It’s not every day you read a blog post that promotes other blog posts. In the growing sector of ecommerce, the novelty factor is still in play, and merchants can use all the help they can get. Trading ideas may be a boon for both parties, as small fish rely on big fish, and big fish discover trending new product lines, marketing strategies, and fresh ideas from the relative minnows.
Some of the best and most useful ecommerce-related blogs both sharpen the focus of online selling and invite an expansion of old ideas. They recount what works and what’s been more duplicitous or unwieldy. They draw readers out of a place of isolation faced by many who move from in-person operations to digital selling.
Here are some of our favorite blogs that explore comprehensive facets of online merchandising, in no particular order:
Ecommerce Nation Blog
Geared to a global audience, this site delivers news, tips, interviews with industry movers and shakers, and an assortment of creative topics.
Greeted by a sweet little basenji, your first experience with Nosto’s current post goes beyond the dog-eat-dog world and ferrets out the reimbursement element of commerce. Though nearly a year old, its most interesting entry addresses multi-currency as a solution to cross-border selling. Finance-related concerns rarely age, and on Nosto you’ll find a menu of useful topics laid out in a nice interface.
True to its name, ECF dazzles with an array of news and information relevant to both small and big businesses. From advice on customer loyalty programs to personal wellness for the ecommerce merchant, and from unconventional email campaign strategies to cathartic humor, this site makes it fun to devote your energy to online selling.
Don’t be fooled by a title – Big Commerce is just as useful for the little guy. With a bevy of tips from veteran online merchants, this blog offers incentives for experimenting with both proprietary and unconventional ways to conduct business from start to finish. Its clean layout is easy to navigate; its content is inspiring enough to peruse for extended periods of time. Many like sites add tips on the best ecommerce business ideas, but BigCommerce follows through with numerous examples sourced from outside their domain.
Volusion’s blog, “The Ecommerce Authority,” is a veritable treasure chest of information and tips. With Black Friday around the corner, its multiple posts related to holiday sales makes it a worthy read. Add pieces on personal merchant stories, web page optimization, rating payment platforms, and running SEO tests, and you have a blog source you will want to bookmark.
Last week we introduced the topic of inbound marketing, a new approach to integrating the lifestyle aspect of potential and existing customers with meaningful content that can lead to a longstanding commercial relationship. For ecommerce merchants, inbound marketing holds enormous promise.
But it’s not as simple as its reverse strategy of outbound marketing. Sending emails, buying pop-up ads, and initiating contact at your chosen pace is waning as an effective way to win customers. Learning to work your marketing into the increasing online engagement of buyers takes patience, insight, a bit of technical know-how, and a sincere desire to improve the lives and livelihoods of everyone.
For newer sellers who may feel out of their league, here are some tips on how to make inbound marketing work for you.
Marketing in 2020: It’s Inbound
Confused as you may be by the litany of jingo surrounding Everything Internet, there’s a term you will want to embrace: Inbound Marketing.
The “inbound” modifier sets forth an important distinction between the conventional idea of marketing employed by businesses for decades. It refers to a trending 21st Century concept of capturing both the lifestyle factor and the online engagement of customers and potential customers. “Outbound marketing” involves pop-up ads, direct-sales emailing, and anything produced as a proactive attempt to sell your brand or product.
With the proliferation of information made possible by online commerce, and the evolving comfort level of humans warming up to an increasing amount of time spent online, marketing strategies in current times demand more creative adaptations. Inbound marketing seeks to make your brand part of a consumer’s life, avoiding the tendency to disrupt their focus with unsolicited communications.
Analysts call this “interruptive marketing,” citing dismal results as consumers already inundated with an overflow of stimuli are more inclined to seek out their own personalized content that will lead to buying decisions. The advent of mass interruptive advertising and marketing has led to a greater demand for technology that blocks such content, and that demand has been mostly fulfilled.
Currently about one-quarter of web crawling prospective clients employ ad-blocking software. This is a disaster for any business still clinging to proactive, interruptive advertising. Worse, the traditional display ad on digital media shows a click-through rate of less than 1 percent among those who do not block ads.
As if conducting business over the internet weren’t challenging enough, there is a new, critical factor to consider. On Sept. 23, customers of online retailers Thrive Cosmetics were informed through an email that the sales platform they use to process transactions had experienced a data breach about one week earlier. That platform is Shopify.
Started in 2004, Shopify originally targeted sales of snowboarding gear. Now it has grown into one of the most prominent sales platforms, hosting more than 325,000 online shops for both individual sellers and huge companies like Google and Tesla.
Being big has its ups and downs. You can count security issues as a down, especially when the etiquette of online security and fraud procedures are still essentially in development. When mega-retailers such as Target joined banking giant Capitol One, food delivery service DoorDash, and even credit reporting agency Equifax as victims to one of a series of massive data breaches exposing various ranges of customer information, each responded in a manner ranging from timely to unacceptably delayed. The public and media outlets took rightfully gratuitous swipes.
Shopify’s recent breach raises questions of whether there has been transparency at all. The company has not responded to media inquiries for further details on how many customers were affected and what level of data was exposed. Shopify ultimately confirmed the breach more than a week after it happened, explaining that two “rogue members” lifted customer data from at least 100, but less than 200, merchants.
Information released indicates that only names, addresses, and order details were accessed. But follow-up reporting and information from merchants shows the last four digits of credit cards were included in the breach.