Check out our new Ecommerce glossary of terms!

Updated: February 12, 2021
ecommerce glossary of terms

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Entrepreneurship (whether in a virtual or physical store) is a fascinating activity, but it requires study. It is not enough to get capital, go out, and buy merchandise, or hire employees. Planning is necessary.

The internet helps that learning process a lot, but the information is not always organized practically, is it? Because of that, today’s post will rescue the dictionary organization and show you an ecommerce glossary of terms!

The main terms you need to know, organized in alphabetical order to facilitate your consultation. Let’s go?

Ecommerce Glossary of Terms



It is an advertisement, carried out on internet search services, such as Google AdWords, for example. Those services offer ads according to the internet user’s behavior.

If they search for the term “apartment”, Google may present the website of a real estate company that has contracted this type of advertising.


Ad preview. Reveals how many times the ad was viewed. It is important to evaluate the efficiency of marketing and advertising strategies.

Application or App

Program developed to run on mobile devices, such as cell phones or tablets.

Many stores create their own apps to be able to get closer to the customer. This strategy should be well studied because it is not recommended for all ecommerce segments.


Target audience with whom the entrepreneur wants to talk. It is important to know your audience to adapt your ecommerce to it.

Average Navigation Time

Numerical average time spent by users browsing your site.


B2B (Business-to-Business)

We can define it as business ecommerce; that is, a company that sells to other companies.

B2C (Business-to-Consumer)

The commercial transaction between an ecommerce company and the final consumer of the product — or service.


The most common type of advertising on the internet. Usually displayed at the top or side of web pages.

Its content is independent of the rest of the site, and the internet user can identify it as an advertising action.

Black Friday

The Friday after American Thanksgiving. On that date, stores usually offer big discounts.

Behavioral Target

A study that analyzes consumer behavior on the web page. All interactions, clicks, searches, and purchases are analyzed. This study usually guides online planning actions.


An informative web page, however, with lighter and more personal language. Blogs emerged as virtual diaries, but today they are used by companies to communicate more directly with the target audience.

A clothing ecommerce can have a fashion blog, for example.

Bounce Rate

Shows how many internet users visited the site but did not continue browsing. Also known as the bounce rate.

Every time an internet user demonstrates that behavior on the website, a rejection is counted.

Boxing Day

The sale off of products that were not sold at Christmas. Some stores start making those offers on December 26th.


Call-to-Action (CTA)

They are small texts that call the internet user to an action, such as sharing the page on their social networks, registering on the website, etc.

Category (Product Category)

Way to organize your products in ecommerce, improving the customer experience.

Example product category: “men’s clothing”.


The cancellation of a purchase made with a credit or debit card. It occurs when the cardholder does not recognize the purchase or when the transaction does not obey the rules determined in contracts.

Click Rate or CTR

The ratio between the number of times an ad is shown and the number of clicks it receives.

Click Stream

Also known as a click track, this practice analyzes the internet users’ behavior on the website, verifying the sequence of pages they visit.

Consumer Protection Code

The set of rules created to protect the consumer in their purchases. One of the rules related to ecommerce is the “right to regret”, in which the customer has seven days to return a product he bought over the internet.


International electronic commerce. An alternative for those who invest in ecommerce is to sell to customers who live in other countries.

Cross Docking

Redistribution of goods to reduce the stocking of products, generating tax savings, and improving distribution logistics.



Junction of the HTML language with the JavaScript language.


Act of downloading a copy of a file.

Duration of visit

The time that the internet user stayed on the site.


EDI (Electronic Data Interchange)

Document exchange between business partners, done exclusively by the digital environment. It requires standardization of documents; however, it can improve the business processes involved.


Computer system that gathers much of the information and actions of a company, becoming responsible for managing such actions.

The acronym is an abbreviation for the term Enterprise Resource Planning.


FAQs (Frequently Asked Questions)

Those are the frequently asked questions. In ecommerces, those questions may be related to the delivery time of the goods or the return policy.

It is recommended to have a page with the answers to those questions to avoid congestion in the call center.

Front Office

Also known as the Front Line, it refers to the activities of a company that have the most contact with the customer.

It can also mean the interface with which the internet user interacts in your ecommerce.

Funnel (Sales Funnel)

Also known as a conversion funnel. It is largely linked to Content Marketing. In this article, we explain the concept well.

