Website builder for a brand site that shows its products but sells them elsewhere

For a brand-focused site that showcases products but sends shoppers elsewhere to buy, I’d look at Webflow. You can build a polished brand site and manage products as CMS entries, with each product page linking to a retailer or marketplace. You don’t need Webflow’s Ecommerce plan if the site won’t handle checkout; you’ll want a plan that includes CMS features for dynamic product pages. (help.webflow.com)

Other good fits:

• Squarespace — simpler to set up if the product range and page layouts are straightforward.
• Framer — worth considering for a small, highly visual catalog with only occasional product updates.

So: Webflow for a flexible catalog; Squarespace for simplicity. Are you picturing a handful of products or a larger catalog?

The right builder depends on whether you want a pure showcase with outbound buy links or a hybrid that can also sell on-site. For a showcase with links to retailers, a standard site builder with product pages is usually enough. Ecommerce platforms add features you may not need.

Good fits

• Squarespace is the strongest choice for design. One reviewer calls it best for showcasing and selling creative work, and it works best for brands with a focused catalog where presentation is a major part of the buying experience. To send shoppers elsewhere, you can add a button on each product page that links to the retailer. A Squarespace forum thread describes this: keep the products in the store, add a button block set to "Buy on Amazon" with that product's link, then hide the Squarespace Add to Cart button with Custom CSS so customers only see the Amazon button. Caveat: the built-in Amazon block is only supported on US Squarespace sites using Amazon products sold on the US domain, so the manual button is the more flexible route.

• Wix is the more flexible, beginner-friendly option. One review calls it the best ecommerce website builder overall, and it's a common host for embedded commerce. Its plain link buttons work for outbound links without any store setup (from general knowledge, not verified in this search).

• Shopify + Buy Button channel makes sense if you want on-site buying later. The Buy Button channel is Free and lets you create a Buy Button for any product or collection and add it to a website or blog. It works with Squarespace and Wix as well. Shopify is the heavier option, so it's only worth it if you want checkout on the brand site.

Things to watch

• If your products come from a marketplace feed, check that the button label and link are what you want. One Shopify merchant found that products imported from Amazon produced a button reading "View on Amazon" that linked back to Amazon, which may not be what you intended.
• Confirm your plan. A Squarespace forum user suspected that a personal account, not a business one, was why store options were missing, so check the plan tier before you build.
• Retailer links can break when listings change. Check them periodically, or use a single "Where to buy" page with one link per retailer to reduce upkeep.

My suggestion: if you want the simplest setup with the best look, start with Squarespace and use per-product outbound buttons. If you need more layout or CMS flexibility, choose Wix or Webflow. Tell me your budget, whether you're in the US, and how many products you have, and I can narrow this down.

For a brand site designed to showcase products without handling direct sales, you need a platform that prioritizes visual storytelling and catalog management over e-commerce functionality like shopping carts or payment gateways.

Recommended Approaches

1. The "Brochure-Style" Builder (Best for Ease of Use)

If you want a polished, professional site without dealing with complex e-commerce settings, use a design-focused builder. These platforms allow you to create beautiful product pages and simply replace the "Add to Cart" button with a custom button linking to your external retailer.

• Squarespace: Highly recommended for its design templates. You can set up your products as a "Portfolio" or "Service" page rather than a "Store" page. This allows you to use a standard call-to-action (CTA) button that links directly to your external sales page (e.g., Amazon, Etsy, or a distributor).
• Wix: Offers a more flexible drag-and-drop editor. You can design a product catalog using their database or CMS (Content Management System) features and place links on each item.
• Showit: Known for maximum creative freedom. It is excellent if you have a unique brand aesthetic and want to build a visual experience that isn't constrained by rigid store templates.

2. The Content Management System (Best for Scaling)

If you have a large inventory or plan to add a blog and other content later, a CMS gives you more control.

• WordPress: While it can be more technical, it is the most flexible option. You can create a "catalog-only" site without installing e-commerce plugins like WooCommerce. You can manually create pages for each product and include links to external retailers.

How to Execute This Strategy

Regardless of the platform you choose, follow these steps to create a seamless experience:

• Custom Buttons: Replace standard e-commerce buttons ("Add to Cart") with custom-labeled buttons such as "Buy at Amazon," "Find a Retailer," or "View on [Retailer Name]."
• Use a CMS/Database: Instead of creating individual pages for every single product, use the "Collection" or "CMS" feature available in platforms like Webflow, Wix, or Squarespace. This allows you to manage all product information (images, descriptions, external links) in one place and update them globally.
• Focus on Trust: Since you aren't selling the product yourself, your site's goal is to build brand authority. Use high-quality photography, clear descriptions, and prominent links to show customers exactly where they can safely purchase your goods.

Summary Comparison

Recommendation: Start with Squarespace or Wix. They allow you to create a "store-like" browsing experience without the overhead of setting up a payment system, and their visual editors are perfect for showcasing products beautifully.

For a brand site that showcases products but sends shoppers to another retailer to buy, I’d look at:

• Webflow — Best if you want a highly custom, polished brand experience. Build product pages in the CMS and link each “Buy now” button to a retailer or marketplace. Webflow also lists integrations for connecting product data from platforms such as Shopify and Amazon. ²
• Squarespace — A simpler option for building attractive product pages and a catalog. You can use product imagery and text links as calls to action, though its built-in store features are geared toward selling and checkout on Squarespace. ¹⁴
• Shopify with a custom theme or headless front end — Worth considering if another platform already manages your catalog or inventory and you want the brand site to stay in sync. Webflow’s integration directory, for example, describes Shopify-backed storefront options. ²

Quick recommendation: Choose Webflow for design flexibility and external “Where to buy” links; choose Squarespace if ease of setup matters more than custom catalog behavior. Include a clear retailer button on each product page, and consider a store locator if customers can buy from several retailers.