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Automattic’s Quiet Strategy: Owning the Commerce Stack
- 2 days ago
- 5 min read
E-commerce continues to evolve rapidly, with companies seeking control over every layer of their online sales infrastructure. One player making significant moves without much fanfare is Automattic, the company behind WordPress.com and WooCommerce. This post explores Automattic’s strategy to own the commerce stack, focusing on how it leverages the Woo ecosystem and open-source commerce principles to build a powerful, flexible platform for merchants and developers alike.
You will learn how Automattic’s approach differs from traditional commerce platforms, what commerce stack ownership means in practice, and why this strategy appeals to e-commerce strategists, open-source advocates, and digital investors. We will also cover practical examples, cost considerations, and how tools like HubSpot can complement this ecosystem to improve marketing and customer engagement.
What Does Commerce Stack Ownership Mean?
Owning the commerce stack means controlling the full set of technologies and services that power an online store. This includes:
The storefront and content management system (CMS)
Payment processing and checkout
Inventory and order management
Customer data and marketing tools
Hosting and infrastructure
Automattic’s strategy centers on building and integrating these components within the Woo ecosystem, which is based on WooCommerce, the leading open-source e-commerce plugin for WordPress.
By owning the commerce stack, Automattic can offer merchants a seamless experience with fewer dependencies on third-party providers. This control also allows for faster innovation, better security, and more customization options.
How Automattic Builds Its Commerce Stack
The Woo Ecosystem as the Foundation
WooCommerce powers over 40% of all online stores worldwide. Its open-source nature means anyone can customize or extend the platform. Automattic has invested heavily in growing this ecosystem by:
Acquiring complementary tools and services such as payment gateways, shipping solutions, and subscription management
Developing integrations with popular marketing and CRM platforms
Supporting a large community of developers who create plugins and themes
This approach contrasts with closed commerce platforms that lock merchants into proprietary systems. Instead, Automattic’s strategy encourages flexibility and innovation while maintaining a core set of reliable tools.
Key Components of the Commerce Stack
WooCommerce Core: Handles product catalogs, shopping carts, and checkout.
Jetpack: Provides security, performance enhancements, and analytics.
WooCommerce Payments: Simplifies payment processing within the platform.
WooCommerce Shipping: Offers discounted rates and label printing.
WooCommerce Subscriptions: Enables recurring billing models.
WordPress CMS: Powers content marketing and SEO, essential for driving traffic.
Together, these components form a tightly integrated stack that merchants can tailor to their needs.
Why Open-Source Commerce Matters
Open-source commerce platforms like WooCommerce offer several advantages:
Transparency: Merchants and developers can inspect and modify the code.
Cost Control: No licensing fees for the core software, reducing upfront costs.
Community Innovation: Thousands of contributors build plugins and themes.
Avoid Vendor Lock-in: Flexibility to switch hosting or customize features without restrictions.
Automattic’s strategy leverages these benefits while providing enterprise-grade support and services. This hybrid model appeals to businesses that want the freedom of open-source with the reliability of a managed platform.
Practical Insights for E-commerce Strategists
Cost Breakdown Example
Consider a mid-sized online store using WooCommerce:
| Expense Category | Estimated Annual Cost |
|---------------------------|-------------------------------|
| Hosting (Managed WordPress)| $300 - $1,200 |
| WooCommerce Extensions | $200 - $1,000 |
| Payment Processing Fees | 2.9% + $0.30 per transaction |
| Marketing Tools (e.g., HubSpot) | $1,200 - $5,000 |
| Development & Maintenance | $2,000 - $10,000 |
Compared to proprietary platforms charging monthly fees starting at $29 and scaling up, WooCommerce offers more control over expenses, especially for stores with unique needs.
Step-by-Step Guidance to Build on WooCommerce
Choose a reliable hosting provider optimized for WordPress.
Install WordPress and WooCommerce plugins.
Select a WooCommerce-compatible theme that fits your brand.
Add essential extensions like payment gateways and shipping.
Integrate marketing tools such as HubSpot for CRM and email campaigns.
Optimize SEO and content using WordPress features.
Test checkout and payment flows thoroughly.
Launch and monitor performance with analytics tools.
This process highlights the flexibility and control available with commerce stack ownership.
How HubSpot Enhances the Woo Ecosystem
HubSpot offers marketing automation, CRM, and analytics that integrate well with WooCommerce stores. Benefits include:
Centralized Customer Data: Track leads, purchases, and interactions in one place.
Campaign Performance Tracking: Measure ROI on marketing efforts.
Personalized Customer Engagement: Use segmentation and workflows to target buyers.
Sales Pipeline Management: Align marketing and sales teams for better conversions.
For store owners who are also focused on search visibility and organic foot traffic, optimizing for local search can be another high-impact strategy — especially if you serve local markets or have a multi-location business. Be sure to check out the “2026 Local SEO Checklist [With a FREE Downloadable Template!]” . This provides actionable steps to improve local rankings, build citations, and drive qualified local traffic to your WooCommerce store.
Common Questions About Automattic’s Strategy
How does Automattic’s commerce stack ownership benefit merchants?
Merchants gain a unified platform with fewer compatibility issues, more customization options, and better support. This reduces friction and helps scale operations efficiently.
Is WooCommerce suitable for large enterprises?
Yes, WooCommerce supports large stores with high traffic and complex requirements, especially when combined with managed hosting and professional development services.
Can I switch from another platform to WooCommerce easily?
Migrating to WooCommerce is possible with tools and services designed for data import. The open-source nature also means fewer restrictions compared to proprietary platforms.
What This Means for Digital Investors
Automattic’s quiet strategy positions it as a major player in e-commerce infrastructure. By owning the commerce stack, it controls critical revenue streams and builds long-term customer relationships. Investors should watch how the Woo ecosystem expands and integrates with marketing and payment technologies.
Final Thoughts
Automattic’s approach to commerce stack ownership through the Woo ecosystem offers a compelling alternative to closed platforms. It combines the power of open-source commerce with integrated tools and services that meet the needs of modern merchants. For e-commerce strategists, open-source advocates, and digital investors, understanding this strategy provides insight into the future of online retail infrastructure.
If you manage an online store or invest in e-commerce, exploring the WooCommerce platform and its ecosystem is a smart step. Pairing it with marketing tools like HubSpot can unlock even greater potential for growth and customer engagement.
For a deeper look at why owning your own website matters in today’s digital landscape — especially as platforms evolve in 2026 — check out Why Owning Your Website Matters More Than Ever in 2026 (and How WooCommerce Helps). This article highlights the strategic benefits of maintaining full control over your commerce infrastructure and how WooCommerce supports that vision.
