Guide Store system
Driven by technological developments and changes in buying behavior, online business has become a sustainable addition to traditional retail.
Customers inform themselves online, compare prices and availability and expect to be able to order products at any time and from anywhere. For many retail companies, the online store and the operation of a store system are no longer a “nice-to-have”, but a central component of the business model. A professionally set up online store helps,
A diverse eCommerce landscape has formed around various sales channels and platform strategies. Its technical basis is formed by different software systems. Store systems form the core: they provide the technical, design and functional framework for a journey that is always the same and ends with the shopping cart and checkout.
At the same time, the starting situations of companies differ significantly:
While the role of buyer is routine for many people and they navigate familiar stores effortlessly, from a business perspective, setting up and operating an online store involves numerous decisions, considerations and risks. Important questions are:
A large number of providers promise simple setup, great flexibility, high performance or maximum user-friendliness. If you want to make an informed decision here, you need clarity about your own goals and requirements – and you need to know exactly what you should be looking for.
This guide is aimed at:
It provides an overview of key questions on the way to your own online store:
The linked subpages go into more detail on individual topics and offer checklists to facilitate the selection and customer review of store systems.
What is a store system?
A store system is software that is used to operate a separate, independent online store. It provides the technical functions and processes in the background, while companies fill the “digital store front” with product range, content and brand identity.
A store system performs tasks both in the visible area (front end) and in the background (back end). Customers experience the store in the front end – administrators, purchasing, sales or marketing teams work with the system in the back end.
Tasks of a store system in eCommerce
The core tasks of a store system include
Product presentation and structuring
Create and manage items, variants (e.g. sizes, colors), prices, graduated prices and availability. Products are assigned to categories, brands or theme worlds.
Navigation, search and filters
Helping customers to find their way around the range. Good searches can correct typing errors and recognize synonyms. Filters and facets (e.g. size, color, material) help to narrow down large product ranges.
Shopping cart and checkout process
Selection of products, display of shipping costs and delivery times, entry of address and payment details, order summary, order confirmation.
Order and customer management
Storage of orders, assignment to customer accounts, management of billing and delivery addresses, access to order histories, status tracking.
Integration of payment and shipping service providers
Integration of payment providers (e.g. credit card, PayPal, instant bank transfer) and shipping service providers, automated transfer of shipment data, generation of shipping labels.
Content and marketing functions
Provision of CMS functions for landing pages, advice texts, blog posts, promotional pages as well as banners, teasers, cross-selling elements or voucher campaigns.
User and role administration
Control which people are allowed to work with which rights in the back end (e.g. only product maintenance, only evaluations, full administration).
In many cases, the store system is part of a larger system landscape via interfaces, for example with:
ERP system (ERP)
Central location for stock, documents, purchasing and sometimes also accounting.
PIM systems (product information management)
for the centralized maintenance and distribution of product information across multiple channels.
CRM systems (Customer Relationship Management)
for customer data, service processes and marketing measures.
POS systems and store solutions
to connect brick-and-mortar stores and online stores.
Marketplaces (e.g. Amazon, eBay, Otto)
to increase reach and multi-channel distribution.
Accounting and reporting solutions
for financial accounting, controlling and key figure analysis.
This overall architecture plays a key role in determining how efficiently and scalably online business can be operated – and how well processes mesh with one another.
Types of store systems: SaaS, On-Premise, Open Source
Basically, store systems can be divided into three technical operating models:
The models differ in the following points, among others:
In practice, there are also hybrid forms. Some providers offer open source systems as a managed cloud solution, for example, where hosting and maintenance are taken over but flexibility remains higher than with pure SaaS models.
A distinction can also be made between free or very low-cost solutions and fee-based solutions. However, this distinction is not identical to SaaS/On-Premise/Open Source, but rather concerns license and price models.
Cheap & free solutions for new sellers
For new sellers, there are often cloud-based stores or plug-in solutions available that require little to no entry costs and can be set up without in-depth technical know-how.
