The Ultimate Guide to E-Commerce: From Definition to Practical Tips

What?
E-commerce, or electronic commerce, is the process of buying and selling products or services via the internet. It encompasses not only online stores but also an entire ecosystem of tools, platforms, and activities that enable modern business in the digital world—from logistics and payments to marketing. Therefore, below we present a comprehensive guide for all companies interested in entering the world of e-commerce.

Why?
The rise of e-commerce has revolutionized the way consumers buy and businesses sell. It allows businesses to operate 24/7, reach global customers, and automate many sales processes. Understanding how the digital world works is crucial for companies seeking to thrive in this dynamic online environment.

Who is it for?
For entrepreneurs starting online businesses, online store owners, marketers, sales specialists, and anyone who wants to better understand e-commerce and how to operate effectively in the digital world. It's also for companies that are already in the digital world but want to better understand it and navigate their e-business more effectively.

E-commerce currently plays a significant role in the global economy. E-commerce enables the sale of products and services online, enabling global reach and significantly reducing business costs. In this guide, we'll take a closer look at this phenomenon, discussing its definition, various business models, forms of operation, online store management, sales platforms, e-commerce marketing, the e-commerce situation in Poland, and much more useful information for anyone planning to enter e-business and, for example, launching an online store .

What is e-commerce?

Electronic commerce , also known as e-commerce, is the digital world , and another way of saying e-business, is the process of buying, selling, exchanging, and delivering products, services, and information via the Internet. We call e-commerce the digital world.

E-commerce encompasses a wide range of activities, such as retail, wholesale, auctions, financial services, and many others. The introduction of e-commerce into everyday life has contributed to a significant increase in online transactions, transforming the way people shop, conduct business, and communicate. Furthermore, e-commerce has made it easier for consumers and businesses to access products and services, with the ability to easily compare prices and purchase terms.

What are the business models in e-commerce?

There are several basic business models in e-commerce, such as:

• B2C e-commerce (Business to Consumer) – selling products and services directly to individual customers (also known as consumers). Examples include online stores offering clothing, electronics, and groceries.

• B2B e-commerce (Business to Business) – business-to-business trade, where one company sells products or services to another. Examples include wholesalers, e-commerce platforms, and companies offering logistics or financial services ( learn more about B2B ).

• C2C e-commerce (Consumer to Consumer) – transactions between individual customers that take place via platforms such as Allegro, eBay or OLX.

• G2B (Government to Business) and B2G (Business to Government) – trade between governments and businesses, and vice versa. Examples include public procurement, auctions, and services provided by companies to public administrations.

Different business models influence e-commerce strategy, the way you do business, and your relationships with customers and business partners.

What is the role of e-commerce in today's world?

E-commerce has a huge impact on the global economy, facilitating and growing international trade, creating jobs, and fostering technological innovation. E-commerce enables businesses to achieve global reach, reduce operating costs, and tailor their offerings to customer needs and expectations. Currently, e-commerce continues to grow rapidly, thanks to the introduction of new technologies such as artificial intelligence (AI), virtual reality, and augmented reality, which are already transforming the way e-commerce is conducted. What is the role of e-commerce in other areas?

A revolution in shopping. E-commerce has significantly changed the way consumers shop. Online stores give customers access to a wide range of products without having to leave home. This convenient solution saves time and often allows them to find better deals than in traditional brick-and-mortar stores.

Globalization and market access. E-commerce allows companies to sell worldwide, eliminating geographical barriers. This allows even small businesses to reach customers across continents. Global sales platforms like Amazon, eBay, and Alibaba allow companies to scale their operations and compete in international markets.

Personalization and new technologies. Thanks to advanced artificial intelligence algorithms and data analysis, online stores can tailor their offerings to individual customer preferences. Personalized product recommendations, dynamic pricing, and targeted advertising campaigns make online shopping more effective and intuitive.

Modern payment methods. E-commerce enables fast and secure online transactions. Customers can use card payments, systems such as PayPal, Google Pay, Apple Pay, and even cryptocurrencies. Furthermore, the development of BNPL (Buy Now, Pay Later) systems allows consumers to defer payments, increasing their shopping experience.

Economic Impact: The growth of e-commerce contributes to economic growth by creating new jobs in logistics, IT, digital marketing, and customer service. More and more companies are investing in digital transformation, which drives technological innovation and improves supply chain efficiency.

The challenges and future of e-commerce. Despite its dynamic growth, e-commerce faces numerous challenges, such as growing customer expectations for fast delivery, data security, and sustainability. In the future, we can expect even greater process automation, the integration of artificial intelligence, and the development of omnichannel commerce.

What are the forms of e-commerce activity?

The e-commerce industry encompasses various forms of activity that influence companies' business strategies. In this article, we will discuss retail e-commerce, e-commerce businesses, online auctions, and the role of government in e-commerce.

What is B2C? (retail e-commerce, direct sales to customers)

• website optimization for SEO,
• effective logistics and supply management,
• taking care of the quality of customer service,
• taking care of the customer experience (UX – user experience, cx – customer experience),
• using effective marketing techniques, such as content marketing or social media advertising.

What is B2B? (e-commerce, business-to-business sales)

B2B, or Business to Business e-commerce, is business-to-business trade where one company sells products or services to another. Examples of e-commerce businesses include wholesalers, shopping platforms, and logistics services.

Important strategies for e-commerce business success include:

• optimization of business processes,
• developing relationships with business partners,
• access to commercial information, including commercial terms, discounts and customer documents,
• using analytical tools to monitor results,
• investing in technological innovations.

What is c2c? (consumer e-commerce, when customers sell to other customers)

C2C, or consumer e-commerce (Consumer-to-Consumer), refers to consumer-to-consumer sales and purchases, most often taking place on marketplace platforms, where individual customers sell products to other individual customers. Such C2C e-commerce takes place through marketplace platforms such as Allegro, eBay, OLX, and sprzedamy, and is also available on the social media platform Facebook (Facebook marketplace).

Strategies for success in C2C e-commerce include:

• creating attractive and credible offers,
• taking care of your reputation as a seller,
• communication with potential buyers,
• providing safe and convenient payment methods (although this depends on the given platform, which builds an appropriate environment for consumers to exchange goods).

