How to post your products for sale

In e-commerce is the product. In other words, the way you present, describe, and sell products is the core function of your entire online business, and developing an effective website commerce is one of the most important techniques for successful e-commerce. In this blog, we’ll explore how eCommerce businesses can use proven digital commerce techniques to drive conversions, and outline the steps to take when you’re ready to build a commerce strategy that sells.

What is e-commerce?

E-commerce refers to the strategic display, promotion, and organization of products in an online store to attract customers and encourage them to make purchases. It includes product presentation (images, videos, descriptions, visualisers), website layout and navigation, promotions and cross-selling/selling. The goal of product merchandising is to present products in ways that drive conversions, increase sales, and drive customer satisfaction and loyalty.

What are the differences between selling physical and digital goods?

Trading physical and digital products share the same basic purpose. attract customers and encourage them to buy. However, there are inherent differences between the two due to the distinct nature of offline and online environments;

Customer interaction. In physical stores, customers can touch, feel and try products before buying, while in digital stores they rely on images, videos and descriptions to understand the features and quality of the product. This is the main obstacle to selling products online.

Store layout and navigation. Physical store merchandising focuses on shelf placement, product grouping and in-store signage to guide customers through the shopping experience. In contrast, digital commerce uses website layout, search functions, and filters to help customers navigate an online store. In this blog we look at what happens when you combine “bricks and clicks”.

Customization. Online stores may use customer data and browsing history to offer a personalized shopping experience by tailoring product recommendations and content to individual customers. In brick-and-mortar stores, personalization is limited to customer interaction with sales associates and visual merchandising that appeals to a wider audience.

Data-driven insights. Digital commerce allows businesses to access real-time data on customer behavior, preferences, and purchasing patterns, enabling them to optimize their commerce strategies based on data-driven insights. Read more about eCommerce data analytics here. Physical stores can collect data through methods such as customer surveys or analyzing sales data, but the overall insights are less detailed and timely compared to online data.

Scalability and inventory management. Online stores can display a wide variety of products without the limitations of a physical retail space, making it easier to manage inventory and serve a wider audience. Read more about cost-cutting digital inventory strategies here. Physical stores have limitations on the number of products they can display and stock, requiring more strategic planning and inventory management.

Promotions and prices. Digital commerce enables dynamic pricing and targeted promotions based on customer behavior, preferences and real-time market conditions. Brick-and-mortar stores typically have less flexibility in quickly adjusting prices and promotions.

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The main challenge of e-commerce trading. inability to touch the goods

One of the main challenges for e-commerce merchants is to effectively replicate the sensory experience of physical stores, since online customers cannot touch or hold products before ordering. Online merchants can address the boundaries of digital product discovery and purchase by using content to answer every question shoppers have about a product. High-quality images can show the scale and use of the product, and the copy can provide accurate specifications, as well as FAQs and use cases. More sophisticated digital commerce can solve the “touch” problem with interactive product builders, visualizers and showrooms that help shoppers appreciate the product as if it were sitting in front of them.

Essentials of Ecommerce Merchandising

Effective website merchandising combines many informational, organizational and creative marketing elements to create a compelling selling proposition for each product. Each of the following parts are raw materials in an online seller’s trading toolkit. learning how and where to thoughtfully place these elements will vary by site, product, and client.

1. Product information and images

Provide clear, accurate descriptions as well as high-quality, professional images to help customers understand the product’s features, characteristics, and benefits. Great product content should answer a customer’s questions about the product at a glance and help them imagine what it’s like to use it in the real world. Read more about how to write the perfect product description here.

2. Pricing, Promotions and Stock Availability

Pricing and availability information is an important part of website marketing. Clearly display product prices, discounts, promotions and stock levels to entice customers and prevent abandoned carts due to out-of-stock items. We’ve written more about eCommerce pricing strategies here.

3. Customer reviews, ratings and videos

Encourage and display customer reviews and ratings for social proof. Video reviews that tangibly demonstrate functionality and features can be very effective; in fact any type of video can help sell products successfully…91% of shoppers surveyed say they want to see more video content from brands.

4. Navigation and search functionality

The sale of goods begins before product page. Organize products by category with filters and implement a powerful search function to help customers easily find desired products. For a discussion of more advanced search capabilities, read this blog.

5. Cross-selling, up-selling and personalization

Offer related or complementary products and personalize the shopping experience based on individual customers’ browsing history and preferences. Encourage customers to upgrade items or browse similar products in the store.

6. Call to Action (CTA)

Helping customers know what to do next is an important part of selling products. Use clear and compelling CTAs to guide customers through the shopping process, encouraging them to take desired actions on products, such as “Add to Cart” or “Buy Now.” We’ve outlined more ways to optimize websites for conversion here.

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How to build a website trading strategy step by step

Approaching a marketing strategy for an online business requires a comprehensive understanding of your target audience, products and market.

  • Get started defining your target audience, taking into account demographics, preferences and buying habits. Knowing your customers will allow you to create a personalized shopping experience that appeals to them.
  • Next, analyze your product catalog, identifying sales trends, top sellers and underperformers. Focus on presenting all your products in line with your brand and customers using high-quality images, engaging descriptions and visualization tools that highlight unique selling points.
  • Research your competitors and stay informed about industry trends. This knowledge will help you differentiate your products and identify opportunities to offer unique value propositions to your customers.
  • Optimize your website layout and navigationensuring that its user-friendly and makes product discovery easy. Implement clear categories and comprehensive search functions to help customers easily find the products they want.
  • Use customer data and traffic analysis sculpt personalized content such as customized product recommendations and price promotions.
  • Include social proof access your website through user-generated content such as customer reviews, ratings and images. This can help build trust and encourage potential buyers to make a purchase.
  • Regular test and improve elements of your site Through A/B testing and gather data-driven insights to optimize your trading strategy.

None of these strategies should remain static. Successful stores are always experimenting, analyzing and refining their merchandising approach. By remaining flexible, merchants can adapt to changes in customer behavior and market trends, so be prepared to continue to evolve your strategy to maintain a competitive edge.

Effective website marketing is a critical component of successful e-commerce.

By understanding the essentials of eCommerce, capitalizing on the differences between online and offline sales, applying best practices, and continually refining your strategies, you can use website marketing as a primary tool to drive conversions. Your products are the main reason shoppers come to your store. Provide your customers with all the information they need to understand the products and visualize their use, and you’re setting the stage for great sales results.

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About the writer

Kathy Elquist

Cathy Elquist, Digital Marketing Strategist at Miva, is an accomplished writer, marketer and social media analyst who has created complex content campaigns for a wide range of professional clients. He brings to Miva a sophisticated understanding of e-commerce trends and techniques based on extensive digital agency experience and a primary role as a direct liaison to Miva’s top accounts. Katie is a regular contributor to the Miva Blog, covering key eCommerce topics such as design and development strategy, website optimization, and omnichannel sales, with the goal of increasing the practical knowledge base of the entire Miva community.

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