Your own online store – steps to take before implementation

What will you learn from the article?

• What are the key steps to starting your own online store?
• What to pay attention to when analyzing the eCommerce market?
• How to define the unique value of your store and stand out from the competition?
• What business goals should you set when setting up an online store?
• How to develop a marketing and promotional strategy after launching a store?
• How to choose the right e-commerce platform and what should you consider when choosing it?
• What legal aspects are important when running an e-shop?
• How to conduct an efficient returns and complaints process?
• How to design an online store to make it functional and attractive to customers?
• What elements of logistics and customer service are crucial to the success of an online store?

Owning an online store is a business option for many entrepreneurs. According to research conducted by Dun & Bradstreet Poland, the number of registered e-stores in Poland in 2022 reached nearly 58,000. What steps should you take to launch your own e-commerce business? We answer this question in this article.

E-commerce market analysis and your own online store

E-commerce market research is a crucial step for the success of any online venture. There are a number of aspects that should be considered and analyzed before launching a store. A comprehensive market analysis should address, among others, the following topics:

1. Defining goals:

Define what you'd like to achieve through analysis. Do you want to identify a market niche, research the competition, or understand customer needs?

2. Competition

Identify your main e-commerce competitors. Research their product offerings, pricing, marketing strategies, customer reviews, and more. Your competitors can show you how you can do better.

3. Niche Research

Identify market niches—areas not yet fully exploited by competitors. This could be a product, geographic area, target group, or other aspect of the market.

4. Potential target group

Understand the needs and preferences of your target audience. Use demographic, behavioral, and psychographic analysis tools.

5. Trends

Follow current trends in e-commerce. Find out which technologies, products, and business models are gaining popularity.

6. Price analysis

Check industry standard pricing. Consider whether you can compete on price or whether it's better to focus on added value.

7. Marketing tools research:

Identify which marketing tools are most effective in your industry. Are they social media campaigns, email marketing, or other forms of online advertising? We'll cover these in more detail later in this article.

8. Payment and delivery preference survey:

Research your customers' payment and delivery preferences. Are specific payment methods or fast delivery important to your target audience?

9. Analysis of results:

Carefully analyze the collected data and draw conclusions. This will allow you to better understand the market and adapt your business strategy.

10. Monitoring and adjustment:

E-commerce markets are extremely dynamic, so it is important to regularly monitor changes and adapt your strategy depending on new trends and customer needs.

Market research is an ongoing process. The better you understand your industry and customers, the greater your chances of success.

Defining the unique value offered by the online store

When you run your own online store, defining the unique value proposition of your online store is crucial to attracting customers and building loyalty, which is crucial given the sheer number of online stores operating in the market. To determine your unique value, consider these 10 factors:

Define your niche – Determine which market segment you want to operate in. Will it be a specific product category or target group? Find a place that isn't oversaturated with a given product, or a product that won't be found everywhere.

Selecting products for the store: Related to the first point, check if you offer products or services that are difficult to find elsewhere. Choosing which products to store is one of the most important decisions to make.

Pay attention to quality: If your products are known for their high quality, make sure to highlight this. Customers are often willing to pay more for superior products.

Providing top-notch customer service: Invest in customer service. Responding quickly to inquiries, helping resolve problems, and offering extended warranties can all set your store apart.

Personalized approach: Offer a personalized shopping experience. This may include product recommendations tailored to customer preferences, special offers, or loyalty programs.

Focus on added value: Consider what additional benefits you can provide to your customers. These could include free advice, samples of new products, or other educational materials related to what you offer in your online store.

Community involvement: If possible, build a community around your brand, e.g. on your social media or in thematic groups.

Transparency and ethics: Customers appreciate transparency. Clearly presenting information about products, returns policies, and ethical practices can attract customers.

Collect opinions and recommendations: Positive customer reviews and recommendations confirming your store's unique value can attract new customers and foster customer loyalty. Show that your customers' opinions are important to you.

Defining the business goals of the online store

A business strategy, its development and carrying out activities in accordance with its assumptions, is very important and systematizes a number of activities around your own online store.

Defining the business goals of an online store involves analyzing a number of issues, but there are some general goals that are important from a business perspective.

