eCommerce Glossary

Method that compares two versions (A and B) of a webpage, app, or marketing campaign to determine which one performs better for a specific goal (e.g., increasing click-through rates). Only one element is changed between the two versions (for example, button color or wording), and users are randomly divided so each group sees only one version.

Paid leave granted to employees for vacation or personal time off.

An indicator that shows the average amount a customer spends per order

Software intermediary that allows two applications to communicate with each other.

computing platform providing servers, storage, databases, and other services.

A situation where a user of an online store adds a product to the cart, but does not complete the purchase process.

A person or company that promotes another company’s products or services in exchange for a commission on the sales generated.

A security process whereby the user's identity is verified (eg using a password, SMS code or biometrics).

The security process in which the system verifies that the user is authorized to use a particular service or perform an action (e.g. payment)

A metric that shows how long, on average, users spend on a website in one visit

B&B: small items or miscellaneous details.

Interaction between business and administration

Interaction between businesses

A commercial model where a company sells products or services directly to the end user.

The server-side part of an application or website that handles logic, database, and server configuration.

the final stage of the marketing funnel, where potential customers are ready to make a purchase decision. At this stage, they already know about the product or service and are comparing options, evaluating value, and looking for final reassurance (e.g., reviews, demos, discounts)

A promotion where a customer receives an additional item free when buying one.

Promotion where the second item is half price when purchasing the first.

It is a metric used to measure the percentage of visitors to a website who leave after viewing only one page, without taking any other actions, such as clicking on links or navigating to other pages. It is calculated by dividing the total number of single-page visits by the total number of visits to the website over a given period of time.

Bundling is a marketing strategy that consists of offering several products or services as a package in order to create value for consumers, since the package usually has a lower price than buying the items separately.

A buyer persona is a detailed fictional representation of an ideal customer for a business. It is developed by conducting research and analyzing data on the target audience's characteristics, behaviors, goals, motivations, and pain points. Consumer personas are created to help companies better understand their customers and make data-driven decisions that will resonate with their target audience.

A model where citizens interact with government agencies online — for example, to purchase services, fill out applications, or make payments.

Interaction between users and businesses

A commercial model where users sell or exchange products with each other via an online platform

The average amount a business spends to acquire one new customer

Two-letter domain code for a specific country.

The total value a customer brings over time, estimated based on their repeat purchases and loyalty to the brand.

A program that allows users to create, edit and manage content on a website without coding.

CPC is a digital advertising metric that measures how much an advertiser pays each time a user clicks on their ad.

CPL measures how much it costs a business to acquire a lead, someone who has shown interest in a product or service, typically by filling out a form, subscribing to a newsletter, or signing up for a trial.

A digital advertising metric that measures the cost of showing an ad 1,000 times (impressions) to users, regardless of whether they click it.

Software or system used to manage interactions with customers, such as purchase records, contact information, etc.

Process of increasing the percentage of users who perform a desired action on a website.

Support provided to customers before, during, and after purchase.

Comparison Shopping Engines (CSEs) are websites or applications that allow consumers to search for and compare products and prices across multiple retailers or merchants. They typically aggregate product listings and pricing information from various online retailers and present them side-by-side, allowing consumers to quickly compare similar products' features, specifications, and prices.

CSP is a web security standard that helps prevent attacks like Cross-Site Scripting (XSS) and data injection by specifying which sources of content (scripts, images, styles, etc.) are allowed to load on a website.

A button or link that prompts the user to perform a specific action.

The percentage of people who click on an ad after seeing it.

Percentage of users completing a desired action on a website, e.g., purchase or form submission.

Overall experience a customer has with a brand or service.

The checkout process is the series of steps a consumer goes through to complete a purchase on an ecommerce website. Typically, this involves entering personal and payment information, reviewing order details and confirming the purchase.

A percentage that shows how many customers stop using the service or leave the platform over a certain period of time.

A marketing strategy that involves creating and sharing relevant content to attract and engage a target audience.

One of the main metrics of online marketing, which indicates the performance of the desired action by the user (for example, placing an order, subscribing to a newsletter, etc.).

"A sales technique where the customer is offered additional products related to the product he has selected or purchased.
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Strategies and practices used to keep customers satisfied and encourage them to purchase from a brand repeatedly over time.

A business model in which a company does not use intermediaries, such as retailers and wholesalers, and sells its products or services directly to consumers. The company can offer lower prices and more customized products by controlling the entire process.

An international shipping term (Incoterm) where the seller is responsible for delivering goods to a specified destination, ready for unloading. The buyer is responsible for import duties, taxes, and unloading costs.

Marketing designed to elicit immediate and measurable response from the audience.

Slides out like a drawer over the web page to provide content (e.g., mini basket, currency switcher).

It is the process of integrating third-party delivery services into an ecommerce platform. By integrating with popular delivery services, online retailers can offer their customers a range of shipping options, including same-day or next-day delivery, tracking information, and other features that can help improve the overall customer experience.

Marketing strategies carried out through digital channels, such as social media, search engines, email, and more.

A business model in which the retailer does not keep the products in stock, but instead ships them directly from the supplier to the customer.

Unique identifier for products, used globally for inventory and sales tracking.

End of the working day.

Integrated software to manage business processes, including HR, accounting, inventory, and CRM.

Platform that sends bulk emails and manages email marketing campaigns.

Indicators used to assess the performance of an online store, such as conversion rates, traffic, etc.

Frequently asked questions and their answers, usually provided on a website to address customer queries.

The part of a website or application visible to users.

Provided without payment.

Items highlighted in an online store to increase their visibility.

A special offer with significant discounts available for a limited time.

Offer of delivery at no cost to the customer.

Complete logistics process, including product receipt, storage, order packaging, and delivery to the customer

Free gifts offered when a customer makes a purchase.

A full-width section at the top of pages to highlight content.

System-generated ID for tracking sales or ad-hoc projects.

The main page of a website.

The amount of products that a business has in stock for sale or shipment

Pixel-based image formats with fixed dimensions.

Metrics used to measure business success.

A word or phrase that a user uses to find a product in a search engine.

A web page designed to convert visitors into leads or customers.

A form of online service where the user communicates in real time with a company representative via a chat on a website

The time it takes for a website to fully load in a user's browser.

The process of planning and managing the movement and storage of goods.

A program that rewards users for repeat purchases, such as discounts or points.

A modal window or lightbox that displays in front of page content.

Metric used to compare data from one month to the previous month to track growth, trends, or changes.

Using software to automate marketing tasks, such as sending emails.

An online platform where various sellers upload and sell different products in one space, and customers choose from a single catalog.

The menu or structure that helps users move through a website.

A metric that measures customer loyalty and willingness to recommend a business.

Status indicating someone is away from work.

Percentage of opened emails in a campaign.

Special conditions or discounts offered to the customer by the online store.

A sales and communication strategy where the brand integrates all channels (online, offline, social media, app, store) into a single, connected experience.

Permission given by users to receive marketing communications.

The process by which users unsubscribe from marketing communications.

The process of choosing and purchasing desired products by the buyer in the online store.

Visitors to a website who come from search engines (e.g. Google) for free, without ads.

Page showing detailed information about a product.

A web page that displays a list of products available for purchase.

PPC is an online advertising model where advertisers pay a fee each time their ad is clicked.

Pricing model for video ads where advertisers pay each time the ad is viewed.

System or router providing a gateway between users and the internet.

Technology that securely processes online payments.

A company responsible for processing online financial transactions.

The practice of tailoring products or services to individual consumer preferences.