How to Create an eCommerce Strategy that Works
“Best known beats best.”
This is to say that even if you are the best eCommerce entrepreneur alive, it doesn’t matter how good you are if no one knows about you.
So what next? What do you have to do to be known?
The key is to develop and implement a comprehensive eCommerce strategy that highlights your strengths and puts your business in front of your target audience.
In this guide, we will walk you through the essential steps to create a successful eCommerce strategy, ensuring your business competes and thrives in the competitive online marketplace.
By the end of this guide, you will have a clear roadmap to being one of the best in your niche. Ready to be the best? Let’s goooooooooooooooo.
What is an eCommerce Strategy?
An eCommerce strategy is a detailed set of plans and tactics for helping your business sell products or services successfully online.
It outlines the steps and tactics needed to attract, engage, and convert online shoppers into customers. This strategy covers various aspects of online selling, such as:
Website Design and User Experience:
Ensuring the website is easy to navigate, visually appealing, and mobile-friendly to provide a good shopping experience.
Product Selection and Pricing:
Deciding what products to sell and what prices to peg them at.
Marketing and Promotion:
Using online advertising, social media, email marketing, and other methods to reach potential customers.
Customer Service and Support:
Assisting customers before, during, and after their purchase to ensure satisfaction.
Payment and Shipping:
Offering convenient and secure payment options and reliable shipping methods.
Analytics and Optimization:
Continuously tracking performance and making improvements based on data.
Related: Different International Shipping Methods for Businesses in 2024
Why is an eCommerce Strategy Important?
With the way eCommerce is growing, having recorded over $5 billion in sales, having a strategy is not an option but a necessity. Let’s see why:
Guides Business Decisions:
A well-defined strategy provides a clear direction for your online business. It helps you make informed decisions about what to sell, who to target, and how to reach them.
Increases Visibility:
With a strategic approach to marketing and SEO, your online store can rank higher in search engine results, making it easier for potential customers to find you. You may not out-Amazon Amazon, but you can be a force in your sphere of influence.
Improves Customer Experience:
An eCommerce strategy focuses on user experience and customer service, ensuring that customers have a smooth and enjoyable journey on your website. This can lead to higher sales and repeat business.
Enhances Competitive Edge:
The online marketplace is crowded, and a solid strategy helps you stand out from competitors. It enables you to offer unique value propositions and better meet customer needs.
Boosts Sales and Revenue:
A well-executed eCommerce strategy drives traffic to your site, increases conversion rates, and boosts sales and revenue.
Efficient Resource Use:
It helps allocate resources effectively by identifying the most profitable marketing channels and sales tactics, ensuring the best return on investment.
Builds Brand Loyalty:
Consistent and strategic customer engagement through personalised marketing and excellent service helps build trust and loyalty, encouraging repeat purchases and positive word-of-mouth.
Fundamental Concepts of eCommerce
To build a successful brand on the internet (Obasanjo’s internet), you need to understand the foundational concepts of eCommerce across all borders. Let’s see them!
What are the 3 C's of eCommerce?
The 3 C's of eCommerce are Content, Commerce, and Community.
Content:
This refers to all the information on your website, including product descriptions, blog posts, videos, and images. High-quality content helps attract and engage customers, builds trust, and improves search engine rankings.
Commerce:
This is buying and selling goods or services on your website. It includes everything from the product catalogue and shopping cart to payment processing and order fulfilment.
A seamless and secure commerce experience is needed for customer satisfaction and repeat business.
Community:
Building a community around your brand involves engaging with your customers through social media, forums, and other online platforms.
A strong community fosters customer loyalty, encourages word-of-mouth marketing, and provides valuable feedback.
“You can never go wrong by investing in communities and the human beings within them.” –Pam Moore, CEO of Marketing Nutz.
What are the Four Principles of eCommerce?
While there isn't a universally accepted set of "Four Principles of eCommerce," we can identify four key areas that form the foundation of successful online businesses:
Convenience:
Your website should be easy to navigate and have a smooth and efficient checkout. To make it convenient for your customers, offer many payment options and fast shipping.
Trust:
Building trust is needed for eCommerce success. This can be achieved through secure payment gateways, clear return policies, customer reviews, and transparent business practices.
