Online retail is a sector of the growing economy in Brazil; find out in this article by Blue World city how to stand out in the market and create a successful eCommerce
Ecommerce has become a great reference for those who want to successfully undertake retail. And no wonder, as it is necessary to make a presentation where the consumer public is. In this sense, digital commerce, year after year, breaks records.
According to the 2nd edition of the Entrust report, Brazilian e-commerce grew 22.7% in 2019 compared to the previous year. In 2020, a completely atypical period with the coronavirus pandemic, the growth was 56.8% in the first eight months of the year, compared to the same period in 2019 ( ABComm and Compre&Confie data ).
So, if you want to take advantage of this market trend, check out this article for step-by-step instructions to open successful e-commerce.
5 steps to create successful e-commerce and sell more
Below, we bring you 5 steps that successful e-commerce must follow to prepare with a focus on selling more. Are they:
- Understanding market and target audience;
- Ensure excellent deliveries;
- Disclosure and content;
- Understand your results;
- Technology and customer experience.
1- Understanding market and target audience
The first point of attention to ensure successful e-commerce is to act in a really relevant market. How to do this?
It may seem obvious, but this is a key point that needs to be said: would you open a slipper shop in a country like Estonia, one of the coldest in the world, with snow almost all year round? The chances of this venture succeed are nil.
This is an extreme example to make you reflect on the appeal of your solution in the market.
According to the latest IBGE survey, in 2012, 60% of companies open in Brazil went bankrupt in less than five years. The Sebrae lists four main reasons for this:
- Entrepreneur’s situation, such as unemployment, which leads to the opening of the business out of necessity;
- Lack of planning;
- Lack of training to manage the business;
- Poor management, which includes a lack of product improvement and market knowledge.
So, before opening e-commerce, study your market, your competition, and your solution. Because if the product itself doesn’t have space in the market, your business is already doomed to fail.
It is worth remembering that an important part of being an entrepreneur is knowing your target audience and the persona. This way, you will be able to offer your products in a much more personalized and aligned with the needs and dreams of your potential customers.
2- Ensure excellent deliveries
Your main goal when opening an online store shouldn’t be to get rich or achieve status. If so, it’s already starting off wrong. Any salesperson, whether in the physical or digital world, works for the customer.
So, the second point of attention to creating successful e-commerce is to ensure the public’s satisfaction with the items you offer. Because, at the end of the day, what the consumer needs are for the product to arrive on time and with the expected quality.
Philip Kotler considered the greatest marketing expert, says that “the best advertising is done by satisfied customers”. In the online environment, product reviews and user reviews have immense strength and are consequences of successful deliveries, which include:
Have a diverse and reliable supplier network. That way, if something unforeseen happens, you have other cards up your sleeve. In addition, prioritize those close to your stock to reduce costs, finally, always value the quality of the product. After all, you are the one who will answer for it with the reputation of your virtual store.
The range of options is also important when it comes to logistics. Having more than one carrier in your e-commerce ensures that your customer will be served, even in the face of unforeseen circumstances. And, of course, it ensures greater bargaining power for the user to choose the most cost-effective freight for their needs.
What if something doesn’t go as expected with the product or logistics? Offer service through all points of contact with the consumer: social networks, email, chat, telephone and whatever it takes to ensure that you resolve all customer queries or complaints in a timely manner.
Here, agility and personalization are key points and, remember: “if you leave customers unhappy in the real world, they will tell 6 friends. If you do the same thing in the digital world, each one of them will count for 6,000 contacts”. The quote is from Amazon CEO Jeff Bezos. Take it wisely to provide quality service to your customers.
After all, problems do happen and what will be final for your relationship with customers is how you deal with them. So, even if the logistics or the product leave something to be desired, ensure a dedicated service that makes a difference and delights your customer.
>> Read more: How to improve your e-commerce customer service?
