How to Scale Your eCommerce (2)

  • Ready to continue growing your business? We share some tools and tips with you to scale your eCommerce.

  • You had asked for a second part of the series: how to scale your eCommerce, so we will not make you wait any longer. Here it is.

    Unlike the first post (which I recommend reading beforehand), where we presented situations through examples, in this article, we will focus on more specific strategies and, above all, on the tools we have available to implement them.

    Ready? Let's go...
  • 3 Ways to Scale an eCommerce

  • We are clear that we want to grow sustainably and effectively. The theory is clear, but sometimes we need to analyze to identify which areas are most susceptible to scaling.

    This is always my first recommendation. In terms of data, review all aspects of the business with potential for improvement, and, importantly, assess to what extent the improvement justifies an investment of time, resources, and money. I do not include it as one of the 3 points, but if you were to, the analysis would be point 0.

    Assuming this internal audit of your processes has been done, let's get down to business.
  • #1 - Loyalty: Consolidate Before Taking the Leap

  • Something to avoid is trying to cover new niches or areas of business if doing so jeopardizes the model that is currently sustaining us. That is why it's critical to work with the customers we have, make them more recurrent and profitable, so we can tackle other ventures.

    My advice is to work on loyalty strategies. As you probably already know, these involve developing actions that allow us to generate a stronger bond with the customer, creating a relationship that ensures we are always among their purchasing options and they have a sense of belonging.

    This can be through offers, but also with very close customer service, a content strategy on social networks that tells stories, tailored email marketing campaigns...

    Loyalty allows us to better understand our customers and, based on what we learn, launch new complementary products or services that represent untapped business opportunities.
  • PRO TIP: Develop a loyalty program where users earn "money" to redeem in-store with certain actions. Imagine, for example, earning extra points for completing surveys or buying new products.
  • #2 - Automate and Simplify

  • One of the biggest hurdles we face as eCommerce managers is to make our resources profitable. Time leaks, ghost expenses, recurring tasks, processes that are institutionalized in a certain way and continue to be done the same way without anyone questioning whether it makes sense...

    The remedy for many of these cases lies in two avenues: the first is to simplify, eliminate unnecessary tasks that don't provide a clear benefit. The second is automation.

    What tasks can be automated in eCommerce to scale its results?:

    • Order management: a good software, properly integrated with your store and your logistics system, prevents incomplete or duplicate orders from leaving the warehouse. You can explore some of these logistics tools here.
    • Stock control: it is one of the most arduous tasks, and poor management has a direct impact on our margin and, worse, on the user experience.
    • Customer communication: from transactional emails to purchase assistance through a chatbot, order tracking, or after-sales service.
    • Campaigns: the main advertising platforms already allow us to use dynamic formats that compose creatives based on a series of resources that we introduce. To some extent, this allows us to amplify reach and performance without dedicating more time to creating ads and managing them.
  • PRO TIP: Many of your store's problems may come from incorrect management of invoices (incoming and outgoing). I cannot recommend enough that you use invoicing software like these, even if you have an accountant.
  • #3 - Monitor Your Competition

  • You dedicate a large part of your efforts to research, try out new strategies, open business lines... and then, when you finally hit the mark and see results for some time, you find that one of your competitors has "drawn inspiration" from your work and has released something very similar. What we propose this time is that you get ahead of them.

    There are some aspects that can be observed at first glance, just by interpreting what we see in their store, we can get an idea of where their strategy is going. The thing is, we are always going to lack a lot of information (and obviously the figures).

    Fortunately, the Internet provides with very interesting tools that, while they will not give you precise numbers, will help you identify trends in the competition, for example:

    1. Pricing policies: Scaling an eCommerce necessarily involves being competitive. Prices are set by the market, so you must monitor your current and potential competitors. Only then will you be able to compete with them.
    • SEO: Indeed; SEO is the best way to know a rival's future intentions. By tracking the keywords they're trying to rank for, you will have a map of their business strategy.
    • SEM: There are also tools that allow us to know the ads and campaigns of the competition. SEO can give you a global view, but studying SEM shows you the areas where they are willing to invest.
  • PRO TIP: There are many services that allow you to identify price changes and even automatic repricing tools to adjust the cost of your products within a predetermined range. Likewise, there are other types of software that monitor the competition, generate reports, and identify trends.
  • Do you know where to start scaling your eCommerce? If you want to know more, just leave your question in the comments or on our social networks.

Miguel Nicolás

Miguel Nicolás O'Shea is a life-long copywriter (more than 15 years working in agencies) and a specialist in Search Marketing (SEO and PPC). From now on, he will contribute with his online marketing experience to Oleoshop, publishing regularly.

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