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  3. WooCommerce
  4. WooCommerce Marketplace

Getting Started on the WooCommerce Marketplace

Merchants and builders come to the official WooCommerce Marketplace for trusted products that enable them to create exactly the store they want. We’re looking to grow our offering with extensions and themes that add real value for anyone building a business with WooCommerce. 

The following guidelines will give you insight into the product submission process and how best to position your products for success within our Marketplace.

Get to know your future customers ↑ Back to top

WooCommerce transforms a WordPress website into a powerful eCommerce store. From theme designs to complex functionality, customers can purchase what they need from WooCommerce.com. On average, stores running WooCommerce have 15 products.  (Data from WooCommerce Tracker)

Customers purchasing from WooCommerce.com are fans of WordPress and the open-source ethos.

Marketplace customers are:

  • Building stores for themselves.  84% are buying extensions for their own stores.
  • Selling multiple types of products, and non-traditional product types71% sell physical products and 90% sell non-traditional products like digital goods, services, memberships, or tickets. 
  • Taking payments in a variety of ways, often with multiple options.  65%  a way to pay that isn’t a one-time online purchase, and offer 1.5 types of payment methods on average.
  • Spread across many verticals.  
    • The top verticals by store volume include: fashion and apparel, health and beauty, electronics, food and drink, and design and marketing services.
    • Growing verticals include: books and magazines, charities and causes, education and learning, music, and software.
  • Operating all over the world: The strongest representation is currently in North America, Europe, and Asia.

The most successful products sold in the Marketplace fill a clear business need for store builders and developers. Get to know what customers want firsthand:

Products we’re looking for ↑ Back to top

We’re open to any product that helps store owners create successful businesses. Before building or submitting a product for review, please consider the following tips:

  • Get to know our current offering. Browse the WooCommerce Marketplace and see what’s already listed.We prefer submissions that are well-designed, add entirely new functionality, or serve specific audiences in new ways.
  • Know the categories that have minimal or no inventory. We are more likely to accept submissions in categories with a limited offering or have been earmarked for growth. These include:
    • Cryptocurrency.
    • Dropshipping.
    • Fraud prevention.
    • International and localization.
    • Policy and security.
    • Product images and media (i.e., augmented reality, virtual reality).
    • Reporting & analytics.
    • SaaS.
    • SEO and SEM.
    • Themes.
  • Think carefully before submitting products in payments, shipping, email, or tax.
    • Payments is our most popular category. We’re not currently looking for new payment gateway extensions.
    • We are also not looking for additional solutions in the shipping, email or tax categories.
  • Consider which geographies/markets you want to serve. Although the WooCommerce user base is global, focusing on developing products that meet the unique needs of niche/local markets can be a great strategy. We’re specifically looking to better serve countries outside of the U.S. where WooCommerce has a substantial presence:
    • Africa: South Africa
    • Asia: India, Iran, Malaysia, Turkey, and Vietnam
    • Europe: France, Germany, Italy, The Netherlands, and Spain
    • North America: Canada and Mexico
    • South America: Brazil
    • We are also looking for non-English submissions and our current priorities are Spanish, French, and Portuguese languages.
  • Solve a problem for store owners. The most successful products solve a problem that store owners face regularly. The best way to find these problems is to talk to store owners and developers in the WooCommerce community. Consider joining a WordPress or WooCommerce meetup in your area!
  • Be original. WooCommerce is committed to open-source and promoting best practices within the community. We therefore expect our partners to support the intent of GPL and submit products with evidence of meaningful development work. Do not submit forked product. Forked products will be rejected or removed from the Marketplace.

Key technical guidelines ↑ Back to top

Partnership options ↑ Back to top

The WooCommerce Marketplace offers the following options to generate revenue:

  • Annual subscriptions purchased on WooCommerce.com.
  • Free extensions with a monthly subscription outside of WooCommerce.com (i.e. for SaaS products).

Creating a Partner account ↑ Back to top

To submit a product for review, you’ll need to create a Partner account:

Get started at Develop WooCommerce.

Marketplace Partner agreement ↑ Back to top

All partners selling on WooCommerce.com must agree to our Marketplace Partner Agreement.

Partners selling on the WooCommerce Marketplace agree to:

  • Maintain and update products to keep up with developments in both WordPress and WooCommerce, and to continually add new features for customers.
  • Provide support for their products. Support is submitted via WooCommerce.com and then routed directly to partners.
  • Manage their own product pages, hosted on WooCommerce.com.
  • Manage their own Partner page, hosted on WooCommerce.com.
  • Manage their own documentation, hosted on Docs.WooCommerce.com.

