How to Grow Your E-Commerce Business in 2021

The events of 2020 brought many changes, but e-commerce kept trucking. Indeed, online shops saw record traffic at the height of the pandemic, with 22 billion monthly visits in June amid soaring demand for everyday items like groceries and food. With high street retailers forced to close en masse, online giants like Amazon were the obvious profiteers, the company’s signature low prices and rapid deliveries causing its quarterly profits to double from $2.6 billion to $5.2bn in Q2.

Online shopping has become part and parcel of the new normal, and though many bricks-and-mortar businesses will reopen, consumer behaviors inculcated in lockdown are likely to persist to a large degree. Particularly since many online retailers entice customers to reorder with incentives like discounts and free delivery.

Current events indicate a major opportunity for e-commerce businesses of all stripes. While many people are feeling the financial squeeze, others are saving more money than ever and compiling lists of their new favorite online retailers. How, then, can you seize the opportunity and grow your e-commerce business at this critical juncture?

Build a Sustainable Brand

2020 was the year of Covid, but environmental sustainability has been a key consideration of businesses for a number of years now. While some companies are motivated by their own ethics, others are simply reflecting the mores of consumers, who are spending more money on sustainable products and vocally championing social brands – particularly on social media.

Whether it’s improving packaging processes, shipping goods more efficiently, or using more locally-made products, firms that put sustainability at the forefront of their business are at a significant advantage. In recent years, even retail giants like Amazon and Microsoft have gone carbon neutral.

Although not all consumers will factor sustainability into their purchasing decisions, environmental considerations are only likely to grow in the years to come. As such, it pays to reflect the values of customers while promoting a sustainable message. Especially since a 2019 survey showed that 47% of web users had ditched products and services from a brand that violated their environmental ethos.

Invest in Mobile Commerce

M-commerce is far from a recent trend, but it’s critical that you invest time and effort in your mobile site if you haven’t already. Especially since 2020 was the best year on record for mobile shopping, with global sales exceeding $115 billion.

It’s not enough to have a slick site that renders beautifully on a smartphone, either. Integrations such as contactless payments, e-tickets, digital products and location-based services are all required to enhance customer experience. Businesses must think long and hard about what they want their mobile site and application to achieve, and how to maximize functionality for their target market.

Introducing omnichannel marketing is a potential game-changer for small businesses as we move into 2021. Pizza chain Dominoes are a perfect example of how the omnichannel experience works seamlessly for both consumer and business: customers easily collect their orders at the store after ordering and paying via the app; they can then rate their experience after a prompt appears on their smartphone.

Focus on the Customer Experience

Needless to say, it’s essential to optimize site structure to reflect discoveries made while gathering analytic data. What pages do visitors view most? How long are people spending on your site? Conduct A/B split tests to test strategies and survey customers to glean insights about their impressions. Armed with this information, you’ll be able to tweak your site and improve user flow, increasing average order value in the process.

E-commerce is becoming more competitive by the day, and only the strongest businesses are likely to survive. Don’t get downbeat about the seemingly bleak economic picture: take the steps needed to build a sustainable brand and you’ll be virtually pandemic-proof.