Transitioning your physical business online is a good choice in the modern age of digital business. It’s all about the internet and selling online. Customers aren’t shopping in brick and mortar businesses as much as they did years ago, and it’s obvious the trend is going digital.
But where should you start?
In 2017, over 40% of shoppers in the US shopped online several times per month according to Statistia. That’s a big percentage, and it’s only going up! You need the best tips and tricks to stay competitive if you’re transitioning your physical business online. Here’s a guide to smoothly making your transition from in-person business to online business.
Choose the right selling platform
Your first step when searching for the perfect way to sell online is finding the right platform. You have two main options: sell on an existing platform or create your own. Examples of existing platforms include Etsy and eBay which already have a customer base. While it’s easier to find new customers on these existing platforms, you also lose some control when selling with them.
If you do choose to build your own website, there are a lot of tools for easily integrating selling on your website. Shopify is the most common platform for e-commerce and it’s easy to get started with. It’s easy to modify to fit your brand and products, and everything just works, right out of the box. Your customers don’t have a lot of time to search your website for exactly what they’re looking for. The easier your website is to navigate, the more customers you’ll convert!
That said, the choice for the best ecommerce platform often comes down to Shopify vs Magento.
Find a good merchant account
With your selling platform comes your merchant account. This is how you’ll process payments through your website, and it can make or break the user experience. Your merchant account is one of the most important aspects of e-commerce reported ExpertSure. When choosing a merchant account, less is more.
One of the biggest problems facing online sellers is abandoned carts. You can cut down on this number of people leaving before entering their credit card info by making it as quick and simple as possible to checkout on your website. If you master these basics of building an online store on a platform like Shopify, your transition to online will be as smooth as possible!
Did you know that you can even use the Shopify POS for selling offline as well?
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Be active on social media – but not overly salesy
Now that you’ve chosen the right selling platform, it’s time to take your online presence to social media. Social media is to business today what print ads were to businesses 20 years ago. Social media has a lot of power today. According to WordSteam, over 60% of Americans are active on Facebook! If you want to make a splash with your marketing, you need to be on social media.
As an e-commerce business, you might think you should be selling on social media. This isn’t’ the case! Instead, focus on building relationships with your audience. Create valuable content that your users actually will want to share, and you’ll convert more users into buyers! As as an online business, social media is your first line of interaction with your audience.
Why move your business online?
In today’s market, everything is online. It’s not enough to have a brick and mortar store. People want to be able to shop 24/7 and without worrying about holidays or store hours.
An online business never takes days off. It doesn’t have to hire a store clerk or a cashier. There’s a lot of upfront work when setting up the website, but once you’ve established the right platform it’s smooth sailing as long as you have the right marketing strategy with free analytics tools to make sure you’re tracking sales, marketing and e-commerce checkout steps.
You might need to outsource your online marketing work, and with a good reason. This free Google AdWords PPC wasted spend calculator tool by Fang Marketing shows just how much of your marketing budget you can waste away by putting it to a bad use. As you transition online, you cannot afford such wasting, so it’s a smart choice to actually find a professional to help you target buyer personas and increase ROI (Return on Investment) for those campaigns. For example, using buyer personas to adjust Facebook Ads is an art…and a science!
One more reason is having your stuff out of the office and working online as a way of taking down the overhead costs. Sure, some may decide to still go to a coworking space like Spacious or WeWork, but those costs won’t come near the downtown shop with office space for all employees. Just keep in mind that some cities may observe local holidays and you should make sure to find a strategy to keep your shop open without breaking any labor laws.”
Succeed in the digital age
It’s not enough anymore to just set up your shop online and expect to see growth! E-commerce today is all about listening to users and connecting with your audience online. For this, you will need well-defined processes and tools to communicate and coordinate with your team. Some examples include website builders, research and analytics tools, dedicated phone systems and CRM/ chatbot solutions for solid customer experience and customer support.
It’s easier than ever to transition your business online, but once you’re there you need the right strategy to get seen. Follow these tips above to create a strategy that works today and beyond!
Have you had a unique experience bring your brick-and-mortar store online? Do you have tips for other old-school stores looking for the best route to ecommere success? Let me know your thoughts in the comments section below.
This is a guest post by Ashley Lipman, outreach manager at Expertsure.