There has been a lot of talk recently about the extraordinary popularity of selling products online. Consumers like to sit comfortably in their armchairs at any time and buy the goods they need with literally a few clicks. The e-commerce market in Poland is growing rapidly, which is why many entrepreneurs rely on online sales. What exactly is e-commerce? What should we know about it? Let's learn the basics about this important issue.
E-commerce - what does it mean?
Thirty years ago, hardly anyone thought about the possibility of shopping via computer, but the current generation of young adults has already grown up in the world of e-commerce. Today, for most of us it is an everyday activity that saves a lot of time and nerves - that is why buying online is gaining in popularity and breaks sales records every year. . Going to the shopping centre takes far too long, and we also have to reckon with huge queues - especially on Fridays and Saturdays. Who has a free afternoon and the inclination for that? There are so many better ways to spend your time. It is definitely better to turn on the computer, visit a few websites and order products in a few minutes without leaving home. The only drawback seems to be waiting for the courier - It usually takes two working days to deliver an order (this depends on the form of shipment chosen).
Internet commerce is often referred to by the English term e-commerce. Although it can no longer be said to be a particularly young industry (Amazon started in 1994), very dynamic changes are taking place. E-commerce is evolving dizzyingly fast before our eyes. Sales are increasingly moving online. Even stationary shop owners are choosing to run an online platform in parallel, because this is what consumers increasingly expect. Commerce has changed its face and this can no longer be ignored - especially if you want to develop your brand. When taking the first steps in e-commerce, it is important to respond to customer needs, ensure efficient sales and optimise costs. Efficient and professional delivery is key to keeping customers happy. If you want to reduce your delivery costs, choose one of the Business Subscriptions and start working with us." 
E-commerce versus traditional trade - how to understand the customer?
From a consumer perspective, shopping online is much faster and more convenient. It is worth knowing, however, that from the point of view of a retailer, e-commerce is significantly different from traditional sales. When running a stationary shop, we have ongoing contact with shoppers - we talk to them, we see what products they are interested in, we know what they specifically choose and what they most frequently ask for. We can also see when the traffic is at its peak and have some idea of the number of visitors (and with the use of appropriate technologies, we can even know their exact number). We also have direct access to customers' opinions, which they can express in person. Although it is no longer so easy to aggregate and analyse the opinions of many customers. In online shops, we do not see our customers, so we need special analytical tools to learn about the behaviour and needs of our customers. One proven method is to use the free Google Analytics service, which will allow us to find out, among other things:
- whether the service is of interest to internet users,
- which products are most frequently viewed and searched for and which are not enthusiastic,
- Where we should advertise,
- what the ideal customer of a shop is,
- at what stage of the purchasing process users have the most problems.
Obviously, it will take some effort on our part to obtain detailed information and thoroughly analyse the data we have access to. Among other things, this analysis will allow us to conduct an effective marketing campaign. In the case of an online shop, the marketing and advertising strategy looks completely different from that of traditional trade. Most of the activities have to be carried out online. We do not have a website that the customer will see from the street. Instead, this customer has a much easier time comparing our offer and that of our competitors.
E-commerce - what are the biggest advantages of e-commerce?
Why sell online? It's not just about current trends and wanting to keep up with the competition. The e-commerce sector offers unlimited opportunities for business development and a variety of benefits, such as :
- strengthening the brand's position in the market,
- to reach an unlimited number of potential customers throughout the country (and perhaps even abroad),
- a reduction in costs associated with hiring staff, renting premises or keeping products for sale,
- the ability to update and improve the offer on an on-going basis, taking into account the current needs of consumers,
- easier access to competitors' product ranges,
- the opportunity to present products through attractive images and inviting descriptions,
- a significant increase in sales.
E-commerce - how to succeed in this industry?
Every year, many different sales platforms offering a variety of products are created. Why do many of them fail? Is the e-commerce sector not for everyone? To be successful, you first need to have a good business idea, i.e. to find your niche. This allows you to differentiate yourself from the competition and gain the interest of customers. To do this, it is a good idea to continuously analyse trends and observe what consumers are looking for. One should also not forget that a well-designed website is of great importance - it should not only be aesthetically pleasing, but above all clear and intuitive. This way, shoppers will find the products they are looking for in no time. This way, we will not be condemned solely to customers coming from price comparison sites and looking for the best bargain. You should also take the time to create a consistent visual communication based on your brand logo and name. They need to be easy to remember and eye-catching so that users find the shop faster in the future. And don't forget about an easy-to-remember web address and optimising the website with search engine algorithms in mind. Nothing, of course, will guarantee you success in any industry, but in e-commerce the chances are perhaps better than anywhere else.
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