Stop Wasting Cash: Hire eCommerce Developers The Smart Way

Stop Wasting Cash: Hire eCommerce Developers The Smart Way

Too many entrepreneurs and small business owners dive into hiring eCommerce developers headfirst without a clue. The result? Wasted money, lost time, and a website that looks like it was designed in 1998 by a colour-blind badger.

Let's try and avoid that.

Before You Even Think About Hiring

This is where half the battles are lost. Before you even type “eCommerce developer” into Google, you need to do some thinking. Hard thinking.

What Problem Are You Trying to Solve? (Hint: It's Not “I Need a Website”)

“I need a website” isn't a problem. It's a presumed solution. What's the actual business pain?

• Are your sales flat?
• Is your current site a conversion black hole?
• Can customers not find what they need?
• Are you spending hours on manual tasks that software could handle?

Get specific. “My current checkout process is so clunky, we're losing 40% of customers at that stage.” That's a problem a developer can help solve. “I need a fancy animated homepage” is a wish, often a daft one.

Focus on the business goal, not the feature list you think you need.

Know Your Budget – And Be Brutally Honest About It

This one always gets a laugh. Everyone wants a Ferrari. Not everyone can afford the petrol, let alone the car. Be realistic about what you can spend.

And it's not just the upfront cost of the build. What about:

• Ongoing maintenance?
• Plugin subscriptions?
• Hosting that doesn't fall over during your peak sales hours?
• Future tweaks and minor improvements?

These aren't “nice-to-haves.” They're essentials. Factor them in, or you're just kicking the can down a fancy-house road.

Define “Success” – If You Don't Know What It Looks Like, How Will They?

If you don't know where you're going, any road will get you there. And usually, that road is paved with disappointment and wasted invoices.

What does “success” look like for this project?

• “Increase online sales by 20% within 6 months.”
• Reduce shopping cart abandonment rate from 40% to 20%.
• “Decrease time spent manually updating inventory by 10 hours a week.”

These are measurable. Tangible. Something you can track. “A beautiful website” is subjective and means nothing regarding business results.

Do You Need Custom, or Will Off-the-Shelf Do (For Now)?

Ah, the siren song of “bespoke.” Everyone thinks their business is unique and needs an entirely custom-built eCommerce monolith. Nine times out of ten, they're wrong. Especially when starting.

Platforms like Shopify, BigCommerce, or WooCommerce (for WordPress) have come a long way.

• Shopify developers can get you up and running quickly.
• WooCommerce developers offer flexibility if you're already on WordPress.

Yes, they have limitations. However, many small businesses offer 80% of what you need for 20% of the cost and headache of a complete custom build. Can you test your market, get sales flowing, and then consider custom when you have the revenue and data to justify it? You'd think that would be obvious.

Don't let ego drive your tech decisions. Start lean and prove the concept.

Where Do You Find These People? (And Who to Avoid)

All right, you've done your homework. You know what you need (roughly). Now, where do these mythical eCommerce developers actually hide?

Freelancers vs. Agencies vs. In-House: A Quick, No-Nonsense Breakdown

• Freelance eCommerce developer:
  • Pros: Often more affordable, direct communication can be very specialised.
  • Cons: Reliability can be an issue (the “disappearing freelancer” act), and you're managing capacity limits directly. It might be a one-trick pony.
  • Best for: Specific tasks, smaller projects, if you have some tech-savviness yourself.
• eCommerce Development Company / Agency:
  • Pros: More resources, broader skill set (design, UX, multiple developers), project management often included, and more accountability (in theory).
  • Cons: More expensive, can be slower, you might get the junior team after the sales pitch from the seniors. Watch out for the “one-man band” pretending to be a bigger agency.
  • Best for: Larger projects, complex integrations, if you want a “one-stop shop” (though be wary of jacks-of-all-trades).
• In-House Developer:
  • Pros: Deeply embedded in your business, always available (again, in theory), entirely dedicated.
  • Cons: Most expensive option (salary, benefits, recruitment), hard to find good ones, what do they do when there's no development work?
  • Best for: Established businesses with ongoing, significant eCommerce development needs and the budget to support them.

There's no single correct answer. It depends on your project, budget, and how hands-on you want to be.

The Usual Suspects: Job Boards, Platforms, and Marketplaces

You know the names: Upwork, Fiverr (use with extreme caution for anything complex), Toptal (pricier, claims to vet heavily). Then, there are general job boards like Indeed and LinkedIn.

The challenge with these platforms? Noise. You'll get a hundred proposals, and ninety-five will be utter garbage. You need a very clear brief and a robust vetting process (more on that later) to sift through the chaff.

