Knowledgebase: Sales
Ecommerce Dictionary for Magento and AbleCommerce Websites
Posted by Brad Kort on Jun 02 2014 15:10

These are common terms used by Web 2 Market staff.  We recommend you review them so we are 'speaking the same language'.


Above the fold         The web page content that is immediately visible in the browser window; section of a page that is displayed without the need to scroll.

Administration panel        Password protected section of store where orders, catalog, content, and configurations are managed.

Alt text           Mostly for SEO. The text that is displayed in place of an image when the user is unable to view the image.

Anchor text The visible text that is anchored to another page or page section; the literal text of a hyperlink.

Application Programming Interface (API): An API is a protocol created to allow separate software solutions to communicate over a relatively simple interface. Developers will often use APIs to connect or integrate systems and services.

Attribute        A characteristic or property of a product; anything that describes a product. Examples of product attributes include color, size, weight, and price.

Authorization:   A credit card transaction performed specifically to determine if the payment account has sufficient funds (head room) to complete a given transaction.



Banner          Promotional graphics displayed either horizontally on the top of a web page or vertically on the left or right margins. Website advertisements are often displayed as banners.

B2B    Business to Business: A type of business transaction between two business entities that are not the final consumers of the goods or services.

B2C    Business to Consumer: Business transactions between a business entity and a consumer.

Batch processing To perform a task or make a change to multiple items all at once, without manual repetition.

Bounce rate             The percentage of visitors to your site that leave after viewing only one page.

Brand            A unique identity that defines a particular product or group of products.

Breadcrumb            Usually on the top of the page.  A navigation aid that helps the user to keep track of their location within your store.

Brick and mortar    A retail business with a physical location, as opposed to being online only.

Broken link A hyperlink that doesn't work properly.



C##        Pronounced C Sharp. A Microsoft developed programming language.

Canonical URL       The main URL search engines should use when two pages have the same product.

Capture: The process of securing credit card payments from a payment process after an authorization.

Cardholder   The owner of a credit card.

Category       A set of products that share particular characteristics or attributes.

Checkout process             The process of gathering the payment and shipping information that is necessary to complete the purchase of items in the shopping cart. In the final step, the customer reviews and places the order.

Client             Customer of Web 2 Market, typically a merchant.

Content Management System (CMS): A software solution that makes it possible to create, edit, maintain, publish, and display content on the Internet from a single interface or administration tool. In the online retailing context, a CMS may be used to manage a stores product catalog.

Conversion: A marketing term that describes when a user or visitor completes some action or achieves some marketing goal. More specifically, conversion is often used to describe when a site visitor converts to a customer, making a purchase.

Conversion rate      The percentage of visitors who are converted into buyers.

Cookie: A very small file saved on a user’s computer or mobile device for the purpose of storing information related to the user’s interaction with a particular site.

CSV    Comma Separated Values: A type of file used to store data values which are separated from each other by commas.

CVM   Card Verification Method: A way to verify the identity of the customer by confirming a 3-digit or 4-digit credit card security code with the payment processor.

CSS    Cascading Style Sheets: A style sheet language that controls the appearance of HTML documents; a way to control the appearance of text, graphics, lists, links, and all other elements on a web page.

Customer   Person placing an order on an ecommerce site.



domain          The address of a website on the web; what the customer types in their browser address bar to access the store.  For example,

Double opt-in          The process for subscribing email recipients by requiring them to take a secondary step to confirm that they want to receive emails.

Dynamic content    A web page that displays different content depending on the user request.  A product detail page in a store, for example.



 FAQ    Frequently Asked Questions.

Favicon         Short for favorites icon; a 16x16 or 32x32 pixel icon associated with a website; is displayed in the browser address bar and next to the site name in a bookmark list.

FOB    Freight On Board.

Fulfillment    The process of managing customer orders and shipments.



 Gateway        Software and networks that connect the web store with credit card processing systems.



Home page The primary and first page a visitor sees when they access your website URL. Considered the most important page on your website according to search engine indexers.

HTML             HyperText Markup Language: A standard for tagging and structuring text, images, videos, and other media on a web page.



 JavaScript    A scripting language used with HTML to produce dynamic effects and interactions on web pages.  The code runs in the visitors browser.



