Building trust is key to eCommerce success
Digital Transformation Modern retailers are operating across multiple channels, David Campbell explains how to build trust and maximise these new opportunities.
"eCommerce continues to grow rapidly each year, with an increased focus on the mobile-first approach. Over €602 billion was spent online across the EU in 2017 and it’s crucial we support Irish retailers to capitalise on these opportunities. The Irish eCommerce Trustmark, launched in partnership with eCommerce Europe, enhances consumer confidence and promotes cross-border eCommerce.
"An eCommerce dashboard in November highlighted a 74 per cent year-on-year increase in mobile browsing activity between 2016 and 2017, with many retailers reporting their busiest online trading period in history during Cyber Week 2017 (from Monday 27th Nov.).
As competition within the eCommerce space grows, so do customers’ concerns with privacy and security:
What can retailers do to establish and build trust from consumers?
A Trustmark can increase conversion rates by up to 26%.
"Trust plays a pivotal role when consumers are shopping online. The Irish eCommerce Trustmark ensures a safe environment for online shoppers, which is becoming more relevant with the GDPR legislation being introduced in May this year.
"A certified retailer with the Trustmark displayed on their website indicates to the consumer that they comply with the latest Irish and EU legislation. Recent EU surveys indicate that a Trustmark can increase conversion rates by up to 26 per cent.
Scaling your business can often be the make or break for many SMEs; eCommerce is no different:
What advice would you give to those looking to take their company to the next level?
"One of the biggest challenges for SMEs is resources. Almost one in five Irish SMEs have no digital presence whatsoever – while only 40 per cent of Irish SMEs with a website can process sales orders online.
I recommend extensive research into shopping habits.
"I would recommend extensive research into consumer shopping habits, high potential markets, web development agencies, logistics and payment providers and grants to assist SMEs looking to scale. Steps such as eReceipts in-store will help develop a more efficient CRM (customer relationship management) database to assist with future re-marketing strategies.
"It’s crucial to ensure your website is translated into the various markets you are trading within and also to constantly innovate your customer experience through live chat, improved product sizing guides and flexible delivery options, creating a simplified user experience.