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4 Key Steps to Adding an E-commerce Dimension to Your Business

Brick-and-mortar businesses still flourish, but many traditionally physical-only stores now need to transition into the online realm. Why? The competition is growing stronger, and with more players at the table, it’s difficult to set yourself apart if you limit your offer to a single region. That said, certain industries have been reluctant to join the e-commerce world for many years, mainly because the costs of running a digital operation paired with their physical presence significantly exceeded the return on investment on such projects. 

Today, striking the balance between opening up to online sales and continuing with your physical store is the key to business development all around. To help your brand transform and retain its identity when it adapts to its new model of operations, you should keep the following vital steps in mind. They’ll serve you to refine your presence, target your audience, and grow your business through the transition period without issues.

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Start by crafting a stellar website

There can be no e-commerce without a trusted platform to sell on. Think of your website as the digital equivalent to your brick-and-mortar store, a touchpoint that needs to impress, inform, and invite your customers, confirm your already known brand identity, and enable them to experience your business in yet another, convenient fashion. Whether you sell medical gear, gym equipment, or construction vehicles – your customers need to know that they’re in the right place right off the bat.

Make sure that your website is mobile-friendly since Google and other search engines rank websites primarily based on that key factor. Also, all of your pages, and all the content on them needs to load quickly, without delays, and provide a satisfactory experience. That means that your content should be keyword-optimized, informative, and relevant for your audience, your product images original and representative of the actual product. 

Above all else, you should let all of your website visitors know that your website is secure for shopping with prominent security badges notifying them of all the preventative steps you’ve taken to protect their security and most sensitive data. 

Look into your new target market

Some business owners may fear that their product is too specific and niched, while their target audience too difficult to sell to online. However, building an e-commerce presence for your brand allows you to reach new audiences and sell your products more effectively than ever. For example, in the oilfield industry, brands are now adapting to this new model of selling online, as even their customers want to research oilfield products online and are willing to make a purchase from a trusted vendor without visiting the physical shop.

Selling very specific objects in such an industry such as tubulars can be much more convenient with the help of your online store, when you implement the right strategy. By researching your target audience, you’ll be able to add the perfect imagery, write the appropriate content to appeal to your target buyers, and ensure that your brand reputation is preserved through this process. Even the trickiest of gear can be sold online when you craft a presentation worthy of your target market. 

Adapt your business strategy

In addition to building a stable, brand-worthy web presence, you also need to focus on your entire business strategy. Does your accounting department know how to work within an entirely new digital system? Do you know which payment options you want to enable for your customers? Are your marketing experts equipped to tackle both fronts with appropriate force to make sure your brand is promoted consistently across all offline and online platforms?

That is why you should revise your existing business strategy to encompass your new presence. It takes so much more than creating an e-commerce store to sell online. You need customer service representatives, marketing professionals, and proper funding for all of those endeavors. 

Don’t forget social media

Finally, in addition to your web store, you should consider the option to sell, or at the very least promote yourself on a range of relevant social networks. Why? Because your customers are there, and they use these networks to make relevant buying decisions, check what others feel about your business, and determine whether or not they should trust your brand. Social media platforms are also perfect for engaging with your audience, through direct messaging apps as well as public platforms, groups, and even comments on your own posts.

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Check your resources and expertise to make sure you have someone you can entrust with this portion of your business. They need to be able to portray your brand in a consistent manner, communicate with your audience effectively, and empower your e-commerce business through these social channels. 


Now more than ever, running an e-commerce business is becoming more profitable and sustainable no matter the industry you’re coming from. The time is ideal for you to switch to a new model that allows you to grow your brick-and-mortar presence while you expand your reach with the help of an intricate e-commerce strategy. Use these steps to ensure that your entrance into the realm of online selling is a stable one, marked by careful planning, a strategic approach, and continuous innovation. Use this simple guide to prevent making errors that could jeopardize your presence, and you’ll empower your brand to win over the hearts of your new target audience through yet another successful selling channel.

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Jacob Wilson

Jacob Wilson is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmark blog.

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