March 26, 2024

eCommerce For Small Business: 7 eCommerce Success Factors

Nadya Bakhur

Researcher, Technical Writer


eCommerce success factors
March 26, 2024

eCommerce For Small Business: 7 eCommerce Success Factors

Nadya Bakhur

Researcher, Technical Writer


eCommerce success factors

eCommerce today has quite a lot of growth potential. According to statistics, about 40% of Internet users living in different countries worldwide purchase products online – and this is more than a billion buyers.

This indicator is not a “surprise”. Therefore, when you create an online store, you have every chance to attract customers from all over the world.

But to build a successful ecommerce strategy you need to know the key factors that will help you win over the competitors. Below, we’ll discover how to gain ecommerce success. Stay tuned!

How To Grow Your Business Online: 7 eCommerce Success Factors

In today’s retail market, nothing is more important than ecommerce. According to Statista, there has been a whopping growth in retail ecommerce sales over the last few years and this trend is expected to continue. While traditional in-store sales are still strong, the meteoric trajectory of ecommerce and especially mobile commerce shows no sign of stopping.

Some small businesses see this as a clear signal – customers want to shop online, and if you don’t opt for ecommerce website development, they’ll go elsewhere. As Jonathan Mildenhall, former Chief Marketing Officer at Airbnb said: “Amazing things will happen if you listen to the consumer.”

Purely business as usual may be sustainable under some circumstances, but that is not the only way forward. If you want to beat the competition, increase sales, and keep your small business growing, nothing is more important than building a custom ecommerce website.eCommerce offers many benefits, so it seems that investing time and money is well worth the effort. However, before starting an ecommerce business, it is necessary to study not only the ecommerce website cost but also the factors that can impact the ecommerce success rate. Below, we’ve collected 7 factors that small business owners need to pay attention to before looking for ecommerce website developers.

7 eCommerce Success Factors

Use of mobile technologies

Mobile technology is rapidly gaining popularity, and consumers around the world are increasingly using mobile devices for shopping. The stat data shows that more than 83% of the world’s population uses smartphones.

Moreover, in 2021 alone, over 19 billion transactions were completed on PayPal and mobile payments make up a great part of them. The growing popularity of smartphones is also leading to the widespread penetration of the mobile Internet. This trend is only going to get stronger and is already changing the way we sell and buy goods and services. Mobile technologies open up new opportunities for businesses and consumers, but also strengthen the position of “big players”: small companies often simply do not have the resources to develop a business plan for e commerce as well as hire a qualified ecommerce website design company to create their convenient technology solutions for customers. New technologies, such as virtual and augmented reality, are constantly emerging, and the growth in online commerce will gain momentum.

Website design & usability

One of the main elements of custom ecommerce website development is the design of the user interface. This work results in a description of user scenarios – what action the user performs first, which will the following one be, and how different scenarios are interconnected. It depends on what pages the website will have and which ecommerce extensions will be placed on each of these pages. So, for example, all the parameters that need to be filled in to place an order can be dumped on one page, or you can build a step-by-step process, where each group of parameters has its page.

To solve these important issues, it is advisable to involve professional ecommerce website designers, but no agency can replace the “ideologist” of the project, who keeps in mind the entire functional structure of the selling site. Finding such a manager is already half the battle.

However, the most important thing in the development of the site is close attention to the opinion of the customers. It is necessary to constantly test all the solutions that appear on the site.

To do that, you can use the following methods:

  • User testing

The most popular technique is user testing. The users are asked to complete a specific scenario, such as finding a gift for a friend or picking up a ski tour for their family. In the process of completing the task, the moderator sits next to the users and asks them questions – why did they click on this or that button, did exactly what they expect to happen after this click. All user actions are recorded on video and then analyzed and discussed in the working group. This is rather a qualitative study, it allows you to identify the obvious weaknesses of the site and get rich material for further research but does not provide representative information about the behaviour of the entire mass of users.

  • AB testing

To obtain this information, it is necessary to conduct quantitative studies, among which it is worth noting the so-called AB testing. The idea is simple: the site simultaneously publishes two versions of the same page with different interfaces, for example, “old” – A and “new” – B. Statistics systems are installed on both pages and a certain “desired result” is determined – for example, clicking on the button “buy”. Then the entire flow of users is divided into two parts: say, 80% of all traffic is left on the old version, and 20% of visitors are directed to the new one. For both cases, the percentage of achievement of the “desired result” is calculated. Usually, after that the choice is obvious.

This is a powerful tool for constantly improving the site to increase the notorious conversion. Modern AB testing platforms can be integrated with social networks, and thanks to this, you can, for example, find out which version of the pages is preferred by different audiences.

Simple navigation

The easier it is for the buyer to navigate the site, the higher the chance to increase the conversion. Ask your ecommerce website design agency to create a resource where customers can easily and quickly get to the desired page or product, without unnecessary manipulation.

Include a site search that quickly leads to relevant results, the page your customers want to see.

Improved security

Making sure your online store is secure and doesn’t violate their privacy is one of the most important factors impacting the customers. A high level of trust is essential for small businesses that do not involve face-to-face transactions. Trust brings ecommerce success.

Simplify ordering, ensure maximum transparency in service and payments, and your site will earn the trust of customers.

Product pages optimization

Undoubtedly, this is the weak point where some small business owners fail in the battle for sales. Just listing your product names won’t make a search engine recognize them.

You need to write a competent SEO description, optimize product pages in search queries, use keyword-friendly URLs, and so on.

Fair product reviews

In 2021, reviews from the customers were in the TOP 3 reasons why internet users worldwide added a product to their charts and purchased them. If your ecommerce website offers honest reviews from your customers, it can greatly affect the success of your business.

By allowing customers to write reviews about the products they have purchased, it is wise to offer them the best possible service and product so that they are satisfied and would like to share their joy with others.

Quick checkout

To make the checkout process quick and understandable for customers, you need to put all the necessary information in the main navigation, and additional information in the lower columns or drop-down lists. This ensures that visitors to your site don’t spend too much time making an order.


eCommerce can be a great way for small businesses to stand out, offering a way to drive sales, build online visibility, and achieve growth goals. Choosing a reliable ecommerce website development services provider can help you meet current and future needs, and by focusing on the most valuable factors for success, you can take your small business to the next level.

If you still have questions and doubts regarding the ecommerce business start, ask NEKLO experts for help – we are here to provide you with ecommerce website design services and as well as answer any of your questions. Just contact us through the form on our website – and together we will make your small business grow!