5 eCommerce Practices to Avoid on Your eCommerce Web Store

March 1st, 2018
By Cheryl Reinertsen

Businesses are making it easier and more pleasant for shoppers to buy from them, so you know that exceptional service, top quality items, and competitive prices are critical. They can determine whether you get sales, good references, and future customers.

Here are five reasons eCommerce shoppers avoid online stores, and insights on making your business more attractive to them.

Offer Only Common Products and Limited Choices – According to a study in 2016 by UPS, shoppers prefer to begin searching on marketplaces for product selection and availability. While large selection is important (and the reason many shoppers begin searching at a marketplace), unique products are also important and shoppers will seek them out, rather than settling for common and easy to find items.
Don’t Provide Reviews – Reviews can increase sales by steering and bolstering confidence as shoppers are considering their purchases. Additionally, it is important to know what your customers think of your products because then you know how you can improve your offerings, and where you should consider raising or lowering prices. If your ERP system provides the capability, you can enable live crowd sourcing so your customers can provide feedback for products. You can even provide online forums or Q&A sections. After each purchase, ask for a review of both the shopping experience and the product. This lets the customer know that you still care even after the sale. And when your customers take the time to send their valuable opinions, make sure to review and display them as soon as possible.
Charge High Pricing – Pricing is one of the most important considerations for today’s shopper. Even mobile device users compare prices and search for retail coupons. These shoppers enroll in membership/loyalty programs, and check promotions on social media, following retailers for deals, coupons, and holiday specials.
Charge High Shipping Costs – Free shipping is very appealing to shoppers, and many will abandon their carts if shipping costs are too high. One successful approach is to offer shipping subscriptions. With this option, customers are much more likely to place frequent orders instead of waiting to buy because they want to make shipping worthwhile.
Devise Complicated Return policies – As can be expected with online purchases, returns may be higher. But don’t make your return procedures so complicated that shoppers won’t buy from you. Shoppers are willing to drop off their returns at carrier locations or take their returns to a physical store. In-store return options provide opportunities for retailers to make these experiences easy for shoppers, who might make additional purchases while making their returns. If you have a physical store and customers are willing to visit, use this as an opportunity to build better relationships with them.

From simple return policies, to unique items and competitive prices, today’s shoppers expect the best, and if you don’t provide what they expect, they’ll find another eCommerce site that will.