Notice anything different? If you’re already part of the Woo family — or just an admirer from afar — you might have spotted something fresh on the site and in the product today. Woo got a glow-up, with a beautiful new logo, a refreshed color palette, and an overall brand makeover that feels so right.

This wasn’t just a quick wardrobe change — it’s the result of a ton of collaboration across the company, and I couldn’t be prouder of the outcome. We designed this brand to stand out from our competitors in how we look, what we believe, and how we communicate our value. It’s a reflection of the exciting future we’re building. And this is only the beginning!

The Woo brand is a critical asset for our business and the entire Woo ecosystem. It’s our first impression with potential new users, the face of Woo for all our audiences. A strong, recognizable brand doesn’t just elevate Woo — it drives success for everyone who builds, innovates, and powers products and services for Woo stores. When Woo wins, we all win.

With the updated brand, we can invest more in driving awareness of WooCommerce — which is becoming increasingly important as we face challenges from competitors with high brand recognition and deep pockets. It’s our opportunity to put a stake in the ground about who Woo is and why we’re the best platform for building successful businesses for the long term.

Why new, why now?

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The Woo team has considered updating the brand for years, but there was never a thoroughly compelling reason to do so. And when a brand creates a new logo for no real reason other than newness, it usually results in a big whomp whomp.

But the business and the commerce industry have changed so much in recent years that it felt like the time to launch an updated brand to carry us into the future. While the old Woo brand served us well for many years, it no longer felt like it was working hard enough, thanks to a few key reasons. 

We understand our audience better

We’ve put in a lot of research into understanding our customers, the market, and who WooCommerce supports best: for both the merchants that operate stores day to day and the developers who build those stores. While WooCommerce can be a good fit for businesses of all shapes and sizes, we find where it really shines is for already-established businesses looking for the flexibility and customizability to take their success to the next level. 

And of course, our audience also includes our partners and potential partners: hosts, technology partners, agencies, etc. The brand needs to stand out and speak to them as well.

We’ve leaned into the benefits that resonate most with those businesses, and infused them into our brand: 

  • The customizability to create a beautiful store that attracts, engages, and converts.
  • The flexibility to choose exactly what you need to run your business — and nothing you don’t — letting you control your costs and scale your business on your terms.
  • True ownership of your store, your code, and your data with an ecommerce platform that will never take your business offline.
  • A global community of developers, builders, and creatives that ensures you’re never building by yourself.
  • The reliability and familiarity of WordPress, the world’s most popular CMS, which powers 43% of the internet.

Narrowing our focus means we know who we’re building the product for, so we can put more resources into building the right solutions for them. We also better understand who we are as a brand and who we’re talking to in the market. 

Our product is evolving

As Woo Artistic Director Beau Lebens posted in late 2024, we’re changing our product strategy for WooCommerce. Based on what we’ve heard from our customers and the community, we’ve shifted from building a collection of plugins and services toward creating a more comprehensive, integrated platform that will power the future of online selling. We’re integrating more essential tools into the core platform and improving our functionality and user experience to make WooCommerce easier to use out of the box. 

Evolving our identity (well beyond just the logo) helps our brand keep pace with this new product vision.

SaaS isn’t always the answer

The rise of SaaS commerce platforms has transformed the industry, and millions of store owners and developers now trust their businesses off-the-shelf platforms. The ease of starting and managing a business on one of these all-in-one solutions is a huge draw.

But as a business, we fundamentally believe that SaaS isn’t right for many stores. That ease of use can come at the cost of success down the road. Open source offers the flexibility and ownership that merchants need if they’re looking to build businesses that go the distance. 

One of the reasons we refreshed the Woo identity was that we needed a brand that stands out in the market and can compete with the slick marketing and brand work that many SaaS companies excel at. But the brand needed to be rooted in who we are, what we do, and who we’re for. 

More than just a pretty face

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In addition to the logo, we’ve introduced a refined color palette, customer photography, and other elements. But while those are the most visible changes for the brand, it was important that it not just be a design change. We wanted to rebuild the brand from the ground up to better resonate with our audiences, represent our product, and compete in the market. 

Over the course of the last year, we used our deeper understanding of our customers and the market to rebuild our strategy for communicating WooCommerce’s benefits and solutions. That includes revamping our brand platform and core elements like our voice and tone, and shifting to putting our customers more at the centre of our marketing. By telling the stories of the businesses using WooCommerce, we’re elevating our existing customers while painting a picture for potential customers of how we can help power their success, too. 

Where we go from here

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In 2025, we’ll continue evolving and improving the brand while we also make changes to our product to improve its usability, functionality, and performance. And in the coming weeks, our Head of Design, Daniel Nieuwenhuizen, will post a more detailed look at the updated brand and how the team developed it, so keep an eye out for that! 

I want to thank the dozens of people who launched this updated brand, from the marketing and creative teams who developed it to the engineering teams who helped us get it out into the world. The work was done entirely in house, by the people who know and love Woo best. 

It was a true group effort, and has been incredibly gratifying to see so many parts of the company coming together with such passion and dedication. I look forward to working with everyone to continue growing and improving WooCommerce for our business and our customers. 

Read the stories of successful businesses on WooCommerce
Tamara Niesen Avatar

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105 comments

  1. Bob
    February 4, 2025

    We were going to use woo commerce a few years ago for our golf cart rental but had problems and couldn’t make it work. We need a calendar that allows us to make multiple day rentals and keep up with inventory that also has dynamic pricing. We couldn’t make that happen so we went with someone else. Can we do that with the new woo?

    • Amber
      February 4, 2025

      Never in my life have I encountered a platform as problematic as Woo. One year after moving my store to Woo, I’m still having problems. It’s fundamentally flawed: there aren’t enough customization options built in and SO many plugins don’t play well together. I also have a Shopify site and it’s been better from day one. I get the urge to rebrand but you’re going to lose me and people like me soon if you don’t make Woo more user-friendly. We don’t care how capable it is overall if we constantly need to hire people just to make it work. That said, you are keeping the economy going! (At our expense, of course) Happy rebrand and here’s hoping for a better product under the glitz.

