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E-commerce For SMEs: Four Marketing Strategies For 2022

Successful mid-tier e-commerce businesses likely know at least four strategies that contribute to success.

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As a small or medium-sized business operating in such a competitive space, you know that situations can change quickly and your competitors are constantly at your doorstep. So how do you make sure your e-commerce site is competitive?

1. Invest in website design.

The first thing to consider is your website design. Is your website designed to acquire new customers? Does it provide a smooth user experience for everyone?

Web design often makes the difference between a welcoming page and one that is not.

Here are some elements of good web design:

  • Positive first impression (it's attractive, lively, easy to use).
  • Optimized for natural referencing (search engine optimization - SEO).
  • Builds customer confidence (your colors and fonts engender feelings of comfort).

Here are two aspects of web design to focus on:

Navigation: Navigation is how visitors or customers reach certain parts of your website. Can your customers quickly find what interests them with just a few clicks? An engaging online shopping experience presents a good first impression and builds customer trust, where the customer instantly feels at home in that space, much like walking into your favorite store and feeling comfortable and safe.

Responsiveness : Website responsiveness is crucial to creating a positive experience for your e-commerce site.

Customers will access your website from mobile phones, laptops, tablets, and desktop computers. To ensure a positive customer experience, it's important that no matter what device your visitors and customers are using, they can quickly access what interests them.

How is responsiveness directly related to web design? Elements of a web design affect page load time , which affects overall responsiveness and the impression your customers have of your site. The arrangement of these elements and their assembly is also a factor that can influence reactivity.

Think of it this way: what if only iPhone consumers had a good experience on your site? Or, conversely, what if only Android users? Considering all the routes and means of access people will have to your site, you want the best experience for every customer, no matter what platform they access it from.

2. Improve the customer experience.

Small things that improve customer service on your site include fixing abandoned carts and maintaining good customer relationships.

Abandoned Carts: Shopping cart abandonment is a common occurrence on e-commerce sites. The average cart abandonment rate across all industries is 68.8% . To put it into perspective, about seven out of ten shopping carts are abandoned. How can we solve this problem or at least help reduce this number?

  • Make the checkout process easier by offering multiple payment options. Use a service like Merchant One or Stax to offer your visitors and customers multiple ways to pay.
  • Be transparent with fees and other costs. False advertising with hidden charges is a common practice today, but don't do it. If a customer discovers hidden charges, they will often leave. As your customer checks items into their cart, they should be able to see charges such as taxes, shipping, and other costs.

Customer Relations: Customers like to buy and interact with a company they trust. However, maintaining good relationships with customers can be more complicated in e-commerce sites compared to physical settings, as there is no face-to-face relationship.

Here are some strategies to help you :

  • Personalize the experience.
  • Offer promotions or sales.
  • Include easy access to 24/7 customer support.

3. Integrate social media.

Connect your e-Commerce site to social media platforms such as Facebook, Instagram, YouTube and Twitter. These are just a few of the most popular social media channels that can expand your reach exponentially.

Here are some of the benefits of integrating social media into your e-commerce site:

Expands online reach: In 2020, more than 3.6 billion people used these channels. With a single post on a social media platform, you can reach more audiences, especially with the presence of paid targeted ads.

Boosts brand awareness: Social media platforms are effective tools to increase your visibility as a brand. Your social media marketing strategies can help you become better known and improve your conversions.

4. Encourage comments.

When we create e-commerce sites and marketing strategies for our clients, we think about a target audience. But we can't fully organize an effective plan if we don't know what they are looking for. So, to improve your e-commerce services, take advantage of customer feedback!

You will get insights on how to improve your services and build trust with your customers. You tell them, “I want to hear from you personally. It creates a connection, not just for them to you, but for you to them. It's a wonderful feeling to be involved in helping visitors and customers and to feel that connection. These reviews will provide insight into what customers think of your services. What they say can be helpful in determining areas that need improvement.


Maintaining a business, let alone an e-commerce site, in today's competitive marketplace is tricky, especially when you're a small or medium-sized business (SME). Again, it is important to:

  1. Have good web design (clarity, speed, functionality).

  2. Maintain good relations with customers (respond quickly to questions).

  3. Integrate your brand on social media platforms.

  4. Encourage customer feedback. This commitment helps solidify your relationship.

Explore these potentials, try them. Observe the growth of your business and your relationship with your customers.

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