If you’ve ever dreamed of running your own digital store, whether selling stock photos, eBooks, templates, or software, you’ve probably come across Easy Digital Downloads (EDD). It’s one of the most popular WordPress plugins for selling digital products.
But does it really live up to the hype? Or will it leave you wrestling with settings, lost sales, and a mess of configurations?
I tested EDD firsthand when I launched a stock photo site, hoping for a seamless experience. Spoiler alert: it was a mixed bag. Some things worked like magic, while others had me scrambling to restore backups. Let’s dive into the nitty-gritty of what EDD does well—and where it falls short.
What is Easy Digital Downloads (EDD)?
EDD is a WordPress plugin designed specifically for selling digital products—no physical inventory, no shipping hassles. Think of it as the digital-first alternative to WooCommerce, which is more geared towards physical goods.
Core Features of EDD:
| Feature | Description |
|---|---|
| Digital-Only Focus | Unlike WooCommerce, EDD is built only for digital products. No unnecessary clutter. |
| Payment Gateways | Supports Stripe, PayPal, Authorize.net, and more (some require paid extensions). |
| Customizable Checkout | Clean, distraction-free checkout to improve conversions. |
| Discount Codes | Run promotions with built-in coupon functionality. |
| File Protection | Prevent unauthorized downloads with secure file delivery. |
| Detailed Reports | Track sales, earnings, and customer data. |
| Extensions & Add-ons | Expands functionality with subscriptions, software licensing, and more. |
Setting Up EDD: Easy or a Headache?
Installing EDD is straightforward. You can grab it from the WordPress plugin repository and activate it in seconds. But the real work starts after activation.
What Worked Smoothly:
✅ Adding products is intuitive – just like creating a blog post.
✅ The checkout page is clean and simple out of the box.
✅ The free version covers the basics well.
What Annoyed Me:
❌ Payment gateway setup was a headache. I had to troubleshoot PayPal issues.
❌ Some key features (like subscriptions) require paid extensions.
❌ The default design is pretty bland—you’ll need to tweak it.
EDD is a lean and focused plugin, but it also means you’ll need to install a lot of add-ons to get the features you’d expect in an online store.
Want recurring payments? That’s an extra. Want Stripe support? Extra. It adds up quickly.
My Experience Using EDD for a Stock Photo Site
When I decided to sell stock photos, EDD seemed like the perfect choice. Here’s how it played out:
1. Uploading Products – Simple and fast.
Adding stock photos to EDD felt as simple as creating a blog post. The interface is user-friendly, allowing me to upload high-resolution images, set pricing, and add descriptions in a matter of minutes. One thing I appreciated was the ability to set download limits per purchase.
For example, I could restrict customers to three downloads per file, which added an extra layer of security against unauthorized sharing. However, bulk uploading was a different story—it required an add-on, and without it, manually adding dozens of images became tedious.
2. File Protection – Essential but not perfect.
Since I was selling digital files, securing them was non-negotiable. EDD does a good job at preventing unauthorized access by using expiring download links.
This means that when a customer purchases a photo, they receive a link that expires after a certain period or after a set number of downloads. This prevented direct sharing, but I still noticed instances where customers were trying to hotlink the images directly. I had to implement additional security measures, such as disabling direct file access and using a CDN with hotlink protection to fully lock things down.
3. Checkout Flow – Clean, but needed customization.
Out of the box, EDD’s checkout page is functional but basic. It’s distraction-free, which is great for conversions, but it looked too plain for my taste. I had to tweak the design using CSS to make it visually appealing. I also noticed that customers were dropping off when using PayPal, as it redirected them to an external page instead of keeping them on my site.
To fix this, I had to purchase the EDD PayPal Pro add-on to enable on-site PayPal payments, which reduced checkout friction significantly. The default checkout is smooth but requires adjustments to match a professional, polished store experience.
4. Refund Handling – A manual nightmare.
EDD does not have built-in refund management, which means handling refunds falls entirely on you. When customers requested a refund, I had to manually process it through PayPal or Stripe, then revoke their access to the purchased files. This became a real pain when dealing with multiple refund requests, as there was no automation. Unlike WooCommerce, which allows partial refunds and automated reversals within the platform, EDD left me dealing with disputes manually. If you’re expecting a lot of refund requests, be prepared for extra administrative work.
5. SEO & Performance – Good, but slowed down with add-ons.
EDD doesn’t inherently slow down your site, but once you start adding extensions, things get heavy. My site initially loaded fast, but after installing several must-have add-ons (like Stripe, software licensing, and email marketing integrations), the performance took a hit. Caching helped, but I had to optimize my database and minimize plugins to keep things smooth. Another issue was SEO optimization—EDD doesn’t have built-in schema markup for products, so I had to rely on third-party SEO plugins to ensure my product pages were properly indexed in Google. If SEO is a priority, be prepared to do some extra work.
Biggest headache? A buggy update broke my checkout page. Customers couldn’t complete purchases, and I had to roll back to an older version. Not ideal when you’re running a business.
Strengths of Easy Digital Downloads
EDD shines in these areas:
1. Perfect for Digital-Only Stores
If you’re selling anything digital—music, courses, stock photos, eBooks—EDD removes unnecessary features that clutter WooCommerce. It’s streamlined for downloads, not shipping.
2. Simple Checkout Process
No distractions, no unnecessary fields. A clean checkout page means fewer abandoned carts.
3. Strong File Protection
EDD lets you restrict file access so only paying customers can download your products.
4. Extensive Add-On Marketplace
Need software licensing? Recurring payments? Marketing integrations? There’s an add-on for almost everything.
Where EDD Falls Short
- Costly Add-Ons: While the base plugin is free, many essential features require paid extensions. If you need multiple add-ons, costs escalate quickly.
- No Built-In Refund Automation: Handling refunds is a manual process, adding extra workload for store owners.
- Buggy Updates: Some updates can introduce issues, making it necessary to backup before upgrading.
Lorelei has been an online entrepreneur, marketer and writer since 2006. Her biggest passion is WordPress, which is why she switched to being a full-time blogger 20 years ago and hasn’t looked back since. With so many years of experience behind her, she is an expert in copywriting, SEO, marketing and business strategies.