Non-profits do not have the same needs and requirements as for-profit businesses. Even with software specifically designed to generate revenue like an eCommerce platform, non-profits have specific platform features not every for-profit tool can cater to.
However, eCommerce platforms are increasingly aware of this challenge and have started to build feature sets that serve the non-profit segment. But this construction and delivery are spotty across a large and crowded market.
To save you from making a mistake you will regret, our team here at Enginess has put together our favourite 3 eCommerce platforms for non-profits, how to choose an eCommerce platform, and what the difference is between an eCommerce platform and an eCommerce + CMS integration.
What an eCommerce platform does
When we were putting together this list, we quickly ran into a problem: what IS an eCommerce platform?
After all, a CRM like Salesforce is responsible for generating revenue — does that make it an eCommerce platform?
To clarify things, we looked at a few common definitions.
Gartner defined eCommerce platforms as:
“A tool that facilitates purchasing transactions over the Web, and supports the creation and development of customer relationships across multiple retail, wholesale, mobile, direct and indirect sales, call center, and digital sales channels.”
They go on to say that:
“Key functionality for this technology includes the creation and management of product catalogs, Web storefronts, shopping carts, and product recommendation and personalization.”
G2 has a similar definition, saying an eCommerce platform is:
“A comprehensive software tool that allows merchants to build and manage a digital storefront for their products or services… they allow e-commerce businesses to do things like customized product information, manage web content and layout, allow online transactions to occur, and adjust the platform according to businesses’ online needs.”
So from the experts, it looks like an eCommerce platform has to do a few key things:
- Process and manage transactions online
- Build and manage a digital storefront (an eCommerce store)
- Manage inventory of said storefront
- Design and customize said storefront, from the user experience to the visual design to the personalization needed to drive an omnichannel experience.
Those are the table stakes features of an eCommerce platform.
Of course, eCommerce platforms have moved past these core functions as they have transformed from single-use applications to networked platforms, adding on additional functionality via plugins and third parties to increasingly deliver the total customer and commerce experience users expect.
Specifics tend to depend on... but generally may include:
- Marketing automation and product retargeting
- Recommendations and customization
- Subscription creation and management for subscription services
- Customer relationship management
- Advanced web hosting
- Advanced design functions
- Personalized customer experiences
- Content management
- Sell-everywhere functions (social, marketplaces, etc... )
The list goes on. The sheer number of vendors and the nature of platforms means that the functionality is essentially endless; however, most major providers will offer at least some level of the above with their product.
What to look for in an eCommerce platform
Now that we have a good idea of what they are, let’s dig into what you should be looking for.
What tool you need is going to depend on what you want the platform to do and what organizational outcomes you are hoping to achieve.
For instance, if you’re a small association who just wants a web store to sell branded merchandise and donate the profit back to your members, then you might prioritize a platform that focuses on ease of use for web design, has more all-round features and comes with great support. On the other hand, if you have a giant catalog and want to deliver highly personalized communications that tie into your platform of choice, you might need something more complex.
So rather than listing “must-have” features, here are a few questions you should consider when you’re evaluating eCommerce solutions.
How big are you planning to grow?
If your non-profit growth is fairly contained and it is not a core metric you want to measure, then buy for where you are now. You’ll be fine, and you’ll have lots of notice before you need to upgrade.
If you’re growing fast and want to build a system to last, then buy above what you need right now. For most, this will mean moving from very small business solutions into something more formal or even reaching up to enterprise solutions like Magento.
What is the organizational objective?
What is the purpose of your platform? Why are you bothering to put in this work in the first place? This is the most important thing to qualify early on so that you know what success looks like.
How much technical resource do you have access to?
You need to have a good understanding of your capabilities and what you want to outsource to agencies, consultancies, and development partners before you buy a platform. If you map those resources accurately, then you can choose a platform that matches it accordingly.
Best of the breed vs. one platform to rule them all?
How many tools do you want to manage? Generally speaking, the bigger an organization, the more they will lean towards lots of best of breed versus one size fits all. However, if your needs are pretty straight forward, or you have a standard use-case, then you’ll likely be ok with a "one size fits all" platform.
Our top three eCommerce platforms for non-profits
1. Shopify
We wouldn’t be a Canadian company if we didn’t mention Shopify. The dominant player in the online store space, they have a lot to offer as an eCommerce platform for non-profits.
Shopify is not only incredibly easy to implement, update, and use, but it’s designed specifically for online stores. So when it comes to best of breed, Shopify is that product for this space.
In terms of serving non-profits specifically, where Shopify is strong on the store side, they are weaker on specific non-profit needs.
That said, they have successfully deployed with organizations like the World Wildlife Fund, Sudara, and the Wishlist Foundation. For any organization looking to get an eCommerce function up fast and has a lot of products to sell, then Shopify is a good bet for you.
2. Snipcart
Snipcart is a great Canadian company based out of Montreal. What makes Snipcart special and unique is that you do not have to make radical changes to your website to add an eCommerce experience. Snipcart gives you the ability to add a shopping cart to your site in minutes. The platform boasts over 20,000 merchants and integrates with any site builder, CMS, and frameworks like Advantage CSP, Wordpress, and Sitefinity.
Snipcart comes with plenty of features for a member-driven organization, including recurring subscriptions, inventory management, invoicing, digital goods, tax management, and many more features.
YWCA Toronto utilized Snipcart to offer online donations and program event sales by easily integrating Snipcart into their Advantage CSP content-management system.
3. Wild Apricot
Wild Apricot is essentially the opposite of Shopify. It is built specifically for non-profits but isn’t as strong on straight-up CMS solutions like Shopify.
This is a blessing and a curse.
On the one hand, Wild Apricot comes with plenty of features for a member-driven organization, including membership and event management, email and CRM functionality, and a mobile app.
Alternatively, all that extra functionality, despite being well-loved by clients like Women Business Owners and the National Foster Parent Association, leads to a diminished eCommerce offering. It is not a bad platform, it is just not their primary focus.
There is another approach: leverage your existing CMS
Aside from all the vendors we just mentioned, there is another way — use your CMS.
The vast majority of websites have a CMS at their core, be it WordPress, Joomla, Drupal, or even Advantage CSP. So one option for eCommerce functionality is to approach it from the direction of “our CMS is the heart of our tech stack.” By using your CMS as your core, you can usually find products and services that are built on top of it (especially if you’re using a flexible platform like Advantage CSP) to give you the eCommerce functionality you need.
In short, if the content is your priority, you can keep it that way and give it an eCommerce infusion. However, what you gain in content flexibility and (usually) easy maintenance, you lose in overall functionality, since the core is still content and not a CMS.
Selecting an eCommerce platform that works for your non-profit isn’t easy. Not only can it represent a big chunk of your technology spend, but it might also be a critical part of your organizational strategy, not to mention a significant investment of your own time.
Fortunately, you don’t have to reinvent the wheel. By looking at common use cases, questions, and specific vendor success stories, you should have a better sense of what the market is for non-profit solutions, and how best to navigate them from conception to purchase.
