eCommerce with Magento


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Introduction to setting up an online shop using the Magento eCommerce platform. Contains some quotes from "Mastering Magento", available at .

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  • Your project requirements (What do you want to accomplish?)Your users (Who will be using your Magento installation? What are their roles and capabilities?)Your technical resources (What are you own skills? Do you have others on whom you will rely?)
  • Will you build more than one online store? How many? Will each store share the same products, or different catalogs?Will you build different versions of stores in multiple languages and currencies?What types of products will be offered? Hard goods? Downloadable? Subscriptions? How many products will be offered?Will products be entered individually or imported from lists?How many customers do you expect to serve on a monthly basis? What is your anticipated growth rate?Are there particular features you consider to be "must-haves" for your stores, such as social marketing, gift certificates, newsletters, customer groups, telephone orders, and so on.
  • Read FREE with a thriving online communityPlenty extensions, books, themesExtensive support, online trainingIn hands of serious party with a missionScalable platform comes in three flavors
  • The buzz today is cloud computing. However, for the purposes of running a Magento store, cloud computing is not ideal, for many significant reasons, not least of which is that the architecture of Magento does not lend itself well to being served on cloud servers due to the shared storage used in these configurations. Furthermore, since you are sharing resources with other users, you have almost no ability to tweak or fine-tune your server installation to maximize Magento performance.
  • eCommerce with Magento