What is the government's role in e-commerce (G2B and B2G)?

transaction actors also include governments, which influence e-commerce through legal regulations, business partnerships, and public procurement. Examples of G2B (Government-to-Business) and B2G (Business-to-Government) collaboration in e-commerce include:

• purchasing platforms for public institutions,
• auctions of state-owned property,
• services provided by companies to public administration, such as IT systems or consulting.

The government plays a significant role in e-commerce, both in government-to-business (G2B) and business-to-government (B2G) relationships. Its actions influence legal regulations, transaction security, digital infrastructure, and support for entrepreneurs.

In the G2B model, the government provides companies with digital tools and services that facilitate business operations. Examples include e-government, digital permits, e-taxes, and online public procurement systems. Digitizing administrative processes reduces bureaucracy and speeds up the processing of official matters.

In the B2G model, companies can offer their products and services to public administrations via procurement platforms. Public e-procurement enables a transparent and competitive tendering process in which companies can participate online, increasing their chances of winning government contracts.

The government also acts as a regulator, enforcing regulations on data protection, transaction security, and technological standards. Regulations such as the GDPR in Europe and digital sales tax regulations are important for e-commerce.

Support for e-commerce also includes investments in digital infrastructure, the development of broadband networks, and the promotion of innovative technologies such as artificial intelligence and blockchain. Government programs supporting startups and tax incentives for companies operating in the digital sector contribute to increased competitiveness and market expansion.

In summary, the government plays its role in shaping the e-commerce environment by supporting entrepreneurs, regulating the market and implementing digital solutions that accelerate the development of the internet economy.

how to manage an online store?

Proper online store management is essential for e-commerce success. In this section, we'll discuss how to set up your own online store, design an attractive website, manage sales, and ensure site and transaction security.

How to set up your own online store?

To technically set up an online store , you only need to follow a few simple steps that will allow you to launch a functional and attractive online store, but we would like to emphasize here that this is only the technical launch of the tool (store), which is not the same as starting a real e-commerce business ( we write about this later in the section on how to start an e-commerce business step by step ):

1. Choose the right e-commerce platform that meets your needs and expectations.
2. Register a unique domain name that will be easily recognized by customers.
3. Choose hosting that will ensure the speed and stability of your website (unless you have chosen a so-called "SAAS" (software as a service) platform – then you do not need hosting for your online store).
4. Design an attractive and functional online store website, taking into account the essential elements mentioned below.
5. Determine the range of products or services that will be available in the store.
6. Implement a payment system and delivery logistics.
7. Prepare a marketing strategy that will allow you to reach potential customers.

What are the most important elements of an online store?

An important aspect of managing an online store is properly designing the website and preparing the store for launch . Below are some key elements to consider:

• Intuitive navigation menu that will make it easier for customers to navigate the site.
• an appropriate offer, broad, complementary, here it will be difficult to build success with 100 or 200 products, the rule is that the more products, the greater the visibility and the greater the chance of receiving orders.
• Attractive and professional product photos that will attract customers' attention.
• Product descriptions that provide all the necessary information.
• A ratings and reviews system that allows customers to share their opinions.
• Visible delivery, payment and returns information.
• Integration with social media that will allow you to promote your store.
• Responsiveness of the website, i.e. its adaptation to various devices (smartphones, tablets, computers).
• chat, form, visible phone number and email address – here we need to be credible and provide users with the opportunity to contact us.
• and a few other elements, but if you want to learn more – write to us – we will be happy to advise you.

How to manage e-commerce sales from order to delivery

Effective sales management in the digital world requires a well-planned process that encompasses every stage – from the moment an order is placed in an online store , to product delivery, and – fortunately/unfortunately – to the customer's return. This includes ensuring efficient logistics, implementing process automation, and ensuring a high level of customer service while maintaining optimal costs (e-commerce, i.e., the digital world, is supposed to be a profitable business like any other).

Process automation

One of the most important aspects is the automation of operations such as:

• Introducing new products to the store
• Order processing
• Stock update
• Price update
• Integration with the ERP system
• Issuing invoices
• Generating shipping labels
• Accepting – if applicable – returns

Integrating the e-commerce system with ERP tools and fulfillment systems allows for faster order fulfillment and error reduction.

Efficient logistics and delivery

It is crucial to work with trusted courier companies and offer flexible delivery options, such as:

• Wider range of shipping options (couriers)
• Parcel lockers and parcel machines
• Express delivery (quick commerce)
• A wider list of collection points
• Personal pickup

Monitoring order fulfillment times and optimizing warehouse processes helps minimize delays and improve customer satisfaction.

Customer communication

Automatic email and SMS notifications about order status, shipment tracking , and efficient returns and complaints handling create a positive shopping experience (marketing automation).

Analysis and optimization

Implementing data analysis allows you to assess the effectiveness of your sales processes. It's worth monitoring:

• Order fulfillment rate
• Average delivery time
• Customer satisfaction level

Regular optimization of these areas translates into higher operational efficiency and improved conversions. Effective e-commerce sales management requires a synergy of technology, logistics, and customer service . Companies that focus on automation, delivery optimization, and transparent communication gain a competitive advantage and build customer loyalty.

How to ensure the security of the website and transactions in the online store?

Ensuring website security and commerce security is essential to building customer trust. Here are some best security practices:

• Using an SSL certificate that encrypts data transferred between the website and the client.
• Regularly update your store and server software to avoid security holes.
• Implementation of a payment authorization system that will protect transactions against fraud.
• Compliance with personal data protection regulations such as GDPR.

What are online store platforms?

Choosing the right online sales platform isn't crucial to an online store's success. Perhaps this was the case in the past, when there weren't as many options, or a smaller number of online stores, which meant less competition. Today, we can choose from dozens of different technologies—different online store platforms.

Why isn't the choice of store itself so crucial? We cover this topic in more detail in other chapters of this guide, but here's the main reason: simply launching a store, regardless of the brand or technology, isn't even 10-20% of success. Next, you need to build an offering (acquire new products or introduce your own), create relevant content, and most importantly, attract traffic to the store (which is a consequence of either running paid ads or building the store's online visibility through organic traffic). Financial resources and time are simply needed... but more on that in other chapters.

