Barbara Racz

Barbara Racz

Marketing Team Leader

The e-commerce vocabulary you need to have

If you are new to e-commerce you probably meet a bunch of words that you can’t figure out the meaning of. With this list, we want to help you to have a more pleasant beginning with your Shopify business.

We are going to talk about simple e-commerce phrases, Shopify and Syncee related ones, and also those that are beneficial to know if you want to run marketing on your own. The structure of this article is built on the ABC, so you can read the definitions’ list below alphabetically that gives you a better way to browse it.

Check, whether you have known the exact meaning of the mentioned terms.



Abandoned Cart: It is a term for the situation when a potential customer puts products in their shopping cart on the online store but instead of actually purchasing, they exit the site.

A/B testing: You can A/B test a lot of things, for example, an online store, a product or a newsletter. You compare two versions of the certain content to see which one performs better, which one has a better conversion rate.

Affiliate marketing: It is a performance-based marketing method. The online store owner sends products to an influencer, an online publisher — who creates content on Instagram, YouTube, Facebook or a blog. The influencer has to publish posts of the product, and they get paid for doing this, sending visitors to the online store.

AI – Artificial intelligence: “The theory and development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.” (s)

AIDA:  It is a marketing model. An English acronym consists of the followings:

  • Attention: make people become aware of a product, a brand, or any content.
  • Interest: make people become interested, raise interest.
  • Desire: raise desire, make people feel a need for your product or what you have.
  • Action: it is a call to action, make people have the intention to e.g. purchase.

API – Application Programming Interface: This code allows two software to communicate with each other, they have access to each other’s system.


B2B – Business-to-Business:  It describes companies that are selling products to other businesses.

B2C – Business-to-Consumer: It describes companies that are selling products directly to consumers.

Bitcoin: It is a cryptocurrency created in 2009. You can pay for goods and services with it, the only criterion is that the certain place has to accept it.

Black Friday: It is an online shopping holiday that comes from the US but has already grown, and a lot of other countries do sales on that day. It’s usually one day after the Thanksgiving holiday. Retailers offer steep discounts.

Bounce rate: It refers to the percentage of people who visited a website but then leave that without clicking on anything.

Branding: It’s about creating an own, unique brand so that people can recognize it anytime. Branding involves the name, logo, message, specific design elements that you use when advertising. It has to attract people and make them loyal. This is something that makes you be different than the others on the market.

Bricks and mortar: It is a physical shop where people can go and buy the retailers’ products in person.

Bulk import: Bulk means a large quantity. When there is a bulk import being done, it means the system manages a lot of products at the same time.


Category mapping (Syncee): In Syncee’s system, when you are doing your import task, you can connect your supplier feed file categories to your Shopify manual collections. You can map one supplier category to more Shopify manual collections. Filling out this page of the wizard is not obligatory, you can skip it if you do not wish to use it.

Category pricing (Syncee): In Syncee, you can add two types of pricing rules: General Pricing and Category Pricing rules. Category pricing overwrites the general pricing. So, in your Shopify store, your customers will be able to see the prices that you have set for the category not what you set in the general pricing section. This setting is useful if you have cheap and expensive products at the same time in your source file.

Compare at price: This is what appears in your shop as an older, higher price when you would like to offer a discount for the customers. They can compare the old price with the new, discounted price and decide accordingly.

Conversion (rate): “A term Conversion, in simple words, is a point when an anonymous website visitor converts to a customer after making a purchase. Thus the result of the response to a Call-To-Action is called conversion.” Also, “Conversion Rate is a marketing concept measured in percentage. It is a rate at which visitors convert on a site, which means dividing the number of people who transformed into paying customers by the number of visitors that visited the site.” (s)

CMS: It is the abbreviation for Content Management System. It is a web application that allows people who don’t have programming skills to create, edit and manage their website’s content from an administration tool. For example, WordPress is a CMS.

CPC – Cost per click: It is the rate paid for a click on an advert.

Cross-selling: Cross-selling is when the retailer offers a related product to an already chosen one to larger their order value.

CSS: It is the abbreviation for Cascading Style Sheets. CSS used by web designers to create, describe and style the look of the website. It provides layout and visual formatting of HTML pages.

