Navigating the ever-growing world of e-commerce can be an intimidating experience for sellers, especially when faced with a barrage of industry-specific jargon. To help you overcome this hurdle and set you up for success, we’ve put together this comprehensive guide to e-commerce terminology. By the end of this blog post, you’ll have a solid understanding of essential e-commerce terms and concepts, enabling you to make informed decisions and optimize your online selling strategy.

From online marketplaces and key metrics to product listing optimization, shipping, fulfillment, and more, this guide will cover everything you need to know to unlock your e-commerce potential. So let’s dive in and decode the e-commerce jargon that every seller should know!

Online Marketplaces: Setting the Stage

Before diving into the e-commerce terminology, it’s essential to understand the landscape of online marketplaces where sellers like you operate. These platforms act as intermediaries between buyers and sellers, providing a virtual storefront for a vast array of products and services. Here, we’ll compare popular online marketplaces such as eBay, Amazon, and Etsy to help you choose the best platform for your business.

Online marketplaces have become indispensable platforms for e-commerce sellers, offering the opportunity to reach a vast audience and benefit from the established trust and infrastructure of these platforms.

eBay: As a global auction and shopping platform, eBay offers individuals and businesses the opportunity to sell both new and used items. Renowned for its competitive bidding system, sellers on eBay can auction products or sell them at fixed prices. With a wide array of products and a diverse user base, eBay is an ideal choice for sellers seeking to reach customers worldwide.

Amazon: As the world’s largest online retailer, Amazon provides millions of products across various categories. By becoming a third-party seller on Amazon, you can leverage the platform’s extensive customer base, advanced logistics solutions (such as Fulfillment by Amazon), and built-in marketing tools. However, the competition on Amazon is intense, and adhering to the platform’s strict seller guidelines is essential.

Etsy: Catering to handmade, vintage, and unique items, Etsy is a niche marketplace that attracts buyers in search of one-of-a-kind products. For sellers specializing in crafts, art, or vintage goods, Etsy’s community is an excellent fit as it values creativity and originality. While the competition on Etsy may be less intense than on other platforms, it’s important to note that the user base is also smaller compared to eBay or Amazon.

Each marketplace has its benefits and challenges, so it’s crucial to consider your target audience, product niche, and business goals when deciding where to sell your products. As you gain experience and familiarity with e-commerce jargon, you’ll be better equipped to navigate these platforms and build a successful online business.

Key E-commerce Metrics for Sellers

Understanding and tracking essential e-commerce metrics is crucial for sellers looking to optimize their businesses, boost sales, and improve profitability. Here’s a list of 10 key metrics, along with a brief explanation of each:

  • Conversion Rate (CR): The percentage of visitors who complete a desired action (such as making a purchase) on your website. CR helps you gauge the effectiveness of your marketing and sales efforts.
  • Average Order Value (AOV): The average amount spent by customers per transaction. AOV indicates the revenue generated per sale and helps you understand customers’ purchasing habits.
  • Customer Lifetime Value (CLV): The total revenue you can expect from a customer over their lifetime as a buyer. CLV helps you determine how much you should invest in acquiring and retaining customers.
  • Gross Margin: The percentage difference between the cost of goods sold (COGS) and the selling price. Gross margin indicates your business’s profitability and helps you set pricing strategies.
  • Cart Abandonment Rate: The percentage of customers who add items to their cart but do not complete the purchase. A high cart abandonment rate may indicate issues with your checkout process or pricing.
  • Customer Acquisition Cost (CAC): The total cost of acquiring a new customer, including marketing and advertising expenses. CAC helps you assess the effectiveness of your marketing campaigns.
  • Customer Retention Rate: The percentage of customers who continue to make purchases from your store over a specified period. High retention rates indicate strong customer loyalty and satisfaction.
  • Return on Advertising Spend (ROAS): The revenue generated from advertising campaigns is divided by the cost of the campaigns. ROAS helps you measure the effectiveness of your advertising efforts and allocate your marketing budget efficiently.
  • Website Traffic: The number of visitors to your online store. Monitoring traffic sources and trends can help you optimize your marketing and SEO strategies to attract more customers.
  • Bounce Rate: The percentage of visitors who leave your website after viewing only one page. A high bounce rate may indicate that your website is not engaging or relevant to visitors.

