Advantages of e-commerce for business

Posted on January 13, 2015 08:48 am

Modern consumers are used to searching on their mobile devices and completing the transaction elsewhere.It could be they’re on personal computers at home, or even at a brick-and-mortar store. Social media give retailers the opportunity to leverage big data to understand their customers and what they care about. It is also a good channel for connecting with consumers and extending the brand experience beyond an online store. Search is becoming a key starting point for mobile discovery from users’ browsers and has become integrated into our everyday lives. It gives a good idea to think like a consumer and understand what one want to see and what they want to experience.Tapping into mobile driven electronic commerce business potential requires investment from businesses that are not already online. In African countries where mobile shopping is taking shape, the hardest question has been how retailers justify this and when can they expect to see a return on investment.

Joining e-commerce marketplace is one option of seeing how easy it is to establish an online presence compared to going at it completely alone.Developing an own online store comes with challenges such as the basics of how to manage logistics, arrange payments, market to the right audience and a whole host of other issues. By joining an established marketplace, a business should have easy access to the platform and a team of consultants who can offer support in getting started, leveraging data-driven insights and providing advice on marketing strategies, resulting in a quicker realization of return on investments.When it comes to a new retailer, a good starting point is deciding what value one can provide and make a difference to the world with your products.Even there’s a good product, studies have shown that it doesn’t mean it will sell automatically and experts advises that sellers need to market their products and generate exposure for them. At that point is where search, social and mobile become key channels in the consumer journey, and have become critical elements for a successful mobile-commerce business. In Kenya, South Africa and Nigeria where smartphone penetration continues to rise, more people are accessing the Internet through their mobile devices throughout the day.

For an online business, this means that there are more chances to connect with potential customers and entice them to discover products in their store. It also makes it highly likely that a consumer’s first contact with a brand could be through their mobile device. This makes it even more important for businesses to develop a mobile strategy to ensure the mobile shopper experience is spot on. A sub standard optimized mobile site and complicated payment process can lead to shoppers losing interest quickly and moving on to other sites to complete their purchase. Retailers need to be aware of how images may look different on a mobile site, affecting the presentation of products. Think of how best to display your finest products, while remembering the importance of reaching shoppers with the right product at the right time. Mobile platforms also offer valuable analytics and insight to consumer shopping habits.

Contador Harrison