Estimated reading time: 6 Min
When you have an ecommerce, one of your main objectives is sales, but what happens when it doesn't go as expected. It's possible that certain factors are influencing your customer acquisition and retention.
In this article we will analyze 3 possible causes that affect online sales, evaluate how your ecommerce is doing in each case and take action with the measures you need to implement.
My ecommerce doesn't sell, cause No. 1: Lack of an omnichannel strategy
Venturing into different sales channels is a good strategy to connect with many more customers. When you make different contact and purchase channels available to your buyers, you are providing them with alternatives that fit their needs, according to their tastes, possibilities and interests.
Customers have different ways of buying, some prefer to start the process on one channel and finish on another, for example, they can research the product in the online store and go and buy it in the physical store or vice versa.
In this case, the issue of omnichannel is not only for sale, it is also a resource for the user to clarify doubts, file complaints or make any other request they may have for the brand. As for ecommerce, it's an opportunity to increase your brand presence and deploy strategies from different fronts, which can lead you to impact a greater number of customers. Opening new channels means having new points of sale, but also of promotion.
When you provide different customer service channels: online store, physical store, social networks, contact lines, fairs, Marketplace, etc., you are not restricting them to a single purchase channel, which improves their experience and becomes an added value to the service.
What channels are your customers on? Are you being visible enough to your buyer? Maintain a presence in all the channels where your potential customer is, to do this, research your buyer persona and their buying behaviors, preferences and expectations, in this way you will identify where it is most relevant to focus your efforts and how to develop your omnichannel strategy.
Remember that what works for one ecommerce may not work for another, even if they are in the same category, your actions should be focused on your type of customer and the results of each channel. In addition, it is important that the information published on each channel is aligned and in line with the general sales strategy.
Implementing an omnichannel strategy reduces customer service time and increases positive impact on the brand
How about these data from the AMVO...
- 44% of Mexican shoppers prefer to touch and feel the product before buying it.
- 34% of Mexican shoppers prefer to do research online about the product, but to buy it in a physical store.
- 17% prefer to visit the physical store and learn about the product, and then buy online.
- Mexican shoppers spontaneously remember mainly pure player stores, followed by stores with an omnichannel presence when they plan to shop online.
- Interest in using the digital channel as a source of information before deciding to buy continues to grow. The physical store continues to play an essential role, either as a showrooming or as a final purchase channel.
The above data show us why omnichannel will play an even more important role during 2022, your ecommerce should not be left behind.
Also read: Usability in ecommerce, boost your sales
My ecommerce doesn't sell, cause No. 2: I have no experience in selling online
With current technological developments, publishing an online store can be relatively easy, however, that's not where the work ends, that's where it really begins. Managing an ecommerce requires efficiency and knowledge in different aspects such as logistics, digital marketing, business management, customer service, etc. How is your team coping with these competencies?
If your team is not an expert in the different areas, you can get advice from specialists in each field, companies such as Cubbo for example, they specialize in e-commerce fulfillment issues, taking care of all the logistics operation required by the business, avoiding the operational wear and tear that the delivery process entails, guaranteeing customer loyalty and cost savings.
Have you evaluated how a poor delivery service impacts your sales? This is currently one of the attributes most valued by online shoppers. If the customer doesn't find the guarantees in terms of time and cost in your ecommerce, they won't buy from you; if the shopping experience they had with their order wasn't good, they won't buy from you again.
Experience and knowledge are decisive in the quality of the service, in brand positioning, in the scaling of the business. If you don't have an excellent logistics operation, you won't have loyal or returning customers; if you don't have a digital marketing strategy, no person will visit your ecommerce or buy your products, even if you have the best products on the market; if you don't have good customer service, you won't have happy customers.
It's time to evaluate your operation, if you have flaws, focus on strengthening your team, if you consider that outsourcing services such as marketing or logistics are your best option, focus on looking for those allies to help you scale your business.
My ecommerce doesn't sell, cause No. 3: Logistical challenges
Among the reasons why online shoppers may decide not to buy, are logistical factors. Take note of these facts:
- 21% of online shoppers consider online returns to be complicated.
- 17% consider that shipping costs are excessive.
- 12% consider that delivery times are too late
- 8% consider that the level of service during delivery was poor (incomplete orders, damaged products, etc.)
After analyzing the above points, we can conclude that the logistics operation is really important to be in the consumer's shopping preferences online; the speed of delivery, the tracking of the order by the customer, the provision of different forms of delivery and the ease of managing an exchange or return, are characteristics that users are looking for and that motivate them to buy.
How is your ecommerce doing compared to the above aspects? This is where you should evaluate how your logistics operation is doing from the moment the order is generated until it is delivered to the customer and how efficient it is. Does it meet the buyer's expectations or can you improve? What do you need to do it? If you don't have the structural and operational muscle, the best option will be to consider outsourcing the service with a Fulfillment specialized in ecommerce, these companies have emerged as an excellent alternative to help ecommerce of all sizes improve their delivery process and customer service.
Also read: Fulfillment, the solution for loyalty in ecommerce
Having an ecommerce that sells requires planning and consistency. If your ecommerce has been in the market for a short time, be patient, keep making it known, transmits trust to your buyers, generates excellent shopping experiences, and devise ways to stand out from the competition.
If you have been in the market longer and have seen significant variations in your level of sales, focus on evaluating what is happening, what you are failing at, what is making customers not buy from you: quality, service, price, advertising, lack of differentials...?
Set clear and realistic sales goals, start implementing improvement actions and don't stop measuring, that's where you'll identify how to boost your business. Keep in mind that the road will always be full of ups and downs, the important thing is to identify what your ecommerce operation is not being efficient and to focus on being a better supplier for your customers every day. Give them such a spectacular service that they don't hesitate to buy from you again.
Are you looking for an ally that enhances your delivery process, compliance and customer satisfaction? Do not hesitate to contact us, we are the best Fulfillment center for ecommerce in Mexico, Colombia and Brazil, just click Here.
During 2021 in Cubbo:
* Our customers recorded savings of 21% in operating costs
* 97.1% of the products received were processed and ready to sell within 24 hours.
* We had 99.7% shipping compliance
* We recorded an order preparation accuracy of 99.9875%, that is, 1 error per 8,000 shipments.
* 60% of our deliveries in Mexico City were made the same day
* We deliver nationwide in 1.3 days Average
Elevate your ecommerce to Cubbo!
If your logistics operation is falling short, rely on a fulfillment in Mexico City it will allow you to reduce delivery times and improve the experience of your customers.
Sources of information:
Lifestyle square / Pragma / Alegra Entrepreneurs School / Josef Facchin / IebSchool / Ttandem
Online sales study, the Mexican consumer 2022 AMVO
