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What is eCommerce? Definitions, examples and tools for your business

What Is eCommerce

This post was last updated on October 12th, 2023.

At its core, eCommerce is simply the online exchange of goods and services. But it’s also so much more than that: eCommerce is an integral part of the modern global economy. Over the past couple of decades, it has transformed both the way we shop and the way we do business. In fact, eCommerce is on track to take over traditional retail sales altogether. According to Nasdaq, by 2040, eCommerce could facilitate as much as 95% of all retail sales.

With Wix, it’s easier than ever to set up an eCommerce website.

An online store created with an all-in-one platform like Wix lets you sell products or services anywhere in the world.

If you’re brand new to eCommerce, you’ve come to the right place. This article will answer all of your questions about the world of online retail and how to set up an eCommerce business:

What is eCommerce?

Ecommerce (short for “electronic commerce”) is an umbrella term for any transaction done over the internet. Ecommerce can involve the sale of physical or digital products as well as services of all types, from scheduling a yoga class to booking a hotel. It's like a digital marketplace that's always open.

In an increasingly digital world, eCommerce is more prominent than ever. The U.S. Census Bureau reported that eCommerce sales totaled $277.6 billion during the second quarter of 2023 alone. And according to Statista, global eCommerce sales are forecast to reach $8.1 trillion by 2026.

Ready to start selling? Create your online store with Wix.

ecommerce website concept

How does eCommerce work?

Here is a simplified overview of how an eCommerce transaction works:

  1. A customer visits an eCommerce website, marketplace or app and browses the products or services offered.

  2. If the customer finds something they want to buy, they add it to their shopping cart.

  3. The customer proceeds to checkout, where they enter their shipping and billing information and select a payment method.

  4. The eCommerce merchant processes the payment and ships the product or provides the service to the customer.

Each of these steps could look a little different depending on the exact nature of your eCommerce business. For example, you could partner with a third-party logistics company to handle packaging and shipping for you. Or instead of selling retail goods, you may choose to sell online services or courses that don’t require any physical inventory.

Ecommerce now comes in many shapes and sizes, and often involves multiple players. It also involves a variety of touchpoints, including a well-built website.

What is an eCommerce website?

If you want to succeed in your endeavor, it's crucial to know how to create a website that's tailor-made for eCommerce. Simply put, an eCommerce website allows your business to sell products and services online. It's a digital storefront where your customers can browse, select and purchase items. A typical eCommerce website includes features, such as:

  • A desktop and mobile interface

  • A product catalog with product descriptions and images

  • A shopping cart system for customers to keep track of the items that they want to purchase

  • A checkout process where customers can enter their shipping and billing information

  • Secure payment processing

  • Order tracking and customer support resources

creating an ecommerce website with Wix

Types of eCommerce businesses

Business to consumer (B2C)

Business to consumer is one of the most common types of eCommerce models. B2C businesses sell goods and services directly to the end customer, and can include anything from physical products to online services. Think: Amazon, Nike or an online tutoring business.

Business to business (B2B)

Business-to-business models are also very common, and refer to companies that provide goods or services for other businesses. B2B eCommerce covers a wide range of businesses, including wholesalers, raw material manufacturers and service providers.

Consumer to consumer (C2C)

Any transaction done between two people, rather than business entities, is considered consumer to consumer. This type of business model includes transactions done on platforms such as eBay or Craigslist, or on social media marketplaces like Facebook Marketplace.

Consumer to business (C2B)

Consumer to business covers services provided by individuals, for businesses. This model is often used to include freelancers and other small service providers. A common form of C2B is when a business purchases stock images, videos or music created by individuals.

Business to government (B2G)

Business to government provides products and services for the federal or local government to purchase. These include a wide range of sectors like cyber security, waste management, urban planning, etc.

Government to business (G2B)

Government-to-business transactions reverse the B2G model. This model is often used to refer to information that companies can purchase access to, such as blueprints or legal files.

type of ecommerce business model

Examples of eCommerce business models

There are several types of common eCommerce businesses that operate under the structures listed above. A useful way of breaking them down is by explaining the various types of products or services they offer.


Dropshipping is a business model in which you can sell products online without physically holding any inventory. Think of it as being the middle-person who connects the customer with the manufacturer or supplier.

When a customer places an order for a product in your online store, the order details are forwarded to a trusted supplier, like Modalyst. The supplier then ships the product directly to the customer. When you start a dropshipping business, you don't have to stress about logistics, manufacturing, warehousing or order fulfillment. You're also not limited by space—you can sell an unlimited array of products.

Take Wix merchant The Boho Birdy, for example. The Australian e-tailer offers a wide array of clothing, including colorful boho, beach and bridal fashion, housewares and baby items to a global customer base. According to the store’s FAQ page, it partners with “suppliers and manufacturers to ship directly to … the customer.”