Personalisation:
Personalising the shopping experience can boost customer satisfaction. Use data analytics to provide personalised product recommendations and content.
Customer Service:
Excellent customer service is key to retaining customers. Offer quick and helpful support through multiple channels, such as email, chat, and phone. Make sure your return and refund policies are customer-friendly.
What are the Three Pillars of Secure eCommerce?
The three pillars of secure eCommerce are Data Security, Payment Security, and Compliance.
Data Security:
Protecting customer data is important. Use encryption, secure servers, and regular security audits to safeguard personal and financial information.
Payment Security:
Ensure that all payment transactions are secure by using trusted payment gateways.
Compliance:
Adhere to legal and regulatory requirements related to eCommerce, such as GDPR (General Data Protection Regulation) for data protection and privacy. Compliance helps build trust and avoid legal issues.
How Do These Concepts Impact eCommerce Success?
Understanding and implementing these fundamental concepts can impact your eCommerce success by having loyal customers who will spread the word about your business.
It also leads to sustainable business growth as a focus on community and content helps you reach your customers how they want.
Types of eCommerce Strategies
There are several types of eCommerce strategies and we will be looking at a few popular ones:
Customer Segmentation-Based Strategies
Customer segmentation-based strategies focus on the different types of customers a business serves.
B2C (Business to Consumer) Strategy:
This strategy involves businesses selling products or services directly to individual consumers. The key to a successful B2C strategy is to create user-friendly websites that are easy to navigate, visually appealing, and mobile-friendly.
Personalised marketing also plays a huge role in this strategy; you need to use data to customise emails, product recommendations, and promotions to match individual consumer preferences.
This strategy is even better because of excellent customer service, convenient payment options, and fast and reliable shipping.
Amazon is an excellent example of a B2C strategy. It offers a wide range of products directly to consumers, with personalised recommendations and quick delivery.
B2B (Business to Business) Strategy:
This strategy involves businesses selling products or services to other businesses. Building long-term relationships and ensuring repeat business are the key aspects of a successful B2B strategy.
For B2B, bulk pricing, personalised account management and excellent customer support are needed to move the needle and meet the needs of each business client.
The procurement process should be easy, with clear product catalogues and straightforward ordering systems to make purchasing easy.
Alibaba is a leading example of a B2B strategy, connecting businesses with suppliers for bulk purchases and long-term partnerships.
Related: Tips for Scaling Your Amazon FBA Business to the Next Level
C2C (Consumer to Consumer) Strategy:
This strategy allows consumers to sell products or services directly to other consumers, usually through an online platform. Secure payment systems are essential to ensure safe transactions between buyers and sellers.
The platform should be user-friendly, providing an easy-to-use interface for listing items, browsing, and purchasing.
eBay is an excellent example of a C2C strategy, where individuals can buy and sell a wide range of items directly to one another.
C2B (Consumer to Business) Strategy:
This strategy involves individuals selling products or services to businesses. Platforms that connect consumers with businesses looking to buy specific products or services are key to a successful C2B strategy.
In C2B, service listings should be easy to create and advertise, allowing users to showcase their offerings.
Upwork is an example of the C2B strategy, where freelancers offer their services to businesses looking for specific skills.
Sales Channel-Based Strategies
Sales channel-based strategies are methods businesses use to sell their products or services through different types of sales channels.
Direct-to-Consumer (D2C) Strategy:
The Direct to Consumer (D2C) strategy involves brands selling their products directly to consumers without relying on traditional retailers. This approach gives brands complete control over how their products are marketed, priced, and delivered.
Operating their eCommerce websites can help D2C brands establish a strong online presence and build direct customer relationships.
This direct relationship also means that brands own customer data, which can be used to personalise marketing efforts and improve product offerings.
Marketplace Strategy:
The Marketplace strategy involves selling products online, where multiple sellers can offer their goods to a wide audience.
Marketplaces like Amazon and Jumia provide a venue for various sellers to reach potential buyers without needing their own eCommerce website.
These platforms handle key aspects such as secure payment systems, seller management, customer service, and sometimes shipping, helping to ensure a smooth shopping experience for consumers.
