Ecommerce Basics

Many say that anyone can sell things online, but it’s not quite an easy process to do WELL without a little help. There are a few paths that an online business can take, but it mainly comes down to either a successful or unsuccessful endeavor. A recent NY Times article points out a few essential keys to overcoming competition in the fast-paced eCommerce world. Now, before we jump into this, the underlying premise is to make your online retail experience as similar to face-to-face interaction for a customer (although a lot of times I can do without salespeople breathing down my neck). Companies that want to be successful in online retail have to come up with some out-of-the-box ideas to compensate for those differences between an in-person sale vs. an online sale. This brings us to a few “essentials” in successful online retail/shopping.

1. Help customers find what they need. Ok, so you’re at a slight disadvantage because a salesperson can’t point out the juniors department to customers directly. But wait… say you had your site organized and it guided customers just the way it may in a bricks-and-mortar store. Well, there’s an idea! Make sure customers can easily navigate your site with details and descriptions for just about anything and everything! Bread crumb trails in navigation bars are also a great idea for customers to be able to retrace their steps and find just what they are looking for. Make sure any and all information is accessible for the customer, but let’s face it, you’re building trust with your customer and creating a face for yourself always helps.

2. Don’t keep customers waiting. If I have luke warm feelings about a pair of pants I’m buying in a department store, the never ending line just might be the dealbreaker I’m waiting for to hang those pants back up on the rack and save myself a few bucks. Making a customer wait might be the biggest customer service faux pas in the book. Online retail may not have salespeople in your face, but you are still expected to provide customer service. Many times the pull for online shopping can be the ease and speed, so nothing is more annoying than increased wait times after inputting credit card information or getting error messages.

3. Make it easy for customers to pay. It’s quite simple. The easier you make it for customers to pay, the more willing they will be to purchase your products. Make sure to provide security for your customers as it will continue to build their trust, as well as just being overly important to protect yourself and your customers.

ShopVisible is an eCommerce solution headquartered in Atlanta, GA.