Tools to grow an online business are software platforms that help you attract customers, convert sales, deliver products/services, and run operations efficiently.
If you’re scaling in the UK, the right tool stack can cut admin time, improve conversion rates, and give you clearer visibility over cash flow—without hiring a big team too early.
Quick answer: what are the best tools to grow an online business?
The best tools to grow an online business usually fall into six categories: website/ecommerce, marketing (SEO + paid + social), email/CRM, analytics/conversion, operations/automation, and finance/legal. The “best” choice depends on your business model (ecommerce, coaching, SaaS, local services) and your stage (starting, growing, scaling).
- Website/ecommerce: Shopify, WooCommerce, Webflow
- Email + CRM: Klaviyo, Mailchimp, HubSpot
- SEO + content: Google Search Console, Semrush/Ahrefs, SurferSEO
- Analytics + CRO: GA4, Hotjar, Microsoft Clarity
- Automation: Zapier, Make, Notion
- Finance (UK): Xero/QuickBooks, FreeAgent, Stripe
Why the right tools matter (especially in the UK)
Growth isn’t just “more traffic”. Sustainable growth means a repeatable system: predictable acquisition, consistent conversion, strong fulfilment, and healthy margins.
In the UK context, your tools should also support:
- GDPR compliance (cookie consent, email permissions, data handling)
- Local payments (cards, Apple Pay/Google Pay, and often Klarna/Clearpay depending on audience)
- VAT readiness and accurate bookkeeping
- Multi-channel selling (website + marketplaces + social commerce)
Expert insight: build a “minimum viable stack” first
Many businesses overspend on subscriptions. A smarter approach is to start with a lean stack (site + analytics + email + payments + accounting), prove traction, then add specialist tools for conversion rate optimisation (CRO), automation, and customer support.
Tools to grow an online business by growth stage
Stage 1: Starting (0–£5k/month)
- Website/ecommerce platform
- Payment processor
- Email marketing
- Basic analytics
- Bookkeeping
Stage 2: Growing (£5k–£50k/month)
- SEO tools + content workflow
- CRM and segmentation
- Heatmaps/session recordings
- Automation (lead routing, post-purchase flows)
- Customer support helpdesk
Stage 3: Scaling (£50k+/month)
- Attribution and advanced reporting
- A/B testing and personalisation
- Inventory/ops tooling (for product businesses)
- Data warehouse/BI (optional)
- Stronger governance (permissions, documentation, security)
Website & ecommerce platforms (your revenue engine)
Your website is your primary conversion asset. The best platform is the one that keeps your site fast, easy to update, and integrated with marketing and payments.
1) Shopify (best for ecommerce simplicity)
- Use it for: product-based businesses, subscriptions, omnichannel
- Why it helps growth: fast setup, app ecosystem, reliable checkout
- UK note: strong payment integrations and local delivery apps
2) WooCommerce (best for WordPress flexibility)
- Use it for: ecommerce on WordPress, content-led brands
- Why it helps growth: control over SEO and site structure
- Watch-outs: plugin sprawl and performance if unmanaged
3) Webflow (best for design-led conversion sites)
- Use it for: service businesses, agencies, lead-gen sites
- Why it helps growth: fast landing pages, clean design, good performance
Marketing tools to drive traffic and demand
SEO tools (for sustainable, compounding growth)
SEO (Search Engine Optimisation) is the process of increasing visibility in search results by improving content quality, technical performance, and authority.
- Google Search Console: track queries, impressions, indexing issues
- Semrush or Ahrefs: keyword research, competitor analysis, backlink tracking
- SurferSEO or Clearscope: content optimisation via topical coverage (use carefully—write for humans first)
- Screaming Frog: technical audits (broken links, redirects, duplicate pages)
Paid ads & social tools (for faster testing)
- Google Ads: high-intent search traffic (great for services and ecommerce)
- Meta Ads: discovery and retargeting (strong for DTC and creators)
- TikTok Ads: creative-led scaling (works well for impulse buys)
- Buffer, Hootsuite, or Later: schedule content and manage channels
- Canva: quick brand-consistent creative assets
Real-world example (UK): local service business goes national
A UK-based virtual bookkeeping service can use:
- Webflow for high-converting landing pages
- Google Ads for “bookkeeper for ecommerce UK”
- HubSpot to track enquiries and follow-ups
- Calendly to reduce no-shows and speed up discovery calls
The result is a predictable pipeline without needing a physical local presence.
Email marketing, CRM & customer lifecycle tools
Email marketing remains one of the highest-ROI channels because you own the audience relationship (unlike social algorithms).
Best tools by business type
- Klaviyo: ecommerce flows (abandoned cart, post-purchase, win-back)
- Mailchimp: beginner-friendly newsletters and basic automations
- HubSpot CRM: service businesses and B2B funnels (pipeline + email + reporting)
- ActiveCampaign: advanced automations and segmentation
Lifecycle automations that directly increase revenue
- Welcome series (introduce offer + best content + social proof)
- Abandoned basket (recover lost revenue within 1–24 hours)
- Post-purchase (reduce refunds, increase repeat purchases)
- Re-engagement (revive dormant subscribers)
Analytics & conversion rate optimisation (CRO) tools
CRO is the practice of increasing the percentage of visitors who take a desired action (purchase, enquiry, sign-up). Even small improvements can materially lift profit.
