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7 tips to build a successful e-store


According to a Estonian E-commerce Association survey last year, there are 7700 e-store domains registered in Estonia. However, less than half of them are active shops selling something every day. Why are e-shops failing? The main reason is that the businesses are launched without sufficient planning and preparation. We bring you 7 tips to remember when setting up an e-store.

The basis of everything is a business plan

Before starting an e-shop, think about who the potential consumers are, how many there are and at what price you can sell to them. At the same time, consider that if the market is small, selling a niche product may not be profitable. If consumer goods are sold, however, global competition must be considered – a similar product may be found at a lower price in another e-store.

To get a customer to buy from you, you must offer him something special. Think about the advantages of your e-store and what additional benefits you can offer to the local consumer: a personal approach, faster delivery, etc.

Develop your e-shop continuously!

It is often believed that e-shop development is limited to goods or services display. However, a successful e-store needs constant development, and if it is not done, it will rapidly become outdated visually and technologically. Therefore, it is a must that the e-shop platform and related technical applications are updated and in working order. In addition, consumers’ changing habits and expectations must be considered. Even the ready-made e-commerce site needs to expand functionality, implement updated technologies and marketing. This needs systematic action and commitment.

The store must be convenient

Web design and user-friendliness are critical to online store success. A store and shopping cart that are difficult to navigate, will quickly turn customers away. Also, if the e-shop page is slow or does not consider the mobile user, it leads to a negative shopping experience.

The e-shop design should be simple. Excessive pop-ups and requests for excessive data should be avoided. The customer has little time and wants to find what he needs on the e-store page as quickly as possible. If the product is not found immediately, it will be sought elsewhere. Therefore, e-store search and product filtering must work flawlessly. Make sure that the product descriptions are in order and sufficient, and that the product images are renewed. This creates trust in the e-store and increases buying motivation.

Make your business visible

The ease of use alone is not enough to sell. Besides that, it is also crucial to think about how to bring visitors to the page in general and convert them into buyers. Search engine and social media marketing are effective tools for promoting your online store and attracting potential customers to your page. To achieve better store visibility, you can also use, for example, Google Ads and increase brand awareness through Meta or influencer marketing.

The next step is to grow and maintain a loyal customer base. This is achieved through effective customer communication and brand image reliability. Be sure to also monitor the e-store analytics and make the necessary changes to the e-store design or offers based on it.

Offer different payment methods

People like to pay for their purchases in different ways – some prefer a bank payment, some choose a credit card, some want to make payments using a mobile bank or an e-wallet. It is worth displaying the payment methods visible to the customer even before he reaches the e-shop checkout, so he can see early on that his preferred payment method is available. This creates favorable conditions for the transaction to happen.

The probability of making a purchase is further increased by offering the “pay later” payment method or installment payment in the e-store, in which case the customer does not have to pay the entire purchase amount immediately.

Warehouse optimization

Warehouse management also plays a vital role in e-business success. How much stock should I keep? If the reserve is too large, it will hold up money. However, if the item is not in stock, the buyer may receive it late, resulting in a disappointed customer and possible reputational damage.

Safe and fast product delivery and return options must also be ensured. If the return is organized in an inconvenient or confusing way, there is also a higher risk of abandonment. Refunds are handled quickly in advanced e-stores.

Guarantee customer support quality

Credibility of an e-store can be secured by offering effective customer support. Customers need to feel that their questions will be answered quickly, and their problems will be found with appropriate solutions. Ensure that the e-store chat is functional, and that the customer support team is quickly available through all e-store communication channels. It is critical to ensure adequate training and competence of the customer support team about the products in sale – the long-term success of the e-store also depends on the right attitude and contribution of employees.

Creating an e-store may seem simple, but a successful e-business requires thorough consideration and continuous development work. Anyone who wants to succeed with an e-shop must dedicate enough time and resources to development and be ready to innovate.