WooCommerce for Freelancers & Agencies: Is it Worth it for Us?

Michael Firnkes Updated on 20.10.2020
10 Min.
WooCommerce Agency
Last updated on 20.10.2020

Do you offer services for WordPress? Then you need to know about WooCommerce. The growing shopping market is an opportunity for all freelancers and agencies who operate in the open-source world. We'll show you new opportunities and business models for your organization.

The market is already full of providers ready to set up and administer online shops. But very few have developers in their ranks who actually have experience with WooCommerce. This is your opportunity! Are you part of the WordPress community? Have you already been working in the community for a few years? These are the two best prerequisites for adding online shops to your portfolio.

Note: You haven't worked with WooCommerce yet? Then check out our articles on the advantages and disadvantages of WooCommerce and cost calculation for the shop system .

WooCommerce: Shop system on the way up

Shop owners report time and time again how hard it is to find service providers and external staff. Developers for WordPress and WooCommerce are in demand. This expertise can therefore be marketed well and you can expect to charge realistic hourly rates to your customers. But you shouldn't underestimate the effort involved in setting up and maintaining a webshop.

Hiding behind innocent-looking sub-menu items in the backend of WooCommerce are functions that can easily cause hardly noticeable errors. For example, taxes might suddenly be calculated incorrectly. If WooCommerce and its plugins aren't correctly configured, the individual components can play off against each other. I'll recommend some more links for this later on.

Control options from WooCommerce
The sheer number of options for setting taxes is enough to overwhelm many users

My recommendation: set up one or more of your own WooCommerce shops first, regardless of whether they're just demos or you actually end up selling the products. The best way to get to know WooCommerce's features is to try them out. You won't be able to develop any plugins or themes for the shop system unless you know about the underlying processes.

Tip: Our tools for freelancers and agencies help you to keep track of the development process. These features include, among other things, easy-to-use staging, backups without a plugin, and free WooCommerce hosting.

The next step: Take over the maintenance of a smaller WooCommerce Shop, including adding new products. This way you can quickly learn more about related functions like order processing, shipping, payment, and the checkout.

Create products in WooCommerce
Adding products in WooCommerce just takes a little practice

Whichever way you choose to go, you should find out where your strengths lie in WooCommerce and WordPress. Are you the classic administrator? Do you prefer to develop? Do you love web design? Or do you see yourself in the planning role of project management? There is often very little overlap between these roles in the world of webshops as they quickly become very complex. In eCommerce, experts are more in demand than generalists. Your customers will quickly notice whether you put your heart and soul into the job or not.

Requirements for service providers

The running of an online shop requires not only technical expertise but also know-how in the following areas:

  • Online and tax laws
  • Logistics and accounting
  • Usability and web design
  • Online and content marketing, search engine optimization (SEO), performance measurement via Google Analytics and similar tools
  • Dissemination in social networks

Your customers will therefore confront you with all manner of questions. Think carefully in advance about which of the above packages you can provide yourself and which you'd honestly prefer to work together with other professionals on.

Below you'll find a list of areas you can work with WooCommerce in. If you're not a developer yourself but rather run an online shop, you can use the list to find out more about the quality of your service providers.

Maintenance of WooCommerce

Initially, most shop owners decide to maintain their webshop themselves. Any of the following situations can then quickly overwhelm shop owners:

  • The online shop is run parallel to a retail shop, which demands the owner's full attention.
  • They don't have the technical expertise, either in WordPress, WooCommerce or in general.
  • The shop is growing fast, many goods need to be added and updated at the same time and the volume of orders is getting unmanageable (see our Tips for high-performance WooCommerce hosting)

In all these cases, operators appreciate a service provider who takes over some or all of the administrative tasks. Usually, this would be Billing on the clock, but a monthly flat fee is also an option.

Billing on the clock is very convenient for your customers: High payments are only due when there is a lot of work to be done, which is ideally reflected in higher sales. With a flat rate, you as a service provider should specify in writing exactly which task packages are included and which are not.

Tip: Do not accept an assignment without a written contract. Clarify important questions regarding the scope of your work, the rights of use, and also liability. Your maintenance may to an unforeseeable breakdown of the shop. A WooCommerce or central plugin update, for example, could lead to an outage, and the costs will mount quickly. Every contract you enter should be checked by a legal firm.

