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Launching an online store does not always require building the entire platform from scratch. Learn which features are essential and when an existing e-commerce platform is the better approach.
Companies planning to start selling online have more options today than ever before.
One approach is to build an entirely new e-commerce system from the ground up. Another is to use an existing platform that already provides the core functionality required for products, customers, shopping carts and orders.
For many small and medium-sized businesses, the second approach can be significantly more efficient.
The important question is not whether every component can be custom developed, but which functionality the business actually needs and how much flexibility will be required in the future.
One approach is to build an entirely new e-commerce system from the ground up. Another is to use an existing platform that already provides the core functionality required for products, customers, shopping carts and orders.
For many small and medium-sized businesses, the second approach can be significantly more efficient.
The important question is not whether every component can be custom developed, but which functionality the business actually needs and how much flexibility will be required in the future.
What does a serious online store actually need?
An online store is much more than a collection of product pages.
Behind the public website is a system that manages products, categories, customers, shopping carts, orders, stock, discounts and other information required for daily e-commerce operations.
Behind the public website is a system that manages products, categories, customers, shopping carts, orders, stock, discounts and other information required for daily e-commerce operations.
1. Products and categories
A well-organized catalog is the foundation of an e-commerce website.
Products need clear names, descriptions, images, prices and relevant specifications.
For larger catalogs, categories and subcategories become essential for helping visitors find the right products quickly.
Products need clear names, descriptions, images, prices and relevant specifications.
For larger catalogs, categories and subcategories become essential for helping visitors find the right products quickly.
2. Product variations
Products frequently come in multiple sizes, colors, packages or other variants.
The platform should manage these combinations clearly without requiring every variation to become an entirely separate product.
The platform should manage these combinations clearly without requiring every variation to become an entirely separate product.
3. Search and filtering
As the catalog grows, navigation alone is often not enough.
Search and useful filters can significantly reduce the time required for customers to find relevant products.
Search and useful filters can significantly reduce the time required for customers to find relevant products.
4. Cart and checkout
The checkout process should be simple and transparent.
Customers need to clearly understand which products they selected, quantities, delivery costs and the final order value.
Unnecessary steps increase the chance that the purchase will be abandoned.
Customers need to clearly understand which products they selected, quantities, delivery costs and the final order value.
Unnecessary steps increase the chance that the purchase will be abandoned.
5. Customer accounts
Guest checkout may be useful, but registered customer accounts create additional value for repeat customers.
Accounts can provide access to:
Accounts can provide access to:
- order history;
- order details;
- saved addresses;
- a default checkout address;
- wishlists;
- personal details and account settings.
6. Order management
Store administrators need a clear overview of incoming and historical orders.
Order contents, customer details, addresses, value and status should all be available through the administration system.
Order contents, customer details, addresses, value and status should all be available through the administration system.
7. Customer management
As an online store grows, customer information becomes increasingly useful.
Administrators may need access to customer profiles, addresses, previous orders and overall purchase history.
Administrators may need access to customer profiles, addresses, previous orders and overall purchase history.
8. Coupons and promotions
Promotional campaigns are a common part of online retail.
A flexible platform should allow administrators to create coupons and discounts without requiring code changes for every campaign.
A flexible platform should allow administrators to create coupons and discounts without requiring code changes for every campaign.
9. Stock and availability
Customers need to know whether a product is currently available.
For unavailable products, back-in-stock notifications can help convert current interest into a future purchase.
For unavailable products, back-in-stock notifications can help convert current interest into a future purchase.
10. Wishlists
Wishlists allow visitors to save products and return to them later.
This can be particularly useful for products where purchase decisions take more time.
This can be particularly useful for products where purchase decisions take more time.
11. Product reviews
Reviews can help build trust and provide potential customers with additional information before purchasing.
12. SEO structure
An e-commerce platform should be technically prepared for organic search.
This includes:
This includes:
- SEO-friendly URLs;
- meta titles and descriptions;
- well-structured categories;
- optimized product pages;
- canonical URLs;
- XML sitemaps;
- structured product and offer data.
13. Content and blog functionality
Product pages do not need to be the only content on an e-commerce website.
Guides, articles and useful content can help customers make decisions while also creating additional organic search opportunities.
Guides, articles and useful content can help customers make decisions while also creating additional organic search opportunities.
14. Mobile experience
A significant share of e-commerce traffic comes from smartphones.
