Many people confuse e-commerce and e-marketing. Indeed, there is a very big difference between the two appellations when e-commerce is a branch of e-marketing.
- What is e-commerce?
- What are the tools of e-commerce?
- What are the benefits of e-commerce?
- What are the different types of e-commerce?
- How to organize your e-commerce shop?
- What is the difference between e-commerce and e-marketing?
These are the key points that will allow us to better understand e-commerce or online commerce.
1- E-COMMERCE DEFINITION
E-commerce is the action of collecting an order or payment from a website.
Online sales consists of putting online purchase orders (forms) or a real online shop that presents the products for sale and its corresponding descriptions.
Whatever is said, e-commerce represents the exchange of goods and services via a website through an order received beforehand.
2- E-COMMERCE TOOLS.
The tools of e-commerce are the elements that facilitate the realization of e-commerce in this case the CMS (content management system) wordpress, squarespace, elaborate sites specialized shopify, magento, prestashop, volusion, amazon, e-bay. These are a few.
WordPress is a CMS that allows you to create websites and manage its content, namely publishing, editing, classifying, deleting, structuring different pages and articles, via the publisher WYSIWYG (in word format) and inserting images or videos from its own Free media library as well as images, videos, pdf, personal words files directly from the editor.
WordPress allows you to design websites for SEO content, create purchase orders (booking forms), have an international online payment link (PayPal), create an e-commerce store… In case, we will be interested in the online shop which is possible with the extension Woocommerce.
- Represent the products and provide a detailed description,
- Have a basket for orders
- A reliable international payment method
- Configurable delivery options
- Automated tax calculation
- From a liaison with Google Analytics for the analysis of customer behavior, mailchimp, Facebook.
Squarespace is a privately held U.S. company that produces software for the creation and hosting of websites. It also works in PHP but does not have extensions. Everything is included in the software as well as its e-commerce system that offers the normal features of an e-commerce.
3- AMAZON, EBAY
We have grouped these two websites together because they are marketplaces already designed that allow a third party as long as they are registered to come and sell their products there. They are intermediaries that bind any seller to any customer and for accuracy, Amazon specializes in business to business and business to consumer and takes care of deliveries while e-bay specializes in consumer to consumer and the seller gets delivery load.
The advantage with these intermediary sites is that they already receive millions of views that allow to expand its market.
4. SHOPIFY, MAGENTO, PRESTASHOP, VOLUSION
These are the sites that offer more in-depth features in e-commerce in this case:
- Product search area for customer
- Management of merchandise stocks
- Creating accounts receivable for better tracking
- Product recommendation
All in all, e-commerce is a highly organized sector that benefits from its software to satisfy customer orders and supplier payments.
3. E-COMMERCE BENEFITS
If e-commerce continues, it is because it has many advantages for both the consumer and the seller.
1.For the consumer
Payment facilitation that is now available directly online and limits long waits.
More affordable prices
Opportunity to better understand product characteristics before purchase
2. For the seller
Facilitating remote payment
Less expensive than a local shop
Lower operating costs (employees, taxes and taxes)
Facilitating customer tracking through the customer account, which is a good sales strategy
Possible remarketing to potential customers
4. THE DIFFERENT TYPES OF E-COMMERCE
Indeed, even at the level of e-commerce we meet:
- Business to business
A seller who offers services or products to a business buyer. Example: a software vendor that offers its software via an e-commerce site or marketplace to companies that want to grow their sales.
- Business to consumer
A seller who offers his services or products via an e-commerce site or a marketplace to the end consumer. Example: a cosmetics seller in detail.
- Consumer to consumer
Two consumers who make the decision to exchange items for a payment. Example: sales on e-bay.
Note: we want to clarify that when we talk about e-commerce, it is much more about sales on websites and not social networks which are sales tools certainly but do not allow direct purchases or insertion of online order forms with the exception of Facebook and Instagram which can host an online shop but which actually redirects to a site and for the case of the order via Facebook pay , it is social commerce.
5- HOW TO ORGANIZE YOUR SHOP?
Organizing your e-commerce store is not a difficult thing when you are mastering the necessary process and strategies. These include:
- Optimize the ordering process.
- Promote products and special offers.
1- OPTIMIZE THE ORDERING PROCESS.
Optimizing the ordering process involves key points:
- Ensure that the purchasing process can take place on different types of devices, including mobiles and computers, as mobile marketing accounts for the highest percentage of sales nowadays when you know that smartphones are the most more widely used on the market.
- Make a good detailed description of your different products. A poorly described product cannot be understood.
- Organize your inventory into category and category to make the search easier.
- If necessary add the search function to the site
- On product pages, add a gallery or video that leads the customer to look at your products
- Encourage customers to create an account so they can store their shipping, billing information, payment preferences, to facilitate future purchases
- Use past purchases, recent searches or recently seen products from a customer to recommend items that may be of interest to them
- Reward loyal customers with specially designed offers and discounts designed for them.
2- HOW TO PROMOTE PRODUCTS AND SPECIAL OFFERS IN E-COMMERCE?
This task involves setting up your online store that integrates the optimization of the ordering process to end up on better-oriented sales. The steps are:
- Setting up your online store.
- Merchandising products.
- Organizing digital advertising campaigns.
- Product recommendation.
- Proposal of related products.
1- SETTING UP YOUR ONLINE STORE
If you want to sell online, it all starts with setting up your online store. It’s about choosing the e-commerce tools that are listed in a big 2 based on your requirements and optimizing your ordering process.
2- MERCHANDISING PRODUCTS
Indeed, merchandising products is very important because it is the item to offer on the home page to attract the prospect to the shop.
It is therefore not done in a risky way but by capturing attention with a product far of the season depending on your domain to show the customer that you have the product he is looking for at the moment T.
It’s an attractive element that draws attention to your shop.
3- ORGANIZING DIGITAL ADVERTISING CAMPAIGNS
In this case of e-commerce, it is a matter of organizing digital advertising campaigns (SEA, SEM, social networks, mailchimp targeting tools) on the pages of product destinations to attract prospects to the products you offer.
4- PRODUCT RECOMMENDATION
The product recommendation goes through the prospect’s previous activities. It is done using e-commerce tools specifically those that allow the recommendation. These are recently seen products, past purchases, recent research of the prospect that will recommend a product likely to match it. With Woocommerce , use the built-in facebook pixel and mailchimp tool for recommendation. See how to turn e-mails subscribers into customers.
5- PROPOSE RELATED PRODUCTS
It is also important to offer related products (products that do not correspond to the recommendations but are close) to the customer because they represent a novelty for the customer who can find satisfaction with this product.
Retargeting, still known as remarketing in product promotion, is important to revive customers who have started a purchase without ending it. It allows the customer to be brought back to finalize his purchase.
It is done using social networks or marketing emails.
6- DIFFERENCE BETWEEN E-COMMERCE AND E-MARKETING
As we said, e-commerce is a branch of e-marketing, that is, e-marketing is the set of techniques adopted via a digital tool to promote sales and branding of a company.
In conclusion, we can say that e-commerce is a facilitator as it is less expensive and does not require a local merchandise shop. Photos of samples are more than enough.
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