Omnichannel Strategy:
An omnichannel strategy is a customer-centric approach that provides a seamless and consistent experience across all touchpoints where a customer interacts with a brand.
The customer journey should be consistent and personalised, whether online, in-store, or mobile. This means the online messaging and experience should be the same offline.
Imagine getting a discount code to shop from a retailer, and you decide to go to their physical store and are told your discount code doesn’t apply there. Or maybe the item you want to purchase can only be ordered online.
The first thought that will cross your mind is how unserious the brand is because why are you a different person online and offline?
This is the essence of an omnichannel strategy. It helps ensure that no matter where a customer meets a brand, the experience and the messaging are the same.
Mobile Commerce Strategy:
Mobile commerce is the buying and selling of goods and services through mobile devices like smartphones and tablets. With the increasing use of smartphones, m-commerce has become a crucial component of any successful eCommerce strategy.
If you are going to have a mobile strategy, you need to ensure that your website is mobile-optimized and user-friendly.
Chowdeck is an example of what a mobile strategy should be. You can browse the food catalogue directly from your mobile, pay for it and get it delivered to your doorstep while staying in one place.
Statistics show that over 40% of online transactions are done on mobile. So this means you have to ensure your site is optimised for mobile.
Social Commerce Strategy:
Social Commerce leverages social media platforms to drive sales by allowing businesses to sell products directly through social media channels.
This strategy involves creating engaging content that attracts and retains users and enabling shoppable posts where customers can purchase without leaving the social media app.
With a social commerce strategy, you can outline your influencer marketing and targeted advertising strategy to reach new customers and drive conversions.
“Social media is not only more cost-effective than advertising, but it also offers great opportunities for innovative engagement with your customers.”-
Richard Branson, Founder, Virgin Group
Based on Marketing Focus
Marketing strategies are needed to drive traffic, engage customers, and boost eCommerce sales.
SEO (Search Engine Optimization) Strategy:
SEO involves optimising a website to rank higher in search engine results pages (SERPs) for relevant keywords. The primary goal is to increase organic traffic, attracting visitors without paying for ad placements.
This process starts with keyword research, identifying the terms and phrases potential customers use when searching for products or services.
On-page SEO uses these keywords in titles, meta descriptions, headers, and content to improve search visibility.
Technical SEO ensures the website is user-friendly, mobile-friendly, fast, and supports search engine indexing. Neil Patel says that the backbone of a website is its technical SEO.
“It takes up to three to six months for an SEO strategy to deliver positive results.”-
Data Box survey.
So you know what to do? Start your SEO strategy now!
Content Marketing Strategy:
Content marketing involves creating and distributing valuable content to attract and engage a target audience. This strategy aims to provide informative, entertaining, or educational material that resonates with potential customers.
The content type includes blog posts, videos, infographics, ebooks, whitepapers, templates, reports, and more.
And guess what? Content marketing is an important part of online success. It’s no wonder that 73% of B2B marketers and 70% of B2C marketers use it in their overall marketing strategy.
By consistently delivering high-quality content, you can build brand authority, improve engagement, and drive traffic to your site, which leads to conversion.
“The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.”~Jamie Turner, former sports manager and editor
Social Media Marketing Strategy:
Social media marketing involves using platforms like Facebook, Instagram, Twitter, and LinkedIn to connect with an audience, promote products or services, and build brand awareness.
Effective social media marketing requires choosing the right platforms based on where your target audience is most active and interacting with followers through comments and messages to build relationships.
“Social media is here. It’s not going away; not a passing fad. Be where your customers are: in social media.“ —
Lori Ruff, speaker and author.
Email Marketing Strategy:
Email marketing is the practice of sending targeted emails to a list of subscribers to promote products, provide updates, or nurture leads. You can build an email list through sign-up forms and lead magnets.
Want to know some mind-blowing facts about email marketing?
60% of surveyed consumers say that marketing emails have influenced their decision to purchase a product.
80% of small and medium-sized businesses have said email marketing is their most impactful channel for customer retention.
Email marketing revenue is expected to grow up to $12.33 in 2024.
In the words of Hans Smellinckx, CEO of Markies, “If you are not seeing the email channel as a money-making machine, you have the wrong strategy.”
