Module 49: HTML with E-commerce Platforms
Module Overview:
This module teaches how to use HTML effectively within e-commerce platforms such as Shopify, WooCommerce, Magento, and BigCommerce. It covers modifying templates, integrating product pages, designing checkout experiences, and customizing store themes.
Key Learning Outcomes:
By the end of this module, learners will be able to:
✔ Understand how e-commerce platforms use HTML and templating engines.
✔ Modify and customize product pages and checkout designs.
✔ Integrate HTML with CSS and JavaScript for interactive store elements.
✔ Work with Liquid (Shopify), Twig (Magento), and WooCommerce shortcodes.
✔ Optimize HTML structure for SEO and performance.
1. Introduction to HTML in E-commerce Platforms
E-commerce platforms rely on HTML as the foundation for their storefronts. However, they often use templating languages and custom structures. Here’s how different platforms handle HTML customization:
Platform HTML Customization Method
Shopify Uses Liquid templating language for dynamic content.
WooCommerce Uses WordPress shortcodes and PHP templates.
Magento Uses Twig and XML for template rendering.
BigCommerce Uses Stencil framework with Handlebars.js.
Example: A basic Shopify product page uses Liquid for dynamic elements like:
<h1>{{ product.title }}</h1>
<img src="{{ product.featured_image | img_url: 'medium' }}" alt="{{ product.title }}">
<p>{{ product.description }}</p>
2. Modifying Product Pages with HTML
Each platform provides a way to customize product pages using HTML and templates.
2.1 Shopify (Liquid)
Shopify’s product pages use Liquid syntax to insert dynamic content.
✔ Example: Customizing a product page with an "Add to Cart" button:
<h1>{{ product.title }}</h1>
<img src="{{ product.featured_image | img_url: 'medium' }}" alt="{{ product.title }}">
<p>{{ product.description }}</p>
<form method="post" action="/cart/add">
<input type="hidden" name="id" value="{{ product.variants.first.id }}">
<button type="submit">Add to Cart</button>
</form>
🔍 Explanation:
{{ product.title }} → Displays the product name dynamically.
{{ product.featured_image }} → Fetches the main product image.
{{ product.variants.first.id }} → Retrieves the product’s first variant for purchase.
2.2 WooCommerce (Shortcodes & PHP)
WooCommerce uses WordPress shortcodes and PHP templates.
✔ Example: Adding a WooCommerce product with a shortcode:
[product_page id="123"]
✔ Example: Customizing WooCommerce product templates in single-product.php:
<h1><?php the_title(); ?></h1>
<?php woocommerce_template_single_price(); ?>
<?php woocommerce_template_single_add_to_cart(); ?>
🔍 Explanation:
the_title(); → Retrieves the product title.
woocommerce_template_single_price(); → Displays the price dynamically.
woocommerce_template_single_add_to_cart(); → Adds an "Add to Cart" button.
3. Customizing Checkout Pages
Checkout pages are crucial for conversions. Each platform provides methods for customization.
3.1 Shopify Checkout Customization
Shopify Plus allows modifying checkout.liquid for checkout customization.
✔ Example: Adding a custom banner to checkout:
{% if checkout %}
<div class="checkout-banner">
<h2>Exclusive Offer: Free Shipping for Orders Above $50</h2>
</div>
{% endif %}
🔍 Explanation:
{% if checkout %} → Ensures this section only appears during checkout.
Custom HTML and CSS create a promotional banner.
3.2 WooCommerce Checkout Customization
WooCommerce checkout customization involves modifying functions.php.
✔ Example: Adding a custom field in checkout:
add_action( 'woocommerce_after_order_notes', 'custom_checkout_field' );
function custom_checkout_field( $checkout ) {
echo '<div id="custom_checkout_field">';
woocommerce_form_field( 'custom_note', array(
'type' => 'text',
'class' => array('form-row-wide'),
'label' => __('Special Instructions'),
), $checkout->get_value( 'custom_note' ));
echo '</div>';
}
🔍 Explanation:
woocommerce_form_field() → Adds a custom text field.
'custom_note' → Stores user input for special instructions.
4. Optimizing HTML for SEO & Performance
E-commerce success depends on SEO-friendly HTML and fast-loading pages.
4.1 SEO Best Practices for HTML
✔ Use proper HTML structure:
<h1>Best Running Shoes for 2024</h1>
<p>Find the perfect running shoes for your needs.</p>
<ul>
<li>Comfortable design</li>
<li>High durability</li>
<li>Affordable prices</li>
</ul>
✔ Add meta tags for search engines:
<meta name="description" content="Buy the best running shoes for comfort and performance.">
<meta name="keywords" content="running shoes, sports shoes, fitness shoes">
✔ Use structured data (Schema.org) for rich results:
<script type="application/ld+json">
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Running Shoes",
"image": "https://example.com/shoes.jpg",
"description": "High-quality running shoes for all terrains.",
"offers": {
"@type": "Offer",
"price": "49.99",
"priceCurrency": "USD"
}
}
</script>
4.2 Performance Optimization
✔ Optimize images by using WebP and lazy loading:
<img src="shoes.webp" alt="Running Shoes" loading="lazy">
✔ Minimize HTML & Reduce Render Blocking:
Remove unnecessary whitespace.
Place JavaScript at the bottom of the page.
5. Practical Exercises
Exercise 1: Modify a Shopify Product Page
Open Shopify’s theme editor.
Go to product-template.liquid.
Add an extra description section below the product title.
✔ Hint:
<h2>Why Choose This Product?</h2>
<p>Our product is designed for maximum comfort and durability.</p>
Exercise 2: Create a Custom WooCommerce Checkout Field
Modify functions.php to:
Add a custom field named Gift Message at checkout.
Ensure it is saved in the order details.
✔ Hint: Use woocommerce_after_order_notes action.
Conclusion
By mastering HTML within e-commerce platforms, developers can create custom store designs, improve user experience, and enhance SEO performance. This module covered:
✔ How Shopify, WooCommerce, Magento, and BigCommerce use HTML.
✔ Customizing product pages and checkout flows.
✔ SEO-friendly and optimized HTML structures.
✔ Practical exercises to apply knowledge.
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