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Choosing Your E‑Commerce Platform

E-commerce platforms empower businesses of all sizes to sell their products online. Whether you’re in B2C (selling to consumers) or B2B (selling to other businesses), your choice of an e-commerce platform is pivotal for your online success.

E-commerce is booming, with a significant increase in online sales. In 2021, retail e-commerce sales hit $4.9 billion, up from $4.2 billion in 2020. Projections indicate that by 2025, e-commerce sales could reach $7.3 billion. To tap into this thriving market, you need the right e-commerce platform that aligns with your business objectives.

What is an Ecommerce platform?

An e-commerce platform, also known as e-commerce software, is a tool that simplifies online buying and selling. These platforms help businesses manage their websites and handle sales and marketing functions. At their core, all e-commerce platforms provide customers with three essential features.

  • A search function for product discovery
  • A digital shopping cart for order management
  • A payment system for secure transactions

Additionally, many e-commerce platforms use data analytics to provide businesses with insights into customer behavior, improving digital marketing and operations.

The e-commerce landscape offers diverse products and categories available online. Trends can change, but as of May 2023, popular e-commerce platform Shopify reports trending categories like power tool accessories, dog toys, baby clothing, matcha, and model train sets. This showcases the broad spectrum of products available for online purchase.

The Future of Ecommerce

Ecommerce is on a relentless journey of technological advancement, and this evolution is rapidly outpacing traditional on-premise solutions. In their stead, open Software as a Service (SaaS) ecommerce platforms are surging ahead, reshaping the digital retail landscape.

Brands now expect more than ever when it comes to native user experience (UX) features and sophisticated backend optimizations. As a result, there’s a substantial shift towards SaaS and headless commerce, driven by the need to meet these heightened expectations.

One of the most exciting developments is the speed at which brands can bring their products to market using SaaS and headless commerce, often accomplishing this feat in just 55 days. This accelerated timeline is a game-changer, enabling businesses to act swiftly and capitalize on market opportunities.

What makes SaaS ecommerce platforms so attractive is their ability to simplify the management of online businesses. They take on critical tasks such as product updates, security, hosting, and Payment Card Industry (PCI) compliance, relieving business owners of these complex responsibilities. This, in turn, allows companies to focus on what truly matters—growth and delivering an exceptional customer experience.

Moreover, data analytics has emerged as a powerful ally for businesses. SaaS platforms leverage data insights to provide valuable information about consumer behavior. This data-driven approach empowers businesses to refine their digital marketing strategies and optimize their operations, leading to greater efficiency and profitability.

The future of ecommerce is synonymous with headless commerce, where the shopping cart is decoupled from the content management system (CMS). This revolutionary approach provides online businesses with greater control over their digital storefront. It allows them to design their website’s user experience using a CMS like WordPress, all while integrating a robust ecommerce shopping cart solution for seamless transactions. The outcome is unmatched flexibility and personalization, supported by a robust ecommerce platform.

Web Hosting Options

Web hosting is a pivotal consideration for ecommerce sites, and businesses have two primary alternatives: self-hosted and cloud-hosted platforms.

Self-hosted ecommerce platforms necessitate store owners to undertake several responsibilities. This includes sourcing their hosting, managing installations, and often manually handling software updates. While offering more control and data visibility over your online retail platform, this choice can be intricate and demanding. It might require the expertise of developers for website maintenance and updates. Moreover, making alterations or edits could be challenging without external assistance, diminishing your control.

However, self-hosted solutions come with benefits such as enhanced control over your online retail platform, better data visibility, and improved data security. If your business has intricate needs, this option might be the right fit.

Cloud-hosted ecommerce platforms, in contrast, assume responsibility for ensuring your store’s online availability. They offer high uptime rates, and while not all provide automatic patches and updates, SaaS and headless commerce solutions do. Platforms like BigCommerce maintain an impressive 99.9% uptime annually, even during peak traffic times like Black Friday and Cyber Monday, with a remarkable four-year track record of zero downtime.


