Inside Woo

In this episode of the WP Minute+ Podcast, Matt is joined by James Kemp, Core Product Manager at WooCommerce and long-time WordPress entrepreneur, to take a behind-the-scenes look at the WooCommerce ecosystem. James shares his journey from building Magento integrations and utility plugins to founding IconicWP, which was later acquired by StellarWP. Now at WooCommerce, James is focused on improving core product experiences and making WooCommerce more accessible and performant for builders and merchants alike.

The discussion covers topics including the challenges WooCommerce faces in onboarding users compared to platforms like Shopify, the importance of streamlining hosting and setup experiences, and how Automattic’s evolving strategy aims to make .com the best possible showcase for WordPress and WooCommerce. James also gives insight into company culture post-acquisition, recent layoffs, and the evolving product roadmap that includes AI integration, performance improvements, and better tooling for developers.

Key Takeaways

James’ Path to WooCommerce:

• James started in 2009 building Magento-WordPress integrations.
• Launched IconicWP to focus on utility-style WooCommerce plugins.
• Joined WooCommerce after StellarWP acquired Iconic.

WooCommerce’s Unique Challenges:

• Unlike Shopify, Woo requires merchants to handle hosting and technical setup upfront.
• The user journey is fragmented across plugins, hosts, and tools, making onboarding harder.
• WooCommerce is working to improve builder tools, site setup flows, and new user experiences.

Culture & Strategy at WooCommerce:

• The Woo team is tightly knit and focused on merchant success, despite industry criticism.
• Layoffs and restructuring at Automattic have prompted a renewed focus on prioritization.
• James emphasizes open communication, collaboration, and product-led growth.

AI and the Future of Development:

• AI is heavily encouraged at Woo and Automattic for experimentation and productivity.
• James uses AI daily for research, brainstorming, and development prototyping.
• A new AI initiative at Woo, led by James Page, explores ways to integrate smarter workflows.

Looking Ahead for Agencies & Freelancers:

• Builder tools, performance, import/export features, and compatibility improvements are coming.
• WooCommerce remains highly flexible and ideal for custom and complex client solutions.
• The Playground and blueprint initiatives could transform how users experience WooCommerce.

Important Links

• The WP Minute+ Podcast: thewpminute.com/subscribe
• Visit WooCommerce: woocommerce.com
• WooCommerce Developer Hub: developer.woocommerce.com
• Connect with James Kemp on Twitter/X: https://twitter.com/jamesckemp