This is why you WILL FAIL ONLINE - the 7 mistakes when building an ecommerce business

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The 7 mistakes when building an ecommerce business …

The 7 mistakes when building an ecommerce business

* Thinking it’s easy
* Believing that customers will just “find you”
* Thinking that you are “different” and “unique”
* Making yourself “secret”so nobody finds you
* Believing that it is all about the website and the front end
* Thinking that you can trade across the world and with any partner
* Leaving customer service as an afterthought

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  • 1. THE ETAIL SUCCESS 7 MISTAKES…. When building a successful Ecommerce Business
  • 2. 7 MISTAKES WHEN BUILDING AN ECOMMERCE BUSINESS 1.Thinking it’s easy 2. Believing that custo m e r s will just “find you” 3.Thinking that yo u are “different” and “unique” 4. Making yourself “secret”s o n o b o d y finds yo u 5.Believing that it is all about the w ebsite and the fro n t e n d 6.Thinking that yo u can trad e acro s s the w orld and w ith any partner 7. Leaving custo m e r service as an afte rthought C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 3. 1. THINKING IT’S EASY T h e re is a major misconception that it is ve r y easy to set up an E c o m m e rc e business…. that is partly true … it is fairly easy to set up an E c o m m e rc e w ebsite To set up an E c o m m e rc e Business is demanding and long te r m – there are millions of w ebsites out there , that sell your p ro d u c t and yo u are just o n e w e b s i t e in a massive e-ocean A n E c o m m e rc e Business is just that – it is a real business, and as such it ne eds planning, strategy, funding and then d eveloping C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 4. C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 5. 2. BELIEVING THAT CUSTOMERS WILL JUST “FIND YOU” M a ny people believe that o n c e yo u set up a w ebsite yo u will b e “found” U n fo r tunately this is n o t the case – a w ebsite has n o p resence until it has been through a p ro p e r, and d e tailed launch p rocess Imagine walking d o w n the high street w h e re yo u s e e m a ny sho ps o n b o t h sides of the road – they all have big signs ac ro s s the fro n t and p robably a bus sto p sign to s e e fro m the side , they have plenty of colour and they have a relevant wi n d ow display – all of which you will notice Yo u w ouldn’t o p e n a s h o p o n the high stree t with out these basics in place , s o w h y launch an online s ho p without E c o m m e rc e business basics Making yo u r E c o m m e rc e business o p e n to be “found” involves m a ny technical and m arketing areas – e .g. making sure the headings are set, making sure the m e ta data tags are readable and ensuring yo u have plenty of relevant c o n tentC O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 6. C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 7. 3. THINKING THAT YOU ARE “DIFFERENT” AND “UNIQUE” W h e n people have the idea to set up an E c o m m e rce business they believe they are to tally different and unique….unfo r tunately in m o s t cases they are not. D u e to the large nu m b e r o f E c o m m e rce businesses, m o s t p roducts are sold by a nu m b e r o f e tailers in a nu m b e r o f different w ays. T r y it fo r yourself…….Choose yo u r favourite p ro d u c t and google it. Click o n the shopping results and yo u will see h ow m a ny people sell that p roduct! S o m e E c o m m e rce businesses are truly unique, i.e. if they have a special p roduct that is patented or new to the market In the main, the uniqueness is due to ; the brand values, the w ay the p roducts are sold and the custo m e r service . Thi s will ma ke a unique brand and E c o m m e rce business, n o t only the p roductC O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 8. C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 9. 4.MAKING YOURSELF SECRET SO NOBODY FINDS YOU W h e n building a n ew E c o m m e rce business, o w n e r s o ften w a n t to keep themselve s secret and n o t let the competition see w h a t they are doing and wh a t they are d eveloping……..T hi s create s a secre t w ebsite which people will n o t find. E c o m m e rce is o p e n and searchable 24/7 – b e p roud , honest and o p e n with yo u r E c o m m e rce business – m a ke sure yo u are seen in all the forums , social media and shopping sites Yo u w a n t yo u r E c o m m e rce business to been seen by eve r ybod y, including yo u r competition. T h e m o re people are e xp ose d to yo u r brand the m o re o p p o r t u n i t i e s yo u have to sell p roducts R e m e m b e r the law o f 7 – People need to see yo u r brand at least 7 times befo re the buy fro m yo u C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 10. C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 11. 5.BELIEVING THAT IT IS ALL ABOUT THE WEBSITE AND THE FRONT END Thi s is a ve r y c o m m o n mistake – the fro n t end is ve r y impo rtant, as this is wh a t the custo m e r see’s, but a go o d fro n t end is useless withou t a great backend and people visiting H aving an amazing looking fro n t end is a c o m m o n target fo r m a ny E c o m m e rce businesses…m y clients are n eve r targeted o n a great fro n t end , they need to ensure brand consistency and ease o f use , but w e fo c u s the clients o n functionality and custo m e r service T h e backend m ust enable a custo m e r to purchase an item seamlessly, adding to the basket, paying fo r the ite m s and receiving them should all be simple. T h e backend needs up to date stock and a custo m e r needs to b e able to track their o rd er and easily return o r interact with C u s to m e r service if needed C O P Y R I G H T R E TA I L P O T E N T I A L LT D 5.BELIEVING THAT IT IS ALL ABOUT THE WEBSITE AND THE FRONT END
