How to set up your public storefront
Your storefront is a public shop that sells directly from the same inventory as everything else. There is no separate catalogue to maintain, no marketplace commission on sales, and an item sold there delists from your marketplaces like any other sale.
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Why have one when you already sell on marketplaces
Marketplaces rent you an audience. That is genuinely valuable — the traffic is real and it is why most resale businesses start there. But you pay for it on every single sale, forever, and the customer belongs to the marketplace rather than to you.
A storefront is where the traffic you generate yourself should land. Your Instagram followers, the people who walk past your shop, the customer who asks whether you have anything else by that maker — sending them to a marketplace listing means paying commission on a sale you created.
| Marketplace | Your storefront | |
|---|---|---|
| Traffic | Provided | You bring it |
| Commission | Per sale, forever | None |
| Customer relationship | Theirs | Yours |
| Brand presentation | Their template | Yours |
| Best for | Discovery by new buyers | Traffic you already own |
Setting it up
- 1
Turn the storefront on
It publishes at a SECND address immediately, so you can see it before committing a domain.
- 2
Set your branding
Name, logo, colours and an about section. Resale is a trust purchase — a storefront that looks abandoned converts badly.
- 3
Choose what appears
Publish selected categories or your whole catalogue. Items sold elsewhere disappear automatically.
- 4
Configure payments and shipping
How customers pay and what shipping they are offered. Reuse the shipping profiles you already set for marketplaces.
- 5
Point your domain at it
Optional but worth doing once you are happy with the presentation.
One catalogue, no reconciliation
The storefront reads the same inventory as your floor and your marketplaces. Nothing is duplicated, nothing is exported, and a sale on any channel removes the item from all the others including the storefront. That is the difference between this and bolting a separate webshop onto your business, which historically has meant maintaining two catalogues and reconciling them by hand.
Getting found
- Use your own domain. A branded domain accumulates search authority; a shared subdomain does not accumulate it for you.
- Write real item titles. The AI drafts them well, but a storefront rewards descriptive, human titles more than marketplaces do.
- Fill in the about page. For a local shop this is often the page that ranks and the page that converts a nearby customer.
- Link to it from your social profiles, your Google Business Profile and any local listings you appear in.
Frequently asked questions
Does the storefront cost extra per sale?
There is no marketplace commission, because there is no marketplace. Payment processing fees still apply, as they do anywhere you take a card.
Do I need Shopify as well?
No. The SECND storefront is a complete direct sales channel. If you already run Shopify and prefer it, SECND syncs with it instead — running both is possible but rarely worth the duplication.
What happens when a storefront item sells on eBay first?
It disappears from the storefront within seconds, the same as any other channel. The storefront is not privileged; it is one channel reading one inventory record.
Can I hide certain items?
Yes. You choose what publishes. Many shops keep low-value floor stock off the storefront and publish only the pieces worth shipping.
Step-by-step product docs
This guide explains how it works. These show you exactly where to click.
Keep reading
Run it all on one system
Start free. Crosslisting, sale detection and automatic delisting are included, with no card required.