The ultimate WooCommerce guide: from installation to conversion

WooCommerce is the world's most popular e-commerce solution. With a market share of 28% of all online stores worldwide, it's the go-to choice for anyone wanting to start an online shop. Whether you're selling handmade products, running a large online store, or offering digital downloads - WooCommerce can handle it. But why is WooCommerce so popular? It's free, infinitely customizable, and builds on WordPress. You have complete control over your webshop without monthly license fees. And with thousands of plugins and themes, you can build exactly the store you envision. In this ultimate guide, you'll learn everything about WooCommerce. From initial installation to advanced conversion optimization. We'll specifically cover the Dutch situation: iDEAL payments, VAT settings, PostNL integration, and more. After reading this guide, you'll know exactly how to set up a professional webshop ready to sell. ## Installing WooCommerce: the first steps Installing WooCommerce is surprisingly simple. You do need a WordPress website as a foundation. Don't have one yet? Check our [WordPress guide](/nl/wordpress) first to install WordPress. ### Installing the plugin Log in to your WordPress admin (usually your-domain.com/wp-admin). Go to Plugins > Add New. Search for "WooCommerce" and click "Install Now" on the official WooCommerce plugin by Automattic. After installation, click "Activate". The WooCommerce setup wizard starts automatically. This wizard helps with basic settings. You can also restart it later via WooCommerce > Home > Setup wizard. ### Running through the setup wizard The wizard asks for various information. Enter your business address (this determines taxes and shipping options). Choose your country: Netherlands or Belgium. This is important for VAT calculations. Choose your business sector. This helps WooCommerce with recommendations. For most webshops, "Other" suffices. At "What products do you sell?" you can choose between physical products, digital downloads, or both. The wizard asks if you want to install free themes. You can skip this if you already have a theme. Otherwise, Storefront is a good choice - the official WooCommerce theme. ### Checking basic settings After the wizard, check the settings. Go to WooCommerce > Settings. Here you'll find tabs for different sections: General, Products, Shipping, Payments, Accounts, Emails, and Advanced. For now, you only need to check the general settings. We'll cover the rest in detail later. Check if your store address is correct and if the currency is set to Euro (€). The basics are set. Now let's actually set up the store for the Dutch market. ## Optimizing store settings for the Netherlands WooCommerce works worldwide, but specific settings are important for Dutch webshops. Especially VAT, currency, and location settings need attention. ### General settings Go to WooCommerce > Settings > General. Here you set up the basics of your store. **Store address:** Enter your complete business address. This is used for tax calculations and shipping options. It also appears on invoices and emails. **Selling to:** Here you can choose where you sell. "Sell to all countries" is the most open option. But if you only sell in the Netherlands and Belgium, choose "Sell to specific countries". This prevents confusion for international visitors. **Shipping to:** Usually the same as "Selling to". But you could, for example, sell throughout Europe but only ship to the Benelux. **Default customer location:** Set to "Shop location" or "No location by default". This determines which VAT rate is shown before a customer enters an address. ### Currency settings Scroll down to currency settings. These are crucial for a professional appearance. **Currency:** Set to Euro (€). This is the only logical choice for Dutch webshops. **Currency position:** Choose "Left with space (€ 99,99)". This is the Dutch standard. Other options like "$99.99" are American and feel unnatural for Dutch visitors. **Thousand separator:** Period (.). For €1.000,00 we use a period in the Netherlands. **Decimal separator:** Comma (,). For €99,99 we use a comma. **Number of decimals:** 2. Cents are important for exact payments. These settings ensure prices look Dutch: €49,95 instead of $49.95 or € 49.95. ### Configuring VAT settings VAT is complex but crucial. WooCommerce can calculate VAT automatically, but you must set it up correctly. Go to WooCommerce > Settings > Tax. Check "Prices entered with tax" if you display prices including VAT (standard in the Netherlands). Or "Prices entered exclusive of tax" for B2B shops. Choose what prices are based on: shop address or customer address. For Dutch webshops, you usually use "Customer address". VAT is calculated based on where the customer lives. Click on "Standard rates" and add VAT rates: - Netherlands: 21% (standard rate) - Belgium: 21% (standard rate) - Other EU countries: their respective rates For reduced rate (9% in NL, for example for books) you create a "Reduced rate" class. **Note:** VAT rules are complex, especially for international sales. When in doubt, consult an accountant or tax advisor. ## Payment methods for