26 Do's and Don'ts of E-commerce for Nonprofits

There are so many tips and tricks to developing an incredible E-commerce website, and it can be overwhelming to know where to begin. The following is 26 things to focus on when you are developing E-commerce features for your nonprofit organisation.

Let's start with all the things you shouldn't do:

Don'ts

1. Don't use an E-commerce platform too complicated for your organisation's skills and needs

Choose tools your team can actually manage. A simpler platform that you fully use is better than a powerful one you barely understand.

1. Don't merely copy what a similar organisation does with E-commerce

Your mission, audience, and resources are unique. Use others for inspiration, not as a blueprint.

1. Don't use E-commerce just to sell things for the sake of selling

Every product or offer should support your mission, brand, or community in a meaningful way.

1. Don't assume that your E-commerce target market is the same as the target market you've always had

Online buyers may differ from your traditional donors, volunteers, or event attendees. Research them separately.

1. Don't make a customer enquire for product pricing

Hidden or missing prices create friction and distrust. Always show clear, upfront pricing.

1. Don't have a standalone Donate Now button and expect money to roll in

Donations need context, storytelling, and clear impact—not just a button.

1. Don't sell random branded products

Avoid generic merch that doesn’t connect to your cause or audience. Irrelevant products dilute your brand.

1. Don't ignore lousy copy or product photos

Poor descriptions and bad images kill trust and conversions. Invest time in clear, compelling copy and quality visuals.

1. Don't hide shipping charges and processing fees

Surprise costs at checkout are a major reason for cart abandonment. Be transparent from the start.

1. Don't complicate the checkout process

Long forms, forced account creation, and too many steps will lose supporters. Keep checkout as short and simple as possible.

1. Don't skimp on customer service

Slow responses, unclear policies, or no support channel can damage your reputation and repeat sales.

1. Don't try and do everything at once

Launching too many products, features, or campaigns at the same time spreads your team too thin.

1. Don't try and do everything yourself

Use your team, volunteers, partners, and vendors. Outsource where it makes sense.

Now for the things you should do:

Do's

1. Do choose an E-commerce platform that integrates with what you already use

Look for connections to your CRM, email marketing, accounting, and donation tools.

1. Do find an E-commerce platform that gives you room to grow

Start small, but make sure the platform can handle more products, traffic, and features later.

1. Do use E-commerce to further your cause and expand your reach

Think beyond revenue: use products and digital offers to educate, engage, and mobilise supporters.

1. Do research outside your industry to creatively implement E-commerce ideas

Learn from successful retailers, social enterprises, and subscription services—not just other nonprofits.

1. Do sell products that align both with your brand and your target customer market

Choose items that reflect your mission and genuinely appeal to your audience’s interests and values.

1. Do show people how their donation will help your cause

Connect every purchase or add-on donation to a clear, concrete impact (e.g. “This supports one workshop for 10 students”).

1. Do ensure each product includes a detailed description and quality image

Explain what it is, who it’s for, why it matters, and what supporters can expect.

1. Do use videos to increase your sales and donations

Short clips showing your work, impact stories, or product use can significantly boost engagement.

1. Do be upfront with how much a customer is expected to pay

Include product price, shipping, taxes, and any fees as early as possible in the journey.

1. Do add features, products, marketing strategies one bit at a time

Launch, measure, learn, and iterate. Gradual improvements are more sustainable.

1. Do make test all links to make the customer experience a smooth one

Regularly check product pages, cart, checkout, confirmation emails, and donation flows.

1. Do take the time to get your SEO right

Use clear page titles, meta descriptions, alt text, and relevant keywords so supporters can find you.

1. Do keep it simple

From navigation to messaging, clarity beats complexity. Make it easy for people to support you.

Final Thoughts

Whatever E-commerce platform or strategy you have, the most crucial tip to take away from this is to start small but dream big. Focus on a few products or offers that strongly support your mission, learn from real data and feedback, and improve over time.

Above all, don't be afraid of learning from your mistakes. Every test, success, and failure will help you build a stronger, more sustainable E-commerce presence for your nonprofit.