Oct 29

5 Damaging eCommerce Mistakes that Brands Need to Avoid

What's stopping eCommerce brands from boosting their revenue? Keep reading for five of the most damaging eCommerce mistakes.

eCommerce is an ever-growing field, and it only gets more competitive. Statistics say that by 2023, it’ll account for more than $6.5 trillion in sales. This means that it’ll represent 22% of all global retail sales. If you want your brand to stand out and be profitable, let’s dive into some of the more common eCommerce mistakes we see — and what you need to be doing instead.

5 eCommerce Mistakes to Avoid — and How to Fix Them

1. Failing to Create a Customer Avatar

Who’s your target audience? If your answer is “anyone with an internet connection,” we need to rethink this.

Very often, eCommerce brands make the mistake of trying to sell to everyone and anyone. And while this is understandable, it’s actually counterproductive. If you try to reach everyone, you end up reaching no one. 

The fix: Create a customer avatar!

When it comes to who exactly you’re trying to sell to, get specific. There are a number of variables, traits, and characteristics that you can consider. Here are a few to get you thinking:

  • What’s their approximate age range?
  • What are their interests?
  • What are their goals?
  • What problem are they struggling with?
  • Are they located in a specific part of the world?

The idea here is to start defining your brand’s ideal customer. When you know who specifically you’re speaking to, you can create a stronger relationship with them. Relationships are vital to eCommerce sales.

two women shopping on laptop


2. An Overly Complicated Check-Out Process

Have you ever put something in your online cart, gotten to the part where you need to check out and pay, found that it’s a major pain, and… left?

This is one of the more common eCommerce mistakes we see, and the statistics back it up. Across all industries, the average abandon cart rate is 69.57%. Mobile eCommerce is even worse, at 85.65%. (More on this in a moment.) If we translate this into dollar signs, we’re talking about eCommerce brands losing roughly $18 billion in revenue every year because people leave items in their cart and walk away.

When it comes to the digital world, people have very little patience. Instant gratification is almost a demand. 

The fix: Make your checkout process as quick and easy as possible. 

A simple way to look at it is this. Ask yourself, “How can people check out in as few clicks as possible?” Typically, the more clicks there are, the more complicated the process is. If you’ve got a step in this process that isn’t absolutely vital, remove it.

For instance, are you asking shoppers for their phone numbers? Do you really need to? If not, remove that field. It’s one less thing you ask them to do.

While we’re on the topic of checking out...

3. Not Offering Flexible Payment Options

This is a big one.

Are you giving shoppers options when it comes to how they can pay? Because your competitors probably are.

Like we’ve already said, people aren’t going to work all that hard to purchase from your brand. If you don’t make the experience seamless for them, they’re just going to go somewhere else. This means that you need to make it painless for them to pay.

The fix: This comes down to having a solid point of sale system.

Your eCommerce POS system should offer shoppers the option to pay via methods like a credit card, PayPal, and Apple Pay, as an example. Yes, some people are still entering their card details, but a lot of shoppers have switched to a completely virtual payment system.

woman paying for things online with credit card


4. Not Optimizing the eCommerce Experience for Mobile

Have you checked what your brand’s shopping experience is like across various devices? 

This is one of the more common eCommerce mistakes because more often than not, the teams that keep a brand running are working from a desktop computer. So, they make sure that the shopping experience works from a computer.

However, many of your visitors are browsing and buying from their phones, and that number is growing. Estimates say that mobile commerce will grow 68% by 2022. However, many brands are still missing the mark.

The fix: Go to your eCommerce store on a smartphone right now. Ask yourself these questions:

  • Can I clearly read the text?
  • Do the images load quickly and clearly?
  • Do the text, images, etc. resize to fit the size of my screen?
  • Are the buttons big enough and spaced out enough that I can easily click them?
  • Is the main navigation easy to click through?

We’ve already discussed how the shopping experience needs to be simple. And this is even more so the case for mobile shoppers. You especially want to consider people who might be purchasing when they’re on the go. The browsing and checkout browsing should be doable within minutes and with minimal clicks, if that’s what they want.

5. A Faulty Tech Stack

Setting up an online shop is overwhelming — we totally understand. However, having the proper tech stack ensures that the experience is not only enjoyable but also secure.

However, too often, eCommerce brands try to cut corners and end up with the wrong platform, less-than-stellar security, and a system that, plain and simple, just doesn’t work.

The fix: Approach your eCommerce store from a holistic place.

There are a lot of moving parts, and they all need to work together in harmony. Does that platform you’re considering (or already using) offer all the features you need, with the option to upgrade and grow over time? Are there any hidden costs you’re not considering? Is it off-the-shelf, or will you need a developer to work on it as you scale?

What about security? How are you ensuring that your customers’ sensitive data stays safe and private? Do you have an SSL certificate to protect payments? Is your antivirus software doing its job?

How does your POS system integrate into all of this? Is it helping you securely and efficiently manage inventory, employees’ hours, payment options?

What about your email marketing software? Does it work well with your other tools and help you grow your brand?

You get the idea. As opposed to looking only at each individual piece of the puzzle, look at how all the pieces work alongside each other.

Now that you know how to avoid some of the most common eCommerce mistakes, what changes are you going to make in your own operations?

Building and scaling your eCommerce business demands a bulletproof POS system. Contact True POS today and get a free quote.

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