Shopify, a renowned e-commerce platform, empowers you to establish online stores with seamless integration of essential features like social networking, product display, shopping cart, payment processing, and order management. In 2019, Shopify witnessed rapid growth, serving over 1 million users due to its user-friendly interface and professional design.

Founded in 2006 by Tobias Lütke, Daniel Weinand, and Scott Lake, Shopify’s inception was inspired by the frustration of its programmer co-founder, Tobias, with existing e-commerce solutions. Unlike complex platforms that demand web development, hosting knowledge, or HTML expertise, Shopify caters explicitly to beginners, requiring only basic internet skills.

Shopify is an all-in-one e-commerce platform that streamlines the process of initiating, expanding, and managing online businesses. It offers a 3-day free trial for users to explore its features and provides access to a wide range of customizable templates, allowing businesses to personalize their online presence easily.

Shopify simplifies product management, inventory control, shipping, and payments, even supporting over 70 payment gateways in more than 50 languages for global sales expansion. As a cloud-based platform, Shopify ensures minimal hassle by handling software updates and server maintenance.

Pros and Cons of Shopify

Shopify has gained immense popularity for several reasons.

  1. Ease of Use – Shopify is renowned for its simplicity, catering to users with no coding or web development background
  2. Customer Support – The platform offers 24/7 support via email, chat, and phone, accompanied by an extensive library of self-support documentation
  3. Attractive Themes – A wide selection of free and paid themes, designed by professional developers, enhances the visual appeal of your online store
  4. All-in-One Solution – Shopify seamlessly integrates hosting, themes, cart functionality, and sales channels, saving you time, money, and resources
  5. Excellent Site Performance – Fast-loading sites ensure a smooth shopping experience, reducing the likelihood of customers leaving due to slow loading times
  6. Multi-Channel Selling – Shopify supports integration with various channels, such as Facebook, Amazon, Pinterest, and mobile apps, enabling broader market reach
  7. Cart Recovery – Shopify Abandoned Cart Recovery facilitates the retrieval of potential sales by sending reminders to customers who left their carts unfinished


However, Shopify does have some drawbacks to consider.

  1. Limited Customization – While ideal for beginners, advanced customization can be challenging due to Shopify’s unique Liquid language.
  2. Cost of Add-Ons – Many essential features require paid plugins, which can add to the overall cost of operating a Shopify store.

To optimize your Shopify store, you may need to invest in some of these paid plugins, depending on your specific needs. Careful selection ensures that you invest in plugins that are indispensable for your business.


WooCommerce, a versatile open-source software, is tailor-made for WordPress websites and is commonly employed for crafting online e-commerce stores. It allows you to effortlessly transform your regular website into a fully functional online shop, equipped with all essential e-commerce features.

This user-friendly solution simplifies online store management, covering tasks like product presentation, order handling, and the acceptance of multiple payment methods. The best part is, WooCommerce comes at no cost. You can obtain the WooCommerce plugin from the official WordPress plugin directory.

WooCommerce boasts an intuitive interface that doesn’t demand IT or coding expertise, making it an appealing choice for many businesses. As of data from Barn2, approximately 3.8 million online stores, spanning various sectors from retail and bookstores to food and beverage and donation agencies, are currently powered by WooCommerce.

Initially introduced in 2011 by WooThemes, WooCommerce came under the wing of Automattic, the parent company of WordPress, in 2015. The merger of WordPress and WooCommerce propelled their growth, and to this day, Automattic actively develops WooCommerce and its extensions.

Pros and Cons of WooCommerce

WooCommerce has gained popularity for multiple reasons.