Look for specialist eCommerce communities or forums, too. Sometimes, you find talent lurking there.

The Power of the Referral (If You Can Get One That's Not from Their Mum)

A genuine referral from a trusted source is worth its weight in gold. Someone who has actually used the developer or agency and had a good experience.

How do I get them?

• Ask other business owners in your network.
• Enquire in industry groups (but be wary of self-promotion).
• If you admire another small business's eCommerce site, find out who built it (if they'll tell you).

Don't just ask, “Who do you recommend?” Ask, “Who have you worked with that delivered on time, on budget, and actually understood your business needs?” Big difference.

Red Flags So Big They Have Their Own Postcode

Some developers (or people pretending to be developers) make it easy for you. They wave their incompetence around like a flag at a parade.

• Vague Answers: If they can't clearly explain their process, their experience, or how they'd approach your project, run.
• Obsession with Jargon: Using overly technical language to confuse or impress you is a classic trick of the insecure or the charlatan. If they can't break it down, they either don't understand it or don't want you to.
• No Portfolio (or a Terrible One): “I'm great, trust me” doesn't cut it. They need to show you live, functioning eCommerce sites they've built. If their portfolio links are broken, look amateurish, or are just templates they've tweaked slightly, that's a no.
• Terrible Communication: Slow responses, poor English (if you need English), inability to understand your brief. If communication is a struggle before you've paid them, imagine what it'll be like after.
• The “Yes Man” Developer: This is one of my pet peeves. You suggest a ridiculous feature, and they nod and say, “Yes, we can do that!” without any pushback, without asking why, NOT considering the impact on budget, timeline, or user experience. They're either desperate for the work or clueless. A good developer will question, challenge (politely!), and offer better alternatives.

Trust your gut. If something feels off, it usually is.

Vetting eCommerce Developers: It's Not Rocket Science, But It's Close Enough.

So, you've got a shortlist. The real fun begins: figuring out if they know what they're doing.

Beyond the CV: Looking at Actual, Tangible Work

I cannot stress this enough: CVs are mostly fiction, especially in tech. A list of acronyms (PHP, JS, React, AWS, XYZ…) tells you nothing about their ability to build a functioning eCommerce store that makes you money. This “CV Worship” drives me mad. Who cares if they've touched Magento? If they can't show you a live Magento site they built that works well?

Demand to see their portfolio. Not just screenshots. Live sites.

• Click around. Is it intuitive?
• Is it reasonably fast? (Use Google PageSpeed Insights if you want to get technical.)
• Does it look professional and instil trust?
• Try out the checkout process (if it's a demo store or you can buy something small). Is it smooth?
• Does it work on your mobile? (It's shocking how many still get this wrong.)

Look for work relevant to your needs. If you need a complex Shopify Plus build, a portfolio full of basic brochure sites isn't going to cut it.

The “Technical” Interview – For Non-Technical Founders

You don't need to be a coding wizard to interview a developer. Your goal is to assess their problem-solving ability, communication skills, and how they think.

Good questions to ask:

• “Walk me through how you'd approach building [a key feature you need]. What are the steps involved?”
• “What potential challenges do you foresee with this project?” (If they say “none,” they're lying or naive).
• “Tell me about a time a project went wrong. What happened, and what did you learn?”
• “How do you ensure the eCommerce sites you build are secure and perform well?”
• “If we wanted to integrate [a specific third-party tool, like a CRM or email marketing platform], how would you go about that?”
• “Explain [a relevant eCommerce concept like ‘headless commerce' or ‘API integration'] to me as if I were a complete beginner.”

Straight Talk: If they can't explain complex ideas in simple terms, they either don't understand it well enough or are poor communicators. Both are bad news for you. Listen for clarity, logical thinking, and an ability to anticipate issues.

Test Projects: Worth the Hassle?

Yes, a small, paid test project can be incredibly revealing for any significant hire. Don't ask for free work; that's just rude. But a defined, limited task that reflects the kind of work you'll need.

Examples:

• “Build a custom Shopify section with these specific requirements.”
• “Fix this known bug on our current WooCommerce site.”
• “Develop a small feature for an existing application.”

What to look for:

• Did they understand the brief?
• Was the work delivered on time?
• How was their communication during the project?
• Was it clean and well-documented? Could you get someone knowledgeable to review the code? (Often not feasible for small business owners, but worth it if you can).

Even without a code review, how they handle a small, real-world task tells you volumes.

Checking References: Don't Just Ask “Were They Good?”

