Opinion: How To Ensure Continuity For E-Commerce Businesses

The global health crisis continues to disrupt pretty much every industry and its employees. From transitioning to a remote working setup to changing how they consume and spend their money, many have had to adapt to keep up with current health directives.

Manchester’s Arndale Centre director, David Allinson, also notes that shopping has become more functional than social — and people are looking to ecommerce businesses to fulfil their needs. In fact, this shift in consumer preference and behaviour is set to cause ecommerce sales in the UK to grow by as much as £5.3 billion.

While this surge in online shopping is great for the industry at large, it also means greater competition as more and more businesses eventually make themselves available online. This, then, forces many businesses to compete for the attention of customers while also cultivating a loyal pool of patrons, so they can flourish in the online marketplace in the long run. So, how can you make your business stand out and ensure continuity in the digital space?

Mastering How to Market Your Business Online

There’s no assurance that this surge in ecommerce consumption rates will still continue after this health crisis dies down. That’s why it’s important for businesses in the digital marketplace to master the art of marketing themselves online. One way to do this is by working on your business’ branding. Forbes claims that businesses should take advantage of a consumer’s tendency to be loyal to a brand by working on their visual
aesthetics, morals, and motivations. So, be sure to have a digital marketing team to help you craft marketing strategies, design effective and compelling campaigns, and create content to engage customers regularly.

By knowing how to tread the online marketing sphere, you ensure that your business will still be visible long after the interest in ecommerce mellows out.

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Enhancing the Digital Customer Experience

As you drive more consumers to your website, you have to make sure that your customer’s online retail experience is as seamless as possible. This can be done in a few ways. Firstly, you have to optimise your search function. Even if you have the most comprehensive and user-friendly category page, many consumers still prefer using the search function to look for goods. Secondly, you have to make sure that your product catalogue page highlights current market demands. For example, you can have a category on COVID-19 home essentials immediately visible on your front page. This, then, helps your consumers have an easier and faster experience with your website.

Furthermore, you also have to strengthen your system so you ensure that your ecommerce page is reliable, safe, and secure for your consumers — especially when it comes to payments.FIS Global highlights how the right cloud-based payment technology can let your customers move seamlessly across different channels and platforms, on any device, and at any time. By making payments more convenient and secure for your customers, you can build trust between your customers and your platform — helping create a long-lasting relationship with your brand.

Making Sure You Have the Proper Safety Net

Most importantly, you should also recognise that there are a lot of risks when it comes to having an ecommerce business. That’s why you should have a safety net in the form of commercial insurance. You accumulate a lot of data when you join the digital marketplace, and you are more than liable for your customer’s information. Accenture reports that online attacks are set to cost businesses £3.95 trillion in the next five years, so you should be more than prepared by equipping your business with ecommerce insurance.

Key areas that your ecommerce insurance should cover are data, transportation, storage, and your workers. It’s hard to exactly pinpoint what your business needs out of ecommerce insurance, so be sure to consult with an insurance agent to walk you through what you need to know. This way, you know exactly the kind of protection that you’re getting.


About alastair walker 7083 Articles
20 years experience as a journalist and magazine editor. I'm your contact for press releases, events, news and commercial opportunities at Insurance-Edge.Net

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