If the idea of transporting your brick and mortar store online has been tugging at you, now is definitely the time to answer that call. Even if it hasn’t been on the back of your mind, it's still a possibility you should consider very seriously.
Having an online component to your business will profit you both now and in the future. Chances are, your existing customers are already looking for a way to buy your products online. We’ve also found ourselves in the midst of troubling times with the current epidemic. It’s most likely hindering your ability to run physical stores like normal.
Let’s take the unknown out of the equation so you can get excited about this new prospect. If you've been putting it off, now is the time. Not so sure yet?
We'll tackle which platform to sell on by equipping you with the right questions to ask, help guide you step by step through the process of moving online so you can get a secure plan in place, and cover marketing strategies so your sales can grow.
It’s always a good idea to look at the numbers when considering a business move like starting your online presence.
Europe:
United States:
Asia:
Put your worries to rest with the knowledge that it’s not necessary for you to build a whole website in order to sell your products online.
From basic to intermediate internet skill levels, there's a shopping channel option for you. They set you up with a platform to host your products. And there’s no time to wait! Business you're missing out on in your brick and mortar store, in general and during this crisis, can easily be made up for online.
Social media platforms are also a valuable place to turn. If you've ever used Facebook, Snapchat or Instagram you've probably seen products being sold through that medium. Posts become shoppable letting scrollers buy right off the screen.
Here are some of the most frequently chosen channels to sell on:You’re probably asking the question “Which platform is right for me?”. Your business is as unique as you are and these platforms aren't one size fits all. That’s why it’s important to equip yourself with the right questions to ask when you do your investigation.
Have these questions handy while you’re scoping out which platform is going to work best for you:
Bringing your online store to life is a lot easier than it used to be. So if you have any past anxiety connected, it’s time to unpack it together. We’ll discover the tools available to overcome them. Who knows, you might even begin to enjoy the process!
If your confidence doesn’t lay with your internet skills then a more simple, user friendly eCommerce platform might be best for you. We've noticed the biggest interest in Shopify, BigCommerce, and Prestashop with retailers, so they're a great place to start. You'll also be able to integrate them directly with DataFeedWatch to optimize your feed with ease.
Create a plan of action to serve as your roadmap for this journey. Include elements such as:
Creating a marketing strategy for your online store may require a shift in thinking from your brick and mortar shop. First start with your overall goals so you have a clear picture of what you'd like to accomplish. Next, it's time to think about who your target audience is. Most likely it will be the people who are coming to your shop already. Pick a marketing channel where you're mostly likely to come across them.
You’ve done your research and gotten answers to all your questions. Now is the time to declare your chosen eCommerce platform! Fully set up your account, get familiar with the layout and learn the basics.
Total up the costs of monthly advertising, shipping and packaging, monthly eCommerce subscription/fees, etc. Look for any jobs you’re able to perform on your own to cut costs. For example, it is possible for you to do the packaging and shipping yourself instead of outsourcing it? Boost your social media presence to maximize free exposure. You can increase the possibility of your store being shared by posting interesting and creative content related to your products.
Which products are you going to sell online? It’s best to focus on your bestsellers and items that you’ve noticed getting a lot of requests for. That way you can tailor to a wider consumer base and not waste time or energy on products that aren’t going to make you much profit anyway. You can always add more as you go along.
Do you already have a stock of your products and an established source or will you need to go with a new supplier? If choosing a new supplier, take some points into consideration like cost, convenience, quality, safety, social responsibility and service.
You’ll also need to decide how you will fulfill orders, or more simply, the process of getting the products to your shoppers. Are you running a small business and can manage all the shipping yourself? If that’s not possible, you may need to hire a fulfillment service to carry out the orders for you.
Return to top of page or Download the Ultimate google Merchant Center HandbookMarketing is the crux of selling your products online. It influences how you’ll be perceived at the time of buyers choosing between you and your competition, or if they’ll even find you in the first place. Good marketing can get you a higher click through rate and lead to more sales.