References are crucial, but most people do them badly. “Were they good?” will get you a “Yes.” Useless.

Ask specific, probing questions:

• “Can you describe the project [Developer's Name] worked on for you?”
• “How was their communication throughout the project? Were they proactive?”
• “Did they stick to the agreed budget and timeline? If not, how were discrepancies handled?”
• “What was their biggest strength on your project?”
• “What was their biggest weakness, or an area they could improve?” (Even good developers have these).
• “How did they handle unexpected problems or changes in scope?”
• “Would you hire them again for a similar eCommerce project? Why or why not?”
• “Were there any frustrations working with them?”

Listen carefully to how things are said, not just what is said. Hesitation can be telling.

Do They Understand Business? Or Just Code?

This is critical for eCommerce. Your developer isn't just slinging code; they're building a sales engine.

• Do they ask “why” you want a particular feature?
• Do they offer suggestions to improve conversions, user experience, or efficiency?
• Can they talk intelligently about things like Average Order Value (AOV), Customer Lifetime Value (CLV), or SEO implications of their work?
• Do they seem interested in your business goals or just the technical spec?

A developer who thinks like a business partner is rare and incredibly valuable. One who just wants a list of tasks to complete is a code monkey. You want the former.

The Nitty-Gritty: Contracts, Communication, and Not Getting Fleeced

You've found someone who seems competent. Excellent. Please don't mess it up with sloppy agreements and poor communication.

The Project Brief: Your Single Source of Truth (Make It Good)

Remember that homework you did at the start? This is where it pays off. Your project brief needs to be as clear and detailed as possible. Ambiguity is the enemy.

What to include:

• Project Overview: What you're building and why.
• Key Objectives: What does success look like (those measurable outcomes)?
• Target Audience: Who is this site for?
• Scope of Work: Detailed list of features and functionalities. What's in, what's out? Be explicit.
• Technical Requirements: Platform (Shopify, Magento, custom), specific integrations needed.
• Design Guidelines: Branding, mockups, if you have them, or examples of sites you like (and why).
• Deliverables: What will they actually hand over? (e.g., fully functioning website, source code, documentation).
• Timeline: Desired launch date and key milestones.
• Budget: Your realistic budget.
• Assumptions: Any assumptions you make (e.g., “content will be provided by us”).

The more effort you put into the brief, the smoother the project will go.

Contracts & Agreements: Don't Skimp on This Bit

“My mate Dave is doing it; we don't need a contract.” Famous last words. Even for small projects, get something in writing. For larger ones, a proper contract is non-negotiable. This isn't about mistrust; it's about clarity for both sides.

Key clauses:

• Detailed Scope of Work: Reference your project brief.
• Payment Terms: How much, when, and how (e.g., 50% upfront, 50% on completion, or milestone payments). This helps avoid opaque pricing.
• Intellectual Property (IP) Ownership: Who owns the code and design once paid for? (It should be you).
• Timelines & Deliverables: Specific dates for milestones and final delivery.
• Support & Maintenance: What level of support is included after launch, and for how long? What are the costs for ongoing support?
• Confidentiality: If they're handling sensitive business data.
• Termination Clause: How can either party end the agreement if things go south?
• Change Request Process: How will changes to the scope be handled (and priced)?

Getting a solicitor to review it isn't a bad idea if you're looking at a significant investment. Understanding what a good agency provides in its proposals can be insightful if you need clarity on your project's scope and potential costs before you even get to this stage. Some firms, like ours, Inkbot Design, offer a quote request process that aims for that upfront clarity.

Setting Up for Smooth Communication (Before the Fan Gets Hit)

Agree on communication before the project starts.

• Preferred Channels: Email? Slack? Project management tool? Phone calls (use sparingly)?
• Response Times: What's a reasonable expectation for replies?
• Regular Updates: Daily? Weekly? What format? A brief email is often enough.
• Point Person: Who is the primary contact on your side and theirs? Avoid “too many cooks.”

Document this. It prevents a lot of “I thought you said…” later.

Milestones, Payments, and Keeping a Lid on Scope Creep

For any project longer than a week or two, break it down into milestones.

• Milestone 1: Homepage design and core functionality.
• Milestone 2: Product pages and category setup.
• Milestone 3: Checkout process and payment integration.
• Milestone 4: Testing and bug fixes.

Link payments to the successful completion of these milestones. It keeps the developer motivated and gives you control.

And then there's scope creep. The dreaded “Can you just…?”

• Can you just add a blog?
• “Can you just integrate this obscure accounting software?”
• “Can you just make the logo bigger… no, smaller… no, to the left?”

