WooCommerce

What WooCommerce does

WooCommerce is the open-source ecommerce platform built on WordPress, operating as a subsidiary of Automattic Inc. The platform transforms any WordPress site into a customizable ecommerce storefront and underpins more than 4 million online stores, accounting for approximately 31% of the top 1 million ecommerce sites globally. Technically, WooCommerce provides a plugin-based architecture with deep WordPress CMS integration, supporting payment gateways (including first-party WooPayments), shipping, tax, bookings, multi-vendor marketplaces, and customizable block themes and checkout experiences. The product portfolio spans the free core platform, a suite of paid extensions (WooCommerce Bookings, Shipping, Tax, Deposits, Product Vendors, Returns and Warranty Requests), the WooCommerce Marketplace for third-party themes and add-ons, and iOS/Android mobile management apps. WooCommerce also offers enterprise-grade ecommerce solutions with dedicated customer success support.

The company's business model is freemium and product-led. The core plugin is distributed free via wordpress.org and WooCommerce.com, and monetization occurs through (1) paid extensions and themes sold in the WooCommerce Marketplace, (2) WooPayments transaction economics on integrated stores, (3) hosting referral and managed services through hosting-provider partnerships, and (4) enterprise solutions for large merchants requiring customization, white-glove support, and dedicated infrastructure. Customer segments span SMBs (primary), developers and agencies building client stores, and enterprise brands; named enterprise customers include Polestar, Nutribullet, Mint Mobile, Caribou Coffee, La Marzocco, Francis Ford Coppola Winery, Hidden Valley Ranch, and Weber. Distribution is multi-channel: self-serve PLG through wordpress.org, a global agency partner network, and integrations with POS (Square), payments (Stripe, Mastercard, Finix, Network International), marketing (Klaviyo, Mailchimp), tax (Anrok), and emerging agentic commerce surfaces (Google AI Mode, YouTube Shopping, Reddit).

Name

WooCommerce

Legal name

Automattic Inc.

Website

https://woocommerce.com/

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

251–500 employees

Short description

WooCommerce is the open-source ecommerce platform built on WordPress, serving more than 4 million online stores globally with customizable checkout, payments, shipping, and extensions, monetizing through a marketplace of paid add-ons and WooPayments transaction fees for SMBs, agencies, and enterprise brands.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Platform/Extensions Revenue: Revenue from paid extensions, themes, and plugins sold through WooCommerce.com Marketplace. Merchants pay for premium features like bookings, subscriptions, payments, shipping, and marketing tools.
2. Enterprise Ecommerce Solutions: Custom enterprise-level solutions for large merchants requiring advanced customization, dedicated support, and white-glove service.
3. Hosting Solutions: WooCommerce-branded hosting solutions and partnerships with hosting providers, generating referral and service revenue.
4. Partnership Integrations: Revenue sharing and partnership arrangements with payment processors, POS providers, and technology platforms integrating with WooCommerce.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

WooCommerce develops and distributes an open-source ecommerce platform built on WordPress that enables merchants to build, customize, and scale online stores with full control over their checkout experience, customer data, and operating costs. The platform sells premium extensions and themes through its marketplace, integrates payment processing via WooPayments, and offers enterprise ecommerce solutions with dedicated customer success support for large merchants.

Product overview

WooCommerce is an open-source ecommerce platform built on WordPress, providing flexible commerce capabilities for businesses of all sizes. The core WooCommerce platform (free, open-source) enables online store creation with customizable checkout, payments, shipping, and inventory management. The product portfolio includes the core platform plus premium extensions: WooPayments for payment processing, WooCommerce Bookings for appointment scheduling with Accommodation Bookings and Bookings Availability add-ons, WooCommerce Shipping for fulfillment, WooCommerce Tax for compliance, WooCommerce Deposits for partial payments, Product Vendors for marketplace functionality, and Order Barcodes for inventory. The WooCommerce Marketplace hosts hundreds of third-party extensions and themes. Additional offerings include the WooCommerce Mobile App (iOS/Android), Webis Multilingual for translations, and Jetpack security/backup services. The platform serves over 4 million online stores and powers 31% of top 1 million ecommerce sites.

