The digital eCommerce universe has become one of the most competitive marketplaces around. According to Adobe, an estimated 26 million eCommerce websites are doing business today. If you’re looking to find your place under the sun, eCommerce platforms can help you achieve success in the digital marketplace.
If your business has tried an eCommerce website and failed, the problem might not be your brand or products. It might be the tools you used to build and maintain the virtual store. Today’s consumers are looking for more than just some nice product pictures and a blurb about the company.
They want to buy from websites that are easy to use and navigate. They look for key features such as search engines, chat customer service, options, and state-of-the-art security. According to Tech Jury, mobile buyers make up 67.2% of all online purchases, so they want responsiveness, too.
Setting up and managing a successful eCommerce website is a big hill to climb, but it is necessary. Brands must meet customers where they spend their time, and that is online. Ecommerce websites generated 856.8 billion dollars in revenue in 2022.
This article will discuss eCommerce platforms, their use, and why you need one.
A practical place to start is with a basic definition.
What Is An eCommerce platform?
An eCommerce platform is software that facilitates the process of buying and selling goods and services online. It is an application that manages a business’s websites, online sales, and omnichannel marketing.
What Does An eCommerce Platform Do?
It is responsible for coordinating the consumer’s relationship with the online seller.
If that all sounds vague, it’s because different eCommerce platforms offer additional features. At the basic level, this software will:
- Allow site users to search for products
- Provide a digital shopping cart
- Handle the payment process
Many platforms do much more than that, though. They might offer data analytics, for example. When shopping for an eCommerce platform, you need to find one that fits the company’s budget.
At the same time, it must offer the features necessary to allow your customers to order products and services seamlessly.
The Role of eCommerce Platforms in Your Business
An eCommerce platform serves as the operational hub for online sales and marketing. It provides the basic infrastructure to run an online business.
The ultimate goal is to streamline the process of selling products and services where many people shop. Businesses could do this without an eCommerce platform, but the process would be more difficult. The administrator would have to handle the components of the virtual store individually, often using third-party vendors. For example:
- Inventory management
- Payment gateways
- Customer service
- Product fulfillment
- Content marketing
These are pieces that fit together to make an eCommerce website work. They are necessary components available individually, but an eCommerce platform puts them under one roof to simplify the management.
Key Features to Look for in an eCommerce Platform
Choosing the right eCommerce platform can be a challenge. Finding a platform that fits your business needs will allow you to:
- Control costs – This includes the set-up fees and any maintenance costs.
- Allow growth – Once the websites are up and running, the next step is to allow them to grow. Some platforms make that difficult or expensive.
- Enhance customer engagement – Many brands make this a primary focus because engagement can bring a customer back repeatedly.
- Prioritize customer service – Providing customer support means better conversions and enhanced loyalty.
What are some key features to look for on an eCommerce platform?
Hosting and platform type
There are two types of platforms: self-hosted and cloud-based. With a self-hosted or on-premise platform, you do much of the legwork. For example, you would need to find a host for the website, manage the installation, and do the administration.
That will give you more control but requires more time and technical knowledge. One person would be responsible for things like source coding and software updates.
A cloud-hosted platform means you work via the cloud. Cloud-based platforms can be further broken down as SaaS or PaaS. A SaaS platform such as Shopify is all-inclusive.
You simply pay for a website, provide the content, and choose a look for the site. You have access to additional apps, themes, and data analytics.
A PaaS cloud-based platform adds a hardware element. It falls between shared hosting and SaaS. The platform manages the operating system and software. You provide content, some code, and databases. A PaaS platform separates the business from the server administration.
The significant difference between the two is the coding. With SaaS, you don’t provide custom source code. It is more of a WYSIWYG option. PaaS gives you more control over the coding aspect.
Pricing
Pricing is an obvious consideration. You can expect most platforms to have a monthly fee. The exception to this might be open-source.
The cost varies from platform to platform and may differ based on the features you choose and how much bandwidth and storage you require.
Integrations
Businesses must think ahead when choosing a platform. What systems might you want to integrate with the eCommerce platform initially and in the future? Some options would include:
- Accounting
- Email marketing
- Shipping
- Payment
- Marketing
- Customer loyalty programs
Not all platforms allow for integrations.
Extensibility
A typical eCommerce platform provides the basis necessary to launch a website. They often come with ready-made integrations. You might need a more advanced PaaS platform if you want more than that.
Scalability
The other side of that coin is scalability. You want to be able to grow your website or scale it down during slower seasons.
Administration
How easy is it to add or delete products or establish inventory counts? What about changing prices? How do you upload images? You need to know how much effort it takes to make changes to your website.
