ecommerce miths and realities

Las tiendas en línea han cobrado auge en el último año. Aquí te compartimos algunos mitos, realidades y recomendaciones relacionados al e-commerce que debes tomar en consideración previo al lanzamiento de tu tienda.

Miths

Setting up an online store does not require investment, because everything is digital.

Is it true that implementing an online store or doing electronic commerce does not require investment because everything is digital?

Facts

An online store does require investment. The first thing is to invest in a good digital payment platform that will advise you on the integration process and that takes into account all the moments of e-commerce, not just the payment.

Establish an intuitive purchase process for the user. Investing in designing a good experience is important.

Investing in advertising is important, having a good marketing strategy that brings traffic to your online store and communicates to the customer what makes your product or service relevant.

In addition to the fact that investment is required, the profits are not reflected when the ecommerce is in production, since other aspects are required such as strategies to reduce delivery times (this requires a good logistical ally), include free shipping, etc.

As in any business, you have to work hard in many aspects so that the profits begin to be perceived.

Recommendations

We recommend that you invest in technology that is capable of managing the real needs of your business. Also having allies from the beginning with whom you make sure that you will provide a quality service and guarantee the satisfaction of your customers, which will be reflected in buyback and voice-to-voice recommendation.

The main investments should be:

  • Ecommerce setup

  • Fixed costs of hosting and security

  • Plugin update

Also, do not forget that the effort and time that we have to dedicate to our business is an investment that we must consider.

Miths

In ecommerce, products sell themselves because they are available to everyone. It is not necessary to have a strategy that advertises the products or services.

Facts

As in any store that works in the physical world, efforts must be gathered so that your customers know you, visit you and decide to buy from you.

Likewise, in ecommerce, it is important to structure digital marketing strategies that start with a correct segmentation of the audience you want to reach, understand what the interests of that audience are, strategies that promote your products and services, that tell your target audience what are the added values of your brand, what differentiates you from the competition and why should they buy from you and remain loyal to your brand.

Today digital marketing allows you to make massive personalized strategies, based on the content that each of your customers consume. Optimizing descriptions, meta titles and using SEO or organic positioning techniques is essential to improve search results

Likewise, mixing digital and traditional marketing strategies allows you to be at the different points of contact with your customers.

Recommendations

Set from the beginning of your ecommerce strategy, the impulse that you are going to give to your store through digital marketing campaigns, that will allow you to position your products and services in your target audience and achieve early results.

Not only is the quality of the product and service important, it is essential that the description of our products is excellent, that we optimize the urls, in short, that we use SEO techniques to position our online store in the first search results.

Miths

The best way to increase sales in ecommerce is by lowering prices and offering extra promotions that cannot be accessed in the physical store

Facts

Price is not the only factor that customers look at when making a purchase. The shopping experience (delivery service, attention, shipping costs, etc.), in many cases, outweighs the price factor.

Providing a user-centered design, in which the usability is very intuitive and it is very simple for the user to finish their purchase process, is highly valued by e-commerce customers. In digital, the simpler it is, the better it is.

It is important to find loyalty strategies that not only make your customers buy from you repeatedly, but also recommend you and improve your reputation.

Recommendations

A good idea to increase sales in your online channel is to provide memorable experiences to your customers, for example, give a gift that complements their purchase. Let them know that you know them and they are important to you.

Another possibility is to launch your products or services initially only in the digital channel and thus your customers must visit your online store and you will increase sales there.

Miths

The greater the number of media payments, the greater the profitability in ecommerce.

Facts

Not necessarily the fact of having more means of payments, will make the ecommerce or the online store more profitable.

To establish the media payments it is also necessary to know the target audience, because of the characteristics of your audience and to know which are the most related media payment, you must guide yourself to establish the necessary media payment.

Normally, the most used media payment with PSE and credit cards, but if my product is aimed at the unbanked population, I will have to activate media payment in cash, on delivery or others that suit my audience.

That is why it is so important to have a payment gateway that supports all payment methods, so you can choose the payment methods that best suit your audience.

Recommendations

We recommend having the media payment that adapt to the culture of your audience and having a payment gateway that can provide different options to cover what is necessary according to the demands of your market.

Miths

If more fraud prevention tools are implemented, it lowers the approval rate and therefore, I will have less income in my ecommerce

Facts

Not necessarily when there are tighter controls on security, the approval rate is lowered.

There are mechanisms that help prevent fraud, authenticate users and implement security enhancements, and that additionally help increase the approval rate. For example, Machine Learning systems are a very good option, because they follow and learn from user behavior and allow greater assertiveness when rejecting or approving a transaction.

Likewise, services such as 3DS, which is a user authentication protocol, not only allows you to validate the identity of your customers, it also changes the responsibility of the merchant to assume fraud. With this service, it is not the merchant who assumes the fraud, since the user is authenticated before carrying out the transaction.

Recommendations

Having greater security mechanisms could intervene the user’s payment experience, but at the same time, it can represent greater profitability for the business, by reducing the fraud to which your online store is exposed.