Snapshot : It’s been a heck of a year for online selling, so we reflect on e-Commerce 2020 and what it could mean for your future e-Commerce plans. We cover 5 lessons you can take from e-Commerce 2020 to make e-Commerce 2021 even better.
Well, unless you have a super local, super fast online delivery service, the biggest e-Commerce period of the year, Christmas is over. The final deliveries will land on doorsteps tomorrow. (Obviously, excluding those from the big red fat guy himself on Christmas Day).
And so, it’s a good time to reflect on e-Commerce 2020. What online selling lessons can you take out of this weird year?
We know we talk about e-Commerce a lot. We admit it, it’s one of our favourite topics. But it’s a noisy old online world out there when it comes to talking about e-Commerce.
Our e-Commerce 2020 experience
If your experience is anything like ours this year, you’ll have seen pundit after pundit proclaiming that they always knew e-Commerce was going to boom.
Doesn’t it feel like there’s been a deluge of “told you so” articles, news and social posts about e-Commerce this year?
The social media posts are the worst.
Why so many beardy men in blazers feel the need to make videos of themselves in front of a whiteboard is beyond us.
And even worse, are the ones who say traditional retail is dead. It’s just not true. Now, we’ll happily acknowledge the pandemic has finally pushed us past the tipping point of more businesses doing e-Commerce than talking about e-Commerce.
But pandemic restrictions aside, shopping centres and actual shops are full and busy at this time of year.
In terms of traditional and online retail, it’s not either / or but how both channels work together.
And in terms of e-Commerce 2020, there’s an awful lot of people out there that like to talk the talk. But, it’s much tougher to find people who walk the walk.
And as a business that likes to do both, we wanted to reflect on what e-Commerce 2020 has taught us. And we’d love it, if you can use some of these 5 lessons for your own business.
Lesson #1 - Getting the e-Commerce basics right still matters
Well, firstly, despite the pundits banging on about the cutting edge of technology and the future as being AI or AR or PWA driven, our number one lesson in e-Commerce is still that you can’t really do the advanced selling stuff unless you’ve got the basics of e-Commerce working.
As we first mentioned in our how to start selling online guide, there are three basic tasks you need to get right before you do anything else.
You need something to sell. You need somewhere to sell it. And, you need to be able to manage payments and deliveries.
Examples of not getting the e-Commerce basics right
We wanted to share a quick story to bring this to life. How when we were doing some online Christmas shopping recently, we found examples of businesses selling online, but not getting the basics right.
So, we ordered a couple of gifts for friends and family. One site here in Australia and another based overseas. These were orders from sites that had good-looking product pages. And, what seemed like clear and well thought out online store websites.
But after we placed our orders, it all went horribly wrong.
Both sites accepted the online orders. Took the payment. And then, both cancelled the order within two days. They refunded the payment, but didn’t give us any explanation. Not even an apology.
So, there are businesses out there turning away customers. Crazy, right?
We emailed them to understand why, and still haven’t heard back from them. Yes, they cancelled the payment and refunded us. But, both cases, lost sales.
Terrible customer experience.
We won’t go back to either site. Because, if you can’t take an order, then why would we trust you with our shopping needs? And in fact, we would actively tell people not to use these companies.
The basics can be tough
We remember the first online shop we launched, and when it started to take off. The order to delivery process was really clunky and manual. Orders arrived via email from Magento. And someone then had to manually key orders from Magento into SAP. (and as we’ve shared before, you know the reason it’s called SAP, right? Because, it SAPs the energy of anyone who has to use it.)
Each order came with 13 fields of data. So, that was 13 “cut and pastes”, line by line from an email into a form on SAP for each order.
Not a fun job.
But, not too much of an issue when you only have 10 orders a day.
But, when we started to get 300 orders a day, manual keying became a real issue. We couldn’t keep up. We even remember our not very digital boss’s suggestion “can we just take the shop offline for a few days?” Yup, that’s not really how the internet works.
In actual fact, we ended up putting Out of Stock notices on all the big selling items to stem the flow of orders. This helped ease the pressure in the short term.
Longer-term, we did eventually manage to automate the transfer of order data from Magento, directly into SAP. That wasn’t a glamorous project. But it made a huge difference to the customer experience, and to the workload on the customer service team.