CTA – Call to action: It is a marketing concept where you call your target audience to take an action. It is like an instruction, a conspicuous content, button, image, a text on it like “Get it now”, “Subscribe now”, and so on.

CTR – Click Through Rate: It “is the percentage of individuals viewing a web page who click on a specific advertisement that appears on the page. Click-through rate measures how successful an ad has been in capturing users’ interest. The higher the click-through rate, the more successful the ad has been in generating interest.” (s)

Custom field (Syncee): If columns are missing from your supplier data feed file, you can add a Custom Field to your feed. You can map it with any of the Shopify fields and enter the data you need.

Cyber Monday: This is the Monday after Black Friday. Basically, both are the same, the retailer provides tempting discounts to customers and uses promotions to encourage people to buy online.


Data feed file: It is a file that, for example, Syncee needs so that the application can manage the products of the supplier, import and update them into online stores. Suppliers can create these files filled with product information in formats like CSV, XML, XLS(X), JSON or TXT.

Discount code/Coupon code: This is a code – numbers or letters – that online stores offer to potential customers so that if they order products from the shop, they can get a discount or another product as a gift. They have to type this code in a certain field at the checkout.

Domain name: “Domain name is a unique name which is a part of the network address that locates an organization or other entity on the Internet. You can find a domain name on the address bar of the web browser while visiting the website.” (s)

Drop shipping: It is a retail fulfillment method. The retailer doesn’t have to stock a real inventory, they have virtual products from data feed files that are from the supplier or through the company’s own system. When retailers use the standard way of drop shipping, the supplier sends the ordered products directly to the customer, and the online store owner doesn’t see the products. The money moves between the customer and the online store, then the online store and the supplier.


E-commerce: “E-commerce […] refers to the buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions. E-commerce is often used to refer to the sale of physical products online, but it can also describe any kind of commercial transaction that is facilitated through the internet.” (s)

Empty header: The header is the first row in the data feed file (in formats like CSV, XML, XLS(X), JSON or TXT), usually providing the type of the information that can be found in the certain column. It is, for example, the Product ID, Product Name, Quantity, Price or the Image URL. When there is no row like this, we call it “empty header”.


Facebook Ad: Companies, pages can create Facebook ads for money. These are images that are banners actually, so visitors can click on it. This content appears in the Facebook News Feed on the desktop or mobile, and in the right side of the feed page on desktops.

Feed source: You can use feed sources to get products data (listed in data feed files) through these into your online store. These sources are for example a URL, basic file upload, (S)FTP, Dropbox/One Drive or Google Drive.

Field Mapping (Syncee): When you are doing your import task in Syncee, you can connect your supplier feed file headings to Shopify’s store fields/headings/sections. This mapping is needed so that our system can update and upload the products’ information, recognize them with ease. Click here to read more about it.

Filtering: It is one of Syncee’s best features. You can pick what products you want to sell in your store from those that the supplier provides. You can see the products with pictures, titles, and prices, so it’s easy to choose, it has visual advantages. There are basic and advanced filtering methods, you can filter manually by one by one. Moreover, you can do the filtering by vendors, product type, collections, or by whether the images are shown with the products or not.

Fulfillment: “Process of taking an order and executing it by making it ready for delivery to its intended customer. It may involve warehouse pickup, packaging, labeling, etc.” (s)


General pricing (Syncee): In Syncee, you can add two types of pricing rules: General Pricing and Category Pricing rules. You can do the pricing of the products in a couple of minutes. You can add a fixed amount of extra money and/or a certain percentage of profit. General pricing is the main pricing rule, most of Syncee’s customers are using just this type of pricing.
If you have price field among your supplier’s fields and you want to add to Shopify an increased price, there are steps you have to take.

Google Ad: It is Google’s advertising service. Businesses have to pay a certain amount of money so that their promotions will be shown on the top of the Google search results if someone looks for a relating topic. It is about SEO keywords.


Handle (Syncee): You can meet this phrase in Syncee’s import task at the field mapping part. The product’s handle is the same as the product’s name, but it’s written in an SEO style, we can call it Shopify’s SEO. For example, the item’s name is Red Skirt, then the handle will be red-skirt. You will see a field for this at the Import wizard of Syncee, and you have to map it to the correct Shopify store field—in the SEO Fields category.

