There are various reasons why eCommerce might face difficulties in generating sales. Identifying areas for improvement and making strategic adjustments is essential for long-term success.
Most eCommerce businesses close before the first year, mainly due to not paying attention to factors of visibility, price, usability, and trust.
Let's imagine the story of an eCommerce specialized in selling technological gadgets and electronic devices. Despite having a wide range of products and an attractive design on its website, it faces difficulties in generating significant sales.
This online store observes that most visitors do not convert into customers.
The cart abandonment rate is high, and sales are scarce, which worries the team. This may be due to several reasons, including that the user experience is not efficient, there is a lack of trust, and their marketing is not effective.
Upon analysis, they realize that there are many improvements to be made. Over time, they implement changes that help improve the user experience, increase customer trust, and direct their marketing efforts more effectively, which ultimately drives the growth of their eCommerce.
If you have invested effort, time, and money in your eCommerce and still don't sell enough, don't be discouraged. In this article, we will tell you the most common reasons why an eCommerce goes through this.
But before continuing, we must understand what eCommerce is.
What eCommerce is?
ECommerce, or electronic commerce, is a business model based on buying, selling, and marketing products and services through digital means.
So, an eCommerce can be a website dedicated exclusively to selling products, an online marketplace where various sellers offer their products, or a digital platform that offers services to be acquired and used online.
This business model allows consumers to search, select, and purchase goods or services from the comfort of their electronic devices, such as computers, smartphones, or tablets. eCommerce platforms provide online catalogs, electronic payment options, and delivery systems so that customers can make their purchases conveniently and securely.
Why isn't my eCommerce selling?
Addressing these 7 areas can help improve the performance of your eCommerce and increase sales:
1. External Factors
There are several external factors that can affect the performance and sales of an eCommerce, and although some are beyond the direct control of the business, it's important to recognize their impact.
Some of the external factors why an eCommerce might not be selling are:
Market Trend Changes: Consumer preferences and behaviors can shift quickly due to trends, fashions, seasonal changes, or other external factors. If a product is not aligned with current trends, it may experience a decrease in demand.
Economy and Financial Conditions: Changes in the economy, such as recessions, currency fluctuations, or economic crises, can affect consumers' willingness to spend money on certain products or services. Buying patterns can be significantly affected during economically uncertain periods.
Competition and Market Saturation: The presence of strong competitors, market saturation, or the arrival of new competitors with aggressive strategies can make it more difficult for an eCommerce to stand out and attract customers.
Changes in Search Algorithms and Platforms: If an eCommerce relies heavily on organic traffic generated by search engines or social platforms, changes in algorithms can affect its online visibility, reducing its traffic and sales.
Technological Trends and Platform Changes: New technologies, changes in digital platforms or social networks, and the adoption of new tools by consumers can influence how they search, discover, and purchase products online.
It's important to monitor these factors, adapt quickly to changes when possible, and adjust marketing strategies, product offerings, and logistics to minimize their impact on sales. Agility and adaptability are key to maintaining competitiveness in a constantly changing business environment.
2. Errors in Business Strategy Implementation
Planning and consistency are necessary for your eCommerce to make sales. It's important to make yourself known, convey trust, and stand out from the competition. The secret is to set the right business foundations from the start.
Errors in implementing business strategy can have a significant impact on the performance of an eCommerce. Two common mistakes are:
Lack of a Clear Objective.
If a business does not establish clear and specific objectives, it can lose direction and coherence in its actions. This can lead to a lack of direction, making it difficult to make strategic decisions and measure progress.
Logistics and Delivery Reach.
Problems with logistics, such as long delivery times, high shipping costs, or an inefficient distribution network, can cause customer dissatisfaction. This can result in a negative experience that decreases customer loyalty and affects future sales.
It is crucial to optimize logistics and the supply chain. Improving delivery times, offering flexible shipping options, negotiating favorable rates with shipping providers, and keeping customers informed about the status of their orders can make a difference. Using technological tools to track and manage inventories can also help improve efficiency.
Addressing these mistakes may require a thorough analysis of the business's internal processes and the implementation of strategic changes. Additionally, actively listening to your customers can provide valuable insights into specific areas that need improvement and allow for adjustments to enhance the overall customer experience.
