Although it seems that ecommerce is beginning to be talked about as something that emerged from one moment to the next, it took more than three decades for it to grow to current levels and it is, without a doubt, that This growth was due to the appearance of new technologies, tools and the need to find solutions for the purchase and sale of goods and services.
Within this trend of electronic commerce, accelerated by the confinement of the Covid-19, several special dates arise as an opportunity to market products online and with very tempting discounts. Now is the time for the HOT SALE, organized by the Argentine Chamber of Electronic Commerce since 2014, where each year an increase in sales is seen, billing 1.5 billion pesos in 2021. It is estimated that by 2022 the participation of companies will be 38% more and billing will increase by 16%.
Already with their sights set on May 30, brands must be attentive to consumer behavior focused on the sales and business strategies that they are going to offer, associated with this particular date, and rely on e-commerce platforms to respond to demand in real time and make yourself known to new consumers.
Every year, ecommerce platforms are gaining relevance to support these dates, accompanying the consumer throughout the purchase process. And this is one of the points to keep in mind when participating in this date: increase traffic to the online store.
The latter can be crucial for increasing sales during this date since the more visits you have, the more opportunity to make sales. There are three things to keep in mind when measuring store performance: response time, capacity, and availability. Being that the response time cannot be greater than 3 seconds because the client leaves the web and does not purchase the product.
One of the main problems, which is seen year after year on these dates of greatest demand, is that theecommerce sites are not prepared for the high demand of users who enter the web simultaneously, responding slowly or not responding at all. They are bottlenecks that are generated by not taking into account the high demand that they may have or by dismissing it, losing money.
So, if the seller does not know how their ecommerce platform works, it is difficult for them to be independent and profitable because the site does not inspire trust and generates little conversion.
Nowadays having an ecommerce has become attainable since having one that responds is no longer enough, it is necessary to optimize all facets of the business to be absolutely exceptional. It is not just about the main entrance to the page, but about creating a unique and particular shopping experience.
E-commerce operation
For an online store to work, certain elements must be taken into account, such as:
- Optimize the sales and navigation process: these are all the phases that the customer goes through from the moment they arrive at the page until they make the purchase. It is the most important process of online sales since the final objective is the economic transaction. Not all customers who start the path of purchase end up buying, to avoid abandoned shopping carts, this process must be analyzed and optimized to the maximum to generate sales.
- Integration of ecommerce to the company system: this integration implies good communication between those who deal with online commerce and those in charge of controlling the ERP (the enterprise resource planning system). In this way, each team will know which tasks correspond to them. Many businesses that have ERP software do not integrate with their eCommerce. As a result, they miss the opportunity to gain joint knowledge that allows them to make the most of their company’s resources.
- Positioning in Google: Positioning an ecommerce in Google will increase the chances that more people visit the website and can buy. SEO work is vital to increase traffic to a website and one of the best marketing strategies to increase sales of an online store.
- Be clear about how to make social networks profitable: It consists of managing several social profiles, adapting the publications to the audience and the channel to get your products known. The greater the success achieved with the marketing strategy on social networks, the greater the searches for the brand and therefore this will also be perceived in sales.
- Ecommerce hosting: another important point is to know where the ecommerce is hosted, if it is in the cloud or in a hosting. The merchant, in addition to dealing with social networks, sales, logistics, has to know the location of his online store. In the case of being hosted in the cloud, the merchant only has to worry about the business strategy for that date.
- Have an updated control with the numbers of your business: having control of the numbers in the offline business is the same in the digital field. In the same way that you have knowledge of the profit and loss in a physical store, to see if it is going well or not, to be successful online you need clarity and control systems to master your values.
- Logistics: this is one of the central elements that must be prioritized because it is in charge of guaranteeing the transfer of purchases made online. The logistics of your e-commerce determine the success of a sale and help you generate a positive image of the business, promoting future transactions. It is key to find an allied supplier that helps you solve the delivery of your products in a timely manner.
CEO of VNS experts in Shopify.
Source: Ambito