In the meantime, let's take a look at the most popular e-commerce platforms in Poland and beyond, and in the following chapters we will learn how to choose the best platform for running an online store, how to choose hosting for the store, and how to build traffic in such a new store.

Types and kinds of e-commerce platforms

E-commerce platforms can be classified in various ways, and some may fall into more than one category. However, the most common division is:

1. Subscription store platforms (SaaS)

SaaS (Software as a Service) are e-commerce solutions with pre-built templates, hosted on the provider's server and paid for with a monthly subscription. They are popular and affordable, ideal for less demanding users. Examples include IDOSELL, Shopify, and Shoper.

2. Open Source Store Platforms

These e-commerce platforms offer significant flexibility in modifying store functions and access to the source code. There are no setup fees, and their cost depends on the type and sophistication of the software. They are popular with users, but require the hiring of webmasters or developers to modify and develop the online store. Examples include WooCommerce, Magento, Prestashop, and OpenCart.

3. Dedicated store platforms

E-commerce software is custom-built by programmers (9 software companies), tailored to the individual needs of the store. The source code is usually maintained by a single company. Dedicated to large, specific e-commerce sites, it allows for the handling of unusual types of sales or services. Unfortunately, a significant drawback is being tied to a single partner. To change platforms, we must essentially launch a separate store and then migrate it appropriately to avoid losing (a significant portion of) the store's traffic and visibility.

4. Licensed Store Platforms

These are the most technologically advanced e-commerce solutions, offering a full range of functionalities, including the most complex ones. Designed for large e-commerce businesses with revenues in the hundreds of millions of zlotys, the licensing costs alone can reach up to several hundred thousand zlotys, increasing with the store's growth. Examples include SAP Hybris, Oracle Commerce, and SalesForce.

Here is a list of the most popular shopping platforms (selected) – click below and learn more about your chosen platform:

atomstore

comarch e-shop

ebexo

idosell (iai shop)

Joomla

kqs.store

Magento1 

Magento2

OpenCart

OsCommerce

Prestashop

redcart

Selesto

selly

shopper 

shopgold

Shopify

shoplo

shopware

sky-shop

sote

Sylius

takedrop

woocommerce (Word Press) 

As an e-commerce advisor with many years of experience, we recommend stores on the IdoSell (IAI SHOP) . Why?

more information about this platform can be found on our subpage dedicated to this technology – click here – but in short, even though IDOSELL is a SAAS platform, i.e. a cloud-based, subscription-based platform, we have quite easy access to the source code and many HTML sections, especially because for several years now IDOSELL templates (masks) have been built from so-called components that can be managed, changed, modified, and most importantly, exchanged between masks ( IDOSELL COMPOSER ).

That's why this platform is the most interesting e-commerce solution in recent years, because it works well if you're launching a small new store with a small number of products, but you can scale your business, i.e. increase your offer, increase the number of orders and develop the IDOSELL store as traffic increases, and the store based on the IDOSELL platform grows along with your e-business.

We know of small stores based on IDOSELL technology, but we also know of stores with hundreds of thousands of products and store traffic counting in millions of users per month.

see our mini platform ranking , where we briefly compare several shopping platforms: IdoSell, Shopify, Shoper and WooCommerce.

What are the most popular marketplace platforms?

marketplace platforms available on the market that allow you to sell products and services. Among the most popular are Allegro, Empik, Morele , and Amazon (see the full list below) . When comparing these platforms, it's worth considering key features that will impact your store's success:

• Market reach: Amazon is a global platform that allows you to reach customers all over the world, while Allegro is the most popular sales platform in Poland (although it is already present in the Czech Republic and Slovakia);
• Fees and Commissions: Different platforms have different fee structures that can impact your store's profitability;
• Integration with payment systems: it is important that the platform works with popular payment systems such as PayPal, PayU or przelewy24;
• Support for sellers: some platforms offer support in marketing, logistics (fullfilment, i.e. logistics services for companies) or customer service;
• Here is a list of our selected marketplace platforms that operate in Poland and Europe and which can be considered as an independent sales channel from your own online store:

How to choose the technology (platform) for an online store?

Choosing the right platform for running an online store depends on the individual needs and expectations of the seller. Here are some best practices to consider when choosing a platform:

• Define business goals and expectations: Determine what features are essential for your store and what your sales goals are.
• Compare available platforms: Analyze the offers of different e-commerce platforms, taking into account their features, fees, support, and market reach.
• Test the platform: Before making a decision, it's a good idea to test your chosen platforms to see if they're intuitive and easy to use.
• Consider scalability: choose a platform that will allow your store to grow in the future, for example by adding new features or integrating with other systems.

What is website/online store hosting? What's worth knowing?

store hosting is a service that allows you to place your store's website online. Choosing the right hosting is crucial to ensuring the site's speed and stability. Hosting also allows you to run your own email account on a domain of your choice from a provider. Here are some best practices when choosing hosting for your online store:

• Choose dedicated e-commerce hosting: Some hosting companies offer special plans for online stores that include more resources and additional features.
• Compare offers from different providers: pay attention to parameters such as disk space, transfer, availability and price.
• Consider server location: Choose hosting with servers in the country where you operate or the country you target to ensure faster page loading for customers.
• Check reviews from other users: It's worth checking what experiences other sellers have had with a given hosting provider.

What is internet marketing?

E-commerce marketing is a key element of running a successful online store. In this section, we'll cover the basics of e-commerce marketing, SEO optimization, technologies and trends, and customer service and building loyalty.

Online marketing is a set of promotional activities implemented in the digital world , aimed at reaching potential customers and increasing sales. It encompasses various strategies and channels, such as:

The most important elements of internet marketing

• SEO (Search Engine Optimization) – optimizing a website for search engines to achieve high positions in Google.
• Paid advertising campaigns (Google Ads, Facebook Ads) – quickly increase traffic and conversions through targeted advertising.
• Content marketing – creating valuable content (e.g. blog, guides, infographics) that builds trust and engages audiences.
• Email marketing – mailing campaigns that allow you to maintain customer relationships and increase loyalty.
• Social media marketing – promoting your brand on social media (Facebook, Instagram, LinkedIn, TikTok) and building a community around it.
• Marketing automation – the use of tools to automate sales processes and communication with customers.