The key metrics are essential for any e-commerce business. Here are a couple of suggestions you can follow to boost your online sales with your own e-commerce website:

  • Focus on improving website usability and user experience to increase conversion rates.
  • Use upselling, cross-selling, and bundling techniques to increase average order value.
  • Implement customer loyalty programs and personalized marketing to enhance customer lifetime value and retention.
  • Regularly analyze your pricing strategy and cost of goods sold to maintain healthy gross margins.
  • Optimize your checkout process and offer various payment options to reduce cart abandonment rates.
  • Test and fine-tune your marketing campaigns to lower customer acquisition costs and improve ROAS.
  • Invest in search engine optimization (SEO) and content marketing to drive organic website traffic.
  • Enhance your website’s design, product descriptions, and visuals to reduce bounce rates and engage visitors.

Product Listing Optimization

Optimizing product listings is essential for improving searchability, conversions, and customer satisfaction. Here’s a list of key terms related to product listing optimization:

  • Title Optimization: Crafting a clear and informative product title that includes relevant keywords. This helps improve search engine and marketplace rankings, making your products more discoverable. Track by monitoring keyword rankings and the click-through rate (CTR) of your product listings.
  • Product Descriptions: Detailed and engaging descriptions of your products, highlighting features, benefits, and use cases. Well-written product descriptions can improve conversions by providing customers with the necessary information. Track by analyzing conversion rates and time spent on product pages.
  • Product Images: High-quality images showcasing your products from multiple angles and in various contexts. Visually appealing images can significantly impact a buyer’s decision-making process. Track by monitoring image views, conversion rates, and customer feedback.
  • User-Generated Content (UGC): Content created by your customers, such as reviews, ratings, and images, which can be incorporated into your product listings. UGC adds credibility and social proof to your products. Track by monitoring the number of customer reviews, overall ratings, and social media shares.
  • Mobile Optimization: Ensuring your product listings are easy to navigate and visually appealing on mobile devices. With the increasing popularity of mobile shopping, this is crucial for a positive customer experience. Track by analyzing mobile traffic, bounce rates, and mobile conversion rates.
  • Pricing Strategy: Determining the optimal price for your products, considering factors like competition, demand, and cost of goods sold. A well-thought-out pricing strategy can impact sales and profitability. Track by monitoring sales volume, revenue, and market share.
  • Inventory Management: Keeping track of your stock levels and ensuring your product listings accurately reflect product availability. Efficient inventory management helps prevent stockouts and overselling. Track by monitoring stock levels, order fulfillment rates, and out-of-stock occurrences. Usually, there a special tools helping with such a process. If you are looking for Multi-channel management software take a look at Salestio
  • Product Variations: Offering different variations of a product, such as size, color, or material. This allows customers to choose the version that best suits their needs, improving customer satisfaction and conversions. Track by analyzing the sales performance of each variation and customer feedback.
  • A/B Testing: Comparing two versions of a product listing element (such as images or descriptions) to determine which performs better. A/B testing helps you refine your listings to maximize conversions. Track by comparing the conversion rates, bounce rates, and time spent on the product pages for each version.

Product listing optimization and tracking their performance, help you make data-driven decisions that could improve product listings and increase sales.

Shipping and Fulfillment Terminology

  • Dropshipping: A fulfillment method where the seller does not hold inventory. Instead, they transfer customer orders to a supplier, who then ships the products directly to the customer. This reduces the seller’s upfront costs and storage needs but may result in longer shipping times and less control over the supply chain.
  • Fulfillment by Amazon (FBA): A service offered by Amazon where sellers store their products in Amazon’s warehouses. Amazon takes care of storage, packaging, and shipping to customers, as well as handling returns and customer service. FBA can save sellers time and effort but comes with additional fees and strict requirements.
  • Fulfilled by Merchant (FBM): A fulfillment method for Amazon listings where the seller is responsible for storing, packing, and shipping the orders directly to customers, rather than using Amazon’s fulfillment service (FBA). FBM can offer more control over your inventory and shipping processes but may require additional resources and management. Evaluate your business needs and weigh the pros and cons of FBM and FBA to determine the most suitable fulfillment method for your e-commerce operations.
  • Third-Party Logistics (3PL): Companies that provide outsourced logistics and fulfillment services, such as warehousing, packaging, and shipping, to e-commerce businesses. 3PLs allow sellers to focus on other aspects of their business, but it’s essential to choose a reliable and cost-effective partner.
  • Order Tracking: A system that provides customers with real-time information about the status and location of their orders. Order tracking improves customer satisfaction by keeping them informed and reducing the likelihood of disputes. Ensure your shipping provider offers tracking services and integrates them into your e-commerce platform.
  • Shipping Zones: Geographic areas defined by carriers to calculate shipping rates. Shipping zones are typically based on the distance between the origin and destination of a shipment. Familiarize yourself with your carrier’s shipping zones and adjust your shipping rates accordingly to minimize costs and remain competitive.
  • Shipping Labels: Printed labels affixed to packages that contain essential shipping information, such as the sender’s and recipient’s addresses, package weight, and tracking number. Ensure that your shipping labels are accurate and clearly printed to avoid delays or lost packages.
  • Customs and Duties: Taxes and fees levied on international shipments by the destination country’s government. As a seller, it’s crucial to understand customs regulations and communicate any additional fees to your customers to avoid unexpected costs and delays.
  • Returns Management: The process of handling customer returns, including receiving, inspecting, and processing returned items. Implementing an efficient returns management system can reduce costs, improve customer satisfaction, and maintain your business’s reputation.

