Creating an ecommerce is not always the right choice for those who have a physical store: find out on the blog when it is really convenient to rely on online commerce and what are the main advantages and disadvantages
Creating an e-commerce can represent a turning point for the activity of a physical store, even more so after the explosion in the world of the Covid-19 pandemic, which has changed the purchasing habits of consumers. However, focusing on online commerce is not always the most suitable solution. In fact, opening a virtual shop is not always synonymous with a guarantee of success. In fact, creating an ecommerce site without the necessary preparation can be a risky and very expensive choice.
Those who have a physical store and are wondering whether or not it is worthwhile to create an ecommerce from scratch must take into account all the potential and advantages of an online sales platform, but also the commitment and investment necessary to make the store functional and efficient online, as well as its possible disadvantages.
This specific guide explains when it is worthwhile for those who have a physical store to create an ecommerce and why.
Is it really worth opening an ecommerce?
There are several reasons why opening an ecommerce, on paper, is an advantageous choice for those who have a physical store.
First of all, an online store is always open and this means that, potentially, it is possible to sell your products 24 hours a day, without the limit of the opening hours of a physical store. This aspect proves to be even more important in light of the Coronavirus pandemic, which has determined long lockdown periods in Italy and around the world and strongly and repeatedly conditioned the possibility for customers to physically move to shop.
The possibility of selling one’s products is not only extended at a temporal level, but also in the spatial one: thanks to ecommerce, in fact, it is possible to expand one’s catchment area regardless of where the physical location of the business is located and thus conquering new market niches , even abroad.
Generally, then, the costs of managing an ecommerce know no inferior to that of a physical store, in terms of buying / renting the room, utility bills and personal. Obviously, in most cases, the opening of an online store supports and does not replace the physical store, but this general consideration on costs can lead to a redefinition of investments in the physical store.
With an ecommerce you can increase the sales of your products / services, but also keep track of them: thanks to the web analytics tools , for example, you can find out in a few clicks which are the best-selling products, how your customers are made up. and what paths users who land on their platform follow. With all this information available, it is then easier to better profile customers and organize your online showcase.
Now that we have briefly analyzed some of the different benefits of an ecommerce, it is time to remember that “all that glitters is not gold”. Opening an ecommerce , in fact, is not always convenient . If it is true that practically anyone can open an ecommerce, it is much more difficult, in fact, to sell online.
The reasons are many: despite the impetus given to the sector by the Coronavirus pandemic, for example, widespread resistance to making online purchases is resisting , mostly due to unjustified fears related to the security of transactions, but also due to the absence of face-to-face contact. face with the sales assistant (hence the importance of implementing a live chat) and for the longer waiting times associated with the shipment of the goods.
Much more decisive, however, is the absence of strategic analysis (both from a commercial point of view and as regards the specific area of marketing) at the basis of the decision to create an ecommerce: the “simple” action of opening an online store , as mentioned, it is not enough to sell one’s products.
On the contrary, it is necessary to follow the purchase of the ecommerce platform with further important investments to make the right steps in terms of marketing. Specifically, for example, it is important to take into consideration, even before deciding to create an ecommerce, the expense necessary to create effective advertising campaigns or to populate the site with the right and correctly written content.
Too often, the creation of an ecommerce is not followed by adequate management of it, with the result that the commercial offer in the online store is scarce and far from becoming a key factor in its favor.
For this reason, an adequate preliminary analysis in terms of costs / benefits is always necessary and decisive to understand, case by case, if creating an ecommerce is really convenient or can represent, on the contrary, a false step.