eCommerce: It’s All About the Buyer

There is often a big difference in the mindset of online sellers. Some sellers faithfully do their business plans, project their business goals, and research the market. Others tend to haphazardly list items or send boxes of “stuff” into Amazon, having no idea if it will sell. No matter what category you fall into, it’s important to remember that eCommerce is a service industry, and as such it is all about the buyer.

 

Below are three tips you should keep top of mind, as they will help ensure your success as an online seller.

Appearances Matter:

Your items and website should look clean and professional. While there are only so many things you can do to make your Amazon items look more appealing (white background for photos — a must), there are plenty of things you can do to make a good impression with your eBay store or website. Take a look at the items in your store or on your website from a buyer’s perspective. Step back and pay attention to how your store or website looks. Item images make a huge difference – are they too dark, out of focus, or have your living room as a backdrop? Do you have plenty of categories so that your buyers can easily find what they are looking for if they are browsing? Do your descriptions accurately describe the item you are selling? Think about it – if you were a buyer browsing for an item, would you buy from you?

No Return Policy = Fewer Sales:

It’s simple – not having a return policy will discourage potential buyers. If you don’t have a return policy because you don’t want to deal with the few buyers who can’t be pleased, keep in mind that the majority of your customers will be happy with their purchase — and even if they aren’t, they won’t really want to go through the hassle of sending an item back. This means that very few buyers will take advantage of the policy, even if you do allow returns. The pros far outweigh the cons on this one.

Once you’ve got a policy in place, make sure to read it over. If it takes longer to read the return policy than it does the item description there is probably a problem. Keep return policy language short, to the point, and descriptive (if you require returns to be unopened, state this up-front). Remember that many people are using their mobile devices to purchase items on the Internet now. They don’t have time or patience to scroll through fussy details. Short and simple is always best.

Communication is Key:

I’ve written before why it is important to stay in communication with your buyers when there is an emergency on your end (weather, family, etc.), but what about when everything is going smoothly? Do you include a “Thank You” note to your buyer? If you are selling from your website, do you provide a tracking number for your buyer to know that their item is on its way? Do you have a clear way for them to reach you either by email or the telephone? A lot of people seem to be afraid to let buyers know how to get a hold of them. In reality, having your contact information available gives assurance to the buyer that they can reach you — IF they need to. Not that they will.

About our Guest Blogger
This guest post was contributed by Kat Simpson. Kat is a trusted eCommerce author, speaker, educator, and entrepreneur. Kat Simpson has been a successful eCommerce merchant for over 10 years; is an eBay Education Specialist and Gold Level PowerSeller, as well as a successful Amazon merchant. Currently Kat is the hosts the popular weekly eCommerce Podcast That Kat Radio.

 

Leave a Reply