E-commerce 2019: tips and errors to avoid

What should we expect from virtual stores this year? Will there be positive trends or bad surprises? It all depends on you! Here is a general overview of eCommerce today, lots of tips to do well and some mistakes not to commit to pay attention to!

#Seo / #Technology / #User Experience / #Web Design

We all agree that by now eCommerce has exploded everywhere, all over the world and even in Italy, after a few years of skepticism. There are some gurus in the sector who define eCommerce as a "chicken with golden eggs", a horse on which to bet absolutely this year, obviously in view of the digital future increasingly rosy.
But do you know that about 30% of the eCommerce born in Italy in 2017 have definitely closed in 2018? After only a year of activity, often even less, they are forced to close, to declare the failure of the virtual store. But why? The jungle of the web is really ruthless, the competition is worldwide and, for some merchandise categories, the absolute dominance of large portals like Amazon make life difficult for individual companies.
Today we want to give you some useful tips to succeed today with an eCommerce, the result of so much work, many field experiments and some good intuition of our team. In the same way, we will analyze common errors that could compromise the functioning and communication with the user. Ready? Departure, go!

The eCommerce in the world

In 2017, 26.8% of the population made at least one online purchase. The eCommerce market grew by 23% and today represents more than 10% of retail sales in the world, for a value of about 2.3 billion dollars. As we have already said before, marketplaces like Amazon and Alibaba are the undisputed leaders, we can safely say that 50% of these amounts mentioned above is all of them.
In Europe, the market value of virtual stores amounts to approximately 602 million euros, up 15% compared to the previous year. The average annual expenditure of a European person is 826 euros. A curiosity: men buy more than women, who would have thought that!

The sectors that generate the most sales are:
1. fashion
2. electronic
3. hobby and do it yourself
4. furniture
5. foods
6. personal care

Two other very interesting data:
  • 75% of the purchases are made via smartphone, so we understand the importance of having an eCommerce website optimized in a mobile version;
  •  only 18% of companies sell their products online.

The eCommerce in Italy

The eCommerce in our country has grown by 11% in 2017, compared to the previous year, reaching a turnover of more than 35 billion euros. Unlike Europe, companies in the tourism and leisure sector have a fundamental role, which together collect 70% of the total sales.

- 8 people out of 10 make at least one purchase a month
- 9 people out of 10 compare prices frequently (both online and offline)
- 3 out of 10 people buy via smartphone

The strategies for the promotion of eCommerce

What are the channels that online store managers use to promote themselves, to be found by users, to sell more and to intercept people's actual needs?
1. Paid ads by keyword (Google Ads)
2. Social Media Marketing (Facebook 71% / Instagram 60% / Youtube 35% / LinkedIn 19%)
3. SEO
4. Email Marketing
5. Price Comparators
6. Display Advertising
7. Remarketing


Errors not to be committed in an eCommerce

1. Neglect the product description.

Online sales do not allow the user to "touch" the product, so the description must be as detailed and clear as possible. It is necessary to facilitate reading also by offering icons, simplified tables and then explained in detail all the features.
Plus tip: write a text to tell for who is useful that product, what benefits it brings, how it is used and everything that can be convenient for the user.

2. Leave the sold out products visible

Imagine attracting a person interested in a specific product to your shop and, at the cashier, exclaim "we're sorry, it’s sold out ". He may have invested some time in going to the store, he has been looking for you for a long time, he has made expectations and wishes ... and then he is brutally disappointed in every respect. It is the same that happens online, when a user searches for a product, finally finds the seller and at the last step finds that it is sold out. We are sure you would hear your ears ... whistle!
Take care to remove all the out of stock products by the display.

3. Bad or even missing photographs

This is perhaps the biggest mistake, one that causes a rebound rate very close to 100%. As we said before, the photographs and the description must fill the deficit of not being able to touch and see the product. If the photographs are missing, how many people do you think can buy "in a closed box"? The same holds true for bad pictures, which appear not good or anything else.
Advice plus: give great importance to the photo shoot of your products, the eye is very important. With the same product, the images make the difference and convince.

4. Bad display on smartphones and tablet

It is necessary to optimize eCommerce in the mobile version with painstaking care. Yes, manic care. 8 people out of 10 use mobile phones to browse and even to buy, so an old or unreadable version of your online store on mobile phone first excludes you from the market, it doesn't even let you compete with competitors.
Plus tip: provide in-depth and concrete tests both in the desktop and mobile versions, have a colleague make a fake purchase, who didn't take care of that project, to verify that he didn't take anything for granted.

5. Force or enforce registration on the site

Excessive pressure on visitors to register or log on to the website is a very big mistake, which could also compromise their purchase. If the user knows he wants to make a single order from your site, he doesn't want to feel obligated to provide more data than he should, he doesn't want to dedicate time and resources to registration. You'll have to be good at providing such a good and satisfactory service to cause then recording at will, at a later time. That is a true acquired customer.

6. Difficult and complex purchasing processes

If the statistics of user behavior on your website show that there is a high dropout rate of the cart, it means that the processes to arrive at check-out are too complex or even there are some kind of computer errors.
Do not ask for more information than necessary, do not make pop-ups of useless surveys appear, do not propose other items not selected before the purchase and, conversely, clearly indicate the fields to be filled in, provide a space for discount codes, explicit immediately any shipping costs and make clear the final price. The faster and easier the process from product selection to payment, the more conversions will be recorded.

7. Do not analyze the data

This is perhaps one of the most critical topics that only a UX expert can develop in the best way. Studying user behavior on the eCommerce website is essential to understand if communication is effective and if there are errors / slowdowns / uncertainties / vanishing points in your online store. What is the relationship between visitors and conversions? What is the cart abandonment rate? What is the page that records the most releases? And the one that records high remaining time? How many visitors are there for once and how many are returning? Are there more purchases from desktop or mobile?
The questions could be hundreds, all important and all to be analyzed to then study an optimization or promotion strategy. Analyze the data, make them talk, they will be the measure of your success.


The online store is certainly a tool of great potential, if created, managed and cared for in a certain way. As with all things, we must work constantly to get results. But have you ever seen a plant give good, beautiful and numerous fruits without any care? Difficult, very difficult. Glacom represents the farmer who can first of all supply you with the seed, the one selected among the best in the sector, then he can help you take care of the plant that is slowly growing, and finally also tell you how much it produces, how much you earn, who buys, how to improve sales and anything else.
From the PC of our office to your vegetable garden ... it’s just a moment! Jokes aside, please contact us for an informal chat.

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