These “small” requests add up. A good contract will have a change request process. If you ask for something outside the original scope, it needs to be quoted as a separate item with its own cost and timeline impact. Be firm but fair.

The Elephant in the Room: How Much Should This Actually Cost?

Ah, the million-dollar question. Or, hopefully, a bit less.

The Annoying Answer: “It Depends” (But Here's Some Real Talk)

It does depend. There's no “standard price” for an eCommerce website. Key factors:

• Complexity: A simple Shopify store with a few products differs from a custom Magento build with multiple third-party integrations, multi-language support, and complex shipping rules.
• Platform Choice: Shopify developers might charge differently than Magento developers due to their different skill sets and platform complexities. Custom builds are usually the most expensive.
• Experience Level of Developer: A seasoned pro with a track record of success will (and should) cost more than a junior fresh out of a coding bootcamp. You often get what you pay for.
• Location of Developer: Rates vary wildly by country. A developer in Southeast Asia will likely be cheaper per hour than one in London or New York. But consider time zone differences, language barriers, and quality control.
• Scope of Services: Is it just development? Or does it include design, UX, SEO setup, content migration, and training?

Anyone who gives you a price without understanding these things in detail for your project is just guessing.

Understanding Developer Rates: Hourly vs. Fixed Project

• Hourly Rate:Pros: Flexible if the scope is likely to change; you only pay for time spent. Good for ongoing work or small, undefined tasks.
• Cons: Budget can spiral if not managed tightly, less predictability. Requires trust.
• Fixed Project Price:Pros: Predictable budget (if the scope is well-defined and doesn't change!), clear deliverables tied to cost.
• Cons: Less flexible if you need to pivot. A developer might build a buffer for unforeseen issues, potentially making it more expensive than hourly if everything goes smoothly. Requires an incredibly detailed initial brief.

For a well-defined eCommerce build, a fixed project price (or fixed price per milestone) often makes sense for small businesses. For ongoing maintenance or ad-hoc improvements, hourly can be better.

Are “Cheap” Developers Ever Worth It? (Spoiler: Rarely)

Everyone loves a bargain. However, hiring the cheapest eCommerce developer you can find is almost always a false economy.

• Poor Quality Code: This leads to bugs, slow performance, and security vulnerabilities.
• Bad User Experience: Drives customers away.
• Lack of Scalability: Your site breaks when you get some traffic.
• Communication Nightmares: Wasting your time trying to explain things.
• Hidden Costs: You end up paying someone else (more expensive) to fix the mess.

I once had a client – let's call him Bob – who went for the absolute cheapest quote he could find for his new online shop. Saved himself a few grand upfront, he thought. Six months later, the site was a disaster. The payment gateway barely worked with half-finished features and looked dreadful on mobile. He eventually had to pay a reputable agency (nearly double the initial “savings”) to rebuild it from scratch. He didn't just pay twice; he paid thrice when you factor in lost sales and his own stress. Don't be Bob.

Good developers cost money. Great developers are an investment that pays for itself.

Long-Term Value vs. Short-Term Spend

Think beyond the initial launch. Your eCommerce site isn't a “set it and forget it” thing. It needs updates, security patches, performance tuning, and potentially new features as your business grows.

Investing in a developer or agency that understands your business, communicates well, and writes clean, maintainable code can save you a fortune in the long run. They become a partner, not just a supplier. That relationship has value far beyond their hourly rate.

Keeping Good Developers: It's More Than Just Paying Them

So you've found a good one. How do you hang onto them, especially if they're a freelancer you want to use regularly?

Clear Briefs, Realistic Deadlines

Set them up for success. If you give them a vague brief and an impossible deadline, don't be surprised if they're not thrilled. The clearer you are, the better they can deliver.

Respect Their Expertise (But Don't Be a Pushover)

You hired them for their skills. Listen to their advice and recommendations, especially on technical matters. If they say a feature is bad for X, Y, and Z technical reasons, they're probably right.

However, it's still your business. You have the final say on strategic decisions. It's a balance.

Opportunities for Growth & Interesting Work (If Applicable)

If it's an in-house developer or a long-term freelance relationship, offering them challenging projects or the chance to learn new skills can be a great motivator. No one wants to churn out the same boring updates forever.

Prompt Payment. Seriously.

This is so basic, yet so many businesses mess it up. Pay your developers on time, every time, according to your agreed terms. It's a fundamental sign of respect. Freelancers mainly rely on that cash flow. Be a good client, and they'll prioritise your work.

