eCommerce has really picked up pace and helped by recent events in the world is on its way to dominating retail. Needless to say, many companies jump the ecommerce wagon. Some are internet savvy, some are retailers with many years of experience or, in the most fortunate case, both. Few of them really know which are the most important factors in ecommerce.
The main reason ecommerce is still a pretty damn hard thing to do is it takes a lot of know-how regarding both commerce and the internet. When starting or expanding an ecommerce operation you will be faced with decision regarding management and sales platform, marketing (“do I do Social Media, should I go for Search Marketing or maybe Affiliate marketing?”) but also more real-world issues such as “What are the products I will be selling?”, “How do I store these products?” or “How is my product going to reach my client?”.
While there are many, many variables and data you will be faced with, you still need to keep an overview on the most important factors that will make your ecommerce business successful or not. Here are the 7 most important factors in ecommerce:
Choice of Products and Product Display
Search (yes, search)
As you notice I have not mentioned marketing. Marketing makes a difference when all those above are working well together. That is not to say marketing is not important. It is. Unfortunately marketing cannot save you when your store isn’t performing its base functions.
Further on, keep in mind that as an eCommerce company you are first and foremost a technology company. If you are a classic retailer this part will be the hardest thing to wrap your head around. You use technology to deliver products at the best price and with the best customer care possible. As such you need to stay constantly focused on market changes (your product market) and technology changes (think how important search engines are for online-first businesses) and adapt those changes to your 7 pillars of ecommerce excellence, as follows:
1. Choosing the Product Range and Product Display
What makes Amazon such a great business? One might argue things like “Wide variety of products”, “Great prices”, “Fast delivery” or “Great customer experience”. All these, and probably more, are true. All these make Amazon the leader in US’ largest online retailers but I would like you to focus on the following screen:
What you see there is my recent history on Amazon (I am quite fond of eCommerce, as you’ve probably noticed). Now if you would be Amazon you could basically market anything to anyone (well, almost anything to almost anyone). Why? You can show your customer a version of your product choice based on his or her particular interest, particular history of browsing and buying.
So with Amazon basically each customer gets his or her own version of the store.
But you are not Amazon. You don’t have the same product choice, the same data, the same infrastructure. You will need to create a specific product choice and focus on your specific niche.
Ex.: Say customer X wants to buy a computer. Where would he go? Probably to an IT related online store. Say he needs to buy a mouse after he bought the computer. He would, if the first shopping experience was good, go to the same place and make an additional purchase.
If you are not Amazon you will need to make a clear choice regarding your product range. You cannot be a fashion retailer and also deliver groceries. It just doesn’t makes sense. It doesn’t make sense business wise and it doesn’t make any sense for your customer.
After you have chosen your product range you will need to expand it. Say you started by selling clothes. There are a few product categories that would go great with that type of products:
Once you got that settled you will notice that there are specific ways you will need to display your product. As a fashion retailer you will need models and show your customers how those clothes would look on them. Such a choice of display won’t make too much sense if you would be selling, say, laptops. No one actually cares how they look when typing, unless they own a Mac and they are typing in a Starbucks.
2. Stocks Availability
Picture this: you are shopping in your favourite brick and mortar store. You’ve just tried on a couple of jackets and you’ve found that one, great looking, discounted, jacket. You have it in your hands. You have the money. You head over to the cash register and take out your credit card. Surprisingly, even though you’ve spent the last 20 minutes searching for it, trying it on and then deciding to purchase it, the item is not actually in stock.
That is not very nice, isn’t it?
Customers feel tricked when they try to purchase something that is not actually in stock. That usually happens when your warehouse stocks system aren’t synced with your ecommerce site or you’re running a dropshipping online store without any inventory. It’s really frustrating and you need to make sure that never happens to your customers.
Key take away: Keep your stocks updated real time.
Pricing – how do you do it? Do you just go ahead for the smallest price possible? Should you rather adjust your price according to the market and the other competitors?
Pricing should take you in the shortest time to a profitable operation. The pricing operation is mostly an internal decision (the price should first depend on your OWN resources and costs) while still trying to keep up with the market. Here are several things you should consider while looking at your pricing options:
You will probably not turn a profit from the start. As such – focus on creating a competitive price that will, at some point help you turn profitable.
DO NOT go for the lowest price on the market. Try to earn customers by offering discounts, vouchers, having a great customer care and a great product range. Anything but the lowest price. That is always an unsuccessful choice. Of course – you will get a couple of customers but these are not really the customers you are looking for. Plus a low price usually means a very low profit or loss. It’s better to have a slow but steady increase in customer base than a fast increase that will, in time, bankrupt your business.
Keep in mind the operational costs. While most startups focus on technology and marketing costs, they usually overlook many operational costs such as staff, warehousing, shipment and others.
Think highest possible price instead lowest possible price. Keep in mind that you are not your marketing. While you may want to be seen as a low pricing company you need to maximize your profit. Find the best balance between profit and managing to stay competitive in the market.
Shipping is one of the most important factors in ecommerce. Doh! It is, for best or for worse – the most important physical contact your customer has with your company, unless you also have brick-and-mortar stores. You should make the best of it.
Here are some ways of making a great impression with shipment:
Treat the delivery box as the most important part of your visual and physical identity. Because it is. Have a look in the right hand area at this ASOS box. It has a clean, functional design, it’s beautiful and people love receiving it. The experience is close to receiving a gift, as most have already paid for their purchases. Don’t spoil the experience.
One size shipping DOES NOT fit all. Adjust your shipping model to your market. If you are delivering groceries people will expect them as soon as possible (usually within 24 hrs) and are willing to pay to get this. If you are a discount shop people are willing to wait a little bit longer as long as they know they get a better deal.
If possible – offer free returns. It’s great when trying to build trust. People will think the pros and cons of buying from your web store and a free return is a great incentive.
5. Customer care
This is one of the most important factors in ecommerce. It helps build a strong, reliable eCommerce brand and, unfortunately, one of the hardest to manage.
While CRM (customer relationship management) systems and technologies have improved greatly, most of what your customers would call customer care still relies on people answering calls, people delivering merchandise, people in charge of packaging. People, people, people. Customer care is about bringing the right kind of people on board, making sure they understand what makes your company great and making sure they always do their best in handling customer needs.
It’s a hard thing to build. Good customer care is subjective. However, there are a couple of things you can do to improve your chances at keeping your customers happy and returning:
Build a culture around your customers. Make sure that anyone involved in your ecommerce operation knows how important it is to keep customers happy. After all, it’s not like jobs depend on it. Oh, wait. They do.
Make sure you track your customers purchase history and make this purchase history as clear as possible to your call center operators. You won’t be able to attain a perfect score. Just don’t ruin your best customers’ experience.
Don’t judge your customers. There are no “dumb questions”. There are no calls that take too long. After all, if Zappos can handle a 9 hours and 37 minutes phone call, you can spend a few extra minutes with those who buy your products.
In the end customer care is actually treating your customers friendly, polite and helpful. If you can manage that , you will build a great shopping experience.
6. Search – one of the most important factors in ecommerce
While it could be a little awkward to add search, basically a ubiquitous and often overlooked eCommerce feature, it actually is one of the most important factors in ecommerce. It helps your customer reach its desired product as fast as possible, without hassle.
How many items are listed on Amazon? Millions. There are so many products that Amazon decided that it didn’t need just a search engine “feature”, but a search engine program. At launch A9, Amazon’s Search platform, was rumoured to be a competitor to Google but it turns out Amazon just wants to guide its customers as efficient as possible to the products they are looking for. Now it’s an integral part of Amazon’s echosystem, integrating everything from product search to visual search, being even integrated within Alexa.
Companies such as Algolia have sprung up and quickly bloomed with the demand for search engines in ecommerce sites.
Don’t underestimate the importance of search. We live in a search-engine era where we need to find what we are looking for in matters of seconds. If your search feature doesn’t do that, maybe its time to work a little bit more on that.
