The e-commerce and digital sector have been the protagonist of constant growth in recent years, also driven by the numerous lockdowns that have forced individuals to make online purchases. Attracted by this tremendous commercial opportunity, more and more merchants and companies have turned to industry professionals to launch their e-commerce sites.
However, going from a physical store to a digital one is not an immediate transition. Still, it requires commitment, money, and an understanding of different dynamics than what you are used to.
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Be In Step With The Times By Going Digital
Opening e-commerce means adapting to changing times; the presence on the web is seen, in fact, by customers as a strength. On the contrary, being absent on the internet is perceived as a negative point.
The mistake that many entrepreneurs make is to think that it is enough to have an e-commerce site to start selling online and thus increase their earnings. Unfortunately, this is not the case.
The process that leads to successful e-commerce is long, demanding, and must be carried out rationally. Here are some aspects to consider when you decide to expand your business to the world of the web.
The Cost
First of all, the cost of the operation must be taken into consideration. Many think that setting up an online store from scratch costs little or nothing. Wrong! The creation of the site has starting costs, to which are added the management costs and any costs for the promotion of the brand (which we will discuss later).
Constant Commitment
Once the e-commerce is online, it is necessary to fill it with contents and products, update it periodically, and respond to customer requests, e-mails and reviews, and other activities of the most disparate.
Daily work increases, and you have to be prepared to manage it; the risk is putting yourself and your employees in difficulty. The result is that what initially was supposed to be a source of income becomes a go-to that does not increase the business’s revenue due to mismanagement.
To ensure your site appears among users’ searches, it must be constantly updated with news, helpful information, and curiosities. It is a more complex practice than one might think, as it implies particular rules. So much so that, in technical terms, it is defined as SEO or search engine optimization. Also, in this case, professionals in the sector deal with this aspect (such as the writer).
Digital Marketing
Another important aspect concerns the marketing strategy to make the online shop make the most of it. Especially for small local businesses, this is a fundamental operation. We must consider that on the web, we find ourselves competing with large companies worldwide. These will have excellent visibility and a much higher budget invested in advertising.
Therefore, one cannot think of starting selling immediately throughout Italy, but it is necessary to begin in small steps. The first step is to make the company known locally and eventually broaden the action range. Users tend not to trust a company they have never heard of before. In short, you need to make yourself known through branding.
Furthermore, for an effective promotional campaign, it is essential to know the tools to use in addition to relying on a team of professionals. Google ADS, Analytics, and other measurement tools are as fundamental as they are complex.
Go To Meet The Customers
The shopping habits of web users are different from what usually happens in the physical store. Those who surf the internet are used to significant marketplaces such as Amazon, which offer the convenience of purchase, speed, and comfort.
To be competitive with the great e-commerce giants, it is, therefore, necessary to offer similar services, which requires further commitment. Therefore, pay attention to the shipping methods, the services offered, and, above all, to offers and promotions. Usually, before making a purchase, a customer looks for the most convenient solution at the best price or that offers the fastest shipping.
Integrated E-Commerce
The last point we want to address concerns integrating the e-commerce site with other tools. Often, the site itself is insufficient, or at least it is decidedly more effective when supported by other platforms. With this in mind, Facebook, Instagram, and other social networks can significantly increase the visibility of a business.
This is again the concept of visibility: by increasing your presence on the web through different channels, your visibility and, consequently, your turnover also increases.
