I recently presented to the local Sunshine Coast WordPress Meetup to talk about WordPress and eCommerce. I thought I would cover this topic as I’m often asked by clients if WordPress is a good choice for eCommerce. After building many onilne stores stores over the years, both with WordPress, but also other platforms like Shopify and Squarespace – I’m in a good position to answer. The short answer? Yes, WordPress is excellent for eCommerce – particularly if you want a content-rich website that also sells products.
But let me explain why, and when it might not be the right choice for your business.
Why WordPress excels for eCommerce
WordPress initially started out as a blogging platform, and quickly grew into a full content management system, and that’s exactly why it’s so powerful for eCommerce. Many businesses need more than just an online shop – they need a platform that can handle their blog, showcase their services, tell their story, and convert visitors into customers.
This is where WordPress is a really is the perfect choice. You get complete control over your content, unlimited pages, powerful SEO capabilities, and the flexibility to create exactly the customer experience you want. For businesses that need to educate their customers, build trust through content, or integrate their online store with their broader marketing strategy, WordPress offers unmatched flexibility.
I regularly see the impact a well-designed WordPress site makes for businesses. The clients who understand their website as a foundational part of their business – not just a tick-box exercise – are the ones who see real results from their investment.
WordPress vs Shopify: choosing the right platform
Shopify is a great platform, and I’ll be honest – for pure eCommerce businesses, it can sometimes be the better choice. Shopify excels when you’re primarily selling products, need integrated point-of-sale systems, or want something that works well straight out of the box.
If the primary focus of your website is the eCommerce store, and you’re looking for a fully managed platform that is easy for your to manage can grow with your business, a Shopify website is a solid choice.
However, WordPress becomes the clear winner when you need:
- Rich content alongside your products
- Complete customisation control
- Strong SEO capabilities
- Custom integrations or processes
- Integration with existing WordPress websites
- Lower ongoing costs (especially at higher end)
The key is understanding what type of business you’re running. If you’re a service-based business adding product sales, a content creator monetising your audience, or a business that needs to educate customers before they buy, WordPress gives you the tools to create that complete customer journey.
WordPress eCommerce options: beyond WooCommerce
When people think WordPress eCommerce, WooCommerce usually comes to mind first – and for good reason. It’s free, highly customisable, and handles everything from simple product sales to complex subscription models. WooCommerce powers millions of online stores and integrates seamlessly with WordPress.
But it’s not your only option. Here’s a quick comparison of the main WordPress eCommerce solutions:
WooCommerce remains my top recommendation for most businesses. It’s free to start, offers incredible flexibility, and has thousands of extensions. The main consideration is that it requires proper setup and ongoing maintenance.
SureCart is a newer solution that has a unique way it works with WordPress. It’s a hosted service where you can manage your products and store in WordPress. Great if you want eCommerce functionality without the complexity.
Easy Digital Downloads specifically targets digital products and subscriptions. If you’re selling courses, downloads, or digital services, it’s worth considering.
BigCommerce for WordPress connects an external BigCommerce store to your WordPress site. You get BigCommerce’s eCommerce power with WordPress’s content strength, though it comes with monthly fees.
The best choice depends on your technical confidence, budget, and long-term plans. For most small to medium businesses, WooCommerce offers the best balance of features, cost, and flexibility.
Alternative approaches: when full eCommerce isn’t needed
Not every business needs a complete online store. Sometimes simpler solutions work better, especially when you’re testing demand or selling complex, customised products.
Catalogue and quote setups work brilliantly for businesses with custom pricing or complex products. Display your products without prices, let customers request quotes, then handle the sale personally. This approach works particularly well for B2B businesses or services requiring consultation.
Payment forms suit businesses selling single products or services. Using a quality forms plugin with payment integration, you can collect payment alongside other required information. It’s lightweight, easy to manage, and perfect for one-off services or simple product sales.
Hosted payment gateways like Stripe or PayPal allow you to create payment buttons directly in their systems, then embed them on your WordPress site. Quick to set up and reduces your technical burden, though you lose some control over the customer experience.
External products let you showcase items that customers buy elsewhere – perfect for affiliate marketing or when you’re selling through other platforms but want to maintain your brand presence.
Getting your eCommerce foundation right
Before jumping into any eCommerce solution, ask yourself these essential questions:
Are your products well-suited for online sales? Consider factors like shipping complexity, pricing structure, and legal requirements.
Do your customers actually want to buy online? This seems obvious, but many businesses assume their customers want eCommerce without actually asking them.
Can you handle inventory and fulfilment? eCommerce creates a new sales channel that needs dedicated resources and processes.
Do you have the basics in place to drive sales? Your website needs traffic, professional product photos, detailed descriptions, and a strategy for ongoing customer acquisition.
eCommerce isn’t set-and-forget – it’s a new sales channel that requires ongoing attention, customer service, and management.
Technical considerations that matter
If you choose WordPress for eCommerce, don’t skimp on the technical foundation. Quality hosting makes a massive difference – cheap shared hosting will likely cause problems as your store grows. Look for managed WordPress hosting that can handle eCommerce traffic and provides good security.
Security becomes critical when handling customer data and payments. Ensure SSL certificates are properly configured, keep plugins updated, and implement regular backups. Your customers need to trust that their information is safe.
Regular WordPress maintenance keeps everything running smoothly. This includes plugin updates, security monitoring, database optimisation, and performance testing. Many business owners underestimate this ongoing requirement.
Making the right choice for your business
WordPress is excellent for eCommerce, particularly when you need more than just a simple online store. The flexibility to create content-rich experiences, powerful SEO capabilities, and complete customisation control make it ideal for businesses that want to build relationships with customers, not just process transactions.
However, success with WordPress eCommerce requires proper setup, quality hosting, and ongoing maintenance. If you’re not prepared for these technical requirements, or if you’re running a pure eCommerce business that doesn’t need content capabilities, platforms like Shopify might better suit your needs.
The most important thing is choosing a platform that aligns with your business goals, technical capabilities, and long-term vision. Whether that’s WordPress, Shopify, or another solution entirely, make sure you can answer those fundamental questions about product suitability, customer demand, and internal resources before making your decision.
Start simple, focus on your easiest products first, and build your online presence systematically. With the right foundation and approach, eCommerce can become a powerful revenue stream for your business.
Ready to explore eCommerce for your business?
I’d love to learn about your goals and help you determine the best approach for your specific situation. Contact me to discuss how we can build an online store that works for your business.