Typical features:
Such solutions enable a quick start and are particularly suitable for:
Advantages:
Disadvantages:
It should be noted that many providers charge separately for additional add-ons, apps or transactions. What initially seems cheap can become significantly more expensive with higher volumes or additional features.
Fee-based solutions for growing stores
As a rule, fee-based store systems offer:
Depending on the provider and model , this may be
Typical added value:
Especially for more complex projects, companies rely on specialized agencies, freelancers or internal eCommerce teams to:
The initial investment is higher, but the solution can be better adapted to individual requirements and growth in the long term. It is crucial to keep an eye on the total costs over several years – i.e. not only the license costs, but also the expenses for setup, operation, further development and support.
Regardless of the size chosen, having your own online store offers numerous advantages – both as a supplement to the brick-and-mortar business and as the basis for a purely online business.
Store system specifications - 5 steps to clear requirements
Before selecting a store system, it makes sense to record requirements in a structured manner in a requirements catalog. The specification serves as the basis for:
A possible structure comprises the following five steps:
1. market observation and positioning
Companies should analyze their own market and their competitors:
The analysis helps to sharpen your own positioning – for example via:
2. target groups & customer expectations
The clearer the target groups are defined, the more targeted the store system can be selected and configured. Important questions:
This results in requirements for:
3. customer contact & service channels
The way in which customers can make contact influences both their satisfaction and their requirements of the system:
The specifications should state which contact channels should be available at the beginning and which are planned in the medium term. This makes it easier to decide which interfaces and integrations are relevant.
4. ordering, delivery and payment conditions
A transparent, trustworthy ordering process is a key prerequisite for conversion. The specifications should therefore include the following:
The following questions arise for payment methods:
Many customers cancel orders if their preferred payment method is not available. At the same time, retailers need to keep an eye on the risk and costs.
5. legal, data protection & internationalization
Mandatory information and legal bases include, among others:
It is also worth looking ahead in the specifications:
The more precisely the requirements are formulated, the easier it is to compare different store systems and listings. Good specifications also reduce misunderstandings in the course of the project because they formulate clear expectations.
Technical setup: How is a store system operated?
An online store is not an isolated element, but part of an overall technical architecture. The selected setup determines:
The three basic operating models are SaaS, on-premise and open source. The extent to which the store system is embedded in other systems also plays a role.
Cloud-based store systems (SaaS solutions)
With cloud-based store systems (Software as a Service), the provider:
centrally. Access is via the browser. Companies usually take out a subscription.
Advantages:
Another advantage is that many SaaS systems already come with a sensible pre-selection of functions so that companies don’t have to start from scratch, but can fall back on well thought-out standard processes.
Disadvantages:
SaaS systems are particularly suitable for companies that:
On-premise store systems
On-premise store systems are operated on your own servers or in your own (or dedicated) hosting environment. The company or a contracted service provider takes care of setup, operation and maintenance.
Advantages:
Disadvantages:
On-premise is ideal for companies that:
Open source store systems
Open source store systems make the source code openly available. They can be freely used, adapted and expanded, provided that the license conditions are adhered to.
Advantages:
Disadvantages:
Open Source is particularly suitable for companies that:
Behind the scenes: Combining a store system with ERP
For efficient processes in day-to-day business, we recommend combining the store system with an ERP system. While the store system receives the orders and handles the external presentation, the ERP system maps the processes in the background.
Typical distribution of tasks:
The automated data exchange between the store and the ERP system enables the following processes to be mapped, among others:
From a certain warehouse size and a higher order volume, an in-house ERP system is almost indispensable in order to make processes stable and efficient. Many providers offer suitable interfaces or even their own ERP products.
Extensions & integrations of store systems
A store system unfolds its full potential in combination with other systems and extensions. Typical examples:
PIM systems (product information management)
Here, product information is maintained centrally and displayed in various channels (store, marketplaces, catalogs).
CRM systems
They bundle contact data, communication history and service cases and help to systematically develop customer relationships.
