What Is the Best Jewelry Store E-Commerce Platform? 7 Options

There’s a common misconception that brick-and-mortar stores are fading away, but that’s not the case. 

While we hear about the closure of major retailers like Party City, Big Lots, and Joann Fabrics, these shifts are more about failing to adapt to changing shopping habits, rather than the rise of e-commerce platforms. More than 50% of consumers still prefer shopping in physical stores, especially for big-ticket items like electronics — and, of course, fine jewelry.

Today, it’s all about omnichannel selling, which means selling across different channels  — whether that’s in store, online, or even through social media. The goal is to make sure all of these options work together, so customers can shop however they prefer. With marketplaces like Amazon taking a chunk of your profits and forcing sellers to follow strict rules, it’s more important than ever to have your own way of reaching customers directly.

In this blog, we’ll explain why you should be selling online and walk you through seven of the best jewelry store e-commerce platforms to help you get started.

Let’s dive in.

Why You Need Your Own Jewelry Website

Selling on platforms like eBay, Etsy, Amazon, and The RealReal seems like an easy way to get started. These platforms are convenient to set up, don’t require technical expertise, and come with a built-in audience of shoppers. 

However, just because you sell on these sites doesn’t mean you automatically see a boost in sales. You still have to compete with countless other sellers, often offering similar products, which can make it difficult for your jewelry to stand out.

Here are some major downsides to relying solely on sites like these to boost your jewelry sales:

• No brand control: You’re stuck with their templates, rules, and limitations. You can’t fully control the look and feel of your store or the customer experience.
• High fees and commissions: Marketplaces take a cut of every sale. While it may seem like an easy way to get exposure, those fees add up and eat into your profits.
• Stringent and changing guidelines: Rules on these platforms can change at any time, leaving you scrambling to stay compliant. One change can disrupt your entire business.
• Poor customer service: When problems arise, you’re at the mercy of the marketplace’s support team, which can be slow or unhelpful.
• Unfavorable return policies: Many platforms favor the customer (even when they don’t follow the return policy), which can lead to headaches for you as a seller.
• Payout delays: Getting paid on time can be a challenge. Some marketplaces have long wait times before releasing your earnings, which affects cash flow. Sometimes people report being charged fees they weren’t aware of or don’t receive their deposits at all until they contact seller services… several times.
• Extra fees for their marketing: Yes, these websites run marketing campaigns via their website and emails, where they feature different sellers. The best sellers get preferential treatment and there are often heavy fees to be featured in their promotions.

Having your own website means full control over your brand, sales, and customer experience. If you’re feeling confident enough to build your own site, keep reading for some strong choices to consider. 

Related Read: How To Create a Jewelry Website (& Boost Profits)

How To Choose the Right Jewelry Store E-Commerce Platform for Your Business

Choosing the right e-commerce platform for your jewelry store is a big deal. It impacts your sales, customer experience, and how smoothly your business runs, so make sure to pick the right one. Here are a few things to keep in mind as you make your decision:

1. Ease of use: The platform should be easy to set up and manage, especially if you’re not a tech expert. Look for features like drag-and-drop builders and templates you can easily customize to match your brand.
2. Customization and design flexibility: Jewelry is all about the visuals. You need a platform that lets you showcase your pieces with high-quality images and customizable product pages to make them stand out.
3. Inventory management: Jewelry stores often juggle different stock levels, sizes, and custom orders. Find a platform that helps you manage all that easily, without losing track of anything.
4. Payment processing: Your platform should support different payment options like credit cards, PayPal, and even buy now, pay later (BNPL) options like Klarna and Afterpay. You need to offer your customers secure and smooth transactions.
5. Mobile-friendly design: With so many shoppers browsing on their phones, make sure the platform you choose is mobile-optimized to provide a great shopping experience on any device.
6. Customer support and resources: Problems will pop up — when they do, you want fast support and easy access to resources like a knowledge base or help center.

Picking the right platform means finding the one that aligns with the unique needs of your jewelry store and helps your business grow. Here are some great options to consider.

1. Shopify — For New and Growing Jewelers

Shopify is one of the most popular e-commerce platforms in the U.S., holding 32% of the market share and powering over 4 million websites worldwide. It’s a solid choice for new and growing jewelry store owners because it’s easy to set up, even if you don’t have a technical background. 

Shopify offers customizable templates, drag-and-drop features, and built-in payment processing, making it simple to get your online store up and running quickly. As your business grows, Shopify provides the flexibility to expand with you, offering integration options with multiple sales channels like social media and marketplaces.

Key features:

• Easy setup with drag-and-drop functionality
• Built-in payment processing
• Integration options with multiple sales channels (social media, marketplaces, etc.)
• A wide range of plugins and apps, though not always tailored for jewelry-specific needs

Why it works for jewelers: Shopify’s design flexibility makes it easy to showcase your jewelry in high-quality images, create detailed product descriptions, and categorize your items for a smooth customer experience. The platform also includes inventory tracking and analytics tools that help you manage your business more efficiently. For new sellers, it’s a great option to get started without a steep learning curve.

