Why read this? : It’s easy to claim you’re an e-Commerce expert, but much harder to prove it. It’s still a relatively new skill. This week, we share the key skills that real e-Commerce experts bring. And we share the red flags that suggest your e-Commerce expert may not know what they’re doing. Read on to see how your e-Commerce expert shapes up.
As a skill you can study, learn and put to use, e-Commerce is still relatively new.
Even the biggest players like Amazon are only just over 25 years old.
To give that some context, that means Amazon is younger than celebrities like Ariana Grande and most of One Direction.
Amazon didn’t exist when the original Jurassic Park movie came out.
Compare that to traditional retailing.
In traditional retailing, you have well established concepts like shopping malls, which date back to the 1950s. Department stores date back to the 19th century. Heck, the concept of marketplaces first appeared way back in Ancient Greece.
So, 25 years of e-Commerce learning development is really not so much. It’s still a baby in retailing terms.
Traditional retailing is much more mature than e-Commerce, when it comes to it being a skill you can study and learn. These traditional retail concepts have had a long time to discover what works, and what doesn’t.
They’ve evolved, so that retail execution is now usually down to a fine art.
There’s a lot of data and learning that drives how traditional retail works. These learnings have been proven over and over again.
Fresh food at the front of the grocery store. End of aisle displays and eye level shelf ranges for the biggest sellers. Highly visible sales promotions at key times of year.
Traditional retailing is a fully formed area of study and learning, with clear and established best practices to drive sales.
And then, there’s e-Commerce.
E-Commerce expertise lacks depth and quality
Compared to traditional retail, e-Commerce doesn’t yet have that same depth and quality of expertise behind it. And yet, there are plenty of people who call themselves experts in e-Commerce.
Start researching e-Commerce, and watch their ads pop up on your Facebook feed. Like flies attracted to a freshly laid pile of dung.
But ignore these social media stalkers for now. You can research e-Commerce, and find data and learnings about general good practices.
Heck, even how to set up your own online store.
Combine e-Commerce lessons together
But if you study e-Commerce as an overall area of learning like we do, these are isolated, not integrated lessons.
On their own, they teach you helpful tips and tricks. But, unless you can integrate these lessons together, they’re tactics, not strategy-forming ideas. They don’t make you an e-Commerce expert.
In the same way, you wouldn’t learn one recipe, and assume you’re an expert chef.
You wouldn’t learn one tune, and claim to be an expert musician.
And yet, it seems with e-Commerce, you have many people who learn one or two e-Commerce tricks, and then call themselves an e-Commerce expert.
That’s dodgy at best, and dangerous at worst, for businesses who end up following bad advice that doesn’t work for their business. So, we wanted to share our view on how you spot genuine e-Commerce experts. The ones who can give you the best advice that’ll grow your online sales.
What to look for in an e-Commerce expert?
So, we’re not being boastful when we say we know a lot about e-Commerce.
We’ve been at the coalface of e-Commerce for many years. It’s an on-going subject we continue to learn about every day. So, we talk with experience about what it takes to be an e-Commerce expert.
That’s not to say, we know everything.
Because that’s the big secret. Nobody knows everything about e-Commerce.
Anyone who claims they do, is frankly an arrogant idiot. Real experts know there’s always more to learn.
We have experience and learning in setting up online stores and working with online retailers. That means, we’ve seen first hand what works and what doesn’t. And, we’ve had a lot of time to process that learning, and put it into practice.
So, we’ve turned that into 3 key principles of what does and doesn’t make an e-Commerce expert.
It doesn’t matter if your e-Commerce expert is at a marketing agency, you’re hiring one for your business, or you just want to build your own expertise, here’s what you should look for.
E-Commerce experts start with the online shopper
The essence of e-Commerce is that you’re there to provide a specific product or service to a specific customer. You want them to choose your brand over any other options.
This is marketing.
E-commerce might come with extra technological bells and whistles compared to the traditional view of marketing. But, the underlying principle is exactly the same.
E-Commerce experts are great at marketing. They have brand expertise and love to use it. And that means, an e-Commerce expert always starts with customer needs. They seek to understand the online shopper. They can’t and won’t do anything, until they know what the online shopper actually wants.