Payment Processing and Security

Ensuring secure and reliable payment processing is crucial for building trust with your customers and maintaining a successful e-commerce business.

  • Payment Gateway: A service that authorizes and processes credit card and other electronic payment transactions between customers and merchants. Choose a reliable and secure payment gateway that supports multiple payment methods and currencies to cater to a diverse customer base.
  • PCI Compliance: The adherence to a set of security standards (Payment Card Industry Data Security Standard or PCI DSS) designed to protect customers’ credit card information during transactions. As a seller, ensure that your payment gateway and e-commerce platform are PCI-compliant to maintain customer trust and avoid potential fines.
  • SSL Certificate: A digital certificate that encrypts data transmitted between a user’s browser and a website, ensuring the secure exchange of sensitive information such as payment details. Make sure your e-commerce website has an SSL certificate to reassure customers that their data is protected.
  • Chargebacks: A forced refund initiated by a customer’s bank when the customer disputes a charge on their credit card statement. Minimize chargebacks by providing accurate product descriptions, clear return policies, and responsive customer support.
  • Fraud Prevention: Techniques and tools used to detect and prevent fraudulent transactions on your e-commerce website. Implement fraud prevention measures such as address verification, CVV checks, and monitoring for suspicious activity to protect your business and customers.
  • Tokenization: A security method that replaces sensitive payment data with a unique, non-sensitive identifier called a token. Tokenization reduces the risk of data breaches by ensuring that sensitive information is not stored on your e-commerce platform. Choose a payment gateway that offers tokenization to enhance security.
  • Multi-Currency Support: The ability of a payment gateway to process transactions in multiple currencies, allowing customers to pay in their preferred currency. Offering multi-currency support can improve customer satisfaction and increase conversion rates, especially for international businesses.
  • Digital Wallets: Electronic services that store users’ payment information, allowing them to make secure and convenient online transactions. Examples include PayPal, Apple Pay, and Google Pay. Integrate popular digital wallets into your payment options to cater to customers’ preferences and streamline the checkout process.

Customer Service and Return Policies

  • Customer Support Channels: The methods through which customers can communicate with your business to ask questions, resolve issues, or provide feedback. Common channels include email, phone, live chat, and social media. Offer multiple support channels to cater to different customer preferences and ensure timely responses.
  • Response Time: The time it takes for your customer service team to acknowledge and address a customer’s query or issue. Prioritize quick response times to show customers that you value their time and are committed to resolving their concerns.
  • Issue Resolution: The process of understanding, diagnosing, and resolving customer problems or complaints. Train your customer service team to empathize with customers and provide effective solutions, ensuring a positive customer experience.
  • Return Merchandise Authorization (RMA): A unique identifier issued by a seller to a customer, allowing them to return a product. An RMA system helps you track and manage returns more efficiently and ensures that customers follow your return guidelines.
  • Restocking Fee: A charge imposed on customers who return a product, typically to cover the costs of processing and restocking the item. Be transparent about any restocking fees in your return policy and consider whether they are necessary for your business.
  • Return Window: The time frame during which customers can return a product after purchase, usually specified in your return policy. Clearly communicate your return window to customers and consider offering a generous time frame to encourage customer satisfaction and repeat purchases.
  • Refund Policy: The terms and conditions under which a customer can receive a refund for a returned product, including the refund method and any deductions for fees or shipping costs. Provide a clear and fair refund policy to build trust with your customers and minimize disputes.

