The Pitfalls of Building Your Own eCom and How to Avoid Them

author image Written by: Nicole McCormick           Categories - Digital Marketing, eCommerce

Foolproof Tips For Building a Better eCom

Is your eCom making little to no sales? Online stores have so much opportunity to be successful, but it doesn’t come without its own set of very specific pitfalls that are easily avoided.  

Whether it’s branding or customer service (or lack thereof), it’s important to pinpoint the areas where your eCom could use some improvement, so you can take action and set your business up for success.  

With that being said, this article will explain the common errors people make when setting up their eCommerce platform while providing tips on how you can improve your chances of making a sale. 

Common Pitfalls to Avoid When Building An eCom 

Weak Product/Service Presentation 

You could have created the world’s most revolutionary, earth-shattering product, but it wouldn’t matter if you’re unable to present it in a way that makes people want to buy it. 

When consumers shop online, one of the biggest disadvantages is that they can’t physically touch or see the product they’re looking at, so they rely on highquality product images, descriptions, and even videos to convince them to pull the trigger. 

In order for your eCom to be successful, all these elements must be present: 

  • Highresolution product images that clearly show what the product is and looks like 
  • How-to videos that show the product in use and how to actually use it 
  • Well-written SEO optimized product descriptions that explain what the product is all about in a clear and concise way 

Lack of Or Poor Customer Service 

As the world becomes more and more digitized, it’s more important than ever to not forget the foundation of any successful business – good customer service.  

You may be able to draw customers in with a shiny, new eCom site, but you won’t be able to keep them for long if you don’t work on your customer service. 

Take a look at the king of the eCom world, Amazon. Besides making online shopping incredibly simple, Amazon has, perhaps, the best customer service on the internet. Now, we’re not suggesting that your sales can reach the same heights as Amazon simply by improving your customer service, but it will definitely help.  

No Branding Image (Logo, Story, Theme, Etc.) 

In order to build trust with your customers, they need to know who you are and what you stand for, which all comes down to your branding. Branding is incredibly important, as it’s what makes you unique and sets you apart from your competitors. Here are some branding tips to follow: 

  • Make sure your brand story is present and conveyed in a way that’s interesting to consumers 
  • Have a modern, unique logo design that matches your branding 
  • Make sure your branding (colours, logos, font, etc.) is consistent throughout your website and social channels 

No About Us Page 

People want to get to know the people behind the brands they shop from, and by not sharing your history and story with your customers, you’re doing your brand a huge disservice. 

You don’t necessarily have to get into all the nitty-gritty details, like your Grandma’s cat’s name or where you went to summer camp (unless it’s relevant to your story), but basic details about who your brand is, how it started, and your mission and core values are incredibly important to include.  

Complicated Shopping Carts 

It’s no secret that people have short attention spans, so if you make it difficult for them to make a purchase, you’ll lose their interest fast.  

The key is to eliminate as many steps as possible between adding a product to your cart and finalizing the sale. For instance, don’t make it a requirement for customers to create an account with you before they make a purchase. If a customer likes you enough that they decide to become a return customer, chances are they’ll create an account willingly. By forcing their hand, it can leave a bad taste in their mouth. 

Confusing Site Navigation 

Again, if people have trouble navigating your site, they’re going to move on to the next guy – likely your competitor with easier navigation. 

Just like in brick and mortar stores, people like to browse around before committing to buying something, especially if it’s their first time seeing your site.  

Make sure you include a main menu on your site that includes all the relevant pages and remains constant as visitors bounce around on your site. 

Including relevant calls to action on certain pages can also help create easier navigation. 

Discounting SEO 

Search Engine Optimization (SEO) is a vital tool for growing your business long-term and is one of the most effective ways to drive traffic to your website organically without paying for ads.  

In fact, search engines drive 10 times more traffic to eCom sites than social media, so getting your site to the top of Google search results is key to driving sales and ensuring long-term success. 

Here are just a few ways to help improve SEO: 

  • Prioritize page load speed 
  • Link to relevant content from authoritative sources  
  • Product fresh, relevant, high-quality content regularly 
  • Create an inbound linking strategy 
  • Use simple, readable URLs 
  • Use the right keywords 
  • Track your analytics 

Results will likely not be instant, but stay patient and keep pushing through, and you’ll start seeing the leads roll in. 

Not Thinking Mobile 

It’s 2020, so we really shouldn’t have to convince you of this. Mobile-first is a given when it comes to anything with a URL. In a world where smartphones are taking over standard computers, mobile-responsiveness is absolutely critical. Period. 

No Social Presence 

Social Media can sometimes seem like it’s not worth your time, but trust us when we say this couldn’t be any further from the truth. 

