Cumbria has always been full of brilliant makers – potters, growers, food producers, and independent retailers creating genuinely high-quality products. Traditionally, a lot of that trade has relied on passing visitors and seasonal footfall. But things have shifted.

In this day and age, if you’re not selling online, you’re missing a trick.

The good news? E-commerce doesn’t mean losing your local identity, it just gives you a way to share it with a much bigger audience – even when your bricks and mortar shop is closed for the day.

Turning local craftsmanship into something bigger

One of the biggest advantages of selling online is simple: you’re no longer limited by geography.

A handmade mug created in Cumbria doesn’t have to stay in Cumbria. It can end up in Manchester, London, or even further afield.

Take West House Pottery. The online shop and website that we designed and built for them does a great job of showcasing handmade ceramics in a way that feels personal and purposeful. It’s not just about selling products, it’s about sharing the story behind them and the people who make them.

That’s really what makes people buy the products (although of course, they are all lovely!).

It’s not just the product – it’s the Story

When people shop online, especially from smaller businesses, they’re not just looking for convenience. They’re looking for something with meaning. Grow West is a great example of this. Yes, they sell veg boxes – but what you’re really buying into is local growing, sustainability, and supporting the community. It feels good, and that matters.

The same goes for Pappy’s Texas Barbeque. Their online shop brings that full, smoky BBQ experience into people’s homes. Authentic, yet local, the brand balances their heritage with their home. It’s more than food – it’s a bit of theatre, a bit of personality, and something different from the usual.

If you’re a local maker, this is your advantage. Big brands can’t replicate that authenticity.

Keeping the Connection Going After the Visit

Tourism is huge in Cumbria – but what happens when people go home?

Without an online shop, that relationship often just… ends. With e-commerce, it doesn’t have to.

Carlisle Cathedral’s online shop is a good example, and one that we built as an additional service once we had designed and built their initial website. Visitors can buy gifts, books, and keepsakes after they’ve left, which keeps that connection alive. It also means people who’ve never visited can still engage with the brand.

It turns a one-off visit into something longer-term.

 

Smoothing out the seasonal ups and downs

Most Cumbrian businesses know the pattern – busy summers, busy Christmas, quieter in between. Selling online helps even things out. You can:

• Keep orders coming in during off-peak months
• Test new products without needing more shop space
• Offer repeat purchases or subscriptions

Grow West’s veg boxes are a perfect example of this – regular orders, predictable income, and a steady relationship with customers.

Make it easy

This sounds obvious, but it’s where a lot of businesses struggle. If your website is slow, confusing, or hard to use, people will leave. It doesn’t matter how good your product is. The best-performing online shops keep things simple:

• Clear navigation
• Good product photos
• Straightforward pricing and delivery info
• An easy checkout process

Renowned international author and educator, Phil Rosenzweig does this really well. We designed a super simple website for him and shop that is easy to browse, and you can quickly find the book that you’re looking for without digging around. He is also based in the UK, but sells predominantly to a US audience – something you can achieve with the right website.

Online, convenience wins.

Don’t be afraid to lean into “Local”

There’s been a big shift in how people shop. More and more customers want to support independent, local businesses. So don’t hide that – lean into it.

Talk about:

• Where your products are made
• Who makes them
• What makes Cumbria special

That sense of place is a huge part of your appeal.

 

Your Brand can go further than you think

The biggest mindset shift with e-commerce is this: you’re not just a local business anymore.

You’re a brand that happens to be based in Cumbria.

With the right setup, your products can reach people who’ve never even visited the Lake District – but love what it represents.

Remember…

Selling online doesn’t mean losing what makes your business special. If anything, it gives you a better platform to show it off.

Businesses like West House Pottery, Grow West, Pappy’s Texas Barbeque, and Carlisle Cathedral are already proving that local products can thrive online with the right approach.

If you’re a Cumbrian maker, the opportunity is there. People are already looking for what you do – you just need to make it easy for them to find you, and even easier to buy.