What Not to Do: The eCommerce Strategies to Avoid

If you’ve spent any amount of time on the internet, you know that eCommerce strategies run the whole gamut of “the good, the bad and the ugly.” We strongly believe that everyone can be good (if not great) at this whole eCommerce game, and in order to do so we suggest you stay far, far away from the following strategies:

Skimping on Product Descriptions:


It’s easy to inform customers of pricing, discounts and fast 2 day shipping because they are all quantitative factors. And while they are an essential aspect of any eCommerce site, there are other important details to include on product description as well. Product descriptions are a great opportunity to inform customers about your quality, materials and story. Do you only use materials harvested within the United States? Are all of your pieces handmade? Do you donate a portion of all sales to a charity? These are all selling points for not only your products but your brand as well, don’t shy away from promoting the fine quality, skilled labor and thoughtful design that goes into all of your products.

Streamline the Packaging to Save Money:

This applies to those selling physical products. There are immediate economic benefits to choosing the most frugal packaging available (think plain brown boxes, nondescript labeling and an overall average look).

Packaging is also a huge opportunity to add a custom feel to each transaction.
If you know your customer base and you can capitalize on whatever niche market you are a part of, it can really benefit you in terms of customer satisfaction. The best example of custom packaging can be seen with a lot of the monthly box subscriptions (Birchbox, Ipsy, Conscious Box, BarkBox, Dollar Shave Club, etc.), as they all take into consideration who is buying their products, then look for ways to turn their packaging into more than just cardboard and bubble wrap. Whether it’s recognizable pink packaging or a handwritten note, this is one of those times where a little thought goes a long way.

Offering Too Many Discounts:

Everyone loves a good deal, and we’ve mentioned many times before the power of offering promotions and free shipping to new and/or loyal customers. However, there is an inherent risk of devaluing your products if you are running back to back sales with never ending promotions. Think of it this way, if customers recognize that you are running a new sale every couple of weeks, they will start to expect special pricing on every purchase they make. In fact, some customers may hold off on buying something they want simply because they assume if they wait a couple days they can score a better deal. Use promotions wisely so they are seen as a nice surprise rather than a never-ending sale.

Share this Post

About the Author

Brett Chesney