Updated: Aug 24
Get the perfect domain for your eCommerce store: find your domain→
An online store, also known as an eCommerce store or electronic commerce store, is a website, app or digital platform that allows businesses or individuals to sell products or services over the Internet. Customers can browse an online catalog, select items they want to purchase and complete transactions electronically. Online stores have become increasingly popular due to the convenience of shopping from home and the global reach they provide. Wix is an all-in-one online store creator that lets you build a business-ready storefront in minutes. This guide breaks down the 8 core parts of an online store, the main reasons your business needs one and a few real examples to learn from.
Ready to start selling online? Build a custom online store with Wix and get the tools to sell, manage and grow your business from one dashboard. Customize every detail, reach customers across channels and market your brand with built-in SEO and marketing tools.
8 key components of an online store
The following are some of the most important parts of an online store, when it comes to making an eCommerce website, it’s important to factor in all of the following.
01. Product listings
Online stores typically display detailed information about products or services, including images, descriptions, prices and specifications. For more inspiration check out these product page examples.
Wix is an all-in-one eCommerce platform that supports physical products, services, specialized business models like rentals or online ordering and digital programs such as online courses, all from a single backend. Wix also lets you offer online services on your website, like appointments, classes and memberships, so service-based businesses can sell alongside product listings.
Learn more: How to start an online store, Website vs online store
02. Shopping cart
Customers can add products to a virtual shopping cart as they browse. The shopping cart keeps track of selected items until the customer is ready to checkout.
03. Checkout process
This is the process through which customers complete their purchases. It involves entering shipping information, payment details and confirming the order.
04. Payment options
To facilitate transactions, online stores offer various payment methods, such as credit cards, digital wallets and other online payment systems. Wix Payments, like other online payment systems, allows your customers to pay with major debit/credit cards, Apple Pay, Google Pay and other popular methods, and merchants in the US can also accept Tap to Pay on iPhone and Android. Wix allows businesses to customize the eCommerce checkout experience.
05. Security infrastructure
Security is crucial in online transactions. Online stores use secure socket layer (SSL) encryption to protect customer information and ensure a safe shopping experience. They should be built on platforms, like Wix, that enforce enterprise-level website security infrastructure both for reliability and security reasons. Wix eCommerce powers $4.14B in annual GMV across 763,500 live stores, with 99.9% uptime and 24/7 merchant support.
06. Order management
Businesses use order management systems to track and fulfill customer orders. This includes managing inventory, processing orders and handling shipping logistics.
07. Customer accounts
Many online stores allow customers to create accounts, providing a personalized experience. Customer accounts can store order history, preferences and shipping information for future purchases.
08. Search and navigation
Effective search and navigation features make it easy for customers to find products. This includes categories, filters and search functionalities.
Get your online store started with an eCommerce website builder.
Why do you need an online store?
Global reach
An online store provides the opportunity to reach a global audience, breaking down geographical barriers. This broadens your customer base and allows you to tap into markets that were previously inaccessible. With the internet connecting people worldwide, your products or services can be showcased to a diverse set of consumers, increasing the potential for sales and eCommerce business growth. According to VistaPrint / Wix Small Business Marketing Survey, 81% of consumers say it matters that a business has a branded website, and for 15%, its absence is an outright dealbreaker.
24/7 availability
Unlike physical stores with fixed operating hours, an online store is open 24/7. This level of accessibility provides unparalleled convenience for customers who can browse, shop and make purchases at any time, regardless of their location or time zone. This flexibility enhances customer satisfaction and contributes to increased sales, especially for businesses catering to international audiences.
Reduced overhead costs
Operating an online store often incurs lower overhead costs compared to a brick-and-mortar establishment. There's no need for physical storefronts, extensive in-store staff, or utilities associated with maintaining a traditional retail space. eCommerce allows businesses to streamline operations, allocate resources more efficiently and offer products at competitive prices, which is a significant advantage when it comes to starting a business in today's competitive market. You can take this one step further with different ecommerce types, that are especially low investment, including dropshipping amongst others.
Learn more: How much does an eCommerce website cost
Benefits of analytics
Online stores offer the advantage of collecting and analyzing customer data effectively. By leveraging analytics tools, businesses can gain valuable insights into customer behavior, preferences and buying patterns. This data-driven approach enables targeted marketing strategies, personalized customer experiences and the ability to adapt and optimize product offerings based on real-time feedback, ultimately leading to better decision-making and improved business outcomes.
One of the most valuable things Wix gives a growing business is visibility into what's working. Wix Analytics closes the loop between your marketing activity and your real business outcomes so you're not guessing. You can see how customers are finding you, what they do when they arrive and where you're losing them and then act on it.
— Inbal Kochmeister, Product Marketing Manager at Wix
Scalability
Online stores need a scalable eCommerce platform that can easily adapt to the growing demands of a business. Whether you're a startup or an established enterprise, the digital nature of eCommerce allows for seamless expansion without the constraints associated with physical space. With the ability to add new products, services, or features, online stores provide the flexibility needed to respond quickly to market trends and evolving customer preferences.
Competitive advantage
In today's dynamic business environment, having an online store is crucial to staying competitive. It allows businesses to adopt innovative technologies, such as augmented reality for virtual try-ons or AI-driven recommendation engines, to enhance the customer shopping experience. By staying at the forefront of technological advancements and eCommerce merchandising strategies, businesses can differentiate themselves from competitors and position themselves as industry leaders. According to VistaPrint / Wix Small Business Marketing Survey, 36% of consumers are shopping at small businesses more often than a year ago, but 62% struggle to differentiate between similar ones, making a distinctive online presence more valuable than ever.
One of the reasons why I love Wix and chose Wix for my website: it's a whole business tool. You can handle everything on there for your whole business, it's crazy. The way that I was able to customize the site made it both easy for people to understand the product, but also easy to preorder.
— Angus Willows, Founder and CEO of Kangaroo
Learn more: What's the best way to start an online store?
3 examples of successful online stores
This jewelry business is a great example of how versatile an online store can be. You can choose to sell almost anything from an online store, including a wide range of popular jewelry choices.
This online beauty store is a great example of how successful an online store can become with the right products and customer targeting.
Online stores also serve niche product markets well, such as this online store selling sleeping sacks and clothes for babies, all of them made to the highest standards of care.
Online store FAQ
What are the different types of online stores?
Online stores can operate under a few different models depending on who's buying and selling. B2C (business-to-consumer) is the most common, a business selling directly to individual shoppers. B2B (business-to-business) means one business selling to another, often in bulk or under contract terms. C2C (consumer-to-consumer) involves individuals selling to each other through a shared platform. D2C (direct-to-consumer) is when a brand sells its own products straight to customers, skipping traditional retail middlemen entirely.
Should I sell only through my own online store, or also on marketplaces?
Marketplaces like Amazon or Etsy can add reach fast since the audience is already there, but you're competing with everyone else on the platform and have limited control over branding. Your own online store is where you build lasting customer relationships, own your data, and keep full control over the experience. Many businesses do both, using marketplaces to widen reach while treating their own store as the home base for the brand.`
How does an online store work?
Customers can visit the website, browse through products or services, add items to their cart and complete a digital checkout process to make a purchase.
Is an online store the same as an eCommerce website?
Yes, an online store is a type of eCommerce website. It specifically refers to the section or platform of a website where products or services are sold.
What products can I find in an online store?
Online stores can offer a wide range of products or services, including electronics, clothing, books, digital downloads, subscriptions and more, depending on the type of business.