Remember: as an eCommerce company, you are a technology company. I will say it again. You are a technology company. Get used to it. Now – as any technology company, you need not only keep up with market developments such as mobile commerce or social commerce, you need to lead the way.
These are the top 7 most important factors in ecommerce. They will make or break your ecommerce company. Focus and improve each one of them but remember that commerce has always been about a) delivering products, b) at a great price, c) before and better than anyone else. It still is. We’ve just added a layer of technology on top of it.
Brick and mortar stores are facing increasing competition from online stores. One of the biggest challenges: customers are testing or trying on the merchandise in store and buying it online, cheaper. With increasing pressure from ecommerce, traditional retailers need to know what is showrooming and how they can benefit from it.
What is Showrooming?
Simply put Showrooming is the practice of checking merchandise in store and purchasing it online, usually cheaper. Although the practice has been around ever since online stores became competitive in terms of prices, things started moving a faster and faster. In 2020, the trend became even more prevalent, with store closures and more effective ecommerce stores. Customers can go to the closest store, try the product they want to purchase and then research prices online.
That’s obviously frustrating for store owners. They setup the shop, pay invoices for rent, pay checks only to find customers passing through the store, checking out the merchandise and then buying it elsewhere. Shoppers, on the other hand, don’t really care if the store makes any money or not. They want to try the product (check!) and then purchase it at the lowest price (check!).
When it comes to it, companies such as Amazon, Net-A-Porter or eBay, mostly online operations, are of course benefiting and even encouraging the trend. On the other hand traditionally offline retailers frown upon, helplessly, and look for ways to counteract Showrooming.
There is great reason to do so as 69% shoppers look online for better prices and 47% look for free shipping, when checking products in-store.
There are ways for brick and mortar retailers to fight these trends at least in the short run, by:
offering to price match their online competitors
increase customer retention by creating loyalty programs
develop online operations to increase market reach and decrease product costs, therefore harnessing the Showrooming trend
If you’re a classic retailer you should note that these are only temporary solutions because…
Showrooming will eventually turn stores into showrooms
On the long run physical stores, in their current format, will probably become obsolete. Here’s a few things that might lead to that:
newer consumers value experiences and much more than they value the goods and the prices;
stores will transform their function from sales to display-and-engage, driving brand awareness and loyalty;
online stores will open physical presences and will start leveraging their assets, like more effective use of technology and supply chains;
consumerism will be replaced by a hybrid form of community driven commerce, where goods are re-wearable, sustainable and help local economies.
There will be no “brick and mortar”-only retailers
Retailers tend to focus on the practice of showrooming, but there’s a larger picture of a rapidly changing reality. It’s not this practice they should be focusing on but rather the changing landscape of multichannel shopping. There is nothing mystic about online retail’s rise: it’s just that customers get more products for less money.
Expensive operations as brick and mortar stores, hardly manageable teams that usually harm retailers’ brands and many, many other overheads all add up to a tectonic shift in traditional commerce. Brick and mortar only retailers are a thing of the past. They can ignore the trends, they can fight them but sooner or later they too will be transformed, just like the traditional media juggernaut.
Ecommerce cuts out the middle men
As far as historical records go, commerce has been a traditionally multi-level industry. There were those that produced the goods, the big buyers, the carriers, the retailers, the marketers, all adding up to the costs. When globalisation came into effect that became even more so.
Say you wanted to develop and sell a computer. You had those handling raw materials, processing them, the assembly line, the shipping company, transport, distributers, retailers. Not to mention everyone in R&D, accounting and all those other XXI century white collar jobs. Just a glance shows a very, very long line between development and actually delivering the product to its end user.
All along this line, everyone adds costs. In the end the one that pays for these costs is the consumer.
You think that’s just a timely thing? Here’s a list of startups that are slashing merciless through middle men with the power of ecommerce:
Founders of Warby Parker showed they can slash prices on premium eyewear by cutting out designers, brands, wholesalers and retailers. From just 1% online buy rate for glasses they now expect the industry to deliver almost 15% in the next year. They managed to do that by letting customers receive home 5 pairs, for 5 days, so people can try them on, ask their friends what they think about them and than return 4 back without any charge.
Seasonal collections? Screw that, Crane & Canopy releases new high quality duvets each week based on Pinterest and social media trends. They do that by connecting premium factories to end buyers. They cut out the wholesalers, retailers and premium designers.
Similarly, Bonobos started when Stanford B-School students Brian Spaly and Andy Dunn decided they want to start a new business, met with a taylor and figured they can make affordable fitted clothing for men. Soon enough they were raising $16.5 million in venture capital and the business really took off.
These are rather small startups but if you remember no more than 30 years ago – there was no Apple. 15 years ago – there was no Amazon. 10 years ago we had no Facebook. Personal computing and music, books, communication and media – all industries that had been radically and irreversibly been changed by these rather young companies, driven by the amazing change the Internet is.
We now know retail is changing. With it – our whole society. The outcome is hard to predict but the signs are here. Small and mundane as it might seem, showrooming is one of those signs.
“Bitcoin doesn’t matter” is quite a statement when the price jumped from $37k to $44k in one week. But hear me out.
I see three things that are governing our society. It’s been the same for the whole recorded history.
This things are power, debt and value.
Power is what a nation state uses to coerce its citizens into following (fair or unfair) rules. It keeps the world in a relatively ordered state. It comes in the shape of laws and regulations, police or military action, institutions.
Debt is arguably the single biggest driver of how the economy shapes the society. It’s not the money, it’s debt. Debt owed to your bank, your government, your peers. It comes in many shapes or forms. You might find it in concepts as credit, duty, return on investment, even money.
Value is what us humans provide to other humans. It’s the product of our creativity and labour. It comes in the shape of the products, services and culture we’ve built for one another.
Power, debt and value are quantified in many ways. Usually, one is quantified in the form of another. Power earned can be exchanged for units of debt (money). Debt can be covered in units of value.
Rather recently, with the downfall of monarchy and rise of the bourgeois, value provided could be transformed into power, to a certain degree.
Power, debt and value are the concepts we all share and trade. It doesn’t matter if we quantify them in dollars, yens, favours, goats or bitcoin. What matters between all of us is how much of these things we are worth.
Power is a vague and hard to define term. However, this scene in Game of Thrones might help:
What you can see above is an example of what has ruled our world for a long time. It still does. Power in the form of expressed or implied violence. Either through direct speech, as Cersei states above, institutions (“of power”) or geopolitical relations.
For a long time I believed in the idea that money emerged as a means to trade goods. When we think of the inception of money we often picture some middle ages worker, maybe a blacksmith or a shoemaker, trading goods with a farmer. One awkward negotiation might appear – how many goat skins is a pair of boots worth?
The shoemaker and the farmer go back and forth about the parity between goat skins and boots. They might settle it but what happens when a third variable enters? Like a sword made by the blacksmith. What’s the parity between swords, shoes and goat skins? What happens when you add hundreds or thousands of other wares?
Well – here’s a bright idea if you’re a 19th century economist in the British empire: people found a common denominator and traded in that. Like … gold. Or coins.
But it seems that’s not the case. In his brilliant book Debt – the first 5000 years, the late anthropologist David Graeber argues debt came long before money. Debt and credit units were the first forms of “money”. Debt made and destroyed empires, brought us slavery in its many miserable shapes.
Graeber argued we live in a world that is still ridden with indebted serfs in developing and developed countries, who’s main reason of getting up in the morning and doing a job they may hate is a form of implied or express debt and society’s pressure to fulfil this debt.
However you feel about power and debt, they have indeed shaped our society. For most of our recorded history, they were the only tools you could control the world around you. They were also restricted to a select few. The nobles, the bankers, the priests.
Then came the Magna Carta outlining a world where everyone played by almost the same rules. It started as a way of making peace between an unpopular king and his barons. Still a pretty elitist thing. But it spread to include the masses and lead to the wonderful place in history we are living in now: the democracy.
The industrial revolution and protection of intellectual property handed even more rights to everyday folks that were unlucky enough to not be nobles.
You could have an idea that improved the lives of others, put it into reality and build yourself a better life than all your ancestors.
