Ecommerce mistakes

7 Mistakes to avoid when building a successful ecommerce business

1. Thinking it’s easy

Associated with e commerce businesses is a relatively big misconception, which is that ‘they’re easy to set up’. Although the nature of the business may make the process less complex when starting up, there are many considerations to think about – as with every business. A prime example is that within the ecommerce environment, many different businesses are selling the same products. So, how can you make yourself stand out? Consider making a plan, marketing strategy, acquiring funding and further developing your business and range of products.

2. Assuming customers will ‘find you’

This will simply not be the case. Prior to launching your business, ensure that a proper launch campaign has been thoroughly planned and ready for implementation. In addition, consider other technical and marketing areas are covered such as: the typology, readable meta tags and post relevant, valuable content to entice the online community and potential consumers.

3. Presume you’re ‘unique’

Although its a great confidence booster to think you’re unique, in the grand scheme of things, you’re probably not, as other etailers sell their products via different techniques. To gain an idea of how many other sellers are selling similar products to yourself, simply Google the product and see how many results appear. To be tagged ‘unique’, the term is used often when a company is accredited to have: a innovative purchase process, well-respected brand values and great customer service.

4. Hiding so no one finds you

When creating a business, it’s a common not to let your competition see what you’re doing and one way to do this in ecommerce, is through ‘hiding’ your website, meaning no one will find it. However, it’s vitally important to make your ecommerce site VISIBLE and post in forums, on social media and shopping sites. By doing so, you gain more exposure, which can leverage your site and create more opportunities for you to sell your products.

5. Focus solely on the website and front end

It should not be forgotten that the front end is very important, as this is what the customer sees. With that being said, the front end isn’t everything, as the back end and people visiting is just as important. Ensuring that brand consistency is a must, as is an easily functional website, though functionality and customer service will enhance your chances of being targeted by customers. It must also be noted, that the purchase and payment process must be simple, baring in mind that stock needs to stay updated and customers must be able to track their orders. Marketing in all forms such as; PPC, SEO, Email, Social media etc is what makes an ecommerce business successful.

6. Thinking trading with any partner in the world is a possibility

Trading internationally is difficult for an ecommerce start up, as there are many global trading laws and regulations to take into consideration, which can cause a big headache by increasing unnecessary costs for example – especially at the beginning. Alternatively, find a niche target market to focus upon locally and begin to build your brand efficiently and effectively. Focus on the short term and once your business becomes more established, then consider expanding into the global market.

7. Ignoring customer service till later

Customer service should be a key priority for any retailer/etailer, as this contributes towards the brand’s personality. When setting up your ecommerce business, be sure to think about the customer in every aspect of your business plan including, which products you’re going to sell and the way you’re going to attract potential buyers. At the end of the day, the customers experience needs to be made simple and pleasurable to encourage sales. Maintaining a healthy relationship between the customer and your brand after the sale, can turn first time buyers into brand advocates – promoting your brand on your behalf and increasing your ecommerce business exposure.

Mark Hamilton Taylor
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Mark Hamilton Taylor

Social Media & LinkedIn Strategist - 5★Awarded Social Media Trainer - Digital Marketing at The Social Media Academy
After studying biotechnology: I went into the corporate field, working within large organisations.
► My personal goal is to make an authentic difference to society.
► My professional goal and passion is developing people and businesses.
Mark Hamilton Taylor
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