Differentiator

Problem solved

Functional benefit

Brands

• WooCommerce: The open-source commerce platform for WordPress, providing full control over checkout, data, and costs. Allows merchants to choose any payments, features, and host.
• WooPayments
• WooExpert
• WooThemes

Products and services

• WooCommerce Open-source commerce platform built on WordPress that provides merchants full control over checkout, data, and costs. Enables online and offline selling, locally and globally, with customizable features, payments, and hosting options. Serves SMBs, enterprise brands, and developers globally.
• WooPayments Integrated payment processing solution for WooCommerce stores enabling secure online payments with Apple Pay support, automatic transaction management, and same-day payouts. Delivered documented conversion lift (35% for Nutribullet) and AOV increase (22% for House of Malt).
• WooCommerce Mobile App Mobile application for iOS and Android that enables merchants to manage their WooCommerce stores on the go, including order management, inventory tracking, and store analytics.
• WooCommerce Bookings Appointment and booking management extension that allows customers to schedule bookings directly on WooCommerce stores, supporting various booking types and calendar integrations.
• WooCommerce Accommodation Bookings Add-on for WooCommerce Bookings that enables accommodation rental businesses to manage bookings with check-in/check-out times, duration specified as nights, and override price features for special rates.
• WooCommerce Shipping Shipping management extension that helps merchants set up shipping zones, rates, and delivery options, streamlining fulfillment operations for WooCommerce stores.
• WooCommerce Tax Tax calculation and compliance extension for WooCommerce that automates tax rates based on location and product type.
• WooCommerce Deposits Extension enabling partial payment options for customers, allowing merchants to accept deposits or installments for orders.
• Product Vendors Multi-vendor marketplace extension that allows merchants to create a marketplace with multiple vendors selling products on the same WooCommerce store.
• WooCommerce Returns and Warranty Requests Extension for managing product returns and warranty requests directly within WooCommerce admin interface.
• Storefront Theme Official WordPress theme designed specifically for WooCommerce stores, providing optimized templates and design for ecommerce functionality.
• WooCommerce Marketplace Digital marketplace offering hundreds of trusted extensions and themes from WooCommerce and third-party developers for store customization, including marketing, shipping, payments, and design add-ons.
• Enterprise Ecommerce Solutions Custom enterprise-level ecommerce solutions for large merchants requiring advanced customization, dedicated Customer Success Manager support, and white-glove service.

Quantifiable outcome

• Nutribullet increased conversion by 35% and boosted average order value with optimized checkout experience
• +3 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability8 records

Feature6 records

Partnerships

13 partnerships are on record, tiered strategic, core, regional, vertical and competitive.