Typical packages for content or technical maintenance include:

With all these tasks, you'll soon be confronted with questions that go beyond technical areas. Let's just take online law as a quick example: Is the proposed plugin GDPR-compliant? How exactly does the product page need to look to avoid legal warnings? Similar questions could arise for search engine optimization as well. Either you educate yourself here or you work together with suitable experts. You also need to clarify here who is liable for what and when.

Plugin development

You do need some experience to develop plugins for WordPress. Even more experience is needed to develop plugins for WooCommerce as these small tools quickly dig deep into the logic of the shop system. One faulty line of code and the checkout can stop working as it should. Or even worse, fees and taxes might not be calculated properly. If such errors are only discovered after some time has passed, which has certainly occurred in practice, shop owners are left with a lot of work on their hands correcting the fallout.

Depending on the solutions you're planning to offer, WooCommerce developers need to have a deeper understanding of areas such as accounting, tax law, or logistics. Your customers rightly expect your product to be not only technically perfect but also perfect in terms of content. If you're really not interested in the world of eCommerce, you should better look for another field to concentrate on.

What are the opportunities for WooCommerce plugins? The opportunities for WooCommerce plugins are promising. Depending on the area of application, the market may not be as large as it is for WordPress plugins but you can count on the following advantages:

  • WooCommerce plugins can usually be sold at higher prices than WordPress plugins.
  • Shop owners earn money with their portals. That's why they're prepared to invest more. In general, the share of professional operators is significantly higher than in the classic blogger environment.
  • Shop operators often have no technical expertise. This means that they need tools even for manageable use cases and won't be developing them themselves.
  • Security and stability are particularly important to webshop operators. For this reason, license agreements often remain in place for many years.

Have a look on WordPress.org for WooCommerce plugins. The download statistics will give you a good impression of what topics are particularly popular with users.

Tip: Read through the plugin support forums while you're there. Here you can see how complex the queries are depending on the topic - and how much effort you'd need to put in. This information must be included in your overall calculation and pricing.

Tools with added value or a unique selling proposition are typically found in the following areas:

  • The connection to payment or logistics service providers that operate in a local market where they have high or growing visitor numbers
  • Interfaces to systems such as accounting, merchandise management, analytics or CRM
  • Plugins concerned with new legal frameworks such as the General Data Protection Regulation (GDPR), which is especially relevant for webshops
  • Functions that are only required in certain target countries
  • Advanced marketing tools from the areas of newsletters, cross-selling, or SEO for WooCommerce

Finally, take a look at the tools with a pro version. Users aren't willing to spend money on every function. This way you can roughly calculate what the market chances are for your plugin idea. Keeping an eye on the Roadmap from WooCommerce is also recommended:

The developer blog from WooCommerce
The WooCommerce developer blog regularly reports on forthcoming updates

What's the point in developing a plugin whose functionality will just end up in the core of the shop system a little later on? Unless, of course, you're developing the plugin further for a specific submarket.

Theme development

The situation here is similar to plugin development. You're unlikely to bring a WooCommerce theme onto the market that'll be a hit from the start. Moving into a niche can make more sense. For example, with a main theme and corresponding child themes for individual markets (e.g. one for food shops, one for online pharmacies, one for craftsmen).

Make sure you research in advance how large the respective market is, however. An example: If online pharmacies are heavily regulated in your country, it makes no sense to offer products for this target group. Portals like themeforest.net are good for finding general sales figures for individual sectors. You can also use the support questions to find out which countries the users mainly come from.

WooCommerce Themes at ThemeForest
The sales figures for the most successful WooCommerce themes on ThemeForest

In practice, the following aspects have proven successful:

  • Offer themes that are entirely created for WooCommerce. Allrounder templates usually fare worse.
  • Find out which services WooCommerce doesn't offer in the standard system so that your theme can pick these up. For example, special subpages for artists' and creatives' showcases.
  • Test target groups or markets that don't belong to the classic idea of a shop, but which nevertheless sell products and services with WooCommerce. The competition here may be less intense. This could include, among others, event agencies, trainers, market and trading places, or subscription models.
  • Put special emphasis on a user-friendly design of the product pages as well as on performance. These are areas where classic shop themes often do badly.
  • Put extra effort into your theme documentation. It's your poster child and says a lot about the quality of your work.