Why is it worth investing in internet marketing?

Effective online marketing relies on data analysis , testing various strategies, and constant optimization of activities to achieve the best possible results. This allows for precise target audience targeting, increases brand recognition, and enables effective business scaling.

How to optimize SEO for an online store?

Go for technical SEO

Technical SEO is the foundation of effective online store positioning. It encompasses activities that allow Google's crawlers to better understand your website's structure. Optimizing page load speed , which not only impacts search engine visibility but also the user experience.

It's also worth ensuring your website is responsive , meaning it displays correctly on mobile devices, which now account for the majority of traffic in the digital world. Technical SEO also involves the correct structure of your URL , sitemap (XML), and robots.txt files—elements essential for effective website indexing.

Security cannot be overlooked – implementing an SSL certificate (https) is now standard and a prerequisite for user trust. It's also worth analyzing the website's code and eliminating 404 errors, redirect loops, and duplicate content. Optimizing Core Web Vitals , metrics that measure website performance from a user perspective, is crucial.

Technical SEO works "in the background," but its effects are tangible – better indexing, higher search engine rankings, and improved user experience. Without the proper technical support, even the best content can go unnoticed.

Optimize your content and product descriptions

One of the key elements of effective SEO for an online store is well-written product descriptions . These should not only be unique but also rich in keywords that address real user queries. Descriptions should clearly outline the features and benefits of the purchase, addressing customer needs.

Avoid copying content from content producers – duplicates lower your page's ranking in search results. Well-crafted descriptions improve not only visibility but also conversion rates. It's worth using headings (H2, H3), bullet points, and short paragraphs , which increase content readability and usability.

Don't forget about meta descriptions and alt tags for images, which also impact SEO. Content should be written with both search engines and users in mind – attractive and engaging. Regularly updating descriptions helps keep your offer current and increases the chances of better SEO. Optimized descriptions are an investment that pays off in the long run.

Use internal linking

Internal linking is a technique that involves creating links between subpages within your online store. While it may sound trivial, it has enormous implications for both the user and the Google search engine . A well-planned link structure helps search engine robots better understand how your site is organized.

For customers, internal links make it easier to navigate your store—they can quickly navigate, for example, from a product description to a related category, to a promotions page, or to a blog article. For SEO, they're a way to strengthen important subpages and position them for specific keywords.

Best practice is to place links in context—for example, in product descriptions, blog content, or on the homepage. The point is not to force links, but to actually help the user reach related content. Each internal link should be clearly labeled—not "click here," but, for example, "see more products in this category.".

Regular use of internal linking improves user time on your site , lowers bounce rates, and increases conversion rates. Importantly, the better your store's content is linked, the easier it is for search engines to determine which pages are most important to you. This is a simple yet highly effective way to improve your online store's visibility.

Optimize for mobile devices

In today's world, most users browse the internet using smartphones. Therefore, adapting your online store to mobile devices is not a luxury, but an absolute necessity. Google also rewards mobile-friendly websites, treating them as a ranking factor in search results.

An online store must load quickly, display all elements correctly on a small screen, and be easy to use – from browsing products to completing a purchase. If a user can't easily add a product to their cart on their phone, they're likely to leave the site and never return.

It's important to ensure legible buttons, simple navigation, and appropriate font sizes . Responsiveness, meaning the page layout automatically adapts to different screen resolutions, is also crucial. Lack of mobile optimization also increases the risk of a high bounce rate, which can negatively impact SEO.

You don't need to know any coding – many popular e-commerce platforms (like Shoper, PrestaShop, and WooCommerce) offer responsive templates. However, it's worth having them evaluated or tested by specialists to ensure your store runs smoothly on every device. A well-optimized mobile store translates into greater customer confidence, better sales, and higher Google rankings .

Take care of structured data (schema.org)

Structured data, also known as schema.org markup , is a special way of marking up content on a website that helps search engines better understand what's on it. It allows Google to display additional information in search results, called rich snippets —for example, product ratings, availability, or price.

For online stores, this is a real opportunity for greater visibility and distinction in search results . Users are more likely to click on results that are more visually and informatively rich. By adding structured data, you can highlight key information about products, articles, reviews, or events.

Schema.org doesn't change the way your site looks to users, but it makes a huge difference to Google's crawlers. It's like a "language" of additional information that helps search engines better understand what's on your page—which translates into better SEO.

It's worth implementing things like Product Schema (for products), Breadcrumbs (for navigation), Review (for opinions), and FAQ (for question and answer sections). These types of labels can be implemented manually in code or using dedicated plugins if your store runs on platforms like WooCommerce or PrestaShop.

While it may sound technical, implementing structured data is one of the most worthwhile SEO investments . It not only helps you get more clicks but also increases your brand's credibility and trust in your customers.

Build valuable content

Creating valuable content is one of the pillars of effective SEO. Content marketing isn't just about writing a blog—it's a strategy that supports SEO and helps attract qualified customers to your online store. The more useful information you offer your audience, the greater the chance they'll visit your website and make a purchase.

Valuable content addresses customer questions—how-to guides, product rankings, shopping inspiration, and educational articles. Google values ​​sites that offer complete and comprehensive answers—it designates them as topical authority , which translates into higher rankings in search results.

Content should be unique, well-thought-out, and well-optimized for keywords. It's also worth considering internal linking, formatting (headings, bullet points), and multimedia—photos, infographics, and videos. This will make the texts more engaging and understandable.

By creating valuable content, you also build brand trust . Customers are more likely to buy from places that offer more than just a product—that is, knowledge, assistance, and inspiration. It's also a way to stand out from the competition and build long-term relationships with your audience.

Remember: in the digital world, quality content is an investment that brings concrete results – better SEO, more traffic, and ultimately – more sales.

Improve navigation and UX

Well-designed navigation and a positive user experience (UX) are the foundation of a successful online store. If a customer doesn't know where to click to find the product they're looking for, they'll simply leave the site. Therefore, a clear menu, logical category layout, and intuitive page structure are crucial to retaining users and convincing them to make a purchase.