This lead to inventions, and industrial age and the rise of those that could bring better goods and services to their fellow citizens. It helped build capitalistic enterprises where the one creating value could be in no connection with networks of power or debt. It still relied on them but they were not prerequisites.
We then ended up with computers, the internet and AI and spaceships built by people that couldn’t chop off your head. These people called entrepreneurs rely on debt to finance their ideas rather than using it as an instrument of control. Because now, the value you provide to the world really matters.
There’s many ways you could define Bitcoin – a social perspective, an economic one, a political one. My favourite is that it is a decentralised quantifier of value.
My early childhood was spent in a communist regime, in the Eastern block of Europe. At that moment owning one dollar meant you were prone to investigation by the institutions of power of the state. Why do you have a foreign currency? Are you trying to topple our glorious economy by undermining our glorious currency? Do you not think our glorious nation is the best ever?
But the regime failed. It was not toppled. It just failed. It couldn’t provide enough value for its citizens. Its “value” was fake. It was worth whatever the central authority said it was worth. And this was bad. No central authority should tell you how much your work is worth, right?
Enter the mystical figure of Satoshi Nakamoto. Legend has it he (or she) came down from the bits and data heaven and handed us the secret to decentralised transactions. Bitcoin. The more people used it, the more valuable it was. No one controlled it, except if they owned 50% of the computing power that managed the system. Which was technically impossible.
Why bitcoin doesn’t matter?
Today, blockchain(s) hold hundreds of billions in value. They’re the next big thing. They will change the world. Those that don’t own bitcoin will starve and die a slow and painful death.
Except they wont.
Because they don’t hold formalised power. They don’t handle debt. However, they do store value.
This is what matters. If Bitcoin, or any other blockchain based currency will rule the world one day, that’s a good thing. But it probably won’t change how much power you hold, how your debt is handled and how much value you put in the world.
If you provide value, this can easily be translated into any currency.
If you own or owe debt, this will still be expressed in some form of currency. Centralised or decentralised.
2020 saw the emergence of a new breed of commerce – the live shopping experience. In this type of experience customers would interact with a live shopping influencer, watch products in real time and when ready, purchase the products directly in stream. At the center of it sits a very important person: the live shopping assistant or influencer.
We’ll see an increasing number of people switching to this kind of job in 2021.
The live shopping assistant as a new job
As the marketing industry would point out the influencers already do this on the likes of Instagram and Snapchat. I see a new breed of “influencer”. The one who knows a product category very well, is well trained (practice makes perfect) in speaking with customers and … needs a more fulfilling job. A store associate in the age of live: the live shopping assistant.
Can live shopping create jobs for the laid-off retail workers?
In 2020 2 million retail workers lost their jobs to the changes brought in by the pandemic. Many of them had to quickly find alternatives when their stores were closed.
Now live shopping will hopefully bring back some hope and more fulfilling, better paid jobs and gigs. Unlike the traditional store associate job, the live shopping assistant/influencer has the potential to become a real superstar.
In more established live shopping markets, such as China, live shopping streamers such as Viya are gathering millions of customers in their live shows and selling brands such as Tesla, Procter and Gamble. Fun fact – she even sold a package sent to outer space for $6 million.
Listen to “Is the live shopping assistant the future of retail jobs?” below:
Why the store associate as we knew it is not a viable career path anymore?
For a very long time the store associate has been at the heart of brick and mortar stores. Store associates would greet customers, respond to queries, help find products and generally help customers with their purchases.
However, the emergence of digital tools and especially smartphones has rendered store associates almost obsolete. But that may change with live stream shopping and they may become the leading actors in the age of live shopping.
In a recent study by MillwardBrown that focused on customers purchasing athletic footwear we can see just how useful a store associate is these days.
Of those that chose to shop in store, only 12% listed the sales person as one of the reason to purchase offline. Most (88%) chose to try on the product before purchasing.
It’s not just sports shoes. A study by Deloitte Digital shows that customers would rather receive help from an interactive kiosk or their own smartphone rather than a store associate.
As you can see above the willingness to use a smartphone rather than discuss with a sales associate is almost double. Even an impersonal unmanned device such as an interactive kiosk would fare better than a store associate.
You are now ready to start your online store but you’re asking yourself – “How do I register my ecommerce business”? This short guide will show you how to register your business and how to build the operations basics . At the end of this article you’ll find a link to an article that shows how you can find ecommerce dropshipping partners, suppliers and how you can integrate with those suppliers.
How do I register my online store as a business in the US?
Note: This part of the guide is intended to work as a guide mainly for readers that want to register an ecommerce business in the US. That’s why some of the acronyms and type of companies you’ll find in here are going to be aimed at those of you registering your ecommerce business in the US.
That being set, most of the information you’ll be reading here is in essence applicable in other countries or regions. Even though business structures may have different names and have slightly different usage in different parts of the world, their purpose remains pretty much the same, as globalization tends to level the playing field.
First off: why do I want to register my ecommerce store as a business?
Sure, planning and building your business is a great way to spend your time and effort. But you also need to work as a legal entity.
There are basically two ways you can register your business:
as an un-incorporated business (solely owned or owned by a partnership) or …
an incorporated business.
How do I register my ecommerce business as unincorporated?
You can start as a Sole Proprietorship (the most popular type of business for ecommerce entrepreneurs) and move to other forms of businesses as your chances of success increase.
If you are the sole owner of an online business, the Sole Proprietorship (also known as DBA – “Doing Business As“) is the easiest form to register and manage your business. So if you ask yourself – how do i register my ecommerce business if I’ll only work myself on it – this is a good choice. It actually works as an alias for the individual doing the business.
Do note that the owner is personally liable for the company. That means that all debt is imputable to the owner. However, as Sole Proprietorships are usually low-liability businesses, a lot of startups work under this type of legal entity.
The second big option in starting an un-incorporated business is the General Partnership. In Partnerships, more individuals get together to start some kind of business. This is a great answer if you’re asking yourself – how do i register my ecommerce business with someone else. Just like the Sole Proprietorship, Partnerships are easy to set up and manage and because partners share equal control on the company, the liability and profits are also shared.
How do I register my ecommerce business as a corporation?
Like I’ve mentioned above, the second category of companies falls under the “corporate” model. When you’re incorporating your company you don’t become a corporate behomoth and you don’t automatically get billions in revenue, as one might expect. It just means you’re operating under a different set of rules. Plus you get to do a bit more paperwork.
Why should I incorporate my ecommerce business?
Let’s say you might think – how do i register my ecommerce business as a corporation and why?
The most important reasons to incorporate your company as an entrepreneur are liability protection and documenting deals with partners.
By far liability protection is the most important reason to incorporate your company. Under a corporate structure, your business is treated as a separate legal entity. If things go awry in your registered ecommerce business (and sometimes they do) the company is liable for paying all debtors, not you. That, of course, if you have been operating your business in a legal manner.
Basically, registering as a corporation will keep your assets (house, car, golf clubs) protected from any issue that might arise operating the business.
The second important reason to incorporate your company is documenting a business deal with partners. Whether you are raising money from investors or selling shares in your company, you need a corporate structure to do this.
Cons of incorporating my ecommerce business
You may hear other reasons why you should incorporate your company, things such as tax benefits, business credit and transferable ownership. But don’t rush to register your corporation just yet. Most entrepreneurs are doing just great running un-incorporated business in the beginning. Tax benefits are usually tangible when your company is already successful enough. So if you are just a startup, you can probably forget about tax benefits.
Building business credit means companies are evaluated independently from their owners but that doesn’t necessarily have to be a good thing. If you are a startup with no cash in the bank, no sales and no clear plan, that fresh business credit won’t be of help much.
Finally, saying an incorporated ecommerce company is a lot easier to transfer to other individuals or companies leaves out a very important aspect. Before transferring your company (hopefully selling it for lots of cash) you need to build this ecommerce company. So again – this won’t help you that much either.
