In the vast majority of cases, creating and developing an online store involves using an e-commerce platform.
But here's the thing: there seems to be a plethora to choose from, and choosing can be difficult 🤔
A decision taken in haste without consideration for certain criteria can have painful consequences.
However, if there is so much choice, and if the offer evolves so much over time thanks to the arrival of new players, it's undoubtedly because the needs of e-tailers are themselves changing, and often very specific.
Let's take a look at what e-commerce software is, how an e-commerce CMS works overall, and the criteria you need to choose the e-commerce platform that's right for you 👊
We also offer a comparison of the best e-commerce platforms available, with examples.
Technically, e-commerce platforms are "all-inclusive" software solutions for merchants wishing to develop an online store.
Whether you're a retailer who's totally committed to e-commerce, or a professional with a physical store for which it makes sense to create a digital extension.
In this respect, e-commerce software is neither a fixed nor a unique tool: as needs vary, so do the answers.
Its main function is to provide merchants with a sales area where buyers can purchase their goods or services.
In addition to the creation of the online store itself, the tools offered by e-commerce CMS can be used to manage accounting, inventory and customer service.
The advantage is to have everything at hand, in a cost-controlled solution that saves you time.
Two types of solutions exist ✌️
To create a modest-sized store, you can rely on certain CMS designed for building websites.
For larger stores, or for more options, it's best to turn to e-commerce platforms such as Shopify, Woocommerce or Magento, open source or SaaS.
Don't make the mistake of starting out with a tool that doesn't suit you!
At best, this results in additional costs or, worse, malfunctions that damage your image - and your sales 😭
Choosing an e-commerce platform means weighing up certain criteria against your needs.
It's essential to list the reasons why you want to use an e-commerce platform.
First of all, be clear about the function you want your future online store to perform.
In fact, it can be a relay, a distribution tool for the brand image of your physical boutique, having a positive impact on your sales without being the mainstay.
On the contrary, it can be thecore element of your business, at the heart of a global digital strategy.
Next, think about your catchment area: this can range from local or passing customers for a physical store, to international customers on a more or less vast regional scale.
Also probe the back office, the fluidity of the interface, to assess what you or your staff will gain from it from an administrative point of view, if this is part of your criteria.
Finally, have a clear idea of your reporting and analysis needs, because not all e-commerce software has the same potential.
👉 Read also: 10 e-commerce acquisition levers to boost your sales
Two basic but vital functions must be clearly visible.
The first is the product catalog management interface.
Depending on the depth of your catalog, your needs will differ 😊
Do you offer 20 products with few attributes and infrequent product updates?
Examples include DNVBs, start-ups with unique products or shallow product catalogs.
Or, on the other hand, your brand regularly offers a catalog of several thousand items in a range of colors, sizes and customizations, with regular updates.
As seen in fashion, interior design and major retail chains 🧑🌾🥫
Repository modeling must be fluid and simple, and show the various product categories and their attributes.
The second is to be able to integrate your pricing model, including from a B2B perspective.
For example, by displaying different prices for different categories of buyer.
Beyond these fundamentals, theintegration possibilitiesof e-commerce software are also worth a close look.
Last but not least, we recommend transparency when it comes to updates.
The visual presentation of your sales pages is important, as it determines a large part of the user experience.
It's therefore important to quickly judge what an e-commerce platform offers in terms of visuals, templates and templates.
Or at least, explore the possibilities and limits in graphic design that can be applied to page formats, when the e-commerce platform allows you to create customized pages.
Especially since, in some sectors, buyers may need to consult a large number of pages, without getting bored, and of course without getting lost.
As far as ergonomics are concerned, you need to make sure that both you and your users feel at ease.
In particular, it's impossible not to build a "mobile-friendly" site.
It's also a good idea to adapt templates to product categories, so you can differentiate them without too much effort.
Other options can also be appreciated, such as the ability to personalize a product page to dedicate it to an event.
In some cases, free e-commerce software may be just what you need.
However, you will have to pay for hosting, and you may have to subscribe to paid services later on.
If you can anticipate these unseen costs, so much the better 🤗
But in this case, compare with paid-for offers, which may seem "too" comprehensive at first glance, but which could save you additional costs.
If you opt for a paid e-commerce platform, think of it as an investment, in the sense that there has to be a return.
In short, pay for what you need, but don't ignore a free e-commerce platform if it suits you.
👉 See also: 12 simple tips to improve your Google Shopping ranking
The reputation of your future e-commerce software can be a decisive factor in your choice.
Of course, it's interesting to consult user reviews, such as those available on Google, but to get a vision adapted to your needs it's necessary to select the sources of these reviews.
In other words, focus on reviews from professionals in your industry.
Feel free to consult comparisons and benchmarks that can provide you with reliable technical information as well as an informed opinion.
Finally, don't forget to look for reviews and information about the customer support and maintenance quality of the various e-commerce platforms: you'll soon realize that quality customer support is very much appreciated.
We don't always think about it quickly enough, but if you have other marketing tools such as CRM or accounting tools, you'll need to ensure that these can integrate with your e-commerce platform.
Draw up a list of priorities, putting the selection criteria you need first.
Then place the features you'd like to have, but could do without in the event of a difficult choice.
Finally, place any optional criteria at the bottom of the list, which would be a plus without their absence being a determining factor.
