Working from home can be wonderful – and you finally figured out how to do it – but as with any new endeavor, there’s going to be a learning curve… Becoming an online reseller can be very lucrative and fulfilling, but it can also be very frustrating and overwhelming; start without a plan, and you may find yourself shut down before your business even gets off the ground! So, to help keep your shop tip-top, we’ve outlined 7 rookie mistakes and how you can avoid them.
Mistake 1: Not knowing your customer.
Yes, you have great stuff to sell, but to whom are you selling? If you think that simply setting up a site and displaying all your cool wares is enough for flocks of folks to come clicking, (credit card in hand,) then you and your merch are destined to remain together forever!
You’re running a business; businesses must market; knowing exactly who to target takes research.
Picture your ideal customer:
- Man or woman (or maybe both)
- Millennial or Baby Boomer (or somewhere in between)
- Married or Single
- Parents or Professionals (or professional parents)
The more details you can garner about the type of person you’re most likely to sell to, the more targeted your marketing and the more successful your store!
Mistake 2: Not understanding how customers can find your business online.
You have a truckload of the coolest video games ever made, an amazing website that would make hard-core gamers drool and you scored the best domain name in the universe…. so, where are all the customers?
They can’t find you!
Setting up your site is only half the job; you also must have your site verified and optimized for search engines, like Google, to list it.
You could spend tons of money to have an SEO expert do the work for you, or you can teach yourself about keywords and links – for free – by using online guides like this one.
Mistake 3: Using generic or broad merchandise descriptions.
Use every single character available to describe why your merch is MUST HAVE!
Which sounds more appealing:
Scented mason jar candles in a variety of colors.
Or
Gorgeous hand-made scented candles in decorative mason jars perfect for every occasion. Give Mom Merry Mint for Mother’s Day; Warm Vanilla Sugar is sure to melt Aunt Vi’s heart; the smell of fresh cut roses is a perfect pick-me-up for any room, and what man doesn’t love the aroma of Whiskey & Jazz?!
By using descriptive words, you’re painting a picture for your prospective customer; sell them an experience and you’ll definitely stand out in the over-crowded online marketplace.
Mistake 4: Using poor quality photos.
Because your buyer can’t access the item until after purchase, it is imperative that they are able to see every aspect and angle of it online.
Don’t simply snap one or two pics, with your phone, then quickly upload them to your site and expect stellar sales. Seeing is believing, online, so show them the world!
- Take numerous – quality – photos (with the option to zoom in) so they can read every character on the box or bag.
- Make sure the photos are clear and well-lit and taken against a plain color background, (though your kid or cat is the cutest ever, they have no place in the photo of the designer handbag you’re selling in your store!)
- Offer multiple photos, and document any damage, the last thing you want to do is deceive customers about the quality of the item.
And DO NOT use stock photos! This gives the impression that you, either, don’t have the exact same item or that the one you do have is of lesser quality.
Show them exactly what they’re getting, every time, period.
Mistake 5: Having a complicated check-out process.
You know to whom you’re selling, those people are finding your site easily, they are blown away by your product descriptions and photos and have filled their cart to the brim… but they ditch completing the purchase because your check-out process requires 17 click-throughs and an algebraic equation.
Don’t drop the ball after they’ve decided to buy!
Because the Internet is over-run with resellers peddling the exact same products as you, you MUST make selecting yours a snap:
- Offer a “check out as a guest” option for those who don’t wish to fill out a form just to buy a jacket
- Advertise that their information will remain safe and secure
- Offer a variety of payment options including PayPal
- Keep your check-out process to one screen
You’re more likely to have repeat business when your customers know they can quickly grab what they need and go!
Mistake 6: Overcharging for shipping.
If you’ve ever done any shopping on e-commerce sites, like Amazon, you may have experienced this strange and ridiculous tactic.
You type in a product you’d like to purchase, like a fidget spinner, and up pops 30 options from which to choose. Sort them by price, and you’ll see some for as low as $1.00! ‘Whoa! I’ve just hit the FS jackpot!” you think to yourself until you drop it in your cart and see the price jump to $25.00!
What gives?!
The seller lured you in with an unheard of low price, simply to make up the difference in over-inflated shipping & handling charges. (How much effort does it really take to drop a 70g toy in a box with no packing and no paperwork?!) The postage itself, sent domestically, is less than $5.00.
Working in this manner will not only cost you sales, (because it is seriously SHADY,) but it may cost you your entire store as sites, like eBay, may shut you down for using this practice.
Instead, offer quality merchandise – actually measure and weigh the item and packing – then include this information in the listing; buyers don’t like surprises!
Go a step further, and offer free shipping, and your platform may even reward you! eBay has been known to do just that.
Mistake 7: Not offering a return option.
People HATE throwing away their money!
In fact, many people will refuse to buy an item without an option to return it for ANY reason they choose.
Shopping online only intensifies the desire for a “money back guarantee” or “no questions asked” return policy because consumers are truly buying items on faith, (in a brick and mortar store the customer can try on/touch/feel/hold/taste/smell the item prior to purchase,) online it can be a real crapshoot.
So, even though dealing with returns may be disappointing (or downright overwhelming,) accept returns from your customers; listings that state a clear return policy are far more attractive to buyers and is even a requirement on many platforms.
Just remember, an unhappy customer who can easily return an item may just turn into a life-long buyer because you went above and beyond with your customer service.
Now, of course, you’re still going to make mistakes – that’s the only way we learn to do something well – but if you avoid these seven, you’ll be well on your way to building the business of your dreams from the comfort of your own home!