Websites and eCommerce Platforms: What Sets Them Apart?
Ecommerce platforms and websites are terms sometimes used interchangeably, but they are quite different.
About an eCommerce platform
An eCommerce platform is a software-based platform that lets businesses sell products and services online. There are three main styles:
- Open-source – gives you complete access to the source codes and more control over how shopping is done through the site. Some examples of open-source platforms include Square Online, WooCommerce, and Joomla.
- SaaS is a cloud–based platform that is an all-in-one service. The platform handles everything; the business chooses a theme and provides the information. Examples of SaaS platforms include Shopify Plus and Salesforce Commerce Cloud.
- Headless – A headless platform separates the back end from the front end of customer-facing operations. You create the website using programs like WordPress or Drupal. The eCommerce platform provides cart and payment services. Examples of headless platforms include Spryker and BigCommerce.
That is different from an eCommerce website.
About an eCommerce website
An eCommerce website is any site with eCommerce features. In other words, any website where you can purchase something off it.
Many brands allow you to create an eCommerce website without the versatility of an eCommerce platform. They may offer a plug-in that serves as a payment gateway to allow for purchasing.
Having a basic website lacks the capabilities of an eCommerce platform, though. It won’t be scalable, for instance, or customizable. It will likely have very few features to choose from. The theme will be set in stone with no room for changes.
A simple website may be enough for small businesses with little online sales. For many companies, though, it will be too limiting.
Choosing the Right eCommerce Platform: A Step-by-Step Process
The first step is to determine what feature the business needs. The platform should meet your needs for:
- Inventory size and management
- Payment methods
- Level of support
- Integration
Next, focus on your budget. Many eCommerce platforms offer pricing structures based on things like storage and bandwidth use. If you find one that meets your needs, see what pricing plan you can afford.
Ease of use
This applies not only to the business but also to its customers. How easy is the client interface to use? What about the website navigation and purchasing system? Is it easy to navigate?
Search for reviews on the internet to see what current and past users say about the platform. This will give you insight into whether it is the right pick for your brand.
Payment security
This is another consideration critical to both the business and the customers. Find out what payment methods the platform supports and what security features they offer. For example, is there a two-factor authorization system in place?
Does it meet your scalability requirements?
Perhaps you amp up your product selection during the holidays and then scale back? Is there room to grow on this platform?
Customer support
If you have questions, is there customer service available? Do you talk to a person? Does the company display a phone number to call?
Also, consider whether there is a contract you must sign to get an optimal price. For example, is the billing done yearly or monthly? Is there a choice between them? If so, you can test the platform for a month and then opt for the less expensive annual billing if you are happy.
Top eCommerce Platforms in 2024: What Makes Them Stand Out?
For small and medium-sized businesses, the best eCommerce site is likely Shopify. Shopify is scalable and provides features that come in handy, although you might have to pay more for them.
Get to know more details about this platform and other 7 big players.
For instance, Shopify Fulfillment offers faster and more affordable shipping but comes at an added cost. Shopify has a number of these ala carte features. That allows businesses to pick and choose what they need instead of paying for something they won’t use.
1. Shopify
Unsurprisingly, the top tool on our list is Shopify.
This platform is a real one-stop-shop — excuse the pun! — for all things eCommerce.
Whether you are an eCommerce novice or know your way around eCommerce, Shopify is for you.
Super-easy to set up and configure, it allows you to both start a new eCommerce site from scratch as well as manage and maintain a well-established one.
Through Shopify, you can sell products from anywhere, including social media accounts, in-person sales, and third-party marketplaces.
How Much?
To begin with, you can try out Shopify for free for 14 days.
Then, if you are happy, you can choose one of its three plans: Basic Shopify ($29 per month), Shopify ($79 per month), and Advanced Shopify ($299 per month).
What We Like Best
In this day and age, a huge — and ever-growing — amount of online sales are happening on mobile devices.
And guess what? Every Shopify theme is mobile-friendly. Not only that, but the platform also features tools like BuildFire which allow you to actually build separate Shopify mobile apps.
Pretty awesome, right?
2. Wix
You have probably heard of Wix as one of the most popular website builders.
And while this is, of course, true, this platform is also one of the best eCommerce tools out there.
With over 500 templates to choose from and no coding knowledge or experience required, you can build an amazing eCommerce site in literally a few clicks.
Wix makes it a cinch to create your own customizable digital storefront and shopping cart, as well as to add features including product galleries, mini-carts, and wishlists.
How Much?
A standard plan with Wix will cost you $13 a month, but you need to make sure that the specific subscription that you chose actually supports online sales.
