The world of eCommerce has revolutionized the way that customers shop and ultimately how businesses sell their products and services. The large company in New York City and the small business in Denver can now compete for the same customers with the click of a button. Having your business online has never been more important.
However, it can be challenging for small business owners to decide which ecommerce strategies to embrace. Fear not! Let’s check out today’s top ecommerce trends for small business.
- Free shipping/ shipping options
Shipping has to be the No. 1 question that most customers ask themselves when buying online. When will my purchase arrive? How much will it cost?
If you are selling an online service, then shipping might not be a concern; but if you sell a physical product, shipping is one of the top trends you need to consider to win the eCommerce game.
Some larger eCommerce companies such as Amazon offer free two-day shipping with Prime, but you can compete with free priority shipping at a certain purchase point. Other companies add free shipping to a membership program. Consider offering a variety of shipping options.
Here are some examples of how companies big and small are taking advantage of this top eCommerce trend:
Cupcake Royale offers a variety of shipping options.
If you are a small business who cannot offer free shipping, dazzle your customers with a variety of shipping options! One of my favorite local Seattle businesses, Cupcake Royale, offers a handful of great shipping options — including Same Day PostMates Delivery.
Body Shop offers free shipping to members.
Amazon offers free shipping to Prime members.
2. Multiple payment options
Payment method are a hot eCommerce topic because customers around the world may not necessarily use the same type of payments. In addition to the traditional Visa/MasterCard/ Amex/Discover options, many eCommerce companies are now looking at additional payment methods to ensure that all customers can make purchases easily.
Here are some of my favorite payment gateways:
PayPal is popular payments method that many customers feel comfortable using to buy from businesses online. And now that PayPal has announced that it will be setting up payment transfers to Cuba, there is almost nowhere on Earth where this payment method will not be accepted.
Stripe is a new company making a huge dent in the online payments space. They offer the ability to add easy-to-use payments to your checkout experience. The nice thing about Stripe is they offer their own payment forms so you don’t have to pay someone to code it for you!
Retargeting has to be one the top eCommerce tricks that has turned simple online shopping experiences into millions of dollars in profit. Let’s look at an example to show you the power of this trend.
Let’s say you go to a physical store with the intent of buying shoelaces. However, once you get into the store, you start looking at jeans and T-shirts and end up buying those items instead. Once you leave the store, that retailer had no idea that you were looking for shoelaces to begin with. This results in lost revenue for the business.
On the other hand, when a customer shops online they have to type the product into a search bar or click on a particular product to look at it in more detail. By capturing this information, you can retarget that customer with specific products in which they’ve shown an interest. You might wonder if customers get tired of being retargeted — probably not.
Most customers want to feel as though you understand what they are looking for when they visit your site online. Retargeting is a great way to demonstrate that you do.
A lot of retargeting is done through search engines (Google Ads) and social media (i.e. Facebook), but you can retarget customers with products they’ve shopped for on your dedicated ecommerce site. Here’s an example of how Amazon retargeted me with headphones after I searched for similar products on the site:
Ready to take your eCommerce business to the next level? Consider implementing one or more of these strategies to captivate your customers.
About the Author:
Currently working on marketing and product initiatives for GoDaddy, Angeley Mullins is an accomplished strategy, marketing and business development professional who has seen success bringing businesses and ideas to market. She has led marketing for global exports at Amazon.com as well as business development projects at Lehman Brothers. Angeley also has a strong history of partnering with leaders on social business initiatives. She believes that through technology, education and social awareness, we can solve some of the world’s greatest challenges. Connect with Angeley on LinkedIn or follow her on Twitter @AngeleyMullins.