Dutch webshops Payment methods make or break your conversion. Dutch consumers expect iDEAL. Without iDEAL, you'll sell almost nothing in the Netherlands. ### Mollie: the best choice for the Netherlands Mollie is by far the most popular payment provider for Dutch webshops. And rightly so. They offer all Dutch payment methods, have low costs, and integrate perfectly with WooCommerce. **Why Mollie:** - iDEAL (mandatory for NL webshops) - Bancontact (mandatory for Belgian customers) - Credit card (Visa, Mastercard, Amex) - Klarna and Riverty (buy now pay later) - PayPal, Apple Pay, Google Pay - No startup costs, no subscriptions - Only pay transaction fees **Mollie costs:** - iDEAL: €0,29 per transaction - Credit card: 1,8% + €0,25 - Bancontact: €0,29 - Klarna: 3,29% per transaction **Installing Mollie:** Install the "Mollie Payments for WooCommerce" plugin. Go to Plugins > Add New, search "Mollie" and install the official plugin. Create an account at mollie.com. Go through verification (you need Chamber of Commerce number and bank details). This takes 1-2 business days. After approval, go to your Mollie dashboard. Click "Developers" and copy your API key. In WordPress, go to WooCommerce > Settings > Payments. Click "Mollie" and paste your API key. Select which payment methods you want to activate. For Dutch shops: at minimum iDEAL, credit card, and PayPal. For Belgian customers: also Bancontact. Test the payments. Mollie has a test mode. Enable this and make a test order. Mollie offers test credit cards and iDEAL simulation. ### Stripe: international alternative Stripe is popular for international webshops. It works worldwide and is very professional. But for purely Dutch shops, Mollie is more convenient. **Why Stripe:** - Active worldwide in 40+ countries - Advanced fraud protection - Excellent documentation and API - Recurring payments (subscriptions) - Apple Pay and Google Pay **Stripe costs:** - Credit card: 1,5% + €0,25 (European cards) - iDEAL: €0,29 - Sofortüberweisung, Giropay, etc. **Disadvantages for NL:** - No Bancontact - Fewer Dutch payment methods - Support in English (no Dutch) **Installing Stripe:** Install the "WooCommerce Stripe Payment Gateway" plugin. This is an official plugin by WooCommerce itself. Create an account at stripe.com. Go through verification (Chamber of Commerce and bank details here too). Stripe verification is often faster than Mollie (within 24 hours). Get your API keys via Stripe dashboard > Developers > API keys. You need a "Publishable key" and "Secret key". Copy both. Go to WooCommerce > Settings > Payments > Stripe. Paste both keys. Activate the payment methods you want to accept. ### PayPal: known but not ideal You probably know PayPal. It's known to consumers but not popular in the Netherlands. Still, it's good to offer it as an extra option. **Why PayPal:** - International recognition - Buyer protection gives trust - Express checkout (fast checkout) **Disadvantages:** - Expensive: 3,4% + €0,35 per transaction - Lower conversion in NL (people prefer iDEAL) - Sometimes slow payouts - Customers can dispute transactions **Installing PayPal:** WooCommerce has standard PayPal support. Go to WooCommerce > Settings > Payments. Click PayPal and enter your PayPal email address. For a professional setup, use "PayPal Commerce". This is the modern PayPal integration with better checkout experience. Install the "WooCommerce PayPal Payments" plugin. ### Buy now pay later: Klarna and Riverty Buy now pay later increases conversion, especially for large purchases. Customers have a lower purchase threshold if they first receive, then pay. **Klarna:** Klarna is popular with consumers. "Pay in 3 installments" or "Pay later" increases conversion by 20-30%. Klarna works via Mollie. Activate Klarna in your Mollie dashboard. You must be approved by Klarna for this (not automatic). They check your business and products. **Costs:** 3,29% per transaction via Mollie. **Riverty (formerly AfterPay):** Riverty is another buy now pay later system. It works similar to Klarna. Riverty also requires approval. Riverty also integrates via plugins. The official "Riverty for WooCommerce" plugin installs all necessary functionality. **Note:** Buy now pay later increases conversion but also return risk. Ensure clear return conditions. ## Setting up shipping options for the Netherlands Shipping is crucial for webshops. Most Dutch consumers buy from shops with free shipping. But free doesn't always mean profitable. ### Creating shipping classes Shipping classes help with complex shipping. You can use different rates for different products. Go to WooCommerce > Settings > Shipping > Shipping classes. Click "Add shipping class". **Shipping class examples:** - Standard (normal packages) - Heavy (large/heavy products) - Fragile (extra packaging needed) - Large (furniture, bulky items) Per product you assign a shipping class. When creating a product, scroll to "Shipping" and select the class. ### Configuring shipping methods Go to WooCommerce > Settings > Shipping. Click "Add shipping zone". Shipping in WooCommerce works with zones. **Shipping zone Netherlands:** Name: "Netherlands". Region: select "Netherlands". Click "Add shipping