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Truths About eCommerce

Posted On - 09/01/2015 09:22:59

eCommerce: Not as Simple as You May Think
Immediately after the "Web of Intrigue" seminars at our 2014 Open Day we started publishing what we'd said.

Since then, we've rolled out and laid bare the realities of the internet. And we've set out how YOU – small independent IT businesses – should go about using it.

But so far we've said nothing about eCommerce. Other than research shows small business makes a pittance from it.

How can this be?

With so much reach and with ever more people 'Googling' pretty much anything surely there's an opportunity to sell? There is. But, like having a website, being successful selling online means going about it the right way. Join us in this video and blog to find out what that means.

Restore and reboot

If you're like me, the end of year break will have wiped your memory. So let's spend a moment catching up.

Since the Open Day we've published 7 blogs across two series.

The first "The Internet is Broken" spelt out how the web is on the brink of huge change – how eCommerce growth is stalling, that even the biggest businesses barely make a profit, and how real pressure is mounting to tackle its outrageous abuse of tax and legal loopholes.

Against all that our second series "How to Spin Your Web" went on to confirm, for all its faults, the internet presents a real opportunity, what that is, and how to take advantage of it. But why no eCommerce? Because it isn't the reason you should have a website: so talking about it isn't a priority. That is until now.

Conflicted behaviour

The essence of online trading is price. And with your prices so easily comparable with any others from anywhere, yours must be keen – else you're a non-contender.

But, we think that pricing pressure opens the door to sizeable reputational issues.

What do we mean? It's simple: you pay for what you get. How can you, on the one hand, offer a specialist, expert, quality service and, on the other, sell products at low or even ‘cheap' prices?

You can't. And attempting to do so just creates confusion in prospects minds. It undermines how good people think you are. So they avoid you: you don't make sense, there's something wrong – you understand?

But this doesn't mean you can't go online because it'll trash your reputation. You just have to act to protect it. And many businesses do this successfully. By trading online using a different name.

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