E-commerce Platforms Website Structure Guide
A well-structured site for e-commerce platform companies organizes around plan/pricing comparison pages, migration guide pages (from Shopify, WooCommerce, etc.), app/integration marketplace pages, enterprise vs SMB tier pages — with clear navigation to each, not buried behind a generic "Services" menu.
What the top-level navigation should include
Each of these deserves its own clear place in navigation, not a sub-menu three clicks deep:
- plan/pricing comparison pages
- migration guide pages (from Shopify, WooCommerce, etc.)
- app/integration marketplace pages
- enterprise vs SMB tier pages
Where most sites get the hierarchy wrong
Hiding transaction fees and app costs behind the base subscription price, when total cost of ownership is what serious buyers are actually comparing.
URL structure
Keep URLs short, descriptive, and matched to the page's actual content — a URL that matches the page's real topic (rather than an internal project code or generic ID) helps both visitors and search engines understand the page before they even click.
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