Develop comprehensive and customer-friendly return policies that balance your business needs and customer satisfaction. Don’t forget to train your customer service team to handle customer queries professionally, empathetically, and efficiently. Continuously monitor and improve your customer service performance by measuring key metrics like response time, resolution rate, and customer satisfaction. Be transparent with customers about any fees or conditions associated with returns, and ensure that this information is easily accessible on your website. Such simple advice could help you be transparent with customers with any product-related services.

Marketing and Promotions

  • Search Engine Optimization (SEO): The process of optimizing your website and product listings to improve their visibility on search engines like Google. Effective SEO can drive organic traffic to your site and increase sales.
  • Pay-Per-Click (PPC) Advertising: A form of online advertising where you pay a fee each time someone clicks on your ad. PPC campaigns can drive targeted traffic to your site, but it’s essential to optimize your ads and manage your budget effectively.
  • Email Marketing: A marketing channel that involves sending promotional messages and newsletters to a group of subscribers via email. Email marketing can help you build relationships with customers, promote special offers, and encourage repeat purchases.
  • Content Marketing: The creation and distribution of valuable, relevant, and engaging content to attract and retain customers. Content marketing can include blog posts, videos, infographics, and social media posts, helping to drive organic traffic and build your brand.
  • Social Media Marketing: Promoting your products and engaging with customers through social media platforms like Facebook, Instagram, and Twitter. Social media marketing can help you reach new audiences, build brand awareness, and encourage customer loyalty.
  • Influencer Marketing: Partnering with influencers or content creators who have a large and engaged following on social media to promote your products. Influencer marketing can help you reach new customers and build trust through social proof.
  • Retargeting: A form of online advertising that targets users who have previously visited your website but did not make a purchase. Retargeting can help you re-engage potential customers and increase conversion rates.
  • Promotional Campaigns: Time-limited marketing initiatives that offer special deals, discounts, or incentives to encourage customers to make a purchase. Promotional campaigns can help you boost sales, clear out inventory, or create a sense of urgency.

Legal and Tax Considerations

  • Business Structure: The legal framework under which your e-commerce business operates, such as a sole proprietorship, partnership, or corporation. Your business structure affects your personal liability, taxes, and regulatory requirements.
  • Sales Tax: A tax imposed on the sale of goods and services, typically collected by the seller and remitted to the appropriate government agency. Sales tax regulations vary by location and can be complex, especially for online sellers who sell to customers in multiple jurisdictions.
  • Value Added Tax (VAT): A consumption tax levied on goods and services in many countries, typically added to the price of a product at each stage of the production and distribution process. Online sellers need to be aware of the VAT requirements for each country they sell to and ensure they are compliant.
  • Intellectual Property (IP): The legal protection granted to creators of original works, such as patents for inventions, trademarks for brand names and logos, and copyrights for creative works. Be mindful of IP rights when creating and selling products to avoid infringement issues.
  • Privacy Policy: A legal document that outlines how your e-commerce business collects, uses, and protects customer data. It is essential to have a clear and compliant privacy policy in place to ensure customer trust and meet regulatory requirements.
  • Terms and Conditions: The legal agreement between you and your customers that outlines the rules and guidelines for using your e-commerce website and purchasing products. Ensure your terms and conditions are clear, easily accessible, and cover essential topics like payment, shipping, and returns.
  • Cross-Border Trade: The process of selling products to customers in other countries. Cross-border trade can open up new markets for your business but also involves navigating complex legal, tax, and regulatory requirements.


Navigating the world of e-commerce can be complex, but understanding the essential jargon in various aspects of the industry is crucial for running a successful online business. In this blog post, we’ve decoded essential terms related to online marketplaces, key e-commerce metrics, product listing optimization, shipping and fulfillment, payment processing and security, customer service, and return policies, marketing and promotions, and legal and tax considerations.

By familiarizing yourself with these terms, you can make more informed decisions, streamline your operations, and ultimately, achieve better results in your e-commerce business. As you continue to grow and evolve, stay up-to-date with the latest industry trends and best practices to remain competitive and provide a seamless, satisfying experience for your customers.

Remember, the key to success in the e-commerce is not only understanding the jargon but also strategically implementing the best practices associated with each area. Keep learning, stay adaptable, and continuously optimize your business processes to thrive in the ever-changing e-commerce landscape.