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A comparison of florist website models, including relay, network and direct websites, showing how Florist Window supports your own brand sales.
A clearer look at how different florist website models operate behind the scenes.
Not all florist websites operate in the same way. This page explains the main website models used in online floristry, including relay and network-based systems as well as fully direct florist websites, and outlines where Florist Window fits.
Florist websites generally operate under a small number of broad models. Some are part of relay or network-based systems, while others are genuinely direct florist websites where the florist sells independently to their own customers.
Although these websites can appear similar to customers, the way orders, payments, and customer relationships are handled behind the scenes can differ significantly.
In relay or network-based models, customer orders are processed through systems operated by a network provider. Orders may be placed on a national brand website or via locally branded florist websites supplied by the network.
Some locally branded websites operate on the florist’s own domain while still relying on network-managed ordering, payment, or settlement systems in the background.
Commission structures, service fees, pricing control, customer data handling, and payment timing can vary depending on how the network operates.
With a direct florist website, customers place orders on the florist’s own website using the florist’s business name, contact details, and branding.
In fully independent setups, florists control pricing, product ranges, customer communication, and payment processing. Other arrangements may appear local to customers while still relying on third-party systems behind the scenes.
The key distinction is not delivery, but how the sale is structured. Some models involve third-party processing or resale, while others allow florists to sell directly without intermediaries controlling the transaction.
In network-based systems, customer payments are often processed by the network, with commission or service fees applied before funds are passed to the florist. Payment schedules and deductions vary between providers.
With Florist Window websites, customers pay the florist directly through the florist’s own payment gateway. Florist Window does not process customer payments, hold funds, deduct commission, or charge transaction-based fees on flower sales.
In some relay-based models, customer data, marketing activity, and repeat business may be managed centrally depending on how the network operates.
With Florist Window websites, customer relationships remain with the florist. Orders, customer records, and repeat business stay within the florist’s own business.
Florist Window clients retain control over pricing, availability, delivery rules, and presentation without imposed pricing structures or external sales restrictions.
Florist Window is a specialist florist ecommerce platform that enables florists to sell directly under their own brand.
Florists trade independently, fulfil orders locally, and receive payment directly from their customers.
When florists work together through shared services, orders remain direct between florists without resale, commission-based routing, or third-party order interception.
Understanding how different florist website models operate helps florists make informed decisions about independence, cash flow, and long-term business control.
Florist Window exists to support florists with technology, not to profit from their flower sales.
Use this example tool to explore how a percentage-based fee could compare with Florist Window’s fixed monthly pricing, based on your own turnover and percentage rate.
Estimated percentage-based cost (example)
£200.00
At an example 20% fee on £1,000.00 of monthly turnover, this would result in an estimated cost of £200.00 for that month.
This tool is for illustrative purposes only. It uses example percentage rates and user-entered turnover figures to demonstrate how pricing models may compare. It does not represent or calculate any specific third-party pricing model. Actual fees, pricing structures and services may vary between providers. Currency conversions are approximate and based on available exchange rate data.