An Introduction To eCommerce

Ecommerce has completely revolutionised the way we do business in the 21st Century. Companies have woken up to the power of online sales and a whole host of ecommerce solutions which have led to new and exciting opportunities. This access to previously untapped markets has resulted in many companies choosing to conduct their entire business online instead of the High Street with various consequences.

The rise in online sales

No-one can doubt the rise of online sales which continues to do so now and into the future. This growth has spelled success for many brand name retailers who saw the potential in this business model and quickly adapted it to suit their needs. The result is a fast, convenient and cost-effective form of shopping which suits today's' tech-savvy general public.

Ecommerce and the small business

But what about smaller business such as SME's who see the value of ecommerce but are unsure about how to use it to its best advantage? In some cases they are complete novices when it comes to ecommerce and need to be shown the best way of using this technology to fully benefit from it.

There are businesses which have an ecommerce website and a bricks and mortar presence. And then there are those businesses that only trade on the internet because their products or services cannot be purchased in any other way.

Have a plan

As with anything to do with business you need to have a strategy in place so that you know exactly what you are doing and why. Have a set of clear objectives so that you can measure the effectiveness of your ecommerce website.

If you are an online business who is looking to integrate ecommerce into your current model then research this beforehand. Spend some time learning about how ecommerce works and how this can be applied to your particular business. Learn about online checkout systems and the 'buying funnel' so that you understand how people buy products and the steps they take to do so.

Your online store

If you are going to do business online then you need to set up an online store. This includes software which enables customers to buy goods or services on your site via a 'shopping basket' which they pay for using a credit card or via PayPal.

The process typically goes something like this:

• The customer browses for a product
• Adds the product to their virtual shopping basket
• Proceeds to checkout
• Makes a payment
• Receives a confirmation message/email
• Awaits delivery of their product

You need a secure server when accepting online payments such as credit cards and a system in place for accepting returns or issues related to faulty or damaged products. Ensure that your customers have a satisfying experience which they will want to repeat time and time again.

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Adaptive Consultancy is a London-based digital agency specialising in website design, eCommerce, and internet marketing, including SEO, PPC and SMO. For more on ecommerce solutions visit http://www.adaptiveconsultancy.com/ecommerce

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