WooCommerce sells itself as the “most customisable eCommerce platform on the internet”. That’s great and all, but I find it flies in complete contrast to their goal of “Democratising Ecommerce”.

The significant level of customisation that’s possible provides an expectation, even a pressure that it NEEDS to be customised to your exact “needs” and you NEED to come up with bright new ideas for features that you want to invent for your store.

For those who don’t have a depth in coding skills this is at a minimum a distraction, for those who do, it’s an enablement to procrastination.

Procrastination KILLS Entrepreneurship.


  • Making “Customisation” the key feature of WooCommerce in turn…
  • Makes people feel they NEED to customise and invent, which in turn…
  • Creates distraction from the goal of serving your customers with world class products at a minimum, or at worst…
  • Enables significant procrastination resulting in lots of WooCommerce stores with zero customers or revenue, but run by paralysed wannabee eCommerce Entrepreneurs

This by my definition is the OPPOSITE of democratising eCommerce.


WooCommerce Customisation isn’t the goal – Profitable sales ARE

This procrastination driven by complete “freedom” is much the reason why MANY MANY eCommerce entrepreneurs opt for Shopify over WooCommerce.

Not because Shopify is “better” but because there’s LESS to mess with – it’s more attractive to startups and experienced eCommerce entrepreneurs alike.

So for me, WooCommerce need to decide whether they’re:

  • The most customisable eCommerce platform


  • Democratising eCommerce is the true goal


For me – the both don’t go hand in hand for the overwhelming majority of cases.

For me Shopify do a better job of “Democratising eCommerce” by lowering the barrier to entry and eliminating the need for eCommerce Entrepreneurs to be overly invested in the management of a software. With Shopify there is no software to manage and users can go about running their business. Shopify really hammer this home in their marketing – the best one I’ve seen is the example of the guy who runs a pasta store and he says:

“I make Pasta, not websites”

The number of eCommerce entrepreneurs this statement must resonate with is HUGE. I can’t see how this message wouldn’t resonate with every eCommerce entrepreneur who has built a business from the ground up.