16-01-2014, 05:00 PM
e-Commerce: A Guide for Small and Medium Enterprises
e-Commerce.pdf (Size: 80.11 KB / Downloads: 78)
The Online Opportunity
Given the UK Government’s recently announced plans to get 12.5 million more people online, there
has never been a better time for small and mid-sized companies (SMEs) to embrace e-commerce.
According to a recent report by technology analyst firm Forrester Research, 190 million Europeans
will be shopping online by 2014. Based on a survey of nearly 26,000 European consumers, the report
also reveals that 48 percent of UK consumers currently make a monthly online purchase.
With such compelling statistics, it’s surprising that more businesses have not embraced the
opportunities e-commerce offers to boost sales. A recent study by PayPoint found that although
27 percent of small and medium organisations appreciate the benefits of a well-designed
e-commerce site, they are yet to make the move online. For those that do have a basic online
presence, the increasingly sophisticated demands of individuals mean many are outgrowing
their existing setup and need more innovative tools to engage with consumers online.
Launching a Successful e-Commerce Site
Once a SME has found the ideal partner to design and implement an effective e-commerce strategy,
various e-tail site options must be considered. In most cases it is wise to start small and then add
extra functionality over time. To get started, below are six key considerations to bear in mind when
launching an e-commerce site:
DELIVERING THE PERSONAL TOUCH
Small businesses have long excelled at delivering the personal touch, giving them an edge over
competitors many times their size. Offering this same level of service online is often thought to be
challenging, especially since consumers today are more demanding than ever. Thanks to
developments in technology, tools such as automated recommendations play a key role in
delivering a personalised shopping experience. This technology automatically recommends
products or services to consumers based on their browsing behaviour and/or previous purchases
during a session. The technology also ensures relevant content is offered to shoppers while giving
the company control by ensuring only those products in stock are recommended. Automating and
personalising online merchandising ultimately gives SMEs a powerful means to convert browsers
into buyers and increase the value of orders placed.
Making the Most of Online
Consumer demand for commerce anywhere means no SME can afford to avoid the online world.
Those that do, risk losing market share and alienating customers increasingly keen to spend online.
For smaller enterprises, making the move online may seem daunting, but partnering with a
specialist one stop shop e-commerce provider will address concerns over how to manage the
process and keep costs down. It also provides the flexibility and scalability needed to meet
consumer demand as expectations and shopping habits change over time. With more consumers
prepared to shop online in the years ahead, no enterprise today can afford to miss out on the
online opportunity.