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The digital transformation of your business is a key step in expanding your sales channels, reaching a wider audience, and progressively increasing profits. The transition from an offline business to an online one doesn’t have to involve a big investment. It’s simply necessary to have a series of resources, services, and software available with which to build an eCommerce business with a strong brand image. You should also be aware that an online business requires a more dynamic pricing strategy than a physical shop in order to attract a larger number of customers. We’ll explain the keys that you can’t lose sight of if you want to join the eCommerce world.
1. Study your market and define the objectives for your eCommerce store
The online market isn’t the same as the offline one. As a starting point, offline businesses are limited by the location of their physical shop, which is something that doesn’t affect eCommerce businesses. Given these differences, it’s essential to carry out new market research to identify your direct competition, the different target audiences and their characteristics, and the level of demand, among others. This is a good time to review your sales strategy and evaluate the introduction of new products or lines of business that will be exclusively online. You should also define your short- and medium-term objectives, which you intend to achieve through the creation of an eCommerce business.
2. Build your digital image
Creating an eCommerce business with all of the necessary functionalities involves:
- Registering the domain
- Selecting a domain host
- Designing the website—there are platforms, like Shopify, that make this task easier
- Installing a CRM for customer management
- Activating a PIM for more efficient catalogue management
- Selecting the payment methods and gateways that best adapt to your needs
Register your eCommerce business with Google My Business
If you haven’t already done so with your offline store, register your business on Google’s My Business platform to achieve greater visibility through its channels: in the search engine, on Google Maps, etc. This way, you’ll not only begin to work on the SEO for your eCommerce store but will also build greater confidence in potential customers by presenting yourself as a brand with experience in the sector. This trust will increase as users who are satisfied with your products or services begin to write positive reviews.
3. Design a marketing strategy for your eCommerce business
At the same time, you can begin working on a marketing strategy to position your eCommerce business and increase traffic to your website. Currently, one strategy that has proven to have a high conversion rate is inbound marketing, which is based on building a relationship of trust with your customers. For this, you can use email marketing, content creation, and social networks to design different campaigns that meet your objectives. The first will be focused on announcing the opening of your online shop and should achieve wide visibility.
4. Support process digitalisation
Last but not least, you can implement big data and machine learning software into your eCommerce business to streamline different processes and optimise the operation of your company. This will have an impact on timing and profitability since you’ll be able to handle a higher volume of user orders. One of the most effective tools in daily management is software that monitors the prices of your competition as it allows you to know the changes in their prices at all times as well as their active promotions and discounts so that you can anticipate the movements of other companies—and all of this happens automatically.
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