Marketing and newsletter tools
For email campaigns, automation (e.g. shopping cart abandonment emails), segmentation and evaluations.
Rating systems and social proof solutions
Customer ratings, seals and testimonials can strengthen trust.
Marketplace connections
Links to Amazon, eBay, Otto & Co. increase reach and sales potential, but require careful inventory and price management.
Accounting and controlling
Interfaces to financial accounting facilitate monthly and annual financial statements as well as business analysis.
Many store systems offer this:
When selecting a system, it is worth taking a look at:
Performance, security & scalability
Regardless of the operating model, three technical aspects are particularly important:
Performance
Loading times have a direct impact on user satisfaction, conversion and SEO. Important factors are:
Security
Protection of customer data and transactions is key. Relevant topics:
Scalability
The system should be able to grow with increasing traffic, product range, countries or additional channels. Questions about this:
These aspects should already be considered when selecting a store system and not just addressed during operation.
Structure & design of an online store
In addition to the technical basis, the success of an online store is also determined by its content and design. The aim is to present the product range in such a way that customers can quickly find suitable products, build trust and complete the purchase with confidence.
Red thread: Plan categories & navigation
The category structure forms the “shelf” of the online store. It should:
Typical steps in planning:
1. analyze assortment
What product groups are there? What are the similarities and differences? Can natural super- and sub-categories be identified?
2. take industry standards into account
Customers are used to certain structures. A complete break with established patterns can be confusing. Examples:
- Furniture trade: rooms and functional areas (bedroom, living room, office).
- Fashion retail: target groups (women, men, children) and then product types.
- Technology: Product portfolios (smartphones, laptops, accessories) plus manufacturer filters.
3. control the depth of the categories
Structures that are too deep with many sub-levels can appear confusing, while structures that are too flat can overload filters. A balanced approach is required.
4. interlock navigation & filters
Structures that are too deep with many sub-levels can appear confusing, while structures that are too flat can overload filters. A balanced approach is required.
Supplementary support:
Good structure reduces the bounce rate and increases the likelihood that customers will discover suitable products – even those they were not originally looking for.
UX & UI design: user-friendliness in the online store
Once the structure has been defined, the focus shifts to user-friendliness. UI (user interface) and UX (user experience) complement each other.
UI design deals with visual design:
UX design considers the entire user experience:
Important topics in the UX design of online stores:
Homepage
Clear introduction, highlighting important categories, actions and benefit arguments.
Category pages
Clearly structured product lists, useful filters, clear sorting functions.
Product detail pages
High-quality product images, concise titles, comprehensible descriptions, technical data, customer ratings, availability and delivery information.
Mobile use
Today, many users shop via smartphone or tablet. A mobile-optimized display is therefore a must.
Shopping cart & checkout
Transparent display of prices, shipping costs and delivery times, no unnecessary distractions, as few steps as necessary.
Trust plays a central role in online business. Confidence-building elements should therefore be used consciously, for example:
Before going live, typical usage scenarios should be tested – ideally with people who are not involved in the project. This allows stumbling blocks to be identified at an early stage.
How does SEO for online stores work?
Search engine optimization (SEO) is an important lever in eCommerce for building long-term visibility and qualified traffic – without having to spend advertising budget on every click.
Important building blocks for online stores:
Keyword research and topic planning
Identification of relevant search terms for categories, products and guide content. This includes generic terms (e.g. “ergonomic office chair”) as well as specific product names.
Onpage optimization
Titles, headings, texts and internal links are designed in such a way that they are understandable for both users and search engines. Sensible structuring and semantic clarity are key here.
Differentiation according to page types
- Category pages: more generic search terms and consulting content.
- Product pages: specific product names, model designations, details.
- Guide and blog pages: Address user questions, support purchase decisions and strengthen internal linking to relevant categories/products.
Technical SEO
Loading times, mobile optimization, clean URL structures, correct redirects, use of structured data (e.g. for customer reviews) and a well-maintained sitemap.
