eCommerce – What you need to know


So you’ve decided to open an online store. Maybe this is in addition to a store you already have in a shopping mall, or maybe your foray into ecommerce is a totally new step for you. Have you figured what do you need to do before you open your eStore, apart from the basic initial steps of forming a company, registering to collect sales tax, deciding what your product(s) or service(s) will be, and identifying our target customer (there are a few products, but only a few, that sell to “everybody,” and even toilet paper appeals to different segments of the market according to whether it’s marketed as “budget-priced” or “soft and luxurious”).

You would be amazed at how small and medium segment of industry has adopted the eCommerce Bandwagon. The internet as enabler has in many cases put a small supplier on the same platform where he competes with big brothers effectively! If you check out sellers details on eBay India you would sure notice the chunk of sellers coming from smaller towns who source these goods directly from the people who make in their backyard. Many of them are not only surviving bigger online sellers but in many cases thriving because of focusing on  a small range of products competing largely on uniqueness and creativity. Categories that are most intensive range from mobile phones, gadgets, fashion and accessories, souvenirs, homeware, health and wellness, appliances products.

1 – You need to decide on a privacy policy, word it reassuringly, and publish it on your site. Your customers want to know what you will do with their names, addresses, credit card/debit card information, and any other info you collect about them.

2 – Ensure that your online transactions are secure, both for your customers’ sakes and for your own. You’ll want SSL (Secure Socket Layer) encryption for your customers’ data, especially their credit card/debit card information.

3 – You’ll need a shopping cart that’s user-friendly yet sophisticated enough to offer you as many options as you need for better selling. The dropped carts is currently one of the biggest issues plaguing the eCommerce portal.

4 – You’ll need a way to accept payments online. You must carefully think about this based on your customer profile. You may opt to simply accept PayPal and nothing else, or you may want a merchant account so you can accept credit and debit cards.

5 – You need to set up order fulfillment. Depending on whether you are manufacturing the products you sell or having them drop-shipped or stocking in a warehouse merchandise you buy from outside vendors, your order fulfillment could be as simple as “pick – pack – ship” or as complex as notifying 20 different vendors, at the end of every day, of the merchandise they need to ship on your behalf and the customer names and addresses they are shipping to, as well as transmitting payment for same.

6 – You’ll need to advertise in some manner. “Advertising” can mean traditional print or broadcast media ads, email blasts, Google AdWord ads, flyers sent through the postal mail, or internet articles or blogs that direct the reader to your site, among other methods.

7 – Along with advertising to bring new customers in, you’ll need a means of getting customers to return, such as coupons that offer such incentives as “10% off on your next order.

8 – You’ll need to make changes on your site from time to time – featuring different products, having sales on differing products, promoting new products, and such.

9 – Offer good customer service to keep your customers on consistent basis. Make sure your customers’ information is well guarded. Send out shipments promptly. Replace or refund for any defective merchandise. Maintain a good reputation. Even if the customer isn’t “always right” as the old maxim had it, bend over backward to give all customers a good experience.

10. Be sure that you choose the right product to sell online where you have some sort of edge in terms of price, design or quality. Never compromise on quality and delivery timelines even if that means to go with more expensive delivery partner. Secondly if your product has a limited self life do care about the packaging that is durable for the transit.

You’re almost ready to open up for business now. Here’s to your success!

Shyam Verma, PMP, ITIL
Program & portfolio mgnt professional
LinkedIn:spverma. Twitter: Shammy11
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