Try our dropshipping website builder to launch your eCommerce business today.

boho birdy website

Print on demand (POD)

The print-on-demand business model is a form of dropshipping. As a business owner, you’ll create designs and artwork, then select what products you want those designs printed on. A third-party supplier like Printful handles the actual printing, fulfillment and shipping.

When starting a print-on-demand business, you can choose from all kinds of products to offer, spanning T-shirts, hats, coffee mugs, phone cases, stickers and more. Plus, you have the freedom to experiment with designs until you hit your stride with one that takes off with your customer base.

For example, Wix user LemonMade Apparel operates a print-on-demand business model that partners with social media influencers. From LemonMade’s storefront, buyers can browse shirts, tote bags, ornaments, stickers and other merchandise for their favorite influencer. Both LemonMade and the influencers receive a portion of the sales.

Start building your print-on-demand shop today with Wix.

lemonmade apparel

White labeling

While labeling is another form of dropshipping where you can create your own brand without the need to develop products from scratch.

With white labeling, you’ll sell products that are already successfully produced by another company under your brand name. Your company name, logo and designs will appear on the packaging. The white label provider handles product development, manufacturing and fulfillment.

Private labeling

Private labeling involves selling products under your own brand, but having them manufactured by a third-party. This is a common practice for eCommerce businesses that don’t have the capabilities, space or capital to handle their own manufacturing.

Private labeling differs from white labeling in that the products are unique and exclusive to you and your business, while white labeled products are generic. Some providers will also handle fulfillment for you.

This approach lets you build a unique brand identity without the headache and expense of product development or manufacturing.

Subscription service

Finally, another common eCommerce business model is subscriptions. Subscription services help you gain repeat orders and customer loyalty. For a set price, your company will create and/or curate a package of products or services delivered at set intervals—usually every month or every three months. You can offer incentives for long-term commitments at a reduced monthly cost (e.g., offering a 15% discount if a customer buys a three-month subscription rather than one month).

Common examples of subscription services include meal prep delivery (like Hello Fresh or Blue Apron), fashion boxes (like Stitch Fix or Nuuly), streaming services (like Netflix or Hulu) and software as a service (like Adobe Creative Cloud or Ahrefs).

Wix user House of Suppliez utilizes this model in addition to their offering of supplies and classes for professional nail and lash technicians. Their monthly subscription box offers a curated collection of nail and lash products for professionals in the industry.

house of suppliez website

Types of eCommerce products

Physical products

Businesses that sell their own physical products online are common, and are often what people refer to when they mention eCommerce.These online stores include both retailers and wholesalers that sell any sort of physical product; this could include clothes, books, groceries, gardening accessories, artwork, etc.

Most businesses that sell physical goods online operate through their own store website, and/or as a merchant on an eCommerce marketplace like Amazon or Etsy.

Artist and Wix user Lauren Simpson is a great example. Lauren’s website and online shop features prints, cards and stickers depicting an incredible series of paintings inspired by the Alaskan wilderness.

lauren simpson art website


There is an endless variety of services you can purchase online, from hiring freelancers to streaming movies. As such, not all service-based eCommerce businesses operate similarly.

Many business owners sell their services on their own website or on a dedicated platform for similar services. It’s also not uncommon for a business to ask first-time customers to contact them or fill out a form, rather than purchase the service upfront. This often depends on the type of business, as well as the clientele.

Digital products

There’s a type of eCommerce product that’s sort of in between physical products and services—digital products. This sector has gained popularity over the past couple decades with the growth of online retail. It includes software, music files, in-game purchases (in video games) and more.

Digital products are the easiest to provide to the customer, as it’s just a matter of enabling a download. They also have the added benefit of being freely duplicatable, as opposed to a physical product, which requires manufacturing.

See Sewn Ideas for inspiration here. This Arizona-based online shop offers a complete line of PDF patterns for various shapes and styles of handbags, designed for everyone from beginners to advanced sewers. Once you pay for a pattern, you also unlock a password to access instructional videos.

sewn ideas website

Pros and cons of eCommerce

There are many reasons to start an online business. But before you start bouncing around eCommerce business ideas, it’s important to understand what advantages and challenges eCommerce holds.

Pros of an eCommerce business

  • Low investment and operational costs: Compared to a physical brick-and-mortar storefront, eCommerce requires a much smaller initial investment. Instead of renting a location and remodeling it to create the perfect store, you simply need to create a website. Operational costs are also much lower, as you can avoid the rent and high utility bills associated with physical storefronts.

  • Stays open 24/7: Online stores, as opposed to physical businesses, aren’t limited to business hours. An eCommerce business can operate 24/7, always generating income, even when you sleep.

  • Reaches more customers: By operating your business online, your clientele isn’t limited to a physical location. Your online store or mobile eCommerce app can cater to customers around the world, shipping internationally from day one. Ecommerce in emerging markets, such as China and India, is also on the rise in terms of both sellers and buyers.

