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What does a typical eCommerce tech stack look like

Your eCommerce stack comprises the tools, features, and content that allow your store to function. They normally cover the full suite: server hardware, code, and apps. We’re focusing on marketing and delivery tools, because chances are, you have the servers and cloud software covered by Amazon and other eCommerce platforms.

The term “stack” comes from a stack of servers, each placed neatly on top of another. Your tech stack, however, is more about interconnecting pieces. Each puzzle piece should serve a purpose, as well as fill in any gaps and complement the other elements.

Your tool selection should reflect where, when, and how you sell. You also need apps focused on not only product management, but also customer management and retention. As such, most eCommerce stores develop stacks that include elements from the following categories.

Product research and sourcing

Even if you design your own products, it’s important to identify your competition and determine how to market and position your products.

If you sell products wholesale, these tools are even more crucial – you need to know which niche markets to invest in, which are oversaturated, and which have the highest potential for profit.

These can help you select products to start with. AMZScout, Jungle Scout, and SellerApp are three of the largest auxiliaries that help answer these questions.


AMZScout is a product research tool. While it only works on Amazon, it offers powerful features like product lookup, supply and demand lookup, and keyword research.

For example, you can find products with low competition and high demand. Or, you can assess existing supply and demand for a specific product before deciding to invest.

AMZScout also offers features like masterclasses, product trackers, and ASIN lookups. It starts at $16.49 per month, with support for up to nine marketplaces.

Jungle Scout

Jungle Scout offers a service similar to AMZScout, but with additional review management, promotions, and listing builders in place. It’s also a slightly better fit for first-time sellers, because Jungle Scout offers everything you need to conduct product research from scratch. However, with pricing starting at $29 per month, it’s also more expensive.


SellerApp is a dedicated Amazon research tool. It offers full product research, keyword research, and listing optimization tools, as well as index checking.

The Enterprise version helps you calculate total fees, including FBI fees. SellerApp is also one of the only tools of its kind to offer a fully managed Amazon account service. It starts at $99 per month.

Sales channels

Your sales channel is the heart of your eCommerce business, but which should you choose? For most retailers, that works out to “at least two.”

You’ll likely want to maintain a presence on Amazon, as it controls 37% of the US eCommerce retail market. But you should also consider your own platform, such as a Shopify or BigCommerce store, where you can drive repeat business to minimize total fees.


The largest hosted eCommerce store platform available. Shopify is ideal for nearly every type of seller. However, an estimated 40%+ Shopify stores are fashion and accessories, based on Shopgram data. Shopify is the best place to start if your technical know-how is limited.


BigCommerce is similar to Shopify, except it doesn’t have transaction fees. It also offers more opportunities for scaling and SEO. On the other hand, it’s more difficult to set up and requires more upfront investment.


Amazon dominates the eCommerce market. It’s a great fit for nearly anything, providing it isn’t too big or small. If you use Fulfillment by Amazon, limit your large and heavy products. Conversely, you shouldn’t sell very small products unless you set them up as add-on items due to the combined cost of referral fees ($0.50-$1.00 per item), shipping, etc.


Walmart’s eCommerce marketplace makes up almost 6% of the US market, with a strong, established customer base for home goods, groceries, electronics, luxury items, and fashion. Walmart uses a very similar structure to Amazon, so it’s easy to expand from one to the other.


eBay supports over 25 million sellers globally and lists over a billion products. It’s most famous for its auction format, but with Buy It Now, two-day shipping, and other perks, it holds its own against Amazon. Although you might associate it with antiques, eBay’s top categories in 2020 were PPE Equipment, home gym equipment, and puzzles.


The Wish marketplace is home to over 500,000 sellers with goods in over 100 countries. It’s a hotspot for craft supplies, home goods, cheap fashion, baby and kid’s toys, and decorations. All these items have one thing in common: they’re designed to be affordable. That makes Wish a perfect solution for anyone sourcing in China and buying in bulk, because you can deliver low pricing with much faster shipping.

Deliverr integrates with all of the sales channels above, and more. For the full list of direct channel integrations, check out our integrations page.

Optimization tools

Optimizing your listings is a crucial aspect of any eCommerce initiative. In some cases, tools like SellerApp and Jungle Scout offer these same features. If you already have those, you may not need a new tool. But you could benefit from the extra insight across more platforms.


RepricerExpress helps you get and keep the Buy Box by adjusting product pricing in real time, according to the marketplace. The basic function supports 5,000+ products, which you can monitor manually, or allow to update automatically based on set parameters. It starts at $69 per month.

Helium 10

Helium 10 offers a full suite of Amazon listing optimization tools. These include tools for keywords, content, audience settings, indexing, and more, plus product research. While it starts at $37 per month, most Amazon sellers will quickly graduate to the $97-per-month subscription.

