Letter B13 terms in the glossary

The layer of an application responsible for business logic, databases, and integration with other systems. The user does not see it, but it determines whether an order saves correctly and whether stock levels match reality.

In an online store, the backend is usually where most performance and integration problems get resolved - more often than in the visible layer.

A list of tasks to be done, ordered by priority. It lets the team see the scope of work in one place and track progress without having to ask for status updates.

In practice, a backlog is useful not only to the delivery team - on the client's side it shows directly what has been requested, what is in progress, and what has been deliberately deferred.

A system that integrates e-commerce platforms, marketplaces, and warehouse and accounting systems. Orders from different channels land in a single panel, together with stock levels and sales documents.

It makes sense when sales run in parallel across several channels. With a single store, it usually adds a layer that is hard to justify.

A program for companies that integrate and optimize the Baselinker platform. It covers support for sales synchronization and order-processing automation.

A set of techniques that violate Google's guidelines - including cloaking and keyword stuffing. They can produce a short-term boost in visibility, followed by a filter, a drop in rankings, or removal from the index.

The cost of that growth comes due later and is usually higher than the benefit: recovering visibility after a penalty takes longer than building it honestly from the start.

A section of a site with regularly published posts. It builds a relationship with the audience and serves informational search queries - the ones where the user is not ready to buy yet.

A blog works when it answers real customer questions. Publishing just to hit a post count costs time and does not translate into visibility.

A payment method where the customer receives the purchase immediately and pays at a later date, usually in installments. On the Polish market it is offered by, among others, Klarna, PayPo, and Afterpay.

It raises conversion especially for higher-value carts and among younger consumers. It comes with a fee on the seller's side - profitability depends on margin.

The percentage of visitors who leave a page without going any further. A high value can be a signal of a problem with the content, layout, or load time.

The metric alone does not settle anything out of context, though. On a subpage that fully answers a question, a high bounce rate is natural - the user got what they came for.

A brand isn’t a name or a logo, but the sum of associations a given company, product, or service evokes. It includes visual identity, but also tone of communication, quality of service, and what customers say about the company when no one from the team is listening.

A strong brand shortens the purchase decision - the customer picks the known risk over an unknown alternative, even at a higher price.

A navigation element showing the current subpage's position within the site's structure. It makes it easy to go up one level without using the back button.

For a search engine it is additional information about content hierarchy - when properly marked up with structured data, it can even be shown directly in search results.

A link pointing to an address that no longer exists. The user lands on an error message, and the search engine loses the path to the content the link pointed to.

It appears most often after a site rebuild or a change in URL structure. The fix is a 301 redirect map and regularly checking links.

Software that enables browsing the web — displaying content, handling forms and media, downloading files.

Differences between browsers (rendering engine, support for new standards) are one reason a site is tested in several of them before it is published.

The element of an Amazon product page with the add-to-cart and buy buttons. When one listing is served by multiple sellers, the Buy Box goes to one of them - and that seller captures the vast majority of sales.

The award depends on, among other things, total price including shipping, fulfillment method, and service-quality history. Holding the Buy Box is usually more important than the listing's position in the platform's search results.