- Adam Ravona
- Dec 30, 2025
- 12 min read
Turn your ideas into sales and start selling with Wix eCommerce→
To understand how eCommerce works, let's start with what it takes to run an online store. It's about bringing in customers, displaying your products, managing payments and shipping. A website builder helps you with the tricky parts—like making checkout easy, organizing inventory and tracking orders. This way you can focus on growing your business instead of worrying about the small stuff.
TL;DR: how does eCommerce work?
Simply put, eCommerce is the buying and selling of products or services over the internet, covering everything from how customers find products to how orders are paid for, packed and delivered.
This guide breaks down how eCommerce works step by step, what happens behind the scenes after a purchase and how different models like B2C, B2B, C2C and C2B function. It also includes real examples and explores how an eCommerce platform like Wix helps you build and manage an online store.
Ready to launch your eCommerce business? With Wix eCommerce, you can build a professional online store that attracts customers, drives sales and grows your brand. Enjoy full customization, built-in SEO and powerful marketing tools, all in one platform. Start today and turn your vision into success.
You’ll learn:
How eCommerce stacks up against traditional retail
The journey from first click to final delivery
A behind-the-scenes look at what happens after a customer buys
Connecting the dots between payments, inventory and fulfillment
The different ways to model your store
How Wix helps you build and run your shop with ease
What is eCommerce?
Ecommerce, short for electronic commerce, is the buying and selling of goods or services over the internet. You can think of it as the digital version of brick-and-mortar retail without the physical limitations.
Ecommerce covers everything from discovering products and making purchases online to arranging delivery. In short, eCommerce is the engine that drives online shopping, turning internet connections into the high streets.
Behind the scenes of eCommerce
The eCommerce system runs on a mix of web technology, data management and security tools. Every order sets multiple systems in motion. Your online store’s database keeps product details, customer information and order records, while the payment gateway securely processes transactions with encryption.
At the same time, your inventory system refreshes stock levels so everything stays accurate. All these gears turn together behind the scenes, allowing you to manage hundreds or even thousands of orders with total confidence and ease.
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How eCommerce works
Check out this simple breakdown of how eCommerce works, from finding your fans to getting your products out the door.
01. Attracting customers online
To get customers through your doors, you'll need smart marketing and crystal-clear messaging. This means running targeted ads, keeping your product listings fresh and building a stunning website design.
Common ways to bring in shoppers include eCommerce marketing campaigns, social media ads, SEO features and referrals. The more welcoming your business feels, the easier it is for visitors to become buyers. Once someone lands on your site, focus on making their experience feel approachable and friendly to help turn them into happy customers.
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02. Browsing and selecting products
Once customers arrive at your store, the goal is to make exploring and choosing products easy. This means clear organization: categorize designs by style, theme or collection and offer filters for size, color, material or price. Sorting options like bestsellers or newest arrivals help shoppers find what they want quickly.
Clear photos from different angles, zoom features and lifestyle shots let shoppers see every detail. Your product descriptions should be friendly and informative. Since people love a second opinion, adding customer reviews and ratings is a great way to build trust.
You can also help your customers find even more to love by using tools like "quick view" or "frequently bought together" suggestions—perfect for increasing your order value while keeping the shopping experience fun and easy.
See more: eCommerce management →
03. Completing the purchase
The purchase stage is where a visitor becomes a customer and a smooth process is essential. A clear, simple checkout with as few steps as possible reduces friction and helps prevent abandoned carts. Online payment processing ensures transactions are secure and fast, allowing shoppers to pay with credit or debit cards, digital wallets or other trusted methods.
Showing order summaries, shipping costs and estimated delivery times helps buyers feel confident their order is correct. Features like guest checkout, saved addresses and automatic form validation speed up the process, making it easier for customers to complete their purchase and come back again.
04. Secure payment processing
Modern eCommerce platforms support multiple payment methods including credit and debit cards digital wallets “buy now pay later” options and even local payment solutions letting customers pay in ways that feel familiar and convenient.
When a shopper checks out the payment gateway encrypts sensitive data like credit card numbers making it unreadable to hackers. Fraud prevention adds another layer of protection.
Tools like address verification, CVV checks and AI-powered fraud detection help you spot suspicious activity before it affects your business. Clear communication during checkout—like showing totals, taxes and shipping fees—also reassures customers and reduces abandoned carts.
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05. Order fulfillment and inventory management
Once the purchase is confirmed, the next step is fulfillment and getting the package ready to ship to the customer. First, the seller checks for availability of the purchased item through an inventory management system, pulls out the item and packs it, after which the customer is updated that their order is ready to ship.
By using streamlined workflows and clear communication between teams, eCommerce orders are processed quickly and accurately. It’s important to keep customers updated on their orders throughout the fulfillment process as this helps build trust and enhances their overall shopping experience.
Alternative fulfillment models
Some sellers skip the logistics around fulfillment entirely by partnering with a dropshipping or print on demand partner.
