Easy Digital Downloads (EDD) is one of the most popular WordPress plugins for selling digital products online. Whether you want to sell eBooks, software licenses, design templates, music, photography presets, or online courses, EDD gives you a purpose-built platform to launch a fully functional digital store without writing a single line of code. In this comprehensive step-by-step guide, you will learn exactly how to set up Easy Digital Downloads from scratch, configure payment gateways, create your first product, and go live with confidence.
Unlike general-purpose eCommerce plugins that bolt on digital delivery as an afterthought, EDD was designed from the ground up specifically for digital product sales. That means a cleaner admin experience, a faster checkout flow, and zero unnecessary features cluttering your WordPress dashboard. According to WordPress.org plugin statistics, Easy Digital Downloads has been downloaded millions of times and actively powers tens of thousands of digital stores worldwide.
What You Need Before Installing EDD
Before you install Easy Digital Downloads, make sure you have these prerequisites in place. Skipping any of them will cause problems during setup or when you start accepting payments.
- WordPress hosting with SSL — Any reputable WordPress host works, but managed WordPress eCommerce hosting providers like SiteGround, Cloudways, or WP Engine deliver better performance for eCommerce stores. An SSL certificate is mandatory because payment processors like Stripe and PayPal require encrypted connections.
- WordPress 5.8 or higher — EDD requires a reasonably current WordPress installation. Check your version under Dashboard > Updates and upgrade if needed.
- A compatible WordPress theme — Most modern block-based themes work well with EDD. Purpose-built themes from the EDD ecosystem provide tighter integration, but any well-coded theme from the WordPress.org repository will do the job.
- A PayPal or Stripe account — You will need at least one payment gateway configured to accept payments. Both offer free account creation and straightforward integration with EDD.
With these pieces in place, you are ready to install and configure EDD. The entire process takes roughly 30 to 45 minutes for a basic store.
Step 1: Install Easy Digital Downloads on WordPress
Installing EDD follows the same process as any other WordPress plugin. Log in to your WordPress admin dashboard and navigate to Plugins > Add New. In the search bar, type Easy Digital Downloads. The plugin by Sandhills Development (now Awesome Motive) should appear as the first result. Click Install Now, then click Activate once the installation completes.
After activation, you will notice a new Downloads menu item in your WordPress admin sidebar. This is your EDD control center where you manage products, orders, customers, reports, and settings. EDD also automatically creates several essential pages during activation, including a checkout page, a purchase confirmation page, and a purchase history page. Do not delete these pages because EDD needs them to process transactions.
“The best part about EDD is that it does one thing exceptionally well — selling digital products. It does not try to be everything for everyone, and that focus is what makes it reliable.”
— Chris Klosowski, President of Easy Digital Downloads
Verifying Successful Installation
After activation, visit Downloads > Settings to confirm the plugin is working correctly. You should see a tabbed settings interface with sections for General, Payment Gateways, Emails, Styles, Taxes, and Extensions. If you see an error or a blank page, check that your PHP version is 7.4 or higher and that your WordPress memory limit is at least 128MB.
Step 2: Configure Your Store Settings
Navigate to Downloads > Settings > General to configure the foundational settings for your digital store. This is where you tell EDD about your business location, currency, and page assignments.
General Settings
- Base Country and State/Province — Set these to your business location. This affects tax calculations and currency formatting.
- Currency — Choose your preferred currency from the dropdown. USD, EUR, GBP, and most major currencies are supported.
- Currency Position — Decide whether the currency symbol appears before or after the amount.
- Thousands and Decimal Separators — Configure these to match your locale. For US-based stores, use a comma for thousands and a period for decimals.
Page Settings
Under the General tab, scroll to the Pages section. EDD needs to know which WordPress pages serve as your checkout, confirmation, receipt, and purchase history pages. If EDD created these pages automatically during activation, they should already be assigned. Verify each dropdown shows the correct page. If any are missing, create a new page with the appropriate shortcode and assign it here.
| Page | Required Shortcode | Purpose |
|---|---|---|
| Checkout | [download_checkout] | Displays the cart and payment form |
| Confirmation | [edd_receipt] | Shows order details after purchase |
| Purchase History | [purchase_history] | Lists past orders for logged-in customers |
Step 3: Set Up Payment Gateways
Payment gateways are the backbone of your digital store. Without a properly configured gateway, customers cannot complete purchases. EDD includes built-in support for Stripe and PayPal, which together cover the vast majority of online payment methods globally.
