The problem: you don't own a store, you rent a stack
If you have ever run a shop on a hosted e-commerce platform, you know the feeling. You sign up for a tidy monthly plan, and within a fortnight your "cheap" store is quietly bleeding money. Reviews? That's an app. Loyalty points? Another app. A referral programme, a proper blog, multi-currency, subscriptions, a help desk, B2B quotes? Apps, apps, apps — each one £15–£40 a month, each one another dashboard, another dependency, another thing that breaks when the platform updates.
Then there is the part nobody puts on the pricing page: the transaction fee. Many platforms take a percentage of every single sale on top of what your payment processor already charges — purely for the privilege of using their checkout. On thin retail margins, that "small" percentage is often the difference between a healthy month and a break-even one.
We built Dirora because we were tired of watching good businesses pay a tax on their own success. The idea was almost embarrassingly simple: what if the features you'd normally rent as add-ons just came in the box — even on the free plan? Our one-liner became the whole product thesis: everything you'd pay extra for, included.