With dropshipping and print on demand, the seller doesn’t keep any inventory or stock, instead a dropshipping or print on demand partner handles the product printing (in the case of print on demand) and shipping, sending the item directly to the customer on the seller’s behalf. Dropshipping and print on demand are great for getting into eCommerce without any inventory overhead.
“Dropshipping is a sales model in which the store owner sells products without needing to keep them in stock. Thus, the store owner acts as an intermediary, passing the orders placed in their store to the supplier, who is responsible for delivering them to the final customer.” - Bruno Brito, dropshipping specialist and CEO of Empreender
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06. Shipping and delivery
Shipping and delivery are a key part of the eCommerce experience and often shape how customers feel about a purchase. Once an order is packed, it’s handed off to a shipping carrier and sent to the customer. Offering multiple eCommerce shipping options like standard, express or local delivery gives buyers flexibility while clear pricing and estimated delivery times help set expectations early.
Once an order ships, tracking updates and delivery notifications keep customers informed and reduce uncertainty. Delays or missing information can quickly lead to frustration so proactive communication is essential. A clear returns process also matters, making it easy for customers to send items back if needed.
“Logistics in eCommerce encompasses everything necessary for your products to reach your customers. This includes everything from when they visit your online store, make a purchase, and track their order, to storage, inventory management, transportation, and delivery.” - Rubén Bastón, director of Marketing4eCommerce
07. Post-purchase support and customer feedback
Providing post-purchase support helps resolve issues, answer questions and make returns or exchanges simple which builds trust and keeps customers coming back. Clear communication like order confirmations, shipping updates and follow-up emails keeps buyers informed and reassured throughout the process.
Collecting customer feedback is just as important. Reviews, ratings and surveys give insight into what’s working and what needs improvement, helping you refine products, website navigation and marketing. When you encourage feedback you also show customers their opinions matter, strengthening loyalty and fostering positive word-of-mouth for your online store.
08. Analytics and store optimization
Your store’s data tells you what’s working and what isn’t. You can see which products are your bestsellers where shoppers drop off during checkout and which marketing efforts bring in the most people.
Use this info to improve your store. You could simplify your site’s navigation update product descriptions test new checkout flows or offer personalized recommendations. Regularly checking your analytics and making small tweaks can help you boost sales reduce abandoned online shopping cart and create a better shopping experience for your customers.
Types of eCommerce
There are a few types of eCommerce and each model has its own unique way of connecting sellers with their target audiences. Understanding these different approaches helps with figuring out which structure works best for your business ideas and goals.
01. Business-to-Consumer (B2C) eCommerce
Business-to-Consumer, or B2C, is the most popular eCommerce type and closely resembles the classic retail model where a business sells its products or services directly to individual customers. When someone buys a pair of shoes from an online retailer, a new book from a major marketplace or subscribes to a streaming service, they’re participating in B2C eCommerce. The focus is on a high transaction volume with a typically short sales cycle.
B2C eCommerce success often comes down to creating a great customer experience and building a strong brand identity. Since B2C eCommerce focuses on selling to individuals, marketing is aimed at appealing to personal needs, desires and emotions. B2C marketing usually comes in the form of social media campaigns, influencer partnerships and email promotions. The goal is to attract shoppers to your store and make the buying process as smooth as possible to encourage them to click the “Buy Now” button and come back for repeat purchases.
02. Business-to-Business (B2B) eCommerce
Business-to-Business (B2B) eCommerce is an eCommerce type where one business sells products or services to other businesses. These transactions often involve bulk orders, long-term contracts and more complex and dynamic pricing structures than traditional B2C eCommerce. Examples of B2B eCommerce are office supplies, software and software licensing firms or production material providers.
The B2B sales process is typically longer and more relationship-driven. Decisions are based on logic, return on investment and efficiency rather than desires and emotions. Marketing in the B2B space focuses on building trust and demonstrating value through case studies, whitepapers and detailed product specifications and datasheets. The goal is to position your B2B eCommerce business as a reliable partner that helps other businesses operate more effectively.
03. Consumer-to-Consumer (C2C) eCommerce
Consumer-to-Consumer (C2C) eCommerce happens when individuals sell products or services directly to one another through an online platform. Online marketplaces like eBay, Etsy and Facebook Marketplace are popular examples where anyone can sell used furniture, handmade crafts or old electronics to other regular people. Online marketplaces and C2C platforms usually take a small commission or listing fee in return.
With C2C, the platform's role is to connect buyers with sellers and provide a secure environment for the transaction. Trust is a huge factor, which is why rating and review systems are so important. C2C has empowered countless individuals to become casual sellers or even run small businesses from their homes, turning personal items or hobbies into a viable source of income.
04. Consumer-to-Business (C2B) eCommerce
Consumer-to-Business (C2B) is an interesting eCommerce model that flips the traditional sales dynamic. In C2B, an individual sells their products or services to a business. This is common in the creator economy. For example, a freelance photographer might sell their images to a stock photo company, a blogger could be paid by a brand for a sponsored post or a web developer could offer their services for a specific corporate project.