      • Robert ITman
        February 4, 2025

        So many options … and plugins …. happy to help you get your shop working to do exactly what you want without any conflicts, I’ve been doing this for many years for many websites … let’s meet: https://www.ourfingertips.com/lets-meet

        • Trey
          February 6, 2025

          How embarrassing dude, don’t promote here.

        • Yossi
          February 7, 2025

          I built 100 sites with Woo And I appreciate and thank you very much

      • jamesckemp
        Woo staff
        February 4, 2025

        Hi Amber,

        Thanks for leaving your feedback. I’d love to connect with you directly to talk about specifically what issues you’re facing and how we can help alleviate them.

        I am the Core Product Manager for WooCommerce, and I’m ready and willing to listen and make changes that help you and other merchants and builders just like you.

        Feel free to reach out to me over on X and we can get some time booked in to chat! https://x.com/jamesckemp

        Thanks,
        James

      • Sam
        February 4, 2025

        I’m a software engineer, and have had a proper deep dive under the hood look at both.

        Shopify is a good option if your business doesn’t have too many custom requirements, but it’s expensive and it’s also quite finicky to work with. Your data isn’t your data, you have little recourse for proper backups, since you have no direct access to your database.

        WooCommerce is fine as well for very basic sites, but if you’re trying to do something a bit usual, it’s typically better. That said, it you’re trying to stitch together numerous features from various plugin developers, they are almost certainly going to give you a headache.

        Once you’re on the pathway to multiple interconnected custom features, you should be engaging someone to properly build you that. Either by carefully vetting plugins, or building something custom.

        WooCommerce are unlikely to tell you that having 50 plugins from 50 developers is going to be hell, but it will be.

      • Keith
        February 5, 2025

        I love the new logo!
        I’ve noticed some improvements to Woo over the last couple of projects and really like the new developments.

        Keep it up team Woo!

        • ElPso
          February 5, 2025

          I don’t get it… so many bad comments.
          Wordpress and woo works excellent for me. I have 20 plus plugins and 18 of them are free! All of them work perfectly!
          I own my whole store, I own my data, I own all options to extend it with the marketplace or themes. And it’s basically for free. Who can offer you this?? It’s just crazy if you compare it to any platform!! Go and try Typo3, Joonla, Magento. Then you really know what is headache.
          Just because you pay tons of money to shopy and basic things work doesn’t mean it’s thee better system.
          It’s absolutely crazy what you can build in just one week on WP and Woo.

          • Lyn
            February 5, 2025

            I wish I could have the Woo/WP experience that you’ve described!

            I’m not a developer. Maybe that’s the reason I can’t work Woo out.

            I’ve tried numerous times to create my online store, not wanting to use Shopify etc as I want to OWN my store & I know that Woo/WP does make this possible.

            But I keep getting stuck.
            There’s so much to read, and implement.

            The settings instructions end up overwhelming me.

            Don’t even start on setting up the shipping OMG!

            My current “go” at all of this is once again stuck…while the other option I’m testing is ECWID by Lightspeed. It’s soooo much simpler!

      • Jakub Potocki, a WordPress developer
        February 5, 2025

        Hey Amber,
        Could you describe in detail problems you have encountered with Woo? Maybe I could help.

        https://potocki.org.pl/

      • Sonl Sinha
        February 5, 2025

        Hey Amber,

        I run an agency for over 15 years. So would like to help you with your issue of too many plugins not stitching together. Do reach me at https://www.sktthemes.org

      • Mark Sayegh
        February 5, 2025

        I would love to see an Integration with WooCommerce Social login, to be part of the Core.
        A huge “friction Point” is that many users outside those working in IT, would love to be able to login in with their Google account or Facebook Account or even Apple /android/ Pinterest.

        E Stores that have Social Login convert f20-40% More than those that don’t offer it.
        I have read also studies that state that e-commerce stores also experience up to 30% more in revenue by having social login as an option.
        And polls indicate that 80% prefer to have social login available.

        I understand that each social network is unique in the sense that they don’t all pull all the information you need for a customer to be able to make a transaction. But Maybe at a Corporate level, you can leverage your size and convince all the social networks to pull Name, Address, Email, Phone Number and not only that, but if they login with a social network that doesn’t pull all required fields, they will be promoted with a pop up to tell them, please fill out the required fields.
        Creating a new account is a HUGE Friction point.
        Having Social Login as part of Core, will take woo to the next level, and everyone benefits.

      • Jarrett
        February 6, 2025

        I moved from Shopify to Woo. Woo is significantly more customizable than Shopify and doesnt rip you off on fees either.

        Woo just requires you to know what you are doing or you have to outsource to someone who does.

        Shopify is like e-commerce for dummies.

    • alexandregonc
      February 4, 2025

      Hello, yes, it is possible. Let’s talk ( https://connectedpurpose.com.br )

    • Chris M.
      Woo staff
      February 4, 2025

      Hey Bob! When you were originally looking into this use case with Woo, did you look at WooCommerce Bookings (https://woocommerce.com/products/woocommerce-bookings/) by chance?

      Bookings is super robust and can handle a wide set of use cases. It can handle multi-day, user-selected bookings well, and it uses “resources” to account for inventory — which would mean that each golf cart would be a separate resource to prevent specific vehicles from being double-booked.

      The only item I am unsure on is the pricing side of things, as it depends on what “dynamic” means. Bookings does have lots of ways to tweak pricing, and it’s also compatible with other extensions (e.g., Product Add-Ons (https://woocommerce.com/products/product-add-ons/)) that can improve pricing flexibility.

      You can share some of your dynamic pricing requirements with us at https://woocommerce.com/my-account/contact-support/ and our team will be happy to help you determine if WooCommerce Bookings is the right solution for you 😊

      • Elliott
        February 4, 2025

        Linking a paid plugin with 37% 1-star reviews may not be the right move here…

    • Wesley
      February 4, 2025

      Actually working with some plugins that made it possible. Currently working with holiday rentals and preparing for a car rental company as well.