Product information, images, navigation and checkout should therefore work comfortably on smaller screens.
Product information, images, navigation and checkout should therefore work comfortably on smaller screens.
15. Analytics and marketing integration
Online sales need to be measured.
Integrations with tools such as Google Analytics, Google Tag Manager and Meta Pixel can help businesses understand traffic, campaigns and customer behavior.
Integrations with tools such as Google Analytics, Google Tag Manager and Meta Pixel can help businesses understand traffic, campaigns and customer behavior.
Does all of this need to be built from scratch?
Not necessarily.
Many e-commerce functions are fundamentally similar across different businesses.
Product management, customer accounts, carts, orders, coupons and SEO administration are not unique business processes in most projects.
Rebuilding all of them for every new store is therefore not always the most efficient approach.
Many e-commerce functions are fundamentally similar across different businesses.
Product management, customer accounts, carts, orders, coupons and SEO administration are not unique business processes in most projects.
Rebuilding all of them for every new store is therefore not always the most efficient approach.
When does an existing e-commerce platform make sense?
An established platform is often appropriate when the business follows a relatively standard online sales process.
Typical requirements include:
Typical requirements include:
- displaying products;
- accepting orders;
- managing customers;
- running promotions;
- managing website content;
- providing a technical SEO foundation;
- connecting analytics and marketing tools.
When is custom development still necessary?
Some businesses have requirements that go beyond a standard e-commerce workflow.
Examples include specialized pricing, complex B2B sales, unusual stock logic, ERP integrations or highly customized purchasing processes.
In those cases, custom development may be justified.
Examples include specialized pricing, complex B2B sales, unusual stock logic, ERP integrations or highly customized purchasing processes.
In those cases, custom development may be justified.
Shopino — an e-commerce platform developed by Geolink
Geolink developed Shopino around a simple idea: common e-commerce functionality should not have to be rebuilt from the beginning for every new online store.
Shopino provides a technical foundation for product and category management, carts and checkout, orders, customer accounts, addresses, wishlists, coupons, reviews, product variations, SEO settings and other functionality required for everyday online sales.
The goal is not to make every store look the same.
The platform provides the technical foundation, while branding, content, products and project-specific functionality can be adapted to each business.
Shopino provides a technical foundation for product and category management, carts and checkout, orders, customer accounts, addresses, wishlists, coupons, reviews, product variations, SEO settings and other functionality required for everyday online sales.
The goal is not to make every store look the same.
The platform provides the technical foundation, while branding, content, products and project-specific functionality can be adapted to each business.
Development time can be focused on what is actually unique
When standard components such as accounts, orders and customer administration are already available, development effort can focus on the requirements that differentiate the project.
More time can be spent on design, content, product presentation, SEO structure and business-specific needs.
More time can be spent on design, content, product presentation, SEO structure and business-specific needs.
The platform should be able to grow
An online store should not become a closed system that cannot evolve.
As sales grow, businesses may need additional integrations, payment methods, marketing functionality or process automation.
A solid technical foundation therefore matters even when the first version of the store is relatively simple.
As sales grow, businesses may need additional integrations, payment methods, marketing functionality or process automation.
A solid technical foundation therefore matters even when the first version of the store is relatively simple.
The right solution depends on the business model
No platform is the correct answer for every online store.
Some companies need standard e-commerce functionality. Others require significant customization or a completely custom system.
The first step should be to define the products, ordering process, delivery, payment methods and expected future development.
Some companies need standard e-commerce functionality. Others require significant customization or a completely custom system.
The first step should be to define the products, ordering process, delivery, payment methods and expected future development.
Online sales do not have to begin with a complex software project
For most companies, the goal is not to build software. The goal is to sell products online.
If the standard functionality already exists, there is little value in repeatedly developing the same foundation simply to reach the starting point.
Geolink developed Shopino with this principle in mind: provide businesses with a solid e-commerce foundation while focusing development on what is specific to their brand and operations.
If you are planning an online store, the first step is to define the products, ordering workflow and functionality your business actually requires.
If the standard functionality already exists, there is little value in repeatedly developing the same foundation simply to reach the starting point.
Geolink developed Shopino with this principle in mind: provide businesses with a solid e-commerce foundation while focusing development on what is specific to their brand and operations.
If you are planning an online store, the first step is to define the products, ordering workflow and functionality your business actually requires.