How to Run an eCommerce Website?

How to run an eCommerce websiteOne of the questions I get asked once people are coming to the end of their eCommerce website design project is how to run an eCommerce site. This is often the wrong time to ask as the time to start planning is from when you start identifying products, market and strategy and not as you put the final touches to the design

Setting up an eCommerce with any of the major eCommerce website systems isn’t the hardest part it is actually running the website, choosing the right products that will sell, getting that actual first sale and growing the sales and business on a regular basis.

Here are 5 best practices for running your online store .

1. Avoid Clutter

Less IS more. People may be logging on to your website and be in a hurry. Less is more, don’t overload hem with information. Yes you may have hundreds of products and s much to tell them but they won’t see it all if you overload the web page on their product or store landing page.

KISS – Keep It Simple Stupid is the rule here as it is in any design space. HAve a clear headline, easy to read text, simple language and make it easy for customers of your store to find what they need which leads us to our next important point often overlooked


May sound simple to successful online store owners but a huge traffic on sites forms from the search bar. Someone comes to your site goes immediately to search and finds what they need and buys and leaves. We often see eCommerce sites with no search bars which is a massive fail. Adding one shouldn’t be too difficult and once in place you should see a better engagement from visitors.

You should then check your analytics to see what people are searching for an improve your home page to perhaps direct people right away to the most popular categories.


All checkouts aren’t the same. It is why the boom in headless eCommerce is now happening as website developers and website agencies piggy back on the great checkout experience of Shopify for instance and use that with their own development environment.

Don’t assume that once people hit a checkout that they will go through the full process. This is far from the case The average shopping cart abandonment rate globally is 68.73%  so you should do your best to keep it as low as possible by ensuring thst you have as slick and easy a process as possible.


IF people do leave your cart and they do statistically then put tools and plugins in place to follow up with them to see why they did it. This could be a follow up email, text message and do this 1-2 times. You can tempt them back perhaps with an offer or even clear signposting back to the product or products they were looking at to help them close out the purchase

5. Build an email subscriber list

As part of the checkout ask customers to sign up to your email ist. Then and this is the critical part: keep in touch with them with offers, free shipping, news and updates. This will keep a loyal customer base informed and also help you grow sales as it has

You don’t always have to be giving them special offers either just email them once twice a month


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