The Ultimate Guide To Selecting an eCommerce Platform

By Will Wigram


Thinking of building a new eCommerce store or replatforming an existing one?


We’ve put together the ultimate guide to choosing an eCommerce platform to help your store get off to the best possible start from the get go.


1)        Getting Started / Business Objectives


So, what are the key considerations or questions you should ask yourself? Well…


What are the reasons behind the re-platforming? What are the key business objectives form this project?


Perhaps its your global growth ambitions that is spear-heading this, or potentially to reduce costs and management overheads.


Whatever the reasons are its key to make sure that these have been discussed, considered and that everyone is in agreement.


What are the key success metrics of the website?


Increasing overall sales is probably up there but what other metrics can you attribute to the success of the website?


Knowing these is extremely helpful for both you and us when we take on a project as we can link back all of activity and proposed work to these to make sure we are achieving these initial goals.



If applicable, how is the current website failing?


What are the current pain points? – This could be user experience / navigation issues, it could be inflexibility with scaling or a dated look and feel.


Whatever they are, it is imperative they do not crop up again and therefore need to be made clear from the get go.


But also think about the successes that we can develop even further going forward.


What are the main features and functionalities that you want?


Of course you will refine this as you go through this process (and we’ll discuss this more in a minute) but its useful to lay everything out on the table to start with. From here you can try to organise them into must haves and nice to haves.


Knowing what the priorities are is really useful as it can help point us to the most appropriate platform, and in cases where there are budget limitations, it can help us put together a phased project plan.


There are a huge amount of factors that can and will consider in this process, but beginning with the four points above will get you off to a good start.


I think one of the most important takeaway’s here is to make sure you involve all departments in these initial discussions. As you go through the process it won’t always be necessary to have all departments involved, but including everyone at this early stage is only going to result in a much more rounded view of the needs and objectives.


2)        Product Make Up


At the core of any eCommerce website are the catalogues of products. Again on the surface this may seem quite straight forward – items for sale, different colours, different sizes, prices, descriptions and images. But actually, the make-up of these catalogues can be quite intricate and there may be certain limitations on some platforms that could prevent you from running your business effectively.


Some of the SaaS platforms (like Shopify & Bigcommerce) are more suited to less complex catalogues than the likes of Magento. For example the number of variants a product can have cannot exceed 100 on Shopify. There are ways around this but it involves customisation and/or the use of a third party app.


In isolation this is not that much of a problem but if this type of customisation is needed throughout your product offering, it can become a bit of a pain to manage.


So, to alleviate the risk of this happening here are some of the the product questions you should be asking yourself:


  • How many products do you want to sell online? Quantity in isolation is rarely an issue but it’s good to know this nonetheless as it will have implications in various ways such as design and site speed optimisation.
  • How many categories and sub categories will you have? This could be quite small to begin with and then grow, so future ambitions is good to also bare in mind at this stage.
  • How Complex is your product taxonomy? Think about the number variants each product will have – colours, sizes, types etc. Will these be presented as single products or as SKUs within the products
  • Is there a requirement to be able to group / bundle products? This has implications for stock management so it’s good to know
  • Will products be sold on a subscription basis? If so, what are the rules here? What does this model look like?
  • Is pre order a requirement? If so should this be triggered automatically when a product is out of stock or manually? Can pre order be managed through other channels such as by phone?
  • Do you have a BTC and BTB product offering? How do these differ and should they be set up completely separately?
  • How will your product make up change and grow over the next few years? Linking back to what I mentioned earlier, what are the ambitions for all of the above?


Ultimately it is preferable to choose a platform that can accommodate as many of your requirements as standard features of the platform. Of course, one of the great perks of many of the eCommerce platforms out there, is the vast range of third party apps/plugins that are available that you can bolt onto the website to enhance functionality (we get to this later).


However from experience, it’s not advisable to have heaps of plugins as this can have a negative effect on overall site performance and speed.


If the majority of the functionality of your website comes from third party plug-ins, it’s probably a pretty clear sign that you are not on the most appropriate platform.


This is why it’s important to have all of this detail clearly available when selecting a platform, to alleviate the risk of choosing a one that restricts you and does not allow you to create and evolve in a hassle free manner.


3)        Content Requirements


Content is at the core of every website and different platforms offer different solutions to the variety of different elements that you may or may not require, some making it easier that others.


Types of Content:

Ediorial – Blog, News, Press – archives

Campaign – Projects, Case Studies , Look Books

Brand – About, Philosohy, Process / Craft, History,

Social – integrating 3rd party content


Again, try to think about how this will evolve as well as what you’re launching with. How often are you going to be adding new content to the site?


If this is regularly (as, of course, it should be to help your SEO rankings) it is so important that it is an easy to do, otherwise it will cause such a headache to whoever has this job, wasting their time going through a tedious process or even worse deterring them from adding any new content.