method". **Flat rate shipping:** Flat rate means fixed rate. €5,95 shipping, regardless of product. This is simple and clear for customers. Choose "Flat rate" and enter €5,95. Give it a name customers see: "Standard shipping (1-3 business days)". **Free shipping:** Add "Free shipping". Set a minimum order value. For example: free shipping from €50,-. This stimulates higher orders. Customers buy just that extra product to get free shipping. **Table rate shipping (based on weight):** For webshops with highly variable products, weight-based shipping is fairer. Shipping a book costs less than a suitcase. For this you need a plugin: "Table Rate Shipping for WooCommerce" (official WooCommerce extension, €79/year). With table rate you set up: - 0-1kg: €4,95 - 1-5kg: €6,95 - 5-10kg: €9,95 - 10kg+: €14,95 ### PostNL integration PostNL is the standard shipper in the Netherlands. Integration with PostNL saves time processing orders. **MyParcel plugin (recommended):** MyParcel is a shipping platform that works with PostNL, DHL, DPD and more. The "MyParcel for WooCommerce" plugin is free and very popular. Install the plugin and create an account at myparcel.nl. Link your PostNL account (or create one). MyParcel negotiates rates for you. **MyParcel advantages:** - Automatically print labels - Track & trace codes - Shipping notifications to customers - Parcel point choice in checkout - Generate return labels After installation you see a "MyParcel" button at every WooCommerce order. One click = shipping label. ### DHL integration DHL is an alternative to PostNL. For international shipments often cheaper and faster. **Official DHL plugin:** Install "DHL for WooCommerce" plugin. Create a DHL business account. This requires a DHL contract (not for hobbyists). DHL works similar to PostNL. You generate labels from WooCommerce. Track & trace is automatically sent to customers. **When DHL:** - Many international shipments - Faster delivery Europe - B2B customers (DHL is more professional) For small webshops, PostNL via MyParcel is more convenient. DHL only pays off with high volume. ### Optimizing shipping rules **Free shipping strategy:** Free shipping increases conversion by 30-50%. But it can't eat your margin. Calculate your average shipping costs and average order value. Example: shipping costs you €4,50 on average. Average order value is €35. Set free shipping from €50. Customers order more, you earn more, and shipping is "free". **Offering multiple options:** Give customers choice: - Standard: €5,95 (2-5 business days) - Express: €8,95 (next business day) - Pickup: €0 (pick up at location) Choice increases customer satisfaction. Those in a hurry pay extra. Those with patience choose standard. ## Adding products: from simple to complex Products are the heart of your webshop. WooCommerce supports different product types. We'll cover them all. ### Simple products Simple products are standard products. One price, one variant. A book, a bag, a candle. **Adding product:** Go to Products > Add New. Enter the product name: "Organic green tea 100g". Write a product description. This is your sales copy. Tell why this product is great. Use short paragraphs and bullet points. Scroll to "Product data". Type is set to "Simple product". Enter the price: €12,95 (regular price). Want sale prices? Then also fill "Sale price": €9,95. **Setting SKU:** SKU is your internal product code. For example: "TEA-GRN-100". This helps with inventory management and reports. Not mandatory, but professional. **Managing inventory:** Check "Manage stock?" Enter current stock: 50. WooCommerce automatically deducts upon sale. At 0 the product is "Out of stock". Set a "Low stock threshold": 5. You get a notification when stock is low. **Shipping:** Enter weight: 0.1 (kg). And dimensions: 20 x 15 x 3 (cm). This is needed for shipping cost calculation. ### Variable products Variable products have multiple variants. A T-shirt in sizes S, M, L, XL. Shoes in different colors. **Creating attributes:** First you create attributes. Go to Products > Attributes. Click "Add attribute". Name: "Size". Slug: "size". Click "Add attribute". Now click "Configure terms". Add values: S | M | L | XL | XXL (separate with |). Click "Add". Do the same for color: Black | White | Blue | Red. **Creating variable product:** Create a new product: "Basic T-shirt". At "Product data" choose "Variable product". Scroll to "Attributes" tab. Click "Add" and select "Size". Check "Used for variations". Select all values: S, M, L, XL, XXL. Do the same for "Color". Go to "Variations" tab. Click "Generate variations". WooCommerce automatically creates all combinations: S Black, S White, S Blue, etc. **Setting variations:** Click on a variation to expand it. For example "S - Black". Enter price: €19,95. Enter SKU: TSHIRT-S-BK. Enter stock: 25. Do this for each variation. You can also use bulk actions. Select multiple variations and choose "Set regular price": €19,95. This is faster with many variations. **Variation images:** Per variation you can upload a unique image. For color variants this is essential. Customers want to see the blue shirt, not just the black one. ### Grouped products Grouped products are sets of loose