 Keyword       A term or phrase used in a search to filter for content that is of significant importance to that term or phrase.  Keywords are important for both search engines and a web site's internal search.



Landing page          A page on your site where a visitor arrives after clicking a link or advertisement.

Link juice      An SEO term.  The value and authority transferred from one web page to another via hyperlinks (or links). Link juice affects a website’s page rank, a factor used to rank a search engine results page.

Locale           A set of configurations that defines the user’s language, country, tax rate, and other settings.

Login             The process of signing into an account.



Merchant  Person or company who sells products, electronic goods and services through a store.  Most of Web 2 Market's clients are merchants.

Merchant account An account with a bank or financial institution that makes it possible to accept credit card transactions.

Meta tags      Information in a web page that is not displayed on the page itself, but is used by search engines to determine the page title, description, and page keywords.  The META Description tag is used by search engines to display the page description.



 Navigation    Tools that facilitate the visitors clicks through the site.  Usually contains links to the most important categories or pages on an online store.



 Opt-in / Opt-out       The process by which a person grants, or denies permission to have their personal information used for email marketing.  As a rule, merchants may contact existing customers, assuming some relationship or previous contact exists.



Packing slip             A document that is usually included in a shipped package that describes the contents. Packing slips do not include financial or account information.

Payment gateway A service that charges your customers’ credit cards and sends the funds to your merchant account, for deposit into your business bank account.

PCI     Payment Card Industry: Refers to debit and credit cards and their associated businesses.

PCI Compliance     A standard created by credit card companies to protect credit card data.

PHP    A server-side scripting language designed for web development but also used as a general-purpose programming language.

Privacy policy         A document that explains the merchant’s policies for handling customer information.

Project           A major development undertaking such as creating a new web site or a large customization taking 10 hours or more.



Receipt          A document that provides a detailed description of a purchase, including products purchased, payment terms, quantity, price, shipping cost, sales tax, and total.

Redirect        A method used to alert browsers and search engines that a page has been moved.

301 Redirect: Permanent change

302 Redirect: Temporary change

Relative link             A hyperlink that includes only the address of the linked page that is relative to the linking page, rather than the full URL.

Return policy           A document that explains the merchant’s rules regarding the return of products by customers

Robots.txt     A file placed on a website that tells search engine crawlers which pages not to index.

RSS feed      Really Simple Syndication: A technology that creates web content syndication and allows web users to subscribe to product feeds, websites, and blogs.



Security certificate             Used by online stores to confirm their identity and build trust with the customer.  Information that is used by the SSL protocol to establish a secure connection.

Search Engine Optimization (SEO): Making a website easier for search engine bots to index and categorize. 

Settlement    Settlement occurs when the banks exchange funds and the proceeds are deposited into the merchant account.

Shipping carrier      A company such as UPS, FedEx, DHL, Spee-Dee and USPS that transports packages.

Shopping cart         A web page that lists products that the customer wishes to purchase at the end of their shopping session.

Sitemap         A directory page that provides search engines with an efficient, alternate route through your site.

SKU   Stock Keeping Unit: Also known as a part number.  A number or code assigned to a product to identify that product.

SQL    Acronym for Structured Query Language. A database programming language.

SSL certificate         A validation and security mechanism that identifies the merchant and encrypts credit card and other sensitive information.  Issued by 3rd party firms such as Network Solutions.

Static content          Content that does not change frequently. For example, company descriptions and privacy policies.

Static block    In Magento, a fixed content block that can be displayed on various content pages in a store.



Task   A smaller portion of work to accomplish a specific task. Usually under 5 hours of work.

Theme           A package that contains CSS, graphics and appearance information, and customizes the look and feel of the store.

Transactional email           A notification email sent to the customer when a transaction is processed.  For example, a receipt or shipping notification.



 URL    Uniform Resource Locator: The unique address of a page on the internet.  Contains domain name and file name.

Usability        Refers to the degree to which a web site or web page is usable by visitors..



 WYSIWYG    What You See Is What You Get.  Page Editors often are often called WYSIWYG editors.



 XML    Extensible Markup Language: A markup format similar to HTML.  But designed to allow programmers to define the tags.  Makes transmission of information between different systems easier.