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You don’t need a shop on the high street to sell to customers across the UK. Market traders, makers, home bakers, resellers and small brands run successful businesses without a physical storefront, using an online shop, a marketplace or a simple card reader. This guide compares the leading platforms for businesses without a storefront and helps you pick the right one.
Quick answer
- Your own online shop and brand: Shopify
- Handmade or vintage, with built-in buyers: Etsy
- Market stalls and pop-ups, plus a simple web shop: Square
- Selling only to people who already follow you: social shops (Instagram and Facebook)
1. Shopify: best for building your own brand
Shopify gives you your own online shop on your own domain. It handles payments (cards, Apple Pay, Google Pay, PayPal), stock, delivery rates, discount codes and order emails, and you can run it from your phone. You can also sell in person with Shopify POS, sell on Instagram and Facebook, and use thousands of apps.
- Best for: anyone building a brand they own, from clothing and cosmetics to food, gifts and digital products
- Costs: a monthly plan plus card fees; there’s a free trial to build your shop first
- Watch out for: you need to bring your own customers (social media, Google, email)
2. Etsy: best for handmade, vintage and craft supplies
Etsy is a marketplace with millions of buyers already searching for handmade and unique items. You pay small listing fees plus a percentage of each sale, and you don’t have to build a website.
- Best for: makers testing products and finding first customers
- Watch out for: fees add up as you grow, competition is intense, and the customers belong to Etsy, not you
Many sellers start on Etsy and add their own Shopify shop later, to build repeat customers and avoid marketplace fees.
3. Square: best for market stalls and pop-ups
Square is known for its card readers, which are popular with market traders and pop-up sellers, and it includes a simple online store. It’s a good fit if most of your sales are in person and you want a basic web shop alongside.
4. Social shops: Instagram and Facebook
If your customers already find you on Instagram or Facebook, you can tag products in posts and take orders through messages or a linked shop. It’s a great way to start, but you’re relying on each platform’s rules and reach, so most growing sellers add a proper online shop.
How to choose
| If you… | Choose |
|---|---|
| Want your own brand, website and customer list | Shopify |
| Make handmade or vintage items and want ready-made buyers | Etsy (then add Shopify later) |
| Sell mostly at markets and events | Square, or Shopify with POS |
| Are just testing an idea with friends and followers | Social shops |
Fees and plans change often, so check each platform’s current UK pricing before you start.
Running a business from home: the essentials
- A business address: you don’t need a shop, but some platforms and customers expect a contact address. Many home sellers use a business address service rather than their home address.
- Delivery: set clear delivery prices and times; Royal Mail Click & Drop and courier apps make home posting easy.
- Returns and consumer rights: UK customers have the right to cancel most online orders within 14 days, so publish a clear returns policy.
- Payments: use a platform that handles card payments securely rather than taking bank transfers.
Thinking about grants to help pay for your shop? See how to use a digital grant to launch your Shopify store.
Frequently asked questions
What is the best platform for a business without a storefront?
For most UK sellers who want their own brand, Shopify is the best all-round choice. Etsy is better for handmade sellers who want ready-made buyers, and Square suits market traders.
Can I run an online shop from home in the UK?
Yes. Many successful online shops are run from home. Check whether your home insurance and any tenancy or mortgage terms allow business use, and register as self-employed with HMRC once you start trading.
Is Shopify or Etsy cheaper?
Etsy has lower upfront costs but takes fees on every listing and sale. Shopify has a monthly plan but lower per-sale costs, so it often becomes cheaper as your sales grow.