products. For example: a wine set with 3 bottles. Customers can choose quantity per bottle. **Creating grouped product:** First create the loose products: "Red wine A", "Red wine B", "White wine C". Each as Simple product with own price. Then create the grouped product: "Wine tasting package". At type choose "Grouped product". Scroll to "Grouped products". Search for the three wine products and add them. On the product page, customers see all three wines with a quantity selector per wine. They pay the sum of their choices. ### Virtual and downloadable products Virtual products are non-physical products without shipping. Online courses, services, consultancy. Downloadable products are digital files. E-books, software, music, templates. **Virtual product:** Create a Simple product. Check "Virtual". The shipping section disappears. No address is asked at checkout. **Downloadable product:** Create a Simple product. Check "Downloadable". Upload your file (PDF, ZIP, MP3, etc.). Set "Download limit": how many times can a customer download? 5 is reasonable. -1 = unlimited. Set "Download expiry": how many days after purchase does the download remain available? 30 days is standard. After payment, the customer receives an email with download link. This is secured and unique per order. ### Optimizing product images Images make or break your conversion. Bad photos = no sales. **Number of images:** Minimum 4 images per product. Preferably 6-8. Different angles, close-ups, context shots. **Image specifications:** - Format: square (1000x1000px or 2000x2000px) - File type: JPG (for photos), PNG (for graphics) - File size: max 200KB per image - Background: white works best for product photos **Optimization:** Use a plugin like "ShortPixel Image Optimizer" or "Imagify". These compress images automatically without quality loss. Non-optimized images slow down your site. And speed = conversion. **Alt text:** Fill in alt text for each image. "Organic green tea in glass jar". This helps SEO and accessibility. ## Optimizing WooCommerce performance A slow webshop loses customers. 40% of visitors leave a site that takes longer than 3 seconds to load. Performance is critical. ### Hosting requirements for webshops WooCommerce demands more from your hosting than standard WordPress. A blog hosts easily on €3/month shared hosting. A webshop doesn't. **Minimum specs:** - 2GB RAM (preferably 4GB) - PHP 8.0+ (8.1 or 8.2 recommended) - MySQL 5.7+ or MariaDB 10.3+ - SSD storage (no HDD) - LiteSpeed or Nginx (better than Apache) **Why webshops demand more:** WooCommerce runs many database queries. At each product page: get price, check stock, load related products, get reviews. At checkout: calculate VAT, get shipping costs, check stock, call payment gateway. Shared hosting with 200 other sites on one server can't handle this. **Recommended hosting for webshops:** Check our [best hosting for webshops](/nl/blog/beste-hosting-webshop) for detailed comparison. Briefly summarized: - **Budget:** Antagonist WooCommerce package (€9,95/mo) - optimized for webshops - **Midrange:** TransIP VPS with Plesk (€15/mo) - more control, dedicated resources - **High-end:** Vimexx Managed VPS (€35/mo) - fully managed, fast support Never choose standard shared hosting of €3/month for a webshop. You save €5 but lose customers through slow site. ### Database optimization WooCommerce uses database intensively. After months of sales, your database grows. Old logs, spam comments, transient data fill it up. **WP-Optimize plugin:** Install "WP-Optimize". This plugin cleans your database. It removes: - Old post revisions - Spam comments - Transient data - Orphaned metadata Run weekly optimization. Set up an automatic schedule. **Database indexes:** WooCommerce automatically creates indexes. But custom queries may need more indexes. If your site is slow, check database indexes. For advanced users: use Query Monitor plugin to identify slow queries. **Cleaning sessions:** WooCommerce stores sessions in the database. With many visitors these pile up. Sessions older than 48 hours can go. Add this to wp-config.php: ```php define('WC_SESSION_CACHE_GROUP', 'session_cache'); ``` This caches sessions in memory (Redis/Memcached) instead of database. ### Caching for WooCommerce Caching is essential. But WooCommerce has dynamic content. Product prices, stock, cart content - this can't be cached. **Page caching:** Product pages can be cached. But not the cart, checkout, or account pages. Good caching plugins know this. **LiteSpeed Cache (best choice):** If you have LiteSpeed hosting ([compare providers](/nl/vergelijk)), use LiteSpeed Cache plugin. It's specially built for WooCommerce. LiteSpeed caches product pages but excludes cart/checkout automatically. It also has a "private cache" for logged-in users. **WP Rocket (alternative):** WP Rocket (€49/year) is a premium caching plugin with WooCommerce support. It automatically excludes cart, checkout, and account pages. WP Rocket also has built-in lazy loading, database optimization, and CSS/JS minification. **Object cache (Redis/Memcached):** For busy shops, object cache is essential. Redis caches database queries in memory. This speeds up WooCommerce