• YouTubestrategicTechnology or Integration · 16 June 2026WooCommerce + YouTube Shopping integration enabling merchants to sell directly where customers are watching, extending reach to YouTube's massive video audience.
• KlaviyostrategicTechnology or Integration · 15 June 2026Joint sponsored research on ecommerce customer marketing evolution through 2026, featuring insights from brands like Sephora and Fanatics, and case study of Smile Brilliant achieving 47% YoY automation-driven revenue growth.
• Intuit MailchimpstrategicTechnology or Integration · 1 June 2026Mailchimp expanded Site Tracking Pixel functionality to WooCommerce and Wix, along with new integrations with Claude and ChatGPT, removing manual steps for small business marketers.
• Anthropic ClaudestrategicTechnology or Integration · 28 May 2026Mailchimp integration with Claude expanding AI capabilities for ecommerce marketing automation, alongside existing WooCommerce support.
• OpenAI ChatGPTstrategicTechnology or Integration · 28 May 2026Mailchimp direct campaign creation through ChatGPT app, extending AI-powered marketing capabilities to WooCommerce merchants.
• GooglecoreTechnology or Integration · 30 April 2026Through Stripe partnership, WooCommerce merchants gain ability to sell inside Google AI Mode and Gemini app as part of agentic commerce expansion.
• Network InternationalregionalTechnology or Integration · 21 April 2026Strategic partnership enabling Middle East and Africa merchants to integrate Network's payment solutions through N-Genius Online plugin, providing secure, locally relevant payment processing with instant activation and improved checkout performance.
• StripecoreTechnology or Integration · 15 December 2025Stripe's Agentic Commerce Suite integration enabling AI shopping assistants to conduct transactions on WooCommerce stores, supporting seamless connection for over four million merchants to AI-driven shopping and payment processes via shared protocol.
• MastercardcoreTechnology or Integration · 9 December 2025Mastercard Merchant Cloud partnership providing WooCommerce EMEA merchants access to unified payment gateway, enhanced fraud prevention, and connectivity to over 200 acquiring bank partners for expanded payment options.
• MD IntegrationsverticalTechnology or Integration · 11 November 2025New integrations enabling patients to access physician-directed virtual care directly from WooCommerce and Shopify digital storefronts, supporting nearly 100 healthcare organizations.
• Square (Block, Inc.)coreTechnology or Integration · 13 May 2025Square named WooCommerce as a preferred POS partner in Square Releases, enabling seamless online-offline commerce integration between WooCommerce stores and Square's handheld point-of-sale device with barcode scanner and industry-specific modes.
• RedditstrategicGTM or Marketing Partner · 15 November 2024November partnership connecting millions of WooCommerce small businesses to Reddit's advertising system, with AI-powered shopping tools contributing to 75% year-over-year increase in Reddit ad revenue.
• ShopifycompetitiveTechnology or IntegrationMarket competitor dominating UAE platform market at 41.99% share compared to WooCommerce's 36.06%, with both platforms competing for SMB ecommerce market globally.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wix: Wix is a website builder with native ecommerce capabilities competing for SMB merchants who want turnkey site creation with commerce baked in. Wix is also a launch partner for Stripe Agentic Commerce and integrates with Mailchimp alongside WooCommerce, directly contesting the same SMB segment.
• Shopify: Shopify is the leading fully-hosted ecommerce platform, directly competing with WooCommerce for SMB and enterprise merchants globally. It dominates markets like the UAE (41.99% share) and represents the hosted alternative that has driven WooCommerce's recent market share decline.
• Magento (Adobe Commerce): Adobe Commerce (Magento) is an enterprise-grade ecommerce platform, with both open-source (Magento Open Source) and SaaS editions competing directly with WooCommerce for large merchants requiring customization, complex catalogs, and B2B capabilities.
• BigCommerce: BigCommerce is an enterprise-focused SaaS ecommerce platform competing with WooCommerce for mid-market and large merchants. It is mentioned alongside WooCommerce as a launch partner for Stripe's Agentic Commerce Suite, indicating direct overlap in target customer and product roadmap.
• Squarespace: Squarespace provides a hosted website builder with integrated ecommerce targeting creative entrepreneurs and SMBs, the same primary buyer segment WooCommerce serves. Both compete on ease-of-use, design templates, and integrated commerce features.

Regional players

• Shopline: Shopline is a leading ecommerce platform across Southeast Asia, Greater China, and other emerging markets, competing with WooCommerce for SMB merchants in regions where WooCommerce has lighter direct presence and where Shopify and WooCommerce both compete for share.

Emerging players

• PrestaShop: PrestaShop is an open-source ecommerce platform with a similar freemium, extension-based model to WooCommerce. It targets European SMB merchants and competes in the same open-source category, though with smaller scale and ecosystem.
• OpenCart: OpenCart is an open-source PHP ecommerce platform with a similar self-hosted model and extension marketplace to WooCommerce. It targets SMB merchants seeking a lightweight, free alternative, partially overlapping WooCommerce's open-source value proposition.

Broad incumbents

• Salesforce Commerce Cloud: Salesforce Commerce Cloud is an enterprise commerce platform within the broader Salesforce CRM ecosystem. It competes with WooCommerce's enterprise tier for large brands needing deep CRM integration, omnichannel, and B2B/B2C capabilities at global scale.
• SAP Commerce Cloud: SAP Commerce Cloud (formerly Hybris) is an enterprise ecommerce suite within SAP's broader ERP and customer experience portfolio. It competes with WooCommerce's enterprise solutions for large, complex organizations needing deep ERP integration and global B2B/B2C capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/woocommerce
• Facebookfacebook.com/woocommerce
• LinkedInlinkedin.com/company/woocommerce
• Instagraminstagram.com/woocommerce
• GitHubgithub.com/woocommerce/woocommerce

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WooCommerce