Building an eCommerce website is an excellent way to grow a profitable business online. It doesn’t always work in people’s favor, though. Many people who start eCommerce businesses fail not long after, whether due to inadequate planning, taking too many risks, or simply bad luck. That doesn’t have to be you. By learning from these most common mistakes, you can ensure your eCommerce business thrives rather than fails.
1: Not Getting Any Outside Help
An easy way to secure your downfall as an eCommerce business is not accepting outside help. While it might initially make sense to do everything by yourself (especially when you don’t have many orders), eventually, you will need assistance with order fulfillment, accounting, and marketing. At the very least, an extra pair of hands during the busiest season can make a difference!
One of the best areas to outsource is order fulfillment. That’s because it’s the area that requires the least amount of creativity. Why should you spend your days picking and packing when you’re already busy coming up with business plans and new products? 3PL companies make the work a lot easier. They manage the entire order fulfillment process, from packing to handling returns, while you can focus on growing your business. It might cost more initially, but it prevents you from wasting time in the long run.
2: Choosing the First eCommerce Platform You Come Across
The eCommerce platform you choose makes an enormous difference to how your business performs. Think about it in the same way as a shop owner choosing premises. You need it to be sturdy, reliable, and appealing. That’s why choosing the first eCommerce platform you come across is a mistake. While it might end up being the best one for your website, the chances are you will find a much better platform by doing some research. At the very least, look at five eCommerce hosting platforms and compare them before making your final decision. Consider the following when comparing:
- Scalability
- Hosting ownership
- Multiple Payment Support
- Usability
- Speed
3: Not Having a Well-thought-out Marketing Plan
An eCommerce business without a marketing strategy is like a baseball without a bat – it just doesn’t work. It’s not enough to make it up as you go along. Posting a few images on social media and launching a couple of PPC ads won’t bring too many customers to your virtual door. Instead, spend time on a marketing plan that encompasses your brand image, goals, and data. Don’t just write down a couple of interesting strategies to try; make a solid plan with tangible actions that work toward objectives. This sort of planning makes a real difference to your eCommerce marketing success.
4: Not Thinking About the Customer Buying Experience
The buyer’s experience is everything to an eCommerce business. Unfortunately, far too often, eCommerce owners neglect that part. They assume that the customer will get around the endless pop-ups or that they’ll figure out the check-out experience. In reality, customers want an easy and enjoyable experience that doesn’t leave them filling out too many forms or clicking off multiple ads. Therefore, for your eCommerce business to succeed, you must put yourself in the customer’s shoes. Use your eCommerce site like a customer and take notes of all the areas of improvement. Doing this will create a more streamlined, enjoyable buying process that won’t scare potential customers away.
5: Not Knowing the Target Audience
As an eCommerce business, you must understand your target audience outside and in. You should know their general age range, likes and dislikes, and the platforms they frequent online. It’s the kind of information you can’t do without, as that would mean all your marketing efforts are stabs in the dark. However, understanding your target market means tailoring marketing strategies to them, which yields better results.
Once you know your audience, you can create a marketing campaign targeting them. For example, if you sell women’s perfumes, you might learn to target one category of middle-aged men looking for a fragrance for their girlfriends/wives. Or, if you sell sports clothes on your online store, you will target adults with outdoorsy hobbies like hiking. The more you know, the more power you have.