enormously. Your hosting must support Redis. Then install "Redis Object Cache" plugin. One click and your queries are 10x faster. ### Optimizing cart fragments Cart fragments are a notorious WooCommerce bottleneck. At every page, WooCommerce checks cart content. This happens via AJAX. **Why this is slow:** Every page makes an AJAX request: "admin-ajax.php?action=woocommerce_cart". This hits the database. With many visitors, bottlenecks arise. **Solution 1: Disable cart fragments:** For webshops without mini-cart in header, you can disable cart fragments. Add to functions.php: ```php add_action('wp_enqueue_scripts', function() { wp_dequeue_script('wc-cart-fragments'); }, 999); ``` **Note:** This disables the mini-cart counter. Only do if you don't have cart in header. **Solution 2: Cache cart fragments:** Plugins like "Disable Cart Fragments" let you cache cart fragments for 1-2 minutes. The cart isn't real-time but much faster. For most shops, 1 minute delay is acceptable. Customers don't notice. ### Using CDN for images Product images are large. A product with 6 images of 200KB each = 1.2MB. With 50 products on a category page = chaos. **Cloudflare CDN (free):** Cloudflare has a free CDN. It caches images on servers worldwide. Visitors load from the nearest server. Create an account at cloudflare.com. Add your domain. Change your nameservers (Cloudflare gives instructions). Done. Cloudflare automatically caches images. No plugin needed. **Image CDN plugins:** Plugins like "Jetpack" or "EWWW Image Optimizer" offer image CDN services. They host your images on their servers and optimize automatically. For webshops with many products, this can halve load time. ## Essential WooCommerce plugins WooCommerce itself is basic. For a professional webshop you need plugins. But not too many - each plugin slows your site. ### Generating PDF invoices Customers expect invoices. Especially B2B customers. And for your administration you need them. **WooCommerce PDF Invoices & Packing Slips:** The most popular invoice plugin (1+ million installations). Free and simple. After installation go to WooCommerce > Settings > PDF Invoices. Upload your logo, fill in your business details (Chamber of Commerce, VAT number). Customers automatically receive a PDF invoice by email after order. You can download invoices via the orders page. **Customizer Add-On:** The free version is basic. For advanced styling (colors, fonts, extra fields) you buy the "Customizer" add-on (€79). ### Product filters for category pages Customers want to filter: by price, color, size, brand. Without filters they scroll endlessly. **WOOF - Products Filter:** WOOF is a powerful filter plugin. Free version offers basic filters. Premium (€39) has advanced options. After installation you add filters via widgets or shortcodes. Filters appear in your sidebar or above products. Customers can filter on: - Price range (slider) - Categories - Tags - Attributes (color, size, material) - Stock status **FacetWP (premium):** For advanced shops, FacetWP (from $99/year) is the best choice. It's lightning fast, highly customizable, and works with custom post types. ### Sales funnels with CartFlows CartFlows optimizes your checkout. It adds upsells, downsells, and order bumps. This increases your average order value. **CartFlows basic (free):** After installation you create a "flow". A flow is a series of steps: landing page > checkout > upsell > thank you page. On the checkout page you add "order bumps": small extra products customers can add with one click. "Add insurance for €2,95". 15-20% of customers click here. After checkout comes the upsell page: "Add this product to your order with 30% discount". This is a one-click upsell. Customers don't have to re-enter payment details. **CartFlows Pro ($299/year):** Pro version has A/B testing, analytics, dynamic offers, and more templates. A must for serious shops. ### Abandoned cart recovery 70% of shopping carts are abandoned. Customers add products but don't buy. With abandoned cart emails you win back 10-15%. **Abandoned Cart Lite for WooCommerce:** Free plugin that sends emails to customers who abandoned their cart. You set when emails are sent: - 1 hour after abandonment: "You forgot something in your cart!" - 24 hours later: "Your products are still waiting" - 3 days later: "Last chance + 10% discount" The plugin tracks which emails deliver conversion. You see exactly which email series works. **Premium alternatives:** Plugins like "CartBounty" or "YITH WooCommerce Recover Abandoned Cart" (€99) have advanced features: exit-intent popups, SMS notifications, Facebook Messenger integration. ### Review plugins Reviews increase conversion by 20-30%. Customers trust other customers more than your sales copy. **WooCommerce built-in reviews:** WooCommerce has basic review functionality. Customers can leave stars and text. This works but is basic. **Customer Reviews for WooCommerce:** Free plugin that extends reviews. Features: - Review reminders via email - Review incentives (discounts for reviews) - Media uploads (customers upload photos) - Review moderation - Import reviews from other platforms **Judge.me (SaaS):** Judge.me (from $15/mo) is an external review