Configuring Stripe
Stripe is the recommended payment gateway for EDD stores because it offers the smoothest checkout experience with on-site credit card processing. Navigate to Downloads > Settings > Payment Gateways and check the box next to Stripe to enable it. Then click the Stripe tab that appears.
Click the Connect with Stripe button to begin the OAuth connection process. This opens a Stripe-hosted page where you either log into your existing Stripe account or create a new one. Follow the prompts to authorize EDD access to your Stripe account. Once connected, you will be redirected back to your WordPress dashboard, and the Stripe settings will show a green Connected status.
Stripe supports credit cards, debit cards, Apple Pay, Google Pay, and several regional payment methods depending on your country. Transaction fees are typically 2.9% plus $0.30 per successful charge in the United States, with rates varying by country. Review the Stripe pricing page for current rates in your region.
Configuring PayPal
PayPal provides an alternative for customers who prefer not to enter credit card details directly. EDD supports PayPal through the PayPal Commerce integration, which includes both PayPal payments and card processing through PayPal.
Enable PayPal under Downloads > Settings > Payment Gateways, then navigate to the PayPal tab. Click Connect with PayPal and follow the authorization flow. You will need a PayPal Business account, which is free to create if you do not have one already. After connecting, PayPal buttons will appear on your checkout page alongside any other active gateways.
Test Mode
Before accepting real payments, enable Test Mode at the top of the Payment Gateways settings. This lets you simulate transactions using test card numbers without processing actual charges. Both Stripe and PayPal provide sandbox environments that work with EDD test mode. Do not skip this step because discovering payment issues after launch creates a poor customer experience.
Step 4: Create Your First Digital Product
With your store configured and payment gateways connected, it is time to create your first digital product. In EDD, products are called Downloads. Navigate to Downloads > Add New to open the product editor.
Product Title and Description
Enter a clear, descriptive product title that tells visitors exactly what they are buying. In the main content area, write a compelling product description. This is your sales copy, so focus on benefits rather than just features. Explain what problem the product solves, who it is for, and what the buyer will get. Use headings, bullet points, and images to make the description scannable.
Download Files
Scroll down to the Download Files section. Click Upload a File to add the digital file your customers will receive after purchase. EDD supports any file type, including ZIP archives, PDFs, MP3s, videos, and software installers. You can add multiple files to a single product if needed. Each file gets a name that appears on the download link customers see after purchase.
For security, EDD stores uploaded files in a protected directory and generates unique, expiring download links for each purchase. This prevents unauthorized sharing of your download URLs. You can further control access by setting a download limit (number of times a customer can download the file) and a link expiration time under Downloads > Settings > Misc.
Pricing Options
In the Download Prices section, enter the price for your product. EDD supports two pricing modes:
- Single price — One fixed price for the product. This is the simplest option and works well for most digital products.
- Variable pricing — Multiple pricing tiers for the same product. For example, you might offer a Basic tier with just the eBook for $19, a Standard tier with the eBook plus templates for $39, and a Premium tier with everything plus video tutorials for $79.
Variable pricing is a powerful strategy for increasing average order value. Research from Price Intelligently shows that products with three pricing tiers generate 25 to 30 percent more revenue than single-price products because they anchor the middle option as the best value.
Product Images and Categories
Set a featured image for your product using the Download Image box in the right sidebar. This image appears on shop pages, category archives, and social media previews. Use a high-quality image sized at least 1200 by 630 pixels. Assign relevant Download Categories and Download Tags to help customers browse your store by topic. Click Publish (or Save Draft if you are not ready to go live) to save your product.
Step 5: Test the Complete Checkout Flow
Testing your checkout flow before accepting real money is critical. Here is a systematic approach to test every part of the purchase process.
- Enable Test Mode — Go to Downloads > Settings > Payment Gateways and check Test Mode at the top.
- Add a product to cart — Visit your product page and click the purchase button. The item should appear in your cart.
- Proceed to checkout — Navigate to your checkout page and verify the cart contents, pricing, and any discount codes.
