The $4 trillion ecommerce market sounds like a dream, but those of us in the trenches know it is a different story entirely. With a big pie comes a long line of people wanting a slice.
Although scrappy start-ups can still compete in 2026, being an unoptimized one is a recipe for failure. Your ‘spare room’ set up needs an upgrade.
I’ve spent 7 years learning what is – or isn’t – worth the investment when building an ecommerce store.
From all-in-one ecommerce software that runs your shop while you sleep to essential content creation and shipping equipment, you’ll find everything you need in my 2026 ecommerce ‘Founders edit’.
Owain Williams
I’ve been building ecommerce stores since 2019. Since then, I’ve spent hours selecting products, working out storage systems, executing marketing campaigns, and repetitively packing and shipping orders. I’m always looking for smarter ways to do things and now rely on some helpful products and software to help me run the show.
Ecommerce platform
Ecommerce platforms reduce the time and costs associated with building, launching, and managing an online store.
These platforms offer ecommerce essentials like an AI website builder, product listings, and seamless integration with payment processors such as PayPal and Stripe.
Many also provide a host of other helpful tools, such as built-in CRMs for dealing with customer enquiries/complaints, integrations with print-on-demand and shipping providers, powerful AI image and text tools, and detailed store and website analytics.
My top ecommerce platform picks
Wix offers a highly flexible platform for ecommerce with a top-of-class AI website builder, access to a huge app market, and unbeatable ease-of-use. It tops our list of the best website builders in 2026.
Shopify is purpose-built for online stores and is a powerhouse of features and tools. It is a little more complex than Wix, so it is better suited to more advanced users.
Hostinger doesn’t quite offer the same ecommerce power as Wix or Shopify, but with plans starting at $2.99/mo (intro rate), all the essential ecommerce tools, and integration with print-on-demand provider Printful, it is a great choice for those just getting started.
Unlike other providers, you can sell with Square Online on its free plan. With advanced inventory management and Point Of Sale (POS) options, it is also a great choice for hybrid online/brick-and-mortar stores.
Laptops
Store owners use their laptops to design stunning online experiences, manage inventory, collaborate with employees, edit product images/videos, undertake marketing activities, and much more.
So, picking the right ‘portable HQ’ is essential.
It will need plenty of RAM (memory) to handle your heavy workload. 16GB should be a minimum, but I’ve found 32GB and up is essential if you plan on doing a lot of video/image editing.
Display quality is also essential, especially when it comes to ‘color accuracy’ – you don’t want to be describing something as ‘lime green’ when it is actually forest green. 100% sRGB or DCI-P3 coverage, and 400+ nits is what to look for here.
My top laptop picks for ecommerce stores
The Apple MacBook Pro has always been my go-to. It’s perfect for photo editing, and the battery life is brilliant. Mine is 8-years old now and still serves me well.
The Apple MacBook Air packs slightly less punch than the Pro, but it is usually good enough for most online store building/management needs. Plus, it’s lightweight, making it ideal for the travelling entrepreneur.
The Dell 14 Premium is TechRadar’s top pick on our list of the best business laptops and a great pick for ecommerce stores. With an OLED 3.2K display, its color accuracy is fantastic.
At just $299.99, those looking to set up an online store on a shoestring budget should seriously consider the affordable, but functional Acer Aspire 5.
Product videos and images
Great photos and videos help give potential customers the information they need to make a purchase. Plus, with so much competition online, engaging visual content offers businesses a way to stand out from the crowd.
Below you will find everything you need to create great product videos and images.
My top picks for product photography and videos
The iPhone 17 Pro is the top pick for many content creators and entrepreneurs. The 48MP triple-rear system packs plenty of power to create professional product and social media images and videos. However, those who want to get even more serious about content, the Sony Alpha 6700 is well worth considering.
Investing in a light box and a sturdy tripod takes the hassle and time investment out of finding the ideal lighting and backgrounds for your product shots.
Whether you’re creating informative product videos or live-streaming your TikTok shop, the tripod can also be paired with light panels and a mobile microphone for a professional-looking video finish.
Shipping and packaging
Packing orders is dull, but essential.
Finding ways to speed up the packing and shipping process not only makes your job more interesting but also frees up time to focus on growth activities such as social media and email marketing.
Note: If the idea of packing orders sends shivers down your spine, you could consider a print-on-demand service. This allows you to focus on brand building and marketing, whilst someone else deals with buying, storing, packing, and shipping your orders. Just bear in mind that with greater convenience usually comes smaller profit margins.
My top picks for shipping and packing orders
Take it from someone who has spent hundreds of hours cutting out and taping on postage labels, a thermal label printer is one of the best time-saving investments you can make for your ecommerce business. Print, peel, stick, send – life changing.
Shipping scales help limit over- or underpaying shipping costs. You can also save time and limit the mess with a packing tape dispenser. Both are simple, but essential to online store success.
Finally, sturdy shelving is key to keeping your products organized and easy to find.
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