Florist Websites vs Relay Networks

Different operating models

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 look similar to customers, the way orders, payments and customer relationships are handled behind the scenes can differ significantly.

Relay and network-based websites

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 through a locally branded florist website supplied by the network.

Some locally branded websites operate on the florist’s own domain while still connecting to network-managed ordering, payment or fulfilment systems.

Commission structures, service fees, pricing control, customer data handling and payment timing can vary depending on the model in use.

Direct florist websites

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 website arrangements may appear local to customers while still relying on third-party systems in the background.

The key distinction

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.

Common florist website models compared

Payments and fees

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.

Customer relationships

In some relay-based models, customer data, marketing activity and repeat business may be managed centrally. The extent of this depends on how the network operates and how orders are placed.

Local ownership

With Florist Window websites, customer relationships remain with the florist. Orders, customer records and repeat business stay within the florist’s own business.

Control and flexibility

Florist Window clients retain control over pricing, availability, delivery rules and presentation, without imposed pricing structures or external sales restrictions.

Where Florist Window fits

Florist Window is a specialist florist ecommerce platform that enables florists to sell directly under their own brand.

Florists trade under their own brand, fulfil locally and receive payment directly.

When florists work together through shared services, orders remain direct between florists without resale or commission-based routing.