WordPress, allowing you to turn any WordPress website into an online store with just a few clicks.

An example of an Ecwid store integrated into a WordPress website

The integration connects your WordPress site to your Ecwid account so you can manage your whole ecommerce site in one place.

Also: Why I Use Ecwid for WordPress Ecommerce: Developer’s Review


Wix shines with its intuitive drag-and-drop builder that’s perfect for beginners. The Wix App Market offers a range of add-ons for ecommerce.

On the downside, the number of free apps is limited, and once you choose a template, you cannot switch to another.

Wix is also integrated with Ecwid, making it easier for Ecwid store owners to add an online store to their Wix website.

An example of an Ecwid store added to a Wix website


Weebly is known for its ease of use and the free plan. Its robust ecommerce toolkit allows you to quickly set up an online store with support for digital and physical goods, inventory management, and payment options.

However, its SEO capabilities could be more extensive, which might be a drawback for businesses aiming to build a solid online presence.

An example of an Ecwid store added to a Weebly website

If you have an Ecwid store, you can connect it to your Weebly site, offering a simple way to add an online store.

Joomla & Drupal

More technical than the previous options, Joomla and Drupal are open-source platforms that offer high levels of customization and are suitable for medium to larger businesses.

While they give greater control, they also demand more know-how, and their learning curve might not be worth it for a small business owner just starting.

Ecwid integrates with both Drupal and Joomla to add an online store to your website built with these platforms.


Squarespace is lauded for its stunning design templates and user-friendly design features. It integrates well with third-party platforms for SEO and marketing but has limited payment gateways directly linked, which could be a hurdle for businesses catering to a global audience.

However, if this option appeals to you for your website, consider creating an Ecwid store and integrating it with your Squarespace site. By doing so, you will unlock access to the extensive range of payment options supported by Ecwid, which includes nearly a hundred different methods.

An example of an Ecwid store added to a Squarespace website


Strikingly is perfect for creating a simple website with ecommerce functionality. However, it might not be the best choice for complex websites because of its limited customization tools.

If you want to turn your Strikingly site into an online store, connect it with Ecwid and enjoy the benefits of both platforms.

Adding an Online Store to a Custom Website

While site builders offer convenience and a suite of ecommerce tools out of the box, some business owners may opt for a custom website with an integrated store. This route provides the most control and flexibility but at the expense of time and cost.

With a skilled developer, you can tailor every aspect of your online presence, ensuring it is unique and meets every specific requirement your business has.

Integrating ecommerce into a custom website allows for seamless design and user experience coordination. You can create a tailored ecosystem around your brand that stands out from off-the-shelf solutions.

This option is more popular among brands with an established online presence or those who foresee custom needs that a builder may be unable to handle.

If you decide to go this route, you can add your Ecwid store to a custom website as long as you can add custom codes to the site. This way, you can have the best of both worlds — a unique and personalized website with all the ecommerce features and capabilities provided by Ecwid.

Wrap Up

Selecting the best site builder for your ecommerce store is a decision that can shape the trajectory of your business. Whether you’re attracted to the convenience of an all-in-one service like Ecwid Instant Site or desire the comprehensive control of a custom site, it’s vital to match the platform’s capabilities to your business goals.

Consider your tech-savviness, budget, long-term vision, and any skilled individuals or agencies you can access. And don’t be afraid to test and learn — many platforms offer a trial period or a free plan — before committing. Remember, your digital storefront is not just a place to sell; it’s an online representation of your business, telling your story and connecting you to the world. Make it count.

For a quick, beautiful, and easily customizable option, consider the Ecwid Instant Site. It provides you with an array of user-friendly tools and ecommerce features for creating your online presence.

Whether you need a landing page about your brand, a straight-forward online catalog for B2B partnerships, a professional ecommerce website with an online store, or any other business objective — Instant Site caters to your needs.


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