    1. 1. eCommerce with MagentoPractical introduction to setting up a professional webshop using open source solutions Presented by Polle van Elsacker
    2. 2. What’s the planIntroduction to platform from a conceptualand practical perspective with regards toplanning, developing and managing aMagento eCommerce installation.
    3. 3. Content• Introduction• Project planning• Installing Magento• Managing products• Design and themes• Sale processes• Marketing tools• Extensions
    4. 4. My background
    5. 5. Let’s get started with project scope • Project requirements • Users • Technical resources
    6. 6. Basic eCommerce configurationDomain Web Back-end Front-end Product Online Security name hosting software design catalog payment
    7. 7. Traditional models still applyThis is the value chain,introduced by Porter in 1985.The value chain categorizesthe generic value-addingactivities of an organization. The ultimate goal of the value chain is to maximize value creation while minimizing costs.
    8. 8. Project requirements• More then one store, how many?• Multiple languages and currencies?• Types of products offered, how many?• Number of customers expected, growth?• Any must-have features required?• Integration with existing system?
    9. 9. Users• Staff – Different user levels – Separate email accounts• Customers – Retail or wholesale – Members, distributors, manufacturers etc. – Different pricing and catalog rules• Development – User Interface Design, PHP, Server Admin
    10. 10. Technical considerations• Hosting provider – Specific Magento support, Magento partner? – PCI compliant? SSL? – Showcase?• In-house hosting – Linux x86 – Apache 1.3 web server – 5.2.13 PHP• Local installation
    11. 11. Introduction to Magento • Open source • Fast growing • Well documented • Owned by eBay • Very scalable
    12. 12. Three versions of Magento• Community Edition (CE) – Free version, self-hosted, basic features• Enterprise – Paid version, self-hosted, premium features• Go – Paid version, hosted, basic features
    13. 13. Killer Features • Multi store • SEO friendly • Marketing tools • Theme management • Available extensions • Community
    14. 14. Downsides of Magento • High server requirements • Relatively steep learning curve • Custom development • Poor content management
    15. 15. Global, Website, Store structure Global Website Website Store Store Store Store Store Store Store Store View View View View View
    16. 16. Global• Will customers be shared among sites?• Do admin levels need to be separated?• Will all stores use same inventory rules?Use a single installation only for multiple websitesand stores that are similar in concept. EG. sameproduct category sold by same business entitythrough different branded websites.
    17. 17. Website• Controls certain configurations for children Stores and Store Views• Websites can share customer data among each other, this is set in Global• Want to share customer data with one Website but not with another? Then multiple installations are needed.
    18. 18. Store• Store is used to associate different product catalogs to different stores under a single Website• Store Views can be created to display a Store in multiple languages or styles• Store used in the back-end means the Store View, so setting influences all Store Views under Store edited. It’s tricky.Data is Store, Design is Store View
    19. 19. Global, Website, Store structure Global Shoe Ltd. Fashion Ltd. English German Men Women Shoes Clothes
    20. 20. Summary• What you need to consider when planning your Magento installation• Understand the powerful Global-Website- Store methodology when setting up• Look at different options for segmentation at language, business, domains, currency
    21. 21. Requirements for Magento install • High level necessities for ecommerce: – Server – Web server – Middleware, PHP – Database, MySQL
    22. 22. Understanding hosting types• Shared server• Virtual Private Server (VPS)• Dedicated serverTips:• When new to hosting, take shared hosting• With cPanel, Plesk, DirectAdmin• Check price/availability of SSL
    23. 23. Hosting security requirements• SSL – Is an inexpensive way to increase trust and improve overall security – Works with matching security keys when transmitting sensitive information• PCI (Payment Card Industry) Compliance – Needed when you want to take credit card info with own merchant account – To avoid failing scans, choose truly compliant host or don’t take card info. PCI = headache.
    24. 24. What about cloud servers?
    25. 25. Manual download and installation
    26. 26. Direct online installation at host
    27. 27. Free Magento Go trial installation
    28. 28. Local installation with XAMPP
    29. 29. Achtung: Install sample data! Magento provides a configuration file that preloads products, websites, and stores to use with a new installation. Use it and learn relationships from examples.
    30. 30. Strategies for backups and security• Magento is pretty robust, no hacks yet• Backups through Magento backend: – Simple and quick way to backup data – These are not automated on default – SQL statement file, bit hard to restore• File Structure backups – Make them easily with (S)FTP• Manage Users and User Levels carefully
    31. 31. Managing products in Magento• Creating catalogs and categories• Adding products manually or en masse• Setting up reviews, tags and feeds
    32. 32. Product catalogs and categories• Consider a root category a Catalog – Electronics is Catalog/Root Category for category LCD TVs, DVD Players, HiFi etc.• Categories contain similar products – Products can be assigned to multiple categories or special categories• Special categories group products – Examples are New Products, Sale etc.
    33. 33. Many different kinds of products • Types of products: – Simple products – Complex products • Grouped products • Configurable products – Virtual products – Bundle products – Downloads
    34. 34. Attributes and attribute sets• Every product contains number of fields• Each can be considered an attribute• Attributes, in essence, serve to describe the different features of a product• Use attributes to compose layered navigation to facilitate comparison• Well thought-out attribute sets facilitate quick and easy shopping for customer
    35. 35. Attribute sets• Groups of attributes assigned to a product• Use separate sets for different products – Size for shoes, voltage for computers• When importing large quantities of products, maybe decide on general set• Only 1 attribute set per product• Try out and test on front-end
    36. 36. Example of front-end attributes
    37. 37. Related products, up-sell, cross-sell • Related products – Carrying case for phone or extended warranty • Up-sells – Push more expensive or high margin product • Cross-sells – Appear on shopping car as an introduction to other product lines
    38. 38. Branding with design and themes • Does this shop offer what I want to buy? • Do I trust this unknown seller? • Is the check-out process easy? • Is the store owner interested in making me buy something?
    39. 39. Magento theme structure• Themes can be set at GWS level• Theme packages are made up of 2 groups of files: templating and skin – Templating contains HTML, PHP, PHTML – Skins contains CSS, images and Javascript• Files are stored in separate directories• When you have no knowledge of these languages, stay away from editing any
    40. 40. This is the basic Magento theme
    41. 41. Using third-party themes• Review themes carefully on compatibility• Demo themes on designers website• Check for documentation availability• Send email to designer to test support• Check for translations/translation filesGo for the bigger theme designers,generally better support and updates.
    42. 42. Some popular theme designers
    43. 43. Magento Connect is best resource
    44. 44. Magento sales process • Figure illustrates front- and back-end sales process • Black boxes indicate email send • Very easily adjustable to accommodate different products
    45. 45. Off-site payment systems – Advantages • Extra layer of protection • Quick merchant approval, no credit check • No PCI compliance, easy integration in system – Disadvantages • Takes buyers off your ecommerce site • May require enrollment in 3rd party system • Limited access to buyer information • Possibly high transaction rates
    46. 46. On-site payment systems – Advantages • Keeps the buyer on the ecommerce website • Eliminates buyers need to register elsewhere • Gives merchant access to all buyer information – Disadvantages • Requires a merchant banking account • Site may be subject to PCI compliance • Integration ecommerce platforms complex
    47. 47. Implementing PayPal in Magento• PayPal Express – Simple button that will link to PayPal• PayPal Standard – Using Magento Cart, no sign-up required• PayPal Pro – Buyers stay on-site, merchant check, PCI
    48. 48. Easy default integration • Standard button in Magento config • Can be setup in about 5 minutes • High transaction rates
    49. 49. Outgoing e-mails • Use different email addresses: – info@ – order@ – payment@ – newsletter@ • Different templates for different stores • Top email-marketing extensions available
    50. 50. Marketing tools • Customer groups • Promotions • Newsletters • Sitemaps • SEO
    51. 51. Customer Groups• Distributors who resell products• Tax-exempt organisations• Groups or teams like athletic leagues• Professionals as opposed to amateurs• Certified or approved/licensed buyersGroups should be segments of customerswith different pricing, benefits, tax, products.
    52. 52. Promotions • Rule-based pricing rules, two types: – Catalog pricing rules • Applies to any product rule is assigned to – Shopping cart rules • Applied when valid coupon is used at checkout
    53. 53. Newsletters • Least expensive cost- per-sale method • Plenty smart email opportunities to choose • Basic options in Magento covered • Great (free) mailing extensions available • Check sending with hosting provider
    54. 54. Sitemaps • Generated automatically • Submit to Google • Boosts SEO
    55. 55. SEO• Optimize URLs easily• Automated or Manual Meta Information – Little value anymore for page ranking – Optimize click-through from SERP• Default Robots set to INDEX, FOLLOW
    56. 56. Extra marketing: Loyalty program
    57. 57. Extra marketing: Web analytics
    58. 58. Magento Extensions
    59. 59. Searching and reviewing extensions• Trusted extensions are officially approved• Evaluating extensions yourself: – Is the extension popular? – What do others think of extension? – Does the developer provide support? – Is a free, trial or lite version available?Test extensions in a beta installation. From1.5, you should not modify core files whenrequested by developer to make things work.
    60. 60. Resources • Magento Answers • Knowledge Base • User Guide • Design Guide • Discussion Forums • Screencasts • Ebooks
    61. 61. Polle van