HTML – Hypertext Markup Language: It is a markup language that is good to know for those who want to create content online, for example writing articles. It makes styling texts easier. It’s created for displaying, styling web pages or web applications, for example. These are codes.


Keyword: Keywords are those words that are reflecting a certain website, webpage, post, or any content online. They are useful in site rankings as for SEO (Search Engine Optimization). If you use effective keywords, people can find your site easily. They can also called tags.


Landing page: These are the pages that people are land after clicking on a link or a banner. It can be the main page or any other single page. These exist to make sure that visitors will take the desired step, from our side, for example buying a product or subscribing.


MAP – Minimum advertised price: This is the lowest price at which you can advertise products for sale in your store. It creates a balance between value and marketability.

Margin: It shows the difference between the price that the retailer bought a product for and the amount of money earned as for the retailer by selling that product.

Marketplace: Online marketplaces are those sites where people can buy many kinds of products from. These are online markets. To see it clear, eBay, Amazon, AliExpress etc. are marketplaces.

Merge fields (Syncee): If the data you would like to use in your store is broken down into smaller pieces in your supplier feed file, there is a solution in Syncee to unite/merge them. It is just so they can be seen in only one needed Shopify store field that people can most likely see on your website.

Merge files (Syncee): You can import more files to one task in Syncee, or you can use a files’ more sheets but by adding the file more times per task, choosing the right sheet. Every task and file should belong to just one supplier using the same file source.

Meta description: “The meta description is one of a web page’s meta tags. With this meta information, webmasters can briefly sketch out the content and quality of a web page. The page description for a web page is usually displayed when the page for a specific query is listed as a snippet in the SERPs.” (s)

MSRP (also as SRP or RRP): This is the price the wholesaler recommends you, webshop owners, to use in their store. You should consult your supplier’s Terms and Services, because it may contain critical information, like whether you are allowed to sell the product at a lower price than this. This is the first thing you should do when you start to sell the products of a new wholesaler.


Niche: It is a distinct, small but profitable market segment. You can use in many fields in life, but in e-commerce, it mostly refers to a specific segment of products, product types. It suits certain needs and satisfies people.


Omnichannel retailing: “Consider this as the next generation of cross-channel and multi-channel retail. Omni-channel means establishing a presence on several channels and platforms (i.e. brick-and-mortar, mobile, online, catalog etc) and enabling customers to transact, interact, and engage across these channels simultaneously or even interchangeably. Giving the customer the convenience and flexibility to purchase an item using your shopping app, and then letting them pick up the merchandise in your store, plus allowing them to process a return via your website.” (s)

Open rate: This is a percentage that refers to the number of people who opened the email you sent them. To get this percentage, you have to divide the number of emails opened by the total number of the messages sent.

Option value (Syncee): When you are mapping your supplier’s product file fields to Shopify’s store fields, maybe you will find one in the file that is not available in Shopify’s given list. When you use Syncee, you can map them by giving an optional name, value for the certain data.


Payment gateway: “A payment gateway refers to the front-end technology that reads payment cards and sends customer information to the merchant acquiring bank for processing.” (s)

Pop-up: These are those small windows that pop up, for example, when you are about to leave a website. Most of the time the site owner offers a discount code or a good sale opportunity here or ask you to subscribe to their newsletter.

POS – Point of sale: This is the place “where retail transactions are completed. Traditionally they comprised of cash registers, as well as a debit/credit card reader. However modern POS systems can offer merchants more complex functionality such as inventory management, CRM, financials, warehousing etc.” (s)

Price margin: It is a difference—mostly given in a percentage form—between the price you have the products on, and the product price that customers see, at which you sell the items.

Private label: When the manufacturer offers retailers and suppliers the opportunity of not using the manufacturer’s name on the products, we call it a private label. The others can sell the products under their brand name.

Product export (Syncee): Syncee’s product export means that the service can create a product datafeed file by the product data in your online store and keep it up-to-date.

Product import (Syncee): Syncee does automated product import for retailers (there is a way of doing it manually too). It means that retailers can import products from the supplier’s data feed file to their online store.

Product sourcing: It is equal to product managing. It means that an application, like Syncee, manages the products of the online store automatically, doing the import, update, and upsert. The service provides more settings so that users can have a lot of options for how they want to see their products listed in their e-shop.

