Staying Afloat in the Ecommerce Jungle

How to ward off a painful demise
 
No one likes the “F” word in ecommerce or anywhere else. FAILURE is a daunting possibility for any new business, whether it operates in a storefront or on the World Wide Web.

Often obstacles are insurmountable, but not always. If you’re serious about pursuing a successful ecommerce entity, there are approaches you should take to prevent disappointment.
The most obvious goal in attracting customers to an online business is an attractive, clean, easy-to-navigate website. Do you have one? You should find out. Consider a test-marketing experiment by asking friends to show your site to their friends, and solicit feedback. Do they like what they see? Do they find it easy to navigate?
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Your site should be a signature showcase of your brand and personality. Even if your product offerings are diverse, you can shape a continuous theme by using introductory text —and of course, graphics — to carve out an unforgettable, compelling statement. 

Beyond interface, there are tangible errors failing businesses make. Here are some tips to avoid them:

• Underestimating the competition
  
  A splashy, alluring site with all the personality in the world can’t outdo competitors who are selling the same or similar merchandise for less, or are providing better service. Make sure your pricing is in line with other vendors as much as possible, and play an active role in your customers’ experience from beginning to end.
  
  
• Dropping the ball on service
  
  Mentioned above, it can’t be repeated too many times. Impatient consumers will hop to the next opportunity in a heartbeat if they aren’t being served efficiently. Part of the draw of online commerce is the ability to shop remotely and conveniently, with a minimum time commitment. Make sure you offer that.
  
  
• Inventory issues
  
  Your intent may be stellar, but if you can’t back it up by ensuring customers will get their hands on what you’re offering, they will move on. No question. If you’re experiencing shortages, update your site to reflect that. And for customers partial to certain products, include information on whether or when you will re-stock.
  
  
• Traffic-free zone?
  
  It seems obvious, but can’t be overstated: if no one is searching your site, no one is buying from you. Take advantage of the latest resources aimed at steering business your way. Leveraging social media is free, so if you’re not doing that, you need to start. Other strategies include mastering the use of Search Engine Optimization (SEO) keywords, tapping Google AdWords, and trying free or low-cost apps designed to help you earn visitors. Here is a list of just a few that might start your upward rise.
  
  

Finally, ask yourself the hard question: are you in this for the long haul? Is your ecommerce site a long-term commitment? Growing online stores requires time, effort, sometimes a financial investment, and definitely vision for the future. If you’re approaching it with hesitation, you won’t devise a business you can stand behind, and that customers will want to patronize. The first steps are yours to make.