Go crazy for market research and data
They start every brief with a focus on what they can do for the customer.
Now, does that mean all marketers are e-Commerce experts? No.
Or, if you don’t have experience in marketing, you can’t be an e-Commerce expert? That’s a no, too.
We know loads of marketers who don’t really get the e-Commerce opportunity.
And we know lots of people who don’t come from marketing backgrounds, but absolutely do get that what customers want is the key to selling online.
So, ask your e-Commerce expert to talk about customers. Check that they gather what market research you already have, and plan ways to do more. They need to build knowledge about what online shoppers want.
Ask them how they bring the customer to life, and how they make sure every part of the online shopping experience focusses on what the customer wants.
E-Commerce experts connect e-Commerce activities together
We’ve shared before that to work in digital areas, you need to be a bit of a digital decathlete. You need to be an all-rounder with understanding of the different elements of digital, and how they connect.
Well, e-Commerce takes this need to connect all the dots to another level. Digital marketers can mostly get by with a focus on digital media and websites, so they can essentially be doing a digital bi-athlon.
E-Commerce is like a separate business
But, for e-Commerce, there’s so much more to manage. An online store is a 24-7 living breathing business system that connects to payment, delivery and customer service systems.
It’s different from traditional business models.
You need to know brand strategy and website design. You need to know the ins and outs of online business models and the IT skills to set up order to delivery systems. E-Commerce experts know how to connect these together to create a single cohesive experience for the online shopper.
A true e-Commerce expert knows they need to understand all these elements. They know how to make them work together.
And as we said, if you don’t understand what the customer actually wants and needs, and apply that at each stage of the e-Commerce planning process, then you’re clearly not an e-Commerce expert.
No, the thing that really shows you’re dealing with an e-Commerce expert, is when they can easily and effortlessly switch between these many and different business skills.
True e-Commerce experts give you confidence they know how to make the online shopping experience seamless, efficient and profitable.
E-Commerce experts make things happen
And finally, the one thing we’d put above all others, is that e-Commerce experts spend more time doing e-Commerce than talking about it.
Never underestimate the value of people who can get shit done. The real nuts and bolts of selling online are actions, actions and more actions.
E-Commerce experts spend time making sure all the basics are right. The images, the copy, the product descriptions, all the basics of good product pages. They make sure the store does what it says it will. (see our article on e-Commerce lessons from 2020 for an example of a store that didn’t do what it said it would).
E-Commerce experts build up a body of knowledge about their online shoppers. They apply that knowledge to create relevant and increasingly better shopping experiences.
They learn what works, and what doesn’t work. And, they use this to keep making more improvements and trying new things out. Their focus on the customer, and how to meet their needs.
This is how you make online sales grow.
Spotting a “fake” e-Commerce expert
Obviously, if your e-Commerce expert is the opposite of any of these things, sorry but they’re probably not an e-Commerce expert.
Anyone who doesn’t spend time researching, discussing and creating experiences for customers. Not an e-Commerce expert.
Anyone who only covers specific elements of the e-Commerce mix, but can’t acknowledge how all the different elements need to connect together, may be an expert in their specific area. But, they’re not an e-Commerce expert.
And finally, the ones who spend more time talking about it, than actually doing it, they’re the worst.
The consultants and advisers who haven’t spent time at the coalface of online shopping, who can’t describe the nuts and bolts of how it works, you really need to avoid those ones.
You know them. You’ll see them on stages at conferences, with generic slides that have a big abstract image, and one word like “customer” or “sell” on them in giant fonts. They’ll throw in whatever the latest jargon or abbreviation is – growth hacking CX, UX – but, can’t explain what those things are, when you ask.
And obviously, worst of all, they’ll pop on your Facebook feed. Because yep, you’ve started researching what an e-Commerce expert actually looks like, and the stalker algorithm will start following you.
Conclusion - E-Commerce expertise
It’s that combination of deep understanding of the online shopper, connecting all the activities that need to happen in e-Commerce, and above all, making things happen, that truly shows you what an e-Commerce expert is.