service. It has automatic review requests, rich snippets for SEO, and photo reviews. It's a SaaS, not a plugin. You connect it to WooCommerce via API. ## Security for webshops: protect your customers Webshops store sensitive data: names, addresses, payment details. Security is not optional. ### SSL certificate is mandatory Without SSL, customers can't pay. Browsers show "Not secure" on sites without SSL. That kills conversion. **Installing SSL:** Most hosts offer free SSL (Let's Encrypt). Activate this in your hosting control panel. At Plesk: Websites & Domains > your domain > SSL/TLS Certificates > Install free certificate. After installation, force HTTPS. Go to WooCommerce > Settings > Advanced > Page setup. Select "Force secure checkout". Also install "Really Simple SSL" plugin. This plugin enforces HTTPS on your entire site and solves mixed content issues. ### PCI compliance basics PCI DSS is a security standard for sites accepting credit cards. Full compliance is complex. Basic rules are essential. **What is PCI DSS:** Payment Card Industry Data Security Standard. Requirements for secure processing of credit card data. **Good news:** If you use Mollie, Stripe, or PayPal, you DON'T process credit card data yourself. Customers enter details on Mollie/Stripe pages. You only see a confirmation. This is called "offloading payment processing". You're not responsible for PCI compliance - Mollie/Stripe are. **What you MUST do:** - Use SSL (see above) - Secure passwords (see below) - Keep software up-to-date - Make regular backups ### Protecting customer data Your database contains names, addresses, emails. You must protect this. **Change database prefix:** Standard WordPress database prefix is "wp_". Hackers know this. Change it to something unique: "dfg7h_" or "wp_klj23_". You do this during WordPress installation. Or with a plugin: "Change DB Prefix". **Database user permissions:** Your database user should only have access to your database. Not to other databases on the server. Your host usually configures this correctly, but check it. **Backups:** Daily backups are essential. If you're hacked, or your database corrupts, you restore from backup. Use "UpdraftPlus" plugin. Set up daily backups to Google Drive or Dropbox. Keep at least 7 days of backups. ### GDPR for webshops GDPR (AVG in Dutch) is EU legislation for privacy. Webshops must comply with strict rules. **Cookie consent:** Required for all sites with cookies. WooCommerce uses cookies for the cart. Install "Complianz GDPR/CCPA Cookie Consent" plugin. The free version works for most shops. Set up your cookies and generate a cookie banner. **Privacy policy:** Mandatory. Explain what data you collect and why. WooCommerce has a generator: Privacy > Privacy Policy > Create page. Adapt the generated text for your situation. Mention which payment providers you use (Mollie, Stripe) and what data you share. **Data deletion:** Customers have the right to have their data deleted. WooCommerce has tools for this: Tools > Personal Data Removal. **Note:** Keep financial records for 7 years (tax obligation). Remove personal data, but keep anonymous transaction data for administration. ### Regular updates and monitoring Outdated software is the #1 cause of hacks. **Updates:** Update WooCommerce, WordPress, and plugins monthly. Turn on automatic updates for security patches. Go to Dashboard > Updates. Check "Enable automatic updates" for plugins and themes. **Security plugin:** Install "Wordfence Security". It scans your site for malware, blocks brute force attacks, and sends alerts for suspicious activity. The free version is sufficient for small shops. Premium ($119/year) has real-time updates and advanced features. ## Conversion optimization: more sales Building a webshop is step 1. Selling is step 2. Conversion optimization is the difference between 1% and 4% conversion. ### Checkout optimization Most customers abandon during checkout. Each extra step loses 10-20% of customers. **One-page checkout:** Standard WooCommerce checkout has multiple steps. Plugins like "CheckoutWC" ($99/year) make it one page. All fields on one page. Customers immediately see the total price. This increases conversion by 10-30%. **Allow guest checkout:** DON'T force account creation. Many customers want to quickly checkout without account. Go to WooCommerce > Settings > Accounts & Privacy. Check "Allow customers to place orders without an account". **As few fields as possible:** Each extra field loses conversion. Only ask essential data: - Name - Email - Address - Phone (optional!) - Payment method Fields like "Company name" make optional unless you sell B2B. **Checkout field editor:** "Checkout Field Editor for WooCommerce" plugin lets you remove, add, or require fields. ### Trust badges and social proof Customers are distrustful online. Trust badges reduce doubt. **Where to place trust badges:** - Next to "Add to cart" button - In footer - On checkout page **Which badges:** - iDEAL logo (mandatory in NL) - SSL/secure payment - Free shipping (if you offer this) - Money-back guarantee - Customer reviews (number of stars) **Trust badges plugin:** "Trust Badges for WooCommerce" plugin automatically adds