Product type (Syncee): When the retailer is doing the mapping in the Import task, they see that there is a field for product types. It helps you in listings and filtering. For example, it can be skirts, sunglasses, clothing, electrics.


Remote warehousing: It is a retail fulfillment method, the mixture of the standard wholesale model and the standard drop shipping model. It means that the online store owner doesn’t have a real product inventory, they have a virtual one. They get the product data in product data feed files from suppliers that they can use with product managing applications. The supplier sends the products to the store owner, but the retailer doesn’t need a warehouse, they can use their own living room in the beginning. After this, the store owner has to send the products to the customer when they are done with checking the quality and putting more products from more suppliers into one package. It’s recommended to work with local suppliers so that the shipping time can be shortened. Money moves in terms of physical customer -> retailer -> wholesaler.

Reseller: “A company that purchases goods or services for the purpose of resale not consumption. In web economics, a reseller may also be a form of affiliate marketer, promoting a rebranded service.” (s)

ROI – Return on investment: It is the measurement, the checking of how profitable an investment was. It is about the performance the company used. Traders can also compare multiple investments as for the profitability and efficiency.


Saas: This abbreviation refers to the term Software as a service and is a software distribution model. In this model, there is a center/base/third-party provider and there are applications, smaller services that people can use for their business. There has to be a subscription to the software, but the maintenance is easier for those Saas’s.

SEO – Search engine optimization: It is used in marketing. SEO helps to provide traffic to a site from search results. It’s a free service, and it’s like metadata, based on keywords and texts written to reflect the certain content, site. Moreover, can be used for images, videos too. You can optimize search rankings with it so that you can drive traffic and can increase awareness in search engines.

SERP: It means the Search engine result page. It is a page that will be shown after a Google search. SEO helps you to move up the SERPs, so your website’s position would be better among the results, for example getting to the first page’s top from the second page.

Shopify: It is one of the biggest e-commerce platforms. There are many applications listed in the company’s app store so that retailers can work more efficiently. Shopify provides an easy-to-run business opportunity to retailers. People can create and customize online stores, and they can sell online, on mobile, on social media, on online marketplaces, in brick-and-mortar places, and in pop-up shops. You can manage your products, inventory, payment, and shipping on this platform. It is completely cloud-based and hosted, and is flexible.

SKU: It is the abbreviation of the Stock keeping unit term that refers the products you have in your online store, not looking at the variants. These are warehousing items, unique ones with a unique identification number.

Street price: This price is the one that you can see in the shops. This is the highest price.

Syncee: Syncee is a B2B platform, an application for retailers and suppliers that runs on more ecommerce platforms. I has two main solutions the Syncee Marketplace and the Syncee DataFeed Manager, and it helps in the automatic product data uploads and updates.


Target marketing: “Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments consisting of the customers whose needs and desires most closely match your product or service offerings. It can be the key to attracting new business, increasing your sales, and making your business a success.” (s)

Task (Syncee): You can find import tasks and export tasks in Syncee’s system. Retailers only need the import ones. There, online store owners can upload or add the file, the file source of the supplier’s. This is the place where you can manage your products. You can map the fields of the file and the store, filter the products, add the pricing settings, schedule the running of tasks. One task means one supplier, but it’s possible to add more files to one task if they are from the same supplier and the structure is the same.


Update (Syncee): If you choose this type of import, Syncee will search for the existing products in your store (you can set it in the Field mapping settings which fields need to be matched) and update those fields you want.

Upload (Syncee): If you choose this type of import, Syncee will not update the products, it will only upload the new ones each time when the task is running.

Upselling: It is a term that people use when the online store offers related products to the already chosen one, or to a deal. They do it to get customers to buy additional products.

Upsert (Syncee): By choosing Upsert, Syncee uploads the new products from the file and updates the existing products when the task is correct and running.

USP – Unique Selling Proposition: It is a feature of a product or service that makes it unique, different than other similar ones on the market. In marketing, people can use it efficiently when it’s time to promote.


Variant update (Syncee): This feature allows you to update already uploaded variants in your store. It is great for variant quantity or price updates.


Wholesale: Wholesale is a business method when the retailer gets products from the supplier and they buy the products before actually selling them. They own a stock.

Wholesale price: This is the cost of the products that webshop owners pay to the wholesaler/supplier.

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