Practical Ecommerce

8 Questions before You Choose an Ecommerce Platform in 2015

Selling online requires an ecommerce platform. Fortunately, for entrepreneurs there are many good ecommerce solutions available. Selecting which one to use can be a matter of choosing the best option for a particular ecommerce business.

As selling online has changed, so have the required ecommerce features and functions. For example, just a few years ago mobile commerce wasn’t so important. But now every good ecommerce platform should make selling on a smartphone or tablet simple. Or, more recently, content marketing has become vital for ecommerce, so now ecommerce platforms should include a way to integrate content.

What follows are eight questions ecommerce entrepreneurs should ask when choosing a new ecommerce platform in 2015.

How Much Will It Cost?

Ecommerce businesses come in all sizes and with all sorts of different budgets. Ecommerce platforms come in lots of different price ranges too.

On one end of the scale, it is possible to run a free, open source ecommerce platform on a free tier of Amazon’s Elastic Compute Cloud (EC2) and essentially pay nothing in the first year.

At the other end of that scale, one could deploy an enterprise solution, like Hybris, which powers some of the largest of online retail sites in the world, but has a cost proportionate with the sales it helps to generate.

Estimate how much you think you can afford to pay for your basic software each month. Be certain to take into account related expenses like hosting fees, payment card fees, or transaction fees.

How Long Will It Take to Get Started?

Some software-as-a-service ecommerce platforms can be set up and go live in a matter of hours. Other solutions might take months to deploy. So know how soon the ecommerce site should be up and how much development time you can invest.

Also remember that the ecommerce platform is just one part of what it takes to sell online. A new online store needs product photos, product descriptions, text for the about page, a payment gateway, and much more.

Find an ecommerce solution that will be ready when the rest of the business is ready.

Will It Look Good and Function Well?

A successful online store functions well and looks great. Remember that shoppers, especially first-time shoppers, need to trust your business, and site aesthetics are a key indicator of trust.

Suitsupply, which runs on Demandware, is an example of a great looking and functioning ecommerce website.

Suitsupply, which runs on Demandware, is an example of a great looking and functioning ecommerce website.

Imagine walking into a physical store to find that the floor is old looking, the shelves are flimsy or broken, and the walls are only half covered in paint. What would you think about that shop and its keeper?

In the ecommerce platform context, having a site that looks good and functions well often means that you have a site you can control and customize. This, by the way, is also where mobile optimization comes in. There is a direct relationship between the ability to customize a site and the ability to mobile optimize that site.

To help answer this question, look for live sites running on the platform. Many ecommerce platforms will have a list of customers or a gallery. These examples can be helpful tools for selecting your platform.

How Flexible Is the Product Catalog?

Somewhat related to site aesthetics and functionality is catalog flexibility. Essentially, you’re asking if the ecommerce platform in question can adequately manage the breadth of products your store will sell.

Happy Socks sells a relatively narrow line of products: socks and undergarments.

Happy Socks sells a relatively narrow line of products: socks and undergarments.

Happy Socks, as an example, is an online store specializing in socks and undergarments. While the site certainly has a lot of fun products in those categories, there is not a lot of difference between how a pair of socks is presented on an ecommerce platform and how a pair of men’s boxers is presented. Both socks and boxers have a similar set of presentation requirements. So in the context of choosing an ecommerce platform, Happy Socks does not necessarily need a very flexible product catalog.

Conversely, Rogue Fitness, which sells strength and conditioning equipment online, has a relatively more diverse line of products. The product information shown when selling a barbell — for example the knurling pattern — may be quite different than the product information needed to sell a Rogue-branded women’s shirt, which is also for sale on the website. Even the aspect ratio of the product photography might be significantly different.

Rogue Fitness sells a broad line of products, including metal barbells and cotton shirts.

Rogue Fitness sells a broad line of products, including metal barbells and cotton shirts.

Be sure that the ecommerce platform you pick has the flexibility to present all of your products in the best possible way.

Will Pages Load Quickly?

Slow loading web pages can demolish sales.

There have been many significant studies going back several years that demonstrate that slow loading web pages hurt ecommerce sites. It was reported in 2009 that Amazon had found a 100 millisecond increase in site latency might reduce sales by 1 percent. Later, in 2012, Fast Company reported that slowing down Amazon load times just one second would cost the ecommerce giant $1.6 billion annually.

I could go on. GlobalDots estimates that an ecommerce site with 30,000 annual visitors, a 5-percent conversion rate, and selling about $75 per order would make $332,000 more annually if it reduced page load times from 10 seconds to 7 seconds.

The software architecture underlying an ecommerce platform can have a significant impact on load times. Here again, it can be a good idea to look at sites already running on a platform.

Will It Work with Other Software or Solutions?

Your ecommerce platform cannot work alone for long. You will need to integrate it with other software solutions to really get your business going.

For example, what if you want to use a more powerful email marketing solution? Will it be easy to integrate that solution with your ecommerce platform? Can you easily place an email subscription form on the site? Can you use purchase information to segment your email list?

Or what if you want to sell on Amazon? Would you need to treat Amazon Marketplace as something completely separate, or could you integrate it so that Amazon orders flow through your ecommerce platform’s order workflow?

Look for app stores, extensions, and integrations for the ecommerce platforms you’re considering.

How Will You Host It?

