To find WooCommerce store owners for B2B outreach: use BuiltWith or SimilarTech to identify websites running WooCommerce, search LinkedIn for “WooCommerce” or “WordPress eCommerce” combined with niche terms, check the store’s Contact or About page for owner details, use Hunter.io with owner name and domain to find direct email, or access a verified eCommerce leads database covering WooCommerce store owners in bulk.
Why WooCommerce Store Owners Are a Valuable B2B Audience
WooCommerce powers approximately 29% of all online stores globally — second only to Shopify in market share but with a meaningfully different store owner profile. Understanding who WooCommerce store owners are helps you decide whether and how to target them.
WooCommerce store owner characteristics:
- More technically capable than the average Shopify owner — they chose a self-hosted, plugin-based platform over a managed SaaS
- Often developers themselves, or running stores built by a developer they continue to work with
- Tend to have more complex, customised stores — multiple product types, B2B pricing, wholesale functionality
- More likely to operate in niche markets where Shopify’s standard feature set is insufficient
- Often have longer vendor evaluation cycles than Shopify store owners — they do more research before buying
Who targets WooCommerce store owners:
Web development and maintenance agencies: WooCommerce requires ongoing WordPress and plugin maintenance — a significant opportunity for managed service providers.
Payment gateway and checkout optimisation services: WooCommerce has many checkout and payment processing options — merchants actively seek optimisation.
Conversion rate optimisation (CRO) services: Self-hosted stores often have lower baseline conversion rates than Shopify stores — making CRO a high-value service.
B2B eCommerce specialists: WooCommerce is commonly used for B2B wholesale, trade accounts, and complex pricing rules — a specific niche for B2B eCommerce consultants.
Hosting and performance optimisation: WooCommerce stores require managed WordPress hosting — a high-demand, recurring-revenue service category.
Security and maintenance services: WordPress sites including WooCommerce stores require regular security updates and malware protection.
Email marketing and abandoned cart tools: WooCommerce integrates with many email marketing platforms — a natural vendor category for store owners.
WooCommerce vs Shopify Store Owners: Key Differences for B2B Outreach
| Factor | WooCommerce | Shopify |
|---|---|---|
| Technical sophistication | Higher — chose self-hosted | Lower — chose managed SaaS |
| Platform switching willingness | Lower — invested in WordPress ecosystem | Higher — platform is more interchangeable |
| Developer dependency | Higher — ongoing dev relationship common | Lower — app-based model |
| Niche market presence | Strong — complex use cases | Broad — standard retail |
| Decision-making speed | Slower — more evaluation | Faster — founder-direct decisions |
| LinkedIn presence | Variable — some strong, some absent | Often active (especially DTC founders) |
| Average business maturity | Often older, established businesses | Skews toward newer businesses |
These differences shape outreach strategy. WooCommerce store owners respond better to:
- Technical credibility signals — demonstrate you understand WordPress and WooCommerce specifically
- Specific pain points rather than general eCommerce value props
- Longer, more detailed outreach that acknowledges their evaluation process
- References from similar WooCommerce stores (not Shopify or general eCommerce customers)
How to Find WooCommerce Store Owners: 5 Methods
Method 1: Technology Profiling Tools
Technology profiling tools scan websites and identify which technology stack they run on — including WooCommerce (which is a WordPress plugin detectable via standard tech profiling).
Best tools:
BuiltWith (builtwith.com): The most comprehensive technology database. Search “WooCommerce” to get a list of sites running the plugin, filterable by country, website category (e.g., Apparel, Electronics, Home & Garden), and estimated traffic. The paid plan includes contact data.
SimilarTech (similartech.com): Similar capability with additional segmentation options and some integrated contact data on paid plans.
Wappalyzer (wappalyzer.com): Free browser extension that identifies technology on any website you visit. Use to confirm a site runs WooCommerce before investing research time.
Step-by-step with BuiltWith:
- Search “WooCommerce” in BuiltWith’s Technologies section
- Apply country filter for your target market
- Apply website category filter for your target niche
- Apply estimated traffic range (proxy for store revenue)
- Export the domain list
- Use domains for LinkedIn and email research (Methods 2–4)
Method 2: LinkedIn Search for WooCommerce Store Owners
LinkedIn is useful for identifying WooCommerce store owners who have a professional online presence — more common for established businesses and B2B-focused stores than for consumer retail.
Search approaches:
- Search “WooCommerce” in LinkedIn People search to find people who self-identify with the platform
- Search “[product category] WooCommerce” for niche-specific store owners
- Search “WordPress eCommerce” or “WordPress store owner” — many WooCommerce owners use WordPress terminology
- For B2B-focused WooCommerce stores: search “B2B eCommerce” combined with industry terms
What to look for in results: Job titles like “eCommerce Manager,” “Online Store Owner,” “Head of eCommerce,” “WordPress Developer” who also run a store. Company profiles showing WooCommerce or WordPress in the company description.