      Happy to help out if you need!

    • Alex A
      February 4, 2025

      I think the problem with a lot of people complaining here is that you are lacking basic web development or basic research skills. Woocommerce provides tremendous flexibility and out of the box it is a superior to Shopify (which is all pay to play also liquid sucks).

      We have multiple sites that make millions per year, all in WordPress with Woocomerce.

      • Sean
        February 4, 2025

        I absolutely agree that Woocommerce is highly flexible and extendable with plugins to suit almost ant project. It requires some basic web development and research if you have complex requirements.

    • Mavi
      February 7, 2025

      Ive been using Woocommerce from a long time and creating sites for customers and these 2 things you are mentioning are features Ive seen and use.

  2. Kevin Sprague
    February 4, 2025

    Excellent! A great update, great design – great product. Keep it up – I’ve been a Woo customer since day one – appreciating the greater integration across the product. Thanks.

  3. tsfusa
    February 4, 2025

    Great to hear new improvements on the horizon. We urge Woo to provide more of a plug and play commerce solution that is intuitive and easy for our customer’s experience, and on the back-end easier more immediate access to live support as needed.

  4. Eamonn Cottrell
    February 4, 2025

    Glad to hear the plan is to make it more comprehensive. That’s been the only issue the last several years – stitching together different plugin for different use cases. Love the brand refresh!

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Thanks! Yeah, we hear you on the plugin situation – piecing plugins together isn’t always easy, and we’ll hope to make it easier. That’s exactly why we’re working on building more essential features right into core WooCommerce.

      Really appreciate the kind words about the brand refresh. Stay tuned for those core improvements we’re working on.

  5. Arne
    February 4, 2025

    Wooooohooooo! Great design for a great solution

  6. Dr Bersisa Berri
    February 4, 2025

    I like idea of integrating the essential WooCommerce plugins together for ease and simplicity. I hope Woo work hard on simplicity and make platform user friendly as store owners need to focus more on product development, marketing and sales than putting more time on understanding the apps , plugins and putting them together which actually take a lot of time. So please make integrations and simplicity your priority. Thanks.

  7. Billy Mangino
    February 4, 2025

    Nice, an expensive rebrand. Let’s hope you now turn focus to product improvements.

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Actually, we developed this rebrand entirely in-house – no expensive agency costs. Our engineering teams stayed focused on product development while our design team worked on this fun brand update to make sure we had a look that matched the level of investment we’re putting in the product. We want to grow the Woo ecosystem for everyone, and needed to look the part.

      Speaking of product improvements, we’re actively working on integrating more essential features into core WooCommerce. Our main focus is making the platform more powerful out of the box while keeping the flexibility our users need. What product improvements would you like to see?

      • Yendi
        February 5, 2025

        More flexibility and options towards checkout like Clickfunnels or FunnelKit. That would be awesome!

      • April Moloney
        February 5, 2025

        I have trouble making taxes and shipping work even with the plugins. I also am having trouble with uploading products from my vendors. I run on online pet supply store. I recently tried Shopify and found it harder to work with and expensive for what I needed. I am a small business and probably need some expert to help but I want to learn how too.

      • Toon
        February 6, 2025

        What product improvements would you like to see?

        I’m using Woo on various sites for my clients.
        In case an e-commerce store/site shows a lot of products and product variables, there is no way to introduce an efficient menu on a ‘category’ page involving ‘categories’ and, say, ‘subcategories’/’tags’. Not out of the Woo box at least. So, we need to buy another plugin? (and we bought a lot…).

        Love to hear from you.
        Newtone. Designing You. from the Netherlands.

  8. Luke
    February 4, 2025

    Great update and like the focus on core enhancements versus plugins. Please make a major focus on brick-and-mortar POS… a big challenge for many of us and not a lot of good POS solutions.

    • Kade McConville
      February 5, 2025

      Imagine an official Woo POS. This would be the single biggest addition to Woo for years. Desperately missing from the core Woo offering right now.😍

      • Janice Regan
        February 5, 2025

        Absolutely agree. I have been trying to move off Square for over a year onto and our WordPress site. However, the Woo POS option is nonexistent. I am struggling with how to handle on site sales versus online sales.

        • Julia Callicrate
          Woo staff
          February 5, 2025

          Not quite ready for an official announcement but very happy to say that we are working on an early version of POS for WooCommerce! More to come soon.

          If you are interested in participating in our beta, let us know by emailing research@woocommerce.com with a really quick note that you’re interested in the POS beta (available in the U.S. and the U.K.)!

  9. Ricardo Lasa
    February 4, 2025

    Love the new logo Tamara and woo team! Proud to be a partner!

  10. Robert ITman
    February 4, 2025

    Nice new branding with Woo! Love the Woo cart logo. Forgive me for continuing to call you “WooCommerce” to my clients and prospects as it saves me from saying “Woo for your new e-Commerce Shop”. Keep up the great work, Woo, you help us create better online shops … definitely the best of the best … do your own research and see for yourself how Woo is better on every level than shopify, wix, squarespace, and similar … trust me I’m using them all and moving more and more to Woo.

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Thanks! No worries at all about using “WooCommerce” – that’s still our core platform name, while Woo is how we refer to the brand. Totally fine to use either!

      Really appreciate you sharing your hands-on experience moving shops to our platform. It means a lot to hear from someone who works with multiple platforms and chooses WooCommerce for their clients.

  11. sina arzany
    February 4, 2025

    Change is always good. congratulations
    A great update for a great product. Keep it up

  12. Peter Netz Lassen
    February 4, 2025

    Hi Woo-People!
    You always did a fandabidozi job – then, before and now… I am sure you will carry the flag for some more miles! Serving the world with an opportunity to shop.

