Thriving at eCommerce: Reach Your Customers Where They Are
If you’re thinking about growing your business with eCommerce, the opportunity has never been better. People are constantly searching, researching, and buying online, all from the convenience of a device in their hands. As a small business owner, this is where you can thrive – by meeting customers right where they are with a smooth, efficient online experience.
This guide is here to help small business owners dive into the fundamentals of setting up, managing, and growing an online store with confidence and a few expert tricks along the way.
Let’s walk through how to set up a winning eCommerce strategy that gives your business the edge to thrive.
1. Why Go Online? Visibility is Everything
Think about it: when people want to buy something, where do they go? Straight to their phones. In fact, 84% of people check online first—even for local businesses. Whether they’re looking for a unique gift or comparing prices, it all starts online. So, if your business doesn’t show up, these potential customers might not even know you exist.
A quick tip: setting up an online store is only the first step. Showcasing your products and making sure they’re discoverable can open the door to a much broader audience. Think of it as turning a sign from “closed” to “open”—but for the entire internet to see.
2. The Secret Formula
Two important numbers drive an eCommerce business: Average Order Value (AOV) and Lifetime Value (LTV). Don’t let the acronyms scare you—these are just tools for measuring how much each customer buys on average and the total they spend over time.
Let’s break it down with an example. Say you own a small business selling eco-friendly bath products. A customer orders a gift set for a friend. That’s your AOV. But if that customer loves the gift set and comes back every couple of months to stock up? That’s your LTV growing. Tracking these numbers gives you a quick insight into whether customers are coming back, or if you need to nudge them in that direction.
3. Email Marketing: Don’t Leave Money on the Table
When someone subscribes to your emails, think of it as a digital handshake. They’re interested, and they want to hear from you. But without a plan, it’s easy for them to drift away.
A few powerful email flows to keep them engaged:
Welcome Series: First impressions matter. Send a friendly welcome email that introduces your brand, shares your story, and maybe offers a small discount.
Abandoned Cart Reminders: Ever left a cart full at checkout? A gentle email nudge can bring customers back, especially when it’s done with a friendly reminder.
Replenishment Reminders: If you sell items people use often, like skincare products, remind them to restock. It’s helpful, and it boosts your LTV without much extra effort.
An email strategy is like keeping a conversation going. It’s not about pushing sales; it’s about building a relationship and making sure they think of you when they’re ready to buy.
4. Understanding Site & Cart Abandonment
Imagine a customer strolls through your site, checks out a few items, but doesn’t make a purchase. This is called site abandonment. Or maybe they add a few things to their cart, get all the way to checkout, and then leave. That’s cart abandonment.
These moments are common in eCommerce, but they’re also opportunities. Here are a few ideas to tackle abandonment and keep sales flowing:
Site Abandonment: Use a friendly popup with a discount or offer to encourage visitors to stay. Or, if they leave, a follow-up email that says, “Hey, we noticed you were browsing…” might be enough to bring them back.
Cart Abandonment: Sometimes, it’s as simple as offering an extra payment option. People are more likely to finish a purchase when they can use a method they’re comfortable with—like Google Pay, Apple Pay, or PayPal.
For checkout abandonment, check that your website loads quickly, looks trustworthy, and offers popular payment options.
5. Sunsetting: Keeping Your Email List Clean
A clean email list is more than just organized—it’s profitable. Over time, some subscribers may lose interest or change their buying habits. If they’re not engaging, consider sending a sunset email. This type of email is a friendly way to say, “Hey, we noticed you haven’t been around. Do you still want to hear from us?” You’d be surprised how many people appreciate the chance to reconnect.
Keeping only active and interested subscribers helps your emails reach the people who want to see them, improving your overall results.
6. Use Your Free Resources Before Paid Ads
Paid ads can be effective, but maximizing your free options first often yields the best results. Between Google Business Profile, the Google Shopping tab, and optimized email marketing, you have many ways to get visibility without spending extra. These free strategies can often generate similar, if not better, results compared to ads.
Ready to Thrive?
By focusing on visibility, building strong customer relationships, and using the right tools, your small business can thrive in eCommerce. Start by measuring your AOV and LTV, leverage your email marketing, and be sure to use all available tools like Google Business Profile and Google Shopping.
Ready to go deeper? Watch my YouTube video, “Thriving at eCommerce,” where I break down these tips and more. It’s packed with actionable insights to help your business flourish online.