Our Mission

Our mission here at The Digital Merchant is to help you make the best buying decisions for your business tools and to feel more confident in the tools you purchase and use.

Here are a few key guides to get you started

How to Choose the Best CRM

How to Find the Best Ecommerce Platform for Your Business

How to Find the Best Sales Funnel Tools

How to Find the Best Website Builder

How to Find the Best Data Analytics Suite

How to Find the Best SEO Tools

How to Find the Best Project Management Tools

How to Find the Best Accounting Tools

How to Find the Best Course Building Platform


Help people make smarter choices when choosing the business tools that drive their business.


Authentic reviews. Real world testers. Honest reviews. We’ll never endorse a tool we wouldn’t use in our own business and pay for. We are not affiliated with any software or tool.

Why The Digital Merchant?

We created this site because we’ve been there. As digital business owners, we eat, sleep, breathe the online world and when it comes to the tools we use, we are as deeply passionate as our portfolios.

You might be able to relate…

How many times have you spent countless hours researching a new tool, only to sit at the pricing page with fearful hesitation? How much is this going to cost me per month? Should I pay yearly? Will it integrate with my other software and promotion tools? Oh no, I think I have to integrate two parts with Zapier, now how much is Zapier per month again?

This just scratches the surface of how painful making the right digital tool choices can be. We’ve been there. You begin a new promotion, or launch a new course, or want to finally track those expenses — every tool has its pros and every tool has its cons.

That’s why I (selfishly) created The Digital Merchant. Because, I, like you, wanted to help in making smarter choices that I didn’t regret later on. I know how quickly every payment adds up per month and I want to help you make the best choices for your growing online business.

We have a lot of real business owners writing, research, testing for this site. Why? We all have to find that ‘right fit’ when it comes to tools. Some tools are best suited for new businesses online, while more sophisticated digital marketers and larger companies need other software solutions to scale. Whether you are just starting out, or scaling and growing your business to new heights, let The Digital Merchant be your first stop before you invest more money.

Just starting to create your digital presence?

Don’t worry. Our testers have been there and remember the pain points and struggle you have. As much as possible here, we try to give new and small businesses online the very best information and guidance on what they really need. My best advice when starting out, for as long as possible try to use the free or really low cost of tools so you can do your own testing. Only buy the tools that move your business forward and help you achieve your goals. Keep it simple and do your research.

We also discuss, test and talk a lot about the tools that will help your business grow online here. If you are looking to set up an online store, want to start your first promotion, this is the place where we’ll give you the real-deal truth on what works and what doesn’t.

Small to Medium-Sized Businesses

Your needs are a little different than those just starting. You want to scale, grow, make more sales and take care of the money you have coming in. You might be hiring teams, need some lead generation tools — this is a crucial point of your online business and the decisions you make today have a lasting impact.

This is where you make those big decisions — like choosing a CRM! The right CRM can make change your business, the wrong one could cost you thousands and thousands. I’ve personally been through migrations from one platform to another – nobody wants that either. We’ll do our best around here to save you the headaches and help make these big choices easier too.

How I’ve Structured The Digital Merchant

I’ve thought of every relevant tool that you’ll need to grow your business. I created this site for business owners, digital marketers, managers just like me that want to make the best decisions. I’ve tested and tried many of these tools myself and will never recommend something I wouldn’t pay for and use in my own online portfolio.

Some tips on how to choose a business tool.

  1. Research and test for yourself before you commit. 

Always do your homework. Don’t trust the slick videos and customer testimonials from the software tool site (they want to sell you, remember?) Always check out third-party reviews and watch videos of the tools in action.

2. Evaluate the tools you already have. 

Once a quarter, I like to have a rundown of the tools that I’m currently using and I always ask myself the same question — Do I use this tool every day? Yes, keep it! Do I use this tool once a week? Yes. Maybe I need to keep it, or find a new way to use it more often. Can a free tool replace what I actually use this for? If yes, maybe it’s time to cancel.

3. Does the tool integrate with the tools you already love?

This is important because even the best tools out there for someone else might not work for you if you can’t easily integrate. Think about the tools that you use every day, find out (before you buy) if they integrate easily. Any extra setups might mean a clunky buyer experience or tech issues down the line, which could cost you sales. On the other hand, if you find a tool that you might like better, that’s more powerful and you want to invest, it might be worth it to replace the tools you currently use.

About the Founder

Ewen Finser, Head Merchant

Ewen Finser first starting blogging and building websites back in 2011 (just for beer money!). Since then, he’s become gluten-free, so building a media company seemed like a more prudent idea. Operating a portfolio of 30+ different blogs and digital commerce lines, Ewen started TheDigitalMerchant as a venue to provide honest assessments of the tools and strategies he and his team use to grow their businesses.

About the Awesome Tool Testing Team

Editing Team

Our editors not only know how to format a photo, but they have also been working in the digital space for decades between them. They are all self-confessed SEO and digital marketing nerds, who spend their own time researching Google’s latest algorithms and bring this energy here. They read everything our real-world testers write with intense curiosity and ask the questions many of you have on your mind in order to create the best content.

Our Contributors

Lindsay Pietroluongo

Lindsay started her freelance career in 2009 and writes about business tech, tools, and advice for small brands and solopreneurs. She loves productivity hacks, minimalist workflows and every horror movie that comes out.

David Borgogni

David Borgogni is a professional digital marketer who specializes in SEO. He’s the founder of First Click Content, a digital marketing agency that focuses on content development driven by organic search data analysis. He’s also a passionate content strategist and writer in the entrepreneurial sectors for new business.

Rosie Greaves

Rosie Greaves is a professional content strategist who specializes in all things digital marketing, B2B, and lifestyle. In addition to the Digital Merchant, you can also find her published on E-commerce Platforms, E-Commerce Champ, and Crazy Egg.

Julie Thompson

Julie is a digital marketing enthusiast and freelance content writer. She enjoys trying out the latest software and researching the best tech tools. Julie has a passion for helping entrepreneurs to large businesses make the daily grind more efficient.