Every e-commerce business can be classified into the following.

  1. Inventory management
  2. Content creation
  3. Online promotions
  4. Order management
  5. Customer support
  6. Data analysis and improvement.

Setting up an e-commerce website by a vendor does not solve your e-com business challenges. The above 6 major areas need your daily working to make sure the e-com business is growing.

Inventory Management

Always start with a good inventory management system. There are many cloud-based tools available for this purpose. You can try Zoho’s inventory tool. The advantage of having your inventory online is, its easier to integrate with your e-com store stock, invoicing etc, to automate inventory updates. This is really helpful if you are selling on other marketplaces like Amazon/ Flipkart etc.

Content Creation

Invest in good content creation, with photographs, well-written product detail content, and if possible a video demo on how to use/ maintain your product.

  • You can set up a small photo studio in your own place, and hire a photographer. If you do not have in-house capabilities to identify the right photographer or direct him/her to give the right output, it is always better to hire an agency which can take care of these responsibilities.

  • Plan the right communication structure for your products. The content must explain the products, features, benefits (functional as well as emotional). They must be visually presented well with right photographs (multiple angles), short videos (for demo/ assembly/ usage/ behind scene etc), to create the right impression for the visitor.

Online Promotions

Invest in online promotions to drive traffic to your e-store. You can use FB/ Insta/ Twitter ads for driving sales-oriented traffic, which cost-effective. Combine these with emailing to your subscribers, customers and lead list. Google ads will be another option to add to your digital marketing mix. Efficiently use retargeting on google, facebook etc, to convert your website visitors or users who abandoned carts.

Order Management

Have a proper order management system in place. You can use your e-com site backend itself for this, or go for a dedicated tool like Unicommerce.

Customer Support

Customer support is very important. Get a detailed FAQ on your products ready, and available for your support executives. Also, have them published in your website. Create email templates for support tickets, questions, congratulating and thanking on a purchase, reminders on subscription etc. A well-designed e-mailer will always help in taking you forward.

Data Analysis

Lastly, but not least, analyse the data. From website traffic to ad performance, emailer performance, social media analytics, customer data, behaviours etc, to understand how you are doing. Which channel is giving you the best returns, where you have great conversions, which type of customers are giving more value etc.

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Published by Rajesh Joseph

Rajesh Joseph is an entrepreneur, digital & creative media consultant with 2 decades of experience. As the co-founder of MediaJenie, he is involved in strategy, media-solutions, and digital transformation of various clients we work with.

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