WordPress, is a great option for content rich sites as there is no real limitation from a creative or management point of view. We have historically connected this with WooCommerce to offer a powerful eCommerce solution for our clients – and this is definitely a combination we still recommend.


Bigcommerce has recently developed a WordPress integration that creates a really powerful solution giving you all the benefits of WordPress, but weaving this into a very capable and solid ecommerce platform.


Shopify is also improving as a content management system and whilst it used to be tricky to manage editorial style content, this is no longer the case.


4)        Technical Requirements/Integrations


You will find that a lot of the more common integrations are easily achieved with ready made plug ins available. These include:

  • Connecting to email marketing platform to capture newsletter sign ups
  • Connecting to Payment gateways – to allow a seamless check out experience
  • Feeding your instagram account onto the site to offer fresh and dynamic content


But it’s not always this straight forward. The recommend approach therefore is thinking about which integrations are going to add value for your customers and your business, rather than going off what you have on the existing site or copying current trends.


Once we have this list we can start to evaluate how these can be executed on different platforms, and what level of integration is needed.


As mentioned, on the one hand you don’t want to be in a position where you are having to completely customise and bolt on hundreds of apps to achieve your desired offering

On the flip-side you also don’t want to buy into an expensive enterprise level solution when you actually only need 2% of what they offer and are therefore hugely over engineering the situation.


We’d be here all day if I was to attempt to list all of the different types of integrations that could be incorporated into your site, but these are some of the potentially more complex but really useful ones that definitely need consideration, and will really help with the seamless running on your business:


  • Stock Management
  • Accounting
  • ERP Systems – he
  • Taxes and Duties
  • Multi Currency Check Out – internationalisation
  • Multi Language
  • Fulfillment / Shipping


Internationalisation especially, is often one of the biggest factors that will shape platform choice. Giving your customers a local shopping experience, and allowing your business operations to work efficiently on a global scale is essential.


Up until now we would only have suggested the more enterprise level platforms – like Magento or Shopware, for this type of requirement.


This said a lot of the SaaS platforms are now getting up to speed with this.


For example, implementing Shopify to target several countries around the world was always the biggest deal breaker as the only option available previously, was to clone the store in order to enable check out in another currency. However now, multi currency checkout is available through their premium offering -Shopify Plus. In 2019 the road map for Bigcommerce also has Internationalisation at the top of its agenda.


As the capabilities of every platform is constantly evolving, it is really important to think about what your technical requirements are and what integrations are needed so that we can help pair you with the a platform that’s the best fit, now and in the future.


5)        Costs and Timings


And last but by no means least – money! Ultimately one of the determining factors in this process is going to be the available budget and deadlines.


The time (and therefore cost) it takes to build an eCommerce website will vary hugely based on the size, complexity and platform you are using.


Whether you choose to disclose your budget with your agency at this stage is up to you – from our point of view this is helpful as we can tailor an appropriate solution.


Either way, though, it is just crucial to have these figures worked out in good time.


So, there are two key factors that must be considered and budgeted for:


  • The initial cost of the build of the website
  • Ongoing costs to keep the site running.


This initial cost can include:


  • Discovery costs – could be UX, brand work, concepting, SEO
  • Design and build costs
  • Data import
  • Content creation – copy writing and photo shoots
  • Third-party integration costs,
  • SEO Set Up


Once the implementation is completed, you have to account for the ongoing cost. Items included in this are:


  • Maintenance and support retainers,
  • Ongoing host fees,
  • Platform licence costs
  • Payment gateway related fees,
  • Third-party apps / plugin subscriptions
  • Ongoing SEO and marketing


Depending on the type of platform you choose, some of these costs might not apply which might be a deciding factor for picking one platform over another.


So, there we have it. Once you have a good idea about all of the above points, let’s organise a time to sit down and discuss which eCommerce platform will help propel your business forward.



Front End Development and Back End Development. What is the Difference?

You’ve probably encountered both of these phrases online, often used interchangeably, but what is the difference between the two? And how do they relate to each other?

Well let’s find out by taking a closer look at exactly what’s involved, starting with front end development.

What is a Front End Developer?

A front end developer, often referred to as a web developer, is someone that implements the visual elements that users see and interact with on a website.

This is distinct from a web designer, who is responsible for the visual concept of a website, such as page layouts, grids, templates, typography and general ‘look and feel’.

So What Does Front End Development Involve?

Essentially a front end developer takes a mock-up of a website from a designer and develops this concept into a website using development languages such as HTML and CSS.

The result is what’s known as a static website – a website that doesn’t change, transform or rely on dynamic /interactive features, such as allowing a user to fill in a form and submit information.

How Does a Front End Developer Make a Website Dynamic?

In order to implement dynamic features, a front end developer will use a JavaScript framework such as Angular or a Content Management System (CMS) such as WordPress, to link the static website with a database.