What's Changed? Trends You Can't Ignore (And Some You Probably Can)

The eCommerce world moves fast. New buzzwords pop up daily. It's easy to get distracted.

The Rise of Headless and Composable Commerce

You'll hear these terms a lot.

• Headless Commerce: Separates the front end (what the customer sees) from the back end (the eCommerce engine). Allows more flexibility in creating custom user experiences across different channels (website, mobile app, etc.).
• Composable Commerce: Picking best-of-breed “microservices” for different functions (e.g., search, cart, payments) and piecing them together.

Too many small businesses get sold on these complex, expensive architectures before they have consistent sales. For most, a traditional platform like Shopify or WooCommerce is more than enough. Is headless or composable for you? If you're a small to medium business just trying to get a solid online store performing well, probably not yet. Don't let a developer talk you into over-engineering your solution because it's trendy. Ask: “What is the specific business benefit for me right now?” If they waffle, be very suspicious.

AI in eCommerce Development: Separating Hype from Helper

AI is everywhere, or so the headlines claim.

• Where AI can help: Personalised product recommendations, AI-powered search, fraud detection, chatbot customer service, and content generation (with a human editor!).
• Where it's hype (for now, for many): AI building your entire unique, complex eCommerce site from scratch with no human oversight. We're not there yet.

Ask potential developers how they realistically see AI playing a role in your project, if at all. If they start promising an AI utopia, they're probably selling snake oil.

The Enduring Importance of Mobile-First (Still!)

This isn't new, but it's incredible how many sites still offer a terrible mobile experience. More people browse and buy on their phones than ever. Your eCommerce site must be flawless on mobile. Non-negotiable. Every developer should be building with a “mobile-first” mindset. If they're not, they're dinosaurs.

A surprising number of online purchases are made on mobile devices. According to Statista, in 2023, mobile commerce (or m-commerce) sales accounted for nearly 60% of all eCommerce sales worldwide [source]. If your site isn't optimised for mobile, you're just leaving money on the table.

Security: No Longer an Afterthought (It Never Should Have Been)

Data breaches and hacking attempts are real threats that are growing. eCommerce sites handle sensitive customer data (names, addresses, payment info). Security cannot be an add-on.

• SSL certificates (HTTPS) are basic.
• Secure payment gateway integration is vital.
• Regular security updates for platforms and plugins.
• Protection against common vulnerabilities (e.g., XSS, SQL injection).

Ask developers about their security practices. If they look blank, that's a major red flag. The average cost of a data breach for a small business can be extreme – figures often range in the tens to hundreds of thousands of pounds.

So, You've Hired Them. Now What? (Managing the Relationship)

The contract is signed. Work begins. Don't just disappear.

Regular Check-ins (Not Micro-Management)

Agree on a schedule for brief updates. This keeps you informed and allows you to catch any misunderstandings early. But don't hover over their shoulder or demand updates every five minutes. Trust them to do the job you're paying them for.

Giving Constructive Feedback

Provide clear, specific, and constructive feedback if something isn't right or not what you expected. “I don't like it” isn't helpful. “The shade of blue on the buttons feels a bit too dark and doesn't quite match our branding guide – can we try this specific hex code instead?” is much better.

When Things Go Wrong (Because Sometimes They Do)

No project is perfect. Bugs will appear. Misunderstandings can happen. Address issues calmly, professionally, and as soon as they arise. Refer back to your contract and project brief. Most problems can be solved if both parties are reasonable.

Final Thoughts: It's Your Business, Your Choice

Hiring eCommerce developers isn't easy. It takes time, effort, and a willingness to ask tough questions.

• Do your homework first. Clarity is everything.
• Vet thoroughly. Don't rely on a fancy CV or a smooth sales pitch.
• Prioritise communication and business understanding, not just technical jargon.
• Don't go for “cheap.” Go for value and a good fit.
• Get everything in writing.

Ultimately, you're looking for a partner to help you achieve your business goals. Trust your gut, but always, always verify. Rushing this process is the fastest way to burn cash and end up with a digital lemon. Take your time. Choose wisely. Your business depends on it.

FAQs: To Hire eCommerce Developers

Look, finding the right eCommerce developers is a minefield. Hopefully, this has given you a clearer map. If you're tired of the theory and want to see what a design-focused approach to eCommerce looks like, you might find our web design services at Inkbot Design insightful – we believe function and form have to work together, especially online.

For more no-nonsense observations like this, browse our other blog posts. And if you're at the stage where you want direct input on defining the scope for your eCommerce project to get an accurate picture of investment, that's precisely what our request a quote process is designed for – clarity from the outset. Don't just build a website; build a sales engine.