The hidden face of eCommerce: platform, strategy, legal and logistics


Today, online sales offer endless advantages for companies: cost reduction, greater reach, ease, and even greater economic benefit.

We all know that this type of sale is here to stay, but is it as easy as it seems to be successful in eCommerce?

When we enter the online world we have to know that success lies not only in selling, but in many other factors. The digital seems to have a lower filter in terms of demands for the client, however, it is quite the opposite.

An ecommerce is not just a website, we could say that it is a showcase of those of the past, where the image, design, accessibility or digital treatment with the client is essential. However, knowing how and when your order will arrive, knowing that you are doing things right legally and proposing a good sales strategy can be the final touch to attract a sea of ​​loyal customers.

The customer is looking for an agile experience that satisfies what they are looking for, and that is why we must take several things into account before jumping into the world of online sales.

What to consider before launching an eCommerce

1. Platform: “Ecommerce or marketplace?”

Currently there are many online sales options and one of them is marketplaces. Channels that are easy to reach and have a great reach, but if you want the shopping experience to be as satisfying and personalized as possible, you have to set up your own ecommerce.

There are two main advantages compared to marketplaces: the absence of competition in your same channel and a higher profit margin. But above all, it will give you an image and a position appropriate to the demands of your client and that has infinite value.

However, if you do not have the means to set up your own ecommerce and attract potential buyers, or you are simply testing a product or a market, the ideal is to start with a marketplace.

If we focus on ecommerce, there are multiple options to create it: Shopify, WordPress, Prestashop, Magento, builders and templates offered by the hosting you hire, etc. It is important to choose a technology that is appropriate to our economic resources and that allows us to grow and have a certain technological independence.

In an ecommerce, a multitude of professional profiles come into play, which can be in-house or suppliers. The essentials to get it up and running are:

Programmer/developer/webmaster to implement ecommerce unless the marketing manager has this knowledge. Web / UX designer to propose a good design and usability. Warehouse staff preparing orders. Digital Marketing professionals who are in charge of the management of ecommerce and its contents, as well as the strategy to boost sales.

2. Legal framework: “Never underestimate legal issues”

One of the important things to take into account in the legal field is the identification of the basic data of the business, as well as being able to offer systems for queries and claims.

In addition, to set up an ecommerce it is necessary to comply with the regulations for the protection of personal data of users, various obligations regarding distance sales, cookie policies, consumer protection specifications and compliance with certain obligations of those who offer services. In Internet.

All the obligations mentioned must be collected mainly in 4 clear and simple documents that must be available on the web:

When we deal with consumers, the regulations are strict, so it is important to take into account all these legal aspects so that our ecommerce does not incur in violations that could later lead to sanctions.

3. Strategy: “How are you going to generate sales?

In all new projects, you must have a clear plan aimed at achieving the objectives, and have a planned strategy for online sales.

That is why it is essential to carry out actions that lead you to generate more traffic to the web and, consequently, achieve sales. But first we must know how to do it, in what channels and identifying very well the messages that will attract our target audience.

A well-defined strategy will save you time and money, but above all it will fill you with satisfaction knowing that you have a plan and you want to achieve it. The security of believing that you are doing it right will be your best ally.

According to Seth Godin, an American entrepreneur, “The reason your customers seem to only care about price is that you haven’t offered them anything else they’re interested in.”

That is why you will have to find a good value proposition to transmit in your ecommerce and your entire strategy.

4. Logistics: “Arriving on time is a victory”

Design, creativity, traffic… all of that is great, but what about logistics? “Is no one going to think about logistics?” as The Simpsons would say. We all like that the package arrives on time or that we have stock of the product we have chosen. Faults that we can forgive in a physical store, but when browsing a digital space we remember that many things fit in a store. This is an important part and one that we often forget. Creating an operations plan will guarantee the continuity of your online business.

It’s only when you start taking orders that you realize you don’t have enough inventory, you’re understaffed, your processes are inefficient, and your operating costs end up absorbing almost all of the margin that should have been profit. And all this translates into customer dissatisfaction when receiving the order late, careless packaging or the disappointment of not having stocks.

As Donald Porter, Vice President of British Airways says, “Customers don’t expect you to be perfect. What they expect is that you fix things when they get complicated.” And that’s what logistics is based on, being able to arrange things to be perfect.

What is the biggest challenge in logistics today?

Previously, companies used to work without stock: when the platform received an order, the manager ordered directly from the supplier. With the arrival of Covid-19, this changes radically: factories stop, transport is paralyzed, human resources are scarce and companies cannot deal with online commerce because they do not have a stock storage culture.

However, there was a company that had the best profit figures in confinement, and it is the already famous Amazon, since, having its own warehouses, it also had enough stock to sell.

Many companies prefer to sell online through marketplaces. Although this also has risks such as not selling all the stocks, which implies higher costs.

Therefore, first of all we must carefully analyze what general strategy we are going to follow, what the supply chain actions are going to be and, of course, be aware of the legal aspects of our ecommerce without forgetting that each store will require specific configurations. according to its nature.

How did I learn all this and with what methodology

All this, with the analysis of Vicente Moncho, logistics professor at EDEM and Dani Rodriguez, sales professor at Amazon. When we talk about studies and knowledge, one stops to think about the years he has been learning. When you start working, you understand that you never stop learning, that you never stop growing. Stages such as passing through the Master in Digital Marketing at the EDEM business school make you face the future with more knowledge, but above all, more experience.

I already said it at the beginning of this article, life is full of experiences… And I hope that the client looks for you.

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