Do you have learning content that could be useful to people outside your workplace? Selling that content could be a viable step for you.
When you think of an LMS, you might think of fuddy-duddy company content that’s slick with dust due to lack of engagement.
But learning content doesn’t have to be like that.
In fact, many organisations are using their learning platform to sell their content.
And you can too.
Whether you already have a hub of content ready to go, or you’re looking to start building learning content in a new LMS, here’s why you need to consider it for your next eCommerce project.
Keep reading to learn:
- Why you should be selling eLearning content
- How to sell eLearning content via an LMS
Let’s get started.
💡 Pro Tip
Ready to see the features you can access with an eCommerce plugin attached to your LMS? Check out our eCommerce offering and how it can upgrade your core Totara LMS.
Why you should be selling eLearning
Before we dig into how your LMS can help you sell, you might first be wondering about the hows and whys.
And rightly so.
Related: How to sell learning content in a Totara LMS
Selling eLearning on your LMS might not be for you.
There are a number of situations where you might want to consider it:
- Perhaps you create learning content for your company but it sits within a particular niche and so has commercial value to the wider industry
- You might have a surplus of learning content and want to make your learning function operate as a revenue generating centre
- Or, you might be creating content specifically to sell to your chosen audience on your chosen speciality fields
Whatever reason you have for selling eLearning content, your LMS should be supporting you to achieve your goals.
💡 Pro Tip
Want to see what eCommerce in an LMS actually looks like? We built a brand new plugin that allows Totara users to sell their learning content.
Plugin: eCommerce for Totara LMSs
1. Safety and security
When it comes to selling content, you need a whole other level of security. And you need to be able to partner with a payment software that is secure too.
For many learning platforms, this means signposting learners to an external booking system when they can book and pay.
This results in a lot of extra admin work for teams who have to then manually add or update learners in the LMS to give them access to paid-for content, or to book them onto set courses.
💡 Pro Tip
With BuildEmpire, we connect directly with Stripe meaning you can integrate payment directly into your LMS. That means no need for external booking systems, or time wasted on admin.
Learn more about our eCommerce LMS
2. Easy checkout process
Like any eCommerce experience, users want to be able to check out easily.
Many of our customers resorted to external booking systems prior to us creating our eCommerce plugin.
This process went as follows:
User browsed the catalogue on the LMS
They click onto a course that looks interesting to them and click to purchase.
They’re referred to an external booking software where they have to go through the checkout process.
Once this is done, the admin team of the LMS have to cross-reference those who have purchased with their LMS users.
There, they will grant them access to online content, or update their records for face-to-face learning.
It doesn’t need to be this complicated.
With an eCommerce plugin, your user can complete the entire checkout process via your platform.
Simple integrations with Stripe through BuildEmpire mean you can easily connect payment methods to your learning content.
3. Huge scope for platform development
With the right LMS, you’re going to get access to much more than just eCommerce.
Our platform offers a bunch of out-the-box solutions that you’ll love. From better learning paths to automations via audiences, we use the Totara platform to create a robust base solution.
From there, the world is your oyster.
You can create customised solutions to build your LMS up to whatever you need.
We pride ourselves on being able to build innovative solutions.
Related: Learn more about our bespoke applications
4. Make learning revenue-generating
The best LMSs are built to adapt to evolving demands.
Your LMS should help you scale learning, accommodate learners and content.
Now you might be using your LMS to offer free content, or internal business content.
But all of that content can be repurposed and reused.
And in some cases, sold.
So instead of L&D being seen as a cost centre, you can hone it into a flourishing and lucrative machine.
With the right eCommerce LMS, you can scale learning, accommodate more learners and more content, and seamlessly grow with your business.
5. Integrate your current tech stack
Integrations are vital for any technology.
But they’re extremely useful for a learning platform too.
LMS integrations allow you to receive and share data with existing software across your tech stack.
It can allow you to automate repetitive tasks or combine key data across software to allow you to push and pull information where it’s needed.
Check out our integrations to see how we can help you upgrade your tech stack with your favourite tools.
How to sell eLearning content via an LMS
Selling eLearning content through a LMS isn’t just about uploading courses and hoping for sales, it requires strategic planning, the right technology, and a clear understanding of your audience.
If you’re using a robust platform like Totara, you’re already a step ahead.
Here’s a comprehensive guide to getting started, growing your offerings, and maximizing revenue.
Step 1: Define your market and monetisation model
Before diving into technology, define who you’re selling to and how you’ll charge them.
Are you targeting corporate clients for compliance training, individual learners looking for upskilling, or perhaps partners or resellers?
Common monetisation models include:
- Per-course purchases (ideal for individual users)
- Subscription access (monthly/annual recurring revenue)
- Licensing bundles (best for selling in bulk to organizations)
- Freemium models (give a taste, then upsell)
💡 Tip: Use Totara’s multi-tenancy feature to tailor content and branding for different clients while managing it all from one place.
Step 2: Create high-quality, structured content
You may already have this part done, but remember, your content is your product so make it shine.
Use a blend of video, interactive elements, downloadable assets, and assessments to keep learners engaged.
Totara Learn supports:
- SCORM, xAPI, and H5P for interactive, trackable content
- Custom learning plans to guide users through programs
- Competency frameworks to align learning with outcomes
💡 Tip: Structure your courses into microlearning modules and tag content using Totara’s taxonomies for easier navigation and searchability.
Step 3: Configure your LMS for eCommerce
Out of the box, Totara isn’t an eCommerce platform, but that’s where we come in.
We’ve built our very own custom-built solutions.
It connects Stripe directly to your LMS meaning users can checkout seamlessly, and securely and then access your learning content.
Step 4: Design a seamless learner experience
Your platform should feel intuitive and branded.
Totara allows for custom theming and navigation structures so users feel at home.
Enhance UX with:
- Personalised dashboards
- Course catalogues with filters and featured courses
- Mobile responsiveness
- Badges and certifications to reward progress
💡 Tip: Use Totara Engage to offer social learning and peer recommendations, boosting perceived value.
Step 5: Measure performance and optimise
Success is measurable.
Totara’s Report Builder gives you powerful insights into sales, engagement, and learning outcomes.
Track:
- Course completion rates
- Revenue per course or customer
- User satisfaction (via built-in surveys)
- Time to certification or skill mastery
💡 Tip: Use dashboards tailored to roles, trainers see completion stats, sales managers see financials, and admins see everything.
Why choose BuildEmpire for your eCommerce LMS
At Build, we prioritise security. We’re ISO 27001 compliant meaning we put security at the heart of everything we do.
But that’s not all.
We prioritise innovation.
We support our customers to create bespoke solutions to their learning challenges.
But whether you’re looking for customised solutions, or you just want to make the most of our out-of-the-box learning plugins, you can.
With BuildEmpire, you can really tweak your platform to suit you and your needs.
Book a demo to see it in action, or learn more about our eCommerce LMS plugin.
