The Importance of E-Commerce

The Importance of E-Commerce

In reference to the previous articles that we have written, it’s obvious we feel that having a great online presence is imperative to the success of a business today, and will be even more detrimental in the future. But now that we know an online presence is imperative to be successful, the next step is to find out which variables make you most successful. You will probably get many opinions on this matter, and that’s fine, as there are many things you can do to enhance your online presence. But in this article, we are going to focus on only one of them.

Having a website with e-commerce functionality is more important than ever today in the world of business commerce. Not only will this help you stay afloat, it will help you attain your financial goals much faster than you would have ever expected. Why? Consumers appreciate simplicity, and with the web being what it is today, what’s more simple than someone being able to purchase whatever they want from the comfort of their own home? If businesses want to make it, this is something they need to understand. They need to see this as an opportunity and take advantage.

Now that we know how important e-commerce functionality is to the success of a business, it’s time to break it down even further. Many business owners like to think that they are golden just because they offer products for sale on their site, forgetting that half the battle is making the process as easy as possible for the consumer. We’ve all been there before… you’re buying something online and either the checkout process takes forever, or there’s a problem with the selection, or heck, you go through the whole buying process and when you hit “place order” it then says your product is not available, as if they were waiting until you were done on purpose to annoy you even more. Having an e-commerce system is great, but if it’s not easy to use for the consumer, you’re better off not having it at all. Keep following along to find out what makes a high-quality, revenue-producing e-commerce system that converts.

Responsive Design

If you want to keep up with the advances in modern technology, (which we suggest you do), not only does your website need to be responsive, but your commerce capabilities needs to be responsive as well. Meaning whether your consumer is on their desktop, laptop, tablet, or phone, they should be able to complete a purchase through your website without any problems. There are many companies that underplay the use of mobile devices, and these are companies that won’t survive unless they get with it.

Visually Appealing

Displaying your online store in a way that makes your business and products appealing to the consumer is just as important as the functionality itself. Product photography and display is a key factor for the user to determine whether or not to make the purchase. If you have a brick and mortar establishment and are selling your products you wouldn’t display them poorly or have them placed anywhere in your store without reasoning. You would set them up in proper location and categories and display them so they will be enticing to the buyer.

Add Value

Have you seen sale or clearance signs in stores? Many consumers gravitate to these sections. New arrivals and special deals should often be the first thing your customers see when they visit your online store. In most cases, people already have an idea of what they’re looking for, but a great way to increase revenue is to coax these customers into buying more. Or you can look at it the other way, some people just want to browse and have no idea what they’re looking for, so you put these special deals in their face in order to show them what they’re missing out on. We assure you, there are only advantages when implementing this properly.


Trust on this business owners, when it comes to shopping online, saying that security is an important is an understatement. Anyone who enters their credit card information online wants to know that the site is safe and secure. In order to make sure your customers partake in safe transactions, your website needs to have a proper SSL certification. Without it, you will lose business to competitors with safer commerce functionality.


When people buy products or services online, they want to know that if they run into a problem, they will have instant access to support. This is an extremely important and often underrated factor in regards to online shopping. If you are going to offer 24/7 shopping on your website, it is imperative that you offer 24/7 customer support in order to tackle any issues or concerns that may come about.

Easy / Quick Navigation

When looking to make a purchase online, we all know that ease of use is extremely important. We don’t ever want customers coming to a point in the buying process where they have to stop and think about what to do next, or wonder what something means. The buying process needs to be simple, quick, and extremely transparent. We’ve all heard the saying that time is money. Well in this case, the more time it takes someone to actually purchase your product or service, the less money you will make. It is imperative to make your “total clicks until purchase” as small of a number as possible to help with maximizing conversions.

The purpose of this article wasn’t to scare business owners who are thinking about implementing an e-commerce platform into their website, it was to educate them about what is necessary to be successful. The design of the functionality not only has to be aesthetically pleasing, but it has to be easy to use. If you can put a “check mark” next to all of the above sections, nothing should stop you from seeing consistent revenue and high sale conversions.