There are plenty of ecommerce vendors that can help you get started creating an eCommerce site. Last week, I wrote about only six of those solutions, but there are many more. If you missed my post last week, read it here. This week, we will cover the basic issues to consider when selecting the right ecommerce platform to suit your needs now, and your goals for the future. Finding the right solution for your business can be tricky and just know that doing it quickly and cheaply isn’t the way to go. Just as with any type of investment, you get what you pay for. The nicer your ecommerce store looks and functions, the longer people will want to stay on it, and the more they will come back.
In most cases your company already has a website so your ecommerce site will reflect your existing online look including your logos and color schemes. If you don't have a business website you can use a template and customize it by choosing a background and different fonts and colors for your ecommerce site that complement your logo.Most design templates from ecommerce vendors come with preset themes and settings that don't require HTML to customize. So, it should be relatively easy to upload your logo and product images and add banners, slideshows etc. However, if you plan to have your site highly customized, you will want to choose a solution that allows you to (either by an external or internal design staff) modify the HTML. Most drag and drop style site builders, like Shopify, Bigcommerce and Goodsie are built to be simple, and therefore have limitations when it comes to customizing. Just keep in mind, when budgeting for this project, you will want to make a decision on what solution will meet your design needs/budget now, and will grow with you into the future.
What type of payment system will I use?
Many online stores use PayPal when they are first starting out, mainly because it is so widely known as a secure system for accepting online payments without a gateway. They also have no sign-up or fixed monthly charges. They offer a basic service, but use them with caution because their sellers fees are 2.9% of total sale + $0.30 per transaction - that can add up quickly. Still, many shoppers prefer to pay for online purchases with their own credit cards rather than use PayPal. In order to cater to your customers preferences (which is a good idea, if you want them to recommend you to their friends, and buy more stuff from you) is to use a merchant processing service in conjunction with a payment gateway service. Some ecommerce vendors have integrated these service into their solutions. For example, NCR Retail Online processes credit cards through NCR Merchant Solutions (merchant processing) and payment information is routed through NCR SecurePay (the payment gateway). If you choose to accept multiple payment methods, I recommend you select an ecommerce solution that offers the payment processing and gateway because you will be able to get lower pricing on fees, and may even get discounts on other applications and services. You can choose to obtain a merchant account with each individual credit card company and utilize an independent payment gateway, like Authorize.net. This can become a hassle when it comes to card settlement, fees and subscriptions, so proceed with caution, and get rate comparisons, if choosing this option.
How will I handle returns?
Every store has to deal with returned items. Your online store will be no different. Make sure to check that your ecommerce vendor to see what they provide for a built-in tools for this, they should be able to provide you the ability to quickly and easily replace merchandise or refund items for purchased price as well as restock your inventory and send emails to customers about the status of their return.
How will I handle customer service?
Do you plan to outsource your customer service to a call center, or will you handle it internally? The right solution for you will depend on the size of your staff and your order volume. There is no magic formula here, only you know what is best for your business. You will want to have access to a customer relationship manager (CRM) tool, whether fully integrated with your ecommerce solution, or as an external solution. You will want the ability to track order history, pending orders, contact and shipping information and feedback/complaints from your customers. Shopify does have an entry-level CRM, but is mostly used for reporting and marketing purposes, and does not appear to be designed to handle customer feedback. I recommend using an ecommerce solution integrated with retail management software, as they have a built-in CRM.The best way for you to handle (CRM) in my opinion is to just do it yourself by getting a toll-free number specifically dedicated to customer service. That way you can handle and manage your own reputation, and have a better overall customer satisfaction. Another option is to set up a live chat in your online store but only if you can operate it 24/7 because you have to remember that online shoppers have come to expect full service anytime.
How will I determine shipping costs?
It's often easier to leave shipping cost calculations to your customer. The majority of carriers will calculate shipping costs for you for free, and most major ecommerce vendors allow you to integrate those costs into your store's checkout section.Most of the time companies tend to offer free shipping as a discount on purchase over a certain price. You may want to consider offering this to your customers, but only if you can afford to.
How will I create appeal for the products on my site?
The best thing to do to create this appeal is to have a crisp, clear product image.This is not a place to cut corners or go cheap. Hire a photographer, or use someone who can produce high-quality images. You should use a 16-megapixel DSLR camera and make sure you have decent lighting via a light box ( A photo lightbox is a tent-like container with several light bulbs aimed at its interior that photography professionals often use to create well-illuminated images of objects). Always write a very short product description, but use powerful, rich descriptions that will pique customers’ interest. Make sure to use adjectives and phrases that evoke emotion, but don’t get too carried away. Here are things you must include: price, product uses, dimensions and some defining characteristics. Use relevant terms, as they will improve your SEO, increasing the chances people searching for your products will find them.
Should I allow customer reviews and social sharing?
YES! Giving customers the ability to comment on your products and leave rating of them will help build trust in you and your company. If you haven’t already, be sure to check out my previous posts on social media as a means to manage your reputation. Positive reviews and social media shares could lead to more sales and potential customers. There's also the risk of negative comments, which will allow you to show your customers how your shop deals with customer satisfaction. Several major ecommerce services offer customer review options that allow you to respond to, or remove undesirable comments but the best thing to do is not to remove a comment, but rather find a way to resolve it and allow other potential customers to see it not all old school ways are gone.
How will I attract shoppers?
After your store is up and running, spread the word both online and off. Placing links to your store's web address on your company's main website and in your email newsletter campaigns would be a good start. If you can regularly update several social media outlets, set up Facebook, Twitter, Pinterest and YouTube accounts representing your online store. Updating your company's social media sites a few times a day can drive traffic to your store by drawing attention to daily deals and other promotions. You should give your customers the ability to attract new customers for you by enabling them to "like", “share” and “pin” your products and descriptions on social media outlets like Facebook, Pinterest, etc. It's also advisable to choose an ecommerce vendor that optimizes your store's content for search engines.
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