Viral Launch

Viral Launch’s suite of tools includes competitor analysis and management, keyword management, and product search volume. These can help you optimize over time, rank over competitor products, and ensure you introduce the right products in the future. Product listing optimization is available in the $99-per-month bundle.

Acquisition tools

While some marketplaces drive sales through their large customer base, you still need to nurture customer acquisition. That normally means investing in Amazon Pay Per Click. However, you can also look into external tools like TikTok and Google Ads.


TikTok has over 100 million users in the United States, with an estimated 18.8% of all internet users on the app. In addition, almost 90% of total users are under the age of 30. That makes it perfect for marketing fashion, cosmetics, sporting goods, home goods, and any luxury products you might have. TikTok ads rely on prompting impulse buys, but you can also attract customers with hashtags and other campaigns.

Google Ads

Google Ads is still the largest advertising platform available. Google’s Display Network reaches over two million websites through retargeting (depending on the visitor’s browser-supporting cookies), cross-site tracking, and customizable targeting.

Retention tools

Customer retention tools are designed to connect with customers after they abandon a shopping cart, as well as manage existing customers, follow up with them, and drive repeat sales.


Klaviyo delivers customer management, marketing, and connection tools with workflows and automation. For example, you can set up abandoned shopping cart flows to remind customers of their carts (if they left their email address). You can also schedule and send email and SMS to stay in touch, drive sales on your own platform, and encourage repeat purchases.


Omnisend is another great option for connecting with customers, driving repeat sales, and remarketing. Like Klaviyo, it offers automation and workflows, along with additional customer segmentation and management tools and a free account.


Logistics are the backbone of eCommerce stores. In this case, you should include inventory and fulfillment management in your stack. If you have more than one warehouse, you’ll also want warehouse management in place.


Deliverr provides inventory management and two-day fulfillment across platforms like Amazon, eBay, Shopify, and more. This speed unlocks fast tags for many platforms, such as Walmart TwoDay delivery and Deliverr’s own branded fast tags for D2C stores. Merchants can send inventory to Deliverr, unlock fast tags, and set cart minimums to ensure maximum conversions and ROI.

Additionally, delivering orders quickly improves your customer experience, drives repeat business, and encourages positive reviews, further bolstering your eCommerce store. Deliverr charges based on item size and volume, which you can calculate on its website.

Tip: Calculate your fulfillment costs with our cost calculator.


Fulfillment by Amazon is one of the largest third-party options available. It functions similarly to Deliverr, including multi-channel fulfillment. However, you have to meet stricter requirements for item preparation, and shipment starts at $3.99 per item, ruling out most small products. Plus, storage costs $0.75 per cubic foot, with restock limits based on sales volume and throughput. FBA is a great option if you want everything handled for you, which is why many Amazon sellers use it.


Ecomdash offers cross-channel inventory management with support for over 50 platforms. That includes backend inventory synchronization, so you always know your total inventory. Plus, Ecomdash has product research, listing management, and other tools, with a free account for up to 30 sales per month.

Feedback and review management

Feedback and reviews are a feedback loop, with customer feedback affecting marketing strategies and customer service, which in turn impact future reviews. They open the way to more sales through both re-conversion and conversion optimization. Products with more (positive) reviews sell more quickly. Customers who have a good experience buy more products.

In turn, customers who have a bad experience resolved in a positive way also buy more products. Incorporating review management tools to organize that feedback is important. This category has no shortage of options, so choosing one requires looking at the rest of your eCommerce stack and picking the tool that fits.

Seller Labs

Seller Labs possesses a full Amazon management tool, complete with customer and review management. This includes customer communication, ticketing, and review tracking. These can improve response times and rates by consolidating all messaging into one place. Plus, you can easily see who’s left a review and who hasn’t to simplify follow-up and incentivization. Seller Labs starts at $39 per month.

eDesk Feedback

eDesk Feedback is an automation platform that helps increase reviews on Amazon, eBay, TrustPilot and Google My Business. Workflows automatically connect with customers after their order, inviting them to leave a review. eDesk also offers customer service tools, like a helpdesk, chat, and knowledge base, to improve customer satisfaction. The platform starts at $59 per month.

Wrapping up your eCommerce tech stack

Your eCommerce stack has to align with your sales, customer volume, and experience. Some tools might be better and cheaper than others, but that doesn’t guarantee they’ll fit your experience level or volume.

Most deliver specific services with a target market in mind. Selecting the right tools for your stack should involve research, asking for demos, and comparing what you have now to what you need, as well as short and mid-term growth.

You should start small and slowly expand your tech stack as your budget and needs grow. Sometimes that will mean changing solutions later. For now, you have a strong reference point to get started.

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