UX, or User Experience, encompasses everything that influences a customer's experience using your website—from loading speed to ease of checkout. Navigation should be simple, consistent, and tailored to user needs. Ensure that key information (e.g., shopping cart, contact information, categories) is always easily accessible.

The faster a user finds what they're looking for, the greater the chance they'll make a purchase. This is also crucial from an SEO perspective – search engines analyze user behavior and reward pages that are functional and user-friendly. A high bounce rate may indicate that your navigation needs improvement.

It's worth regularly testing your online store on various devices and asking real users about their experiences. Even small changes—such as adding filters, shortening the shopping path, or better labeling buttons—can significantly improve conversions. A well-designed UX translates not only to higher sales but also to a better brand image.

Remember, users need to feel confident and comfortable navigating your store. The simpler and more logical their path, the better for your business results.

Use analytical tools

To effectively optimize SEO for your online store, it's essential to use analytical tools . They show you what's working and what needs improvement. They allow you to make decisions based on data, not gut feelings. The most popular tools include Google Analytics and Google Search Console .

Google Analytics allows you to track website traffic—where users are coming from, how long they stay on the site, and which pages they visit most often. Google Search Console, on the other hand, is a strictly SEO tool—it shows what keywords your site is visible for, which pages are indexed, and where technical errors occur.

Data analysis allows you to identify, for example, which products generate the most traffic and which remain unseen. You can also see what content attracts search engine users and create more of it. Regular use of analytics is key to continuously improving visibility and conversions .

It's also worth considering more advanced tools like SEMrush, Ahrefs, or Hotjar, which provide detailed information about competitor activity, user behavior on your site, and technical aspects of SEO. These tools often offer visualizations, clickmaps, and user path analysis.

Without monitoring results, it's difficult to have an effective SEO strategy. Therefore, investing in analytics is not only a sensible step, but a necessity for any online store seeking to thrive in the digital world.

Take care of your external link profile

External links, or backlinks to your website from other sites , are one of the most important factors influencing your Google ranking. The more valuable and reliable websites link to your online store, the more trust you gain in the search engine's eyes. This works like a digital recommendation – if others are citing you, it means you're worth considering.

However, it's not just the quantity of links that matters, but also their quality. Links from questionable sources, spam directories, or low-value sites can do more harm than good. That's why it's crucial to regularly analyze your link profile and remove any that may reduce your domain's credibility.

It's worth investing in link building – actively acquiring links through things like guest posting, collaboration with bloggers, participation in industry directories, or sponsored articles. High-quality content also "naturally" attracts links if it provides real value to users.

Good tools for link analysis include Ahrefs, SEMrush, and Google Search Console. These tools allow you to see where links are coming from, which pages are most frequently cited, and what actions are worth taking. A healthy, well-built external link profile can significantly improve your store's ranking in search results.

Remember – SEO isn't just about what you do on your website, but also how you're perceived across the internet. Links are a key element of that reputation.

Update and test

Effective SEO isn't a one-time effort, but a process that requires constant monitoring and improvement . Google algorithms change regularly, and competition in the digital world is growing – that's why it's crucial to regularly update content, correct errors, and test new solutions.

Start with the basics: review product descriptions, blogs, and information pages to ensure they're up-to-date, answer customer questions, and contain relevant keywords. For older content, it's worth refreshing it, adding new information, or supplementing it with structured data and internal links.

The next step is A/B testing , which allows you to compare different versions of a page, headers, graphics, or buttons to see which works better for users. This can help improve conversion rates, reduce cart abandonment, and increase engagement.

It's also worth regularly analyzing data in Google Analytics, Google Search Console, and other tools—for example, checking which pages generate the most traffic and which require improvement. Responding to data in real time gives you a competitive advantage.

Remember – optimizing your online store is a continuous process. Only a systematic approach, openness to change, and a willingness to test new solutions will allow you to maintain a high Google ranking and continually increase sales.

What are the latest trends in e-commerce?

In e-commerce marketing, it's crucial to stay abreast of technologies and trends that can impact your marketing strategy. Here are some key trends to incorporate into your e-commerce strategy:

• Mobile marketing : website optimization for mobile devices and the use of mobile applications to promote the store.
• Content marketing : creating valuable content that attracts customers and builds trust in your brand.
• Social media : even greater use of social media to promote the store, communicate with customers and build a community around the brand, but also as a source of traffic for websites and online stores.
• Marketing automation: the use of tools to automate marketing processes, such as email marketing or remarketing, or even much more broadly, as the so-called CDP – Customer Data Platform, as an effective tool to support sales and promotions.
• Artificial intelligence (AI) and machine learning – many AI applications including:
  • customer service and sales (chatbots / salesbots) – sales support via AI;
  • AI content creation;
  • creation of graphics and photos by AI;
  • AI voice search on a website or online store;
  • AI-powered personalization/hyperpersonalization;
  • OPENAI's ChatGPT AI technology has led to the emergence of numerous opportunities and tools using this technology and algorithms, which should be considered for supporting or expanding e-commerce operations. Google's apparent acceleration with its AI solution, BARD (now renamed GEMINI ), will make artificial intelligence, or more accurately, machine learning, an even more popular development path for e-commerce.

• Quick commerce – so-called fast deliveries, same day;
• Deferred and installment payments – this is currently the fastest growing payment method (apart from BLIK) in Poland, already widely used in e-commerce solutions (both for companies and end customers)
• Security – nowadays, security in e-commerce has become a very basic issue for everyone – whether it is a large corporation or a small store based, for example, on WORDPRESS technology: each of us can now be attacked by hackers and we can lose not only data, but also money.
• Cross-border – cross-border/foreign trade has become a key development path for most companies in most industries. This is especially true given the numerous platforms currently supporting this development, and a growing number of tools are emerging to support international expansion (even small, border-based ones), including automatic translations of websites, stores, and content.
• E-commerce personalization , or rather, we can now say hyper-personalization ; currently, the recipient – ​​the user – expects personalized offers and service in a store or on a website.
• Subscription sales – a monthly flat-fee model is becoming an interesting alternative or business support option for many companies. This model increases business stability and, of course, is the foundation of customer loyalty.
• Direct-to-Consumer (D2C) sales – unfortunately, this phenomenon will reach virtually every industry, following the example of other industries. Of course, in this case, it's easiest to implement such a model for simpler, ready-made solutions/products. However, where a manufacturer can or will build its own network of partners, it may also be more willing to bypass the traditional (multi-tier) distribution channel.
• Omnichannel – the blurring of the lines between brick-and-mortar (traditional) and online retail will continue, everywhere. Hence, we all know that more and more partners are starting to expect new online B2B solutions from their suppliers.

