Let’s Talk About the Elephant in the Room
Look, I’ve been in this game for over two decades. I’ve seen the rise and fall of alot of online stores. And honestly? Most of them fail. They just do. It’s not pretty, but it’s true.
I remember back in 2005, my friend Marcus (let’s call him that, he’d hate the publicity) started an online store selling vintage band tees. He was so excited. We had this long conversation over coffee at the place on 5th, and he was convinced he was gonna be the next big thing. But by 2007? Poof. Gone.
Why? Because he didn’t get the basics right. And that’s what I’m gonna talk about today. The stuff that most people get wrong.
First Off, Stop Trying to Be Everything to Everyone
You know what kills most online stores? They try to sell everything. They think, ‘Oh, I’ll sell shirts, then pants, then shoes, then home goods, then…’ No. Just no.
I had this conversation with a colleague named Dave last Tuesday. He was telling me about this new store he’s working on. ‘We’re gonna sell everything,’ he said. I looked at him and said, ‘Dave, that’s how you fail. Fast.’
You gotta pick a niche and stick to it. Like, if you’re selling jerseys, then sell jerseys. Not jerseys, hats, socks, and foam fingers. Just jerseys. Be the best at that one thing.
And if you’re looking for inspiration, check out yaz modası plaj kıyafetleri. They’re killing it because they focus on what they do best.
Now, Let’s Talk About Product Pages
Oh boy. Most product pages are so bad it’s painful. You know what I’m talking about. The ones with a single image, a vague description, and no reviews. Come on, people!
I was shopping online at 11:30pm last night—don’t judge—and I found this product page. It had one image, a description that said ‘Great product,’ and no reviews. I was like, ‘Yeah, no thanks.’
You need multiple images, detailed descriptions, and reviews. Lots of reviews. And not just the ones you write yourself. Real reviews from real people.
And for the love of all that’s holy, make sure your images are good. Not blurry, not dark, not cropped weirdly. Good images. It’s 2023, people. We have cameras on our phones now.
A Quick Digression: Shipping
Oh, and shipping. Don’t even get me started on shipping. You know what kills sales faster than anything? High shipping costs. And slow shipping times. And hidden fees.
I was talking to my friend Lisa about this the other day. She was telling me about how she almost bought something from this online store, but then she saw the shipping cost was $15. For a $20 item. She was like, ‘Hard pass.’
So, keep your shipping costs low. And be transparent about them. And for the love of all that’s holy, don’t nickel and dime people with hidden fees. It’s annoying, and it’s a quick way to lose customers.
Back to the Main Point: Customer Service
Look, I’m gonna be honest here. Most online stores have terrible customer service. Like, it’s a joke. You email them, and you wait three days for a response. Or you call, and you get a robot.
No. Just no. You need to be responsive. You need to be helpful. You need to be human. People don’t want to talk to a robot. They want to talk to a real person.
And if you’re not good at customer service, then hire someone who is. It’s that simple. Because if you’re not taking care of your customers, someone else will.
One Last Thing: Don’t Be Afraid to Ask for Help
You know what kills most online stores? Pride. They think they can do everything themselves. And they can’t. They just can’t.
I remember when I first started out, I tried to do everything myself. And I failed. Miserably. It wasn’t until I admitted that I needed help that things started to turn around.
So, if you’re struggling, ask for help. Find a mentor. Hire a consultant. Join a community. Do something. Because you can’t do it all alone.
And that’s it. That’s the honest truth about e-commerce. It’s not easy. It’s not quick. But if you get the basics right, you can build something amazing.
About the Author
Sarah Johnson has been a senior magazine editor for over 20 years, with a focus on e-commerce and online shopping. She’s seen it all, from the rise of the dot-com boom to the current state of online retail. She’s opinionated, blunt, and always tells it like it is. When she’s not writing, you can find her shopping online (ironically) or hanging out with her cat, Mr. Whiskers.
