1. A non-transitory computer-readable medium embodying a program executable in a computing device, the program comprising: code that obtains a request from an account holder to add a new feature to a current account configuration for a vendor, the vendor having an account with an electronic commerce platform provider, the current account configuration describing a plurality of existing features provided to the vendor by the electronic commerce platform provider; code that determines whether adding the new feature to the plurality of existing features violates any of a plurality of vendor feature rules; code that grants the request by adding the new feature to the current account configuration if adding the new feature to the plurality of existing features does not violate any of the vendor feature rules and by notifying the account holder of the granted request; and code that denies the request by not adding the new feature to the current account configuration if adding the new feature violates any of the vendor feature rules and by notifying the account holder of the denied request and a reason for denial, wherein the new feature belongs to a feature category, the feature category selected from the group consisting of an order fulfillment, a vendor listing, an electronic commerce marketplace, an electronic commerce storefront feature, a vendor account setup feature, and a vendor business management feature.