Customer service in e-commerce: how to build loyalty?

Effective e-commerce customer service customers long-term. Here are some best practices to follow:

• Make it easy to contact customer service: provide various communication channels, such as email, phone, or live chat.
• Respond quickly to inquiries: Ensure customer issues are resolved efficiently and quickly.
• Personalize communications: Treat customers individually, tailoring communications to their needs and preferences.
• Introduce loyalty programs: reward regular customers by offering them discounts, promotions or gifts.
• Collect and analyze customer feedback: Listen to your customers and make changes based on their suggestions.

What does e-commerce look like in Poland?

E-commerce in Poland is developing dynamically, leading to an increase in the number of online stores and sales across various sectors. In this section, we will examine the state of e-commerce in Poland, its development prospects, the largest sales increases, and the security of Polish e-commerce.

Status and prospects for the development of e-commerce in Poland

Currently, the number of online stores in Poland numbers tens of thousands, and forecasts indicate further growth. The Polish e-commerce market is highly competitive, forcing businesses to continually improve their offerings and invest in new technologies. Future prospects for e-commerce development in Poland are promising, and experts predict a further increase in e-commerce's share of overall retail sales.

The biggest sales increases in Polish e-commerce

In recent years, we have observed the greatest sales growth in sectors such as electronics, clothing, cosmetics, and groceries. This sales growth in these sectors is driven by several factors, including the growing number of consumers using online shopping, the development of logistics infrastructure, and business investments in marketing and technology. Furthermore, the COVID-19 pandemic has accelerated the process of digitization and increased demand for e-commerce services.

E-commerce security in Poland

Given the industry and competitiveness of the Polish e-commerce market, ensuring e-commerce security is crucial. Here are some best practices to help ensure security:

• Use SSL certificates: encrypting data transferred between the website and the customer increases the security of transactions.
• Update your software regularly: Keep your content management systems (CMS) and plugins up to date to avoid security holes.
• Verify customer identities: Use identity verification systems such as two-factor authentication or email confirmation.
• Monitor website traffic: track user activity to detect possible attacks or fraud.
• Comply with data protection regulations: Comply with GDPR requirements to ensure customer data is protected.

By following the above principles, entrepreneurs running online stores can increase the security of e-commerce in Poland, which will contribute to further growth of consumer confidence in online shopping.

How to start an e-commerce business – Step by step?

If you are planning to set up an online store or start your e-commerce adventure, you should – in our opinion – take the following steps:

Step 1: Find the right e-commerce advisor

It's not that easy to launch online sales, even though many companies and portals emphasize that it's simple and inexpensive. All you have to do is visit the website of your chosen online store platform (e.g., the IDOSELL platform) , purchase a subscription, and start counting your sales and earnings. Unfortunately, that's not how it works, as it's currently too vast an area where many costly mistakes can be made. That's why we recommend every entrepreneur to take advantage of our help – the digital world – because we've known this for years and have seen the devastating consequences of companies investing, sometimes reaching over PLN 1 million or more, in e-commerce, but with poor results (none or low sales, low conversion rates and value, low traffic and visibility of the online store). Alternatively, you can, of course, hire an e-commerce specialist (or e-commerce manager), but every entrepreneur with a good budget knows what this entails: a lengthy and often costly recruitment process, the risk of specialist departure, and, of course, high employment costs.

2. Step 2: Determine your target audience

Before you launch your e-business, it is worth defining who your target customer is, who your offer is for, who you want to direct your communication to and, of course, knowing your customer will allow you to determine how to reach this customer and how to present your products or services.

3. Step 3: Choose the right e-commerce platform

There are dozens of platforms, or technologies, on which we can build an online store, so it's not an easy task for a beginner. To make the right choice, you need to consider many criteria, starting with:

• • budget at the start of this adventure – building a store,
  • budget for later development (many companies forget about this...),
  • offer, number of products, categories and subcategories,
  • expected functionalities,
  • do we want to own the store,
  • whether we prefer to work on a monthly subscription in the cloud,
  • whether we plan to develop sales on marketplace platforms (e.g. Allegro) in addition to the store,
  • what are the integration possibilities: with ERP systems, couriers, payments, etc. – there are many factors that we should take into account.
  • and many others – if you want to know more, write to us

But – as we've already written and will continue to repeat – the store itself is only part of the success, and a significantly smaller one at that. Many companies have invested 1 million złoty (!), and some even 2 million (!!), in a Magento 1 or Magento 2 store, and then found themselves short on development and traffic acquisition.

Here, we recommend working with a reputable e-commerce advisor with the appropriate experience and resources, such as our company. If you want to be sure of making sound decisions and investing in e-commerce, contact us.

4. Step 4: Create the right content for your online store (content; content marketing)

 If we want our online store to be visible on Google (organic traffic) and seen by potential customers, we need to create unique and useful content. Therefore, from the very beginning of our online store's existence, we should write and publish various types of texts, in various formats, on various topics related to our store and its offerings.

5.step 5: add your offer to the store 

 No store can sell without… products (also understood as services). This goes without saying, but it's important to have the right offering: broad and complementary, with popular products as well as those that aren't so popular (so-called long tail). The point here is that the more products, the more subpages for those products (because, after all, each product has its own subpage), and this simply means greater online visibility and… more sales opportunities.

6. Step 6: Ensure the security of your online store

This topic is related to choosing the right e-commerce platform: either one that guarantees and takes care of the security of purchases and data (e.g. SSL), or if you decide to choose, for example, PrestaShop or WooCommerce (i.e. de facto "own" hosting), you need to take care of the appropriate tools (Captcha, SSL, etc.).

