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Top 5 mistakes retailers make online

WideModern_OnlineShopping_062413620x413The e-commerce boom has seen many bricks-and-mortar retailers make the move online.

But in their haste, some have failed to prepare a detailed strategy.

Focusing on the lessons that can be learned from others’ mistakes, here are five top pitfalls for new eCommerce stores – and advice on how to avoid them via Innovation Insights;

1. Falling for the “if you build it, they will come” hype:
Virtual stores require a well-designed, ongoing marketing and brand-building campaign to succeed, just as physical stores do. If you’re a well-established brand looking to parlay an existing following into a new retail channel, it will take less effort to entice online shoppers. But every eCommerce operation requires an effective marketing strategy. Search engine optimization (SEO) and pay-per-click (PPC) paid search campaigns are proven online marketing strategies that work well.

2. Relying on a single marketplace:
One great thing about the rapidly maturing eCommerce space is the many different marketplaces you can use to showcase your wares. You don’t have to rely solely on your site to generate business; you can list your products on other marketplaces as well, like eBay or Amazon, which already attract millions of buyers. Depending on the type of products you sell, you may also want to check out niche sites like Etsy or VeryJane. Listing on multiple marketplaces lets you avoid overreliance on a single channel.

To read the next 3 tips, visit insights.wired.com

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