{"id":46341,"date":"2021-07-24T23:18:30","date_gmt":"2021-07-25T04:18:30","guid":{"rendered":"https:\/\/getflywheel.com\/layout\/?p=44710"},"modified":"2025-02-27T15:25:24","modified_gmt":"2025-02-27T21:25:24","slug":"how-to-build-an-incredible-ecommerce-site-with-wordpress","status":"publish","type":"resource","link":"https:\/\/wpengine.com\/case-studies\/resources\/how-to-build-an-incredible-ecommerce-site-with-wordpress\/","title":{"rendered":"How to Build an Incredible eCommerce Site with WordPress"},"content":{"rendered":"\n<p>Here\u2019s something you may already know: More people are shopping online <a href=\"https:\/\/www.statista.com\/statistics\/183755\/number-of-us-internet-shoppers-since-2009\/\" target=\"_blank\" rel=\"noreferrer noopener\">than ever before<\/a> and <a href=\"https:\/\/www.digitalcommerce360.com\/article\/quarterly-online-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\">eCommerce sales are surging<\/a>.&nbsp;<\/p>\n\n\n\n<p>What may be less clear, however, is how you can tap into the ongoing <a href=\"https:\/\/wpengine.com\/ecommerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">eCommerce<\/a> boom with <a rel=\"noreferrer noopener\" href=\"https:\/\/wordpress.org\/\" target=\"_blank\">WordPress<\/a> and build fast, beautifully designed eCommerce experiences for yourself, your clients, and their customers.<\/p>\n\n\n\n<p>Building an eCommerce site with WordPress (or adding eCommerce functionality to an existing site) comes with additional considerations you may not encounter when creating a static, brochure site.&nbsp;<\/p>\n\n\n\n<p>To help you navigate the process, we\u2019ve compiled a few key areas you can focus on that will set you\u2014and your clients\u2014up for continued success.&nbsp;<\/p>\n\n\n\n<p>Even if your experience with eCommerce is limited, you can apply the following tips to everything from the payment information you accept on your own site to the eCommerce stores you\u2019re building for clients. Here\u2019s what we\u2019ll cover:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#woo\">Using WooCommerce<\/a><\/li>\n\n\n\n<li><a href=\"#plugins\">Selecting additional plugins<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"#theme\">Investing in a quality theme<\/a><\/li>\n\n\n\n<li><a href=\"#search\">Focusing on search&nbsp;<\/a><\/li>\n\n\n\n<li><a href=\"#testing\">Ongoing testing and tweaking<\/a><\/li>\n\n\n\n<li><a href=\"#performance\">Leaning in on performance<\/a><\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s dive in!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"woo\"><strong>Start Using WooCommerce<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2017\/06\/woocommerce-checkout-page-large-1-784x218.png\" alt=\"woocommerce-checkout-page-large\" class=\"wp-image-23013\"\/><\/figure>\n\n\n\n<p><a href=\"https:\/\/woocommerce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">WooCommerce<\/a> is the leading WordPress plugin for eCommerce, and it\u2019s now used by more than 25% of the top 1 million eCommerce sites in the world. Much of its popularity stems from the fact that WooCommerce is free and open-source, and it\u2019s renowned for its excellent eCommerce functionality.<\/p>\n\n\n\n<p>Using WooCommerce on your WordPress site(s) is a great way to boost eCommerce capabilities with features like pre-installed payment gateways and easy-to-use-design options for building great-looking storefronts.&nbsp;<\/p>\n\n\n\n<p>Getting started with WooCommerce is easy too, and you can<a href=\"https:\/\/wordpress.org\/plugins\/woocommerce\/\" target=\"_blank\" rel=\"noreferrer noopener\"> download the plugin<\/a> and <a href=\"https:\/\/docs.woocommerce.com\/document\/start-with-woocommerce-in-5-steps\/\" target=\"_blank\" rel=\"noreferrer noopener\">install it yourself<\/a>, or use a <a href=\"https:\/\/wpengine.com\/ecommerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">pre-installed solution<\/a> from a trusted host.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Use Additional Plugins Strategically<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2014\/02\/plugin3-1-784x199.png\" alt=\"\" class=\"wp-image-3251\" style=\"height:199px\"\/><\/figure>\n\n\n\n<p>While WooCommerce makes a lot of sense for a lot of online stores, other plugins may or may not be the right solution for your eCommerce project.<\/p>\n\n\n\n<p>Using too many plugins can bog down a website, which is never what you want, but it\u2019s especially painful when it leads to abandoned shopping carts and lower conversion rates\u2014 some of the most common issues for eCommerce sites with subpar performance.&nbsp;<\/p>\n\n\n\n<p>While there\u2019s no magic number of plugins you should be using, it\u2019s important to select quality plugins that play a specific role in your eCommerce or larger website strategy.