3 E-commerce Challenges That Can Make Or Break Your Business

Every year, new trends and new technology catapult some business into e-commerce heaven, while others get left behind. With a new boost in e-commerce, it’s time to stay ahead and tackle the biggest challenges right from the get-go.


  1. Product Information
    The thing that makes Amazon so appealing, among other things, is its international appeal.  E-commerce is becoming borderless, and customers expect product content that’s both updated and contextualised for their location.  This includes product description in their local language, different currencies, measurement units, etc. This is when product information management (PIM) software kicks in.

    Borderless e-commerce is picking up now more than ever, and organisation is key to staying in the game.

  2. Attracting the Right Customer
    With competition at its highest, the journey from attracting a customer to retaining quality leads can seem like a “road to Mordor” type of challenge.

    Bespoke personalisation is no longer about writing a customer’s name in the subject line of an email. So how do you up the personalisation game? Achieving growth is built on a good technology foundation,  particularly omnichannel experiences.

    Find out which channels are most important to your customers (mobile, email, live chat…), and Integrate and optimise those channels.

  3. SEO Complexity
    Nowadays, writing a few keywords in the right places is just not enough to contest Google’s complex algorithms. User experience, mobile-optimisation, voice searches, and a myriad of other factors affect your page ranking.

    Improving your UX will help you increase sales and keep customers coming back for more.

    Likewise, redesigning your site can significantly influence your traffic and your position on the SEO rankings and force innovative ideas to improve e-commerce solutions.

  4. Refunds and Returns
    According to ComScore, more than 60% of online shoppers say that they look at a retailer’s return policy before making a purchase.

    A returned product (due to damage or customer dissatisfaction), is a substantial loss for the business when it comes to shipment and reputation. The key is to have a strong returns policy, prioritising transparency and ease of understanding.

    Remember that returns and refunds are part of customer service, and it can even be the key to winning a loyal customer.

  5. Data Security
    Online shopping provides a heaven of borderless browsing experiences, but it is also a breeding ground for cybercriminals. 

    Customers expect their confidential data to remain safe – it’s a given trust. Break it, and your business is done for.

    The solution is to regularly back up your data,  manage your servers, and install security plugins when possible.  


Giving your business exposure is, of course, top priority, but it’s no secret that the dollar is on shopping ads. As everybody aims for publicity, it all boils down to strategy. Let’s take a quick look at the top 3 ways you can boost your approach:

  1. Keyword Segmentation
    At the top: keyword segmentation, done via campaign priority. This gives advertisers the ability to own the SERP on branded terms, optimise bids based on non-brand performance and most importantly, Control what products to advertise at different stages of the purchase journey.
  2. Dynamic Search Ads
    Unfortunately, the most relevant keywords are often the most expensive and least profitable. Why? Because 15% of daily searches are not new to Google.

    The solution is to launch a DSA campaign.

    Simply put, Google matches user’s queries to the type of product on your site or feed, closing the gap in keyword coverage and product inventory, and generating ads with dynamically generated headlines that are to grab a users’ attention.

  3. Showcase Shopping Ads
    Google’s showcase shopping ads are the equivalent of a digital storefront, aka an online window-shopping experience. They’re used to target more generic non-brand queries and appear on mobile search results.

    Because it works with visuals, “the ad features a brand-specific, customised hero image relating to the search query along with two smaller images), it’s a great branding tool, tailored towards user engagement rather than user acquisition and best used as an upper-funnel tactic.” – Aaron Levy

    The benefits of pay-per-click ads often outweigh the challenges. If done right, it can be one of the most profitable marketing channels when it comes to generating higher ROI.

“Ultimately, digital transformation for retailers should go beyond establishing omnichannel e-commerce to create a more personalised, immersive shopping experience for the consumer. Successful, progressive brands will take the reins and innovate ahead of consumer demand.” –Lisette Voytko


It’s not enough to know your target audience and know what appeals to them – understanding how they feel towards your brand is imperative in becoming more consumer fit. Cue: emojis.

On the surface, they add a little punch to social media campaigns. But they can also provide emotions data, helping to inform your business strategies, from marketing campaigns through to product launches. 

Tracking emotions not only presents buying opportunities but also allows you to understand your customers on a deeper level better.

Research conducted by Harvard Business Review found that fully connected customers are over 50% more valuable than those who are just highly satisfied. These fully-connected clients account for 37% of revenue and spent, on average, twice as much annually as highly satisfied customers.


E-commerce offers businesses a whole range of opportunities, and it is one of the fastest-growing consumer outlets, particularly now that accessibility to shops is limited to the internet. With e-commerce in the United Kingdom expected to be worth 222.5 billion euros at the end of 2020, it’s crucial to stay ahead in the game.

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