Clicks and Culture: Why Your Online Retail Offer Deserves More Attention
- Paul Baker
- Jul 7
- 4 min read
Updated: Sep 1
Why do museums and heritage sites so often misunderstand online retail? With an ever-growing number of organisations competing for a shrinking pool of funding, it’s more important than ever to strengthen our organic income streams. This allows us to invest more meaningfully in our core functions and audiences.
This is Heritage Thinking Differently, heading online in search of inspiration.
It’s not surprising that many sites fail to make the most of their online retail potential. In smaller organisations, the commercial offer often falls to the site manager, a keen volunteer, or someone with experience of running a high street store. Frequently, that site manager will have studied something like History or Archaeology and, through progression, now finds themselves overseeing a café and shop—often without formal commercial training. Given that context, they’re often doing a decent job. But many would benefit from some targeted support with their online offer.
I’ve covered museum shops in earlier blogs, particularly our dependence on mementos and a limited pool of sector-specific suppliers. I’ll add some links below for those who want to explore this further.
What We’re Missing
It’s ironic that so many museums and heritage sites fail to capitalise on online retail because many of us have a truly unique offer. We champion local makers, sell locally produced goods, and often have bespoke products inspired by our collections and communities. Some even hold the copyright to sought-after images. With the right strategy and understanding of the online market, we could be operating successful, distinctive platforms.
What’s especially frustrating is how poorly many of our shops perform online during the Christmas season - a time when so many people are actively searching for something thoughtful or different. Part of the issue is visibility. Too few sites promote their online shops through social media. If you already have an audience that values what you do, highlighting your online offer is not just acceptable - it’s good service.
Cross-promotion with other sites could also be effective. Why not promote each other’s online offers? A number of shared platforms exist that list museum shops in one place. These have improved over the years, and while many take a percentage of profits, they can increase visibility without demanding up-front membership fees. They’re worth exploring.
Understand Your Audience
One of the most common and costly mistakes museums and heritage sites make is assuming their online and on-site audiences are the same. They’re not.
Your data might show that pencils or rubbers are your bestsellers in the shop—but they have no place on an online store. They’re mementos, often bought on impulse, and while they serve a purpose on-site, they mean very little to someone shopping from home.
And yet, too many of our online stores proudly lead with these items. Pencils, keyrings and guidebooks promoted as stocking fillers or birthday gifts show a lack of understanding about the intentions of online shoppers. These customers are likely buying for someone else. They may be shopping to a budget. They’ll expect a clear, appealing selection. Crucially, they’ll expect options that cater to different age groups and genders.
Know Your Niche
Many heritage sites appeal to specialist audiences—especially in the industrial or military sectors. That specificity can be a real strength.
The Tank Museum is a perfect example. Their online shop has become the go-to place for anyone seeking tank-related gifts, and this can be a difficult niche group to shop for. Their range is expansive, well-curated, and genuinely impressive. Similarly, sites like the London Transport Museum or the London Museum, understand the power of their brand and international appeal. These examples show how a museum shop can transcend the physical site to become an attraction in its own right.
For smaller, community-focused sites, there’s still plenty of opportunity. Your online shop can become a showcase for local crafts and creativity. With Sale or Return agreements in place, your shop could support independent makers and small businesses without tying up funds in stock. You take a cut of the profit, the maker handles the dispatch, and your site earns a reputation for supporting local enterprise. Everyone wins.
Strategies and Policies
That said, success takes commitment. If you’re managing your own stock, you’ll need a clear dispatch process. Delivery strategies need to be costed properly, with margins protected. You’ll also need a policy for handling returns and a reliable payment system.
Once you’ve set this up, it won’t need constant revision—but it will require occasional updates. A solid strategy ensures you don’t get caught out by hidden costs, and that your retail activity supports rather than undermines your wider goals.
Design with the User in Mind
If you’re serious about improving your online offer, start by reviewing your existing shop’s design. Successful retailers like Amazon, Etsy, and Not On The High Street understand browsing psychology. Many of them group items by budget, recipient, or occasion. Their sites are attractive, easy to navigate, and full of subtle prompts to keep the customer engaged.
Can the same be said for your online shop?
As your offer grows, your customers will naturally compare your site to others. Ease of use, visual appeal, and clear organisation all matter. Wherever possible, match the colour scheme and tone of your main website. Ideally, your shop should be simple to navigate and encourage cross-traffic back to your events, exhibitions, and other content.
Why It Matters
To do this well, you need to be clear about why your online shop matters. In earlier blogs, I’ve talked about the shop as a marketing tool—a gateway for new audiences who may later visit in person. Online traffic might feel less tangible, but it’s still valuable. Every digital interaction is a chance to build support, loyalty, and income.
And let’s be honest—external funding is increasingly competitive. Organic income, such as retail, is money you control. It can be directed wherever it’s needed most. Done well, a strong retail offer can protect jobs, plug budget gaps, and keep your organisation sustainable by ensuring continued commercial relevance.
Time for a Review?
Much of what I’ve discussed here forms part of my approach when conducting a commercial review. If you’re ready to strengthen your online offer, I’d love to help. I work with a range of budgets and understand the pressures sites are under.
Let’s talk about what’s possible.
Paul Baker
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