If you want a basic eCommerce plan with Wix, then you are looking at prices that range from $23 to $49 per month.
More advanced eCommerce plans are more pricey, starting at $500 per month.
What We Like Best
Wix is a really great choice for those who are just starting out in eCommerce, not only thanks to its ease of use and super-intuitive navigation but also because it supports dropshipping.
This means that it can allow you to browse through a huge catalog of products for sale, at no added cost.
3. Squarespace
Just like Wix, Squarespace is another very popular, very easy website builder.
But unlike Wix, every single one of its available business plans does come with in-built eCommerce capabilities.
The platform allows you to browse through an ever-expanding array of stunning templates that are particularly suited to businesses in creative industries.
But besides allowing you to showcase your amazing creative work, Squarespace also lets you sell it online.
How Much?
The Squarespace Personal plan costs $12 per month but doesn’t include any online selling capabilities.
At just a few more bucks — $18 per month, to be more precise — you’ll be able to have a fully integrated eCommerce site and sell as many products as you like, though still with some limitations.
If you are serious about selling on Squarespace, then your best bet is to pick either the Basic Commerce ($26 per month) or the Advanced Commerce ($40 per month) plan.
What We Like Best
Squarespace is truly one of the best eCommerce site builders in terms of aesthetics.
If you are aiming to display your products in a way that is eye-catching, professional, and enticing, then Squarespace is the way to go.
Plus, the platform is also integrated with other online selling tools, including PayPal, USPS, FedEx, Apple Pay, and Stripe.
4. WooCommerce
Here’s something a bit different from what we have seen so far: WooCommerce is not an actual eCommerce solution, it’s a plugin that you can add to your WordPress website.
Essentially, with WooCommerce you can add eCommerce capabilities to any WordPress site.
How Much?
More good news: this plugin is totally free to install.
However, you can also add some more extensions — some are free, while others have prices that go up to $300.
What We Like Best
The customization that this tool offers is truly fantastic.
Plus, WooCommerce also integrates with other online selling platforms like PayPal, Stripe, and Amazon Pay, making payments a real walk in the park.
5. BigCommerce
Another great eCommerce solution used by companies of all shapes and sizes in over 120 countries around the world, BigCommerce has pretty much everything you need to sell products online.
Established back in 2009, BigCommerce features unmatched eCommerce performance, including page loading speed, security, and uptime.
How Much?
BigCommerce offers four plans: Standard ($29.95 per month), Plus ($79.95 per month), Pro ($299.95 per month), and Enterprise (custom quotes for each user).
What We Like Best
BigCommerce is one of the few eCommerce tools that can support both individual online sales and B2B wholesales, thanks to its enterprise-ready eCommerce capabilities.
The platform also features amazing tools for SEO, conversions, inventory management, and 24/7 customer support.
6. 3DCart
If you thought that BigCommerce was one of the oldest eCommerce platforms out there, then think again: 3DCart beats it, as it was established in 1997.
While definitely not suitable for beginner eCommerce marketers, 3DCart works well for more advanced eCommerce users.
This is because, unlike other solutions on our list, 3DCart is not super-easy or intuitive to use, but requires some degree of coding and development knowledge.
How Much?
This platform offers five different payment plans. The cheapest costs only $19 per month, while the most expensive goes up to $229 per month.
Every plan offers a 30-day money-back guarantee in case you are not satisfied with your purchase.
Want to test the solution for free? 3DCart lets you play around with it for 15 days, at no cost.
What We Like Best
If you are comfortable with coding and development, then this is a great tool for you.
Once you have installed it, you’ll have access to over 200 eCommerce features, 50 free themes, and more than 100 payment providers.
You can also integrate 3DCart with third-party platforms such as Stripe, PayPal, Amazon, MailChimp, QuickBooks, and more.
7. OpenCart
This free, open-source tool brings eCommerce capabilities to already existing websites.
What this means, essentially, is that with the OpenCart plugin you can transform your standard site into an online store.
How Much?
OpenCart is free both to download and to install, but if you require any extensions or more customized support, you will have to pay extra.
What We Like Best
We love OpenCart for its absolutely massive selection of themes and modules — 13,000, and counting — and the fact that you can integrate it with an equally huge list of payment and shipping providers.
A Final Advice
In the dynamic realm of e-commerce platforms, where every click counts, content creation emerges as the linchpin for success.
Engaging, informative content not only attracts customers but also fosters brand loyalty and drives conversions. As you embark on your journey into the digital marketplace, remember that quality content is the cornerstone of your online presence.
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