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WooCommerce is rebranding to “Woo,” a shorter, more playful version of the company name that many customers are already using. Automattic acquired WooCommerce in 2015, along with WooThemes. The open source commerce platform now powers more than 4.4 million live websites, including 33% of the top 1 million online stores.

The rebranding extends to the Woo Marketplace, WooExperts program, and all other aspects of the Woo experience. It also includes a migration of to the domain.

“‘Woo’ is how many loyal customers have referred to us for years. And now we’re leaning into that name for our company and brand,” Woo VP of Creative and Communications David Callaway said. “It’s a fun, punchy name that shows how excited we are to empower success for merchants and developers. Switching to is part of this larger strategy.

“The move to Woo also allows us to standardize and streamline the names of our products and services. For example, we recently renamed WooCommerce Payments to WooPayments, and we’re gradually changing other product names to support this simplified naming system and better connect our core software, extensions, and programs.”

Callaway also noted that while Woo is how they refer to the brand and company, WooCommerce is the open-source e-commerce platform for WordPress, Woo’s core product.

Woo Express is another recently launched product that already bears the shorter name. During the 2023 State of the Woo, delivered at WooSesh, the team highlighted a few milestones for Woo Express, the company’s all-in-one Woo plan hosted on’s infrastructure. It launched in 2023 as what the team described as “Woo’s biggest bet ever.” Free trials began in April 2023 and by July 2023, Woo Express had more than 1,000 customers. It features a new onboarding flow and store personlization experience for merchants, with a setup guide and recommendation engine powered by an AI-driven assistant.

Woo customers will not be affected by the name change, although merchants may see a note about it in their dashboard or emails. No action is required from store owners.