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Positioning of online stores – how does it differ depending on the type of platform?

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The positioning of online stores differs depending on the e-commerce platform on which the website is placed. We distinguish several popular systems, including WordPress, Joomla or PrestaShop. There are also SaaS (Software as a Service) software available on the market, which allow you to quickly prepare a personalized service. Each of the solutions mentioned imposes certain restrictions on the store owner – both in terms of sales, business development and SEO.

Before you choose a platform

Online store positioning never looks the same. Even two websites with similar topics will require a different SEO strategy. Before choosing a platform for your e-commerce, consider which solution will be perfect for you. There are two basic systems dedicated to designing your own store. These are open source and SaaS platforms. How are they different?

Open source – open source code

Systemy CMS o charakterze open source posiadają otwarty kod źródłowy. Oznacza to, że cały serwis może być niemal dowolnie edytowany i dostosowywany do indywidualnych preferencji właściciela. Zależnie od platformy, zaprojektowanie sklepu w systemie open source może być łatwiejsze lub trudniejsze. Generalnie, aby skorzystać takiego rozwiązania, warto znać podstawy HTML, CSS i JavaScript. Choć zwykle tego rodzaju platformy posiadają wygodny interfejs do edycji zawartości (system zarządzania treścią: CMS), dodatkowe wtyczki i ułatwienia, to w dalekiej perspektywie open source może być dla osoby początkującej nieco trudny do zrozumienia oraz obsługi. Jeżeli chcesz założyć sklep internetowy, który będzie prosperować, warto rozpocząć współpracę ze specjalistami, którzy go właściwie zaprojektują od A do Z.

A big advantage of open source platforms is the possibility of flexible optimization. Access to the code allows you to perform comprehensive positioning of the online store. These types of systems are perfect for small and large e-commerce businesses. Open source platforms include WordPress (WooCommerce), PrestaShop, Joomla, Magento. Usually, this type of software is completely free, but may have paid templates, add-ons and plugins.

SaaS – software as a service

SaaS platforms are a kind of alternative to open source systems. It’s software that runs as a service. Certainly, the great advantage of this solution is its very simple operation. When talking about the advantages, one should also mention the rapid implementation, technical support or ready-made payment modules. Knowledge of HTML or CSS is practically unnecessary for effective e-commerce management. On the other hand, the disadvantage of SaaS platforms is the number of imposed restrictions. Despite the many templates, stores built on the same systems are usually quite similar to each other.

Implementing a comprehensive SEO strategy for a SaaS online store is a bit more difficult than with open source. The main disadvantage of such platforms is the lack of access to the code. Therefore, website optimization is severely limited. However, it should be noted that the Open System as a Service software is a certain innovation. As the name suggests, in such cases it is possible to edit the code, although the store is based on dedicated software. A perfect example of this is, among others, IdoSell.

Positioning of online stores - how does it differ depending on the type of platform?

What are the limitations of the most popular platforms?

It is difficult to choose one, the best platform for positioning online stores. Each solution has some advantages and disadvantages. Therefore, people who want to open their own e-commerce should learn about various solutions. Then you decide which software will work perfectly in your case.

WordPress and WooCommerce

WordPress is probably the most popular CMS for creating websites. With the help of the WooCommerce plugin, it is possible to prepare a store that will be used to sell products online. However, it is a perfect solution for small e-commerce and people who do not plan to expand their own business. Although the positioning of the WooCommerce online store is convenient, this solution will not be satisfactory for developing entrepreneurs. In addition, a significant part of the add-ons in the “PRO” version must be paid, although the plug itself is free. Another disadvantage of this system is the lack of access to advanced analyzes and reports, for example regarding sales.


Joomla is a CMS system that allows you to create huge online stores, even with thousands of products. The platform is open source, therefore technical knowledge is useful to operate it. However, it should be noted that the implementation for beginners can be quite complex and time-consuming. The SEO of the Joomla online store does not generate major restrictions – in this respect, it is a good choice. Remember, however, that you need a lot of knowledge and patience to operate such a store yourself. To sum up: the Joomla platform is an excellent proposition for large e-commerce, which at the same time requires technical knowledge. However, the time you spend on learning how to use this CMS will certainly not be wasted. A serious disadvantage for the entrepreneur can be a large number of paid modules and a relatively small selection of templates.


PrestaShop is a free open source system designed for creating online stores. This is one of the most popular platforms in Poland, thanks to which you can run a small, medium or large e-commerce business. The advantage of this software is a very simple interface and pleasant operation. Positioning of PrestaShop online stores is possible because the software allows you to edit the source code. On the other hand, the disadvantages of this solution certainly include the rather complicated structure of the system. The development of e-commerce may be a bit more difficult for the average entrepreneur – however, all you need is a technical specialist’s help and it’s ready!


The Magento system is also an open source solution. As it is easy to predict, the SEO of the online store for this platform will not be limited due to access to the source code. Magento is a highly developed and advanced software – this feature is both an advantage and a disadvantage of the entire system. Operating the platform is not the easiest thing to do, so you will need the help of a specialist to develop your own e-commerce. However, thanks to Magento it is possible to create really large stores with many products on offer.

SaaS e-commerce: Shoper, Offerer, SOTE

As we mentioned earlier, SaaS platforms are a brilliant proposition for people who want to create an online store on their own. Their operation is very simple and pleasant. What about positioning? Online store SEO on SaaS software is usually quite limited. This does not mean that the optimization will have absolutely no effect. It is simply necessary to prepare a really specific SEO strategy and its professional implementation.

Positioning of online stores - how does it differ depending on the type of platform?

Positioning of online stores – SEO individualization

SEO agencies carry out positioning of online stores based on an individual strategy tailored to the needs of a specific client. Each site requires a slightly different approach, so designing a personalized strategy is imperative. It is for this reason that it is difficult to find a universal SEO pricing. The cost of positioning is determined according to how much optimization the online store will require. This rule also applies to websites and industry portals.

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How does SEO work?

Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).

Is website positioning profitable?

SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.

When can positioning effects be expected?

Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.

Does positioning / SEO guarantee a high position?

SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
hacker attacks,
errors in the website code or server operation such as secure your site with HTTPS.

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