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WordPress eCommerce Review


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My slidedeck 2012 WordCamp LA Presentation

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WordPress eCommerce Review

  1. 1. eCommerce & WordPress: What’s the rightsolution for you?WordCamp Los Angeles, 2012 #wclaPresented by Belsien Thomas (@belsien)WP Power Guide
  2. 2. About Me – Belsien Thomas (@belsien) • Have been building websites with various programming languages (Java, PHP, ASP) for over 12+ years. Built and designed fully custom shopping carts with Enterprise technology (Java/Oracle) as well as Open Source Platforms like WordPress and Magento. • Worked with WordPress since 2006 (version 2). I use WordPress & other Open Source Platforms & software everyday. • Worked on eCommerce for last 7 years as a technology manager working with consumer brands, clients, and companies. • Visit my Blog for detailed guides and use cases on how to utilize WordPress as an Application Platform & CMS in powerful ways. “Take WordPress further than a blog.”
  3. 3. AgendaeCommerce & WordPress: What’s the right solution for you?1 General eCommerce requirements & factors Shopping Cart Graphic here2 Creating a store: What are your choices?3 Review of WordPress specific solutions
  4. 4. eCommere, why should you care? U.S. e-commerce market over $200 Billion, Growth rate of 9% through 2015. Yet still only 10% of all total retail in U.S.Source: Forrester, USOnline Retail Forecast (Feb 2011)(
  5. 5. What was that again?
  6. 6. What goes into eCommerce websites? Order HistoryPCI Compliance Merchant Accounts Analytics Product Search Navigation & Filtering SSL Certificates Security Mobile Support Order FulfillmentCustomer Support Coupons & Promotions Product Images Customer Reviews Payment Gateways My Account Email Confirmations Checkout Funnel Address Shipping Rates Validation Performance & Dedicated Hosting Returns and Refund Affiliates Taxes Campaign Tracking
  7. 7. Your options when accepting Payments Online Onsite Payments Offsite Payments • Seamless checkout, preserve • Different website, some users user experience may not be used to bouncing • Control over all pages & to another website limit checkout steps • More checkout steps • More work to setup: • No need for SSL certificate Dedicated hosting, SSL • No PCI Compliance Certificate Required • More fees associated for • Must meet PCI Compliance handling complexity • Merchant Account Required*Hybrid Solutions exist like Stripe: No PCI Compliance needed, but still needSSL Cert and development integration to work.
  8. 8. Payment Processing: Authorize & Capture What that happens in the few seconds when you place an order? Customer Places Order on Secure Server Funds are transferred Application attempts to Merchant Account to Authorize Credit (funds are Captured) Card data. Payment Gateway Credit Card Data connects to actual Securely Transferred Bank (Authorize) to Payment Gateway
  9. 9. Payment Card Industry (PCI)Compliance Requirements • PCI-DDS has 12 total requirements all merchants & businesses that transmit and store credit card data for online payments have to meet. – Build & Maintain a Secure Network – Protect Cardholder Data – Maintain a Vulnerability Management Program – Implement Access Control Measures – Regularly Monitor & Test Networks – Maintain Information Security Policy Full Standard here: • Enforced by Credit card brands Visa, MC, Amex, etc. Fines as much as $50,000 each offense • You are legally responsible to ensure your business & website is PCI compliant. Even though you may not own the servers or networks used.
  10. 10. Other Security & Web HostingRequirements • Tell your web host you are doing eCommerce and specifically ask which plans are PCI compliant. • Most, if not all, shared hosting plans are NOT PCI compliant. Even VPS plans may not be compliant. Best to go with dedicated hosting solution. • Shared hosting environments do not have enough resources to run most eCommerce software. Will need at least 128MB (preferably more) of dedicated server memory. • SSL Certificates require dedicated IP’s as well.
  11. 11. Agenda eCommerce & WordPress: What’s the right solution for you?✓ 1 eCommerce requirements and factors Shopping Cart Graphic here 2 Creating a store: What are your choices? 3 Review of WordPress specific solutions
  12. 12. What are your choices for an Online Store?Build it! Buy it! • Do you have years of web design and • Do you have some web design & web development experience? development experience? • If not, can you afford to hire • Can you purchase an Enterprise someone/team to built it from scratch? shopping cart platform?(Demandware, Marketlive, A • Can you continue to support software TG/Oracle) & fix bugs? • If not, can you leverage an Open • Do you require many features which Source Shopping Cart platform? are not already developed by any (WordPress, Magento, Drupal, osCom prebuilt solution? merce, etc.) • Are you willing to wait months or over a • Hosted eCommerce options exist 1 year to have your store live? • Do you want less software maintenance? • Do you want your site live sooner rather than later?
  13. 13. Fully Hosted(Shopify, BigCommerce, Volusion)-Easy to start selling quickly -Website functionality and features-Least amount of technical steps are not in your control.involved -Websites designs and templates are-Common Marketing features mostly poor, little to noavailable differentiation between stores. -SEO customizations hard to make. -Shipping Integration options limited -Monthly costs and fees add up and limit growth. Pricing based on Catalog size and Transactions
