Selling online.

2. Selling Online
Workshop

3. Online Shopping – its Everywhere!

4. E-commerce Landscape
• Online sales account for 10% of all UK retail
sales
• 50% (and rising) of store purchases informed
by online research
• 24 – 44 year olds are most active online
buyers

6. Christmas on the internet
• 18% of all sales were internet
sales
• 84m visits to retail websites on
Christmas eve
• 107m Christmas Day visitors 
86% increase from 2011
• 113m Boxing Day visitors  14m
hours online

7. Search terms Christmas/Boxing day?
• 'Next sale’
• 'Debenhams sale’
• 'Marks and Spencer sale’
• 'John Lewis sale'.
• 30% of consumers over Christmas using
mobile device

8. The time is NOW!
• Online sales are growing at 17% each year
• UK has largest e-retail economy with over 37
million online shoppers
• Average spend £1,165 a year (the highest
amount in the world)

9. Stop and Think
 Is e-commerce right for you and your
business – product or service?
 Do you have the skills and systems needed?
 Can you provide good customer experience
and after-sales support online?

10. What’s your favourite?
• What’s your favourite websites to buy from?
• Why?

11. Planning to…..Sell Online
• What do you want to sell?
• Decide which system is best –
volume, prices, audiences
• Start building a catalogue of products or
portfolio of services
• Determine which payment system to use
• Start spreading the word...

12. Who’s
Buying
What?

13. Ways to Sell
• Marketplaces- Ebay, Amazon, Etsy, Folksy…
• DIY – your own website with e-commerce
functions and payment system
• Individual stores – Goodsie, Shopify, Bigcartel

14. Amazon – current

18. Case Study
Kindred Rose
• Small CMS e-commerce website
• Social media
• newsletter

19. Website – owned content

20. Facebook

21. Twitter

22. Key pointers to selling online successfully
Tips to selling online…

23. People don’t always buy because
they NEED something
A 6 letter word….

24. Desire

25. Getting people to buy…….
• Tone of voice
• Information – detailed as possible,
materials, size, colour, options
• Images – from all angles, enlargement,
background
• Video? How?
• Call to action

26. Advice for services
Appearance is critical, first impressions last
Cheap products can win on price
Facebook – Integrity
Reviews and Testimonials

27. Tone of voice

30. Reviews &
Testimonials

31. Payments
• Easy payment methods – with options
• Secure transaction and PayPal
(SagePay or similar)
• Number of items in stock
• Clear postage charges
• Flat rate fee or price per item
• Recommendation

32. Opportunities for up selling?
• Spend over £30 – free postage
• Buy two get one free
• ‘Customers who bought this also
bought’
• Vouchers - Groupon

35. Legislation
• Distance Selling Regulations
• Data Protection Act
• Intellectual property
• Consumer protection legislation
• Exclusions on restricted goods
• Specific regulation - food and drink

36. Online Selling Directive
•The European Directive on Distance Selling
(Directive 97/7/EC)
•Shopping from home is also known as 'distance
selling' and includes purchases made by e-
mail, fax, telephone, Internet shopping and mail
order. Distance selling involves communication
between a supplier and a consumer where they
are not in each other's physical presence.

37. When Things Go Wrong
• Watch out for the protection on offer from
various systems – all will have an agreement
which you sign up to and provide protection
• Ebay and Amazon have specific seller
agreements and resolution centres for any
disputes
• Preloved, Gumtree and others do not provide
cover or act in disputes – they are advertising
sites

38. PayPal Protection

39. How do we get people there?
Getting people to your site

40. 3 keys to direct traffic
• Search engines
• Real world marketing
• Social media

41. Search Engine Marketing
• Keywords – 2-3 phrases per page
• Updates – keep updating your site
• Links – links from other sites

42. Real world marketing
• Postcards
• Mailshots
• Advertising
• Business cards

43. Social media
• Twitter
• Facebook
• LinkedIn

45. Re Cap
• Key things to take from today…

46. Make it Compelling, Make it Easy
• Reduce time filling in forms – e.g. one-click purchasing
• No registration
• Recommendations
• Ratings
• Cross-sell
• Use product reviews
• Promises and Guarantees
• Web exclusive deals
• Use video – engagement
• Content is currency
• Build your user communities – engage, inform, develop

47. Store Design
• Clear navigation – low click levels
• Prominent search feature
• High impact current image
• Deep links into the site
• Commitment to buy – call to action
• Reinforce trust – images, endorsements
• Good copy
• Responsive/fast loading images

48. Payments and Pricing
• Add up your costs- direct and associated
• Look at your rivals - do you have competitive
advantage?
• Consider ‘loss leaders’ approach on web
• Price versus value
• Shipping costs – how to communicate
• Credit card or payment system fees

49. Online Transactions
• Payments using cards are ‘card-not-present’
• Higher risks of fraud and banks require
operations within their rules (and therefore
accept higher level of risk themselves)
• Method – depends on volume of sale