Introduction

Let’s get straight to the point: If your goal is to win in price wars and you don’t plan on staying at the front of your industry for the long term, then building an independent website isn’t necessary. However, if you aim to build a brand and achieve both sales and profitability, an independent official website is essential. This conclusion is based on 10 years of experience in international business and data analysis. In this article, we’ll focus on Shopify and WordPress as tools for building independent websites, as well as the shopping habits of consumers in Western markets.

Shopify: The Fastest-Growing Platform for Independent Websites

Let’s start with some data. The number of Shopify stores has grown from over 550,000 in 2017 to more than 4.61 million in 2024! In 2023 alone, Shopify facilitated over $235 billion in transactions. Shopify is often compared to Apple in the smartphone world—building a site is straightforward, fast, and even users without coding knowledge can create their own online store with ease. It’s an ideal option for beginners looking to experiment with independent websites.

WordPress: Dominating the Independent Website Market

CMS Market Share
WordPress 63.3%
Shopify 5.6%
Wix 3.7%
Squarespace 3.1%
Joomla 2.7%
Drupal 1.8%
Adobe Sys 1.6%
Google 1.1%

As the numbers show, WordPress still holds the leading position, with a commanding 63.3% market share. The key reason for its dominance is that WordPress is an open-source, free platform. It works across multiple ecosystems, offers a high level of customization, and, because of its open-source nature, provides immense flexibility. However, this flexibility also adds a layer of complexity to development. Even though there are many free themes available, creating a fully functional commercial website can be difficult without some coding knowledge.

Consumer Habits in Developed Markets Like the U.S. and Europe

Top-selling products on platforms like Amazon, eBay, and AliExpress fall into two categories. First, there are well-known brands that distribute across multiple channels, such as Canon cameras or Apple phones. The second category includes low-cost, mass-manufactured products, such as phone cases or kitchenware, often sold for just a few dollars with free shipping. These don’t rely on brand recognition but rather on price competitiveness. Interestingly, 90% of established brands make independent websites their primary sales channel.

Why? An independent website is a stable asset for a company, unaffected by changes on large e-commerce platforms. It offers total control over the customer experience, higher levels of customization, and a more consistent conversion rate compared to marketplace platforms. It also serves as the public face of the company, whether B2B or B2C, and provides better analytics, allowing businesses to track the customer journey in detail and continuously optimize for better results. Additionally, transaction fees are lower, typically around 3%, and for large sellers, these fees can be negotiated even lower.

Who Should Build an Independent Website?

Businesses or Individuals with Annual Revenue Below $1 Million

Even if you are earning less than $1 million, it’s still advisable to build an independent site. However, I don’t recommend hiring a team to do it. You can teach yourself with the vast amount of online resources available. Without considering labor costs, the annual cost for a basic website should be under $3,000, including any plugins you may need to purchase. Keep in mind that websites typically don’t get much traffic in their first year, no matter how great your content is. The key is consistent, high-quality content and long-term operation. Stick with it, and the returns will surprise you.

Businesses with Annual Revenue Between $1 Million and $10 Million

Many companies in this revenue bracket find themselves stuck, especially those entering e-commerce late. China’s population advantage is no longer as significant, and pure price competition is no longer the best strategy. To break through and grow, building a brand and an independent website becomes essential. Whether you’re in foreign trade or direct manufacturing, only a strong brand can sustain growth. In this range, you should allocate around 20% of your market budget toward building and running an independent website. Remember, conversion = infrastructure x marketing budget. You’ll need to benchmark against your competitors, collecting data to find the best revenue model for your business. If you have fewer than five people managing your website, feel free to reach out for optimal independent website solutions.

Businesses with Annual Revenue Between $10 Million and $100 Million

Companies in this range, especially in low-end manufacturing, are likely feeling the pressure of declining profits. The Southeast Asian labor market has become cheaper, and major importers in Europe and the U.S. are increasingly sourcing from other Asian countries. If you don’t build a brand, you risk shutting down. In 2022, we helped a company increase its exports by 60%—a $40 million revenue boost in one year—thanks to brand development. If your company is in this range, you should at least have a dedicated marketing team for your independent site. It’s much more effective than waiting for orders on platforms like Alibaba.

Businesses with Annual Revenue Between $100 Million and $1 Billion

These businesses typically excel in their industries, yet many still haven’t invested significantly in branding. More often, the focus should be on operational SOPs and understanding international culture to improve site content and marketing strategies. Solutions need to be tailored to specific challenges.

Conclusion

No matter the size of the company, if you’re involved in international trade, having an independent website is a must. The only question is how much you’re willing to invest. Website development can cost anywhere from $500 to $500,000. Many believe it takes a fortune to build a good site, but that’s not always true. In future articles, we’ll explain the difference between a $500 and a $500,000 website in more detail.