The goal is to entice the shopper while instilling confidence in them that you're going to deliver high quality products. Build a great online reputation with ratings and customer reviews to encourage even more growth.
Make the most out of your online ads by optimising the data linked to your products. Ads shown are generally tailored to shoppers interests (on social media and websites, for example) or how closely your products match the keywords searched. Each channel has different product feed requirements. Using data feed optimization tools like DataFeedWatch can help take the guesswork out since the requirements will be listed. Map out your data feed thoroughly to maximize your efforts. Doing things like choosing the right product category for all your products can make a big difference.
This is where you get to see your optimizing efforts pay off. Your feed will be working behind the scenes to show your online ads to people at the right times. Now you just need to decide which channel you’d like to advertise on. Typically you’ll pay per click and be able to set your daily budget.
You can use text ads, shopping ads (with photos) or display ads (appear on websites). You’ll need to set up a Google Merchant account to get started. When advertising with Google, you’ll also need to decide if you’d like to focus on impressions (how many times your ad is viewed), conversion (action done by someone) or clicks. Then you can place a bid on how much you’re willing to pay each time one of these things happens.
Pros - You have the possibility to reach a wide audience, especially using both text ads and shopping ads
Cons - Competitors may rank higher on the search results pages than you, reducing your visibility
You may also find interesting: Optimize Google Ads Conversions
Set up an ad campaign on Facebook to become visible when users are scrolling.
Pros - Easy to set up, user friendly if you also have a Facebook Business page, easy to integrate with Instagram
Cons - Targets user’s general interests rather than a product they’re searching for at the moment
Amazon
Advertise on Amazon with ads that show up in search results and product pages both on and off the site.
Pros - Since you're just starting out and your brand may not be well-known yet, you can take advantage of Amazon's trusted reputation. You'll be selling right alongside household name brands which will help you to gain the trust of online shoppers.
Cons - Setting up your ads might be a bit more difficult than on other platforms.
Search Engine Optimization is vital to your growth. It’s a process of getting unpaid, natural ranking on search engines, like Google for example. This is your placement on the search page without paying for clicks.
Appearing high on in the organic section of the search results instills confidence in the shopper that you are a reputable online shop.You can track your organic SEO success by tracking your CTR (click through rate), or how many times someone searched for a product related to your shop and clicked on your link.
A healthy product feed directly affects how your ads will perform. The more optimized your feed is, the more relevant your products will be to a shopper's search keywords. That means a higher possibility of sales for you! There are some key areas you can focus on to make sure your ads stand out against your competitors.
Product Titles
Product titles can make or break your ad campaign. Depending on where you're advertising you can optimize the titles differently.
For example, if you're selling on Google then it’s important to include the brand in the title (in most cases it should be the first word shown). You can use the 'Combine' feature to take specific words from your feed and add them together to create the perfect title.
With Facebook on the other hand, you don't need to add the brand directly to the title. Instead you can simply add it to the 'Brand' field in your product feed.
Product Images
Your product images should be attractive, showcase the product design, feel and aesthetic of your company. Consider hiring a professional photographer or go a DIY route with your mobile phone.
Depending on the platform you’re advertising on, different kinds of images will work better. A requirement for Google Shopping ads is for the item to be on a neutral background without text, while lifestyle photos work better for social platforms like Facebook and Instagram.
You can experiment with different types of images to see which perform best with your ads.
Whether you’ve found yourself in a position where you’re not able to conduct business in a physical shop or you’re ready to expand your business, now is the time to kick start your online store.
Spend some time putting together an action plan, research which tools will best integrate with your plan, and set up your marketing strategy. You have the advantage that the whole process has become a lot more do-it-yourself friendly over the years.
Shoppers are buying from their mobile devices and use the internet to gather information about items they’re interested in, so why not get your business into the mix? Resources abound to ensure your transition online will be successful.