- Complete a test purchase — Use Stripe test card number 4242 4242 4242 4242 with any future expiration date and any CVC. For PayPal, use your sandbox account credentials.
- Verify the confirmation page — After purchase, you should see the receipt page with order details and download links.
- Test the download link — Click the download link to confirm the file downloads correctly.
- Check customer email — Verify that EDD sent a purchase confirmation email with the download links. Check both the customer receipt and the admin notification.
- Review the order in admin — Go to Downloads > Orders and verify the test order appears with the correct amount and status.
If any step fails, troubleshoot it before disabling test mode. Common issues include misconfigured gateway credentials, incorrect page assignments, or email deliverability problems (consider using an SMTP plugin like WP Mail SMTP to ensure reliable email delivery).
Step 6: Configure Email Notifications
EDD sends automatic emails at key points in the purchase process. Navigate to Downloads > Settings > Emails to customize these notifications.
- Purchase Receipt — The email customers receive after a successful purchase. Customize the subject line, heading, and body. Use EDD template tags like {download_list} to include download links, {name} for the customer name, and {sitename} for your store name.
- Admin Notification — The email you receive when someone makes a purchase. Enable this to stay informed about sales activity.
- From Name and Email — Set these to match your brand. Use a professional email address on your domain rather than a generic Gmail address.
EDD includes several email template tags that dynamically insert order-specific data into your emails. Refer to the official EDD documentation for the complete list of available template tags.
Essential EDD Extensions to Consider
The free version of Easy Digital Downloads covers the basics, but extensions unlock powerful features that help you grow revenue and streamline operations. Here are the most valuable extensions for new store owners.
Revenue-Boosting Extensions
- Recurring Payments — Sell subscriptions and memberships with automatic renewal billing. This is arguably the most impactful extension because recurring revenue creates predictable income. Customers pay weekly, monthly, or annually for ongoing access to your digital products.
- Software Licensing — If you sell WordPress plugins, themes, or any software, this extension handles license key generation, activation limits, version management, and automatic update delivery. It is the standard solution used by most WordPress product companies.
- Cross-sell and Upsell — Display related products during checkout to increase average order value. Simple to configure and can meaningfully boost revenue with zero extra traffic.
Store Management Extensions
- Reviews — Let customers leave ratings and reviews on your products. Social proof increases conversion rates significantly. According to Spiegel Research Center, products with reviews are 270 percent more likely to be purchased than products without reviews.
- Content Restriction — Restrict access to specific pages, posts, or content sections based on purchase history. Use this to create members-only areas or drip content to subscribers.
- Zapier — Connect EDD to thousands of other apps. Automatically add customers to your email marketing platform, create support tickets, send Slack notifications, or trigger any other workflow when a purchase occurs.
- Per Product Emails — Send customized onboarding emails for specific products. If you sell courses, use this to send a welcome email with getting-started instructions unique to that course.
EDD offers an All Access Pass that bundles every official extension at a significant discount compared to buying them individually. If you plan to use three or more extensions, the pass is typically the better value.
Your Going-Live Checklist
Before you disable test mode and start accepting real payments, work through this checklist to ensure everything is production-ready.
| Task | Status | Notes |
|---|---|---|
| SSL certificate active | Required | Check for padlock icon in browser address bar |
| Payment gateways tested | Required | Complete at least one test transaction per gateway |
| Download links working | Required | Verify customers can download files after purchase |
| Email notifications configured | Required | Test purchase receipt and admin notification delivery |
| Product pricing verified | Required | Double-check all prices, especially variable pricing tiers |
| Tax settings configured | If applicable | Set up tax rates under Downloads > Settings > Taxes |
| Terms and privacy policy pages | Recommended | Add legal pages and link them in footer and checkout |
| Refund policy defined | Recommended | State your refund policy clearly on the checkout page |
| Google Analytics connected | Recommended | Track store performance with eCommerce tracking |
| Backup solution active | Recommended | Use UpdraftPlus or your host backup before going live |
Disabling Test Mode
Once every item on the checklist passes, go to Downloads > Settings > Payment Gateways and uncheck the Test Mode checkbox. Save your settings. Your store is now live and ready to accept real payments. Make one small real purchase yourself to confirm everything works in production mode, then immediately refund it through your payment gateway dashboard.
