The year 2020 will be remembered for many things, most of them negative. But it will also be remembered, in the business world, as the year of the online store. Until that moment, many companies had already been investing heavily in eCommerce; however, the pandemic made an online store the only way for many of them to keep operating.

Thus, the common question about adopting eCommerce has changed substantially. It’s no longer about whether to create an online store, but when to do it.

This is mainly because the pandemic highlighted the importance of having a point of sale at all times, with more or less independence. Additionally, over the past months, we have seen online sales increase significantly, user adoption of this system grow steadily, and online shopping become more frequent than physical shopping per user. In other words, we’ve observed how having an online store increases profitability.

If we add to this the ability to build an online presence—which is also beneficial for branding and boosting sales—the integration of eCommerce into the sales strategy of small and medium-sized businesses (SMEs) becomes practically mandatory.

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The first steps before creating an online store

Before anything else, it’s important to understand the alternatives available to your company. To varying degrees, we all know what an online store is, but in practice, there are many types of eCommerce, and it’s essential to evaluate all options initially to make the best decision.

As with any new project, there are a series of questions that must be answered. They may seem basic, but they are extremely useful early on and can guide more complex decisions later.

This article on types of eCommerce sheds some light on these questions. Refer to it to resolve doubts about the kinds of electronic commerce that exist and the first questions you need to ask when considering launching an online store.

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Steps to design an online store

First, you need to reflect on the business objectives your online store can achieve. If this is your first experience, it can be a challenging task, but you can always look at similar success stories and available studies or statistics, adapting them to realistic expectations.

Based on these objectives, it will be easier to answer some of the following questions:

What type of eCommerce do I need?
Depending on the company type and objectives, you can build a B2B or B2C eCommerce. Other options include hybrid models, selling to public authorities, creating a consumer marketplace, etc.

What scope will be covered?
This question is simple but important. Before creating the store, plan the regions or countries where sales will occur, which will determine other critical factors such as currencies, logistics, and languages.

What products will be sold, and how many?
If your product catalog is very large, moving it online can be daunting. Focus on products or services that are best suited for online sales—those that sell well, are easy to ship, or have high profit potential. Start with a core selection and expand over time.

How will products be shipped and where?
Think carefully about your delivery areas and possible restrictions. Shipping is critical because customers judge the company by the delivery experience, not the courier. Establish clear policies on delivery times, shipping zones, packaging, returns, and handling damages or losses.

How many customers do you need, and what type?
It might seem that any buyer counts, but identifying the type of customer you want helps tailor messaging, products, and processes. Knowing the number of customers needed aids in monitoring, tracking, and analyzing results.

How many orders do we expect, and what revenue does that imply?
You should have a projected revenue and order volume for the online store. This guides your strategy and helps anticipate the project’s needs.

Which payment methods will be available?
Just as with shipping and scope, define the payment options considering both your company’s capabilities and customer preferences.

What is the Customer Service structure?
It’s essential to have a team ready to handle questions, requests, and complaints. They need proper tools, procedures, and training to provide excellent service—a cornerstone of online store success.

What is the communication and social media strategy?
The online world has established rules, but competition is intense—likely greater than in physical retail. Make sure your team is trained in content creation, design, social media management, email marketing, SEO, online advertising, and photography.

How do I comply with regulations?
Compliance is critical. Online stores must follow tax, privacy, and cookie regulations. Additionally, trust-building measures like certificates, seals, return policies, terms of use, usability, detailed product information, company details, and contact options are essential.

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Creating a good online store is an exciting but demanding journey. However, the potential benefits can save your company during challenging times and propel it to levels of success previously unimaginable.