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/optinmonster.com\/wordpress-ecommerce-plugins\/\" target=\"_blank\" rel=\"noreferrer noopener\">Adding a key feature<\/a> or integrating with a <a href=\"https:\/\/www.wpbeginner.com\/showcase\/best-crm-software-for-small-businesses-compared\/\" target=\"_blank\" rel=\"noreferrer noopener\">third-party CRM tool<\/a> may be something your specific site needs, but it\u2019s important to clarify the value of every plugin you install to ensure you\u2019re not eating up bandwidth unnecessarily.&nbsp;<\/p>\n\n\n\n<p>Performing regular audits on your plugins is another way to make sure you\u2019re not holding onto anything that was installed on your site and is no longer being used or being used inefficiently. It\u2019s also a great way to ensure plugins are well-maintained and regularly updated.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Invest in a<\/strong> <strong>Quality Theme&nbsp;<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2015\/06\/eCommThemeLarge1-1-784x218.png\" alt=\"\" class=\"wp-image-11409\"\/><\/figure>\n\n\n\n<p>A theme is the foundation of any website, and when it comes to selecting a theme for eCommerce, there are many options to choose from. That said, not all themes are created equal.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re powering your online store with WooCommerce, using a theme that isn\u2019t optimized for it can add unnecessary weight to your site and create slowdowns. Other themes, which try to pack in too much functionality or aren\u2019t well-supported, can create major problems for you down the road.&nbsp;<\/p>\n\n\n\n<p>Investing in a quality theme might mean paying for one of the many premium eCommerce themes available today. Or, it can mean investing time into searching the <a href=\"https:\/\/wordpress.org\/themes\/\" target=\"_blank\" rel=\"noreferrer noopener\">thousands of themes<\/a> that are available for free and highly capable of supporting powerful eCommerce experiences.&nbsp;&nbsp;<\/p>\n\n\n\n<p>WP Engine customers have access to a suite of <a rel=\"noreferrer noopener\" href=\"https:\/\/wpengine.com\/themes\/genesis-framework\/\" target=\"_blank\">Genesis-built<\/a> <a rel=\"noreferrer noopener\" href=\"https:\/\/wpengine.com\/studiopress-themes\/\" target=\"_blank\">StudioPress themes<\/a>, which include eCommerce-specific themes that improve performance across desktop and mobile while providing a solid foundation for any online store.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Focus on Search&nbsp;<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2016\/06\/seo-tips-ecommerce-large-1-784x218.jpg\" alt=\"seo-tips-ecommerce-large\" class=\"wp-image-17806\"\/><\/figure>\n\n\n\n<p>The search functionality you provide to site users may be more important than you realize.&nbsp;<\/p>\n\n\n\n<p>More than 40% of online shoppers use search as they look for products and they\u2019re twice as likely to buy when they find what they\u2019re looking for.<\/p>\n\n\n\n<p>Adding to WordPress\u2019 relatively limited default search capabilities can present a significant boost for many eCommerce stores, and site owners and developers have a number of options at their disposal when looking for ways to enhance the search functionality of their online stores.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/wordpress.org\/plugins\/elasticpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">ElasticPress<\/a> is a great example of this type of added functionality as it augments store search with features like auto-suggestions and custom, weighted search results. By helping more shoppers find what they\u2019re looking for faster, this type of search optimization can lift conversion rates and cart values, resulting in growing eCommerce revenue.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ongoing Testing and Tweaking<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2017\/12\/kick-performance-gear-feature-large-1-784x218.png\" alt=\"\" class=\"wp-image-25237\"\/><\/figure>\n\n\n\n<p>Because eCommerce sites (should) encourage numerous opportunities for customer interaction\u2014from product searches to checkout and payment\u2014it\u2019s important that you keep a close eye on site and individual page performance even after you\u2019ve launched your site.&nbsp;<\/p>\n\n\n\n<p>Ensuring that pages load fast and that users can easily interact with various features across the site doesn\u2019t only provide customers with a smoother shopping experience, it now affects your site\u2019s ranking in Google search results.<\/p>\n\n\n\n<p>With the rollout of <a href=\"https:\/\/developers.google.com\/search\/blog\/2021\/04\/more-details-page-experience\" target=\"_blank\" rel=\"noreferrer noopener\">Google\u2019s page experience update<\/a> centered around <a href=\"https:\/\/wpengine.com\/blog\/core-web-vitals-prep-google-experience-update\/\" target=\"_blank\" rel=\"noreferrer noopener\">Core Web Vitals<\/a>, you can optimize your eCommerce site for higher conversions and better page rankings using three key metrics that represent distinct aspects of the user experience:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/web.dev\/lcp\/\" target=\"_blank\" rel=\"noreferrer noopener\">Largest Contentful Paint (LCP)<\/a>: measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when a page first starts loading.