From offline to online: E-Commerce


In 2020, the events (and in 2021) have had a major impact on consumer behavior as well as the retail industry. Many companies went to the internet for the very first time or increased their presence online. In actuality, the share of e-commerce of the retail market grew to the same extent in the first quarter of 2020, as it has in the past five years.

It’s not just small companies that are experiencing the digital revolution. The survey data of McKinsey shows that companies across the globe have seen a rapid increase in digitization of the customer experience by around three years.

While physical retail stores go back to normal business, however, the long-term consequences from COVID-19 on sales at retail remain significant. If you’re operating an actual store (or many) then it could be the right time to integrate your brick-and-mortar shop into the realm of shopping online. If you’ve got an existing online shop that hasn’t seen enough recognition, now’s an ideal opportunity to ensure it’s a reliable platform that can be a complement to your offline store within an integrated plan.

You’ve likely noticed that there are many SaaS products on the market that claim to make it easier to transition to e-commerce. How do you navigate through this process and make the most of your resources? What are the best tools and use them to maximize effectiveness?

There are two main components of this plan:

Start the preparations in preparation for launch.

Improve and promote the online shop you have created.

This article will explore these steps in-depth, and will show you how to set up an online store that will work with your offline store to make it an integral part of your strategy for retail.

We’ll also discuss the ways that five professionals from the e-commerce industry have been able to move from brick-and-mortar shopping to online.

Tommy Ekstrand, BigCommerce designer.

Rohan Moore, the founder, and CEO of the UK fashion brand, Olive Clothing.

Tahnee Elliott is the co-founder and chief executive officer of T.C. Elli’s Fashion Company within the United States.

Becky Sunseri, Founder and Chief Creative Officer at California-based scoop shop Tin Pot Creamery.

Courtney Harris, Director of Operations at Boston-based fashion company Sara Campbell.

Begin by laying the foundations for the launch in preparation for the launch. Yuri Shafranik

Choose your primary customers.

There’s lots of planning involved in the creation of a successful online store This is the reason it’s not a good idea to rush into building your storefront online without making a strategic plan.

Prior to anything else, you should answer these questions:

Who are your most important customers?

How do they locate your site?

For Tahnee Elliott finding and serving her main market was simple.

The Boston-based fashion company Sara Campbell had to quickly change its strategy to include an online store in the beginning. Since COVID-19 forced its 26 brick and mortar stores to close. Though initially they were concerned about what their current customers would react to the news channel. However, they were delighted to discover that their customers were open to the new store.

Then Courtney Harris, Director of Operations at Sara Campbell recalls: “Upon the launch, we got excellent results and positive feedback from our customers. Who had already purchased the product that this was something they had been anticipating for. The process of implementing and launching was also relatively quick. Closing stores on March 17 2020 and we officially launched BigCommerce on March 26, 2020”.

The majority of customers will be the ones who’ve frequented the brick-and-mortar location of a brand. The existing customer base is an important advantage because businesses can begin their journey by gaining a base of customers who are already attracted to the brand.

Your online store will achieve a greater reach than your physical location However, it’s going to draw the same audience that you’re used to serving in the physical store. Another reason why it’s essential to have your offline and online stores function as an integrated brand.

Choose your domain name.

The next step is to determine the best way to direct attention to your online presence and for this, you must select a domain that users can find your website in the online world.

There are two ways to pick the domain you want to use:

Pick a memorable name, that is SEO-friendly and will appeal to your target market.

Stay with the brand name you’re currently using.

Both strategies have their pros and cons. An SEO domain gives you a chance to:

Make your physical store brand more visible by introducing a new method

Develop an online platform optimized for organic search and traffic.

The drawback of selecting the domain name of your choice is that you’re not able to leverage brand recognition.

In that regard, picking the correct SEO-friendly domain will allow your business to reach out to an even larger audience. Especially when it’s combining with a website that optimizes for voice and text search. Yuri Shafranik

The BigCommerce Designer Tommy Ekstrand helped his father create an online platform for the brick and mortar paint store. Chose to use the name of a domain that appealed to a wider range of customers.

“We have come having an SEO-friendly version: US Paint Supply. We’ve had the family name website from 1998 however the site is strictly informative. The decision to choose a domain that was more SEO-friendly was to search for something more universal to our sales region (the U.S. the target market).”

Select the initial items to put on the internet.

The ideal way to go is for your inventory or products should be designed to be appealing to more people — particularly in the beginning stages of your business.

If you have a large variety of merchandise to choose from at your brick and mortar store We recommend condensing your selection to about 100 of the top-selling products for your online marketplace.

“We started by providing bottoms, tops, dresses, shoes, and rompers,” Tahnee said. Tahnee.

“Of course, we’ve added more items as we saw fit and reorganized our list so that the categories and subcategories changed according to demand and current trends.”

When you are choosing the items to sell online, ensure that you select items that are:

Top-selling items in your brick-and-mortar store.

Special requests for items or calls that are scheduled for 2-3x per month.

Another excellent way to improve your inventory online is to fill it with items that are widely popular. This way, you’ll be able to begin by appealing to a larger market (rather instead of focusing only on certain sections of the market).

Create your own meta descriptions and page titles.

If you’ve got a huge catalog that you’re hoping to be launched or expanded rapidly it’s unlikely that you’ll have the time to write descriptions of your products for 100 or more products.

In addition, long-length descriptions aren’t something you would like to rush through.

It is possible to create a set of pages and meta descriptions to make your marketplace online while you wait.

Here’s the way to do it:

Convert all your product and the product information into CSV files. CSV file.

Use the following format for titles and meta descriptions: is a used in/for.

In the event that your products happen to come in different dimensions and colors or if it’s essential to let your customer know its dimensions, then include these details in the description of your product.

It’s not difficult to create something unique on your page that showcases the product you’re selling.

As you grow your site to make it a better selling channel will be able to constantly revise and improve your descriptions as time goes by and expand them once the website is operational.

Photograph your inventory.

Utilizing original images instead of stock photos can give you the SEO boost you’ve been looking for.

If you’re using the basic phone or camera, then you could create professional-quality product photography for your shop. All you require is white paper for a background.

“Original images and descriptions of the images made us stand out ahead of other retailers that use images from stock. Alt tags on every image are essential,” Tommy commented.

“Most times, it’s just the product’s name, and possibly “Front” or ” back” or ” Side.” Since I’m selling paint Some examples include “C2 LUXE Gallon Satin and C2 the LUXE Quart’ with Eggshell.'”

If you’re in a field such as design or fashion you’ll have to set aside additional time to capture high-quality photographs of your product, particularly in the case of websites that feature models.

For Tahnee who was an employee in an industry that was showing photography inventory.

“Next step was to capture high-quality photographs of the product. This requires purchasing high-end equipment, and finding cameras, tripod professional lighting, professional backgrounds, models, and editing pictures, and educating an employee on how to help. Since we’re a boutique for clothing that is heavily focused on visual aesthetics and was required to reflect our brand.

Additionally, regardless of what you do, it is possible to think about buying photo editing software such as Photoshop and Lightroom.

Together with a high-quality camera, They are the best tools for creating eye-catching, sharp images that make your site be noticed.

all your sales data on your sales metrics on a single dashboard. Track your sales performance, inventory levels, and other information both offline and online channel without needing to keep track of many tabs.



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