The few that are new … moving towards a comprehensive retail path … have to be frivolous.
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4 min read
The opinions expressed by the entrepreneur's contributors are their own.
As an online marketer, watching companies pull down their shutters has been heartbreaking, but let's not forget there is a silver lining: e-commerce.
Nielsen identified key consumer behavior thresholds related to the pandemic that shed light on the companies that performed best:
Proactive health-conscious shopping (buying preventive wellness products).
Reactive health management (purchase of protective equipment such as masks and hand sanitizers).
Pantry preparation (storage of food and household items).
My social media accounts have been flooded with ads for products that I previously could only have bought in person. It was great to see a lot of retailers making the effort to turn around. However, over the months I noticed that many of the newer online stores I came across were quickly disappearing. It was then that I realized that these stores' short-lived attempts to open a digital store may have failed because they rushed to set up their online option.
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Cyber security concerns
When smaller retailers, who are generally not into e-commerce, suddenly dive into the room, issues like fraud and corporate security become a real problem. Holes in the set up process essentially act as back doors into the business. This serves as a gold mine for cyber criminals as they gain access to data that is worth stealing, such as: B. Customer information and sensitive payment details.
Stolen credit card information is associated with fraudulent purchases, followed by chargebacks and returns. It's a terrible scenario that affects brands' reputations as well. This explains why 73 percent of customers are increasingly concerned about privacy. Unsurprisingly, a major selling point in the ecommerce branding communications strategy for retailers is strong data security.
Lack of digital media skill
Setting up an online store requires more than just listing products with a single picture followed by a brief description.
All of this takes a lot of effort and cannot be accomplished in an afternoon. After all, you can read any book on tennis under the sun, but you wouldn't be very good at it if you didn't play for a long time. The same goes for e-commerce.
A recent survey of over 1,000 American entrepreneurs, conducted on behalf of the knowledge commerce platform Kajabi, found that 67% of owners surveyed struggled to improve their online presence during the pandemic but didn't know where to look for help.
Fortunately, we live in times when such tasks can easily be outsourced.
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It's best to leave it to the professionals
I firmly believe in outsourcing everything that can be outsourced so that the core team can focus more on the essentials. Granted, that is not possible when funds are scarce. With risk management in mind, it is worth the tradeoff between finding service through trusted outside parties.
Zissu is one of the more globally recognized services for Shopify and is considered a one-stop-shop helping brands get great results on this well-known platform. The list of services includes migrating to Shopify as well as developing their websites, custom features, branding, and more. These efforts are tedious and rely heavily on tacit knowledge. If retailers choose to leave such tasks to the professionals, they can focus more on other initiatives, such as: B. the product supply chain, finance and internal relationships.
As I mentioned, I've always been thrilled to get the effort online asap, but if there's one thing the pandemic has taught me it's "slow" plus "steady" equals "perfect", when it's done — especially when it comes to retailers new on the way.
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