Cons:

• Lack of specialization for jewelry stores: Shopify is a general platform designed for a wide range of industries. While it works for many businesses, it doesn’t always meet the unique needs of jewelry stores, like managing custom orders or tracking one-of-a-kind pieces.
• Difficulty standing out: With so many retailers using Shopify, it can be tough to make your jewelry store stand out from the competition.
• Less personalized support: Because Shopify serves such a large number of users, the customer support experience may feel less tailored to your specific needs.
• High fees and commissions: While Shopify does provide a lot of tools, there are often additional fees for apps or certain features that gnaw at your profit margins.

2. BigCommerce — For Jewelers Who Need Scalability

BigCommerce is another e-commerce platform that offers a lot of features for jewelry store owners. One of its biggest advantages is its scalability — it’s designed to grow with your business. This makes it a great choice for jewelers who need an e-commerce platform that  handles more complex needs as their business expands. BigCommerce gives you the tools you need to scale without worrying about outgrowing the platform.

Key features:

• Unlimited product options and variants (perfect for custom jewelry)
• Advanced reporting and analytics
• Seamless integration with Google Shopping and other marketing tools
• No transaction fees, even with third-party gateways

Why it works for jewelers: BigCommerce’s advanced features, like multicurrency support and customizable checkout options, are perfect for jewelers looking to expand their reach. If you offer customized or made-to-order pieces, BigCommerce makes it easy to manage product variations and inventory without hassle. These features allow you to scale quickly and provide a better experience for your customers.

Cons:

• Learning curve: BigCommerce has more advanced features than some other platforms, which can make the setup process a bit more complicated for beginners. You may need some technical know-how or professional help to fully take advantage of the platform’s capabilities.
• Design limitations: While BigCommerce offers flexibility, its design templates feel a bit rigid compared to more customizable platforms. You might need to use third-party tools or hire a designer to create a unique look for your jewelry store.
• Transaction fees on lower plans: While BigCommerce doesn’t charge transaction fees on higher-tier plans, users on lower-tier plans still encounter these fees that cut into their margins.

3. Jewel360 — For Jewelry Stores, Specifically

If you’re looking for a platform designed specifically for jewelry stores, Jewel360 could be the perfect fit for your business. Jewel360 is built with the unique needs of jewelers in mind, offering a comprehensive solution that covers everything from inventory management to custom jewelry design features — all in one platform. 

Unlike general e-commerce solutions, Jewel360 is laser-focused on jewelry stores, so you get tools and features that cater directly to your business needs. Plus, the platform’s smaller user base means you get more personalized support and quick issue resolution, which is a big plus when you need assistance.

One of the major advantages of Jewel360 is that its pricing is customized to fit your needs, so you only pay for what you use. Whether you’re just starting out or scaling your business, the platform adapts to your requirements. 

The integrated website builder also eliminates the hassle of juggling multiple plugins, making it easy to create a professional and fully functional online store without the complexity of third-party tools.

Key features:

• Inventory management tailored for jewelry stores
• Customizable design options and store templates to showcase your jewelry beautifully
• Point of sale (POS) integration to sync online and offline sales seamlessly
• Integrated marketing and search engine optimization (SEO) tools specifically for jewelry businesses
• Built-in website builder to avoid the hassle of multiple plugins

Why it works for jewelers: Jewel360’s focus on the jewelry industry ensures that it addresses specific challenges like managing stock, offering custom designs, and providing a polished online shopping experience. 

Its user-friendly interface and powerful e-commerce capabilities help you keep your operations running smoothly while focusing on your jewelry. The built-in website builder makes setup simple, so you won’t need to rely on third-party tools. Jewel360’s excellent customer support is often praised by users because of  the fast and personal attention they receive.

Cons:

• Learning curve: Because Jewel360 is a comprehensive platform with many specialized features, there may be a slight learning curve at the beginning. However, the platform’s dedicated support team is available to help guide you through any challenges, ensuring you get the most out of the platform.

4. Wix eCommerce — For Novice Website Builders

Wix is best known for its easy website building, but its e-commerce solution also works well for smaller jewelry stores. If you’re just starting and need an affordable, user-friendly way to get your jewelry store online without a steep learning curve, Wix is a solid option. It’s perfect for stores that don’t need complex features, but still want a professional-looking site.

Key features:

• Drag-and-drop builder for easy customization
• A variety of templates designed for online jewelry stores
• Integrated marketing tools (email campaigns, social media integration, etc.)
• Secure payment processing

Why it works for jewelers: Wix is great for jewelry store owners who want a simple setup with little technical hassle. Its intuitive interface makes it easy to create a beautiful, functional site without a big investment. If you’re starting small and need basic e-commerce tools, Wix is an affordable and effective option to get your jewelry store up and running.

Cons:

• Limited advanced features: While Wix is great for small stores, it doesn’t offer the advanced customization and features that larger jewelry businesses need as they grow.
• Scalability issues: As your jewelry store expands, Wix may not be able to accommodate more complex needs — like advanced inventory management or high-volume sales — without hitting limitations.

