Selling online can be an ultimate challenge for any business whether you are manufacturing and selling your own products or looking to drop ship well known brands through a fulfilment provider such as Amazon.

Subsequently to knowing your product is knowing how to market your product and how to sell online. Setting up an e-commerce business website can be a rather large business cost into the unknown and so being clear about what you’re looking for from the start will certainly help the process.

Look at competitors – Looking at competitors and other website that you admire but not necessarily in your industry will help to build a picture in your mind for how it should look. This will also help your website designer to understand what you’re looking for in terms of your business. Remember your website is your shop window and so it should look slick!

Knowing your product - At an early stage, define your products and the categories that they fall into. Giving each product an item code, a name and description together with their options i.e. size / colour and then their price will help to clearly outline your range. It is sometimes easier to put all of this information together on a spreadsheet and then both you and your website designer can clearly see what your business is aiming to achieve in terms of the directory.

Next is to include photographs of your products. By naming the images with the item code number as above will again help you to clearly link images to the product.

Defining your brand - Defining the style of the e-commerce website that you wish to use will be at the essence of your brand identity. Styling according to your brand logo and considering how and where to use colour is key to creating a sophisticated looking website.

Check on all devices - Websites are no longer accessed through a single device. Watches, Smartphones and tablets in both Android and Apple, plus laptops and desktop computers are all methods in which people use to access websites and buy online. Remember that the e-commerce website should be visible across all devices. Keep it minimal, optimize images to improve download speeds and allow features to expand and contract for more in-depth information.

Offer a choice of payment methods - Customers like a choice and so by offering card payments services, PayPal and click and collect options are all good options for getting the sale. Ensure that platforms are secure by adding an SSL certificate to the website which will protect data such as names and delivery addresses from those unscrupulous hackers.

Offer a choice of delivery options - Next day, 3 day, 5 day, 7 day, FREE and collect in store, can all be valuable options to customers in different ways. Cheaper options for those that are happy wait a bit longer give you time to prioritise, whilst for those that require next day they will happier to pay that little bit more which is great for business revenue.

Use the OMNI approach - Both an online and offline approach can be equall

y valuable and go hand in hand with one another. Giving the option to buy online but FREE collection in-store not only captures customers outside of shopping hours but also gives an opportunity to upsell when they drop by for their collection.

How We Can Help Your E-commerce Business

If you are setting up an e-commerce business and looking at starting out in online retail or already have a well-established online retail brand, then considering our Online Retail insurance will be a worthwhile option. Protecting online retailers in terms of stock and distribution, plus those using Amazon FBA and other drop shipping fulfilment programmes is just one of our specialities. To find out how we can support your business further, please contact our Online Retail Insurance team.

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