---
title: What is Ecommerce? | Shopware Community Hub
description: >-
  Ecommerce basics, key business models, and how platforms like Shopware fit
  into online retail.
canonical_url: 'https://hub.shopware.com/learn/unit/what-is-ecommerce'
---

# What is Ecommerce?

<LearningObjectives>

- Understand what ecommerce is and its **key terminologies**.
- Identify common ecommerce **business models** with examples.
- Understand how an **ecommerce platform** differs from a simple website.

</LearningObjectives>

# What is Ecommerce?

Ecommerce is more than a product website. It is the system behind listings, payments, inventory, shipping, and customer communication. This unit gives you the vocabulary you need before exploring Shopware specifically.

<Callout title="Glossary" type="info">

Look up terms anytime in the [ecommerce terminologies glossary](https://docs.shopware.com/en/ecommerceterminologies).

</Callout>

## What is ecommerce?

**Ecommerce** (electronic commerce) is buying and selling goods and services online. A real shop also needs:

- Secure **payments**
- **Inventory** and order handling
- **Product data** management
- **Content** for marketing pages
- Optional **POS** integration for online/offline sales

Two common approaches:

1. **Website builders** — fine for simple sites with basic selling.
2. **Ecommerce platforms** — built for catalog, checkout, operations, and growth.

As a developer on Shopware, you will work mainly with **ecommerce platforms**.

## Ecommerce platforms

A platform manages the full online selling process: products, orders, customers, and marketing tools.

Typical capabilities:

- Product listings and categories
- Payment processing
- Order management and shipping
- Customer data and engagement (CRM)

When choosing a platform, teams usually weigh **catalog size**, **traffic**, **customization**, **budget**, and **scalability**.

<CollapsibleSection title="More selection criteria (optional)">

- **Integrations:** ERP, PIM, marketing tools
- **Headless vs coupled storefront:** API-first vs classic theme
- **Hosting model:** self-hosted vs cloud
- **B2B vs B2C feature depth**

</CollapsibleSection>

## Business models

| Model | Who sells to whom | Example |
|-------|-------------------|---------|
| **B2B** | Business → business | Manufacturer → wholesale partner |
| **B2C** | Business → consumer | Dealership → car buyer |
| **D2C** | Brand → consumer (no middleman) | Brand website with direct checkout |

**Developer note:** B2B often needs bulk ordering and customer-specific pricing. B2C emphasizes fast checkout and UX. Shopware supports B2B, B2C, D2C, and mixed models.

<ArticleQuestionnaire>
  <ArticleQuestionnaireQuestion>A manufacturer sells inventory in bulk to a retail chain. Which model is this?</ArticleQuestionnaireQuestion>
  <ArticleQuestionnaireAnswer>B2C</ArticleQuestionnaireAnswer>
  <ArticleQuestionnaireAnswer correct>B2B</ArticleQuestionnaireAnswer>
  <ArticleQuestionnaireAnswer>D2C</ArticleQuestionnaireAnswer>
</ArticleQuestionnaire>

<ArticleQuestionnaire>
  <ArticleQuestionnaireQuestion>What is the main difference between a website builder and an ecommerce platform?</ArticleQuestionnaireQuestion>
  <ArticleQuestionnaireAnswer>Website builders are always cheaper</ArticleQuestionnaireAnswer>
  <ArticleQuestionnaireAnswer correct>Ecommerce platforms are built for selling operations like orders, payments, and catalog management</ArticleQuestionnaireAnswer>
  <ArticleQuestionnaireAnswer>There is no practical difference</ArticleQuestionnaireAnswer>
</ArticleQuestionnaire>

## Summary

- Ecommerce covers the full online selling stack, not just the storefront.
- Platforms differ from simple websites in operational depth.
- B2B, B2C, and D2C drive different technical requirements.

**Next:** [Why choose Shopware?](https://hub.shopware.com/learn/unit/choosing-shopware) — platform strengths and technology overview.