Stephanie Shapiro
In the bustling world of e-commerce, where every click can lead to a sale, choosing the right platform for your online store is imperative. The decision can garner favor and attract new clientele, or it can leave your customers frustrated and unwilling to return. Below are 15 considerations when designing or reimagining your e-commerce store.
- Your Customer Base
Having a solid understanding of your customers’ needs and desires should be a predominant consideration in how you design or update your online presence. Once you have clarity on who you’re catering to, your goals will help you select the right platform for your business.
- User-Friendly Navigation (UX Design)
When choosing a platform, prioritize user-friendly interfaces that enhance the shopping experience. From intuitive menus to easily accessible search bars, a platform that simplifies navigation and guides users through the shopping process will keep your customers engaged and steering clear of frustration. The best e-commerce platforms make it easy for you to deliver an omnichannel experience, giving your brand a competitive edge.
- Security
Online security is paramount. Customers entrust you with their personal and financial information, and a secure platform is crucial to safeguard their trust. Opt for e-commerce solutions with robust security features, including SSL certification, PCI compliance, secure payment gateways, and regular security updates. You may want to consider heightened security measures such as monitoring for DDoS attacks. These considerations not only protect your customers but also shield your online store from potential cyber threats.
- Mobile Responsiveness
Your platform must be adept at working with a variety of devices. Choosing a platform that prioritizes mobile responsiveness will ensure a seamless experience across smartphones and tablets. A mobile-friendly store not only caters to a broader audience but also boosts your search engine rankings, making it easier for customers to discover your products and services. Retail sales via smartphones continues to grow year over year, and is a non-negotiable feature when it comes to selecting your e-commerce platform.
- Scalability
A thriving e-commerce business needs a platform that delivers a lightning-fast experience, one that is scalable and grows with your business rather than holding it back. Consider the ability to handle increased traffic, a growing product catalog, and additional features such as long descriptions, filters, and targeting. A scalable platform ensures that your business can adapt quickly and seamlessly, without sluggish performance indicators or the need for a complete overhaul.
- Content Management System Integration
Content propels your online store forward. A robust Content Management System (CMS) works tirelessly behind the scenes, and you need a platform that integrates seamlessly with popular CMS options, allowing you to update product information, add blog posts, and tweak your content strategy with ease. An efficient CMS empowers you to tell your brand's story and connect with customers on a deeper level. It allows you to work smarter, not harder.
- Ease of Maintaining Customer Relationships
Nurturing customer relationships is one of the main pillars of longevity in your brand. It costs five to seven times more to gain a new customer than to keep an existing one, and integrating a Customer Relationship Management (CRM) system into your platform allows you to manage and foster these relationships effectively. From personalized marketing campaigns to targeted communication, a CRM system helps you navigate the ebb and flow of customer retention and loyalty.
- Payment Gateways
Your payment gateway is the bridge between your customers and their purchases. Choose a platform that supports a variety of payment options, from credit cards and digital wallets to buy now, pay later options. Simple and secure transactions not only enhance the customer experience but also instill confidence, ensuring that your customers return for future transactions.
- Support When You Need It
Even the most robust structures encounter challenges, and so will your e-commerce venture. A platform with reliable customer support is your lifeline during turbulent times. Prioritize platforms that offer comprehensive support, whether through live chat, email, phone, or a knowledge base. Timely assistance can mean the difference between a minor setback and a significant challenge.
- Design and Aesthetics (UI Design)
The visual appeal of your e-commerce store leaves a lasting impression on those who choose to shop your brand. You want to evoke emotion and build an experience for your customers. Choosing a platform that allows for flexible and appealing design options, customizable templates, fonts, and color schemes enable you to craft a visually stunning storefront that reflects your brand’s personality. A well-designed site not only attracts visitors but keeps them engaged throughout their visit.
- Legal Compliance
The e-commerce landscape is governed by laws and regulations, just like any business venture. Ensure your chosen platform complies with local, state, federal, and international e-commerce regulations, including data protection laws and consumer rights. Staying on the right side of the legal landscape is essential for the long-term success of your online store, as failing to do so can lead to fines and legal troubles.
- Backend/Ease of Use
Determining the right platform for your business includes its regular usage and maintenance by your team. What kind of functionality does it have? Can you bulk upload? What are its advanced features and dynamic filters? Some platforms will include custom sites, where you work one-on-one with a team of graphic designers, web builders, and e-commerce experts. Others will have a guided step-by-step builder for you to set your store up on your own. All will require ongoing updates to your inventory by your business, so making sure you and your team can handle the backend is essential.
- Tools & Integrations
Consider whether your platform of choice offers tools such as SEO optimization, analytics, accounting, automation, shipping, and alerts. These tools can drive traffic, give you insights into your customer base, ensure accuracy in your deliverables, and allow you to reach, interact with, and reward your customers more effectively. Look for a comprehensive solution that allows you to seamlessly manage your website, marketing, sales, and operations.
- Reputation
How well-known is the company you are considering partnering with for your online store? How long have they been in business? What do they specialize in? Do they have the resources that fit what you need? While great businesses are created every day, even the brightest individuals need time to build a smooth operation, which is why working with a trusted company with longevity can provide a sense of security needed when you are investing in such a crucial component of your business.
- Cost
While startup and ongoing fees are important to consider, many platforms offer a variety of tiers, so when you find the right fit for your business, select what works for you from the platform you want, versus trying to find a unicorn that satisfies all of your wishes at an arbitrary price point. The currency you invest in quality business tools will always be worth what you put into it.
In the vast and ever-expanding world of e-commerce, the platform you choose is a critical part of your business team. Successfully navigating the world wide web requires careful consideration of each aspect. As you begin (or re-evaluate) your business and digital commerce objectives, weigh your options, determine your must-haves, adjust your approach, and keep your eyes on the prize. Look for functionality, security, intuitiveness, responsiveness, and accuracy, and you will have a dynamic setup in no time.
Whether your business is B2B, B2C, or DTC, selecting a platform like Virid will help you scale and future-proof your e-commerce business. Schedule a consultation today to learn how we can help you stand out from the competition and turn browsers into buyers.