Selling through your own website isn't the same as being on a marketplace. We compare solutions for winning direct orders, cutting commissions and keeping control of your customers.
Direct online ordering has become an important piece for restaurants that want to depend less on delivery platforms. The difference is clear: on a marketplace you pay for visibility and logistics; with a direct ordering system you try to bring customers to your own channel, control the experience and keep more of the margin.
Not every tool solves the same problem. Some, such as Flipdish or GloriaFood, are designed specifically for restaurants. Others, such as Shopify or WooCommerce, are useful if you want to build your own shop with more flexibility, but they need more setting up. Deliverect and Otter fit better when the restaurant already works across several channels and needs to bring order to its operations.
In this comparison we have separated direct ordering, channel aggregators and generic web solutions. The aim isn't to sell any tool as perfect, but to help you choose based on volume, team, budget and how dependent you currently are on delivery platforms.
Flipdish is a platform specialising in online ordering for restaurants, with a website, app, payments, marketing and tools to encourage direct orders. It is one of the most mature options for businesses that want to build their own delivery or takeaway channel without depending solely on aggregators.
GloriaFood, part of the Oracle ecosystem, offers an online ordering system for restaurants that has historically stood out for letting you start at low or no cost and add paid extras. It is a practical option for independent restaurants that want to try online ordering without a big technology project.
Deliverect isn't just an ordering website: it is a platform for centralising orders from online channels, marketplaces and the POS. Its usefulness grows when a restaurant sells across several channels and needs to avoid errors, manual re-keying of orders and chaos in the kitchen.
Shopify is a general-purpose ecommerce platform that can be adapted for restaurants selling set menus, bundles, gift cards, prepared products or collection orders. It wasn't built specifically for hospitality, but it offers a lot of flexibility, solid payments and a huge app ecosystem.
WooCommerce is WordPress's ecommerce option. It can handle restaurant online orders through plugins for menus, opening hours, collection, delivery and payments. It is flexible and the core software is cheap, but it demands more technical maintenance than a closed hospitality solution.
Wix Restaurants lets you build a restaurant website with a menu, online ordering and collection or delivery options within the Wix ecosystem. It is an affordable alternative for small businesses that want a website and ordering on the same platform without paying for custom development.
Otter is a platform for centralising and managing delivery orders from multiple channels in a single interface. Its focus is more on operations and aggregation than on building your own online shop, so it suits restaurants that already receive volume from several platforms.
If you want to build a serious direct channel, Flipdish is the most specialised option. To experiment without a big investment, GloriaFood or Wix Restaurants may be enough. If you already have a WordPress website, WooCommerce gives you a lot of control, although it needs maintaining. Shopify makes sense when the restaurant sells more than the daily dishes: products, special menus, bundles, events or catering. Deliverect and Otter don't quite play in the same league: they are more useful when the problem isn't winning orders but organising several channels and reducing errors in the kitchen. The real decision starts with an uncomfortable question: do you have enough demand of your own, or do you still need to buy visibility on marketplaces?
Dig deeper into the key concepts behind this comparison.
Answers to the most common questions about this category.
It depends on your goal. Marketplaces bring demand, but they usually charge high commissions and give you less control over the customer. Your own website improves margin and repeat business, but the restaurant has to generate the traffic: local SEO, social media, a customer database, QR codes, campaigns and regulars.
At a minimum it needs an up-to-date menu, opening hours, delivery or collection zones, payments, order handling in the kitchen and clear communication with the customer. If there is also integration with the POS or a kitchen ticket printer, errors and manual work go down.
It can, but it needs adapting. A restaurant has to control opening hours, availability by time slot, dish modifiers, preparation times, collection, delivery and menu changes. Shopify or WooCommerce work best when there is technical support and a clear sales case.
The main hidden cost is customer acquisition. Even if you pay less commission than on a marketplace, you have to attract orders to your own channel. You also need to factor in the payment gateway, website maintenance, support, issues, packaging and possibly your own delivery.
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