Over the past 18 months, many businesses have either taken the opportunity or have been forced to pivot from traditional bricks and mortar retail to the online e-commerce game, with varying levels of success.
After moving my fitness supplements business to a pure-play e-commerce operation before the COVID-19 pandemic, I understand the stress and difficulty of getting started online. During my eight years in the e-commerce space, I've seen online businesses rise and fall and have learned a lot about what not to do and how to succeed in a competitive online environment.
The biggest thing I learned during that time is to be very aware there are real people on the other side of the computer.
Previously owning three successful local health food stores in Perth, having great customer relationships was an essential unique selling point for us, as well as being my passion.
So, when we made a move online, we kept it up. We deliver hundreds of hand-written notes daily to positively connect with our customers.
Just because a transaction is taking place online doesn't mean it has to be impersonal. When setting up our online business and throughout the decision-making process, we asked how we can bring the warmth of a small business to the online environment and how to positively communicate with customers who don't contact us.
Other things I learned while transitioning to online:
- Don't underestimate the power of social media: Social media played a massive role in our success.
- Make content, not excuses: You don't need an expensive camera to make good content. Just doing it is more preferable to worrying about doing it perfectly. People relate to and engage with content that looks like it's made by real people.
- Make sure your Google My Business page is set up, accurate and optimised: Have photos of your location and product or service range and ask for reviews from regular customers to help build credibility.
- Integrate Google Analytics: Do a beginners course, so you understand the basics of web traffic and e-commerce.
- Focus on mobile: More and more people make all of their online shopping and bookings on mobile.
- Keep an eye on the market: Look at award-winning e-commerce sites and competitors for design, functionality and content ideas.
If you are just starting out in your online endeavours, I hope you can learn from our mistakes and experiences, and I wish you every success.
- Paul Wigger, CEO of Fat Burners Only.