Sell tickets on your own website: the SHWDWN embed is live

Every promoter who has sent a customer from their own website off to a ticketing site has watched some of them not arrive. The page changes, the branding changes, and a decision that had already been made quietly turns back into a decision being reconsidered.

From today that step is optional. Promoters on SHWDWN can sell tickets on their own website, under their own brand, with SHWDWN running the checkout, the inventory, the tickets and the payouts behind it. BRONX LDN are the first gym live on it, from Monday 23 August.

What it actually is

A ticket box that sits on a page of your own site. It shows your events, your poster art, your ticket tiers and your prices, in your colours, and it takes the money. Nobody is sent to shwdwn.co to buy.

The whole integration is two lines of HTML: an empty tag where you want the tickets to appear, and a script tag that fills it in. There is no plugin to install, no npm package, no build step, and nothing to maintain — once it is on the page it picks up every event you publish and every price change you make, for as long as it is there.

Two versions, and which one you want

The one we recommend for almost everybody puts the events list on your site and the buying on a page we run for you. Your logo, your colours, your event — hosted by us so the checkout is on a page built for it, at a width and a height it controls, rather than squeezed into whatever box your website builder gives it. Buyers come straight back to your site afterwards.

The other puts everything on your page, checkout included, so a buyer never leaves your site at all. It is the better answer when you own your website properly and can give the block the room it needs. On a drag-and-drop site builder it usually is not, because those builders drop embedded content into a fixed-height box and a five-tier ticket list is simply taller than one.

Both are supported, both stay supported, and switching between them is a setting rather than a rebuild.

The buyer does not need an account

This is the part that matters most and gets noticed least. A buyer coming through your website checks out as a guest: email address, card, done. No sign-up, no password, no app download, no email verification standing between somebody who wants a ticket and the ticket.

They pay with Apple Pay, Google Pay or a card, and the ticket lands in their inbox with its QR code and a link to add it to Apple Wallet or Google Wallet. On the door it scans exactly like a ticket bought on SHWDWN, because it is one.

It works on the website you already have

Wix, Squarespace, Webflow, WordPress, GoDaddy, or a site somebody hand-built for you years ago — if you can paste HTML into a page, you can run it. That is deliberate. Most gyms and promotions have a website they are not especially able to change, put together by whoever was around at the time, and a ticketing integration that needs a developer is a ticketing integration that never gets installed.

What it costs

Nothing extra. The fee on a ticket sold through your own website is the fee on a ticket sold on SHWDWN: the promoter pays 0%, and the buyer pays 7.5% with a £2 minimum, payment processing included. There is no monthly charge, no plan to upgrade to, and no separate price for the embed.

Nobody should have to buy a tier to sell tickets on their own website. It is their website.

Where the sales show up

In the same dashboard as everything else. Sales made on your site sit alongside sales made on SHWDWN, in one list, with one guest list on the door and one payout at the end.

Every sale also carries the site it came from, so a rail on a gym’s homepage and a rail on a partner’s can be told apart without anybody being asked to report anything. Fighter attribution works through it too: a fan buying on your website can still pick the fighter who brought them, and that ticket counts to that fighter exactly as it would on ours.

BRONX LDN, from Monday

BRONX LDN is a boxing gym in Battersea owned by Marnie Swindles, and if the name is familiar that is because she won the 2024 series of The Apprentice with it. SHWDWN has streamed from the room before — FightZumi’s Fight Night Series in April was hosted there — but this is the first time Bronx are selling their own shows through us.

From Monday 23 August their ticket box is live on bronxldn.com, with their interclubs and fight nights on sale from their own site. You can follow them on SHWDWN to be notified when each card goes on sale, or on Instagram.

How to get it switched on

Email us at support@shwdwn.co and we’ll switch it on for you!

If you are not on SHWDWN yet, start here — there is nothing to pay to list an event, and the embed is included the moment you have one.