In this model, the individual creates the value, and the business pays for it. Online platforms, like Fiverr and Upwork, have made C2B more accessible than ever, connecting freelancers and creators with companies looking for specific skills. C2B eCommerce lets talented individuals monetize their expertise by working with businesses of all sizes.
eCommerce in action: a t-shirt online store example
Build your shop: Start by creating a professional site with Wix drag and drop website builder. Personalize your shop with product galleries, filters and quick views so customers can browse your designs with ease. Add detailed product pages with high-quality images, available sizes and colors, material info and design options to help shoppers find their new favorite shirt.
Attract customers: Promote your t-shirt store across multiple marketing channels. Use Wix SEO tools to appear when people search for custom t-shirts, launch social media campaigns featuring your designs or send emails to showcase new collections and limited editions.
Encourage return shoppers: Let customers create accounts to save wishlists, track order history and store addresses for faster checkout.
Accept secure payments: Set up safe, flexible payment options. Wix Payments and integrations with providers like PayPal, Stripe and credit cards let customers pay in ways they trust. Secure encryption and fraud prevention tools ensure transactions are protected, giving buyers confidence.
Set up shipping: Offer flexible shipping methods that suit your audience. Options like free shipping, flat rates, local delivery or store pickup make it easier for customers to complete their orders. Clear shipping info and tracking updates improve the overall experience.
Manage orders and inventory: Keep everything organized from one dashboard. Track inventory levels, process new orders and handle fulfillment efficiently. Wix makes it easy to coordinate in-house stock or integrate with dropshipping and print-on-demand partners to avoid running out of popular items.
Expand your catalog: Grow your product selection without extra inventory by connecting with services like Printful, Printify, Modalyst or Spocket. This allows you to offer new designs and trending products while the partner handles printing and shipping.
Sell on multiple channels: Reach more buyers by selling your t-shirts on platforms like Google, Facebook, Amazon, eBay and YouTube. Wix lets you manage everything in one place—sync your t-shirt designs, track sales and handle orders across multiple channels without extra hassle.
Enhance your store: Use advanced tools like Velo by Wix to add custom coding and features tailored to your business. You can implement unique checkout flows, special discounts or personalized recommendations to improve the shopping experience and boost conversions.
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Building an eCommerce website with Wix
Wix helps you create a business-ready online store in minutes with easy domain name search and registration, free website hosting and eCommerce hosting, online shopping cart integration and an online store builder.
You can choose from over 2,000 website templates, including hundreds of eCommerce website templates and customize them to match your brand. Once your site is designed, you can add your products and set up shipping and payment options to start selling.
Learn how to sell on Wix
How does eCommerce work with Wix?
Wix offers an all-in-one online store builder with fully customizable storefronts, offering:
Intuitive design tools: Drag-and-drop website builder and customizable eCommerce website templates.
Built-in SEO: Optimize your site to rank higher in search results and attract more shoppers with Wix SEO.
AI website creator: Launch a professional-looking online store in just a few clicks.
Integrated marketing tools: Email campaigns, social media integration and more.
Flexible payment options: Accept major payment methods through Wix Payments or connect to over 100 global providers like Stripe, Square and Klarna.
Wix enhances the customer experience and creates a seamless shopping journey with features like:
AI-powered chat: Assist customers in real-time to reduce cart abandonment.
Advanced navigation: Add filters, sorting options and search functionality.
Secure checkout: Build trust with PCI compliance and fraud prevention.
By combining powerful eCommerce tools with ease of use, an eCommerce website built with Wix empowers businesses to attract more customers and sell more.
Check out these stunning eCommerce website examples →
How does eCommerce work? FAQ
What is an eCommerce website?
An eCommerce website is an online store that allows a business to display products or services and sell them directly to customers over the internet. These websites include features like a product catalog, a virtual shopping cart and a secure payment system. Using tools like Wix, you can easily build a high-converting eCommerce website in minutes.
How do you start an eCommerce business?
You start an eCommerce business by choosing a product to sell, setting up your online store using an eCommerce platform and creating a marketing plan to attract customers.
Building an online store:
Decide what products to sell by focusing on a niche you’re passionate about
Come up with a brand and register a domain name to go with it
Design your store layout and upload your products listings
Setup payment processing and shipping option
Once your store is live, the focus shifts to driving traffic to your store through social media marketing, content marketing or paid advertising. Running a successful online store effectively involves continuously testing your strategies and adapting to customer feedback.
What are the most important eCommerce tools?
The most important eCommerce tools include an eCommerce platform to build and host your store, a payment gateway to process payments, marketing automation software for ongoing promotions and analytics tools for insights into customers' behavior.
How do I market my online store?
There are countless ways to market an eCommerce store, but a few tactics stand out, such as SEO, social media campaigns, email marketing strategies and paid advertising.
There isn’t one overarching marketing strategy that fits all online stores. The most successful sellers experiment with different channels and messages, track their results and adapt with what works.
Is eCommerce profitable?
Yes, eCommerce can be very profitable. With lower overhead costs compared to traditional retail and the ability to reach a global customer base, online businesses have significant potential for growth and high profit margins. Success depends on factors like product demand, marketing strategy and operational efficiency.
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