There are always going to be a significant number of competitors in an industry looking to grab your piece of market share. Website innovation and outreach proactivity are, therefore, vital to attract and retain a loyal customer base. You must stay on the cusp of – and be ready to implement – e-commerce trends as well as changes in customer expectations and behaviour. Each trend needs to be analysed, interpreted and adopted appropriately to drive traffic, generate leads and increase sales.

E-commerce has transformed the way we shop; this has, in large part, been influenced by the advancement in mobile technology. The reality is that customers have developed expectations that businesses need to be satisfied. An e-commerce store should have the same capabilities of its brick-and-mortar counterpart such as streamlined return policies, product stock and excellent customer service.

The overarching objective should always be focused on ‘how can I make my customers’ shopping experience better?’ Take time to really understand your customer base, and in so doing, forge a long-lasting relationship with them. Remember that your brand is more than just the product(s). It’s also about creating emotional connections. This is the key to standing out in a competitive marketplace.