e-Commerce
The online retail market in 2019 has already exceeded $ 4 trillion. Online sales of even a small company can be international in nature, which means you can compete for the entire volume of demand in your segment.
Moreover, according to Twenga Solutions, only 29% of medium and large retailers use the Internet as a sales channel. There is much less competition on the online market, which means that the chance to expand the customer audience is much higher.
Organization of the main aspects for any store.
The range of commodity items is the basis of any store, and it is necessary to think about uploading it to the website. Information on the product range can be entered either manually or uploaded from the database or accounting system of the company.
The latter option (export from accounting systems or CRM) is better, because it enables synchronizing both the composition of the product range and stocks for each item, notifying the buyer about the availability of products.
Online payment for products through banking services is configured according to the technical documentation of the bank. Online settlement systems and payment aggregators also have their own requirements and connection methodology.
Delivery price, personal accounts and website structure
Automatic calculation of delivery price can be carried out based on different variables: product weight, price (information is taken from the catalogue), delivery location (integration with Google Maps) and many other source data. Source information can be automatically synchronized with internal sources and with data from third-party suppliers.
To interact with suppliers and partners, a separate personal account and synchronization between settlement systems can be arranged. The personal account of the buyer can include modules of the wish list, basket, balance of funds, etc.
It is important to carefully consider the structure of sections, so that any product is convenient to find. Develop filters by category, which for each section can be separate. And units with offers of similar or complementary products can significantly increase conversion.
Advantages of creating an online store for business
The main advantages of creating an online store for business expansion include, first of all:
Ability to automate sales.
Detailed sales analytics for each product.
Ability to easily expand sales geography.
Round-the-clock work and acceptance of orders
Some examples of the incredible results of work of online stores:
Amazon
The trading platform has made its owner Jeff Bezos the richest man in the world.
Ebay
In 2019, the turnover on the trading platform reached an incredible figure: an average of 1,400 Euros per second
Carters
The company organized a whole chain of online stores around the world on the basis of franchising.
6pm
6pm - Zappos stock store. Its turnover is 130 times higher than that of the main brand.
Oldnavy
GAP affordable clothing store gathers an audience of 6.2 million people per day.
Pizza Hut
Their first online store was created in 1994, which made the name of the international brand.
Online store or classic trade?
- Rental and maintenance costs;
- Salary costs for employees;
- Related costs (storage, security services, etc.)
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Comparison criterion
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1
Online store |
2
Physical POS |
| High speed of creation and start of work | ||
| Limited audience | ||
| Low market entry cost | ||
| Unlimited range of products | ||
| Full automation | ||
| Detailed sales analytics | ||
| Unlimited sales geography | ||
| Instant receipt of goods | ||
| Possibility to view all products |
Naturally, the most effective approach will be using the online store as an additional sales channel to the main point of sale.
e-Commerce is not effective for all categories of products. There are groups of goods that in the foreseeable future will not get in the Internet space (food, medicine, etc.)
Search promotion of online store
The rental price of a room in a shopping centre directly correlates to the daily flow of customers in it. In e-commerce, things are different. Having a position in the top 10 search results, you will provide your store with constant traffic of interested customers at no extra costs.
The competition for a position in the first page of search results is very high. To get there, you will need a detailed SEO development of the website. Even an experienced specialist will need time for this, not to mention independent promotion, which usually leads only to loss of time and budget.
In the meantime, your online store has not yet reached the top search results, you can provide traffic of visitors using contextual advertising. And unlike classic advertising, it is shown only to the target audience, and the interested user goes directly to the store.
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