badges. You can upload own badges or choose from library. **Show customer reviews:** Show reviews prominently on product pages. "4.8 stars from 240 reviews" builds trust. Place best reviews at top. Hiding negative reviews is tempting, but authenticity wins. Sites with only 5-star reviews feel fake. ### Upsells and cross-sells Increase your average order value with smart product suggestions. **Upsells:** More expensive alternatives. Customer viewing a €50 bag? Show a €75 premium version with "better quality leather". Set upsells per product: edit product > scroll to "Linked Products" > select upsell products. Upsells appear on product page: "You may also be interested in". **Cross-sells:** Related products. Customer buying a camera? Suggest SD card, bag, tripod. Set cross-sells via "Linked Products" (same place as upsells). Cross-sells appear in cart. **Related products:** WooCommerce automatically shows related products based on categories and tags. This works reasonably, but manual selection works better. **Bundles:** Offer bundles with discount. "Camera + bag + SD card" for €299 instead of €350 separately. This significantly increases AOV. Use "WooCommerce Product Bundles" plugin ($49/year) for advanced bundles. ### Abandoned cart recovery tactics We already covered abandoned cart plugins. Here are tactical tips for the emails. **Email 1 - 1 hour after abandonment:** Subject: "You forgot something in your cart 🛒" Short email. Remind customer of products. Show product images. Link directly to cart (with products in it). No discount. Customer might just be distracted. **Email 2 - 24 hours later:** Subject: "Your products are still waiting!" Slightly more urgent. Mention any low stock: "Only 3 items left of product X". Offer help: "Have questions? Reply to this email." Still no discount. **Email 3 - 3 days later:** Subject: "Last chance: 10% discount on your cart" Now you offer discount. Make it urgent: "Code expires in 24 hours". This is your last attempt. After this you let it go. **Conversion rate:** Email 1: 3-5% conversion. Email 2: 2-3%. Email 3: 5-8% (because of discount). Total you win back 10-15% of abandoned carts. ## Setting up analytics and tracking You can't improve what you don't measure. E-commerce tracking is essential. ### Google Analytics 4 for webshops Google Analytics 4 (GA4) is the new standard. It tracks customer behavior through your entire funnel. **Setting up GA4:** Create a GA4 property at analytics.google.com. Get your Measurement ID: G-XXXXXXXXXX. Install "Site Kit by Google" plugin. Connect your Google account. Select your GA4 property. Site Kit automatically adds tracking code. Done. **Activate e-commerce tracking:** Go to WooCommerce > Settings > Integration. Check "Enable e-commerce tracking". This sends transaction data to GA4: products sold, revenue, transactions. ### Enhanced e-commerce tracking Enhanced e-commerce tracks deeper data: product impressions, add-to-carts, checkout steps, product clicks. **Why important:** You see where customers drop off. Many add-to-carts but few checkouts? Your cart page has a problem. Many product views but few add-to-carts? Your product page doesn't convince. **Setting up with MonsterInsights:** "MonsterInsights" plugin (from $199/year) installs enhanced e-commerce automatically. It's the easiest solution. After installation go to Insights > Settings > eCommerce. Check "Use Enhanced eCommerce". MonsterInsights shows dashboards in WordPress: top products, conversion rate, average order value. **Free alternative:** "Enhanced Ecommerce for WooCommerce" plugin (free) does the same without premium. You must manually configure GA4. For techies no problem, for beginners MonsterInsights is easier. ### Tracking important metrics What should you measure? **Conversion rate:** Visitors who buy. 2% is average for webshops. Under 1% is bad. Above 3% is good. Calculate: (transactions / visitors) x 100. **Average order value (AOV):** Average order. €50 is reasonable for small shops. €100+ is good. Increase AOV with upsells, free shipping threshold, bundles. **Cart abandonment rate:** Percentage of carts abandoned. 70% is average. Under 60% is good. Lower with abandoned cart emails, better checkout, trust badges. **Revenue per visitor (RPV):** How much each visitor earns on average. Calculate: (total revenue / total visitors). €1-€2 RPV is reasonable. €5+ is excellent. ## Choosing WooCommerce themes Your theme is the face of your webshop. Choose carefully. ### Storefront: the official WooCommerce theme Storefront is made by WooCommerce itself. It's optimized for WooCommerce performance and compatibility. **Advantages:** - Free - Lightning fast - Always compatible with WooCommerce updates - Clean design - Good starting point for custom design **Disadvantages:** - Basic design without customization - Looks "standard" - Limited layout options Storefront is perfect for starters or if you have a developer who customizes it. ### Flatsome: popular premium option Flatsome is the most popular WooCommerce theme ($59 on ThemeForest). 