• Sale: Increasing the number of transactions, basket value, and conversion rate. Sales and their growth are among the most frequently mentioned business goals.
• Development of a group of new customers : acquiring a specific number of new customers, e.g. by age group, specific market, or geographic area.
• Increasing awareness of your brand and building its reach : business goals related to this may include, for example, marketing campaigns, participation in industry events, content marketing showcasing expertise.
• Conversion optimization: To achieve this goal, it will be important to test various page elements, such as CTA buttons and forms.
• Development of the product range: If you're planning to expand your product offerings, identify which categories or products you'd like to add. This can help you attract new customers and increase order value.
• Increasing customer loyalty : you can achieve this through loyalty programs, exclusive offers for regular customers or personalized shopping experiences.
• Customer experience optimization : in this respect, page loading speed, ease of navigation, and content readability will be important, among other things.
• Sales Channel Development : If appropriate for your industry, consider expanding into other platforms such as social media, auction platforms, or even wholesale.
• Minimizing costs : This can also be part of a business strategy. Minimizing costs can include eliminating unprofitable elements of e-business.

It's important that goals are SMART (Specific, Measurable, Achievable, Realistic, Time-bound) and tailored to the specific industry and market situation. Regularly assessing progress and adjusting goals as needed are crucial to the successful implementation of your business strategy.

All the issues related to the unique value offered by the online store, market analysis, planning marketing activities, defining business goals - the development of a long-term development plan is another point on which an e-entrepreneur should focus.

Marketing and promotional strategy plan after launching your own online store

Every online store owner knows that marketing and promotional activities after launching an online store are key drivers of traffic and sales. There are a number of actions you can take immediately after going live with eCommerce. These include:

• SEO
• Social Media
• Email marketing
• Advertising campaigns (Google Ads, Instagram Ads, TikTok Ads)
• Collaboration with influencers
• Social activity
• Content marketing
• Influencer marketing

A marketing and promotional strategy plan after launching an online store shouldn't focus solely on the aforementioned issues. The plan should also consider components such as a loyalty policy (program, discounts, points), analysis of collected data, seasonal promotions and special occasion sales (e.g., Black Friday), and collaboration with partners.

The strategy also includes attention to the technological aspect – efficiently functioning eCommerce is the starting point.

Choosing an e-commerce platform

Choosing an e-commerce platform is a crucial step in creating an online store. A number of solutions are available on the market, both SaaS and open source. For those seeking custom solutions, dedicated engines are also available. Choosing an e-commerce platform depends on a number of different variables.

In the context of SaaS solutions, the most popular on the Polish market are Shopify (check how it can help your business) Shopify agency ), Shoper, IdoSell. When it comes to Open Source engines on the market, most implementations are carried out on Magento, WooCommerce, Big Commerce, PrestShop,

Before making a choice, it's essential to analyze all relevant factors, including costs (monthly fees, additional costs, payments, hosting, application, and plugins), functionality, technical support, and scalability of the engine. It's also worth reading reviews of the eCommerce solution provider.

Legal aspects

Legal aspects of an online store serve to protect both the store owner and its customers. There are several key documents that must be included in the store:

1. Regulations on personal data protection (GDPR):

Ensure your e-commerce platform complies with GDPR regulations. This includes storing and processing customer personal data, as well as obtaining their consent to process this data.

2. Privacy Policy:

Provide a clear and understandable privacy policy that informs customers what data is collected, how it is processed, and the purposes of processing.

3. Terms of use and store regulations:

Develop detailed terms of use and store policies, covering issues such as customer rights and obligations, returns policy, warranties, etc.

4. Returns and complaints policy:

Clearly define your returns and complaints policy, including the return deadline, complaints procedures, and how complaints will be handled.

5. Right to withdraw from the contract:

When shopping online, customers typically have the right to withdraw from a contract within a specified period without giving a reason. Make sure you inform your customers of this right.

Additionally, remember to secure your online payments by choosing a trusted payment provider. Your online store must also have an SSL certificate.

When it comes to legal aspects, you should also be mindful of copyright and trademark laws, so make sure your products and website content do not infringe on the copyrights or trademarks of other companies.

When it comes to e-commerce regulations, they may vary depending on the region or country, but it's crucial to stay abreast of developments in this area. An example was the introduction of the Omnibus Directive.

It's recommended to consult with an e-commerce lawyer to ensure your online store complies with applicable laws. Regulations can vary from country to country, so it's important to adapt them to the specific requirements of local law.

Returns and complaints procedure

The returns and complaints procedure in an online store should be transparent, easy to understand for the customer, and compliant with applicable consumer law. Below, we share information on both returns and complaints.

Returns in the online store

• Payback period: Specify the maximum time a customer can return a product. Clearly communicate this on your website.

• Return terms: establish the conditions for the return, such as the condition of the product (unused, in original packaging), the presence of a receipt or invoice.

• Return notification form: list the available methods of notifying about the intention to return (e.g. e-mail, form on the website).

• Return notification procedure: explain how the customer should report a return, providing the necessary information (order number, reason for return).

• Return label: provide a return label or return address instructions.

• Return costs: clearly define who bears the costs of the return (customer, seller or shared costs).