    Keep smiling and make the world happier

    Love
    Peter

  13. wisecatapothecary
    February 4, 2025

    With all of these improvements, it would be nice if 1) the sales tax on Woo Shipping and Tax would actually work, 2) the bots in customer support provided information that was helpful rather than destructive, and 3) I didn’t have to wait for up to a week to get human customer support. Right now, my website is a holy mess because some recent update on the Woo side has made collecting sales tax accurately absolutely impossible. I’m out money and time, and I’m running the risk of being fined by the state of Oklahoma for incorrect collection of sales tax. Have I received any meaningful help in response to my (count them) three support tickets? That would be no. Much more of this, and I’m moving to Square.

    • Brian Taylor
      Woo staff
      February 4, 2025

      Howdy! 👋

      I just sent you a reply in your support inquiry. 30 hours is definitely a longer wait time than we aim for, so I apologize for the delay! 🙇‍♂️

      Your tax situation is pretty complex and might be beyond what our free tax offering can handle, but I’m confident we can find a solution that will meet your needs. We’ll have our eye out for your reply so we can dig in deeper. 👀

  14. Jeff At Tanasi
    February 4, 2025

    Without marketing we are not able to balance with Sales. Thus, Sales and Marketing go hand in hand. We sell a patent-pending University developed product that works 2X better than similar products. Those other companies have just one active ingredient compared to the two active ingredients in our products. Our industry is scrutinized because of lack of a regulatory framework, yet Woo is always working for us. We use plug-ins to look at the data in all directions, and Woo is there with reports for us. Sometimes we say, “Woo Hoo” because without Woo, who are we? We know we have options, and Woo is our choice. Love the rebrand. The New Woo logo embraces the identity without confusion.

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Thanks for sharing your story! Really cool to hear how you’re using WooCommerce for your university-developed product, especially with all that reporting you need to keep track of.

      Great point about marketing and sales – they definitely go hand in hand. And “Woo Hoo” made me smile 😂. Glad the new logo works for you. Stories like yours remind us why we love what we do.

  15. NonStop Marketing
    February 4, 2025

    Congratulations to the Woo team on the brand refresh! We use WooCommerce for all of our client projects and our own personal sites because it has so much customization and flexibility.

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Love to hear it! Share some examples! We love seeing beautiful Woo stores 🙏😍

  16. Jennirocks.design
    February 4, 2025

    Congratulations on the rebranding! Now I would appreciate you helping us to sell to our community as you do to yours. Please work on YouTube Shopping. ❤️

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Thank you! That’s interesting feedback about YouTube Shopping! I’ll make sure the team that is working on our multi-channel products hears it.

      What’s your YouTube channel? We’ll subscribe and see what you’re up to 😁

  17. Giovanni
    February 4, 2025

    Great love it! second redesign you made in few years, maybe instead of spending time (and money) on redesign, will be better to focus on the product instead? Woo is not competitive anymore, if you need to build something that is not like a simple few tshirt store that sell in your hometown only, you will face a lot of issue integrating plugins for every small funcionality of the store, making it very expensive at the end, in respect of other “saas” app that cost less, and offer much more funcionality.

    Ecommerce is global, where are multi language support (native, of course) or multi currency? this is just a small example, of course.

    for anything that is from Small, to very Small ecommerce, with no international requirement (an example) or multi language (another example) or multi currency (another example) or multi price list (and another another example) Woo is great. when you start adding plugins, that start the mess.

    by the way, love the product, and the WP eco system, but i really think you are some way behind from the rest of the world now.

    keep pushing!

    • Francisco
      February 4, 2025

      +1.
      And I would also add that some plugin prices went up almost 100% in 2 years (WC Subscriptions) without a lot of improvement.

      • Brent MacKinnon
        Woo staff
        February 5, 2025

        Thanks for your note about subscription pricing. Just to clarify – WooCommerce Subscriptions has actually gone from $199 in 2016 to $279 today, which works out to about a 40% increase over 9 years.

        While we understand any price increase affects merchants, we’re working to add more value through regular updates and improvements. That said, I’ll pass along your feedback about wanting to see more substantial improvements for the investment.

        We’re focused on making sure our pricing stays fair while continuing to improve the platform.

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Thanks for your candid feedback.

      You’ve highlighted some really important gaps, especially around internationalization and multi-currency support.

      While we support plenty of major brands like NutriBullet, UPPAbaby, and La Marzocco at significant scale, we know we need to make it easier for all merchants to reach that level without relying on tons of plugins. (If you’re interested you can see these brands – and some case studies – featured on our new homepage at woocommerce.com).

      Just a note about spending money – this rebrand was done entirely in-house by our own team, without external agency costs. Our engineering resources stayed focused on product development. I’m glad you love it, we do too, and we’re very excited to have this new foundation to help grow the Woo ecosystem for everyone.

      On the topic of the platform, we recognize that adding plugins for basic functionality isn’t sustainable, both cost-wise and for store performance. As we shared in the post, we’re actively shifting away from the “plugin for everything” approach. Our development focus is now on building many of these essential features into core WooCommerce.

      Your examples of multi-language, multi-currency, and price lists are exactly the kind of functionality that may not need to require separate plugins. We’ve got work to do to catch up in some areas, and we know it.

      I’ll share your specific feedback about international commerce features with our product team – it helps reinforce where we need to focus our development efforts.

      We appreciate your support of WooCommerce and the WordPress ecosystem. Your push for better core functionality is spot on, and that’s exactly where we’re heading.

  18. Florian
    February 4, 2025

    Love the change! And I believe you’re absolutely on the right track with making WooCommerce more complete in itself. I was missing so many core functionalities that are just available on Shopify which also makes it much harder for 3rd party providers to catch up on those. Just one example is fulfilling orders in partial shipments. While this is a native feature in Shopify and therefore very easy to catch up from, from all kinds of ERP providers Woocommerce need customization or an additional plugin just for this partial shipment functionality which makes it impossible for 3rd party providers to develop functionality as there is no core functionality of this given.

