White-label online store builder: what your clients see and what you control

A white-label online store builder puts your agency’s name on the tool your clients use to run their shops. Here is every place your client meets your brand, what you control behind the scenes, and what stays the client’s own.

Three layers, three audiences

When agencies first look at a white-label online store builder, they often picture their logo on every shop. That isn’t how it works, and it shouldn’t be. A store builder has three layers, each seen by different people:

Getting this right matters. Your client wants shoppers to see their shop’s name. You want your client to see your product every time they open the tool they pay for. If you are new to the idea, our white-label ecommerce guide covers the basics; this article walks through each layer in detail.

What your clients see, step by step

Follow a new client from the first click. Each step is a place where your brand either holds or slips.

1. Signing up

The client signs up at your address, not the platform’s, and picks from your plans at your prices, with your free trial if you offer one. In DripFunnel the sign-up link is your portal address followed by /signup, for example store.youragency.com/signup. You can also create the store yourself and the client gets an invitation to set their own password.

2. Signing in

The sign-in page shows your logo, your colours and your chosen background: a texture, a plain colour or a photo. The browser tab shows your favicon.

3. Working in the portal

Inside, the portal uses your product name, logos for light and dark mode, primary and accent colours, font and corner style. DripFunnel checks your colours for contrast before you can publish, so text stays readable.

4. Emails

Emails to your clients carry your product name, your colours and your support contact, and replies go to your support address. In DripFunnel they are not yet sent from your own email domain: they go from a DripFunnel sending address under your product name. You can add and verify your sender records now, ready for when it is switched on.

5. Help and legal pages

The portal’s Help link goes to your help centre, and your support email and support page are shown where clients look for help. Your terms of service, privacy policy and data-processing agreement are the ones linked. If a store is suspended, it shows your contact, never the platform’s.

6. “Powered by” lines

Many white-label builders show a small line naming the platform. In DripFunnel, whether “Powered by DripFunnel” shows is set in your contract: always shown, shown in the first contract year, or removable on a plan. We explain the options in “Powered by” branding.

What the shoppers see

Shoppers never see your agency’s brand unless you add it. They see your client’s shop, with its own name, design and address. In DripFunnel:

• The client describes their shop in plain words and the AI builds the storefront: homepage, pages, menus and product pages. They preview it on desktop, tablet and phone, approve it and publish, and can go back to an earlier version. See Describe a change to your storefront.
• Every shop gets a free address ending in my-store.one, and the client can connect their own domain. See Connect your own domain.
• Shoppers pay the client directly through the client’s own payment account, and DripFunnel takes no fee on orders.

Many agencies build the first version of the storefront for the client, as part of a set-up fee. In DripFunnel the store owner can invite people to work in the store with a role (Invite staff and choose their role), which is how your designer can work inside the client’s shop with the client’s say-so.

What you control

Behind the portal sits your partner console. In DripFunnel it keeps DripFunnel’s look, because only your team sees it. From it you control:

• Branding: everything above, with a preview of the portal on desktop and phone, in light and dark, before you publish. A publish changes the portal and emails for all your stores at once; it never changes the shops. See Put your brand on the merchant portal.
• Your address: the portal runs on a subdomain of your own domain, and the console tells you which records to add and checks them. See Set up your portal address and email sender.
• Plans: names and descriptions your clients see, trials of none, 7, 14 or 30 days, monthly and yearly prices per currency, and about 50 settings for what each plan includes, up to DripFunnel’s maximum. Plans can be Draft, Live or Retired, and when you change a plan stores already use, you choose whether it applies to new sign-ups only or to everyone at their next renewal, with 30 days’ notice.
• Stores: create a store for a client, extend a trial, change a plan, give one store a higher limit without changing its plan, suspend and restore. Every action asks for a reason and is logged. Running many of them is covered in how to run dozens of client stores from one console.
• Your team: Owner, Admin, Support, Finance and Read-only roles, and two-factor sign-in you can require for everyone.
• Reports: growth, monthly recurring revenue by plan, store performance, usage and setup health, each with a CSV export.

What stays your client’s

A good white-label store builder draws a clear line around the client’s business. In DripFunnel, you see each store’s account: owner, plan, status, usage, domain, and sales and order totals for last month. You never see its orders, customers or products from the console.

When a client needs help inside their shop, you open a support session. It only works if the client has support access switched on, it is read-only, it lasts 30 minutes, it needs a reason and your two-factor code, and the client’s team sees a banner while it is open. Who owns the data, the domain and the store if you part ways is covered in who owns a client’s store on a white-label platform.

What isn’t in your control yet

We would rather you hear it from us. In DripFunnel today, the portal and emails are in English only, emails are not yet sent from your own email domain, the portal must be on a subdomain (not your root domain), there is no partner-level API, and card and online payments are available to shops in India and the United States, not yet the UAE.

Making it your product

The builder is only half of the product. The other half is the name, the plans and the way you sell it. Our guides on launching your own store builder brand and white-label ecommerce for web design agencies cover that side, and ecommerce website pricing for agencies helps you set the set-up fee and the monthly price.

More than 75 partners across the globe run their own store builder brand on DripFunnel. See the partner programme, or tell us about the shops you run.

Questions