Method 3: Store Website Research
WooCommerce stores built on WordPress often have accessible contact information on the site itself.
Where to look:
- About Us page: Most WooCommerce store owners include founding story and name — particularly for niche or artisan stores
- Contact page: Email address and sometimes phone number — look for a non-generic address
- WordPress “Proudly powered by WordPress” footer: Confirms the platform, which then narrows your technology assumption
- WooCommerce “Powered by WooCommerce” footer link: Confirms WooCommerce specifically
- Blog author bio: Posts often include the store owner’s name and role
- Privacy Policy: UK and EU stores must include company name and contact details — often includes the registered business email
Method 4: Email Finder Tools for WooCommerce Owner Contact Details
Once you have the store owner’s name and domain from LinkedIn or the store website, retrieve their direct email address using an email finder tool.
Process:
- Identify owner name from LinkedIn or store website
- Confirm the store’s primary domain (the custom domain, not a subdomain)
- Enter name and domain into Hunter.io or Apollo.io
- Use results with 80%+ confidence score only
- Verify all emails before adding to any campaign
Method 5: WooCommerce Store Owners Database
For systematic outreach to WooCommerce store owners at scale — if you need 50+ new contacts per month — a verified eCommerce database covering WooCommerce stores is the most efficient approach.
LFBBD’s eCommerce leads database covers WooCommerce store owners alongside Shopify, BigCommerce, and Amazon sellers. Filter specifically for WooCommerce stores by platform, product category, estimated revenue, and location.
Data available:
- Owner name and direct email address (verified)
- Direct phone number where available
- WooCommerce platform confirmation
- Product category and niche
- Estimated monthly revenue
- Geographic location
- LinkedIn profile URL
WooCommerce Store Owner Cold Email: What Works
WooCommerce store owners are generally more sceptical of cold email than Shopify store owners — they are more technical and more likely to recognise generic outreach templates. Specificity and technical credibility matter significantly.
Elements that improve WooCommerce outreach response rates:
- Reference WooCommerce specifically (not “eCommerce” generically)
- Demonstrate knowledge of WooCommerce-specific challenges (plugin conflicts, hosting performance, checkout complexity)
- Reference a specific aspect of their store — product category, checkout setup, evident technical complexity
- Use a customer example from a similar WooCommerce store (not a Shopify case study)
Template:
Subject: [Specific WooCommerce pain point] for [niche] stores
Hi [first name],
Found [store name] while researching [niche] stores on WooCommerce — [specific observation about their store or product].
We work specifically with WooCommerce store owners in [niche] to [specific outcome relevant to WooCommerce — e.g., fix abandoned cart rates, reduce plugin conflicts, improve page load speed, simplify B2B pricing].
[Similar WooCommerce store] achieved [specific metric] in [timeframe].
Worth a 15-minute call this week?
[Your name]
Comparing WooCommerce to the Broader eCommerce Database Market
WooCommerce is one platform within a broader eCommerce B2B prospecting landscape. Depending on your service, you may want to target WooCommerce exclusively or alongside other platforms.
Platform coverage comparison:
| Platform | Market Share | B2B Value | Best Data Source |
|---|---|---|---|
| Shopify | ~28% | Very high | LFBBD eCommerce database, BuiltWith |
| WooCommerce | ~29% | High (technical) | LFBBD eCommerce database, BuiltWith |
| Amazon (FBA/FBM) | Separate ecosystem | Very high | LFBBD Amazon database |
| BigCommerce | ~3% | Medium (mid-market) | LFBBD eCommerce database |
| Magento | ~3% | High (enterprise) | LinkedIn, specialist agencies |
Frequently Asked Questions
How many WooCommerce stores are there? WooCommerce powers approximately 6.5–7 million active online stores globally, making it one of the largest eCommerce platforms by store count. Not all stores are active revenue-generating businesses — approximately 500,000–1,000,000 are generating meaningful monthly revenue that makes them viable B2B targets.
How do I find out if a website uses WooCommerce? Install the Wappalyzer browser extension and visit the site — it will show all detected technologies including WooCommerce. Alternatively, check the site’s page source for “woocommerce” references, or check the site footer for a “Powered by WooCommerce” link.
Can I buy a WooCommerce store owners email list? Yes. LFBBD’s eCommerce database includes WooCommerce store owner contacts filterable by product niche, estimated revenue, and geographic location. All records include verified email addresses.
What is the difference between WooCommerce and Shopify store owners for B2B targeting? WooCommerce store owners tend to be more technically sophisticated, slower in purchasing decisions, and more focused on complex or niche use cases. Shopify store owners tend to make faster decisions and respond to a broader range of services. See how to find Shopify store owners for Shopify-specific tactics.
How do WooCommerce store owners differ from Amazon sellers? WooCommerce store owners sell through their own website directly to customers. Amazon sellers sell through the Amazon marketplace. They have different pain points, different service needs, and require different outreach messaging. LFBBD’s Amazon seller database covers Amazon sellers separately from the eCommerce database.