For each of the platforms you're considering and testing, fill in the information on the criteria you've chosen. Arbitrate with the price for each platform.
To help you make a reliable choice of e-commerce platforms, we've compared five of the best e-commerce applications in a "prestashop vs shopify vs magento vs woocommerce" match, to which we've added a well-known CMS, Wix.
Prestashop is a pioneering e-commerce CMS, reliable, comprehensive enough to be recognized by thousands of users.
The platform claims nearly 300,000 sites 🌎
It is appreciated for its wide variety of templates, its many integrated tools and the ease with which it communicates with buyers.
In terms of search engine optimization, there are many effective tools available.
Prestashop is a widely used open-source platform. Numerous addons are available, free of charge or for a fee, to add specific functions or connectors.
Costs are limited to your up-front expenses for a domain name and hosting.
While Prestashop is suitable for both small and large online stores, it remains a free e-commerce platform that requires a certain amount of dexterity.
If you know your way around or are accompanied by a French software specialist, you're in good shape.
But a beginner might find it harder to realize his potential.
Le petit vapoteur, a well-known online boutique for vapoteurs , is built on Prestashop. We can also mention Magimix, a specialist in food processors.
Discover more Prestashop examples.
It shows that with a good level of mastery, you can do something varied and complex and still be attractive.
Shopify isn't free e-commerce software, but the value for money clearly supports its excellent reputation.
Nearly 5 million sites in 175 countries: Shopify is clearly the world leader in terms of e-commerce site deployment 🛍️
The platform boasts a host of features, starting with an interface that offers a mastery of ergonomics that is effective to say the least.
Overall, it's easy to get to grips with . The CMS includes an impressive number of themes for optimal customization.
Shopify allows you toadd extensions, which you should be aware of before subscribing.
Indeed, if the platform doesn't seem complete enough for you at first glance, it could be that a shopify plugin to meet your particular needs.
Many professionals also appreciate Shopify' s easy-to-read statistics, which help them report and improve their sales campaigns.
Something to keep an eye on: cost 💸
Because if your needs are really multiple, the bill can skyrocket over the long term.
Shanty Biscuits, a site selling customizable cookies, is a good example of the versatility enabled by a site built in Shopify, with a high degree of customization.
Wix is often praised as a great site builder, but it's worth noting that Wix can also be used to create online stores.
More than 8 million online sites are powered by Wix worldwide 🙌
It can be very interesting to take a look at Wix's paid offers to get to grips with your French e-commerce platform, especially if you're a merchant with a local or regional scope.
Wix offers a user-friendly and ergonomic interface.
The platform offers affordable, comprehensive packages. And the company's customer service, which is usually highly regarded, is up to the task.
For example, you can visit the sports equipment website racesroutesa testament to the clarity and sense of aesthetics promoted by Wix.
👉 See also: E-commerce: Which product flow manager should you choose?
Magento is a free, opensource CMS e-commerce software,
Now owned by Adobe, the Magento platform was created in 2007 but is still widely used today.
More than 240,000 e-commerce sites use Magento 🖥️
Of course, you'll need your own hosting and domain name to use it.
It's an imposing tool, requiring a lot of system resources, but a formidable one if your project is ambitious.
Those who can master its complexity love it for the incredible freedom it confers in terms of creativity and functionality.
Magento allows you to run several sites at once, with multi-currency use, infinite customization and effective SEO tools.
Despite the need for good skills, everything is included, and well-designed templates can get you started.
Deployed for many years, the platform offers a marketplace of functions developed by external techies.
A visit to the site of the famous sports shoe brand Nike will give you an idea of Magento's potential for creating complex sites.
Woocommerce is a free, open-source e-commerce application.
Based on the Wordpress CMS, the platform claims to manage nearly 30% of the world' s e-commerce sites - more than 4 million sites are claimed 🗺️
It's well-suited to smaller stores, thanks to clear, easy-to-use creation and organization tools.
However, the platform also makes it possible to tackle ambitious e-commerce projects, thanks to high-performance plugins, some of which are chargeable.
While the software is highly efficient and ergonomic, it does require a certain degree of autonomy for larger sites.
In fact, customer support isn't exactly top-notch, despite a wealth of documentation and a smooth user interface.
Complex, this e-commerce CMS is nonetheless full of resources and has excellent integration capabilities.
Clear, well-constructed and functional, the site for the French National Assembly's boutique is a good example of what can be achieved with Woocommerce.
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In conclusion, the choice of the best e-commerce platform depends largely on the specific needs of each company.
Shopify, WooCommerce, Magento, PrestaShop and Wix each offer unique benefits that can meet a variety of business objectives, from ease of use to advanced customization options.
Shopify is ideal for those looking for an all-in-one solution with a user-friendly interface, while WooCommerce is perfect for WordPress users who need flexibility.
Magento is designed for large enterprises requiring complex functionality and scalability.
PrestaShop, on the other hand, offers a highly customizable open-source platform for those with some technical expertise.
Finally, Wix is particularly suitable for small businesses or sole traders just starting out in online commerce.
The key is to carefully assess your needs in terms of functionality, budget and scalability before making a decision.
By choosing the right platform, you can optimize your Google Shopping campaigns and maximize your conversion rates with the right solutions.
Don't forget that ongoing optimization of your site is just as crucial to the long-term success of your online business.
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