Selling online is no longer an option for businesses. It is an obligation (and an opportunity) to survive the new times. Even more so, as a result of the covid-19 crisis, as the figures show. In 2021, electronic commerce in Spain exceeded 14,600 million euros in the third quarter of the year, according to the latest data from the National Competition Market Commission (CNMC).
A commercial dynamic that seems unstoppable. Another study by the consulting firm eMarketer estimates that the sales of e-commerce in our country they will grow more than 12% in 2022, which places the Spanish market as the third fastest growing, after Singapore and Argentina. And the trend continues to rise. The Digital Report 2021 reveals that, every week, three out of five people make purchases on-line.
Data and more data that show that the Internet convinces consumers, which opens up new possibilities for businesses to bet on electronic sales. But before embarking on the adventure, a series of concepts must be very clear and the steps to follow must be known, because not everything goes. One mistake can ruin the entire digital strategy.
To begin with, we must assess the benefits of trade on-line. Customers can buy from their mobile device or from their computer any day of the year and whenever they feel like it, since there are no time limits. In addition, the presence on the Internet brings businesses closer to a greater number of potential users from all over the world, who can interact with the brand through social networks and receive segmented advertising. The truth is that creating a virtual business has never been so easy, although before taking the first step, several factors must be taken into account, such as payment security.
Take extreme precautions
To get the most out of synchronized payment processing, simply invest in a single integrated system that connects physical and virtual stores, so that the device stores all your key business and customer data in one place. Security should be a top priority – that means being aware of your Payment Card Industry Data Security Standards (PCI) compliance obligations and immediately following up on any online activity that appears suspicious.
Likewise, it is necessary to develop an omnichannel commercial strategy that links all sales channels (physical, online and mobile) to offer customers a seamless shopping experience. The same goes for the marketing strategy, with posts on Instagram, Tiktok, Facebook, and Twitter covering the different ways customers can buy and connect with the business. When choosing a platform for e-commerce, Asking yourself a few questions can help you make the best decision. Do we already have a website? If not, will we hire someone? Who is going to be in charge of managing it? How much will it cost? Should you pay monthly or make a single investment? The answers to these questions will depend on whether sales on-line they are (or not) a key part of the business. It is important to make sure that you study and calculate the costs of all the extensions, themes, hosting services, etc., necessary for the website. It is the best way to get an idea of all the costs.
Since these POS terminals work on almost any device, any business can benefit from them. In addition to processing sales from anywhere, they allow you to manage your business remotely
For a long time, different initiatives have been promoted to help SMEs and self-employed workers, essential actors in the recovery of the economy in this post-pandemic era, to adapt to this new digital context. Since last January, Square has offered in Spain a comprehensive package of tools for software Y hardware customizable to the needs of each business, which is designed to help manage and grow companies of different sizes and sectors, including retail, restaurants, hospitality, health and beauty, home repair and professional services.
Control from a single platform
From the square’s platform your sales, inventory, reservations, registrations, payments, customer relations and much more can be controlled efficiently and through a fully integrated system. Square’s offer includes, for example, point of sale terminals (POS equipment) in the cloud. This system allows you to process payments through the Internet without resorting to expensive servers or expensive software that requires you to buy new versions to update.
Since these POS terminals work on almost any device, any business can benefit from them. In addition to processing sales from anywhere, they allow you to manage your business remotely. Other advantages of this Square cloud system is that it does not imply any permanence commitment, guarantees fast and secure payments, accepts debit and credit card payments with a mobile or tablet, allows you to consult sales analysis from any On the other hand, it facilitates easy inventory management and does not involve costly software upgrades or maintenance.
Square also offers online payment integrations that work with the industry’s leading eCommerce platforms (WooCommerce, PrestaShop, Ecwid, Wix) and can be integrated in just a few clicks. Simply sign up for Square, choose the Online option in the Square Dashboard, and start using the tool. Security is guaranteed throughout the process, as Square uses state-of-the-art machine learning mechanisms to detect and block fraudulent payment activity, at no additional cost.
Plus, Square handles all outstanding payment claims directly, and with end-to-end encryption, customer data never touches servers or devices. It also complies with the SCA security regulations and provides a tailored experience depending on the business sector. It works perfectly on computers, tablets and mobile phones, and allows you to sell on social networks such as Facebook or Instagram.
Likewise, Square has a multitude of tools e-commerce for any business, sell what you sell. From restaurants to all kinds of businesses, this technology developed by Square allows you to create websites – it has a multitude of templates and designs with which to appear online – order pages, virtual stores, payment links and payment buttons… All this from a single platform. single and simple platform that has payment protection, risk management and integration functions between products.
Tips for running an online store successfully
1. Organize inventory well.
manage the stock Your business can become a nightmare if you don’t have the right structure and means to ensure that all orders can be met. Having a global view of inventory makes it easy to, among other things, monitor stock levels at a glance, know when it’s time to replenish merchandise, and analyze sales forecasts to ensure there are enough items in stock or in the back room. For this reason, as the sales channels and the volume of orders grow, having a control system for stock adequate allows to offer a better experience to the clients. The solution involves contracting an advanced POS software that allows automatic synchronization of online and in-store orders, catalog items and the global inventory of the business. Sending orders, offering the option of picking them up in store or processing a return will be much easier thanks to the integrated tools.
2. Follow a good SEO strategy
Positioning the business well in search engines such as Google, Bing or Yahoo is essential to multiply sales, obtain visibility on the Internet and attract customers. For this, it is essential to properly manage SEO strategies to improve the positioning of the web in a search engine and increase visits. The main advantage of SEO is that it is free and easy to implement. One of the best strategies to achieve this is to publish relevant and attractive content regularly, such as uploading videos or posts of 400 to 500 words five times a week. Another useful trick is to write posts that contain keywords that users use in their search queries. The title is one of the most important parts of a post: it should catch the eye, but also be clear, concise and include the main keyword. You can also improve SEO by adding images, which also add value to the text, and include captions or links to other pages of the business website.
3. Presence in social networks
Managing social networks (including Facebook, Instagram, Twitter and Tik Tok) is an excellent long-term strategy to improve business visibility and attract new customers. They are the perfect channels to gain brand recognition and establish a closer relationship with the customer. Businesses that have active profiles on social networks get more loyalty and, by getting more visits on the web, improve their position on the page in search engines. In addition, social networks allow you to be up to date with the competition.
4. Caution to avoid fraud on the Internet
Protecting the business from fraudulent purchases is one of the golden rules. Before you start accepting online sales, you need to post your shipping and returns policy, along with your terms and conditions of service on your website to make sure customers and business are on the same page from the start. When shipping ordered items, customer information must be reviewed to verify the authenticity of an order. It is essential to take extreme precautions in the face of any suspicion. Likewise, it is advisable to keep documentary evidence: keeping a proper record of the entire process is essential when exchanging goods or services online. If a customer files a formal complaint, the only recourse will be to provide evidence that the order was placed. It is also useful to monitor payments rejected by the bank, as it can be a clear indicator that the card details have been stolen and are being used as part of a scam.