Backlinks and authority
Links from other websites can strengthen the authority of the store. However, this should be done organically and user-oriented, not via artificial link networks.
Images and media
Visually appealing images are important for conversion, but at the same time they must be compressed efficiently so as not to affect loading times. File names and alt texts should be descriptive rather than generic.
Search engine optimization is a long-term process. Measures take time to be reflected in the ranking. Regular evaluations and adjustments help to refine the strategy.
Which store system is the right one for me?
The choice of the right store system depends heavily on a company’s individual goals, resources and general conditions. There is no “best” system for everyone – but there are systems that are better or worse suited to the respective scenario.
Selection criteria: Budget, goals, team & technologyImportant criteria when choosing a system are
Business model and focus
B2C, B2B or mixed model, niche focus or broad mass market, one-off purchases or recurring orders (e.g. subscription models).
Company size and growth prospects
Start with a small range and limited sales volume or ambitious growth plans with a high order volume, many countries and channels?
Budget framework
Means for:
- One-off implementation (setup, design, integrations),
- running costs (licenses, hosting, support),
- Further development (new functions, optimizations, relaunches).
Human resources & know-how
Do you have an internal eCommerce team, your own IT department or do you want to work with external service providers? How much technical responsibility do you want to take on yourself?
System landscape & integration
Which systems are already in use (ERP, PIM, CRM, accounting, POS)? Does the store system have to fit into an existing IT landscape or is a new architecture being set up?
Regulatory and security requirements
Are there industry standards, certifications or special data protection requirements that need to be taken into account?
A structured approach is recommended for the selection:
Typical mistakes that should be avoided when choosing a system:
Decide only on the basis of the purchase price
A cheap system can become more expensive in the long term if important functions are missing and have to be constantly upgraded or if it reaches its limits as it grows.
Missing or too rough specifications
Without clearly formulated requirements, it is difficult to compare systems objectively. It often turns out later that essential functions are missing.
Focus only on short-term needs
A system that seems good for the first 12 months can quickly reach its limits when it comes to internationalization, product range expansion or marketplace integration.
Underestimating integration
If integration with ERP, CRM, accounting or cash registers is only considered at a late stage, this can lead to considerable additional costs.
Dependence on a single service provider
If know-how and access are exclusively with one service provider, it is much more difficult to change systems or work with other partners.
Too many special solutions
A very high proportion of individual programming can make updates more difficult, increase susceptibility to errors and become a stumbling block in the long term. Wherever possible, standard functions and extensions should be used.
A structured comparison with clear evaluation criteria and the inclusion of different perspectives (management, specialist departments, IT) helps to avoid such mistakes.
Many companies do not start from scratch, but instead come from an existing store system. A system change brings additional challenges, but also offers opportunities to question and improve structures that have grown over the years.
Important aspects:
Data migration
Products, categories, customer accounts, orders and content must be transferred to the new system. This raises questions such as:
SEO aspects
To ensure that existing visibility is not lost:
Parallel operation and go-live strategy
In many cases, parallel operation makes sense, in which:
Training and processes
A new system brings with it new interfaces and workflows. Employees in customer service, purchasing, logistics and marketing should be involved and trained in good time.
A well-planned change not only enables a modern technical basis, but also optimizations in structure, usability, content and processes – and can thus lead to a real new start in eCommerce.
Conclusion: A good start - and the beginning of continuous optimization
Making sound decisions when selecting the store system, the technical architecture and the design of the online store lays a solid foundation for eCommerce success. A well thought-out specification, a clear idea of target groups and processes and a sober customer review of costs and benefits help to avoid bad investments.
However, the work is not finished with the launch, it is just beginning. Ongoing tasks include:
The strategic integration of the online store into a multichannel or omnichannel concept is also an important lever for sustainable growth. Customers increasingly expect to be addressed consistently across all channels – online and offline.
A store system is therefore not a one-off project, but a long-term component of the corporate strategy. Those who are prepared to continuously learn, measure and improve create the basis for successful eCommerce.