Regarding ecommerce, the Sales Funnel can reveal information about the escape of the Internet user, such as on which page visitors tend to give up the purchase. One way to measure that information is to use a tool like Google Analytics.

Fraud risk management:

The series of strategies taken to prevent the online store from being a victim of financial fraud.


Gateway (Payment)

It is an application for ecommerce maintained by a financial company, which authorizes transactions between customers and the online store.



A tool that optimizes searches for certain terms. Very popular on social networks like Twitter.


A potential consumer of a specific brand or product. This term also refers to advanced internet users, who use online services so much that they gain great knowledge on the topic.

Home page

The main page of a website.


Service offered by a private company, which is responsible for storing the website and making it available on the Internet through its address.


Code language used to create websites. HTML is the most popular language, but it is not the only way to program a website.


Inbound Marketing

Also called Attraction Marketing. This strategy usually attracts customers through content made for the Internet, such as blogs, podcasts, video lessons, etc.

An example in ecommerce: a building materials store that gives decoration tips on a blog.


When it comes to digital companies, this term is associated with the indexing of their pages by search engines, such as Google.

The pages that appear at the top of searches on those sites have been indexed. This result is possible thanks to marketing and SEO strategies.


The reaction of your ecommerce users to any stimulus available in the store. For example, comment on a product.



One of the existing image formats. It is important for the ecommerce entrepreneur to standardize the format of the image files to facilitate editing.



A term that will be used on your ecommerce to attract the user.


It stands for “key performance indicator”. KPIs are metrics that the entrepreneur chooses to evaluate the success of the strategies adopted.



It is the data of a potential customer. The visitor registers on your ecommerce to receive offers by email.

As a result, the shopkeeper has the means to get in touch. It is not a simple registration. This strategy aims to know who are the internet users that can become customers.

Long Tail

A strategy that helps the internet user to find the page of your ecommerce in a more extensive search, containing longer keywords with at least three terms.



Ecommerce that is conducted from mobile devices, such as cell phones.

Mobile Marketing

Strategic Marketing actions for mobile devices.

Market research

A study that is carried out to obtain a current view of the market in which the company is inserted.


Newsletter or E-letter

Emails containing news and/or information. Your ecommerce blog can send emails to users (generating leads) highlighting the best posts of the week.


A methodology that measures the degree of customer loyalty and satisfaction with your store and/or products.



Marketing action focused on the individual character of each client. Only possible if there is a close relationship between the company and the consumer.

Organic search

When the internet user arrives at your site through a search. Organic search is important for ecommerce because it is free.


It is a way to add more value perceived by a consumer when he is receiving an offer or making a purchase.

Basically, it is delivering more than the consumer expects.


Payment broker

A tool that connects the ecommerce with the financial institution responsible for paying for the purchase.

Working with a payment intermediary can reduce the incidence of credit card fraud.


A window that opens in the browser, but that is independent of the homepage.


Quality Score (Adwords)

Google tool that calculates the best ad made; that is, the most likely to attract the user’s attention, leading to a click.



A content, usually made by users or specialized press, testing a product.

Responsive website

A site that automatically adapts to different browsers and devices.

Rich Media Banner

Advanced digital advertising that encourages user interaction.

ROI (Return on Investment)

A calculus that shows how much return an investment has brought.


Sales conversion rate

A calculation that helps the entrepreneur to measure how the investments he made became — or not — sales.

SEO (Search Engine Optimization)

Strategies adopted to improve the positioning of a page on search engines.


Stock Keeping Unit. Classifies products, facilitating their storage and replacement.

Sponsored Link

When the entrepreneur pays to advertise his link on a website.


URL (Uniform Resource Locator)

Set of words or codes that are typed in the browser to take the user to a website.


The internet user who uses/browses your ecommerce.



An internet user’s access to your website. It can be measured as a single visit, so, even if the user spends hours in your store, it will be counted as a single visit.


Web Service

Services used on the Web.



Programming language.

Now that you have access to this ecommerce glossary of terms, you can conduct your research on the topic in an organized manner.

Many terms have complex names but do not be alarmed. In practice, it is easy to master them. You just need a little study.

Ecommerce is already an important reality in the context of current businesses, and your company cannot be left out, right?

Speaking of study, how about continuing to learn? Our tip is this ebook about starting your own corporate blog to generate leads and opportunities for your business. It’s free!

WordPress Guide for Corporate Blogs - Promotional Banner

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