Lesson #2 – E-Commerce needs more substance than style
We’ve spent quite a lot of time working with big global organisations. And in them, we frequently come across what we call the “centre of attention” style marketing leader.
You’ve probably met them, right? They spend more time thinking about their own profile than their customer’s profile. Any chance to give a presentation, a talk, a magazine quote and they’re there.
They like telling people what to do, and love spending time with agencies. Their biggest concern is keeping the Most Important Person happy. And that’s their boss, not the customer.
They always has their eye on that next marketing role. And, they spend most of their time making sure they manage internal perceptions of what they do. They are all about the style.
Yeh, you’ve definitely met that type of marketing person, right?
These people should be nowhere near e-Commerce.
Because, the people who make e-Commerce happen are the opposite of this style. They are the ones who get stuck in to the action and the detail. Who fill in the product information management pages. The ones who find great images, and write great sales copy that ranks on search engines.
And most of all the ones who really understand what online shoppers want and need.
Lesson #3 – What shoppers want, not what you have to sell
That’s a lot of choice for online shoppers. A lot.
What it tells you is that having an e-Commerce site is probably more interesting to you than to online shoppers. It’s what’s you sell on your e-Commerce site and what it does for the online shopper that matters.
Test things out with your customer experience. Identify key touchpoints, and create options and choices for online shoppers so you can more closely match their needs.
Lesson #4 - Speed and control are the best e-Commerce benefits
Another key thing that e-Commerce 2020 has shown us is that you can go fast in this space if you really set your mind to it. And you generally have more control over how your product reaches consumers, even when you work with online retailers.
With channels like marketplaces or Print on Demand, you could be selling online today if you really set your mind to it.
Add new products, change prices, run sales promotions, change the design, look and feel of your online store website, test out different calls to action? All pretty fast to do when you run the website.
And yes, it might take more time to change your order to delivery system than your website. But, it’s still a lot faster than most bigger businesses tend to move. It’s the businesses who have been slow to move, that are going to get left behind in the online world.
It’s now the smartest fish that wins, not the biggest fish.
Lesson #5 - Find good e-Commerce people
You’d think with the e-Commerce 2020 boom in sales, businesses would be hunting down those with the right skills.
But we see a lot of established businesses only just starting their digital and e-Commerce journeys.
We keep half an eye on the job ads in the worlds of marketing, creative and e-Commerce because they’re a great place to look out for trends.
It also helps us to keep an eye on potential future clients and competitors.
What we’ve really seen this year, is that there’s a high demand for good e-Commerce people. But, a lot of businesses either don’t know what they are looking for, or undervalue the skills required.
For example, we know a couple of well known businesses in pharmaceuticals and medical only just hiring their first digital manager. And who have their websites managed by head office overseas.
What’s that about?
These businesses define e-Commerce roles that stretch across marketing, sales, design, code development, system integration and commercial acumen. And believe us, there’s very few people who have ALL those skills. And if they do, they’re probably working for themselves.
Add to that the many start-up businesses advertising for e-Commerce specialists, who at least seem to know what they’re looking for. But, people we know in the industry tell us when they follow up on those roles, the salaries and benefits on offer fall way behind the most established businesses. Like, way, way behind.
And that’s a real challenge.
The e-Commerce people challenge.
Work for a business that pays well, but doesn’t really know what it needs and has no e-Commerce culture. Or work for a business that knows what it needs, but doesn’t value the skills enough to pay well.
Mind you, saying that, there are many out there who claim to be e-Commerce experts. But, who when you start to ask “expert” questions, suddenly turn out to not be so expert after all.
We once worked with a Head of e-Commerce who’d never calculated an ROI on any of his digital activation for example. And we know another e-Commerce consultant who claims to be a marketing expert, but had no idea what we meant when we asked them their approach to segmentation, targeting and positioning.
E-Commerce 2020 has taught us there’s another way
To be honest, what e-Commerce 2020 has most taught us, is that there is another way. Because you can set up on your own pretty quickly, the best way to feel valued and to take some control is to start doing it yourself. That would be the best e-Commerce Christmas present you could give yourself.