Whether you’re launching a new store or replatforming, choosing the right e-commerce platform requires careful consideration.
What Is an E-commerce Platform?
An ecommerce platform (ecomm, for short) is a software that handles everything a business selling products online would need, including showing the products for sale, allowing users to purchase directly from the website, organizing and fulfilling orders, handling payments and shipping, managing customer accounts, and tracking inventory, to name a few.
What Are the Most Common E-Commerce Platforms?
Some of the most frequently used e-commerce platforms include:
- Shopify
- Magento
- BigCommerce
- WooCommerce
- SquareSpace
- Wix
- Square Online
What to Consider When Choosing an E-Commerce Platform
Selecting the right e-commerce platform isn’t always straightforward. Here are some key things to keep in mind as you compare your options:
1. User Friendliness
How easy is it for you or your team to manage the website, your inventory, customer needs, and more? If you have a development team, are they familiar with the platform? Can you easily use the main features and customize your storefront?
2. Cost
Are there hidden fees associated with the platform? Does it take a percentage of every sale you make? Are there initial setup costs you need to factor in? How much does it cost per month? Can you save money by paying for a year at a time?
3. Customer Support
Does the platform have live people you can talk to if you need help? Is there a cap on the number of support hours you get per month? Does the platform have a knowledge base or resource center you can access if you need help with something? How difficult is it to bypass the auto-chatbot and talk to a real human? Make sure you read reviews and do your research before committing to anything.
4. Features
Does the platform have all the features your business needs? Can you set up what the SEO team calls “configurable products” for products with multiple variants (think sizes, colors, dimensions, etc.)? Does it integrate with other tools you use?
5. Scalability & Performance
Can the platform handle rapid growth of your business? Will there be massive costs associated with that growth? Does the platform have a limit on the number of SKUs or pages your website can have? Is there a cap on the number of redirects you can put in? If you see a spike in traffic, will that slow down performance?
6. Mobile Optimization
With 57% of ecommerce traffic coming from mobile devices, it is imperative that your website is responsive, loads quickly, and provides a seamless mobile experience. In today’s world of e-commerce, mobile-friendliness is a non-negotiable.
7. Security, Compliance & Accessibility
As a responsible business, you’ll want to make sure your customers’ data is safe and protected to build trust and avoid legal issues. Additionally, you’ll want to ensure that the e-commerce platform you choose allows your website to comply with regulations such as GDPR and CCPA, and is accessible to all users, regardless of the device they use to access it.
8. SEO Capabilities
One major issue we’ve seen businesses encounter when choosing an e-commerce platform is forgetting about SEO. SEO is so important. Making sure your website can be properly crawled and indexed by search engine spiders and generative engines is paramount if you want to have success in organic rankings. Check whether the platform lets you customize URLs, add meta tags, use Schema, edit your XML sitemap, and integrate a blog. Not being able to do one of these things may not be a deal breaker, but it may mean your team has to get creative in how certain tasks are completed.
9. Checkout Flexibility
Are you required to use built-in checkout functionality? If you want to use a different payment system, does the e-commerce platform charge a fee? Are you able to connect to a different payment system or does it prevent you from doing that? Compare different platforms’ payment options and checkout customization before making a choice.
10. Reporting Capabilities
Will the platform send automated monthly, weekly, and/or daily reports to you? Does it integrate with Google Tag Manager so you can connect to the analytics platform of your choosing? Understanding customer behavior and sales performance is key to making smart, data-driven decisions.
11. Marketplace Integrations
If you sell on other platforms like Amazon, eBay, Instagram or Meta, etc., having your ecommerce platform integrate with these other marketplaces and be extremely helpful for inventory management purposes. What kind of marketplace integrations does the platform offer?
12. Design Flexibility
Not all websites are created equally, especially those out-of-the-box websites meant for beginners without a design team. Does the e-commerce platform you’re interested in offer design customization so you can differentiate your brand from the rest? Does that mean dragging and dropping pre-built blocks, or can you also manipulate the code? Keep these considerations in mind as you shop for a new platform.
Making the Right Choice for Your Business
Choosing the right e-commerce platform is one of the most important decisions your business will make. From cost and customer support to SEO and scalability, each factor plays a crucial role in your site’s performance, user experience, and long-term growth. Take the time to evaluate your current and future needs, and don’t be afraid to trial a few platforms before committing. With the right foundation in place, your online store will be better equipped to grow, convert, and compete. Not sure which platform fits your goals? Reach out to our experts for personalized recommendations.