In general, your theme needs as many unique selling propositions as possible while targeting as wide a market as possible. This will make marketing much easier for you.

Note: You should create your own portal where you market your products regardless of whether you're developing plugins or themes. However, it'll take time for your customers to find out about it. Especially in the beginning, you can use additional marketplaces such as ThemeForest , codecanyon.net instead.

Online marketing for WooCommerce

Webshops sometimes need different online marketing measures than classic portals. This includes SEO optimization of product pages and services such as Google or Facebook shopping. Search engines, for example, usually have specific rules for the listing of webshops. Subscribe to the Official Google Webmaster Central Blog for first-hand tips on what is important when optimizing websites and shops:

Official Google Webmaster Central Blog
SEO tips from the Webmaster Central Blog

WooCommerce SEO is still a small niche but that could change as the shop system grows in popularity. In addition, there are countless small webshops that are only gradually becoming more professional. These have not yet recognized the need for optimization. But with increasing shop competition such optimization will be unavoidable.

An online marketing package for WooCommerce could include classic SEO measures, such as:

  • Optimization of product and category pages
  • Development of a target-oriented category and keyword structure
  • Avoidance of duplicate content
  • Correct technical division of multilingual shops
  • Increase performance etc.

These measures also include the rather complex setup and maintenance of associated SEO plugins for WordPress and WooCommerce, for example, Yoast WooCommerce SEO. Check out our e-book on Page Speed & Performance. This book explains which optimization measures you can introduce to keep a WooCommerce shop as fast as possible.

Takeover of complete shop projects

You can, of course, also offer all the services described above in one. Your main target groups are then:

  • Companies that focus on sales but not on technical operations
  • Classic shops that want to generate additional sales but don't necessarily have the required expertise or time to do so
  • Classic portals that are already working with WordPress and need an additional sales channel (e.g. for e-books or webinars)

To be fair, however, you'd only offer such complete packages as an agency and not as a lone wolf. And only if you have employees specialized in web design, development, analytics, performance, SEO etc. in your team.

As already mentioned, the individual disciplines have become so complex that it's impossible for one person to have all these skills. Many companies have had bad experiences with agencies in the past. Mainly because agencies have been known to promise things they can't ultimately deliver. Experienced customers would rather you say what your strengths are and call in other specialists for everything else.

Generally speaking, the start will be a lot easier for you if you connect early on with other freelancers or agencies operating within the WordPress and WooCommerce fields.


Note: The WooCommerce scene is still developing. It's also not as open as you may be used to with WordPress. But you can gradually take on more extensive projects when you join forces with others. Also, customer acquisition is easier in a team.

Important sources and notes on the community

Parties interested in WooCommerce have thus far been organizing themselves within the wider WordPress community. Central contact points for this are the larger WordCamps and local user meetings called WP Meetups. Many of these meetings are published on meetup.com and you can search for events in your region. Another port of call is wpmeetups.com:

wpmeetups.com Community
Meetups in different cities

The first meetings just for WooCommerce are also starting to appear. Find out more about these WooCommerce meetings on woocommerce.com.

We've listed the most important sources for information on WooCommerce below and them divided into international sites and ones specifically for the German-speaking market:

Tip: Subscribe to our blog where we regularly report on new WooCommerce updates. Follow us on Twitter, Facebook , or subscribe to our newsletter.

Portals and forums

Official sites from WooCommerce

Other sources

Portals and forums for Europe

Get more WooCommerce tips in our 70-page e-book WooCommerce for Professionals: Online shops with WordPress. This book is aimed at freelancers, agencies, WordPress professionals as well as beginners.

We would love to meet you in person at a WordCamp! RAIDBOXES regularly sponsors camps and meetups in Europe. Do you have any more questions about WooCommerce? Then please use the comment function below.

I wish you the best of luck with your WooShops!

Picture: Marvin Meyer | Unsplash

Michael takes cake care of the areas of content and mental health at RAIDBOXES. He has been active in the blogger and WordPress community since 2007. Among other things as co-organizer of WordPress events, book author and corporate blog trainer. He loves blogging incredibly, professionally but also privately. Michael works and writes remotely from sunny Freiburg.

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