  • Fast and easy for customers: Letting your customers order their products online and receive them at home makes the purchasing process much faster and simpler than going out to the store. Online shopping also gives them the additional convenience and flexibility of payment options, such as one-click purchases via PayPal or Apple Pay. This means customers are more likely to make impulse buys, as well as come back for more, given they’re happy with your products.

  • Facilitates omnichannel selling: Thanks to platforms like Wix that let you manage multiple sales channels in one place, you can easily list one product on various online platforms—online store, app, social media, online marketplaces, etc.—to increase your chances of making a sale.

  • Easily scalable: Scaling up an eCommerce business is much easier than scaling up a physical one. Sure, you may need more storage and have to hire a few employees to deal with order fulfillment and other tasks, but you won’t have to find new locations or hire enough employees to run an entire store.

Cons of an eCommerce business

  • Harder to interact with customers: Most of the disadvantages of eCommerce stem from the inability to physically communicate with your customers. This makes it harder to understand their needs and to make sure they’re happy with your business. To counteract this, it’s important to keep in touch with your customer base however you can, be it social media, emails, surveys, etc.

  • Shoppers can’t try before they buy: In an online store, customers can’t physically try on clothes, test gadgets or even get a general feel from just holding an item in their hands. Many online stores offer a free return policy to ensure their customers don’t hesitate. Great product photos and videos can also help give your customers a better understanding.

  • Faulty tech can ruin sales: When your business is online, any error or bug can cost you. There are many unexpected hurdles that can pop up—transaction errors, glitchy page designs, server crashes and more. These can not only botch a sale, but also deter customers from coming back to your online store. Make sure to build your website and store using a platform with a history of site reliability. Wix, in particular, has a proven track record of minimizing these issues.

  • Crowded and competitive: In many cases, eCommerce is more competitive than physical retail. Rather than compete with other businesses in your town or neighborhood, you’re competing with the entire world. Things can get ugly trying to compete on product and shipping prices, especially with bigger companies that can often undercut you on both. Good marketing is the key to success in eCommerce and standing out from the crowd.

ecommerce checkout

Where different types of eCommerce take place

Ecommerce can take place in spaces all across the internet. Different types of eCommerce can take the following forms:

  • Online store: An online store is the most straightforward and customizable option for eCommerce. A platform like Wix allows businesses to create and manage their own online stores easily. Its success can be attributed to its user-friendly interface, scalability, affordability and wide range of features.

  • Social commerce: This is the practice of selling products through social media platforms. Businesses can create online stores on these platforms or use them to promote their products and generate sales. These days, you can even conduct transactions directly through social platforms in most cases. Some popular social commerce platforms include Facebook, Instagram and Pinterest.

  • Mobile commerce (mCommerce): This is the practice of buying and selling products through mobile devices. Mobile commerce is becoming increasingly popular as more people use their smartphones and tablets to shop online. Some popular mobile commerce platforms include apps from Amazon, eBay and Walmart.

  • Online marketplace: These are websites that allow sellers to list their products for sale. Some popular marketplaces include Amazon, eBay and Etsy. Marketplaces offer a variety of benefits for sellers, including access to a large pool of customers, reduced marketing costs and simplified payment processing.

ecommerce marketplaces

Getting started with eCommerce

If you’re looking to create an eCommerce business, starting an online store is a great first step. These five steps will get you off on the right foot:

How to start an eCommerce business in 5 steps

  1. Choose what to sell online

  2. Build and design your online store

  3. Find a manufacturer

  4. Find shipping partners

  5. Connect a payment provider

01. Choose what to sell online

The first thing you’ll need to do before you learn how to sell online is decide on what you actually want to sell.

Start by identifying your interests and passions. It's much easier to dive into a project when you're enthusiastic about it. Then, do some market research, taking notes on what similar online stores are doing. Look at trends, including what's popular, what's unique and what’s profitable. Don't be afraid to fill a niche—it's often where the magic happens. Remember, your products should not only resonate with you, but should also resonate with your potential customers.

02. Build and design your online store

To start your online store, you’ll need to build a website using a platform that can facilitate eCommerce. That’s where Wix comes in. Wix is an all-encompassing, end-to-end solution for e-tailers of all sizes. Through Wix, you can sell goods through your online store, social media and sales channels, or in-person with Wix point of sale software. You can additionally manage shipping, inventory, marketing, analytics and more, all from one unified dashboard.

Once you build your website and create your store, it’s time to design it. Ecommerce website design is crucial in creating a positive shopping experience and can make or break an eCommerce business. Wix offers hundreds of designer-made online store templates that you can customize to your own preferences.

It’s time to design your dream store. Sign up for Wix today.

