Tech Stacks

Indie Author Tech Stacks: Building a Scalable Publishing Business from the Ground Up

What’s a Tech Stack—And Why Should Indie Authors Care?

In the world of indie publishing, your books aren’t the only assets you own. Your tools—the platforms and systems you use to create, deliver, market, and sell your books—are just as crucial. These tools, taken together, form what’s commonly called your tech stack.

A tech stack is simply the collection of digital services, software, and platforms that power your author business. It’s how you manage your website, build your email list, deliver reader magnets, format your books, run ads, sell direct, and automate your workflow. In essence, your tech stack is the engine behind your author career.

But here’s the kicker: not all authors need the same stack. Some are just starting out and need the basics to grow slowly. Others are publishing at scale and need advanced automation, analytics, and sales funnels. And in between? Authors who are ready to grow but need a path that won’t break their budget—or their brain.

This guide walks you through how to build your indie author tech stack based on your current resources and future goals. We’ll look at what you need for small, medium, and large budgets, which tools are worth investing in early, when to outsource, and how to gradually scale your stack into a system that supports long-term success.

The Foundation of Every Tech Stack

No matter your genre, budget, or publishing schedule, all author tech stacks serve the same core functions:

1. Book Creation – Formatting, editing, design, and file prep
2. Web Presence – A website, author bio, universal book links, and contact page
3. Email Marketing – A way to collect, segment, and communicate with readers
4. Reader Magnets & Delivery – Tools for onboarding and delivering incentives
5. Sales & Distribution – Platforms that sell your books and/or distribute wide
6. Analytics & Automation – Systems that track performance and reduce manual work

You don’t need every tool at once. But over time, these categories should be covered by your stack—because they represent the major touchpoints between you and your readers.

Stack 1: The Budget-Friendly Starter Kit (Under $25/month or Free)

If you’re just getting started, you can build a lean but powerful tech stack that supports your launch without draining your bank account. The goal here is to focus on learning and building assets gradually, while avoiding overwhelm.

Recommended Tools:

• Website: WordPress.com or Carrd (Free–$19/year)
• Email: MailerLite (Free for 1,000 subs with automation)
• Book Formatting: Reedsy Book Editor (Free) or Atticus (One-time purchase)
• Book Delivery: BookFunnel ($20/year)
• Universal Links: Books2Read (Free)
• Distribution: Draft2Digital (Free; takes royalty cut)

Strengths:

• Extremely affordable
• Easy to set up and manage
• Minimal tech knowledge required

Learning Curve:

• Moderate. Expect to learn how to build a basic landing page, format your book, and set up email automations. Tools like MailerLite and BookFunnel offer tutorials and support.

Best For:

• New authors publishing their first book
• Writers building their platform slowly
• Low-cost proof-of-concept projects

Stack 2: The Growth-Stage Stack (Budget: $50–$150/month)

Once you’ve got a book or two out and your list is growing, it’s time to move into more serious business-building territory. This is where you gain efficiency and control by using better tools and adding automation to free up your time.

Recommended Tools:

• Website: WordPress.org with a premium theme or Squarespace ($12–$29/month)
• Email: ConvertKit, Flodesk, or Author.Email ($10–$40/month)
• Book Formatting: Atticus or Vellum (Mac only)
• Book Delivery: BookFunnel (mid-tier plans with advanced features)
• Sales/Direct Store: Payhip, Gumroad, or Shopify Lite
• Analytics: ScribeCount ($15/month) for multi-platform sales tracking

Strengths:

• Robust automations and segmentation
• Integrated storefronts and smart delivery
• Flexible branding and design
• Higher deliverability and professionalism

Learning Curve:

• Medium to high. You’ll need to understand landing page design, tagging and automation, storefront setup, and analytics.

Best For:

• Authors with multiple titles or series
• Those doing cross-promotion, swaps, or running ads
• Writers selling direct or running reader funnels

Stack 3: The Scalable Pro-Level System (Budget: $150–$500+/month)

At this level, you’re publishing regularly, monetizing multiple assets (books, audio, courses), and possibly hiring help. You need your stack to be a business-grade system with CRM, segmentation, funnels, and data analytics.

