WooCommerce , the open-source e-commerce platform acquired by Automattic in 2015, has decided to rebrand itself, becoming simply “Woo .” This new, shorter and more catchy name is already widely adopted by loyal customers. Today, Woo powers over 4,4 million active websites, accounting for 33% of the top million online stores.
The rebranding extends beyond the name to all areas of the Woo experience, including the Woo Marketplace and the WooExperts program. Additionally, the WooCommerce.com website will be migrated to the woo.com domain.
David Callaway, Vice President of Creative and Communications at Woo, said:
Woo is how many of our loyal customers have referred to us for years. We are now embracing this name for our company and our brand. It's a fun, punchy name that reflects our enthusiasm for delivering successful tools for merchants and developers. The move to Woo.com is part of this larger strategy.
This name change also provides an opportunity to standardize and simplify the names of our products and services. For example, WooCommerce Payments was recently renamed to WooPayments, and other product names will gradually be changed to align with this simpler naming system , better connecting core software, extensions, and programs.
It's worth noting that while “Woo” is how the brand and company are now identified, “WooCommerce” will remain the name of the open-source e-commerce platform for WordPress, which is the company's core product .
One of the recently launched products that already bears the shortest name is Woo Express. During the “State of the Woo 2023” event, held on the occasion of WooSesh, several milestones achieved by Woo Express were highlighted. This new service, described as “Woo's biggest bet yet,” launched in 2023 and is hosted on WordPress.com's infrastructure. The free trials began in April 2023 and, already in July of the same year, Woo Express had more than 1.000 customers. The service includes a new onboarding flow and store customization experience for merchants, supported by a setup guide and a recommendation engine powered by an AI-driven assistant.
For Woo customers, the name change will not result in any interruption of service. However, store owners may notice a name change notice in their dashboard or emails, but no action is required on their part.