    Therefore I can’t wait to become Woocommerce just MORE in their core. I know not everything needs to be SaaS but I believe we are far away from that, so you have room to make Woo more complete 🙂

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Thanks! Your example about partial shipments really hits the mark. You’re right – by building more essential features into core WooCommerce, we can create a better foundation for both merchants and third-party developers to build on.

      This kind of feedback helps us prioritize which features to integrate first. The goal is to strike that balance – giving merchants the core tools they need while maintaining the flexibility that makes WooCommerce powerful.

      We’re well aware we’ve got work to do on the core product, and making it more complete is exactly what we’re focused on. I’ll make sure to pass your feedback about partial shipments to our product team – it’s exactly the kind of specific input that helps shape our roadmap.

  19. Joanna
    February 4, 2025

    Great news on the rebrand but can we now customise the single product page? I’ve given up with woo because it’s just been a nightmare & taken far too long (months) with too many little plugins conflicting with each other just to be able to get it to work & look appealing at an even basic level. Making the single product template inaccessible to edit the way it looks has taken a non developer months. Gutenberg, elementor, countless themes, wolenter, shoplentor, etc. etc. all too clunky & not enough options to just set positioning & styles. I got a beautiful site set up & ready to go in 2 days with payments processed & in my bank account within 24 hrs using square vs the 7 days with WooCommerce. It doesn’t have as many bells n whistles but it gets the essentials right. Great work on the rebrand but the core functionality is what ppl need.

    • nerrad
      Woo staff
      February 5, 2025

      Hey there! There is active work on making the shopper-facing single-product page more customizable within the block editor. We’re working on a product gallery block, introducing an accordion block for more customization options with product details, and the “Add to Cart with Options” block for better control over the shopper experience there.

      We’d love to understand more about what is clunky for you and the options you are looking for when it comes to customizing the layout and styles. If any of those blocks I mentioned are relevant, your feedback is welcome in the discussions, or leaving a new discussion with those details would be super helpful! We want your experience to be great here!

  20. YDER
    February 4, 2025

    Service rapide

  21. eCom Pro
    February 4, 2025

    Woocommerce is our best friend, developer friendly and great for pretty much every type of business. We have never had a problem a little PHP could not solve. We are also looking forward to the Woo App, only if there was a way that it would work with customised login paths for example everyone knows the default login path to wordpress, so we change it to something unique we notice the app doesnt like this, can we fix this?

  22. Christopher
    February 4, 2025

    This post makes me ashamed to be in the branding business.

    It’s all about how Woo looks, very little about what actual value Woo delivers for its customers — and their customers.

    A useful exercise when writing for publication is ‘what do I expect my readers to get out of this?”

    I don’t know what benefits WooCommerce customers, WooCommerce partners, and potential WooCommerce customers get out of a) the brand redesign and b) knowing about the brand redesign.

    It speaks volumes about the priorities of Woo that this release contains only one paragraph on S technology. Ironically, the piece takes the time to post a criticism of “off-the-shelf” products (hello, Shopify), and then touts the new product direction as being more “integrated”, another way of saying more “off-the-shelf.” So, in addition to being of middling interest to WooCommerce stakeholders, it’s an internal contradiction.

    The best thing you can do for your brand is make a great product that your customers can’t do without and your competitors can’t duplicate.

    WooCommerce is a product that many customers resign themselves to rather than depend on, and that competitors innovate away from, rather than trying to emulate. Woo’s new “integrated” product strategy confirms that.

    This is embarrassing, and reflects poorly on the role great branding is capable of playing in a great company’s success.

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Thanks for this detailed feedback. You make valid points about focusing on substance over appearance. While the post emphasizes the visual aspects, the brand update is really just one visible part of deeper changes we’re making.

      Let me clarify about the integrated platform direction – it’s not about becoming another off-the-shelf solution. We’re working to reduce friction while keeping the core flexibility and customization that sets WooCommerce apart. That means merchants won’t need to piece together dozens of plugins for basic functionality, but they’ll still have full control to build exactly what they need.

      You’re absolutely right that the product needs to deliver real value. The brand work is meant to support, not replace, fundamental improvements to WooCommerce. We should have been clearer about the specific benefits these changes bring to merchants, developers, and partners.

      We’re taking your feedback about communication priorities seriously, and we’re excited for folks to continue engaging with our work as we continue to roll out updates to our platform and products

  23. David
    February 4, 2025

    First of all congratulations on the logo that morphs from a shopping cart to a logo.

    Where you say “But as a business, we fundamentally believe that SaaS isn’t right for many stores.” Yes, not least because with SasS you have a domain name and nothing else.

    The fact that Woo is built on WordPress is a big deal. Respect to Matt and Automattic for grasping what Woo could offer.

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Thanks! I agree that the new logo is pretty great 😂🙏. Building on WordPress has made such a difference. Having a solid open-source foundation has helped so many merchants build something that’s truly theirs.

  24. bennett hoffman
    February 4, 2025

    A new brand, why? Woo needs product enhancement to make it more user friendly, and eliminate the need for all the plugins needed for variable pricing solutions , flexible shipping, product display, etc. It seems these days that messaging is more important than quality, and that’s a shame.

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Hi! The core features you mention are a priority – we’re integrating essential tools into WooCommerce itself, reducing the need for plugins like variable pricing and shipping.

      The brand update supports our product evolution. A stronger brand brings more users to our ecosystem, creating opportunities for everyone. But our main focus remains on improving the platform.

      We’re enhancing both the product functionality and its presentation. The core improvements you’re asking for are in progress.

  25. stefan franke
    February 4, 2025

    Hey, what a cool redesign of brand… woo snd the cart . great job!

    • Brent MacKinnon
      Woo staff
      February 4, 2025

      Thanks Stefan!

  26. Richard J Crabb Sr
    February 4, 2025

    How do I update my account

  27. Jeffrey Parker
    February 4, 2025

    We’ve set up a Woo shop in hopes of migrating off of the benighted and vexing Etsy, but all the dark stories over read about management chaos at WordPress have given us pause about pressing ahead. Please address the elephant in the room, which is what happens to all the encouraging developments at Woo if WordPress collapses due to hubris and ego and greed?

