Creating your online store: Shopify, WooCommerce or custom-built?Creating your online store: Shopify, WooCommerce or custom-built?

Creating your online store starts with a platform choice that will stay with you for a long time. Shopify, WooCommerce or a custom-coded site: all three let you sell, but not in the same way, nor with the same day-to-day work. I build stores on all three, and the right answer is never the same from one project to the next. Here's how to choose, and what to prepare before you even open the store.Creating youryour online store starts withwith a platform choice thatthat will stay with youyou for a long time.time. Shopify, WooCommerce or aa custom-coded site: allall three let you sell,sell, but not in thethe same way, nor withwith the same day-to-day work.work. I build stores onon all three, and thethe right answer is nevernever the same from oneone project to the next.next. Here's how to choose,choose, and what to prepareprepare before you even openopen the store.

An online store is a real business. Before choosing a tool, you need a registered company, a domain name, and a clear idea of what you sell, to whom, and how you deliver. In France, Service Public details the steps and the Ministry of the Economy publishes a guide to creating your online store.An onlineonline store is a realreal business. Before choosing aa tool, you need aa registered company, a domaindomain name, and a clearclear idea of what youyou sell, to whom, andand how you deliver. InIn France, Service Public details thethe steps and the MinistryMinistry of the Economy publishespublishes a guide to creating your online store.

• Your catalogue: how many products, with or without variants (sizes, colours), physical or digital.Your catalogue:catalogue: how many products, withwith or without variants (sizes,(sizes, colours), physical or digital.digital.
• Your logistics: who packs the parcels, which carriers, which countries.Your logistics:logistics: who packs the parcels,parcels, which carriers, which countries.countries.
• Your content: quality photos, descriptions, prices, terms of sale. As with a showcase site, content comes before design.Your content:content: quality photos, descriptions, prices,prices, terms of sale. AsAs with a showcase site,site, content comes before design.

Shopify is a turnkey solution: you pay a subscription, and hosting, security, updates and payments are handled for you. You add your products, choose a theme, and open the store.Shopify isis a turnkey solution: youyou pay a subscription, andand hosting, security, updates andand payments are handled forfor you. You add youryour products, choose a theme,theme, and open the store.store.

• A quick start, with no server or updates to manage.A quickquick start, with no serverserver or updates to manage.manage.
• A proven checkout and a clear interface to track orders.A provenproven checkout and a clearclear interface to track orders.orders.
• Apps to add features: customer reviews, subscriptions, multiple currencies.Apps toto add features: customer reviews,reviews, subscriptions, multiple currencies.

You rent your store more than you own it: moving to another solution requires a migration. Added apps often carry their own subscription, and deep customisation goes through the theme code. For most small stores, these limits remain acceptable.You rentrent your store more thanthan you own it: movingmoving to another solution requiresrequires a migration. Added appsapps often carry their ownown subscription, and deep customisationcustomisation goes through the themetheme code. For most smallsmall stores, these limits remainremain acceptable.

WooCommerce is a plugin that turns a WordPress site into a store. Site and store are one: your pages, blog and products live in the same place, and everything belongs to you. It's the logical choice if you already have a WordPress website or want to publish content regularly alongside your products.WooCommerce isis a plugin that turnsturns a WordPress site intointo a store. Site andand store are one: youryour pages, blog and productsproducts live in the samesame place, and everything belongsbelongs to you. It's thethe logical choice if youyou already have a WordPress website or want to publishpublish content regularly alongside youryour products.

• The site, files and data are yours, with the host of your choice.The site,site, files and data areare yours, with the hosthost of your choice.
• Content and store in one place, which helps search ranking.Content andand store in one place,place, which helps search ranking.ranking.
• Enormous freedom, thanks to plugins and code.Enormous freedom,freedom, thanks to plugins andand code.

You handle what Shopify handles for you: good hosting, backups, updates to WordPress and plugins. A neglected store becomes slow or vulnerable, hence the value of regular maintenance. The pitfalls are covered in create a WordPress website.You handlehandle what Shopify handles forfor you: good hosting, backups,backups, updates to WordPress andand plugins. A neglected storestore becomes slow or vulnerable,vulnerable, hence the value ofof regular maintenance. TheThe pitfalls are covered inin create a WordPress website.website.

A custom-coded store makes sense when no platform does what you need: a product configurator, a strong visual experience, a specific business process, or maximum speed. The code does exactly what it's asked, with no theme to work around and no extra plugins.A custom-coded store makes sense when nono platform does what youyou need: a product configurator,configurator, a strong visual experience,experience, a specific business process,process, or maximum speed. TheThe code does exactly whatwhat it's asked, with nono theme to work aroundaround and no extra plugins.plugins.