7. Step 7: Ensure your customer's safety in your online store

From the perspective of the customer's purchase itself, making them feel safe, just like when shopping on marketplace platforms (e.g., Amazon, Allegro), is a different matter. It's not easy to launch a well-known and reliable online store right away; after all, everyone has to start this business sometime. Such security must be built in your store yourself, and there are ways to achieve this.

8. Step 8: Build trust in your online store through proper store design and content

At this point, we're talking about trust, i.e., in the context of the credibility of our online store. It's worthwhile and essential to build a message and communication with customers through, among other things, the right choice of store platform and appropriate content that convinces them that they can complete a transaction safely (e.g., returns) and conveniently (UX).

9. Step 9: Take care of the user experience UX (User Experience) and CX (Customer Experience)

There's a lot of talk about UX, or User Experience, but less about CX – Customer Experience (more – check here: https://swiatcyfrowy.pl/baza-wiedzy/faq-e-commerce-czesto-zapisane-pytania-i-odpowiedzi). And rightly so, especially since Google introduced numerous and significant changes to its algorithms (e.g., Core Web Vitals), these aspects have become more important. Therefore, it's worth either carefully planning, designing, and implementing this stage, or simply choosing the right e-commerce advisor, who will recommend, among other things, a suitable e-commerce platform that takes UX (CX) into account.

10. Step 10: Be active in your online store

Customers who visit your store see everything: the offer, the content, the photos, the banners, the boxes, the design, etc. They also see—or don't—whether anything's happening in the store, so it's worth updating (creating and updating) the content on a regular basis. That's one side of the coin. The other side, and this must also be taken into account (and this is perhaps even more important!) is that Google's robots also see what's happening (or that not much is happening :)). Therefore, you need to write news, blog articles, and other content. This may seem simple, but it's worth consulting your e-commerce advisor on this matter, because here, too, you need to create appropriate content, with appropriate guidelines.

11. Step 11: Optimize your conversions

Launching a new online store is just the beginning – a key element of success is conversion rate optimization (CRO). This means tailoring your website to ensure that as many visitors as possible make purchases. It's worth focusing on intuitive navigation, fast load times, a simplified checkout process, and A/B testing to help determine the best solutions. Building trust through customer reviews, a returns policy, and price transparency is also essential. Regularly analyzing user behavior and implementing improvements is the foundation of effective sales.

12. Step 12: Launch paid advertising, e.g. Google Ads advertising network

To effectively attract your first customers to your online store, it's worth investing in paid advertising campaigns like Google Ads. Search ads, Display Network ads, and Google Shopping campaigns allow you to reach people actively searching for your products. Choosing the right keywords, creating compelling ad creatives, and monitoring results using Google Analytics is crucial. Initially, it's worth testing different ad formats and then optimizing your campaign to maximize your return on investment (ROI). Effective paid advertising is a quick way to increase traffic and achieve your first conversions. If you're interested, take a look here: https://swiatcyfrowy.pl/google-ads and contact us.

13. Step 13: Be active on social media

A social media presence is an integral part of any online store's marketing strategy. Regular activity on platforms like Facebook, Instagram, TikTok, and LinkedIn allows you to build relationships with customers, increase brand awareness, and generate website traffic. Creating valuable content, engaging audiences through interactions, and running advertising campaigns like Facebook Ads is crucial. It's also worth utilizing influencer marketing to reach new customer groups. Consistent and authentic social media communication helps build trust and increase sales.

Step 14: Analyze the effects of online marketing

Effective digital marketing requires continuous analysis and optimization. Monitoring the results of advertising campaigns, website traffic, and user behavior is crucial. Tools like Google Analytics, Google Search Console, Meta Business Suite, and heatmap tools help understand which activities are yielding the best results. It's worth tracking conversion rates, bounce rates, and ROI (return on investment) to optimize your marketing budget. Regular data analysis allows you to make informed decisions and improve the effectiveness of your sales strategy.

15. Step 15: Analyze statistics, reports, traffic, click-through rates of products and subpages

To effectively develop an online store, regular monitoring of user statistics and behavior is essential. It's worth analyzing website traffic, traffic sources, product popularity, and the performance of individual pages. Tools like Google Analytics, Hotjar, Clarity, and sales reports help identify which elements require optimization. Key metrics to track include CTR (click-through rate), bounce rate, and average time spent on the page. Regular data analysis allows you to better tailor your offerings and increase conversions.

16. Step 16: Start SEO optimization

For an online store to achieve high visibility in Google search results, SEO (Search Engine Optimization) is essential. This process involves selecting the right keywords, optimizing on-page content, improving loading speed, and building valuable links. It's worth focusing on technical SEO, which includes the correct URL structure, meta tags, and image optimization. Regularly creating valuable content, such as a blog, helps increase organic traffic. An effective SEO strategy allows for a steady flow of customers without the need to invest in paid advertising.

How to build a customer-safe online store?

What e-commerce tools are there that are worth or should be used?

E-commerce offers many tools that help manage your store, optimize processes, and increase sales. Effective marketing is achieved by leveraging marketing automation systems like iPresso or HubSpot, which support communication personalization and campaign automation. Google Analytics allows you to monitor website traffic, analyze user behavior, and make data-driven decisions. CRM systems like Salesforce or Bitrix24 are useful for customer relationship management, facilitating contact management and customer support. SEO tools like Ahrefs or Senuto can be used to increase your store's visibility, helping you select the right keywords and optimize content. Payment tools like PayU and Stripe streamline the transaction process and improve the shopping experience. Logistics solutions like BaseLinker and iDoSell are also important. Customer service solutions like Tawk.to, which enable quick, real-time contact with users, are also important. Each of these tools allows for more effective operation and building a competitive advantage in the dynamic e-commerce environment. Choosing the right solution depends on the needs of a given business and its specific nature.