    • Sean
      February 4, 2025

      I don’t think WordPress is going anywhere!
      Go ahead and launch your project.

      • Christopher
        February 4, 2025

        Sean…

        There are two ways of reading “…not going anywhere.”

        One of them is that they’ll be around.

        The second is…less charitable…

  28. Buğra Yazar
    February 4, 2025

    Congratulations to the Woo team. inspiring 👏

  29. DJ
    February 5, 2025

    Happy for your pretty new face but this post tells me nothing about what has been changed and what will be changed in the platform. Woo has many hurdles, the biggest of which is making it more user-friendly and less dependent on devs. Small businesses do not have large dev budgets and locking us out of page design when it is as easy as incorporating a drag and drop builder for ALL of the pages seems like something that should have been done years ago. I hope the next post actually holds some substance.

    Congrats of the fluff now show us the stuff.

    • Brent MacKinnon
      Woo staff
      February 5, 2025

      Thanks for the direct feedback. You’re right that it’s time for concrete platform improvements, which is why we’re rolling this out now to coincide with the investments we’re making in the platform.

      We’ve actually already made some progress on easier page building – WooCommerce is fully compatible with WordPress block themes and the Gutenberg editor, which gives you drag-and-drop functionality right out of the box. You can build and customize your store pages without needing a developer.

      We’re working on a new flagship theme and plenty of other improvements to make the platform more user-friendly. While this post was focused specifically on our brand update, you can follow all our platform developments and improvements on our developer blog at developer.woocommerce.com.

      That said, we know there’s more work to do. I’ll make sure your feedback reaches our product team. Keep an eye out for our upcoming product announcements with more improvements.

  30. Carlos andrade
    February 5, 2025

    It’s amazing to see a new brand update. congrats! 🥳

  31. Martin
    February 5, 2025

    I’ve use woo for the past 7 years, but I have worked in e-commerce since the 90s… Including using such horrors as osc and zen cart. I’ve even worked on over 10 successful Shopify launches.

    I love woo, I think it’s great… However, not perfect!
    Biggest requests I’ve had the past 18 months from clients are

    A POS interface, WITH integration with physical card readers, for in-person sales. I know there are POS plugins that work great, but none that successful bridges the gap between a Woo POS, barcode scanner and physical card reader…. But, this can be achieved out of the box with Shopify and with plugins with Prestashop.

    • Julia Callicrate
      Woo staff
      February 5, 2025

      It’s so great to see these requests for POS. Very happy to say that we are working on an early version of POS for WooCommerce.

      We’re also looking for beta participants! If you are interested in participating, let us know by emailing research@woocommerce.com with a really quick note that you’re interested in the POS beta (available in the U.S. and the U.K.).

      • Martin
        February 5, 2025

        Yes! Definitely interest… But, again… The biggest barrier for customers is the lack of card reader connectivity and a usb connected bar code scanner to a Woo POS.

        There are solutions out there, Square for example (which is awful and simply does not work with stock syncing), light speed and there’s smaller independent systems that use APIs to connect, but they all very much a sticky plaster approach.

        One centralised Woo ‘retail’ system, combined online and in-person sales platform would amazing.

  32. Jeff
    February 5, 2025

    This is another miss.
    That new logo is cool and all, but it appears to be more user friendly than it is. Anyone that has used Woocommerce seriously know this. This is a product for developers and experienced shops.
    Do you want to compete with Shopify? Add more user friendly features, improve the overall UX and make a complete overhaul of the whole experience. Shopify is lightyears ahead from Woo and not even all the paid premium plugins would rival a well-set Shopify store.
    Do you want to cater to experienced stores with customization? Then a rebrand was not needed. Focus on the product and fixes you need to make a reliable store than can handle large data and doesn’t need to update its database each upgrade. Make a guideline for plugins to ensure compatibility with each other and leverage mobile integration that doesn’t solely relay on jetpack products that are awful.
    That’s probably too much to ask, but don’t stretch your so limited budget for a fancy little bright up if all the underlying issue are so ever present, especially under WordPress current management.

    • Brent MacKinnon
      Woo staff
      February 5, 2025

      Thanks for this thoughtful feedback. You raise important points about our platform’s positioning and priorities.

      While we serve some major brands like NutriBullet and UPPAbaby at scale, you’re right that WooCommerce has historically required more technical expertise. The brand refresh was done entirely in-house to avoid diverting resources from the product development that we’re investing in currently to push us forward in that department.

      We’re actively working to improve core functionality and user experience while maintaining the flexibility that sets us apart. This includes better plugin compatibility, improved mobile integration beyond Jetpack, and more stable upgrades. You’ll see these improvements rolling out as part of our shift toward a more integrated platform.

      But you’re correct – we need to be clear about who we’re for. While we’re making WooCommerce more user-friendly, we’ll always prioritize giving merchants full control and customization options over being a purely out-of-the-box solution.

      I’ll make sure your specific feedback about database updates, plugin compatibility, and mobile integration reaches our product team. These are exactly the kind of improvements we’re focusing on.

      Feel free to follow our progress on developer.woocommerce.com where we share regular platform updates.

  33. Ali (Enk.)
    February 5, 2025

    Hi there.

    I’ve been following Woo since it was WooThemes. One of the best Theme Development company for WordPress. You guys have come a long way and have also ditched your Woo Ninjas. Those guys were cute.

    WooCommerce on the other hand is a very different, much more bigger entity now. and I love it. Keep doing the great work you guys! 💜💜💜

    I love the new branding. Spot on!

  34. Machiel OBERHOLZER
    February 5, 2025

    WordPress with Woo is working perfectly for us in a retail environment for several years now. Even got it integrated to our ERP system with live product and price updating. Thanks for a great product!

    Users should just try to limit plug-ins if they want a quick site. Some indication on plug-in performance penalties would be nice.

    Now if you can come up with a kick-ass POS add-on it would be great! None of the third party items really does the trick.

