Over the last twenty years the floristry industry has undergone a seismic shift from multiple small florists in every town and suburb turning over a small but comfortable living for their owners. To a dramatic decline in the number of florists as the Order Gatherers, Cheap Cut Flowers in Supermarkets, convenience stores and Petrol stations all take the market share away from the traditional florist.
However it’s not just the abundance of cheap flowers in supermarkets and the order gatherers that have caused this shift.
If you want to survive as a florist you need to embrace ecommerce, and you need to do it well. Customers expect that they can google your florists name and order from you online. They also expect that they will have a seamless experience, that the site will accept a credit card and it’s as good experience or even better than the relay networks.
Customers will simply go to the next website from Google if they can’t order online from you. Whilst a percentage of customers will call to order from you they still expect to see the products online with prices and perversely a way to order online.
If all you have is a Facebook Page you are truly missing out on business! Please expect a florist has an ecommerce website that they can order from 24 hours a day 7 days a week!
What should I look for in a florist e-commerce platform?
Look for a platform that handles delivery date selection, suburb delivery zones, same-day cut-offs, recipient details, and order management — all built in. A generic e-commerce platform will require multiple add-ons to approximate these features, and they rarely work as reliably as a purpose-built solution.
Why do florists need an e-commerce website?
Customers expect to be able to find and order from a florist online. If your website does not allow online ordering, customers will simply go to the next result in Google. An e-commerce website lets you take orders 24 hours a day, 7 days a week — including when the shop is closed.
Are florists losing business to supermarkets and order gatherers?
Yes. Over the past two decades, independent florists have faced significant pressure from supermarket cut flower sales, petrol station flowers, and online order gatherers who take a large commission on orders they pass on. A professional e-commerce website is one of the most effective ways to compete.
What is an order gatherer and how does it affect my florist business?
An order gatherer is an online business that takes flower orders and then passes them to a local florist, keeping a significant commission — often 25-40% of the order value. These businesses rank well on Google and appear to be local florists. Having your own e-commerce website helps customers find and order from you directly, so you keep the full order value.
Do customers trust florists who only have a Facebook page?
No. Customers have little trust in businesses that only have a social media presence. They expect a florist to have a proper website where they can browse products, see prices, and place orders securely. A Facebook page alone loses you business to florists who have a full e-commerce site.
What do customers expect from an online florist?
Customers expect to find your business in Google, browse your products with clear pricing, choose a delivery date, enter recipient details, and pay securely by credit card — all in one smooth process. They also expect the website to work well on a mobile phone.
Is it too late for my florist to start selling online?
No. While the shift to online is well underway, many independent florists still do not have a fully functional e-commerce website. Getting one now means you can capture local search traffic that currently goes to order gatherers or better-ranked competitors.
How does an e-commerce website help a florist at peak times like Valentine's Day?
A well-set-up e-commerce site handles peak periods far better than a phone-only ordering system. You can take orders around the clock in the lead-up to the date, set cut-off times automatically, manage delivery capacity by suburb, and have all order details captured correctly without relying on staff to take calls.