But the biggest disadvantage small ecommerce businesses that incorporate have to face is paperwork. Lots of paperwork. You will have to fill in state reports, organize annual meeting and deal with involved bureaucracy.
Then there’s the fees. You’ll be paying fees for legal council, tax filling and others. Professional help is not cheap. Plus you get the minimum franchise taxes and others. These amount to thousands of dollars in fees, which is a bit much for small business owners.
So incorporating a company is no easy feat. Or better said – it’s not easy to manage an incorporated company if you are a small ecommerce business owner working alone or with a small team.
But if you do find yourself in need of incorporating the business, here are the most important type of corporations you can choose:
LLC – Limited Liability Company
You have probably heard one thing or two about LLC (Limited Liability Company). It’s the most popular form of business among small and medium businesses, including online store owners. It combines what is called pass-through taxation for its members with the limited liability corporations provide.
Although not technically a corporation, it is a great choice for those that want to join a limited liability partnership. It basically works as partnership or sole proprietorship in terms of taxation. This means the owners (called members) pay taxes on the LLC’s profit directly. The company doesn’t fill taxes separately, which makes things a lot easier to manage.
This types of businesses are actually pretty young as a commercial concept. The LLC structure was first formed in 1977 and now it’s accepted in all US states and a throughout most of the world.
At the heart of LLC stands the “Operating Agreement“, a document signed by all members, setting the rules under which the company will be managed. It covers things such as profits sharing, company management, adding or removing members and more.
The LLC is the most popular choice in the world right now for forming partnership, usually chosen by groups of up to 5 members.
Although starting and managing a LLC is less complicated than a corporation, it is still more complicated than starting and managing a sole proprietorship or a partnership. You will probably have to hire a legal counselor to help you with the set up and operating the company.
The Regular Corporation (C-Corporation)
The Regular Corporation is … well … the corporation. A company organized as a corporation is a separate legal entity from its owners (called shareholders). The company can thus protect owners from liability issues or company debt.
The corporation provides advantages such as:
easier capital inflow (through stock sales),
ownership can easily be transferred through stock transfer
being a separate entity it can and will act independently from its owners. This means it can sue and get sued, it can own property and it will be taxed independently from its owners
tax advantages can be substantial (a lot more business expenses can be deducted)
Once the corporation is set up, it will pay taxes separately from its owners. This can lead to double taxation as companies are taxed on profits and once those profits are distributed, shareholders will also have to pay income taxes. The double taxation problem is solved by incorporating as a S Corporation (see below).
Corporations are not necessarily ran by its owners. The shareholders own company stock. This gives them the ability to elect Directors, organized under a board of directors. Once this board of directors is set up, they appoint Officers (CEO – Chief Executive Office, CFO – Chief Financial Officer etc.), which are the people that actually run the company on a daily baisis. Of course, if you own 100% of stock, you can appoint yourself as the one and only director, be the officer and run the company.
On the other hand, if your company will be owned by more individuals, the Board of Directors and the Officers will run the company. Both the Board of Directors and The Officers have to abide to an internal company document called “Corporate Bylaws“. This document sets the rules on operating the company and can be extended or modified as the company evolves.
The Corporation is a lot more formal than the LLC and of course, the Partnership or the Sole Proprietorship. The records have to be carefully maintained, there is a mandatory yearly Directors and Shareholders meeting and every decision has to be documented and reported.
Although the corporation is harder to form and maintain, it is the oldest and most reputable form of business organization.
Registering as a S-Corporation
When registering as a corporation, you should take into account the S-Corporation. By filling in the appropriate tax election form to the Internal Revenue Service, the company will be taxed as a Sole Proprietorship or a Partnership.
The main advantage for you and your partners is that income and profit is passed through to the shareholders, thus solving the double taxation problem mentioned above.
Even though you’ve solved the double taxation issue – you’re still stuck with the paperwork and specific regulation, which can be a burden for online retail startups.
To wrap things up, here is a rundown of the main types of incorporated business structure you can choose, each with its own pros and cons:
Once you have decided on whether you’re registering your business as a sole proprietorship or incorporating it you can check the specific regulations for your state here and start the registration process.
Why is product distribution so important? Because it’s a big chunk of the cost of shipping a physical product. How so? Well – a very important part of retail is pricing. The most important part of pricing is the cost. To get a complete view of how much a product would cost, retailers think in terms of net landed cost.
Listen to this article below:
What is net landed cost?
The net landed cost is the sum of costs associated with manufacturing and distribution. When thinking in terms of net landed cost you have a better chance of understanding your total cost.
Net landed cost = Costs(Product manufacturing + Product distribution)
A common fallacy is thinking of costs just in terms of manufacturing, either from a purchase only point of view (how much you pay your supplier for a given product) or a more inclusive manufacturing point of view. The manufacturing point of view assumes that even if you are not manufacturing the product yourself, you still have the liberty to choose another supplier or change merchandising altogether.
The most important advancements in retail, in terms of supply and cost effectiveness, have focused largely on manufacturing costs in the past decades. This has lead to increasingly efficient production lines, a more competitive manufacturing market, shifting manufacturing overseas and many others.
This manufacturing improvement trend has had beneficial results on the customers life through more accessible, more diversified merchandise. It also meant companies managed to sell more, to more people. Companies such as Walmart have grown to their existing magnitude thanks to a wide network of suppliers, providing them with products manufactured at the best possible cost.
Product distribution lagged behind for a long time. Explosion of ecommerce is changing this.
Lots of retailers improved their ties to manufacturing but there was one part that has been left mostly untouched. That was the product distribution. Distribution costs have decreased but not dropped.
To get a better view of why, get a glimpse of what are the factors that weigh in the distribution costs basket. Here you have costs associated with getting a product from the manufacturer to the customer. This includes freight, stocking, customs, costs associated with store development and maintenance, marketing costs, customer support and others. This is a very large area and a lot of work to be done. And it happens on a very wide area (globally) and in many un-optimized industries. Freight is still in the 20th century in many parts of the world.
Product distribution and delivery is changed by technology, data and omnichannel retailing
Today, distribution is changing, and it’s changing fast. As a result, the associated costs will follow.
At the forefront of this change we have several factors, one of which is omnichannel retail. Omnichannel means working with product delivery across all channels. The other two key game changers are technology data. This is how they weigh in and these are the areas that will be soon transformed:
Improving merchandise distribution by improving logistics
Logistics have not been fully transformed by technology. For example, freight has been virtually unchanged in the past decades. Think about it this way: cargo ships are still loaded after excel files are checked, faxes are sent and handshakes seal deals. For a large part, the industry is archaic and it’s but a question of time until it will be transformed. There is a lot of room for disruption and companies such as Freightos have challenged the status-quo and promise 10-17x ROI. In weeks.
And it’s not just freight. Fleets of small vans contractors have taken up the Uber model and are now roaming the streets of Hong Kong to deliver goods the likes of DHL and UPS can’t.
Working with shipping hubs + local stores decreases product distribution costs
Working with a combination of warehouses and local distribution centers (such as local stores) makes possible and desirable a few things that previous retail models couldn’t. First of all it allows for a better inventory transparency and improved shipping effectiveness.
In the past customers would otherwise expect orders placed online to be shipped at home with larger costs and delayed shipping. Now they can just pick up orders in store. The 2020 Covid-19 outbreak accelerated this trend.
Even more: they can have the closest store ship their purchases shipped at home, instead of mixing the order in a large, central warehouse.
Omnichannel retail means selling online, in-store and distributing products from multiple hubs in a way that makes it cheaper, faster and more reliable. It also makes possible having just a limited number of products in store and keep the most either in the warehouse to be shipped when convenient or with a supplier. By reducing store footprint companies can reduce fixed costs associated with marketing and distribution of products, thus decreasing costs.
Better product distribution through better data improves marketing and advertising
John Wanamaker was a retail innovator. He is credited with the fixed price and money back guarantee marketing concepts. Wanamaker was one of the pioneers of the department store and loved advertising. He is also credited with the famous saying :
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Good thing that was more than a century ago.