Core measurement tools
- Google Analytics 4 (GA4): traffic sources, events, funnel tracking
- Looker Studio: simple dashboards for weekly reporting
- Microsoft Clarity: free heatmaps + session recordings
- Hotjar: heatmaps, recordings, on-site surveys
Conversion boosters that often work in practice
- Clear value proposition above the fold
- High-trust checkout (delivery/returns, payment badges, reviews)
- Fewer form fields for lead gen
- Stronger product/service pages (FAQs, comparisons, guarantees)
Real-world example: ecommerce store improves profitability
A UK Shopify brand selling skincare uses Clarity to spot rage clicks on mobile checkout, then simplifies the address step and adds Apple Pay. With the same ad spend, they see higher conversion rate, reducing customer acquisition cost and improving margin.
Operations, project management & automation tools
Growth creates complexity. Operations tools stop you from hiring too soon by reducing manual work and keeping delivery consistent.
Project management & documentation
- Notion: SOPs, content calendars, lightweight CRM, knowledge base
- Asana/Trello: task tracking for teams and campaigns
- Google Workspace or Microsoft 365: email, docs, permissions, collaboration
Automation tools (connect your stack)
- Zapier: easy integrations (forms → CRM → email sequences)
- Make: more flexible automations for complex workflows
Customer support & service delivery
- Zendesk or Freshdesk: ticketing and helpdesk workflows
- Intercom: live chat + onboarding for SaaS and services
- Loom: async video explanations (reduces support time)
Payments, finance & legal essentials (UK-specific considerations)
Cash flow is a growth lever. The best financial tools reduce payment friction and help you make decisions with accurate numbers.
Payments
- Stripe: cards, wallets, subscriptions, strong developer ecosystem
- PayPal: familiar checkout option (can lift conversion for some audiences)
- Klarna/Clearpay: buy now pay later (use carefully to protect margins)
Accounting & invoicing
- Xero: popular in the UK; integrates with many ecommerce and banking tools
- QuickBooks: strong reporting and invoicing options
- FreeAgent: often used by UK freelancers/contractors (sometimes included with business banking)
Legal & compliance basics
- Cookie consent (GDPR): use a compliant banner and document preferences
- Privacy policy and terms: ensure they match your actual data use and fulfilment
- Contracts: service agreements for B2B work reduce disputes and speed up onboarding
Choosing the right tools: a practical checklist
If you want tools that genuinely help you scale, prioritise fundamentals over hype. Use this checklist before you subscribe.
- Does it solve a bottleneck? (lead flow, conversion, fulfilment, reporting)
- Does it integrate with your core systems? (website, email, payments, accounting)
- Can your team actually use it weekly? (adoption beats features)
- Is the data reliable? (clean tracking and consistent definitions)
- Is the pricing aligned with growth? (avoid tools that spike costs too early)
Recommended “minimum viable stack” (works for most UK businesses)
- Website: Shopify (ecommerce) or Webflow/WordPress (services/content)
- Analytics: GA4 + Search Console + Looker Studio
- Email: Mailchimp (start) → Klaviyo/HubSpot (grow)
- Payments: Stripe + PayPal
- Accounting: Xero or QuickBooks
- Automation: Zapier
Common mistakes that slow growth (and how to avoid them)
- Buying too many tools too soon: pick one per function, master it, then expand.
- Ignoring measurement: if GA4 events aren’t set up, you can’t optimise confidently.
- Not building an email list: you end up dependent on paid ads and platform algorithms.
- Weak documentation: without SOPs in Notion/Docs, quality drops as volume rises.
- Underestimating compliance: GDPR and clear policies protect trust and reduce risk.
FAQ: Tools to grow an online business
What are the most important tools to grow an online business?
The most important tools are a reliable website/ecommerce platform, analytics (GA4 + Search Console), email marketing, payment processing, and accounting. These cover acquisition, conversion, customer retention, and financial visibility.
Which tools should I invest in first as a UK small business?
Start with essentials: a fast website, Stripe/PayPal, an email platform, GA4/Search Console, and Xero/QuickBooks. Once you have steady traffic and sales, add CRO tools (Clarity/Hotjar) and automation (Zapier).
Are free tools enough to grow an online business?
Free tools can take you far—especially Google Search Console, GA4, Looker Studio and Microsoft Clarity. Paid tools usually become worthwhile when you need deeper competitor research, advanced automations, or time-saving workflows.
What tools help most with SEO growth?
Google Search Console is non-negotiable for performance and indexing. For research and planning, Semrush or Ahrefs help you identify high-intent keywords, content gaps, and link opportunities. Screaming Frog supports technical audits.
How do I know if a tool is improving growth?
Define one primary metric per tool (e.g., email: revenue per recipient; CRO: conversion rate; ads: cost per acquisition). Track before/after performance for at least 2–4 weeks and ensure tracking is correct.
Summary: build a tool stack that compounds growth
Tools to grow an online business work best when they form a system: you attract the right traffic, convert it efficiently, retain customers, and run operations with clarity. For UK businesses, prioritise compliance, reliable payments, and accurate bookkeeping—then layer in SEO, automation, and optimisation tools as you scale.
Next step: write down your biggest bottleneck (traffic, conversion, fulfilment, or reporting) and choose one tool from this guide that directly fixes it. Implement it fully before adding the next subscription.