3- Disclosure and content
Successful e-commerce is linked to the recognition and identification of the public. The construction of these two pillars to leverage your virtual store is done with a good Digital Marketing strategy.
Remember that it is not because you sell a product that all your communication will be based on merely promotional actions. Consumers are increasingly demanding and, especially in e-commerce, do research, check product reviews, the suitability of the brand, and opt for those with values with which they really identify.
Therefore, the production of valuable content and humanization are the differentials that highlight successful e-commerce. For this, you can use:
This is a marketing strategy totally focused on generating valued content for the end customer. So, the main idea is that with articles, ebooks and other materials you help your audience, get their doubts answered and become an authority in your industry.
With Influence Marketing it is possible to create a personal connection with potential consumers through real people. This strategy aims to use an interlocutor, an authoritative personality on the internet, with values aligned with the brand to promote its products.
4- Understand your results
And, after all, how to measure if yours is successful e-commerce? It is important, since the opening of the business, to structure a way to measure results.
Sales conversion rate, customer acquisition cost, and organic traffic are some of the numbers you should watch out for. And, of course, more than looking at them, it is necessary to gain insights, recalculate routes over time and optimize time and resources to go even further.
5- Technology and customer experience
Any physical store needs a whole structure to receive its public, ranging from space and lighting to an attractive decoration that highlights its products.
The virtual store has the advantage of not spending many of these expenses, but it still needs to provide a good infrastructure for the best possible experience for the customer.
So what do you need to invest in?
An online store is created on a platform. In other words, this is the technology that provides all the necessary tools for your e-commerce to exist, from the layout to the integrations with logistics companies.
There are many companies that offer this service. So, when choosing yours, think about your short, medium and long-term needs. Now it may seem that it won’t make much difference, but when your e-commerce is successful and you want to grow, a poorly made choice can be a limiting point.
>> Read more: How to choose the best platform for your e-commerce?
Successful e-commerce must serve its customers with excellence wherever they are. Therefore, a special concern when setting up your virtual enterprise should be the website’s usability.
Create a seamless experience, especially for those who access your store via mobile. After all, 66.8% of online purchases made in Brazil are through smartphones. (Data: CDL and SPC Brazil).
>> Read more: How to take better photos for your online store – and make more sales
After defining your product and persona, providing an incredible experience on the site, engaging the public on social networks and having a network of reliable suppliers and logistics (UFA!), for your being successful e-commerce, all that remains is, in fact, convert hits into sales.
Enter the scene as your main ally for this: the means of payment, if you choose the right one, of course.
According to data from Mossed, 28% of e-commerce cart abandonments are due to the checkout process, which is a feature of the payment method. Extensive forms or a redirection system can make the customer lose interest and confidence in the purchase.
>> Read more: 5 essential tips to reduce abandoned carts in e-commerce.
In this sense, to ensure the best possible experience for your customer, it is necessary to combine security with personalization. Look for a payment method that offers:
1- Different forms of payment: bank slip, card, pix, etc. In this way, the customer can choose what is most advantageous in their financial planning.
2- Transparent checkout: do you know when you click “buy” and a page redirect happens? Doesn’t that leave you in doubt about the safety and suitability of internet shopping? With the transparent checkout, the customer is able to complete the purchase within their own website, this way, you will no longer lose sales.
3- Stability: when you do that super promotion or create a big Black Friday campaign, for example, your payment method can frustrate all these efforts if you don’t have good stability. So, before choosing yours, evaluate this track record.
4- Security for your business as well: in addition to the customer experience, the right payment method will make your eCommerce a successful one, guaranteeing your risk management, fair fees and security to carry out transactions, through an anti-fraud solution.
>> Read more: Online payment methods: how to choose the best one for your business.
These are the main pillars for you to create successful e-commerce, but undertaking in the digital segment takes as many steps as a physical undertaking. If you want to find out where you need to start to create a virtual store from scratch, check out the Definitive Guide on how to set up e-commerce.