Consumer-friendly e-Shops – characteristics

Polish Internet users have increasingly higher requirements when it comes to making purchases online. Today, online promotions or a wide range of products in an online store are no longer enough. Something more is important. Something that will make the customer feel special and willing to come back.

Companies operating in the e-commerce industry are currently experiencing a real boom. It is estimated that in 2015 their number exceeded 22 thousand and is constantly growing. More than half of Polish Internet users have made a purchase online at least once. In 2015, e-consumers spent over PLN 25 billion on purchases, and forecasts say that in just five years, this amount may double.

However, implementing sales platforms is one thing. Another important issue is the ability to attract and retain customers, which, contrary to appearances, can be difficult. Stores compete with each other not only in terms of prices. Market research results show that those that are consumer-friendly are at the forefront. But what does this mean in practice?
Friendly e-shops are those that listen to the needs of consumers and respond to them actively. Their functions affect the ease of making purchases, while guaranteeing the highest level of customer service. It is also worth mentioning the wide range of payment options, choice of delivery and speed of order delivery.

It cannot be forgotten that people are also behind e-commerce, or more specifically – service.

Friendly e-shops are those to which the customer can turn in case of any doubts and is sure that they will receive an answer to their questions in a short time. Interaction with the customer and quick response build trust. In addition to the possibility of contact by phone or e-mail, it is also worth running a brand fan page on Facebook. In the era of a huge “boom” in social media, it is good to provide the possibility of communicating with the brand via a message on Facebook. Of course, provided that the owner of the e-shop hires a social media moderator or personally responds to customer doubts.

It is no wonder that the implementation of sales platforms also includes a presence in social media. Not only is this a free promotion of the e-shop, but it also facilitates contact with customers and provides an opportunity for interaction. Of course, only if the person running the fanpage has previously dealt with social media and knows when and what content to publish to interest the recipients.

Returning to the e-shop itself, the process leading to making a transaction has become much more complex, and the decision whether to make a purchase or not is influenced by more and more factors, such as the speed of order fulfillment. Therefore, the possibility of paying with quick payments is a necessity today. They are based on the principle of a commission, which is usually 1-2%, but they significantly save time on posting payments, thanks to which the customer will receive the ordered parcel much faster. So there is no room for customers to wait for a week for an order. Time counts, and people who made a transaction one day and receive the parcel the next will certainly appreciate it.

E-shops must appeal to users not only by offering attractive prices, but also through the high functionality of the entire service. The visual aspects of the site are equally important. If it is unclear, unintuitive and chaotic, there is a high probability that the customer will switch to the competition.

Every year, the number of people shopping online grows, and a completely new generation of consumers enters the market, who have had contact with the Internet and new technologies from an early age. Today’s customers are not only demanding, but also picky, which results from the high competitiveness in the e-commerce industry. Therefore, even the best offer will not be able to defend itself if the e-shop does not meet the above standards.