Optimizing Your EDD Store After Launch
Launching your store is just the beginning. Here are key areas to focus on in the weeks after going live to build momentum and increase sales.
Speed Optimization
Page load speed directly affects conversion rates. Google research shows that 53 percent of mobile users leave a site that takes more than three seconds to load. Install a caching plugin like WP Super Cache or WP Rocket, optimize your images, and consider using a CDN like Cloudflare (free tier works well for most stores). Run your store through Google PageSpeed Insights and address any critical issues.
SEO for Product Pages
Each product page is a potential landing page for organic search traffic. Install an SEO plugin like RankMath or Yoast SEO and optimize each product page with a focus keyword, a compelling meta description, and descriptive alt text on product images. Write product descriptions that are at least 300 words, and include long-tail keywords that your target audience might search for.
Email Marketing Integration
Building an email list is one of the highest-return marketing activities for a digital store. Use EDD integrations for Mailchimp, ConvertKit, or ActiveCampaign to automatically add customers to your email list after purchase. Send a welcome sequence, share product updates, and promote new releases. According to Campaign Monitor, email marketing delivers an average return of $42 for every $1 spent.
Common EDD Setup Mistakes to Avoid
After helping dozens of store owners set up Easy Digital Downloads, these are the most common mistakes that cause problems down the road.
- Skipping test purchases — Always test your complete checkout flow before going live. One test purchase takes five minutes and can save you hours of customer support later.
- Ignoring email deliverability — WordPress default mail function is unreliable. Install WP Mail SMTP and configure a proper SMTP service to ensure purchase receipts reach your customers.
- Not setting download limits — Without download limits, a customer could share their download link indefinitely. Set a reasonable limit, such as 5 to 10 downloads per purchase.
- Deleting EDD-created pages — The checkout, confirmation, and purchase history pages contain required shortcodes. Deleting or modifying them breaks the purchase flow.
- Using weak passwords on admin accounts — Your WordPress admin account has access to customer data and payment information. Use a strong, unique password and enable two-factor authentication.
What Makes EDD the Right Choice for Digital Sellers
There are several eCommerce plugins available for WordPress, so why choose Easy Digital Downloads specifically? The answer comes down to focus and flexibility.
EDD does not try to handle physical shipping, inventory management, or warehouse logistics. By focusing exclusively on digital products, the development team can invest all their energy into making digital delivery, licensing, subscriptions, and file management work flawlessly. That specialization translates into fewer bugs, better performance, and a smoother experience for both store owners and customers.
The extension ecosystem means you start lean and add features only when you need them. A new store might use just the free core plugin with Stripe. Six months later, you add Recurring Payments when you launch a subscription product. A year in, you add Software Licensing when you release your first WordPress plugin. This modular approach keeps your store fast and your costs aligned with your revenue.
“Start with the basics, validate your product, and then invest in extensions as your revenue justifies them. Too many store owners over-engineer their setup before making their first sale.”
— Practical advice from the EDD community
Next Steps After Your Store Is Live
With your Easy Digital Downloads store set up and your first product published, here is what to focus on next to build sustainable revenue from your digital products.
- Create more products — A single-product store has a revenue ceiling. Expand your catalog by creating complementary products, bundles, or different formats of your existing content.
- Set up analytics — EDD includes built-in reporting under Downloads > Reports. Track your revenue, best-selling products, and customer acquisition sources. Pair this with Google Analytics for a complete picture.
- Build your audience — Start a blog related to your product niche, build an email list, and engage on social media platforms where your customers spend time.
- Collect feedback — After your first sales, reach out to customers for feedback. Their insights will guide your product improvements and help you identify what to build next.
- Consider professional help — If you need custom EDD development, theme customization, or migration from another platform, working with experienced EDD developers saves time and avoids costly mistakes.
Setting up Easy Digital Downloads is the straightforward part. Building a profitable digital product business takes consistent effort in product creation, marketing, and customer experience. But with EDD as your foundation, you have a reliable, battle-tested platform that scales with you from your first sale to your thousandth.
Ready to take your EDD store to the next level? Whether you need help with custom extensions, store optimization, or migrating from another platform, our team specializes in Easy Digital Downloads development and can help you build exactly the store your business needs.