While digitization is an advantage over companies that only offer physical sales, different companies face the challenge of highlighting their e-commerce and getting the expected results.
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April 7, 2021 4 min read
This article was translated using AI technologies from our Spanish edition. Errors can occur due to this process.
The opinions expressed by the entrepreneur’s contributors are their own.
The rise of e-commerce has allowed companies of all types and sizes to venture into the Mexican digital market with their own online store, which, according to AMVO, had sales of 316 billion pesos last year. And while digitization is an advantage over companies that only offer physical sales, different companies face the challenge of highlighting their e-commerce and getting the expected results.
At Justo, some of the most common obstacles we encountered in evaluating a company’s adoption of a digital model are: Since this is not their “area of expertise”, there is concern that the investment will not produce the expected return on investment. Overestimating the size of the business to meet customer expectations and assuming that the digital model is a “replica” of the face-to-face model.
In this situation, the ideal thing to do is to consider:
Offer a differentiated and personalized experience
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The first is to understand that experiences are different between a personal purchase and a digital purchase, although they can complement and reinforce what differentiates companies from their competition. The advantages of a self-managed e-commerce platform are, for example, that you can use it to generate a unique visual identity and offer your customers a personalized service based on the data generated by their purchases. Activity history is a strong ally to better connect and retain consumers as you can identify and satisfy their needs and even surprise them by introducing new products based on their preferences.
Give your customers security
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An overall positive shopping experience has proven to be one of the main motivators for returning customers. Users will always want the sites to offer a guarantee of secure transactions as well as channels that allow tracking of incidents that occur during their purchase.
Serve the entire experience: from the first “click” to delivery
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In addition to an easy-to-navigate page and the quickness to respond to the request, one of the fundamental elements – which is sometimes overlooked – is the final journey between your company and your end customer.
Those who help you deliver products need to be viewed as part of your stakeholders as their commitment and support are key to strengthening your value proposition and differentiators. Efficient and friendly delivery is key to ensuring a positive experience for your customers. Therefore, part of a digital company’s engagement should be building a positive cycle that benefits everyone involved.
Rely on the experts
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The most important thing about digital tools is that they help you achieve the business goals with the assistance of a team of experts – not bots – so that you can properly manage your digital commerce and receive adequate advice to take advantage of the business opportunities you can do thanks to the data, that you receive directly every day.
Therefore, when evaluating options, it is important to be transparent about any doubts about commissions, data ownership, and the type of advice you are receiving or the opportunities you may have to expedite your business. Ideally, it’s a technology ally that allows you to focus on taking control of your business, seizing opportunities, or creating new experiences for your customers.
E-commerce is already part of the daily lives of thousands of users, and companies must adapt – preferably agile and orderly – to take advantage of opportunities in an increasingly digital and competitive environment.