250,000+ sales. **Advantages:** - Drag & drop page builder - Hundreds of demo layouts - Mega menus - Fast and optimized - Good support **Disadvantages:** - Overload of options (intimidating) - Some demos load slowly due to too many features Flatsome is great for non-coders who want a professional shop without developer. ### Flavor: modern alternative Flavor is a newer theme (€89) focused on modern, minimalistic shops. Perfect for lifestyle brands. **Advantages:** - Modern design - Fast (no bloat) - Focus on conversion - Mobile-first **Disadvantages:** - Fewer demos than Flatsome - Smaller community Check our [webshop themes guide](/nl/kennisbank/wordpress-themes-webshop) for more options and comparisons. ## Avoiding common mistakes Everyone makes mistakes. Learn from others and avoid these. ### Installing too many plugins Each plugin slows your site. 30+ plugins is too much. Focus on essentials. **Essential plugins for webshops:** - Caching (LiteSpeed Cache or WP Rocket) - Security (Wordfence) - Backups (UpdraftPlus) - SEO (Rank Math or Yoast) - PDF invoices - Abandoned cart recovery Everything more is luxury. Ask yourself: do I REALLY need this? ### Choosing bad hosting €3/month shared hosting seems attractive. But your webshop loads in 5 seconds. You lose 50% conversion. Invest in good hosting. €10-€20/month is sufficient for most shops. For busy shops: VPS from €30/month. Check [best hosting for webshops](/nl/blog/beste-hosting-webshop) or [compare providers](/nl/vergelijk). ### Not making backups "It won't happen to me." Until it happens. Your site gets hacked, database corrupts, or you make a fatal error. Without backup you lose everything. Make daily backups. Automatically. To external location (Google Drive, Dropbox). ### Not doing test orders You've set everything up. Payments, shipping, VAT, emails. Seems to work. But does it really? Do at least 5 test orders: - iDEAL payment - Credit card payment - Different shipping options - With and without coupon codes - As guest and as registered customer Check all emails: order confirmation, shipping notification, invoice. Is everything correct? VAT calculated correctly? Shipping costs right? Test before going live. Not afterwards. ### Unclear shipping costs Customers hate surprises at checkout. "€29 product + €15 shipping = cart abandoned". Mention shipping costs clearly on product pages. Or offer free shipping from a certain amount. Nothing is worse than high shipping costs at checkout. This is the #1 reason for cart abandonment. ## Frequently asked questions **Is WooCommerce really free?** Yes, WooCommerce itself is 100% free. But you do need hosting (€10-€30/mo), a domain (€10/year), and possibly premium plugins or themes. Total costs are €150-€500/year, depending on your choices. **Do I need a Chamber of Commerce number for a webshop?** Yes, in the Netherlands you're required to have a Chamber of Commerce registration if you sell professionally. Even as a hobbyist you often must register with the Chamber of Commerce. Check kvk.nl for exact rules. **Can I do dropshipping with WooCommerce?** Yes, WooCommerce works perfectly for dropshipping. You do need a dropshipping plugin like "AliDropship" (for AliExpress) or "Spocket" (European suppliers). Note: make clear that delivery times are longer with dropshipping. **How many products can WooCommerce handle?** WooCommerce scales to 10,000+ products without problems. For mega-shops (50,000+ products) you do need good hosting and database optimization. But for 99% of webshops WooCommerce is sufficient. **Does WooCommerce work with Bol.com or Amazon?** Yes, there are plugins that synchronize WooCommerce with Bol.com ("WooCommerce Bol.com Connector") and Amazon ("WP-Lister for Amazon"). You can manage orders and inventory centrally. **What about VAT for sales to Belgium/Germany?** For EU countries special VAT rules apply. Up to €10,000 sales per year you use the buyer's VAT rate (Belgium 21%, Germany 19%). Above €10,000 you must register for OSS (One Stop Shop). Consult an accountant for details. **Is WooCommerce better than Shopify?** Different pros and cons. WooCommerce: full control, cheaper long-term, but more technical knowledge needed. Shopify: everything arranged, but more expensive (€29-€299/mo) and less flexible. For Dutch shops WooCommerce is often better due to better local integrations (iDEAL, PostNL). **Can I create a webshop without technical knowledge?** With WooCommerce you need basic WordPress knowledge. If you've never worked with WordPress, first take time to learn WordPress. Or consider hiring a developer for initial setup. After setup, daily management (adding products, processing orders) is fairly simple. **How long does it take to build a WooCommerce shop?** For a basic shop: 1-2 days (installation, basic products, payments, shipping). For a full professional shop: 2-4 weeks (custom design, many products, advanced features, testing). Budget at least 40 hours of work, or €1,500-€5,000 if you have it done. **Do I really have to implement GDPR/AVG?** Yes, GDPR is legally required in the EU. You must have a privacy policy, cookie consent banner, and give customers the ability to view and delete their data. WooCommerce has built-in tools for this. Use a plugin like Complianz for the cookie banner. Fines for non-compliance can run up to €20 million or 4% of your turnover.