  35. MK
    February 5, 2025

    this is great, just also update your mobile app ui & the features provided as its leaps & bounds behind other platforms

  36. Toine Branbergen
    February 5, 2025

    Love Woo and love the new branding also, congratulations!

  37. David
    February 5, 2025

    I guess when you can’t fix your flaky product, you’ve destroyed your reputation and you’ve built a tower of cards techstack, the best thing you can hope to do is change a logo. 😂

    This is embarrassing.

    • Brent MacKinnon
      Woo staff
      February 5, 2025

      Thanks for sharing your perspective. While you might disagree, we’re actually making significant improvements to the core platform alongside this brand update, which was done in-house by our team.

      We support major brands like NutriBullet and La Marzocco at scale, and we’re working on making that level of performance accessible to more merchants. You can check out some case studies at woocommerce.com to see how businesses are successfully using WooCommerce.

      If you’ve had specific technical issues, I’d be happy to point you toward resources to help resolve them. I’ll also make sure your feedback reaches our product team.

  38. kneetbe
    February 5, 2025

    We at (https://kneet.be) love it! Cheers from Belgium.

  39. Paul
    February 5, 2025

    Hello!! Long time user of woo here & about to start a new big project for a sports brand… You know what the problem is here, most of a friends who design websites, who all used woo for years & years, have shifted (along with clients) to shopify…

    They kept going on at me to check it out… and i can see why they have.

    I htink one of the problems with woo is thus… wordpress Gutenberg editor is a total mess and really far behind… so what happens then, that leaves new people who are thinkning about woo, to do thus

    find hosting > install wordpress > install woo > set everything up > try Gutenberg with a theme, get infuriated by it ( as you cant even do standard things e.g make changes on mobile that only save to mobile ) > think about going elsewhere > buy a new theme to try with all the features > then have to link to the makers with a code for a licence > then realise have to install all the plugins > at least 2 even for basic adjustments like logo > probably install at least 5 for the features > then also have to install e.g – elementor > now learn how to use that > oh but that does work on all pages > finally get somewhere > oh theres a plugin clash somewhere > try to sort that > finally ready to try the website > hang on the emails that go out look total crap > add some code to adjust the wording of them > realise woo is going to release an update to edit those emails > oh thats in gutenburg > but im used to elementor now > now ive added my products… something is slowing the website down… ill try to find out what > friend in my ear, oh i built my website in like 1 click on shopify…

    Now i understand woo is more for developing which is great, but it would be nice to not have to install a plugin jsut to edit layouts, Gutenberg should be with par of elementor surly?? even the basics.

    Then, even if that all goes well and i want to hand of for the client to use… the backend is sooo old fashioned and slow – take a look at the plugin vendbase or storeui > thats how it should be..

    Look, im a big fan of woo, but even im starting to lag with it… from someone who is new that hasn’t got some knowledge they are just not going to bother…

    All my friends have said ” all they see woo is doing is adding features that should of been done years ago like ‘brands’, writing blog posts about other people using woo and adding a new branding, isnt cutting it for them. Seems like woo have sitting there as they were the go-to… now shopify etc are catching up… seems to be abit of panic – thats why weve moved away ”

    Well, ive had my say ( and my friends ) – i do worry for the future of woo… i think if the editing side of things were sorted out it would be great… i never thought id say it… but i wish woo was its own sepearte thing from wordpress now with its own editior

    • Brent MacKinnon
      Woo staff
      February 5, 2025

      Thanks for such a detailed perspective from someone who’s been with us long-term. Your step-by-step breakdown of friction points is incredibly valuable feedback.
      You’re right about the editing experience – while we’re fully compatible with block themes and Gutenberg now, we know there’s room for improvement. The need to juggle multiple plugins and editors isn’t ideal. We’re working on making the core platform more complete out of the box, which includes improving the built-in editing experience.

      About that backend interface – we’ve seen the modern admin UIs you mentioned, and we’re working on improvements there too. The brand update actually coincides with our shift toward a more integrated platform that should address many of these pain points.

      I’ll make sure our product team sees your specific feedback about mobile editing, email customization, and the admin experience. These real-world scenarios from experienced users like you help guide our development priorities.

  40. Someone Kr.
    February 5, 2025

    That’s great and all but as said previously the core of woocommerce is absolutely in need of basic features. Having to install a plugin for each single thing isn’t viable on the long run. Alot of times just having to let go of said needed plugin because there’s no way around conflicts. I have paid and tried so many well rated plugins and the last couple months got rid of most due to conflicts. I have 25 left because I am burnt-out.

    I was on shopify but at the time it was still very much limited. Recently I opened a new store on there and I must say they are literally light-years ahead, I regret and if I wasn’t so far ahead I would do the switch. I have a huge e-commerce store that it would take so much time. It really costs less to run a Shopify store than a woocommerce one.

    So I try to be positive that things will improve, I saw that Woocommerce Brands was added to the core which is a great start 👍

    These are basic features that should have already been added :

    –> Having a more mobile friendly user experience as I am writing this from my phone😉 in this day and age clients are always most of the times scrolling from a phone and purchases most of the time comes from a phone so having a basic mobile friendly cart is essential. I have no idea why the cart has not been improved with the possibility of customising.

    — > Invoice is a basic feature in e-commerce, you sell something, client gets an invoice.

    –> That one is really important, clients being able to translate the website. Shopify has really managed this, multi languages and currencies. I know there are many plugins but as always so many conflicts with having to install different ones to have a decent result.

    That’s it for now 😃

    • Brent MacKinnon
      Woo staff
      February 5, 2025

      Thanks for this detailed feedback, especially about core features. You’re absolutely right about plugin fatigue – we hear you on the burnout from managing 25 plugins and dealing with conflicts.

      The addition of Brands to core is just the start. Your specific examples – mobile-friendly cart customization, invoicing, and multi-language/currency support – are exactly the kind of essential features we’re working to integrate into core WooCommerce. The goal is to reduce reliance on plugins for these basic functionalities.