<\/li>\n\n\n\n<li><a href=\"https:\/\/web.dev\/fid\/\" target=\"_blank\" rel=\"noreferrer noopener\">First Input Delay (FID)<\/a>: measures interactivity. To provide a good user experience, pages should have a FID of less than 100 milliseconds.<\/li>\n\n\n\n<li><a href=\"https:\/\/web.dev\/cls\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cumulative Layout Shift (CLS)<\/a>: measures visual stability. To provide a good user experience, pages should maintain a CLS of less than 0.1.<\/li>\n<\/ul>\n\n\n\n<p>There are numerous tools for measuring and improving Core Web Vitals including <a href=\"https:\/\/developers.google.com\/web\/tools\/lighthouse\" target=\"_blank\" rel=\"noreferrer noopener\">Google Lighthouse<\/a> and <a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">PageSpeed Insights<\/a>, or the <a href=\"https:\/\/developers.google.com\/web\/tools\/chrome-user-experience-report\" target=\"_blank\" rel=\"noreferrer noopener\">Chrome User Experience Report<\/a>, which collects anonymized, real user data for each of the above metrics (and more).<\/p>\n\n\n\n<p>While there are a wide array of alternative metrics and measurements you can use to improve site performance, what\u2019s most important is that you continue to monitor and test your site while making improvements along the way.&nbsp;<\/p>\n\n\n\n<p>For freelancers or agency designers, ongoing performance optimization can be a great way to provide clients with added value after an initial project has been completed. It\u2019s also an excellent opportunity for you to create monthly recurring revenue (MRR).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Lean in on Site Performance&nbsp;<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/getflywheel.com\/layout\/wp-content\/uploads\/2017\/11\/speed-performance-feature-large-1-784x218.png\" alt=\"\" class=\"wp-image-24982\"\/><\/figure>\n\n\n\n<p>WordPress offers a ton of options and flexibility when it comes to designing a great-looking, highly functional eCommerce site. But if that site is hosted with a discount or generic provider, your hard work may be hampered by performance issues that are turning potential customers away.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.digitalcommerce360.com\/2020\/08\/21\/most-consumers-abandon-a-slow-loading-ecommerce-site\/\" target=\"_blank\" rel=\"noreferrer noopener\">More than half of consumers<\/a> will leave an eCommerce site for a similar competitor if they\u2019re frustrated with their user experience. On the flip side, faster site speed has consistently been tied to <a href=\"https:\/\/www.cloudflare.com\/learning\/performance\/case-studies\/website-performance-conversion-rates\/\" target=\"_blank\" rel=\"noreferrer noopener\">increased conversion rates<\/a> and a better online customer experience.<\/p>\n\n\n\n<p>While all of the tips included in this article will help you build faster, more effective eCommerce experiences, they\u2019ll also be mostly nullified if your site is hosted on subpar infrastructure.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The main takeaway? Don\u2019t skimp on performance when building an eCommerce site. The additional resources it takes to ensure optimal uptime and faster load speeds are worth their weight in gold when it comes to an online store, and cutting corners here can seriously limit the impact of your eCommerce efforts in <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here\u2019s something you may already know: More people are shopping online than ever before and eCommerce sales are surging.&nbsp; What may be less clear, however, is how you can tap into the ongoing eCommerce boom with WordPress and build fast, beautifully designed eCommerce experiences for yourself, your clients, and their customers. Building an eCommerce site<span class=\"tile__ellipses\">&hellip;<\/span><span class=\"tile__ellipses--animated\"><\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","resource-topic":[905],"resource-role":[899],"resource-type":[916],"class_list":["post-46341","resource","type-resource","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Build an Incredible eCommerce Site with WordPress<\/title>\n<meta name=\"description\" content=\"Check out these key areas you can focus on when building an eCommerce site with WordPress that will set you up for continued success.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Build an Incredible eCommerce Site with WordPress\" \/>\n<meta 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