Roast, Sell, Ship: The Complete Guide to Setting Up Your Coffee E-commerce Store
E-commerce is revolutionizing the coffee industry. Coffee shops and roasters that embraced online sales have seen remarkable growth—subscription sales surged by 109%, and coffee equipment purchases increased by 11% following the 2020 shift to e-commerce. For coffee professionals, selling online isn't just a short-term pivot; it's a long-term revenue strategy.
If you're ready to take your coffee business digital, this guide will help you navigate the process. From selecting the right e-commerce platform, setting up a seamless roasting and fulfillment operation, and creating an engaging customer experience that drives repeat sales.
The Business Case for Coffee E-commerce
Launching an online coffee store provides significant advantages beyond in-person sales. Here’s why e-commerce is a game-changer for coffee businesses:
New Revenue Opportunities: Adding an online store allows you to generate sales beyond your café or roastery, increasing financial stability and diversifying income streams.
Sell Beyond Geographic Limits: Your reach isn’t limited to foot traffic. With an e-commerce platform, your coffee can be enjoyed by customers across the country—or even worldwide.
Full Control Over the Customer Experience: Unlike selling through a grocery store or wholesale channels, e-commerce lets you own every aspect of the customer journey—from pricing to packaging to branding.
“Ecommerce saved us from going out of business because of COVID. In 2020, our online sales surged 250%, and our subscription service grew to over 100 customers. It’s now our primary focus.”
— Scott Weigand, Brave Coffee Co.
Choosing the Right E-commerce Platform
Selecting the best e-commerce platform is critical. Here are five top options:
Shopify
Best for: Coffee professionals looking for a powerful, all-in-one ecommerce platform.
Key Features: Customizable website templates, built-in sales channels, third-party app marketplace.
Pricing: Free 14-day trial, plans start at $29/month.
Squarespace
Best for: Coffee brands that prioritize design and visual storytelling.
Key Features: Beautiful website templates, intuitive drag-and-drop builder, built-in analytics.
Pricing: Starts at $26/month.
Square Online
Best for: Coffee shops already using Square’s in-store POS.
Key Features: Syncs with POS system, integrates with social media sales channels.
Pricing: No monthly fees, 2.9% + 30¢ per transaction.
Weebly
Best for: Small roasters with a simple product catalog.
Key Features: User-friendly website builder, affordable pricing, Square-powered ecommerce.
Pricing: Free basic plan; paid plans start at $6/month.
WooCommerce
Best for: Coffee businesses with an existing WordPress site.
Key Features: Fully customizable, extensive plugin support, multiple payment options.
Pricing: Free plugin (requires web hosting and domain purchase).
Setting Up Your Roasting & Fulfillment Process
Once your ecommerce platform is in place, it’s time to build an efficient roasting and fulfillment system. Here’s how:
Optimize Your Roasting Schedule: Align your roasting schedule with order fulfillment needs. Whether you roast daily or in batches, ensure consistency and freshness for online orders.
Define Your Fulfillment Workflow: Establish clear steps for order fulfillment, such as:
Customer places an order.
Coffee is roasted (if applicable) and packaged.
Order is shipped with tracking details.
Customer receives notifications at each step.
Streamline Your Shipping Strategy: Shipping is one of the biggest challenges in coffee ecommerce. Here’s how to optimize it:
Flat-Rate Shipping: Many coffee businesses charge a standard $5 shipping fee and absorb some costs to keep prices predictable.
Discounted Shipping Services: Platforms like Shippo, Shipstation, and Pirate Ship help lower costs.
Free Shipping Thresholds: Encourage larger purchases by offering free shipping on orders over a set amount.
“We signed up for discounted shipping services like Shippo to save costs, which was one of our biggest challenges at the start.”
— Ron Grieco, Stacks Espresso
Creating a Standout Online Customer Experience
The success of your coffee ecommerce business depends on delivering an outstanding customer experience. Here’s how to stand out:
Prioritize Simplicity: Make it as easy as possible for customers to complete a purchase. Use clear product descriptions, simple checkout options, and a seamless mobile experience.
Sell the Experience, Not Just the Product: What makes your coffee unique? Share the story behind your beans, your sustainability efforts, and your roasting philosophy. Consider:
Personalizing orders with handwritten notes.
Sending follow-up emails with brew guides.
Offering exclusive perks for repeat customers.
“We took intentional steps to make sure our website made it easy to understand our products. Since we don’t have an opportunity to explain things in person, the site has to do the talking.”
— Patrick Morrow, This Little Bean of Mine
The Future of Coffee Ecommerce
Previously, the biggest hurdle for new and existing coffee entrepreneurs was learning to roast. Bellwether Coffee has eliminated that barrier with our electric, ventless commercial coffee roaster, giving you full control over your product, sustainability, and brand.
Launching an e-commerce coffee store is easier than ever. You can build a thriving online business by selecting the right platform, optimizing your roasting and fulfillment operations, and crafting an exceptional customer experience. Ready to start roasting and selling online?