      Really helpful to hear about your platform comparisons too. While we’re proud to power some major brands at scale, we know we need to make it easier to run stores of all sizes without piecing together lots of plugins.

      I’ll make sure our product team sees your feedback, particularly about mobile cart customization and multilingual needs since you’re managing this right from your phone. Keep an eye on developer.woocommerce.com for updates as we continue integrating more features into core.

  41. Leo Diaconu
    February 5, 2025

    We’ve been doing development on wordpress and woocommerce for at list 10 years and I can tell you that I’m getting sick of having to use a lot of plugins or develop custom ones to acheive what other platforms offer for free (hint: prestashop).
    I’can’t belive that in 2025 you still keep al the products data in 2 tables (posts and posts meta).
    These days we are doing more and more development on prestashop. And since it now has drag and drop plugins similar to wordpress ai see no reason at all to use a ton of plugins to achieve what they do aout of the box AND at the end of the day have a waaay slower website.

    WordPress and woo are great but you need to step up your game and do some real changes under the hood.

    And by the way, some of the changes that you claim that you want to integrate intro the core plugin, were there before woocommerce was aquired by automattic. And now think of putting them back. Well, you could at list do that.

    • shanibanerjee
      Woo staff
      February 6, 2025

      Hey Leo,

      We have actually addressed moving away from the post and post_meta tables for Orders in WooCommerce 8.2. You can check out the High Performance Order Storage Documentation here (https://woocommerce.com/document/high-performance-order-storage/).

      Sometimes products go through cycles and seasons as well – and we learn from those moments of growth. Hoping that those features you liked in WooCommerce originally are back to serve you well again – and now – with custom order tables! That said, we can take that feedback for Products as well.

      We recently interviewed Maksimer about how they sped up Kellox’s 800,000 SKUs(https://woocommerce.com/posts/kellox-maksimer-scalability-woocommerce/). Highly recommend checking that out for some inspiration if you are looking to maximize performance with Woo and see HPOS leveraged.

  42. José Jefferson
    February 5, 2025

    This is an incredible look at the WooCommerce identity, I really loved it, now I hope that the plugin has a makeover like this, bringing a more modern design, a complete dashboard.

  43. Paul
    February 5, 2025

    Also, a little off topic – its impossible to sign up to woocommerce on here

    it says – Please confirm your email address. An email has been sent to ‘my@email ‘ Didn’t receive it?

    which i did confirm, then it still says

    Please confirm your email address. now when i click it it says – Log into your WordPress.com profile. > Go to your user avatar and click “Verify your email”. > Select “Resend email”. theres no such option to do that.

    Why is there 2 steps to do this?? If there is at least have the options there…

    This is the only place i can think to post this… if you ask for support it asks you to login & confirm again… which i cant

    • Darcie
      Woo staff
      February 5, 2025

      Hi Paul,
      Thanks for letting us know! I’ve resolved that issue for you; you should now be able to use the support form. If you still see a notification to confirm your email, please log out and log back in.

  44. JJ
    February 5, 2025

    This revitalization amounts to putting lipstick on a pig. The biggest problems with woocommerce are still prevalent: application bloat, a poor admin UI, and reliance on costly 3rd party subscription plugins for BASIC functionality.

    • Brent MacKinnon
      Woo staff
      February 5, 2025

      Thanks for the direct feedback. While this update was done in-house alongside our product work, you’re right that there are core issues we need to address.

      We’re actively working on reducing plugin dependency by building more essential features into core WooCommerce, improving the admin UI, and addressing performance. These aren’t just plans – we’re making real changes to the platform’s foundation, like our new High-Performance Order Storage system.

      I’ll make sure your specific concerns about admin UI and subscription functionality reach our product team. You can follow our technical progress at developer.woocommerce.com.

  45. Nelson
    February 6, 2025

    I have had a Woo store active for about 2 years. At the moment I only have other people’s products. I haven’t had any problems so far. But maybe more the styling option is missing. You can view it at https://nelmediashop.com/

  46. Usman Khurshid
    February 6, 2025

    I’m amazed by how versatile WooCommerce has become. We can do almost anything not only related to e-commerce but can also use WooCommerce in other projects as well. Our recent project about web hosting automation includes WooCommerce for payments and product setups. You can check out our services and work on WooCommerce on our website:
    https://www.itechtics.com

  47. Solace
    February 7, 2025

    Great! A new color and brand, love it and congrats, very nice indeed…

    Have worked with woo for many years, since it launched and love it and love you guys – and will continue to do so.

    However, we as an agency, I still struggle to persuade users to go with Woo once they have discovered shopify. Yes, I know shopify is a cookie cutter, but a lot of people love the simplicity and a single payment “set and forget”.

    I think if woo is to survive and grow, they should introduce a tiered “monthly payment plan” that covers x number of plugins for developers. We used to have it – though that was on a per plugin basis – then you guys took it away. Could you bring it back please?

    An example of how this could work would be something like this: get access to up to any 4 plugins on 2 sites $10 month; 4 plugins on 5 sites $20; 4 plugins on 20 sites $40 mo; 8 plugins on 2 sites, $15 month; 8 plugins on 5 sites $30; 8 plugins on 20 sites $50 mo; etc…

  48. Michael.liang
    February 7, 2025

    Woo is a good e-commerce system, but the performance of WP is worrying. Many customers are too laggy when using it, especially when there are many plug-ins. We also have a practical shopify, but the later costs are expensive and also related to the risks of the store. Later, we used beikeshop, which is fast, stable and easy to maintain. In short, any where I hope that Woo will become better and better

  49. remytennant100
    February 7, 2025

    Given how poor the core product is compared to Shopify I can see why the marketing team wanted to rebrand. Sorry but the best rebranding in the world will not make up for low performing software and a failing ecosystem. The “customization” you can do in Woo loses any luster when your site is constantly breaking down and you lose basic functionality.

  50. Yossi
    February 7, 2025

    I built 100 sites with Woo And I appreciate and thank you very much

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