Recommended Tools:

• Website: Custom WordPress with WooCommerce, or Shopify ($29–$79/month)
• Email/CRM: ActiveCampaign, Klaviyo, or ConvertKit Pro ($29–$149/month)
• Book Delivery: BookFunnel with integrations
• Sales Tools: Shopify with apps, or WooCommerce with Stripe/PayPal
• Courses/Content: Teachable or Podia
• Automation: Zapier, Deadline Funnel, Leadpages
• Analytics: ScribeCount, Shopify reporting, GA4

Strengths:

• Everything works together across your funnel
• High conversion potential through personalization
• Scalable infrastructure for courses, stores, and multiple income streams

Learning Curve:

• High. At this level, you’re building a real company. Consider outsourcing tasks like site design, copywriting, or email automation.

Best For:

• Career authors with consistent output
• Fiction authors running multi-series brands
• Nonfiction authors with digital products or memberships

When to Go Big—And When to Hold Back

One of the most common mistakes authors make is buying pro-level tools too early. It’s tempting to get the best system right away—but that usually leads to tech overwhelm and burnout. You can (and should) grow into your tech stack.

Here’s what to go big on early:

• Your email list: Start with a free or low-cost tool, but make sure you own the list from day one.
• Your website: It doesn’t have to be fancy, but it must exist. It’s your home base.
• Your reader magnet: This is the #1 way to grow your list. Don’t wait.

Here’s what to build gradually:

• Complex automations
• Custom e-commerce stores
• Paid newsletters and courses
• CRM systems and analytics tools

Start with tools that make you visible and connected. Add complexity only when you need it.

When to Hire Help

If you find yourself:

• Spending more time troubleshooting than writing
• Avoiding tech completely because you’re overwhelmed
• Wasting money on tools you don’t understand
• Repeatedly delaying launches because your systems aren’t ready

…it might be time to outsource.

Hiring a virtual assistant (VA), tech integrator, or web designer can dramatically improve your results. Even a few hours of paid help to set up a website or email sequence can save you weeks of frustration.

As your business grows, you’ll want to focus more on your zone of genius—writing, editing, and engaging with readers—and less on fiddling with automation rules or formatting bugs.

Sample Stacks at a Glance

Graduating From One Stack to Another

As your career grows, your tech stack should grow with you. Most authors don’t jump from free tools to enterprise software in one move. Instead, they:

1. Start with basic tools to learn and build.
2. Add automation and design features as their audience grows.
3. Begin selling direct or creating funnels as income increases.
4. Transition into pro-level software when ROI justifies the cost.

Choosing tools that scale—like ConvertKit or Shopify—can save you migration headaches down the road. Look for platforms that offer free tiers or entry-level pricing, but allow you to grow without switching systems.

And don’t be afraid to audit your stack every six months. Are you using all your tools? Is anything slowing you down? Are there integrations that would save you time or drive sales?

The most successful authors aren’t necessarily tech experts—they’re strategic about what they use and why.

What a Complete Tech Stack Covers

A complete, working tech stack for a full-time indie author will generally include:

• A well-branded website
• An email provider with welcome sequence and launch automation
• A reader magnet and delivery service
• Distribution to major stores (wide or exclusive)
• Book formatting and metadata tools
• A storefront or sales page for direct purchases
• Analytics to monitor performance and optimize over time

With these pieces in place, an author can:

• Launch books effectively
• Build lasting reader relationships
• Sell direct and retain more profit
• Automate time-consuming tasks
• Grow a sustainable and professional publishing business

Final Thoughts: Build What You Need Now—Grow Into What You Want Later

Your tech stack should serve your writing—not the other way around. Too many authors get paralyzed trying to “do it all” before they’re ready. But building a sustainable author business is a gradual process. You don’t need the best tools—you need the right tools for where you are today, with a plan for where you’re headed tomorrow.

Start with what’s free or affordable. Learn as you go. Add complexity only when your systems and revenue can support it. Choose services that are flexible and built for scale. And remember: hiring help isn’t failure—it’s the sign of a smart business owner.

At its best, your tech stack disappears. It runs quietly in the background, freeing you to do what you do best—write books, connect with readers, and build a career that lasts.