  1. Open Source and Free – WooCommerce is a free, open-source plugin seamlessly integrated with WordPress. It empowers you with complete control over your online store’s appearance and features without any additional cost.
  2. Versatile Product Promotion – You’re not confined to your WooCommerce store. Use plugins like CTX Feed to create product feeds for marketing across numerous platforms, expanding your website’s reach and boosting revenue.
  3. Flexibility to Meet Unique Needs – Thanks to a thriving developer community, you can select from a wide range of extensions, whether you need a ready-made plugin or a custom solution. WooCommerce offers cost-effective choices to accommodate your specific requirements.
  4. Swift and Simple Layout Options – WooCommerce plays well with almost any WordPress theme, enabling you to choose the ideal layout for your brand. Installing it is straightforward, even if you don’t have a fully developed website.
  5. User-Friendly for Non-Tech Savvy – WooCommerce’s streamlined management benefits from WordPress’s user-friendly framework. Even without technical skills, business owners can navigate it effortlessly, with ample online resources for assistance.
  6. Diverse Product Promotion – You can sell both physical and digital items on WooCommerce, and with expert help, you can manage subscriptions, reservations, and more.
  7. Seamless Integration – WooCommerce easily integrates with CRM systems, order management software, and third-party services, enhancing your store’s efficiency and adaptability.
  8. SEO-Friendly – Running WooCommerce on WordPress brings the SEO advantages of WordPress, simplifying SEO management for your e-commerce store.
  9. Built-In Analytics – WooCommerce provides built-in analytics, giving you insights into your online shop without extra effort. You can also incorporate third-party analytics for more data.
  10. Security Focus – The WooCommerce team collaborates with security experts to enhance security by regularly updating the codebase.
  11. Content Marketing Support – WooCommerce, built atop a blogging CMS, simplifies adding products and pages, making content marketing a breeze.
  12. Strong Community Support – With a thriving developer community and resources like forums, you can find support to address any issues and inquiries effectively.

There are also drawbacks to using Woocommerce.

  1. Requires WordPress – WooCommerce is designed exclusively for WordPress, so if you prefer a different platform, it may not be suitable.
  2. Potential Hidden Costs – While WooCommerce is free, additional plugins and tools may be required, incurring costs that should be factored into your budget.
  3. Plugin Usage Caution – Overloading your website with plugins can impact performance. It’s recommended to use CSS, jQuery, or HTML to maintain a responsive site.
  4. Market Localization – WooCommerce may not perfectly cater to markets outside the United States, causing variations in the user experience.
  5. Lack of Legal Documentation – WooCommerce lacks legal documentation, potentially leading to legal or tax issues depending on your location.
  6. Updating Challenges – WooCommerce’s update policy may cause difficulties, and compatibility checks with other website elements are crucial to avoid disruptions.
  7. Lower Market Share – While WooCommerce is a robust option, it may have less market share compared to competitors like Shopify and Amazon due to its WordPress dependence.


Magento Commerce is an ecommerce solution designed with larger online retailers in mind. It’s a tool that streamlines inventory and sales management, making it easier to organize your online store. It also comes with a user-friendly page builder, allowing you to design web pages to your liking. Adobe Commerce, which is part of Adobe Commerce Cloud (ACC), provides an open-source platform to personalize, manage, and optimize your ecommerce store. Adobe’s acquisition of Magento in June 2018 led to the transformation of Magento into Adobe Commerce.

Magento 2 represents an updated version of Magento 1. It’s compatible with PHP7, resulting in faster loading times for your website. Magento 2 also supports automatic updates, making your site more SEO-friendly and optimized for mobile devices. It’s important to note that Magento 1 is no longer supported since June 2020, making Magento 2 the sole supported version.

In terms of software options, there’s Magento Open Source, which is a free version providing the basic functionalities you need to start your ecommerce site. On the other hand, there’s Magento Commerce, a paid version that offers enhanced security and a broader range of features to effectively build and run your online store.

Pros and Cons of Magento

Magento has gained popularity for various reasons.