So roll up your sleeves and make an email marketing strategy that will be "another banger."
PPC (Pay-Per-Click) Advertising Strategy:
In PPC, your ad is usually placed in search results or on websites. The catch is that you pay every time someone clicks on the ad, hence the name pay-per-click.
For this strategy to work, you have to select relevant keywords for which ads will be displayed, create compelling ad copy and visuals, and manage bids to control costs and optimise ad placements.
You also want to track the performance and metrics like click-through rates (CTR) and return on ad spend (ROAS) to ensure that the ad is effective.
“If you’re new to the market, the first step to raising brand awareness is to acquire as much traffic as possible, and investing in PPC ads will drive more people to your site.”-
Margot Rebeyrol, Digital Campaigns Consultant
Influencer Marketing Strategy:
Influencer marketing uses individuals with large followings and influence in specific industries to promote products or services.
There is a myth that influencer marketing doesn’t work. This isn’t entirely true. For this strategy to work, you have to use influencers with audiences similar to yours. If you own a skincare or fashion brand, go for influencers who have built their audience based on that content.
You also need to track engagement metrics and sales to ensure you aren’t wasting your time and money on the collaboration.
“Because they are personally invested in their crafts, micro-influencers are trusted sources of recommendations for followers.‘The Game isn’t just getting eyeballs, but getting eyeballs that care!” Sidney Pierucci, Entrepreneur and Investor
Affiliate Marketing Strategy:
Affiliate marketing is a performance-based strategy where businesses partner with affiliates who promote their products or services in exchange for a commission on each sale.
The process involves recruiting affiliates well-suited to promote the product, setting up a competitive commission structure, and using tracking tools to monitor affiliate performance and manage payments.
Referral Marketing Strategy:
Referral marketing encourages existing customers to refer new customers through incentives or rewards. Designing an effective referral program involves creating clear incentives for the referrer and the referred customer.
To measure success, you need a way to track referrals and manage rewards so that issues do not arise.
Developing an Ecommerce Strategy
Let's go over a step-by-step process to creating an eCommerce strategy that will work for you.
Define Your Goals:
Start by setting clear, measurable goals for your eCommerce business. Are you looking to increase sales, expand your customer base, or improve customer satisfaction?
Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). Clear goals will guide your strategy and provide a benchmark for success.
Understand Your Market:
Conduct thorough market research to understand your target audience's needs, preferences, and shopping behaviours.
Analyse your competitors to identify their strengths, weaknesses, opportunities, and threats (SWOT analysis). Knowing what your competitors offer and what sets your business apart will help you carve out your niche in the market.
Choose the Right Platform:
Select an eCommerce platform that aligns with your business needs. Consider factors like ease of use, scalability, cost, and available features.
Some popular ones are Shopify, WooCommerce, Magento, and BigCommerce. The right platform should support your current needs and scale as your business grows.
Create a User-Friendly Website:
Your website is the face of your business when people search for you on Google. It should be visually appealing, easy to navigate, and mobile-friendly.
Ensure product pages have high-quality images, detailed descriptions, and customer reviews.
To reduce cart abandonment, simplify the checkout process and incorporate user-friendly design elements like clear call-to-action buttons, intuitive navigation, and fast load times.
Develop a Marketing Plan:
An effective marketing plan outlines how you will attract and retain customers.
This could include SEO to improve your search engine rankings, content marketing to engage and educate your audience, social media marketing to build your brand presence, and email marketing to nurture leads.
Identify your target audience's most effective marketing channels and create a content calendar to stay organised.
Set Up Analytics:
Implement analytics tools like Google Analytics to track your website’s performance. Analyse key metrics such as traffic sources, bounce rates, conversion rates, and average order value.
Use this data to identify what’s working, what's not working and where you can improve. Regularly reviewing your analytics will help you make informed decisions and adjust your strategy as needed.
Ecommerce Strategy Implementation
Launch Your Website:
Once your website is ready, launch it with a soft launch to test all functionalities. Ensure all product listings, payment gateways, and customer service channels are working correctly.
Pro tip: Before launching, conduct user testing to identify and fix any issues.