  • 12. A great looking fro n t end is n o t going to attract t r a f f i c and custo m e r s - it will c o n ve rt them and help them re-visit, but it d o e s nothing to bring t he m there in the first place . M a r keting in all it’s fo r m s ( P P C , S E O , Email, Social Media e tc) is wh a t m a kes an E c o m m e rce business successful, yo u m ust drive t r a ff i c to the E c o m m e rce w ebsite in o rd e r to b e able to sell to t h e m Driving t r a f f i c to the w ebsite and delighting the custo m e r s, builds yo u long term success – n o t an amazing looking fro n t end C O P Y R I G H T R E TA I L P O T E N T I A L LT D 5.BELIEVING THAT IT IS ALL ABOUT THE WEBSITE AND THE FRONT END
  • 13. C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 14. 6.THINKING THAT YOU CAN TRADE ACROSS THE WORLD AND WITH ANY PARTNER Many people setting out on the Ecommerce journey believe they can sell to any customer anywhere – this is a great ambition, but a complete red herring in the beginning At the start, you must have a niche and target in mind – marketing your Ecommerce business to the world will cost millions and cause many issues Global laws and rules make trading globally difficult – many different laws and taxes make this a complex task. Long term it will build a successful Ecommerce business, but in the short term it will cause many issues C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 15. ACROSS THE ORLD AND WITH ANY PARTNER Thinking globally m e a n s n ew E c o m m e rce businesses look to A m a z o n and Ebay to set up their shops and sell their p roducts – afte r setting up 5 E c o m - m e rce businesses in the last 4 years, I can p ro mis e that this is a ve r y diffcult task Selling o n Ebay is n o t to o diffcult, but it take s time, needs planning and has extra costs in the form o f fe e’s Selling o n A m a z o n fo r a start-up is m o re a less a n o go – A m a z o n is trusted and o nly allow s go o d quality E c o m m e rce businesses to trad e . T h e y also have a complicated p rocess, which m e a n s it take s m o n t h s to start trading. H o w eve r, o n c e set up, both Ebay and A m a z o n are great marketing and gro w t h engines fo r a successful E c o m m e rce business C O P Y R I G H T R E TA I L P O T E N T I A L LT D 6.THINKING THAT YOU CAN TRADE ACROSS THE WORLD AND WITH ANY PARTNER
  • 16. C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 17. 7.LEAVING CUSTOMER SERVICE AS AN AFTERTHOUGHT Customer service is the number one priority in all Retailers and etailers (See my book to find out how important the customer is) When you set up a successful Ecommerce business, you must think about the customer in every part of the business. From deciding which products to sell, to the branding and the way you will attract your customers they must be thought of. When building the website, thought on how the customer will interact is critical. The website must be easy top use, clear and have very simple Customer Service procedures, should the customers need to contact you Customers are key and must be thought about through the whole process C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 18. C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 19. THE PROGRAMME C O P Y R I G H T R E TA I L P O T E N T I A L LT D The goal of the Etail Success programme is to enable you to set up a successful Ecommerce business. Through the programme you will build up your knowledge of YOUR business and YOUR customers, which will enable you to set up an Ecommerce business that meets their wants, needs and desires. T h e p ro g r a m m e is split into 4 modules: • Planning Yo u r E c o m m e rce Business • Building Yo u r E c o m m e rce W ebsite and b e c o m e Multichannel • Launch, M a r keting and Social Media • M e a s u re , Test and Impro ve Each module covers the in depth details of what you need to do, in order to set up a successful Ecommerce business.
  • 20. Copyright Retail Potential Ltd C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 21. opyright Retail Potential Ltd C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 22. NOTE WHEN BUILDING AN ECOMMERCE BUSINESS It is impo rtant fo r yo u to understand that w e are n o t talking about building a w ebsite and e-shop – technically that is a ve r y easy job. Design and brand- ing take s a while , but m o s t w ebsite s can b e built quickly and at a reasonable price W e fo c u s o n building a successful Ecommerce business W e have launched 5 E c o m m e rce Businesses, and they have all been e x - tre m e ly di cul t and complicated, but w e have d eveloped a p ro c e s s to set up an E c o m m e rce business during the last 4 years T h e foundations o f any business is a plan - All businesses need a plan and fo r a successful E c o m m e rce business this go e s m uch further than a w ebsite W i t h o u r tried and tested training and s up po rt p ro g r a m m e s w e take yo u through the wh ol e process and support yo u eve r y step o f the w ay C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 23. ABOUT US Antony Welfare – FounderandAuthor A n to n y w a s b o rn into a family o f R e tailers – in the 1920’s his G reat Grandfathe r, at the age o f 26, set up a ve r y successful p ro visions shop in K ent Antony has been a retail and Ecommerce expert for over 20 years, with experience from international multi-channel retailers; Marks & Spencer, Sainsburys, Dixons Retail and Homebase. The last few years have been working with smaller entrepreneurs, online stores and fashion brands. •Online R e tail & Social Media e xp e rt •Author – T h e R e tail H a n d b o o k •Expert speaker and TV News commentator • W rite r and E xp e rt fo r the National Digital High Street Skills training programme •Re tail M a n a g e m e n t B S c H o n s •20 Years in R e tail •Large R e tailer experience for 15 years •Inte rnational experience for 2 years . C O P Y R I G H T R E TA I L P O T E N T I A L LT D
  • 24. EAGER TO LEARN MORE? A N T O N Y @ R E TA I L P O T E N T I A L . C O M @ A N TO N Y W E L FA R E FA C E B O O K . C O M / A N T O N Y W E L FA R E 07976 367992 C O P Y R I G H T R E TA I L P O T E N T I A L LT D