What Are the Main Types of E-Commerce Websites?

So, you’re thinking about selling online? Smart move.

But before you dive straight into launching your online shop, one thing needs to be clear—not all e-commerce websites are the same, or built equally.

Picking the wrong setup for you is one of the most effective ways to waste time, money and your potential. Ouch. 

From simple product stores to complex marketplaces and subscription models, the type of e-commerce site you choose should work for your business, not against it. Not sure where to start? Don’t worry, we’ve got you.

Here’s the lowdown on the main types of e-commerce websites—and how to figure out which one actually fits what you’re building.

b2c (business-to-consumer)

Also known as… the classic online shop. This is what most people think of when they hear “e-commerce site” or dropshipping—a business selling a product directly to everyday customers. Think fashion brands, skincare lines, homeware stores, or pretty much every piece of artwork you’ve seen on Instagram recently. Their power lies in speedy, slick UX, integrated payment systems (think Klarna, Apple Pay etc) and easily customisable features with SEO integrated to drive traffic. If you’re a start-up, product-based business or retailer, this is the option for you. While template sites are an easy option for B2C sites, there’s a host of benefits when creating a bespoke website for your brand.

b2b (business-to-business)

B2B e-commerce sites are where businesses sell to other businesses. These platforms often have more complex requirements — like bulk pricing, account logins, VAT-specific setups, and restricted access to certain products. They’re more likely to need bespoke system integrations—you guessed it, we do that too. If you’re a wholesaler, manufacturer, supplier or service-based business, this is the option for you to streamline sales

marketplace websites

Think big. Like Amazon or Etsy big. Marketplaces host multiple vendors and allow them to list and sell products in one place. The site acts as the bridge, handling payments, customer service, and platform rules. How are they effective? By generating revenue from commission or listing fees and offering a wide product variety to attract traffic. Perfect for founders with huge goals, or niche interests where sellers can create, list and thrive.

single-product stores

Sometimes one is all you need. If less is more for your product, a single product store perfectly streamlines the user journey, giving your product the platform it needs to shine. Often with cleaner UX and zero distractions, these stores can build hype and brand identity very easily—all marketing funnels lead to one goal. Bespoke website design helps single-product stores stand out in a crowded market especially well.

subscription-based e-commerce

Sales are great, but recurring revenue from loyal customers? Not much beats that if you’re a business. Whether it’s artisan coffee, seaglass jewellery, dog treats—you name it, subscriptions are a dependable way to scale your business. These websites are built for personalised experiences, frictionless reordering and clear customer service.

build it right with Studio Illicit

At Studio Illicit, we don’t do templates. We craft tailor-made e-commerce sites that match your business model, look incredible, and convert efficiently all-year-round.

Whether you’re selling to consumers, businesses, or building a full-on digital marketplace — we’ll help you get it live, fast, and futureproofed. And it won’t look half bad either. Have a chat with us and accelerate your e-commerce journey today.