Whether it’s setting up paid Facebook ads, creating a Facebook catalog to sell your items on the platform, or collecting reviews and communicating with your customers, having a social media presence is a vital component of your success as an eCom. But don’t focus all your efforts on Facebook. Do some research and determine which platforms would be the best fit for your industry and focus your efforts there. 

The Takeaway 

With the world becoming more and more obsessed with online shopping over brick and mortar storefronts, there are so many opportunities for eCommerce businesses. By following our advice and avoiding some of these all too common pitfalls, your chances of finding success online will increase dramatically, allowing you to take your business to places you never imagined. 

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

Google Announces Partnership With GoDaddy


Google announced on its blog this week that it was teaming up with GoDaddy in an effort to help e-commerce website owners integrate their product inventory across Google more easily.

So, what exactly does this partnership mean for GoDaddy merchants? According to Google, Merchants can now get discovered across Search, Shopping, Image Search, and YouTube with just a few clicks. GoDaddy merchants can also upload their products to Google, take advantage of free listings and ad campaigns, and even review performance metrics without leaving their online store.

GoDaddy also revealed in its own press release that GoDaddy merchants who create their first Smart Shopping campaign may be eligible for $150 worth of Google ad credits.

The ultimate goal is for GoDaddy merchants to be discovered by new customers through Google Shopping, Search, and YouTube.

“By teaming up with platforms like GoDaddy, we are able to help even more businesses make more connections with shoppers who are eager to discover new brands,” said Matt Madrigal, Google’s VP/GM of Merchant Shopping in a blog post.

Merchants aren’t the only ones Google is hoping will benefit from the partnership, though. The search engine indicated that they want searchers to have more choice when it comes to finding new, unique products from small online businesses.

“Shoppers get the most choice when they can easily discover businesses and their unique products,” said Madrigal. “And when those products get discovered, businesses can connect with more customers. We see it as a win-win, which is why we’re working hard to make commerce more open online.”

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Shopify Unite Previews Features For Developers, Merchants


Shopify announced plenty of exciting news and features at its Shopify Unite event in Toronto, ON, on June 29.

Shopify Unite is an annual summertime conference held to show what the future holds for the ecommerce platform and the developers and merchants who use it.

According to Shopify, this year’s conference was about “the infrastructure, tooling, and technologies that make the future of commerce possible.”

“The internet is the world’s largest city, and Shopify is building its commerce infrastructure,” said Tobi Lütke, CEO of Shopify. “Especially over the past year, we saw independent businesses succeed by showing up creatively and uniquely in this city. The future of commerce on the internet relies on creative expression at every touchpoint.”

Read below to learn about some of the announcements that may interest digital merchants and web developers.

Zero Revenue Share For Shopify Apps

The Shopify App Store contains plenty of free and paid plugins that Shopify users can install to transform their website.

Previously, those who published apps to the online store would have to agree to a 20 percent revenue share with the company, meaning they would forfeit 20 percent of their earnings.

Now, Shopify has announced that publishers or developers whose apps make less than one million dollars will not have to share any of their revenue – and those who make more than one million dollars will only have to start sharing 15 percent.

New Online Store

Shopify is relaunching its online store, aptly calling it ‘Online Store 2.0.’

“In the past year, we’ve seen traffic double across online stores, as shoppers turned more and more to online shopping during the pandemic,” the company explained in a blog post. “In today’s world, how a merchant’s store shows up online has never been more important.”

The new launch will include an “updated theme architecture” to ensure that merchants and developers have an improved experience, including more customization.

The ‘sections’ feature will be made available to more pages on users’ sites – previously, it was only for use on home pages.

Shopify says it will be easier for merchants to be integrated into apps without having to use any code. Additionally, users will be able to add apps’ supporting assets to their theme app extensions for fasting hosting using Shopify’s CDN.

Theme Store Relaunch

Shopify’s dedicated theme store has not accepted submissions since 2018 – but the company announced that it will soon relaunch the platform for theme creators.

Shopify says creators will not have to share their revenue, similarly to how the company is structuring its app store. Instead, creators will have to a pay a one-time fee of $99 USD in order to have the ability to submit themes.

Shopify Checkout Made Easier With Apps

Shopify Checkout is an important feature for Shopify stores – it allows shoppers and merchants to have successful transactions.

Previously, Shopify Checkout only allows users to make small changes through the ‘editor’ portal – and more prominent changes can be made if users have a Shopify Plus account.

Soon, Shopify says all users will be able to make significant changes to their Checkout service.

“These new capabilities will let you build whatever it is merchants need, from simple customizations, all the way to complex user interfaces (UI) and business logic,” the company said. “This update includes checkout extensions, changes to Shopify Scripts, and a new payments platform.”

Shopify plans to elaborate on all of these announcements and more during a ‘town hall’ event on July 15.

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