Drive Traffic:
Use your marketing plan to drive traffic to your site. Implement SEO strategies to improve your search engine visibility, create engaging content to attract visitors, and use social media platforms to reach a broader audience.
Consider paid advertising options like Google Ads or social media ads to drive targeted traffic quickly.
“Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic.’” –
Adam Audette, SEO Consultant.
Monitor Performance:
Check your analytics regularly to see how your site is performing. Look at metrics like website traffic, conversion rates, average order value, and customer acquisition cost.
Use this data to identify trends and areas for improvement. Monitoring performance helps you stay on track and make data-driven decisions.
“Goal is to turn data into information and information into insights.” –
Carly Fiorina, Former CEO of HP.
Optimise Continuously:
Based on your performance data, continuously optimise your website and marketing efforts.
A/B testing tests elements such as headlines, images, and calls to action to see what resonates best with your audience.
Make iterative changes based on what you learn to improve user experience and conversion rates continually.
Provide Excellent Customer Service:
Customer service is a critical component of your eCommerce strategy. Ensure that your customers have a positive experience from start to finish.
Respond promptly to inquiries, resolve issues quickly, and follow up to ensure customer satisfaction. Be accessible to your customers through live chat, email support, and social media.
Related: 7 Key Heroshe Features That Set Us Apart From The Competition
Common Pitfalls in eCommerce Strategy and How to Avoid Them
Ignoring Mobile Users:
Many shoppers use mobile devices, and if your website isn’t optimised for mobile, you risk losing many potential customers.
Mobile phones are crucial in eCommerce; in 2023, 60% of eCommerce sales were made from mobile devices.
So, you have to ensure your website is responsive and can be used on different devices. Also test your site on various devices to ensure it’s user-friendly and easy to navigate.
Poor Website Navigation:
Customers will get frustrated and leave if your site is difficult to navigate.
To avoid this, simplify your website navigation by organising products into clear categories. Use a clean design that makes it easy for users to find what they want.
Include a search bar with autocomplete functionality to help users quickly locate products. Minimise the number of steps in the checkout process and offer guest checkout options.
Lack of SEO:
Without proper SEO, your website may not appear in search engine results, making it difficult for potential customers to find you.
Conduct thorough keyword research to identify relevant terms your target audience is searching for. Optimise your website’s content, meta tags, and URLs with these keywords.
Create high-quality, informative content that provides value to your audience, and Regularly update your site with fresh content to improve your search engine rankings.
Use tools like Google Search Console to monitor your SEO performance and make necessary adjustments.
Ignoring Data:
Failing to track and analyse data can hinder your success. Without data insights, you won’t know what’s working and what’s not, making it difficult to make informed decisions and improve your strategy.
Analytics tools like Google Analytics are used to track key metrics such as traffic sources, bounce rates, conversion rates, and customer behaviour.
Set up eCommerce tracking to monitor sales performance and identify trends. Review your data regularly to understand your audience and optimize your marketing efforts.
Slow Website Speed:
A slow website can frustrate customers and lead to lost sales. If your pages take too long to load, users will likely abandon your site and look elsewhere.
Anna Crowe gave spot-on advice when she said, “The slower your site’s load, the more visitors and revenue you’ll lose out on.”
So what do you do?
Optimise your website’s speed, regularly test it using tools like Google PageSpeed Insights, and make necessary adjustments.
Poor Customer Service:
Neglecting customer service can hurt your reputation and lead to lost customers. Slow response times, unresolved issues, and lack of support can drive customers away.
Provide excellent customer service by being responsive and helpful. Offer multiple channels for customer support, such as live chat, email, and phone. Train your support team to handle inquiries and resolve issues promptly.
Follow up with customers to ensure their satisfaction and encourage feedback to improve your services. Implement a robust return and refund policy to build customer trust and confidence.
Overlooking Marketing:
Even the best website needs marketing to attract customers. Without a solid marketing plan, your site may struggle to gain visibility and generate traffic.
Invest in a comprehensive marketing plan that includes SEO, content marketing, social media, email campaigns, and paid advertising. Identify your target audience and tailor your marketing efforts to reach them effectively.
Use social media platforms to engage with customers and build your brand presence. Leverage email marketing to nurture leads and retain customers.