In return, the project takes longer and every new feature has to be developed. It's rarely the right starting point for a first store, but it's often the right next step once the business has found its rhythm.In return,return, the project takes longerlonger and every new featurefeature has to be developed.developed. It's rarely the rightright starting point for aa first store, but it'sit's often the right nextnext step once the businessbusiness has found its rhythm.rhythm.

1. How many products, and how many variants? A small, simple catalogue works anywhere; a large one needs a solid platform and real organisation work.How manymany products, and how manymany variants? A small, simplesimple catalogue works anywhere; aa large one needs aa solid platform and realreal organisation work.
2. Who runs the store day to day? If you want zero tech, Shopify. If you're comfortable with WordPress or supported, WooCommerce.Who runsruns the store day toto day? If you wantwant zero tech, Shopify. IfIf you're comfortable with WordPressWordPress or supported, WooCommerce.
3. Does content matter in your strategy? If you want to publish articles to be found on Google, WooCommerce keeps everything in one place.Does contentcontent matter in your strategy?strategy? If you want toto publish articles to bebe found on Google, WooCommerceWooCommerce keeps everything in oneone place.
4. Is your need standard? If so, a platform is enough. If not, custom-built avoids forcing a tool that isn't made for you.Is youryour need standard? If so,so, a platform is enough.enough. If not, custom-built avoidsavoids forcing a tool thatthat isn't made for you.you.

The best platform is the one you'll be able to keep alive.The bestbest platform is the oneone you'll be able toto keep alive.

Several sharp photos, a description that says what the product is for, its dimensions, materials, delivery time and final price. Every unanswered question is a reason to leave the page.Several sharpsharp photos, a description thatthat says what the productproduct is for, its dimensions,dimensions, materials, delivery time andand final price. Every unansweredunanswered question is a reasonreason to leave the page.page.

Shipping costs shown early, several recognised payment methods, and a short checkout. Bad surprises on the last screen make people abandon their carts.Shipping costscosts shown early, several recognisedrecognised payment methods, and aa short checkout. Bad surprisessurprises on the last screenscreen make people abandon theirtheir carts.

• A legal notice and terms of sale accessible from every page.A legallegal notice and terms ofof sale accessible from everyevery page.
• The right of withdrawal explained clearly; in France, the DGCCRF details the right of withdrawal rules.The rightright of withdrawal explained clearly;clearly; in France, the DGCCRFDGCCRF details the right of withdrawal rules.
• Cookie consent requested before any advertising tracker, as the French CNIL points out.Cookie consentconsent requested before any advertisingadvertising tracker, as the FrenchFrench CNIL points out.

A store without visitors sells nothing. The foundations are laid before launch: a clear address per product, unique titles, light images, structured data. It's all in the technical SEO checklist before launch, and it's the heart of my SEO optimisation service.A storestore without visitors sells nothing.nothing. The foundations are laidlaid before launch: a clearclear address per product, uniqueunique titles, light images, structuredstructured data. It's all inin the technical SEO checklistchecklist before launch, and it'sit's the heart of mymy SEO optimisation service.

There are ways to open a free online store, with limits to know before you start. For a professional store, the question becomes: build it yourself, or get help from a freelancer or an agency? I compare the options in freelancer, agency or website builder, with the checks to make before signing. And to read a priced proposal, the article on the website quote will help.There areare ways to open aa free online store, withwith limits to know beforebefore you start. For aa professional store, the questionquestion becomes: build it yourself,yourself, or get help fromfrom a freelancer or anan agency? I compare thethe options in freelancer, agency or website builder,, with the checks to make before signing. AndAnd to read a pricedpriced proposal, the article onon the website quote willwill help.

Start with your catalogue, photos and logistics: they're what sell. Then choose the platform that fits how you'll run the store, not what's fashionable. And plan search ranking and maintenance from the start, so the store lasts. If you want to see sites delivered to real businesses, my projects are online, and I explain how I work on the e-commerce website page.Start withwith your catalogue, photos andand logistics: they're what sell.sell. Then choose the platformplatform that fits how you'llyou'll run the store, notnot what's fashionable. And planplan search ranking and maintenancemaintenance from the start, soso the store lasts. IfIf you want to seesee sites delivered to realreal businesses, my projects areare online, and I explainexplain how I work onon the e-commerce website page.