Whether you’re a craft soda startup, a specialty coffee roaster, or a DTC wine label, selling online is not a ‘nice to have’: it’s the heart of the business.
And the good news is that platforms like Shopify, Squarespace and WooCommerce have made launching an online store easier than ever.
But e-commerce needs to be carefully integrated into the business.
Why ecommerce is essential
Ecommerce is booming. And it’s a key opportunity for beverages.
“Online shopping isn’t just growing, it’s surging. Over a third of consumers shop online weekly, with over 20% of all purchases in 2025 are expected to be digital,” said Dave McEvoy, CEO of web developers DMAC Media, a Manchester, UK based company that specializes in not only building websites but also optimizing brands’ presences online.
“For beverage businesses, the opportunities are huge. Ecommerce offers flexibility you simply can’t get in brick-and-mortar: test new SKUs, roll out limited-edition flavors, or launch seasonal packs, all with real-time feedback and zero shelf space constraints.
“Plus, as localism gains traction, many consumers want to support independent brands online. A strong e-commerce presence lets you compete with global distributors while keeping your brand personality front and center.”
The real challenge: Integrating your e-commerce platform
Nowadays, getting a store online is the easy part. What becomes important is connecting that store with other systems like your POS, inventory management software, logistics or accounting tools.
“Let’s say you’re using Shopify to sell online and Lightspeed in your physical store,” McEvoy. “You want your stock levels to sync automatically, orders to flow into Xero, and customer invoices to be sent without manual input. That’s when ecommerce integration becomes incredibly useful, but also complex.
“Even small improvements like automating order exports into your accounting system can save thousands of pounds a year in time and labour. But making it happen isn’t always plug-and-play.”
Why is integration so difficult?
While ecommerce platforms offer APIs (application programming interfaces) to connect with other software, those APIs aren’t magic wands.
“They require someone with the technical know-how to build a “translator” i.e. a solution that understands both systems and makes sure data moves cleanly and securely between them," said McEvoy.
“For example, your inventory system might call a field “Units in Stock,” while Shopify calls it “Available Quantity.” These differences matter. Without a proper map of how data fields align, integrations can fail or produce messy results like selling a product online that’s already out of stock in your warehouse."
Dave's top tips for seamless ecommerce integrations
1. Start with the right tools
Choose reputable ecommerce and business platforms that offer well-documented APIs and proven integrations.
2. Map your data carefully
Before building anything, sit down and define what information you need to move between systems, for example, inventory, order details, customer data and payment status. Map these out clearly, including naming conventions and update frequency.
3. Test, test, test
Even simple integrations can take one to two full days to get right. Before launching, test with real data and edge cases. Did your inventory sync correctly when you sold a six-pack? Did the invoice get created and sent?
No one understands your business better than you, so you should validate every step, even if someone else builds the integration.
4. Prioritise security
Beverage ecommerce means handling sensitive customer info: names, addresses, and sometimes payment details. Your integrations must use secure APIs with authentication keys and access controls. If your system allows anyone with a URL to access data, that’s a serious vulnerability.
Make sure both platforms support encrypted transmission and secure user authentication. Security isn’t just a box to tick, it’s a trust issue with your customers.
Integration is a growth tool
For beverage brands aiming to grow online, integration is a competitive advantage. It enables automation, reduces manual work, cuts errors, and improves the customer experience.
“Yes, it takes effort. Yes, it can be technical. But when done right, it frees you up to do what you do best: build a brand, delight your customers, and sell more drinks,” said McEvoy.