Marketing is now changing rapidly and unfortunately for some advertising agencies, long gone are the days when the Mad Men of advertising charged millions for concepts that could or could not work.
With the rise of digital commerce and omnichannel retail and the smartphone to bridge the gaps, data is all around. Marketing is now data driven and the half of budget Wanamaker complained about can now be easily tracked.
Advertising is data driven and marketing costs are constantly improving.
By improving distribution and decreasing distribution costs we have two very important things happening. The first is that companies engaged in improving this area will be more profitable and more inclined to continue on this path.
The second thing is that lower distribution costs mean better prices for the consumers, therefore an improved appetite for consumption. Improved profitability and decreased prices – these are two very strong forces that will shape tomorrow’s retail. And it’s happening today.
Are you thinking about how to start an online store without inventory? Do you want to understand how such a business works and how to be on top of your game? I wrote this guide to help new ecommerce entrepreneurs get started with an online store without inventory in 2021.
My name is Mike Dragan and for the past 17 years I’ve worked with some of the largest consumer brands in the world to build and improve on their ecommerce strategy. If you ever get stuck or have some questions, do shoot me line and I’ll try to answer.
In this guide you’ll get an understanding of what makes an ecommerce business work. You’ll notice that, just like a car, the things that make an online store are usually under the hood. How you present them is obviously very important and I’ll guide you through the best apps you can use to showcase and sell your products.
As you’re starting your journey into entrepreneurship and starting a new online store the first thing you might ask yourself is – how do I start an online store without an inventory? Given the fact that you are probably low on capital this is a very important question and I’ll help you understand how to navigate this issue through finding suppliers, developing a “supply chain” and making sure you are able to fulfill your orders in a timely manner.
Here are the 3 chapters I’ll guide you through. At the end of this guide you’ll be able to start selling like a pro:
10 steps to start an online store without inventory:
Basically there are ten main areas you need to focus on when starting an online store without inventory. These are:
Finding your niche and understanding your market. Building a go-to-market plan;
Finding the right business model (how will you make money?);
Registering your business;
Finding suppliers, developing a supply chain, pricing the products;
Developing a fulfilment operation (understanding how you or your staff will pick, pack, ship and handle product returns) and preparing for customer care;
Building a brand identity and building your web store;
Posting products and adding relevant content;
Adding sales channels to your business;
Marketing your store;
Testing and fine tuning;
That’s a whole lot of bullet points but don’t worry. An online store is still a business and businesses are built by entrepreneurs just like you.
But keep in mind…
Starting your online store without inventory is hard work but you can do it.
This guide will work as a framework for you have to do to maximize your chances for success. Depending on where you are and the type of products you will be selling you may need to adapt as you go but you can rely on this framework to guide you through building your store.
So let’s dive in:
1. How to find a niche market for my online store?
“I’ll sell everything” is not going to work. You will need to find the right market you are going to sell products in. Especially if you have no inventory, your online store needs to be optimized for a specific type of product and consumer. This is called “product-market fit”. Basically making sure that what you sell has a potential group of consumers that will buy it from you.
There are three very important things to take into account when starting your online store and discovering your market:
what value do you provide for other people?
what type of value do you provide that other companies don’t?
are there enough people interested in the products you are going to sell?
The first thing you have to understand is that your business has to provide value for other people. Just as people do, businesses strive for purpose. Without providing value in a clear and straightforward way, you cannot expect your business to be successful.
Find out what people need or want. A combination of both is great but if you have to choose, go for need – it is way better in the long run. Find out how you can supply these products or services. This is the value.
The second thing you have to take into account is that other online stores may provide the same kind of product. Do your research. Google the type of products you want to sell. Check Google Trends to see how the terms for your products have evolved throughout the years. Compare the number of product searches with the number of companies providing the same type of value you’re planning on offering.
There is a dynamic between demand and supply that you cannot ignore. You are looking for a market that is booming but there are not many competitors. And that’s were the third point comes in: your online store has to provide value for lots of people.
You may like hoodies for cats very much. Hence the question – how to start an online store without inventory for my passion. Is hoodies for cats such a good idea? You are addressing people in your country (don’t think you’re going international just yet), who own cats, who think that dressing up cats is a good idea and who like hoodies. A pretty small market, don’t you think?
The lower the market size, the lower your chances for success.
To start an online store without inventory you need a large market you can make a dent in. The higher the market size, the higher are your chances at building a great business.
See the graph below on where you’d want to place your business in:
So there are two great combinations that you can choose. Both need as many customers as possible. You should strive for a market where there are plenty of people ready to buy your product.
The best place to start an online store without inventory is the one in the lower right corner – few competitors, many potential customers. That’s where few companies will compete with you and there are plenty of customers willing to buy your products.
To position your online shop there, you need to identify a need before the competition and quickly get as much market share as possible.
The other option to start an online store without inventory is the market where there are a lot of competitors and a lot customers. This means this is an established market and you’re more likely to succeed if you prove yourself better than the competition.
If you make small changes in the way you sell products you will be able to compete with established leaders. Later on in this guide you’ll see how to create innovative business models for your ecommerce store.
How to create a plan for my online store?
Once you have discovered the kind of product(s) you will be selling it’s time to start planning on how you’ll start your online store with no inventory. You will notice that I’m using the term “plan” – not business plan. That is because this is your plan. It has to come as a natural idea and set of targets you want to accomplish in the future with the business you’re building.
There are nine important questions you need to answer when planning your future online store. Try to be as clear as possible when answering these questions. It helps a lot when thinking about how to start an online store without inventory.
9 things to think about when building an online store without inventory:
What products will I be selling on my online store?
Who are my competitors?
Who is my customer?
How do I convince the customer to buy my products?
I don’t want to hold inventory. Who will be supplying my products and how?
How much will my products cost and what profit am I making?
What are the costs I expect to have when running my online store?
How am I going to cover the costs?
How much revenue am I expecting in the first 3-5 years?
Answering these questions will get you thinking and preparing for the future. You will notice that these are actually the questions you need to figure out the answers to when building a business plan as well.
However, take your time to think through these questions. Find information to support your expectations. Question your own assumptions because the market will surely do so. If you’ve taken into account all these questions you basically know how to start an online store without inventory. Planning is an important part of building your online store.
2. How to find the right business model and make money with my online store?
You’re probably thinking the ecommerce business model is pretty straight forward. You post some goods online, someone orders them, you ship them and collect the big bucks.
Well, that is why you need to know that even if the logistics and operations may look the same in all ecommerce business, the differences can have a huge impact on how you’re building yours.
I’ll walk you through the 5 ways on ways you can make money with an online store without holding an inventory. Afterwards we’ll look through different implementations of the B2C model (business to consumer), the one you’re probably aiming for.
How to start an online store without inventory – the 5 business models I should consider
B2C online store
B2C Ecommerce is the most popular form of commerce online. The B2C stands for Business to Consumer and that’s exactly what it means.
Online stores (aka “The Business”) will deliver goods (either from their own inventory or from a supplier), post them online and sell directly to the customer (“The Consumer“). The Consumer browses an online store and hopefully buys the items posted online. When this happens, the online store team is notified. They wither contact the supplier to receive goods or they will pick the merchandise from the warehouse shelf, pack it and ship it to the consumer.
Most of the online stores you are familiar with are focused on this type of ecommerce business model. Some examples you might be familiar with are Walmart.com, Target.com or HomeDepot.com. The big difference between them and your future store you are asking the question – how to start an online store without inventory. They hold inventory and you will probably not.
But B2C is not just for the big players. Many ecommerce startups employ this type of business model. For example Bonobos.com and WarbyParker.com are doing just great selling directly to the consumer.
Bonobos is a fashion ecommerce retailer for men. The company manufactures and sells its own line of men wear and its main selling point is it makes shopping easier. How it does that? You’ll find out later in this guide.
WarbyParker.com sells stylish eyeglasses and sunglasses directly to the consumer. It is a great example of finding the right type of product at the right time and packaging it with the right type of social activism twist. When you buy a pair of glasses from them, a social mechanism makes sure that part of the money you’ve paid go to those in need of eyewear in the developing world.