Google Analytics 4

Google Analytics 4 (GA4) is the modern version of Google's most popular analytics tool. It allows for comprehensive online store traffic tracking, user behavior analysis, and marketing campaign effectiveness measurement. GA4 offers an advanced event-based model, enabling more precise data collection than the previous version. The tool is ideal for analyzing purchase paths and assessing the effectiveness of individual channels. Integration with Google Ads and BigQuery enables extensive real-time data analysis. GA4 also offers improved cross-device reporting, which is crucial given the high number of mobile users. Implementing GA4 is now standard in e-commerce and shouldn't be postponed.

Google Search Console

Google Search Console is a free tool from Google that allows you to monitor a website's visibility in search results. Users can use it to see which keywords their store is ranking for, which pages are indexed, and what technical errors may be limiting visibility. Search Console also helps identify incoming links, analyze CTR, and improve the quality of metadata. This tool is particularly useful for SEO optimization, as it displays accurate data from the Google search engine. It also allows you to submit new sitemaps and verify that your website has been properly indexed. For every online store, it's a fundamental source of information about how your website is performing within the Google ecosystem.

Senuto

Senuto is a Polish SEO tool that supports online store owners in keyword analysis, website visibility, and competition. Its greatest advantage is the ability to track keyword positions and identify potential content topics for blogs or category descriptions. With features like keyword seasonality analysis and topic suggestions, Senuto helps create a content strategy optimized for search engines. The platform also allows for competitive domain analysis, which simplifies SEO and marketing planning. Its intuitive interface makes Senuto accessible even for non-SEO specialists. The tool is ideal for everyday content development and monitoring the results of SEO efforts.

Ahrefs

Ahrefs is one of the most powerful SEO tools on the global market, valued for its precision and extensive analytical capabilities. It allows users to track backlink profiles, analyze organic traffic, investigate competitors, and discover new keywords. It's particularly useful for online stores in the link building process, allowing them to quickly identify sources of valuable links. Ahrefs also provides tools for technical website audits and content analysis for SEO effectiveness. It allows users to precisely assess competitor visibility and make decisions based on hard data. Although it's a paid tool, for many e-commerce companies it represents an investment that quickly pays off.

Trusted Shops

Trusted Shops is a trust certificate and a rating and review system that enhances the credibility of online stores in the eyes of customers. It allows users to see that the store complies with European consumer protection standards, building a sense of security when shopping. The platform also allows for post-purchase review collection, which supports building a positive brand image and improving conversions. Trusted Shops provides widgets and badges that can be integrated into the store's website, displaying the number of positive reviews and a quality certificate. Stores that use this solution often report increased trust and lower cart abandonment rates. Additionally, money-back guarantees are offered to customers, increasing comfort and confidence when shopping online.

Canva

Canva is an intuitive graphic design tool that allows you to create aesthetically pleasing visuals without the need for professional graphics software. Online stores can use it to create social media graphics, promotional banners, product slides, and even simple infographics. Canva offers a vast database of templates, photos, and icons, significantly speeding up workflow. Anyone can use the tool—no graphic design knowledge required. Well-designed visuals increase user engagement and support the development of a cohesive brand image. Canva is available in both a free version and a Pro version with additional features and resources.

Microsoft Clarity

Microsoft Clarity is a free analytics tool that helps you understand how users behave on a website. It offers features such as user session recordings, heat maps, and click and scroll analysis. This allows you to identify which page elements are engaging and which are causing issues or abandonment. Clarity also helps detect UX errors and purchase barriers. It's an ideal tool for quickly diagnosing website effectiveness without significant investment. Furthermore, Clarity doesn't limit the number of sessions or data, making it a very attractive alternative to paid solutions. Integration with Google Analytics allows for an even more comprehensive analysis of user behavior.

GPT Chat

Chat GPT is an advanced language model that can be used in e-commerce to automate customer service, generate content, and support marketing. It enables the creation of product descriptions, blog content, and newsletters, and also helps answer customer questions in real time. The tool can be integrated with website chat, acting as an intelligent assistant available 24/7. It also supports the work of marketing teams by generating campaign ideas and optimizing texts for SEO. Chat GPT shortens workloads, lowers costs, and increases the efficiency of content and communication processes. It is one of the tools that truly supports the development of online stores in many areas – from content marketing to customer service.

Bitly

Bitly is a link shortening tool that also offers analytical features. Shortened links are useful in email campaigns, social media, and print materials. With Bitly, you can not only aesthetically present links but also track clicks, traffic sources, and user locations . This is especially useful for analyzing campaign effectiveness and measuring engagement. The tool also allows you to create your own branded links, which strengthen brand recognition. Bitly is suitable for both everyday marketing work and more complex promotional projects.

Hotjar

Hotjar is a UX tool that enables in-depth analysis of user behavior on a website. Using heatmaps, session recordings, and feedback forms, you can understand where customers click, where they pause, and why they don't complete a purchase. Hotjar allows you to discover "blind spots" in the shopping journey and optimize the website interface based on real data. This tool is great for testing new graphic elements or functionalities. For managers and online store owners, it's a valuable source of customer experience information, allowing you to make better design decisions and increase conversions without costly experiments.

more e-commerce tools – click and see.

What is marketing automation?

What is e-learning?

a comprehensive guide to the digital world – summary

In this article, we've presented a comprehensive guide to e-commerce, covering its definition, basics, various forms of business, online store management, sales platforms, marketing, the e-commerce landscape in Poland , and many other aspects. The information and tips provided are intended to facilitate understanding of e-commerce and help you run a successful business in this area.

We highlighted that e-commerce encompasses various business models, such as B2C, B2B, C2C, G2B, and B2G, and various forms of business, such as retail, business, C2C, and government. We also discussed key aspects of online store management, such as setting up a store, website components, sales management, and website and transaction security.

In this article, we also provided an overview of the most popular sales platforms, such as Amazon and Allegro, and discussed issues related to choosing a platform and hosting for an online store. In the section on e-commerce marketing, we discussed SEO optimization, technologies and trends, and customer service.

Finally, we examined the situation of e-commerce in Poland, discussing its current status and development prospects, the highest sales growth rates, and e-commerce security. All this information aims to provide readers with comprehensive knowledge of e-commerce and support them in running a successful business in this area.

If you want to learn more, or would like to safely launch e-commerce or check out your current online store, click below and write to us – we will be happy to answer any questions and help you achieve success in e-business.

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