In a nutshell, this allows information to be collected from the front end of the website and stored in the database. Or, conversely, it allows information to be retrieved from the database and displayed on the front end of the website.

A perfect example of this is process in action is Facebook. After registering for a Facebook account using the front end of the website your personal details will be stored in the Facebook database.

Then, when you log into Facebook your account details are retrieved from the database and a personalised version of Facebook is presented to you.

So What is a Back End Developer?

Back end development refers to the development of applications such as Content Management Systems which run on the server and are used to convey information between the database and the browser / front end.

Back end developers are often referred to as programmers or coders, since their work is very much focussed on building applications using server based coding languages such as PHP, Ruby, Python and .Net.

What does backend development involve?

Backend development takes place on the server, often referred to as the ‘server side. Essentially this means anything that happens ‘behind the scenes’ away from the front end of the website.

Essentially if a website requires any additional dynamic functionality, it’s the job of the backend developer to develop it, test it and ensure that it functions with speed and responsiveness in mind.

This could range from a comprehensive internal search system for the website, to simply ensuring that the drop down menu that the front end developer places on the website is populated with information pulled from the database.

So What is a Full Stack Developer?

A full stack developer is a developer that is familiar with both front end and back end development languages. These developers have an understanding of the individual layers that go into software development and can specialise in any area of that development process.

A Final Thought

The role of ‘developer’ is evolving almost as rapidly as the software and technology that developers use. It just isn’t as clear cut as front end or back end anymore, not when so many other disciplines are involved in the development process.

The days of a lone ‘web designer’ building an entire company website in a few hours before heading off to the slopes for a cheeky snowboarding session are over.

These days development requires the input of UI designers for the visuals, UX designers to ensure the right goals are achieved and QA testers to make sure that everyone has done their jobs correctly.

Who knows, the way things are going with recent advancements in machine learning and artificial intelligence, will we even need web developers 10 years from now?


Do you want to learn how Diffusion Digital can help transform your website from something ordinary into something extraordinary. Read more about our WordPress development and Shopify services.

Key Considerations to Making your Website more Engaging

Getting your website right can be difficult – from one angle you want your site to display as much information as possible in an attempt to emphasise your expertise in a particular field. On the other, you don’t want your website to appear clunky and boring as it needs to stand above all others to catch the eye of the consumer.

This can lead to a middle-ground, that for some, is difficult to achieve – A grey area, found on a thin line between over-the-top design and tedious content. You don’t want your online business to fall into either of those traps, so how do you get it right.

High quality content is absolutely essential for the success of your website, but this content must be incorporated into a memorable experience by utilising certain design features – features that will fully engage users and position your brand above other contenders. But what exactly are these?

Website design

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For some websites, having a simple and concise navigation bar can seem like a near impossible task to achieve, especially considering the vast amounts of content that some organisations have. Having too many navigation options is a big NO when it comes to web design – it can leave users overwhelmed, confused, and irritated – something that definitely won’t help with your conversion rate. A logical and intuitive navigation scheme is the way to go – effectively you should know the next step that users want to be taking before they do, gently guiding and nudging them in various directions that ultimately result in coherent finishes.

Easy Contact

More often than not, when users have a question, they want to get straight to the point and get in touch – meaning they often bypass any FAQ sections and go straight for the contact page. Of course, the way in which a user wants to get in touch varies from person to person – some like over the phone, some like emails, some even prefer the simplicity of the contact form. So, as a business, you should make sure that all of these options are available to your customers – phone, email, contact form, and social media. It makes users feel like their needs have been tended too, and can often significantly reduce levels of stress associated with time critical requests.

I know this seems like a really obvious one, but often having well-placed and noticeable Call-To-Actions will always give users somewhere to go.
Will Wigram, Managing Director

Obvious Call-To-Actions

I know this seems like a really obvious one, but often having well-placed and noticeable Call-To-Actions will always give users somewhere to go. This, if thought-out properly, will enable users to see most of the website by utilising a natural flow – effectively giving you the opportunity to guide them to the areas of the website you most want them to see.

Social Media Shareability

Social media can easily be considered one of the primary forms of marketing and communication when it comes to your businesses’ online presence. Making sure that areas of your site can be shared appropriately on all social media sites allows for real engagement from your users – and is the best way of attracting traffic. Having live feeds for your Twitter or Instagram pages allows users to see that you are active and therefore likely to be accessible and responsive – a key feature in this day and age.

Stick with the High Quality Content

Besides all of the points above, once users get deeper into the site, design and navigation don’t really stand for much if you haven’t managed to retain fresh, original and high-quality content. Besides, just as important, all the major search engines have algorithms in place that are designed to reward websites with higher search page rankings if those websites keep on top of their content. That means relevant, consistent, and constant content.


Diffusion digital creates bespoke websites on several platforms. To read more about how we can help enhance your WordPress site click here.