But wait, isn’t Amazon a B2C ecommerce site, you might ask? Glad that came up. See, Amazon has started as a B2C online shop but since then it evolved past a single model. Most of its sales are still directed at the end consumer but Amazon also ships items to businesses (B2B ecommerce) through its Amazon Supply outlet. It also brings other sellers (businesses and consumers) in contact with its own customer database. This means Amazon is indeed the largest online retailer in the world, but it’s not just a B2C ecommerce website.
B2B online store
Another business model that works great is the B2B Ecommerce model. In this model Businesses sell merchandise to other Businesses through an online shop.
You might wonder why even mention this model. I mean, couldn’t those listed above just allow businesses to buy from their shops? Of course they could and most do. But here, I’m talking about a different type of companies, different type of products and most of all – different number of items purchased and different pricing.
Say you’re a company manufacturing hoodies for cats. Supposedly your market is not as popular as the smartphone market and your factory can ship 1000 beautiful cat hoodies every year. You could, of course, open an online store and ship these hoodies directly to the consumer. But you’ll find out that it implies development costs, marketing costs, customer service costs and you just want to be in the factory all day, trying to finally manufacture the perfect cat hoodie.
Along come Business A and Business B. These companies are probably retailers and have an established commerce operation, with a huge database of customers and they think they can sell 500 hoodies this year. And they want everything you manufacture.
How to start a B2B online store and decrease marketing costs?
Before these companies came along you’ve done the math and thought: “My cost for each manufactured hoodie is 10$. I’ll sell these hoodies for 20$ and make a nice profit.” But then you went on and started selling on your own and saw that including marketing, shipping and other expenses your cost rose up to 18$ and you’re actually making only 2$. Not that much, is it?
But now both Business A and Business B decide they can offer you 15$ for each hoodie and they are going to buy everything you manufacture. On one hand they are offering you less than your asking price but in the end your earning 5$ instead of 2$ so you decide you’re better off selling directly to Businesses.
This simplified scenario is the basis of the B2B ecommerce business model. It means that businesses (either manufacturers or wholesalers) sell directly to businesses and offer incentives to those that buy in bulk. The usual incentives are lower prices, extended payment conditions, free shipping or custom manufacturing.
Some of the most popular B2B ecommerce sites are Quill.com, AmazonSupply.com and of course AliBaba.com, the largest B2B marketplace, connecting businesses in China to buyers all over the world.
By the way – if you are asking yourself how to start an online store without inventory – the sites above will become your go-to source to find suppliers that will send products to consumers when you receive orders. This is called a dropshipping model for ecommerce.
B2B2C online store
This is a rather new type of ecommerce business model. It stands for Business To Business To Consumer.
How does B2B2C ecommerce work?
Say you have your own stocks and you’re selling your cat hoodies through your very own ecommerce website and it works pretty well. But you’re thinking – why not sell more?
So you think of new sales channels, the type of opportunities where your cat hoodies can sell even better if exposed to a larger number of customers. Kinda like Amazon or eBay.
Larger retailers, such as Amazon, offer you the possibility of selling on their own website. You supply the goods and post them on the Amazon Marketplace, for example, and next thing you know -bam! – your cat hoodies can be purchased by Amazon’s customers. Same thing happens with an Etsy shop. Depending on your decision you can either fulfill orders on your own (receive orders from Amazon, pick, pack and ship yourself) or just let them handle the logistics, through their Fulfillment by Amazon program.
C2C online store
So we’ve covered businesses selling to customers and other businesses. Shouldn’t consumers sell to other consumers too? But they do and this area is actually booming.
Consumers usually meet other consumers through online marketplaces. By far, the most popular is eBay.com, the place where anyone can sell and buy anything. Even though eBay hosts businesses also, we will focus on the individuals selling their items through these type of systems.
The online marketplaces enabling C2C ecommerce help sellers post their goods online and buyers to find them.
There are many mechanisms in place to handle these transactions, things such as product showcasing, selling, payment and feedback. But if we were to look at what makes C2C marketplaces work this has to be the network effect and peer review. The network effect means that the more people engage in trading goods in a marketplace, the more people will come and more successful the marketplace will be. This effect also ensures seller and buyer lock-in: the more people are buying or selling, the harder it is for someone to leave the marketplace. The reason – where else will this person find so many customers or merchants?
The second big feature that defines C2C marketplaces is peer review. When you’re buying or selling through this type of systems, you really don’t know who’s on the other end. And because relying on luck and having faith in the good character of people is not the most efficient solution, marketplaces introduced peer review.
When someone buys from a merchant and they get what they asked for, they offer a positive review. When they don’t, and things take a turn for the worse, they slap the merchant with a negative review so others know the merchant is not to be trusted.
The same goes for the merchant. If the customer doesn’t pay up or somehow tricks the merchant – there’s always a bad review at hand to get things leveled.
Once these reviews start pilling up, they start working as a certificate of good standing (or bad standing). If you are a honest merchant or customer, you won’t leave the marketplace that stores this certificate. That’s because reviews are a valuable asset that help members trade in better conditions.
Why mention all these? Because building a C2C marketplace is really, really hard and expensive. For example eBay lost $100 million trying to enter the Chinese market before giving up to AliBaba. It’s that kind of expensive so I would rather advise against building a general C2C marketplace if you’re a startup.
You could, however find a niche where individuals are willing to trade with one another and cater to that specific niche.
For example: Etsy.com is famous for building the biggest handcrafted C2C ecommerce community. Uber and Lyft bring individuals in need of transportation in contact with those able to provide these type of services. In fact, Andreessen Horowitz, one of the leading Venture Capital firms lists Online Marketplaces as one of the most promissing directions for startups.
C2B online store
Yes, C2B (Consumer to Business) eCommerce is a thing. It might look a little off but there are great ways to start an C2B ecommerce business. There are also some great established services that help connect individuals to the businesses in need of their products or service.
An example of Consumer to Business ecommerce model
Reverse auctions are a great way for individuals to post how much are they willing to pay for a certain product or service. A C2B Ecommerce site can collect these auctions and forward them to companies willing to fulfill them. For example – the basic model behind the likes of Groupon.com or LivingSocial.com is a combination between B2C and C2B. Companies post their offers but the consumers have to vote by purchasing these offers. If the minimal number of offers is not met, the offers are not activated.
Another great example of the C2B ecommerce model is Elance.com. The website is one of the first businesses that connected freelancers to potential contractors (usually businesses). Freelancers would go online, post their capabilities and those in need of their services would hire them for a limited time or project based.
Monster.com is another great C2B example. Yes, people posting their resumes and getting recruited is a type of commerce where The Individual is pitching The Business to buy his services (aka hiring).
If you’re an one-woman or man startup, this can be a great way to setup something quickly. In fact, most freelance developers or graphic designers practice this type of commerce. Either through large marketplaces such as Elance.com or just by posting their resume and portfolio online and getting orders through a simple contact page.
How to start an online store without inventory and sell to the government
The models above are the most popular ways to start an online store without inventory but they are not all. There is a separate class of ecommerce business models that has to do with the government. When the government wants to buy products or services from businesses it will post the tenders on a G2B (Government to Business) portal that handles auctions and offers.
If the businesses want to market their their offers to the government, they will employ a B2G business model. See that? G2B vs B2G – pretty simple stuff.
A final model is G2C – government to citizen. Using this model, government authorities can auction goods directly to the consumer. It also works as a way of connecting citizens directly to the authorities and decrease bureaucracy when issuing documents or collecting taxes.
Six innovative business to consumer ways to start an online store without inventory
Let’s say you’ve studied all these great ways of starting an ecommerce business and you finally decided on one of them. The vast majority of online shop startups are built on top of the B2C business model so the next part of this guide will focus on a few innovative ways of implementing an online shop.
The basics all stay the same. You are still an online shop owner trying to attract the right kind of consumers and provide them with products they will love. But how about some inspiration from the most innovative business models out there?
