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In the offline world, there are many types of stores and not all bet on the same criteria to try to reach the consumer. Not everyone wants to have a low cost supermarket or a discount store in which the main offer are products at low prices. So why is there a certain belief that when selling online you have to sell at a low price? Is e-commerce marked by offers to the point that it is only successful if it is sold cheap? For years, what most worked on the net were the offers. Consumers made the network their main ally when they were looking for things at lower prices. The trips started to be bought online because the internet was able to find the lowest prices, last minute offers of hotels or the cheapest fares of the low cost airlines. Then came the coupon pages or online outlets, which were the entry point for many consumers for e-commerce. And then many large e-commerce companies that invoice millions have made offer low prices a decisive element of their corporate image and the ser

In recent years, consumers have begun to buy more and more over the internet. This has completely changed how it is consumed, how products are sold and how positioning strategies are created for them. Stores have to play with new rules and brands have to move in a scenario that is completely different from what they had in the beginning. Things have become something very different, something that brands and consumers have to keep in mind. What has pushed consumers into the arms of e-commerce? Everyone has their own story of why and how they started buying online, but the truth is that, if you analyze all those stories and all those testimonies, you can find some guidelines that explain this boom in e-commerce. Consumers value comfort One of the great tricks of e-commerce and one of the reasons that lead many buyers to make their purchases through it is in the ease of buying. One can simply have what it wants and search with a few clicks and sometimes (thanks to easier purchase systems)

Make buying online a differential experience to buy in store A few years ago, all that mattered when buying online was that the price offered by the products was lower than that of the physical stores. Consumers based their interest in the online market in the fact that what they were going to find would be cheaper than what they found in stores as always. The price continues to be a differential element to buy on the internet, but it is not the only one that matters and is not the only one that pushes the consumer to the arms of the network. Online stores have to create a unique, quality experience that sets them apart from physical stores to attract consumers' attention. Let's follow the example of online furniture stores. How can you create a completely differentiating experience that makes consumers come to the network to get the products? Brands can draw on many elements that can create a potential for purchases that is even superior to that of physical stores. Online plat

The reasons are very similar in both cases: savings, variety, comfort and experience The current consumer is multichannel, and is willing to buy through all kinds of ways: from the traditional store to the computer, from the mobile app to social networks. What he wants, however, is to be able to decide at any time and place what channel he wants to use on that occasion to get the desired product. But what leads you to opt for ecommerce or, conversely, to go to the store? A new GfK survey of more than 23,000 buyers from all five continents reveals that the motivations for choosing one option or another are actually very similar. One of the main reasons that consumers are betting on online shopping is the possibility of saving money, since through the Internet it is possible to compare and access a large number of retailers, and also to those who propose real bargains. In fact, the economic saving is one of the main factors that pushes to buy online, and that was considered by 55% of the

The lack of information or provide contradictory documentation on shipping costs or exceptions that are not admissible to the right of withdrawal are just some of the most common faults that can be found when buying online. Information not available or contradictory about the shipping costs. Often online retailers are missing information on shipping options. In many cases users find that the expenses indicated previously do not match the calculated actual expenses of the final shipment. It should be added to this situation that information on shipping costs is often incomplete: not all countries to which the products are supplied are listed, missing details and weights of the product groups and have not been registered possible reimbursement expenses that may arise. How to solve it? Before the customer places a product in the shopping list, he must be able to calculate the shipping costs, including additional costs, such as a shipment per carrier. If the shipping costs have been classi

Social networks had a moment of glory a few years ago. They were the scenario in which companies could reach consumers quickly, effectively and with very low costs. Consumers were there, brands and companies could be, and, more importantly, everyone played with more or less the same starting conditions. One could be a small company from a peripheral place and become a star of social networks. Things have changed in recent times. On the one hand, social networks have made it more and more difficult to succeed organically. The content has more complicated reach consumers and passing from 0 to 100 fans in two days has become very difficult. You have to dedicate a lot of work to it and you have to make an investment in advertising and in a team or a professional that knows what you are doing. On the other hand, this has tipped the balance, or at least that's what it looks like from the outside. The big brands with their big budgets are those th

E-commerce has become an increasingly important element in the day-to-day lives of consumers, who are increasingly buying online and are increasingly using the internet to access various products, services and brands. This has meant that the entire universe of traditional consumption has begun to analyze and to incorporate online tools into their sales processes. But the truth is that this is not the only change that has motivated e-commerce and its growing success. The situation is much more complex because online shopping has created new stress points for companies. In the new era of online shopping, they are no longer solely responsible for sales processes and making products reach consumers. Now, they are increasingly dependent on intermediaries. Logistics companies have become a sort of evil to assume for these companies. Online stores do not generally have their own delivery services and have a physical network, the recurrent problem is that brands continue to rely on me

When a buyer receives an Amazon package, he can see quite easily (sometimes it is printed on the same box, sometimes it is on the packaging tape with which they have closed) a message that invites you to rate the package in which the product has been shipped to you. The company is one of the most concerned about how to design their packaging and how they work when the consumer receives it at home. And whoever has ever received a package from this online store already knows that they are very easy to open and that with many times simply pulling a tab the thing will already be done. Amazon is also one of the recurring examples used when discussing the importance of packaging in e-commerce and how the form in which products are shipped can completely change the way in which the company is perceived. One of the general mistakes made by e-commerce firms is to think that their work, the main job that the consumer will take into account when evaluating their work, ends at in moment i

One of the first lessons learned about e-commerce is that consumers are not willing at all to pay for receiving the products they buy. Free shipments are one of the reasons why consumers decide to stay with one e-commerce firm and not another one of the causes that explain the success of one company over another. Consumers have begun to demand that the things they receive are received for free and have made shipments one of the key pieces of the e-commerce puzzle. In part, it has been the fault of the e-commerce companies themselves that, from the beginning, have used the resource of receiving product at the door of the house at no cost as one of the great marketing elements. Although consumers have taken for granted that shipments should always be free of charge and that brands should not charge them for any reason, the truth is that (and it is actually logical) shipments are never free. Making things come from the company that is selling them to the door of our house has

Any user who makes an online purchase is assisted by the right of desist. This right covers, in principle, all consumers of eCommerce and gives them the option to return the purchased product and obtain a refund of the money within 14 days after receiving the product. This deadline can be extended, and in most cases, suppliers give up to 30 days of margin for this. Others even reach 100. The merchant is not only obligated to offer the money back, but to ensure this right is a very favored point facing the customers. The vast majority of users make good use of this option, but what about those who discard by default and take advantage of this possibility? So, we have three stereotypes of buyers who "give back too much" and from whom all eCommerce tries to flee: The wardrobe buyer. Why buy clothes if you can borrow? Clothing or any other object. Let's take the example of an appliance. A major sporting event is coming up as the World Cup and television is t

Make buying online a differential experience to buy in store A few years ago, all that mattered when buying online was that the price offered by the products was lower than that of the physical stores. Consumers based their interest in the online market in the fact that what they were going to find would be cheaper than what they found in stores as always. The price continues to be a differential element to buy on the internet, but it is not the only one that matters and is not the only one that pushes the consumer to the arms of the network. Online stores have to create a unique, quality experience that sets them apart from physical stores to attract consumers' attention. Let's follow the example of online furniture stores. How can you create a completely differentiating experience that makes consumers come to the network to get the products? Brands can draw on many elements that can create a potential for purchases that is even superior to that of physical stores.