3. Poor Online Positioning and Brand Image
At this stage, the first step is to generate trust and ensure users have a good experience. To do this, you need to optimize your eCommerce by reviewing:
Site navigation and layout.
How categories are organized.
Having good multimedia material: photos and videos.
Providing good product descriptions.
Making the site responsive and functional.
Having a good payment system and a well-organized sales process.
Integrating reliable payment and shipping platforms so users can shop with confidence.
Brand image is the perception customers and the market have about a company or brand. It includes elements like the logo, corporate colors, design, or content created to convey the values characteristic of the brand.
Brand positioning relates to the consumption and knowledge of products, services, or brands, linking them with certain attributes, traits, ideas, feelings, and values; establishing a connection.
Customers feel attachment, interest, and a desire to buy when the product meets their expectations, and in this way, positioning establishes preferences for making a purchase.
Online positioning and brand image are key aspects for the success of an eCommerce. Here are some important elements and potential mistakes related to online positioning and brand image:
Differentiated Value: Highlight what makes your eCommerce special and why it should be the preferred choice for customers compared to competitors. Communicating the specific benefits your product or service offers, whether it’s quality, special features, or competitive pricing, helps capture customer attention.
Website Design: Your website's design is the face of your online business. It should be attractive, functional, easy to use, and optimized for mobile devices to provide an optimal user experience.
Advertising and Discounts: Effective advertising is crucial for reaching your target audience. It’s essential to balance promotional strategies with building value and perceived quality of your brand.
Customer Service: Providing exceptional customer service can make a significant difference. Personalized, quick, and efficient service can build customer loyalty and encourage positive recommendations.
Order Tracking: Keeping customers informed about the status of their orders increases trust and reduces anxiety. Providing regular updates on order progress can enhance customer satisfaction.
Engagement on Social Networks: Social media is an important channel for interacting with customers, resolving issues, and creating a community around your brand. Responding quickly to inquiries, comments, or complaints can positively influence the perception of your brand.
Together, these aspects play a crucial role in building and maintaining a strong online brand image. Consistency, quality, and customer-focused attention are key to achieving a solid market position and differentiating from the competition.
4. Unattractive Product
When launching your eCommerce, the first thing to consider is what kind of products you want to market. It's important to have product information relevant to the eCommerce industry; the more knowledge you have, the more advantages you'll gain.
The product is one of the fundamental pillars in the success of your eCommerce.
These aspects can influence customer perception and the performance of an eCommerce:
Attributes and Features: Describing your products' attributes and features in detail is essential for customers to understand what they're buying. Highlighting distinctive features, functionality, specific uses, and competitive advantages can influence customers' buying decisions.
Manufacturing Quality: Product quality is crucial for customer satisfaction and brand reputation. Well-made, high-quality products build customer trust, increase brand loyalty, and reduce returns or complaints.
Additional Value: Offering added value goes beyond the basic features of the product. It can include additional services, extended warranties, free shipping, gifts, or special benefits that not only complement the product but also enhance the customer experience and add value to the purchase.
Highlighting unique attributes, ensuring consistent manufacturing quality, and offering added value can be effective strategies to differentiate your products in the market, attract customers, and foster brand loyalty. This significantly contributes to customer satisfaction and the overall success of your eCommerce.
5. Absence of Promotions
The absence of promotions in an eCommerce can have several effects on the business's performance:
Reduced Customer Attraction: Lack of promotions may result in a diminished ability to attract new customers. Attractive promotions are often a key incentive for consumers to try new products or services.
Decreased Purchase Urgency: The absence of time-limited or quantity-limited promotions can reduce the sense of urgency in customers to make a purchase. This could lead them to postpone their purchases or seek more attractive alternatives.
Less Brand Visibility: Promotions often generate interest and engagement on social media and other marketing channels. The absence of promotions can result in lower brand visibility compared to competitors who use promotional strategies.
Lower Customer Loyalty: Promotions are an effective way to keep existing customers interested and engaged with the brand. The lack of special promotions for regular customers could result in lower loyalty and a greater willingness to seek deals elsewhere.
In eCommerce, price is very important to customers, as they can compare the price of the same product on different websites in seconds and opt for the cheaper option.
