Once upon a time, when e-commerce was just nothing more than a startup idea for businesses, getting customers to click the right buttons and making the purchase was as easy as 1-2-3. All you had to do was launch an e-commerce website and zap! You’ve got the sales that you needed. You had a market that was hungry for stuff, and you were only too willing to feed their shopping appetite.
But of course, that was once upon a time. Somewhere along the way, the story has taken a 90-degree shift, and now businesses are scrambling online to catch up with where the happy customer online has left the usual marketing trail.
As time went on, it became more and more challenging for you to win your market over and to get them to be your buyers. The e-commerce landscape evolved. Businesses identical to yours began popping up—one after another. But it was not just about the fiercer competition. It was also about how the average consumer could now have better access to information, and with only a few taps and swipes at that!
With the ‘buyer’s journey’ (as marketers often call it) shifting into something non-linear, e-commerce began to take a whole new perspective. The shift in the ‘buyer’s journey’ continues to pose a challenge even to the most experienced online seller. So if you’re having a tough time targeting the right people at the right time, then rest assured that you’re not alone. And you’re not a hopeless case!
To find out how your business can best deal with the challenge, let’s first have a look at the buyer’s journey and understand what actually takes place before you make or lose a sale.