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The Most Common eCommerce Mistakes and How to Avoid Them


The Most Common eCommerce Mistakes and How to Avoid Them

According to the official statistics released by the US Government, about 53 percent of all internet users (about 1 billion people) have made a purchase in 2016. Furthermore, it amounts to about 8 percent of all retail sales in the US. These numbers alone make it abundantly clear that eCommerce is quickly becoming one of the most lucrative fields for startups and small enterprises. The greatest problem these companies face is caused by the lack of experience, seeing how they keep repeating same mistakes over and over again. Here are just some of them.

1.    Weak customer service

The first and probably the greatest problem small businesses make in eCommerce is completely disregarding their customer service. Seeing how the biggest part of the purchase process is completely automated, they make a mistake of believing that a customer service is not so important. However, they couldn’t be more wrong. The way in which you handle complaints is probably key to creating repeat business. The importance of this can be seen in the fact that about 8 percent of repeat customers account for 40 percent of all your profit.

2.    Not enough images

One of the disadvantages that an eCommerce store has over a traditional retail store is the fact that people cannot see the product they want to purchase in person. This is why they rely on images. Inadequate resolution, failure to show a product from all sides and even a bad description can, therefore, be interpreted as a critical failure. Even though this may not be completely possible, you need to try and create as live-like shopping experience as possible. One of the ways to do so is to opt for a digital retail-optimized platform such as Shopify.

3.    Ignoring incentives

If you try to do a quick price comparison of a certain item across several different eStores, you are likely to discover that the difference in prices is not that great. So, what makes people buy from one eStore instead of the other? Determining factors are usually incentives such as discounts, limited time offers or even a cheaper shipment. The limited time offer is especially effective as it evokes a sense of exclusivity.

4.    Neglecting CTA button

Every website has an agenda. Usually, eStores want you to buy an item, blogs want you to follow the thread and learn more about the topic, and there are those who want to turn you into a subscriber. The way in which they usually do this is by making their audience click on a specifically designated element of your page known as the CTA (call-to-action) button. The position, size, shape and even color of this button can sometimes make a difference between closing a deal and failing to do so. For example, there is a study showing that a red CTA button yields a 21 percent better CTR (click-through rate) than a green one. These subtle differences are something that deserves your full and undivided attention.

5.    Ignoring mobile users

Finally, in 2017 the greatest majority of internet users are browsing the web via their mobile devices. With this in mind, making a desktop-only site is a horrible idea, because it will make the greatest majority of your potential buyers abandon you in droves. Keep in mind that mobile is the way of the future and act accordingly.


Of course, these five are not the only mistakes that inexperienced eCommerce business owners make. Honorable mentions are neglecting the site navigation (or worse yet – making it counterintuitive), the lack of social media presence and ignoring shipping options. As you can see, there are so many ways in which you can get it all wrong. However, for those who aren’t afraid to experiment and self-improve, no obstacle is too great.

I am the founder of Startup Today. I am the main writer and have put in many hours of work into creating this blog. If you want to find out more about me then lets get in contact.

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