On the other hand! you must not make the opposite mistake of restricting your offering in search of absolute uniqueness: you need to offer a certain depth of assortment ! without forgetting the 80-20 rule (generally: 80% of the turnover is generated by 20% of the products).

Those products that sell little still serve to attract attention! “fill” the virtual shelves! give authority to the store that offers abundance and proves to be an “expert” in the sector also thanks to the assortment.

For “newly born” online stores! one must not forget to aim for progressive growth ! both in terms of advertising campaigns (which however now require basic investments below which it is difficult to operate)! and in terms of constant work on the website.

Small E-commerce: How Can They Grow and Scale? The Theme of Trust

Constant work on the e-commerce site! under different aspects:

• general graphics and web design .
• Site speed! Google’s Core Web Vitals first investor database and foremost. Regarding the LCP metric of these parameters required by Google! Alessio Pomaro highlights how improving this value can then also determine an improvement in the conversion rate ( see the graph at the bottom of the article ).
• User Experience ! especially at checkout level.
• Customer service during the purchase phase and of course also after the sale.
• Serious and recognized review system (social proof).

These are all aspects that can be indirectly included in CRO – Conversion Rate Optimization activities ! i.e. the optimization of the conversion (sales) rates of the online shop.

These elements! over time! are crucial to building brand awareness and ever-increasing “ trust ” among users who land on the online store.

It doesn’t matter much how much you invest in advertising or how well your Google and Meta campaigns are done:

if there is a lack of authority! trust and awareness of the brand that sells! the conversion rates (from users to customers) will always be low at the key points in marketing strategy beginning! except in rare and fortunate cases.

Proactive Communication Strategy

There are marketing activities that are specifically designed to bring direct sales ! mostly: all the optimization work on the site and the advertising campaigns essentially go in this direction.

But if there is a lack of constant company storytelling – through social media channels! newsletters! a news area! videos (a YouTube channel! why not) –then that emotional and trust-building story is missingwhich is an essential factor for retaining users and progressively improving e-commerce conversion rates.

It should not be overlooked or minimized: it also requires investment! time and professionals…

There are also opportunities during the year to monitor: the hype of the moment to exploit! the seasonality of your sector (e.g. a site that sells sports items related to football! will have to effectively monitor certain moments such as the start of the championship / athletic preparation; the football world cup; etc.)! as well as the moments of seasonality of the market .

Seasonality of the market

Regarding seasonality: Christmas! Black Friday! Valentine’s Day! peak times in your sector… they all need to be analysed and planned in advance .

An example I have witnessed: thinking about the winter sales period after Epiphany! when you return from vacation! means missing out on this important sales moment.

Likewise! it is harmful not to consider burkina faso leads downtime with poor sales ( e.g. if you sell hot infusions! July will not be your top month for sales ): these are excellent opportunities to experiment ! moving advertising investments to other products or perhaps offering strong discounts to stimulate latent demand from customers willing to buy earlier! just to get a better price.