5. Squarespace — For Jewelers Who Value Sleek Website Design

Squarespace is known for its stunning, design-forward templates, making it an excellent choice for jewelry stores that prioritize aesthetics. If you’re looking to showcase your products in a visually striking way while building a brand that stands out, Squarespace might be the platform for you.

Key features:

• Stunning templates optimized for jewelry stores
• Built-in blogging tools (great for content marketing)
• Integrated email campaigns and SEO tools
• Easy-to-use inventory management

Why it works for jewelers: Squarespace is perfect for jewelry store owners who value design. The platform’s emphasis on aesthetics means your jewelry will take center stage in a way that’s both visually appealing and user-friendly. You can easily create a website that’s appealing and functional — essential for jewelers who need to capture attention in a competitive market.

Cons:

• Limited scalability: As your business grows, Squarespace lacks the advanced features needed for larger stores, especially when it comes to more complex inventory or customizations.
• Transaction fees: Unlike some other platforms, Squarespace charges a transaction fee on certain plans, which can cut into your profits.

6. WooCommerce — For WordPress Users Looking for Flexibility

If you're already familiar with WordPress, WooCommerce is an excellent choice for turning your site into a fully functional jewelry store. This free plugin offers incredible customization and flexibility, allowing you to have full control over your website’s design and features. WooCommerce is ideal for jewelry store owners who want to build a highly tailored online store.

Key features:

• Full customization options (perfect for a unique jewelry store)
• Seamless integration with WordPress themes
• Variety of plugins specifically for e-commerce and jewelry
• Strong SEO capabilities to help your site rank

Why it works for jewelers: WooCommerce is all about customization. If you’re tech-savvy (or have a developer on hand), it allows you to design your store exactly how you want, from selling custom jewelry to integrating social media and managing orders. It’s a great solution for jewelry stores that need flexibility in how they operate and present their products.

Cons:

• Technical expertise required: While WooCommerce offers tons of customization, it’s not the easiest option for beginners. You need some technical skills or a developer to fully take advantage of its features.
• Additional costs: While the plugin is free, many essential add-ons and extensions (like payment gateways, shipping tools, and security features) come at an extra cost, which can add up over time.
• Maintenance: WooCommerce requires regular maintenance and updates to keep your store secure and running smoothly. This is time-consuming if you’re not tech-savvy.

7. Adobe Commerce (Magento) — For Large Jewelry Stores With Complex Needs

Adobe Commerce (previously Magento) is an open-source e-commerce platform that’s often chosen by larger businesses with complex needs. While it requires more technical knowledge to set up and manage, Adobe Commerce offers incredible flexibility and scalability for businesses with a high volume of sales, or for those selling a wide range of jewelry items. If you’re running a large jewelry operation and need a platform that can handle intricate demands, Adobe Commerce might be the right choice.

Key features:

• Highly customizable (great for large inventories)
• Advanced features for managing orders, customer data, and shipping
• Integrates with a variety of third-party tools and extensions
• Powerful SEO tools to help your store rank higher

Why it works for jewelers: Adobe Commerce is perfect for jewelry businesses that need full control over their online store and its features. It’s especially useful if you have a large catalog of jewelry items or offer customization features for your customers. Adobe Commerce also excels at handling high traffic and large transaction volumes, making it a great choice if your store is growing rapidly and needs a platform capable of scaling.

Cons:

• Requires technical expertise: Adobe Commerce’s flexibility comes with a steep learning curve. You need either technical experience or a developer to set up and maintain the platform properly.
• Time-consuming setup: Setting up an Adobe Commerce store takes longer than other platforms due to its complexity. If you need a quick launch, this might not be the best option.
• Ongoing maintenance: Adobe Commerce requires regular updates, monitoring, and adjustments to ensure security and performance which takes time.

While Adobe Commerce provides unparalleled customization, it’s not the best choice for everyone. Its technical demands can be overwhelming for smaller stores or those with limited resources. If you’re running a smaller or growing jewelry store, you may want to consider an e-commerce platform that offers easier setup and specialized tools designed for jewelers.

Related Read: How To Organize Jewelry Inventory: 5 Effective Tips

Choose the Right E-Commerce Platform for Your Jewelry Store

When it comes to picking the best jewelry store e-commerce platform, the right choice depends on your business size, goals, and technical expertise. To help narrow down your options, be sure to explore platforms that offer free trials and check out user reviews. Testing them firsthand gives you a better feel for what works best for your business.

If you’re looking for a platform that truly understands the jewelry industry’s unique demands, consider Jewel360. With features specifically designed for jewelers, Jewel360 can help you streamline your operations, enhance your customer experience, and grow your online presence.

For example, Jewel360 simplifies inventory management by tracking detailed product attributes and integrates seamlessly with your existing e-commerce and POS systems. It also enhances the customer experience with personalized service tools, like custom orders and repair management. Plus, its marketing and email integration tools help boost your online presence, driving higher engagement and conversion rates.

Don’t just take our word for it — Jewel360 boasts solid testimonials from jewelry store owners who have successfully elevated their businesses using our platform.

Ready to take your jewelry store to the next level? Schedule a free demo of Jewel360 today.