Ecommerce websites need a cyber home, if you will. They must be hosted somewhere. Software-as-a-service solutions will typically do this for you. So if your business doesn’t have a lot of technical resources, SaaS platforms can be a good choice.

Ecommerce sites can also be hosted on servers at companies that specialize in website hosting.

Although it might not immediately seem obvious, there are significant differences in experience and cost associated with how you host your site.

Will It Help Market Your Products?

Finally, there is a real sense in which your ecommerce platform should help you market your products. Or, put another way, facilitate marketing your products.

In 2015, these should take at least four forms.

First, your ecommerce platform should offer great on-site merchandising in the form of cross-selling and up-selling.

Next, your ecommerce platform should support email marketing either with some form of built-in email system, or, better yet, easy integration to an email service provider.

Thirdly, a modern ecommerce platform should work well with content. Look for a platform that easily connects to a blog, allows for videos on product detail pages, or even lets you associate products with articles.

Finally, you want an ecommerce platform that will help you list your products. For example, Google has announced a buy button option for ads displayed on mobile devices. To take part, you will need to be able to upload product information to Google Shopping, which is much easier if your ecommerce platform will output a CSV file with all of the product information Google will need.

Armando Roggio

Armando Roggio

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  1. Tatsiana June 5, 2015 Reply

    Nice post. Actually, in my view all the questions it’s possible to sum up to 2 main things – price and functionality. While functionality includes various extensions and integrations for sales, marketing and other purposes.
    Also would like to share the recent study on platforms popularity
    Think it may help to better understand the market.

  2. Prashant Telang June 7, 2015 Reply

    Few tips based on our extensive experience in eCommerce development
    1) Get your product images (good quality) and data organized. In Database or spreadsheet .
    2) Engage a reputed development agency with a team to support. Extremely risky to work with individual developers.
    3) Have good budget allocation atleast $10,000 to start with. Clumsy websites don’t convert
    4) Here is an interesting blog post

  3. Jared Kristensen July 15, 2015 Reply

    Great article Armando! Totally agree with everything you’ve said.

    One extra thing that’s important to consider is analytics and reporting.

    Many ecommerce platforms now include powerful CRM and reporting capabilities, which are pretty critical in identifying (1) what are your best performing products and (2) who are your best customers.

  4. Ken Keagan September 26, 2015 Reply

    Great article! I found this really informative. I really think that Merchium deserves a spot here. I use it and I am so happy with it. It is super easy to use and you can choose between different templates to make it as personal as you want too. I really love it and can recommend it very much if you want something easy that you also can build up as you want to and in your own pace. Check it out at, if you haven’t already!

  5. Saurabh Thakur March 14, 2016 Reply

    Great post Armando! I completely agree with you.
    I think this post helps all of those who are confused to choose which eCommerce platform is the best. In this article author explained each & every aspect of an eCommerce platform. Here I shared a post that published on Inc. In this post ( they shared most popular 5 eCommerce platforms that fits for every eCommerce business.

  6. Pablo April 14, 2016 Reply

    Great article! I spent a ton of time doing online research before I finally decided to switch from woocommerce to Magento with help from my current hosting provider – rosehosting .

  7. Manan December 14, 2016 Reply

    Thats a real insightful article Amando. I would also like to add few points ,which i really wish, should be taken into consideration.

    1. Extensibility: How much efforts you need to put in to extend core functionality of the platform with your growing needs. Are they giving API’s or codebase to openly extend the technology. You will need this because as you grow big you will ask for more. Magento would score high because its 100% open source, but its painful to write code and manage the platform. Its complicated and sucks lot of time and efforts. Certainly not for small business.

    2. Focus: Ecommerce platform itself is a big thing to nurture and grow. Its important that the platform remains focused to its key offering.

    3. Performance: A store should load under 5 seconds. It should be mobile responsive and should earn brownie points from google due to its mobile friendly nature.

    4. Pricing: If you are starting up, having low cost of ownership gives you little extra comfort

    5. Dedicated Support: Choosing Self hosted means that you are on the mercy of your developers while going for self hosted platforms will ensure that you get support through docs, tutorials, videos and chat. This plays a major role when you have gone live with the store.

    We have given our best shot in keeping this point in mind and coming up with a ecommerce platform that will be a delight for users worldwide. Visit this link for a free store as our initial offering

  8. Rim December 28, 2016 Reply

    I have been working in eCommerce industry since last 8 years and based on my experience I found that most of the ecommerce platform offers catalogue, page load, theme bla bla. But only few are marketing friendly. Yes, I will say it marketing friendly and you nicely covered them in last 2 topics. Recently while searching for new ecommerce platform, I came across this article featuring few platforms.

    All looks good but my personal favorite is Shopify offers lot of customization and I consider it as the best and marketing friendly platform. Do you have experience using any other other platforms? Which one is your favorite?

    • Anders October 9, 2017 Reply

      I agree that most of the platforms offer similar basic functionality. I’d say, the main distinction is either choosing an open source self-hosted platform (like nopCommerce, Magento Community, Prestashop, etc.) and do your customization freely, or opt for a SaaS solution (like Shopify, Bigcommerce, etc.) and use the functionality they provide.
      And speaking about marketing or other required functionality, open source always have many plugins to meet any requirement, not mentioning that one can build what’s missing. My personal choice is open source.