Typically, online shop owners have very little to worry about if their ecommerce venture fails. Sure they might lose some money on the site development, but generally that’s not a high enough cost to drive these owners day and night to succeed. The danger in this low risk is that it can reduce their shopping cart from online venture to part-time hobby.
The fail rate for shopping carts can be attributed to a lot of things, but treating your cart like a hobby is the number one cart killer.
On the other hand, for someone opening a brick and mortar store, there are many tangible and expensive components, like staff, rent, insurance, equipment, computers, inventory, software, etc. Usually you’ll find one of these shop owners working from dawn to late at night. They are taking care of the books, ordering new merchandise, analyzing sales data and trying to find sources for promotion.
For brick and mortar shop owners, failure comes at an extreme price. They often have to fire employees, break a lease, and sell whatever stock they have. This high cost of failure is one of the things that drives the shop owners to succeed.
For your online shopping cart to succeed, you need to employ the same passion for success that your brick and mortar counterparts have. You must analyze your sales and drop the duds. You must promote! Get a Facebook account and create a page. Get your site optimized so that you’re on the first page of the search engines. Create an email marketing campaign so that you are always on your customers’ mind. In this economy, the online shopping community is thriving and you can be too, but you have to take your cart seriously.
About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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