Are you ready to take your small business to the digital frontier? In today's world, having an online presence isn't just an option – it's a necessity. But don't worry, entering the e-commerce arena doesn't have to be daunting.

Now, while having a website in the 21st century is an absolute must, there ARE times where conducting ECommerce from your website might not be the best strategy. For example, I worked with a few clients who were a regular brick and mortar retail location. At the outset, as one technique to improve sales, I recommended they we build a website and begin selling on their website as well as in person.

After working with them for a little while, I changed my mind in that regard. I stated that, while having a website was a must-have, actually selling on that site was not recommended. Why? Because the owners were not willing to manage the physcial store in addition to the eCommerce orders that would come through and all the headaches that come with that (shipping, returns, etc.). Simply put, the amount of energy required to manage this extra channel was not worth the revenue I projected for them. So we opted to:

1. Build a website, but

2. Not sell product from it.

Let's explore five e-commerce strategies that can help your small business not just survive, but thrive in the digital marketplace.

Choose the Right E-commerce Platform: Your Digital Storefront

Build on a Solid Foundation

Your e-commerce platform is like the building that houses your physical store. Choose wisely!

Key Factors to Consider:

• Ease of use and setup (this is by far the most important in my opinion)

• Scalability as your business grows

• Integration with other tools (accounting, CRM, etc.)

• Mobile responsiveness

Popular Platforms: Shopify, WooCommerce, or BigCommerce

Pro Tip: Many platforms offer free trials. Test drive a few before making your decision.

Master the Art of Product Photography

A Picture is Worth a Thousand Sales

In the online world, your product photos are your sales staff. Make them work hard for you!

Product Photography Hacks:

• Invest in a good camera (or learn to use your smartphone effectively)

• Use natural lighting when possible

• Show products in use or in context (make sure your models are smiling!)

• Include multiple angles and close-ups

Tools to Try: Lightroom for editing, Canva for creating lifestyle images

Optimize for Mobile: Don't Lose Sales on the Small Screen

Mobile-First is the New Normal

With over 72% of e-commerce sales happening on mobile devices, can you afford to ignore mobile optimization? In fact, I can predict that there is an 80% chance you are reading this on your phone and not on a laptop of desktop machine. How can I say this? The numbers don't lie!

And trust me, I wish it were not this way. I MUCH prefer designing my websites on a desktop FOR a desktop. It's just easier. But there's no beating city hall and the house always wins; I gotta do what the people expect.

Mobile Optimization Checklist:

• Ensure fast loading times

• Use large, easy-to-tap buttons

• Simplify your checkout process

• Test your site on various devices and screen sizes

Leverage Email Marketing: Your Direct Line to Customers

Build Relationships and Drive Sales

Email marketing isn't just alive – it's thriving. With an average ROI of $42 for every $1 spent, it's a no-brainer for e-commerce. If you're not familiar with Email Marketing, then you're already behind the curve. I spend significant time and space discussing Email Marketing in The Tradesman's MBA and why you need to be doing it.

Boiling it down though, the main reason you want to leverage Email Marketing is because of how efficient it is. Yes, there's a lot of work to be done on the front end, but once it's running, it is essentially fire and forget marketing.

Email Marketing Strategies:

• Segment your list for personalized content

• Use abandoned cart emails to recover lost sales

• Create a welcome series for new subscribers

• Offer exclusive deals to your email list

Tools to Consider: Mailchimp, Klaviyo, or Keap

Embrace Omnichannel Selling: Be Everywhere Your Customers Are

Create a Seamless Shopping Experience

Today's customers expect to shop on their terms – whether that's on your website, social media, or marketplaces.

Omnichannel Tactics:

• Sync inventory across all sales channels

• Offer buy online, pick up in-store (if applicable)

• Provide consistent branding and messaging across platforms

• Use retargeting ads to reach customers across different channels

Platforms to Explore: Amazon, Etsy, Instagram Shopping, or Facebook Marketplace

Bringing it All Together

Remember, success in e-commerce isn't about having the flashiest website or the biggest ad budget. It's about creating a smooth, enjoyable shopping experience for your customers, wherever they choose to interact with your brand. By implementing these five strategies, you're not just selling online – you're setting up your small business for long-term success in the digital marketplace. Ready to take your business from brick to click?

Sincerely,

R. Altomare

Founder, BreathEasy Business Coaching and Consulting

The Shameless Plug

If you'd like to learn more about this and other key topics that help you manage your business efficiently and successfully, may I recommend The Tradesman's MBA? It covers all the topics you need to operate your small business effectively and efficiently. Planning, Strategy, Finance, Accounting, Inventory Management, Marketing and Project Management are all covered to help you avoid costly mistakes.

And, if you'd like to learn how BreathEasy Business Coaching and Consulting can help you lower your costs and keep more money in your pocket, please fill out the contact form on the homepage and I'll reach out within 2 business days to discuss your particular challenges.