By - Craig Mullins

Why Is My Online Store Not Making Sales

Having an online store is essential in today’s day and age. Without an online presence, most consumers will simply look the other way, or question your credibility. And thus, having an online store is crucial for a business’s success. But does it come easy? If you have an online store and you’re not making sales, don’t worry, you’re not alone.

There’s a common misconception that online stores are easy to make, and success comes fast, like a snap of a finger. But what most people don’t know is that starting an online store is challenging. If you’re not making sales, it doesn’t mean you failed. It only means you made a few mistakes, or you’re not making the right steps.

Before you close down your online store, or you hire a professional e-commerce company to revamp your website, here are some things you need to ask yourself:

1. Is Anyone Interested in Your Products?

You may be great at painting cute little cats on tote bags but is anyone actually interested in them? Yes, they’re cute. Yes, they’re functional. But, will people actually buy them?

One of the biggest mistakes most people make when starting a business is selling products before checking if there is a market demand for the products they plan to sell. Before you even begin thinking about starting an online store, think about the people you want to sell to. What do they need? What is their buying capacity? How often will they be buying?

Maybe your online store is not selling because no one is interested in the things you’re selling.

2. Are Your Prices Right?

Setting the perfect price points can be challenging. If you can see that people are visiting your online store but they’re not buying, maybe your pricing is the problem. If you are selling at a price that’s too low, people may think you’re offering cheap and low-quality products. If your prices are too high, they may think your products are too expensive and they will go elsewhere.

Before setting your prices, engage in market research, such as checking the prices of your competition. Check other online stores that are selling the same thing, or go to a local store to check how much they’re selling similar products. Consider tax and shipping costs when you price your items.

3. Does Your Online Store Speak To Your Target Customer?

You have to design your website to catch the attention of your target audience. If your online store is too generic, you won’t be able to catch your niche’s specific market. If it speaks to everyone, then it speaks to no one. Take a look at your website and try to see if your visual identity speaks to the customers you’re trying to attract.

For example, you are selling bikinis for tropical weather. Yes, your products are high quality and they’re priced right, but is your website’s overall feel tropical? Maybe your colors are dim, such as black and grey. Or maybe your fonts and the overall feel are too sophisticated. Or maybe pictures of your bikinis are worn by models who are lying in a bathtub instead of the beach.

If your products are all about traveling, swimming in a pool, or lounging around white sand beaches in the Pacific, you might need to have a website that reflects this very spirit. If you’re trying to attract women who are planning to head to Hawaii, Southeast Asia, or Australia, then you need to make your store a place where these women will feel like they’re already at their destination.

Try to evaluate whether or not your online store is conveying your overall message and visual identity. If not, it’s time to make a change to your online store’s overall look.

4. Does Your Website Seem Credible?

One of the biggest challenges of starting an online store and making sales is building customer trust. Of course, a customer would want to purchase from a store that’s credible, reliable, secure, and trustworthy. But how can they know that if you’ve never had any sales before? It may seem impossible, right? But, there are actually a few things you can do to make your online store credible even without much sales just yet.

Create a feature that allows you or your staff to talk to customers live. Maybe you can make a Live Chat button or a button that links to a social media page, where customers can talk to you through direct message on Facebook or Instagram. Giving customers the ability to talk to you in real-time means you are dedicated to attending to their needs in a prompt and urgent matter. With live chat features, you can easily build one-on-one connections with your target audience.

You can also leverage social media to engage your customers. Just because you don’t have sales yet, doesn’t mean you should stop posting. Even when there are very few engagements, continue to post to show your target audience your business is active. When people comment, react, or ask questions, engage in them by replying to their comments, where other potential customers can also read and respond.

5. Are You Promoting Your Online Store Properly?

Sure, you have a professionally-done website. You also have beautiful, high-resolution pictures, amazing product information, and excellent customer service. But, does your website have targeted traffic? Your online store will not generate any revenue if no one’s actually visiting your site.

You can’t wait for customers to come to you. You have to find your target audience, catch their attention, and pull them to your online store to check out your products and services. Once they know you exist, take advantage of your customer base and let your website, products, and customer service do the work.

To pull traffic into your online store, try paid social media ads, collaborate with influencers, engage in social media, build content, and other marketing strategies that speak to your target customers.

If you’re asking “Why is my online store not making sales?” try to ask yourself these 5 questions and maybe you’ll find the answer. An online store is not a guarantee of success. Nor is it a guarantee for making sales. Just because you won’t be spending for a physical store and sales personnel, doesn’t mean you shouldn’t be spending or investing in anything else. You still need to invest in online marketing, a user-friendly website, as well as constant and consistent engagement to generate sales and enjoy success in the e-commerce industry.


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