  14. 14. Magento Commerce (Community & Enterprise)-Comes with plenty of eCommerce Features -Steep learning curve: Higher Complexity & Harder to troubleshoot. Requires-Great support for Catalog Management experienced developer for many tasks.(unlimited product attributes) -Admin interface is not intuitive, options are-Product Search works well buried in unrelated & different sections.-Multi-store support -Very little (if any) control over Theme-Internationalization support options such as Navigation menus & styles-Solid Development Framework for by non-developers.extending core features -CMS features of community edition are-Regular Software Updates rudimentary, page hierarchies only allowed in Enterprise version. -Poor & outdated documentation. -Very intensive server requirements, otherwise runs very slow.
  15. 15. WordPress (wp e-Commerce, WooCommerce, Shopp, etc. -Easy to use & intuitive admin -No real “Multi-store” support, WPMU -Can customize Theme look & feel installs don’t work well with many without touching much code eCommerce plugins. -Multiple Low cost eCommerce -No common support for Integration solutions, support for standard & Enterprise Systems (Shipping & advanced eCommerce features Warehouse management, Accounting) -Over 19,000+ existing plugins for -eCommerce support relatively additional features & functionality (SEO) new, only 5 years since first plugin developed (wp-eCommerce circa 2007) -Very Strong & Flexible CMS -Active Support Community & Documentation -Regular Software Updates
  16. 16. Typical Lead Time & Preparation with various solutionsEnterprise Software (Marketlive, Demandware)Grow/Hire DedicatedDevelopment & Designers Magento(Custom Look & Feel) Find Experience Web Developer with knowledge WordPressSetup & Configure Complex of Framework (not justNetwork & Web Server Frontend Templates) Setup Single Dedicated ServerInfrastructure Setup & Configure Multiple Install eCommerce Plugin &Integrate with Web Servers add-ons/extensionsShipping, Accounting, andother Enterprise Software Build Integration withSystems existing Software Systems Find compatible Theme, change settings in Admin.Customize advanced Customize shopping cartshopping cart code & code, features, & Templatesfeatures Customize as needed
  17. 17. Which solution is ideal for your business size?eCommerce Platform Enterprise Magento WordPress ProviderBudget $1M - $100,000 $50,000 - $1,000 $1,000 - $100Orders Per Day 1000+ 500+ Under 500Products in Catalog 100,000+ 10,000+ Under 1000Other Software Integrations Multiple Systems 1-2 Systems 0-1 System (Warehouse, (Warehouse, (Accounting) Accounting, CRM) Accounting)Development Skills & Resources Large Team 1-5 0-1Internationalization/Multi Language YES YES YESIdeal for Multiple Stores YES YES NO
  18. 18. Takeaways: WordPress vs. other choices • Most economical choice • Least technically complicated to setup and maintain • Easy to use & flexible CMS • Leverage thousands of Plugins and Themes • Active User & Development Community • Best option for solo-entrepreneurs, startups & small businesses
  19. 19. Agenda eCommerce & WordPress: What’s the right solution for you? Your own sub headline✓ 1 eCommerce requirements and factors Shopping Cart Graphic here✓ 2 Creating a store: What are your choices? 3 Review of WordPress specific solutions
  20. 20. eCommerce on WordPress 2 Types of SolutionsPlugin Theme• More flexible, works • Takes over the entire with many difference User Frontend themes Experience• Usually single plugin • Usually comes with itself is not complete many Widgets & Plugins solution. Additional built into theme Modules required • Easier to setup, good if• Finer Control over purpose of website is to storefront features sell a single type of• Takes more time to product/service. setup
  21. 21. WordPress eCommerce Themes• Templatic: 11 Themes built on Custom eCommerce Framework (Great Professional UI)• StoreFrontThemes: 12 Themes build on WP e-Commerce Plugin (extra modules are additional cost)• Splashing Pixles: Design studio focused on eCommerce themes for multiple plugins (WP e-Commerce & WooCommerce)• WooCommerce: 24 Themes built on WooCommerce Plugin• MarketPress by WPMU (theme + plugin): Focus on Multisite & BuddyPress Support• Over 70+ eCommerce Themes
  22. 22. Popular WordPresseCommerce Plugins
  23. 23. Factors to consider when choosingan eCommerce Plugin 1. Cost Involved: Software + Support 2. Features & Overall Completeness of eCommerce Solution 3. Theme Options & Providers 4. Support & Developer tools
  24. 24. Review of 3 Popular eCommerce plugins• WP-eCommerce – First eCommerce plugin on WP, circa 2007 – Upcoming overhaul of code v3.9+• WooCommerce – Popular choice for features & themes, plenty of extensions & add-on• Shopp – All in 1 solution, different approach to support & services
  25. 25. Scorecard
  26. 26. Summary of eCommerce plugin review WP e-Commerce WooCommerce Shopp 1.2.3Core Plugin FREE FREE $55 (single) / $299 (unlim)Additional Modules $47 - $197 $20 - $75 $50 - $75Professional/Priority Support $47- $247 External partners $49 - $199Marketing Features & Overall 3 4 3.5Completeness (scale 1-4)Theme Options & Providers (scale 1-4) 3 4 2Support & Developer Tools (scale 1-4) 2.5 3 3.5
  27. 27. Future Improvements for eCommerce on WP • Providers need some standardized integration tools to 3rd party software systems for larger businesses (Accounting, Warehouse, CRM etc.) • Need more adoption & buy in from larger business clients.
  28. 28. eCommerce & WordPress:What’s the right solution for you?Slides available online: Hands-On WordPress Workshops in Los Angeles: 1. Oct 6th: Intensive Guide to WordPress • Signup via Southern California WordPress Group Meetup Group Event Page 2. ~ Late November: eCommerce Workshop • Updates on Event Signup
  29. 29. THANK YOU!