1. The right fit
Remember Bonobos.com we’ve talked about earlier? Well their whole selling point goes something like this: most men don’t really like shopping. They like to wear clothes that make them look good, without spending too much time choosing. We can make this happen.
That is especially hard when you’re an online store and your customer can’t see, touch or try on the product your selling. But it can be done. To make it happen, Bonobos mixed its great designs with few things to keep the customers happy and relaxed:
Ninjas. What? Well, not real ninjas but some pretty great customer service representatives that are willing and happy to walk customers through buying the right piece of clothing.
365 days return. Not the right fit? Maybe the customer is too busy to return the merchandise within the standard 30 days. Why not extend that to 365 days?
Free shipping and free returns. This means the customer has no reason to drive up to a brick and mortar store to try on the products. Shipping and returns are free so basically everyone can try on their new chinos at home. If they don’t like them, they send them back.
Try on everything. Bonobos has a special kind of store – the one that lets customers schedule a “try on everything and if you are happy with what you find, you get your stuff shipped home” session. Also – preferences are saved so next time the customers wants to click-shop, he knows exactly what’s the right size.
The key take away is if you’re building an online store, it has to solve a problem. Bonobos solves the “shopping for clothes is boring” men problem and promises the right fit without the headaches of chasing a pair of pants all day.
2. Flash Sales
There’s a whole post on Netonomy dedicated to Flash Sales. Basically, these type of online shops sell discounted merchandise to registered members.
Take for example Ruelala (pic above). Customers have to provide the shop with their email address to register as a member. This means that basically anyone who enters the website is also subscribing to an email newsletter.
In exchange customers get discounted, usually designer or brand name products. If you like to know more about this ecommerce model, please click here.
3. The subscription pack
Most online shops have thousands of products listed. This is a great advantage over brick and mortar stores which have to actually stock on all those products. Online shops can stock on the minimal amount and later on deal with orders through supplier dropshipping but more on that later.
A new trend emerged that deals with showing just the right amount of products customers need in a given period and ship those products in a subscription based model.
Take Manpacks.com for example:
What Manpacks does is list just the minimum amount of products men need in any given month. Customers setup their pack and receive it every month, based on a subscription.
There are many advantage in starting such an online shop:
Predictability: because your revenue is subscription based, you can estimate your monthly, quarterly and annual revenue accurately. This way you can plan for the future and balance your company.
Economy of scales: having few products on sale and lots of customers means you can negotiate with suppliers better prices for the products you’re selling. This means you can also profit more and sell your products cheaper.
Marketing is easier: with few products in your offer you can simplify your marketing and communication and improve your customer acquisition (again – more on this later).
4. Community designed products
Are you familiar with the term crowd sourcing? It basically means asking lots of people to do something for you or your company. In this case, we’re talking about designing products.
What Threadless.com did was build a community around the concept of designing t-shirts. Designers would submit their designs and the community would choose what t-shirts were sold. In exchange, the website shared revenue with said designers.
Of course, going against Threadless now is probably not a great idea but you can always build a business by channeling people’s passion towards a commercial goal.
Community: build and stand by your community. It is the key to creating a lasting brand.
Share and save: hiring designers is a costly thing but if you can take independent designers’ ideas and turn them into products you can save a lot on fixed costs. But you have to be willing to share.
5. Customising for the masses
Mass customizations is an ecommerce segment that’s growing really fast. Customers want to express their creativity and they are ready to pay for this.
This type of online sales are technologically advanced and need three really important things to function:
a store that can handle customisation input for the customers
a system that transforms this input to a set of instructions to a production line
a operational structure that can customize products in an automated manner so costs are kept in check
For example Nike launched Nike by you, a great way to customize their products. After a successful trial period, the program extended to many of the company’s products.
The final innovation I think you should take into account is 3D printing. Using specially designed machines you can build 3D objects and sell them to customers.
3D printing is a technology that is actually yet to take off but it sounds really promising. For certain products it can mean a reinvention of manufacturing and commerce. Imagine having your customers build the product in your store and having this product instantly printed and shipped. Imagination is the only thing that could limit what can be done with such technology.
Shapeways for example, started in 2007 as a marketplace for 3D Designers willing to design and sell their ideas. In 2012 it has passed the 1 million products sold threshold so there really is a market out there.
Because it is connecting designers to buyers, Shapeways is a C2C marketplace but probably the future will show 3D printing is not restricted to individual designers so B2C online shops might also leverage the trend.
This was the last of the six innovative ecommerce trends you could use to spark the right idea for your future shop. This ends part one of this guide. To wrap things up let’s walk through what you’ve learned here. First – the importance of finding the right niche and how you cult do that. Next, you’ve learned about the necessity of building your Plan when starting an online shop and the questions you need to answer when building said plan.
Last but certainly not least, you’ve discovered the main business models you can use to build your shop and six of the most innovative B2C ecommerce models. Pretty good for a day’s work.
Are you looking for the most important components of an Ecommerce Business? When it comes to ecommerce most of the information you’ll be able to find online is marketing related. Because marketing is the easy part. That’s why almost everybody assumes that all it takes to build an ecommerce operation is good marketing, a technological sound shopping catalogue solution and a lot of luck.
Listen to this post below or continue reading
Marketing and frontend ecommerce solutions are just the tip of the iceberg and in this post I’ll walk you through the most important areas you need to focus on (and you probably don’t) when building an online commerce business. Not site, not catalogue, business.
What does it take to build a great online store?
No successful store was ever built on luck and marketing alone. Top online retailers got where they are selling great products at great prices, delivering fast and making sure that customers are well rewarded for their choice. That takes a lot of work in areas most of us never notice, areas such as:
1. Suppliers and supply chain management
You are or plan to be a retailer in an increasingly competitive market. It means a lot to come up with a great idea, drive good traffic and convert it to sales but you can’t do that without the right products, delivered at the right time, with a price the market is willing to pay.
Suppliers meant a whole lot when ecommerce was not around. Now – even more so. When it comes to ecommerce, suppliers can provide you with the right merchandise but they can also take the stocks burden off your shoulders. Amazon, for example, relies heavily on its marketplace partners to increase listed products number, without buying stocks for those products.
Key take away: before starting an ecommerce operation make sure:
you have enough and the right merchandise suppliers
they are financially and operational safe
they are able to provide real-time stock inventory
Post brick-and-mortar retail relies on electronic communication and product display. But when a product is bought it has to come from somewhere, right? Seal the deal with the suppliers and it’s off to the Warehouse, that magical place where online retailers pick products from the shelf, pack them neatly and prepare those products to be delivered.
Sounds simple? Well, usually, it is not. A decent store with its own warehouse operations has thousands of products at any time on its inventory, employs at least a couple of dozens of people to store products, pick and pack, and prepare for delivery. That’s why so many large companies choose to outsource their fulfillment operations to “third party logistics” suppliers such as ShipBob (cool brand, right?) or the ever-growing Fulfillment by Amazon so they can focus on what they do best (usually purchase the best assortment of merchandise, service customers and marketing).
Key Take Aways: A much larger post regarding 3PL/YPL (third party logistics) will soon be available on Netonomy.NET but until then, let’s have a look at things to consider when developing your own warehouse operations:
technology is the key – all 3PL service providers use technology (warehouse management systems) to know at all times where the products are, what’s the most efficient way to pick those products, who should be the person in charge for each package and others
think about the season – some seasons (such as the Holidays) are more operationally intensive then others. Be ready to employ temporary workforce to fulfill your orders
everything needs to be tracked and monitored – security and accountability are the key to handling large numbers of orders and workforce
3. Shipping and returns
Just as mentioned above your merchandise may be displayed and marketed online but it has to be packed and reach its destination in the real world. That’s why you need a good warehouse management and that’s why you need a great shipping service.
Shipping is usually an outsourced service. The best thing to do, unless you’re swimming in cash and you want to start competing the likes of FedEx and DHL, is employ one of the shipping providers and negotiate your way to a marketable shipping cost. Such a cost is likely to be, in the future, one you will be paying yourself – so pay attention.