Discounts and promotions should be justified strategies, not just aimed at increasing sales. If your eCommerce is not selling, it won't sell more just because you offer more discounts. Offers and discounts should be creative and occur during specific sale seasons, such as Christmas, Black Friday, Valentine's Day, among others.
It is essential to find a balance between offering promotions and maintaining healthy profit margins to ensure the long-term profitability of the business.
6. Poor SEO for Your Positioning
Your eCommerce must be well optimized for SEO (Search Engine Optimization), as organic positioning helps you appear in search results.
If it's not optimized for SEO, you won't get the expected traffic. A large percentage of website traffic on the internet comes from a search engine, not to mention that prospects can also arrive through references, social media posts, and advertising.
SEO is crucial for improving online visibility and increasing sales. Here's how keyword use and search optimization apply in the realm of eCommerce:
Keyword Use in eCommerce.
Research Specific Keywords: Identify terms and phrases related to the products you offer, considering search trends and user intent when searching for similar products.
Long Tail Keywords: Consider using long-tail keywords that are more specific and detailed, like "Nike Air Zoom Pegasus 38 running shoes" instead of just "Nike running shoes." These keywords can attract users who are more interested and ready to make a purchase.
Optimization for Search in eCommerce.
Site Structure and Organization: Ensure that the site's architecture is clear and easy to navigate, with logical categories and subcategories that allow both users and search engines to easily find products.
Technical Optimization: Ensure that your eCommerce platform is SEO-optimized, including elements like page titles, product descriptions, friendly URLs, ALT tags on images, and fast site loading speed.
Relevant and Unique Content: Create unique, detailed, and appealing product descriptions. Add valuable content, such as product reviews, buying guides, blogs, which can enrich the user experience and improve SEO.
In eCommerce, strategic use of keywords related to specific products and strong search optimization are crucial for improving visibility in search engines and for potential customers to find your store and products. By focusing on these SEO strategies, your eCommerce can attract relevant organic traffic and increase conversion opportunities.
7. Poor User Experience
An unintuitive website, difficult to navigate, or with slow loading times can drive customers away. A poor user experience can lead visitors to abandon the site before completing a purchase.
Issues related to user experience can affect sales due to:
Complex Navigation: If the site structure is confusing or visitors have difficulty finding what they are looking for, they are likely to feel frustrated and leave the site. Clear and logical navigation is essential.
Non-Responsive Design: With the increase in mobile device usage, a website that does not adapt or dynamically respond to the screen size it is being viewed on can result in a negative user experience.
Slow Loading Time: Prolonged loading times can decrease user patience. If a site takes too long to load, visitors are likely to leave before even viewing the products.
Unattractive Design: An outdated or unappealing design can create a negative perception of the brand and decrease user confidence in the quality of the products or services offered.
Improving user experience by addressing these issues can make a significant difference in retaining visitors, conversion rates, and ultimately, in the sales of your eCommerce. It's crucial to focus on providing a smooth, intuitive, and enjoyable experience for the user at all stages of their interaction with your website.
Tips to Improve Your eCommerce
With so many eCommerce options competing for customer attention, the implementation of effective sales strategies is essential to stand out in the market and increase your revenue.
Here are some ideas to improve your eCommerce and boost sales:
Enhance Product Quality and Content: More important than lowering product prices is the information that customers receive about the products. They expect clear, complete, and reliable content. The more and better product data you provide, the better your sales conversion results will be.
Quality of Product Photos and Videos: Images have a significant impact, so they should be of high clarity. Another tip is to upload more than one photograph per product. Regarding videos, they are currently very popular as they help the customer get a specific idea of the product.
Optimize the Payment Process: Consider implementing a one-page checkout instead of multiple steps. This reduces friction and makes the process faster and more convenient for customers.
Promote Interaction on Social Media: Maintain an active presence on social media to interact with your audience. Show new products, promotions, and share relevant content to generate engagement and foster sales.
Use Content Marketing: Create and share relevant content, such as blogs, buying guides, tutorials, or videos, to generate interest in your products and attract your target audience.
Optimize User Experience: Ensure that your website is easy to navigate, intuitive, and optimized for mobile devices.
By implementing these tips, you can improve customer experience, increase trust in your brand, and attract more customers, which can lead to a significant increase in your eCommerce sales.
