Currently, according to data from the National Markets and Competition Commission (CNMC), electronic commerce has a turnover of 51,600 million euros per year in Spain, representing a market share of retail sales of 7.5%.
Many SMEs that have seen their online sales grow exponentially in recent months are now in a process of strengthening their digital channels.
More and more buyers are first turning to the traditional channel in order to find out and, later, materialize their purchase online, which is why omnichannel is a priority.
But what makes them visit and buy in our online store?
There are several determining factors for the user to find us, generate their purchase interest and do not despair or get bored in the purchase process and their experience is agile, safe and transparent:
Intuitive and easy-to-use website. The website must be easy to use and intuitive, with simple and guided steps so that the purchase process is simple and fast. In addition, the web is your showcase so you must have a professional and attractive, dynamic web page. You can also invest in a shopping app. Thus, the shopping experience will be ideal and will provide us with a lot of information on user behavior.
2-Positioned website and Digital Marketing: having a website does not guarantee purchases. What is relevant is the positioning of that website on the internet and the marketing we do of it, our company, products and services through different tools: web design, SEO, SEM, Inbound marketing, email, video, influencers …
3-Security in the purchase process.
Personal Data: the transfer of personal data is something that particularly worries many of its online buyers. They are concerned about how their data is collected and used on the internet, so data processing must be adjusted to the law to avoid losing customers and exposing themselves to heavy penalties.
-Security in payments. Cybersecurity is another determining factor. Buyers are going to enter personal data (identity, banking …) for the purchase process so our website must have the forms and means of payment that offer the greatest security guarantees.
-Conditions of contract. That the purchase conditions are adjusted to the regulations, simple and clear.
4-Competitive prices. It is obvious that price is always a determining factor in the buying process.
5-Reduced delivery times, it is an increasingly recurring requirement among buyers. Currently, the acceptable wait time for an order placed online is 3 days. There are home deliveries, store pick-up, drop-off point, lockers, collection points in homes …
It is important to have an effective order tracking system.
6-Customer service. Customer service must be agile to respond to their demands and needs and thus know their preferences by giving an agile and satisfactory response (you may want a Premium service, a more agile delivery…). Returns are an important point that determines customer satisfaction. You have to maintain the closeness that the company transmits in its face-to-face sale.
7-Commitment to Sustainability:
Consumers are willing to change their shopping habits to reduce the negative impact on the environment, being a fundamental value when choosing one or another brand on the market. Many say they would even be willing to pay more for environmentally responsible brands. There are several aspects to investing in sustainability:
- The packaging used, packaging more respectful with the environment or ecofriendly.
- Sustainable transport and mobility with which to get the product to the customer in the most respectful way possible mitigates the impact that electronic commerce generates with distribution and packaging.
- Choose green suppliers.
- The own products “ecofriendly” or respectful with the environment, recyclable…