Partners earn 70% of net revenue for the sale of their non-exclusive products, meaning the products can be sold on our Marketplace as well as off-platform. “Net revenue” applies to products sold in our Marketplace and means all revenues received by us in connection with a customer’s subscription for the product, less any amounts for discounts, refunds, reversals, affiliate fees, payment processing fees, and taxes. Payments are sent with 30 days of the end of the month.  

Partners also enjoy:

  • Promotion on the Marketplace screen within WooCommerce.
  • Discovery on the official Marketplace, including search benefits from being listed on WooCommerce.com and Docs.WooCommerce.com.
  • Participation in WooCommerce.com sales and promotions, as determined by the WooCommerce team.
  • Customer feedback through ratings, reviews, and support tickets.
  • Recurring revenue through automatic renewals, high renewal rates, and renewal pricing that is not discounted.

Requirements for submission ↑ Back to top

To submit a product to the WooCommerce Marketplace, you need to create:

  • A fully functioning product that meets all of our key technical guidelines.
  • A demo or video walkthrough to showcase the features of your solution.
  • Tools to test your products, like dummy data, if applicable.  Submissions that integrate with a 3rd party service should include a test account or demo site that connects to the 3rd party service.
  • Marketing content such as a product logo, screenshots, and product page copy.
  • Documentation such as instructions for how to install, configure, and use the product.
  • A product name that does not conflict with our trademark guidelines. 

Review and launch process ↑ Back to top

With a Partner account, a user can submit products through their Partner Dashboard. To do so, log in and go to Products > Submit Product.

From there, Partners can add the complete details for their product, and make and save changes at-will before submitting. Once a product is submitted, it will be locked until a reviewer takes a look and adds comments.

Product categories ↑ Back to top

On the Business Details screen, Marketplace Partners select the appropriate category for their products:

  • Conversion: Ways to optimize a store for sales, including upsells, cross-sells, order recovery, store alerts, and rewards and loyalty.
  • Customer Service: Products that allow stores to manage pre-and post-purchase interaction with customers.
  • Merchandising: Products that create new types of products for a store.
  • Marketing: Ways to optimize a store for discovery and engagement, including email, automation, advertising, SEO, social integrations, and reporting.
  • Shipping, Delivery & Fulfillment: Products that allow stores to manage physical products, including shipping options, carriers, inventory, and fulfillment.
  • Store Content and Customization: Extensions that customize the eCommerce features of a site, including product pages, checkout, or search features.
  • Store Management: Solutions for managing the nuts-and-bolts of a store, including accounting, taxes, and point of sale.
  • Payments: Products that allow stores to take payments, primarily payment gateways.
  • Themes: Products that set up your store’s design.

Location-specific extensions ↑ Back to top

If a product is particularly useful for a certain country or set of countries, you can include that information on the Business Details screen.

Compatibility with other extensions ↑ Back to top

Extensions that are evaluated and made compatible with other extensions on the WooCommerce.com Marketplace are more likely to be approved. You can enter this information on the Technical Details screen.

Review ↑ Back to top

Partners can expect a reply from the Marketplace team within 30 to 60 days of submitting a product. Reviewers may provide comments, ask for changes, or reject a submission.

Submissions will go through review based on business, technical, and user experience standards.

These are the possible Statuses a submission can go through:

  • Draft: Initial status – not submitted for review yet
  • Pending Review: Automated process of technical review. The Build Status is the column where the updated status of this automated process can be checked:
    • No Build – Initial status: not submitted for review yet
    • Queued – Product submission is currently in the queue to be processed
    • Preparing – Preparing the automated review process
    • Processing – Automated processing of the plugin file
    • Testing – Automated tests of the plugin file
    • Successful – Plugin passed all the automated tests
    • Failed – Automated processing and/or tests failed. Find more information on possible errors on the WooCommerce Plugin Developer Handbook
  • Business Review: Automated code review has finished, now waiting for a review from our business team
  • Changes Required: Our team requested some changes to the plugin or documentation
  • Approved – Your plugin / product has been approved – more steps will be sent via email shortly
  • Rejected

If a product is approved, a representative from the WooCommerce team will set a date to launch the new product on WooCommerce.com.

Get started ↑ Back to top

The WooCommerce Marketplace is open to all. Create an account and get started.


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