Five seemingly small things that are incredibly important in e-commerce

When first setting up an e-commerce site there can be plenty of things to consider. From the products you will be selling through to the operational process of getting those products to customers’ doors, there is a lot to think about. These ‘big things’ can totally consume you when you’re setting up; so much so that you forget some of the other essential aspects. These five things may seem small, but they are incredibly important in e-commerce.

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  1. The customer journey

Have you ever gone through your e-commerce site as if you were a customer? Or asked friends and family to do so? This is the best way to experience the customer journey for yourself and see if there is anything that needs improving. How easy was it to find the products you were looking for? Was the checkout process smooth? Could you find shipping information and frequently asked questions? Ask a handful of people you know to use your online store as if they were a customer, to see if there’s anything you’re missing on the customer journey.

  1. Connecting with customers

How are you reaching out to new, potential customers? Social media marketing is key to growing your e-commerce site, but only if done right. With the recent Facebook algorithm changes, it’s more important than ever to ensure you’re creating value with your social media marketing. Don’t just spam people’s’ timelines with your products, instead encourage engagement, ask questions, and truly connect with your customers.

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  1. Making payments

If you’re making it too difficult for customers to pay, then you’re going to lose business. Not only should your e-commerce site have plenty of payment options, but they should be secure too. Platforms such as PayPal make it easy to accept various payment types, such as debit and credit cards, and are offer security for your customers. You should also consider installing an SSL certificate to encrypt all sensitive details.

  1. Staying above board

Is your online store all above board? Are you following all of the correct laws? Not only do you need to follow any selling regulations set by your own country, but you should consider a terms and conditions page for your site. Here you can set out a disclaimer of liability, payment and shipping terms, refund policies, and a whole lot more. Without a terms and conditions page, you’re leaving yourself open to lawsuits.

  1. The little touches

Finally, how are you ensuring your customers want to keep coming back? It’s the little touches that make a big difference in e-commerce. Perhaps sending a thank you note with every order or a special discount coupon for previous customers. Consider what little touches your business could put in place, to enhance that customer experience tenfold.

These may seem like small things in the grand scheme of things, but all of those little things add up. Is your e-commerce site missing any of these seemingly small things? Have you ticked all of the boxes? Or perhaps you have something else to add? Let us know in the comments below.


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