03. Find a manufacturer

After you’ve decided on a product, or line of products, you’ll need to figure out how to manufacture them. The type of manufacturer you need depends entirely on what kind of products you’ll be offering, and how many.

Alternatively, you may choose to dropship or only offer digital products and services, in which case you may not need a manufacturer at all.

04. Find shipping partners

Shipping is a big part of any online store. You want every single customer to receive their products fast and in one piece. To pull that off, you’ll need a great shipping company.

Look for a shipping company with a track record of reliability; remember, your own business reputation is at stake with each delivery. Speed is important, too, since fast delivery times can give you an edge in online shopping. Finally, consider excellent customer service. When things go wrong, you need a shipping partner who can address concerns quickly and efficiently.

Again, for business models centered around services, digital goods or dropshipping, you may not need to worry about this step. But, for digital sales, you still need to make sure your products are distributed properly, meaning emails go out without errors and download links are always live.

05. Connect a payment provider

No business is complete without getting paid. In order to process transactions and receive payments, you’ll need to connect your online store to a payment solution system, like Wix Payments.

To ensure customers always have a comfortable way to pay, you may want to provide several payment options, including credit cards, Buy Now, Pay Later, mobile payments and digital wallets like PayPal.

Ecommerce marketing tips

The importance of marketing in your eCommerce strategies can’t be understated. It’s a critical part of gaining new customers, as well as retaining your existing clientele. No eCommerce business is complete without it. Below are a few important ways to maximize your marketing efforts.

Optimize your online store’s SEO

One of the most important ways to drive traffic to your online store is by optimizing it to appear higher in search engine results. This is called SEO (search engine optimization).

Boosting the SEO for your online store isn't difficult; it's about consistency and knowing your audience. Start by understanding what your target customers are searching for, and tailor your product descriptions to those keywords. Make sure you answer their search questions. Next, make sure your website is easy to navigate, loads quickly and is mobile-friendly. Good SEO is a marathon, not a sprint.

ecommerce marketing

Make use of content marketing

Content marketing is a common practice in starting a business of any type. In short, it means creating engaging blog posts, newsletters, social media posts and other content to attract visitors to your website. Using content marketing wisely, in conjunction with SEO, can have a huge impact on your store’s traffic.

Utilize Facebook and Google Ads

Facebook Ads and Google Ads are two of the most common paid advertising channels for eCommerce, and they can be very effective. Between Facebook, Instagram and Google, you can cover an enormous share of all internet users.

With all that reach, you’ll need to be very precise when setting up your campaign, or you risk spending your marketing dollars on the wrong audiences. Wix can help you with built-in functionality to create, run and manage Facebook and Instagram Ads, as well as Google Ads.

creating facebook ads

Stay in touch with your customers using good ol’ email

Marketing emails are a great way to stay in touch with your customers after you start an online business, letting them know about new products, sales or even to send a friendly holiday greeting. Email marketing is considered to have one of the best returns on investment (ROI) in eCommerce marketing; WebFX reports that this can be as high as 4,400%.

What makes an eCommerce business successful?

All in all, there are many factors that contribute to the success of an eCommerce business. Here are some of the most important:

  • A strong product offering: Your products should be high-quality, unique and in demand. You should also offer a variety of products that appeal to a wide range of customers.

  • A well-designed website: Your website should be easy to use and navigate, and it should be visually appealing. It should also be mobile-friendly, as more and more people are shopping online from their smartphones and tablets.

  • Effective marketing: You need to let people know about your business and your products. You can do this through a variety of channels, such as search engine optimization, social media marketing and email marketing.

  • Secure payment processing: Customers need to feel confident that their personal and financial information is safe when they shop with you. You should use a secure payment processor that encrypts customer data.

  • Reliable shipping: Customers expect their orders to be shipped promptly and arrive in good condition. Use a reliable shipping carrier that offers tracking information so customers can see where their order is at all times.

  • Good customer service: Providing excellent customer service is essential for any business, but it's especially important for eCommerce businesses. You need to be responsive to customer inquiries and resolve any problems quickly.

  • Continuous improvement: No business is perfect, and there is always room for improvement. You should constantly be looking for ways to improve your business, such as by adding new products, improving your website or expanding your marketing efforts.

What is eCommerce FAQ

How to make money with eCommerce?

Making money with eCommerce involves creating a successful online business that generates revenue through the sale of products or services. It starts with choosing the right eCommerce model or type. From there you'll need to choose a specific product niche or category to sell. Then, do your market research, choose an online store builder such as Wix, source customers and market your site.

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Geraldine Feehily

Marketing Writer, Wix eCommerce

Geraldine is a native of Donegal, Ireland, and enjoys spending her time outdoors, hiking and being close to the Atlantic Ocean. She is a marketing writer for Wix eCommerce and, as a small business owner herself, loves hearing user success stories.

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