  1. Flexibility – Magento’s open-source nature allows for high flexibility and adaptability. You can easily modify your online store to meet specific needs, making it great for complex businesses.
  2. SEO Capabilities – You have full control over your site’s technical aspects, which is essential for SEO. Magento offers granular control, letting you get creative with your search campaigns.
  3. Omnichannel Support – It helps create consistent experiences across various customer touch points, which is crucial in today’s multi-channel world.
  4. Supportive Community – Magento boasts a large community of developers ready to assist you, making it beginner-friendly.
  5. Data Regulations Compliance – It offers features like GDPR compliance for European customers and SOC 2 compliance for American businesses, addressing data regulations.

There are drawbacks to Magento.

  1. Costly – Magento requires hosting, maintenance, and expensive plugins, leading to substantial ongoing expenses
  2. High Technical Barriers – It’s not beginner-friendly and demands technical expertise, which can be challenging for novices
  3. Dedicated Hosting – You need a dedicated server to host Magento, which may pose a challenge for startups and small businesses

Key Factors to Consider When Choosing Your E‑Commerce Platform

When you’re choosing the right eCommerce platform, it can feel overwhelming due to the many options out there. To simplify the process, below are some key factors to consider.

  1. Platform Type – Decide if you want a platform you manage yourself (self-hosted) or one that’s managed by a provider in the cloud. Self-hosted platforms offer more control but need more attention, while cloud-hosted solutions are easier to handle but offer less customization.
  2. Cost of Ownership – Calculate all the expenses involved, including monthly fees, transaction costs, and any extra features you might need. It’s crucial not to compromise essential features for a lower price.
  3. Integrations – Think about the plugins and integrations you require for your business, like accounting, email marketing, and payment options. Ensure the platform offers what you need.
  4. Themes and User Experience – A user-friendly design is vital for turning visitors into customers. Check the available themes and design options.
  5. Platform Speed and Scalability – Make sure the platform is fast and can grow with your business. Consider cloud-hosted solutions with advanced features for speed.
  6. Store Functionality and Product Management – Look for features such as easy bulk uploads, sorting options, shipping choices, and dynamic filters. These features help you create a dynamic and profitable online store.
  7. Security – Security is critical. Ensure the platform complies with security standards, provides secure data backups, and supports SSL encryption.
  8. Payment Gateways – The platform should support various payment methods to cater to different customer preferences.
  9. Personalization – A good platform will offer features that personalize the shopping experience for your customers, such as product recommendations based on their past behavior.
  10. Mobile-Friendliness – With so many people shopping on their phones, your platform must offer a smooth and intuitive mobile experience.
  11. SEO Friendliness – A platform that supports search engine optimization (SEO) is essential for better visibility on search engines like Google. Look for features like metadata updates and clean URL structures.
  12. Order Management System (OMS) – An efficient OMS is crucial for order processing and communication with customers. It should include order tracking, email notifications, and integration with inventory and customer management systems.

E‑ is a platform that focuses on e-commerce, multi-channel sales, and marketing. It offers a wide range of services and expertise to help individuals, businesses, and organizations navigate and excel in the complex world of multi-channel commerce. The platform assists retailers in expanding their online presence, helps wholesalers establish cost-effective sales channels, and supports brands in extending their marketing strategies. also provides solutions for digital transformation, enabling businesses to expand globally and enhance customer satisfaction. Additionally, it offers its expertise to e-marketplace operators to remain competitive. The platform covers various aspects, including branding, e-commerce, customer engagement, and more, to address the challenges of today’s multi-channel business landscape through a consultative approach.


Many eCommerce platforms seem similar on the surface, but when you explore further, you might find significant limitations like missing support for specific business models, essential security features, or necessary integrations. That’s why thorough research is crucial when selecting a platform, especially for a growing and complex online store.

Different platforms like Shopify, WooCommerce, and Magento offer unique advantages and disadvantages, catering to various business needs. Careful evaluation of these factors will help you make an informed decision that aligns with your e-commerce objectives and ensures your online store’s success.