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Andrew Smith
1. E-commerce is not about
Technology
By Andrew Smith
Live Alchemy
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2. “I don't really shop online, too
afraid the purchased items
won't get to me”
Nicole
“Would love to do online
shopping, but too many online
scammers around!”
Anonymous
“I'm always worried about
credit card scams. All it takes is
one mistake and they got you.”
Tony
E-commerce has a bad reputation in South Africa.So much negativity, except for the people who actually use it.Do you shop online?Most South Africans don’t.
And yet in a survey we did, only 5% of people said they would never.Why aren’t 95% of South African’s shopping online?Many reasons, but one is how South African e-commerce sites are developed.Start-up, or a big company decides to build an online store. Who do they turn to?
These guysThis is me.The IT departmentthe guy who fixes their computersloves playing with technology and expects everyone to know as much as him.
Your nephew.The result is…
Can you imagine a Pick n Pay shop front looking like this?Where are the products?They have highly qualified merchandisers, marketers, sales people, but it looks like they were all ignored by the programmers.
Where's the milk?Has anyone sat with a real-life customer and watched them use the site?That’s not something techies do very often.
This is what you end up with.It feels like it should be working, but it’s not.No customers, and no selling.
Now this page was designed by salespeople and marketers.The products are the hero (not the log-in form).Benefits clearly spelt out (fast, half the price)The problem is our hang-ups as to what e-commerce really is.
Wrong!At it's simplest, I define it as a \"Sales pitch with a contact method“It’s often simpler to start without these 2 elephants (credit card, shopping cart) and focus on the rest
An example. no shopping cart, no registration, nothing that can go wrong.You enter your details and say how many CDs you want.She does have credit card facilities online, but even that is voluntary.
To show that technology is the least of your worries
when starting an online store technology is not the primary obstacle.For more complex sites you have a few options.
This is one of our companies, Yuppiechef3 years selling kitchen tools.We’ve learnt that
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
What to sell? Hard to find, brand name, easy to shipHow to differentiate? Price, Service, Range (quality, vast, unique)