Related: The Cheapest Way to Ship from the U.S. to Nigeria
Platform-Specific Strategies
TikTok eCommerce Strategy
TikTok, also known as the clock app, has become one of the most successful social media platforms, attracting people of different ages. One thing we know for sure is that TikTok eCommerce is golden.
Stats show that 55% of TikTok users have bought something from the platform, and 44% say they have discovered products on the platform (I am among them, too!).
Your TikTok strategy should focus on getting more views and getting your viewers to take action. You can leverage the following in your strategy:
Create Engaging Content:
When you think TikTok, think of short fun videos, trends, challenges and education.
But how do I use trends to pass out information?
One of the most popular ways to do this is to have pop-up texts in your videos talking about your product.
This way, you are on trend and still talking about your product. So win-win.
Partner with Influencers:
Collaborate with TikTok influencers who can promote your products to their followers. This will help you tap into their audience and make sales.
Use TikTok Ads:
TikTok offers various ad formats, such as In-Feed Ads, Branded Hashtag Challenges, and TopView Ads. These can help you reach a larger audience and drive traffic to your website or online store.
Link to Your Store:
Include a link to your eCommerce site in your TikTok profile. You can also tag products directly in your videos using TikTok's shopping features.
Engage with Your Audience:
I have reviewed many business posts and noticed that most businesses do not engage with their audience. That’s a red flag for me.
In fact, I have made it a principle not to buy from people who do not attend to comments. There are people like me, too, who will not buy from such businesses.
Respond to comments and interact with your followers. Building a community on TikTok can boost your brand’s visibility and customer loyalty.
Leverage User-Generated Content (UGC):
Encourage your customers to make posts (videos, stories, images, testimonials) about your brand and how it made a difference for them. This can attract more customers.
Related: How to Start an Online Fashion Store
Instagram eCommerce Strategy
There is a popular quote that says, “You can always reinvent yourself.” Instagram has successfully done this.
From a square photosharing app in the early 2010s to a platform supporting and encouraging eCommerce, Instagram is home to many businesses and can be for you too..
To effectively use Instagram:
Optimise Your Profile:
Ensure your Instagram profile has a clear bio, profile picture, and a link to your website. Use Instagram’s business features to make your profile look professional.
Also, utilise the Instagram highlight to promote different aspects of your business.
Post High-Quality Photos and Videos:
Instagram is a visual platform, so high-quality images and videos are essential. Appealingly showcase your products, and use Instagram Stories and Reels to engage your audience.
Use Instagram Shopping:
Set up Instagram Shopping to tag your products in posts and stories. This lets users purchase directly from your posts, making the shopping experience seamless.
Partner with Influencers:
Like TikTok, Instagram influencers can help promote your products. Collaborate with influencers who align with your brand to reach a wider audience.
Run Ads:
Instagram offers various ad formats, such as photo ads, video ads, carousel ads, and Stories ads. Use these to target specific audiences and drive traffic to your online store.
Engage with Your Audience:
Respond to comments and messages, and use interactive features like polls and questions in your Stories to engage with your followers.
Leverage User-Generated Content (UGC):
Encourage your customers to make posts (videos, stories, images, testimonials) about your brand and how it made a difference for them. This can attract more customers.
Facebook Ecommerce Strategy
Facebook is one of the largest social media platforms, offering numerous tools for eCommerce businesses.
Here’s how to make the most of Facebook:
Set Up a Facebook Shop:
Create a Facebook Shop to showcase your products directly on your Facebook page. Users can browse and purchase products without leaving the platform.
Use Facebook Ads:
Facebook ads allow you to target specific demographics, interests, and behaviours. Use Facebook Ads to promote your products and drive traffic to your online store.
Post Regularly:
Post regularly to keep your audience engaged. Share product updates, promotions, and engaging content. Use a mix of photos, videos, and live streams to keep your content fresh.
Create a Community:
Use Facebook Groups to build a community around your brand. Engage with members, answer questions, and provide valuable content to build loyalty.
Utilise Messenger:
Use Facebook Messenger for customer service and to send updates about orders. Messenger bots can automate responses and provide instant support.