• Refund of payment: In the event of a product return, establish a refund procedure and the time within which the customer can expect a refund.

Complaints in the online store

• Complaint conditions: explain the conditions of the complaint, such as the need for proof of purchase, description of the defect, etc.

• Warranty period: indicate the warranty period for products, if applicable.

• Complaint notification form: list the available ways of filing a complaint (e.g. e-mail, hotline, online form).

• Complaint notification procedure: describe how the customer should file a complaint, providing the necessary information.

• Response to complaint: specify the time within which the customer can expect a response to the complaint.

• Possible solutions: present possible solutions to the complaint, such as repair, replacement of the goods or refund.

• Complaint costs: explain who will bear any costs associated with the complaint (e.g. shipping costs).

• Process monitoring: Create a system for monitoring complaint progress and inform the customer about each stage of the process.

• Accepting a complaint in person: ensure employees are properly trained to handle complaints.

• Helpful information: Provide helpful information, such as customer service contact information, if you have any questions or concerns.

It is worth mentioning that Shopify has a number of systems and applications, e.g. Shopify Flow , the aim of which is to automate processes taking place in the store, which can also be helpful in the context of logistics.

Designing an online store

Designing an online store requires considering many elements, both aesthetic and functional. Much depends on the owner's preferences, but it's worth keeping the following points in mind:

1. Define your goal and target audience:

• Purpose of the store : Determine what you want to achieve with your online store (sales, brand promotion, lead collection, etc.).
• Target audience: Identify your target audience to tailor your design to your customers' preferences and needs.

2. Responsive design:

• Make sure the design is responsive, meaning it adapts to various devices such as computers, tablets, and mobile phones.

3. Simple navigation:

• Creating clear navigation makes it easier for customers to find their way around the website.
• Product categories should be easily accessible and the purchasing process intuitive.

4. Page ergonomics:

• Ensure a clear store layout by using consistent colors and fonts.
• Optimize page space to avoid clutter and improve the clarity of information.

5. Compliance with the brandbook

• Adapt the design to your brand's visual identity.

6. Intuitive purchasing process:

• Minimize the number of steps in the purchasing process.
• Make it easy to add products to your cart and checkout.

7. Product card:

• Provide detailed product information.

8. Search and filter functions:

• Allow customers to easily find products using the search function.
• Add filters to make it easier to sort products.

These are just a few points, but of course, designing an online store is a process that requires appropriate knowledge and experience.

Logistics and customer service planning

Logistics and customer service planning for your online store are key to its operational success. Effective logistics and customer service help ensure fast deliveries, customer satisfaction, and loyalty.

When it comes to logistics, you should focus on:

• Inventory management: Monitor inventory on an ongoing basis to avoid out-of-stock issues; use inventory management systems (IMS) to optimize processes.
• Cooperation with suppliers: consider building long-term relationships with suppliers
• Optimization of picking and packing processes: optimize your packaging and order picking processes to minimize order fulfillment times.
• Tracking and location system: Install tracking systems to monitor the location of products in the warehouse.
• Express deliveries: Consider offering express delivery services for customers who want to receive their orders quickly.
• Storage and distribution of products: configure your warehouse in a way that makes it easier to find products quickly; arrange your assortment logically, according to popularity and frequency of purchases.

In the context of customer service, these elements should not be overlooked:

• Multi-channel communication: give customers the opportunity to contact you through various channels, such as email, telephone, online chat.
• Response time: focus on quick responses to customer inquiries and problems.
• CRM systems: Use CRM (Customer Relationship Management) systems to track customer purchase history and preferences.
• Returns and complaints policy: Make sure your returns and complaints policy is clear and accessible to customers.
• Customer education: provide customers with clear information about products and the purchasing process.
• Proactive information: keep customers updated on order status.
• Feedback from customers: regularly collect feedback from customers and follow their suggestions.
• Social channels: Be active on social media platforms by responding to customer comments and questions.
• Staff training: focus on training your staff in the customer service area to ensure a consistent experience.

Having your own online store involves a number of decisions to make, but it's worth remembering that a well-thought-out strategy at the start will bear fruit at every subsequent stage of building your online store and in subsequent marketing activities.

Summary

• Before setting up an online store, it is worth researching the market, identifying your target group and getting to know the competition.
• It is important to define a unique offer that will distinguish the store from others.
• Setting specific goals (e.g. sales) makes it easier to plan activities and evaluate progress.
• Effective promotion (e.g. social media, SEO) will attract customers and increase the visibility of the store.
• The platform should be tailored to the needs of the store, e.g. in terms of traffic management or product management.
• Compliance with data protection, consumer rights and tax regulations is crucial.
• A clear returns and complaints policy builds customer trust and a positive store image.