Both setup's are equally valid:
- Use your existing mail server, set up a service account for your online shop to use for SMTP authentication and as long as it gets formatted correctly all mail sent from the online shop should be indistinguishable from your current email messages.
You will benefit from your existing reputation and won't have any issues with delivery issues while building up reputation from a new IP-address or ip-address range black-listings caused by other customers at your web hosting provider.
And you won't have to do anything when you scale up, move hosting providers etc.
The risk is that there is some latency between your web server and mail server.
- Use your web server to send e-mail directly.
This has the advantage that your online shop won't have any external dependancies.
The disadvantage is that it requires you to set up a complete mail server, which is not very difficult, but may be a bit tricky.
Unless your SPF record already allows any
A record to send mail on behalf of your domain, you will need to white-list your new ip-address there.
You wil probably need to set up new DKIM selector for this new server.
While your new mailserver should be configured to allow/show
@example.com as the sender domain, it takes a little bit of care to ensure it won't accept
@example.com addresses for local delivery, when your online shop sends messages to your own staff those should arrive in their current mailboxes and not on (non-existing) mailboxes on your web server.
You may benefit from any email reputation tied to your domain name but you might suffer from IP-address blacklist listing caused by previous users of your ip-address and/or the other customers in your ISP's ip-address range.
- A third option may be to use an external provider to send transactional/promotional email messages from your online shop.
Many companies use a separate domain (not a sub domain of the current domain) if there is a risk that the domain will get bad reputation/ sender score.