The following article is the most up-to-date guide to choosing an e-commerce solution for running your business. Throughout the article, we will try to answer the following questions:
What is the best way to transform a brick-and-mortar store into an e-commerce business?
What technologies should you use to attract the most customers?
How could a modern tech stack be your advantage over your competitors?
Amazon took the e-commerce world by storm. Not only do they offer a range of their products, but they also allow others to sell through their platform.
While their value proposition to a seller is extremely high — they offer the best product discovery, easy setups, and unbeaten product shipment — selling on Amazon has its drawbacks.
You don't have much control over your brand. Also, your products will not be available in countries that Amazon doesn't support. For the reasons above, selling on Amazon will suit people relying on their discovery and fulfillment (Amazon FBA). However, if you're building a strong brand and people want to buy your products from other channels, you should definitely invest in your own platform.
When talking about the storefront of our digital business, we usually should optimize for the following metrics:
The conversion rate is calculated as the number of visitors divided by the number of sales. What makes you buy something from a website? It should be easy, accessible, and as seamless as possible. When building your online store, you should put the most relevant products at the top, give them nice big buttons and make the checkout work. From the first try. Fast.
While these are the low-hanging necessities, optimizing your conversion rate will be much, much more complex. In particular, you should consider implementing those tools:
Running the google script on your website will allow you to experiment with different versions on a live audience. After a proper trial, Google will tell you which version performed better.
People are indecisive, especially when making bigger purchases. Will this sofa fit my room? I should check it in person. Where can I find the sizes? These are questions that customer asks themselves and they could ask you if your store had a chat.
Trust is unbeaten in e-commerce.
While this one is not exactly a tool, you should definitely ask an expert if your shop is easy to use. Do customers think of your shop as trustworthy?
The devil is in the detail, and you don't want to miss critical mistakes that pass under your eye.
One of the most interesting developments in this space is Fast Checkout. They launched on September 2nd and promise to deliver one-click payments to any e-commerce website.
You probably should check them out.
Latency is the time between a user requesting the content and the time they actually get it. With a more and more demanding internet customer base, low latency is proven to be essential for high conversion rates.
Studies performed by Amazon & Google show that even small numbers, like a 100ms increase in latency, can cause massive sales losses.
How to get faster websites in 2020?
For example, the homepage usually looks the same for everybody. And as this is the most important part of your sales funnel, it should be loaded instantly with SSG.
Our framework of choice for implementing SSG is Next.js.
Has your store ever gone viral? If not, you probably want it to.
Your WordPress site won't like that. To handle all the new traffic, you would have to add new servers and balance the traffic between them. When the traffic slows down, remove the servers to avoid costs. This is not effective.
With CDNs like Cloudflare or Vercel, you don't have to worry about the increasing traffic. Instead of serving the content by yourself, you delegate that to a company to solve all the scaling problems for you. With the addition of a CMS like Contentful or Sanity, you will need a backend only for payments or your custom features. No need to pay just for visitors!
Ok, so we know how to deliver the best experience to our users. What about the boring stuff like payments, shipping, or confirmation emails?
These are your possible solutions:
Right now, Shopify is one of the largest independent e-commerce solutions out there. They will provide you with their own orders, shipping, and payment management tools.
If you want, you can use Shopify as a backend only, especially when you need some custom user experience. If you're short on resources, Shopify themes will be your friends as well.
Similar to Shopify, both Woo- and BigCommerce will power your shop, but you will find much less support for both of them on the internet. Shopify is currently the most reliable, as it has a very big active community.
Yes, you can build your own backend for the e-commerce store. Please keep in mind that you only have to do that if the above solutions lack the necessary features.
Building a custom backend is complicated. It will also force you to deal with technical bugs and other not business-related things.
Being present online is a must for any brand in 2022 & it has never been easier to do it. However, if anyone can do it, the market becomes even more competitive. Lucky, you now know how to win against your market rivals using technology! If you'd like to know more, please feel free to reach out through an email and let us help you!