Once you’ve contracted these shipping providers integrate their system with yours so you can streamline packaging and delivery.
Once in a while customers do not like what they’ve bought. You will need to handle the returns and reimburse customers for their purchase. Here you can team up with the shipping provider but your store has to handle all the communication.
Key take aways:
hire a shipping provider – It’s probably not worth it to have a shipping service of your own
pay attention to systems integrations when it comes to online store – warehouse – shipping flow
handle your returns as gracefully as possible – it may mean the difference between an unsatisfied customer and a lifetime brand ambassador
Before we skip to the next component I just wanted to make sure you’ve noticed I haven’t yet mentioned anything you would expect would be ecommerce related or innovative. So far – it’s just plain ol’ supply chain management and logistics. Got it? Great. Let’s move on to …
4. Client Relationship Management (CRM) – software and policies
Before even considering selling – you need to think about how are you going to treat your customer and keep him coming back. That’s where CRM comes in. While the term is usually used to describe a type of software, it is actually the term describing the whole policy on how are you going to handle interactions between you and your customer.
CRM needs to be “customer-centric”. Big words – but what do they mean? It just means that everything you do needs to be done “for the customer, by the retailer”. You need to understand the customer purchase patterns so you can recommend the most suited products. You need to record purchases, interests, preferred channels and basically all there is to it when it comes to understanding your customer.
Then act on that – after you’ve analyzed data make sure customer care, warehouse operations, shipping providers and even your purchase operations – all know who the customer is and what it wants.
Key Take Aways:
CRM is not just software – it’s a company policy on how to treat clients
Profiling is a must – understand as much as possible about your customer so you can serve better
“Customer-centric” is not a buzz-word – it’s common sense
There is no “client service department” – everybody working in an ecommerce store needs to know who the client is, record interactions and treat customers accordingly
5. Ecommerce catalogue and product display
Here’s one you surely expected, maybe not so down the list: your online store catalogue. Of course – this one is important. Without one we would be back to mail orders and inventing the wheel. However, as you’ve probably seen so far – it is just a small part of the whole ecommerce store business.
When it comes to it some things you really should be taking into account:
make sure you don’t over-design your store – your products are the most important items. Make them shine.
analyze and predict: predictive analytics is the practice of analyzing users behavior and predicting what would they rather buy at any given time. Read more about it here.
search, search and let’s not forget search: most of your customers will be using a search engine to navigate to your store (1) . Make sure your store is optimized. Once there, when in doubt, they will want to search for products (2) – make sure your site search works. Finally – when their order was shipped they will want to search for its location (3). Show them.
2020 update – Live Stream Shopping
As the world got more connected and customers began experiencing rich media on other platforms such as Instagram or Snapchat, they started expecting better shopping experience. Live Streaming became easier to do and the hottest trend for 2021 in online and offline retail is Live Stream Shopping. With brick and mortar retailers closing stores and online retailers trying to improve the shopping experience it seems Live Video Shopping is here to stay.
6. Marketing and loyalty programs
I know, i know – one includes the other. But for the sake of the argument let’s just assume that maybe loyalty programs online are so important that they should be a separate item to marketing. Because they are.
Loyalty is really hard to acquire these days. Especially when it comes to ecommerce. Most users will be searching for the lowest price and buy from whomever the seller is. But you can fight the trend with loyalty programs such as:
rewarding purchases – reward your users with points they can spend on your store. It’s really effective in keeping your customers tied to your brand, as well as making them feel great about it
social shopping – make your customer feel like a king when he can give out discounts and freebies to its peers and friends
reward social media – most online users have some kind of influence in their micro community of friends. Encourage them to take part in your story, share your products and reward them with freebies, discounts and … well …sometimes “Thank you” is enough
As for marketing at large – there is an increasing number of marketing solutions you an use to market your products and store but not all are alike. Not all are as efficient. Focus on:
Search engine optimization and paid search results
They may not look like much but together the “incredible four of ecommerce” can mean the difference between a failed startup and the next Amazon.
Last but not least …
7. Showroom and offline purchases
What – you thought that brick and mortar is all gone? Of course not. Online retail is still at just 7% of total retail but growing fast. One of the things that’s helping it grow is showrooming. That is the practice of checking a product in-store and buying it (usually cheaper) – online.
Don’t think about ecommerce as online-vs-offline. Think in terms of customer. The customer wants to feel the product before it makes the purchase. So you’ll need to show it to him. Even a small offline showroom can work miracles for your online store.
So now you have it – online retail is a rather big iceberg. Most of it unseen. Check where others don’t look because that’s where you’ll find success in ecommerce.
Is Brick and Mortar commerce dead? Absolutely not. Is eCommerce the most important sales channel in the future? Irrelevant. Neither online or offline sales really matter in the big picture. What matters is how customers shop and how much has digital changed the way retailers do business.
In 2013 36% of overall sales in US were influenced by digital. As social media influencers gained more and more … well … influence, this trend continued and now 49% of the total number of consumers in the US depend on influencers when purchasing, with 60% of teens depending on recommendations from celebrities and people they follow on social media.
So what does this mean for you and your commerce business?
1. Sales are now lead by (social media) influencers
This is not new by any means. Influent people will drive sales.
What’s new is the media they use to do this and their profiles. In the past we were influenced by celebrities smiling at us from glossy magazines and the TV.
Now the influencers that drive sales are people with access to a mobile phone, an internet connection, a channel on one of the social media outlets and a care for their following.
Reaching out to these new influencers is now a key factor in building your brand, your community and your sales.
2. Influencers are now an actual sales channel
A growing trend in emerging social networks is to build their business models on something outside of advertising. One such business model is commerce based revenue rather than advertising. As Facebook and YouTube have hyper-optimized their advertising models, newer social media outlets needed to innovate.
Enter live stream shopping. With this model, influencers can sell directly to their followers, charge a certain commission fee or even build their own product lines.
3. Brick and mortar shopping is definitely not dying. Unless it has to.
89% of all retail sales still happen in the confines of a physical store. Wait, what?
It seems that what’s causing retailers problems is failure to engage customers on all channels. Customers are pre-buying (shopping) on ecommerce sites but they pick-up, try on and eventually buy a lot of things in the physical store.
With Covid changing this in 2020, ecommerce stores have received more traffic and sales and brick and mortar stores need to join digital sales somehow. Some use live stream shopping to do that.
The trick here is getting the big picture right. To thrive – use different customer journey points and engage digitally in a relevant way. Customers may shop online and get an assortment ready but they want to enjoy the experience. Either in-store when possible or digitally through live videos. Just placing discounts in the mobile app doesn’t work. Each part in the shopping experience has to be personalised to that particular medium and need.
This means the auto industry and especially auto dealerships have taken quite a hit. The main culprits: restrictions, Covid-19 related health worries, uncertainty about future income.
As such consumers have postponed planned purchases. However, the desire for purchasing new cars shows a quick rebound. However, the Covid numbers are still high. Automotive companies needed to find a way to replicate the in-dealership car sales experience, without endangering their staff and customers.
Car sales through live stream shopping
Some companies have taken bold approaches to selling their cars in times of trouble. One such company is the Renault Group. The company launched their new Dacia models (Stepway and Logan) in a live stream shopping session. For three days (2nd to 4th of December 2020), they’ve streamed a real-life presentation of the cars, using hired actors that were briefed on the car features.
The company used a live commerce solution to manage their live showroom and allow customers to ask questions. The flow of information was interactive, from the presenters to the audience, with the audience asking questions that were answered in real-time.
This is one of the first online campaigns for car sales that involves a direct to consumer sales channel. Traditionally, consumers were unlikely to buy through the usual ecommerce sites, given obvious lack in experience features that would convert visitors so prospects or directly buyers.
What does this mean for the automotive industry?
Covid has accelerated the digitalisation of many industries and marketing approaches. Big ticket item sales, such as cars, jewellery or real estate have resisted using digital channels to reach their customers.
What Renault has proven in their Dacia sales is that anything can be sold online, with the right experience. We just didn’t had the right tools. Until now.