One of the most important challenges for any company that sells products online is to provide an online store where the customer stays until the end of their purchase process.
To set up an online store is not an easy decision to make. In doing so, the business may face one of the biggest problems in e-commerce: customer abandonment.
Why does the customer leave the store before completing the purchase? According to the Baymard company, more than 65% of customers do not complete their purchase when they visit a page due to a disagreement with shipping costs, payment methods or the total cost.
“The customer has the intention to buy, even more than on a physical store. The challenge is to understand why the desertion rate exists and to offer the best alternative for the customer to return to the page to complete the purchase”- Vicente Schmidt, Marketing manager at Linio.cl.
There are many factors that can be decisive to complete a purchase According to Ecommerce News, customers usually do not finish their purchases because they were only seeing or comparing products, due to the quality of the content on the page, the user experience or the type of online store that the page has.
The quality and service of the online store can be a very important purchasing factor. Depending on the needs of each business, there are different types of online stores:
- Catalog: as its name says, this type of online store offers a catalog of products or services with detailed information about them. In this case, you cannot place directly the online orders. To buy something, the instructions are available to make an order either by mail or by phone and forms of payment.
- Virtual Store: this model also has a product catalog. Unlike the former model, a virtual store allows you to place orders and pay them electronically from the website. As Amazon does, in this model, the customer has a shopping cart in which to add all the products.
- Blog with online store: this specific model not only has an online store but also offers information through a blog. In this blog, you can expose or explain content of interest to the customer and this can become a purchasing factor as well. In this case, we will seek to offer valuable content to the customer to increase sales and loyalty.
- Mixed-model for individuals or professionals: this store is a mix between open and closed as it is designed for individuals. Any customer has access to the product catalog. However, there may be a button that says “Customer access” where, with a password, the customer can enter and have a greater offer.
- Facebook store: This store is integrated into the brand’s fanpage within the social network. You can sell in different ways: through the Facebook page but redirecting to the online store, through additional applications or directly on the platform.
Having an online store has more than one advantage. The initial investment is very low compared with a physical store and the visibility is greater with the right marketing strategy. In addition, it is easy to administer because it is open 24 hours and it will only require one person to monitor the movement of the page.
The type of online store indicated for each business depends on its needs or objectives. You have to define the market you want to reach and what you want to achieve with the store. In this way, you can choose the right one to expand the business and offer a quality service.