5 ways to develop a successful ecommerce strategy

Online shopping may be commonplace today, but it's still not a replacement for brick-and-mortar. And that's because physical stores still have advantages that outweigh those of ecommerce - some people just want to experience the product in person, like in grocery stores.

But while developing a successful ecommerce strategy is not easy, there are approaches manufacturers and retailers can adopt to improve online sales.

A recent report from Nielsen highlights some tactics for a successful ecommerce strategy.

1. Go above and beyond your customer's expectation.

When a shopper is already reluctant to try out online shopping, it's important for retailers to give shoppers an even better experience than expected. Orders must be delivered on time, and in case they're not, you should let your shoppers know immediately to minimize backlash. One way to keep shoppers coming back is by offering quality assurance programs that offer recourse damaged items or those that disappoint your clients.

2. Keep it simple.

Your website and app design should be simple and easy to navigate. View it as an online extension of your store in every way; just as you wouldn't have your store messy and complicated to explore, neither should your digital presence. The checkout process should be seamless and secure because if it takes too long to load pages or they're difficult to navigate, shoppers will likely exit and cancel their purchase.

3. Study the market.

You can't use a one-size-fits-all strategy, because each market differs. To succeed in the local market, you should study the demographics, operating costs, consumer preferences, and competitors' offerings. Armed with the right research, you can tailor your approach with each local market you target.

4. Don't just expand, specialize.

Offering a "full-service" approach that aims to serve all shopping categories may put you at a disadvantage. Online stores try to sell a lot of products and offer special promotions that actually work better in brick-and-mortar. But it's a mistake to try to be all things to all people. Instead of offering a selection that is too wide, online merchants should limit their selection to items that they know will sell well.

5. Experiment with different approaches with distribution and ordering.

Play around with formats and features that increase shoppers' basket size, while still preserving quality. The costs and logistics behind home delivery and click-and-collect models can be tricky. Consider a new approach to distribution by hiring a third-party specialist. Also, manufacturers should experiment with order placement services and weigh distribution options to figure out what works best.

This post is sponsored by Nielsen.

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