Partner with Influencers:
Collaborate with Facebook influencers who can help promote your products to their followers.
Related: The Ultimate Checklist for Starting a Business
How to Choose the Right Platform for Your Business
Know Your Audience:
Identify where your target audience spends their time online. Younger audiences might be more active on TikTok and Instagram, while older people may prefer Facebook.
Understand Your Product:
Due to their visual nature, visual products like fashion, beauty, and home décor perform well on Instagram and TikTok. Consider how your product fits with the platform’s content style.
Set Your Goals:
Determine what you want to achieve. Facebook Groups might be ideal for building a community. TikTok and Instagram are great options for brand awareness and engagement.
Test and Analyze:
Start with one or two platforms and track your performance. Use analytics to see where you get the most engagement and sales, then adjust your strategy accordingly.
eCommerce Strategies for Small Businesses
Focus on a Niche Market:
Small businesses succeed by targeting a specific niche. By focusing on a particular market segment, you can tailor your products and marketing efforts to meet that audience's specific needs and preferences.
Build Strong Customer Relationships:
Excellent customer service can set you apart from larger competitors. Personalize interactions, respond quickly to inquiries and go the extra mile to solve customer problems.
Happy customers are more likely to return and recommend your business to others.
Leverage Digital Marketing:
Use digital marketing to reach your audience effectively. This includes SEO to improve your search engine rankings, content marketing to engage and educate your audience, and social media to connect with customers.
Email marketing is also a powerful tool for nurturing leads and retaining customers.
Optimise Your Website:
Ensure your website is user-friendly, mobile-friendly, and fast. Clear product descriptions, high-quality images, and a simple checkout process can improve the user experience and increase sales.
Use Analytics:
Track your website’s performance using tools like Google Analytics. Understand where your traffic comes from, which products are popular, and how users interact with your site.
Use this data to make informed decisions and continuously improve your strategy.
How Small Businesses Can Compete with Large Retailers
Offer Unique Products:
One of the best ways to compete with large retailers is to offer unique or handmade products they don’t carry. This can attract customers looking for something different and unique.
Provide Personalized Service:
Large retailers often lack the personal touch that small businesses can offer. Personalize customer service by remembering customers’ names, preferences, and purchase history.
Create a Community:
Build a community around your brand through social media, newsletters, and events. A good example of events is what Naija Brand Chick is doing with her trade fairs.
Engage with your customers regularly, encourage user-generated content, and create a sense of belonging. A strong community can be a powerful competitive advantage.
Quality Over Quantity:
Focus on providing high-quality products and excellent customer service rather than trying to match the volume of large retailers. Quality products and a great shopping experience can lead to positive reviews and repeat business.
Cost-effective eCommerce Strategies for Small Businesses
Use Free and Low-Cost Marketing Tools:
Use free marketing tools like social media, email newsletters, and SEO.
Platforms like Facebook, Instagram, and Twitter are great for reaching potential customers without spending much money. Email marketing tools like Mailchimp offer free plans for small businesses.
Focus on Content Marketing:
Content marketing is a cost-effective way to attract and engage customers. Start a blog, create how-to videos, or share user-generated content.
Valuable and relevant content can drive traffic to your site and improve your search engine rankings.
Use Affordable ECommerce Platforms:
Choose an eCommerce platform that fits your budget. Platforms like Shopify, WooCommerce, and BigCommerce offer affordable plans with essential features like secure payment processing and mobile optimisation.
Implement a Referral Program:
Encourage your existing customers to refer new customers by offering incentives like discounts or free products. Referral programs can help you acquire new customers at a low cost while rewarding loyal customers.
Optimise for Local SEO:
If you have a local business, optimise your website for local search. This includes adding your business to Google My Business, using local keywords, and encouraging customers to leave reviews. Local SEO can help you attract customers in your area without spending a lot on advertising.
Outsource When Necessary:
Consider outsourcing tasks like website design, content creation, and customer service to freelancers. This can be more cost-effective than hiring full-time employees and allows you to focus on core business activities.
Conclusion
We’ve discussed how to create a successful eCommerce strategy. It requires careful planning, continuous optimisation, and a deep understanding of your market and customers.
When will you be creating your strategy?
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