Table of Contents:

1. Recognition and planning
2. Establishing and configuring an online store
3. Preparing the online offer
4. Preparing the website for UX/UI
5. Implementation of marketing solutions and customer service

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Moving a brick-and-mortar business online has become not only fashionable but also necessary. In the face of growing consumer expectations for the availability of products and services online and the convenience of shopping, every entrepreneur faces the important task of adapting their business to the new digital reality. The advent of the COVID-19 pandemic only accelerated this process, clearly showing that moving a business online can be crucial not only for its growth but often even for its survival.

The importance of online presence goes beyond the simple need to "be on the web." It is an opportunity to reach a wider group of consumers, offer them more convenient shopping solutions, and build a stronger brand. Entrepreneurs who decide to take this step often discover new, previously untapped paths for growth and development of their companies. The internet expands market boundaries, enabling effective competition not only with local stores but also with companies on a global level.

Although moving a brick-and-mortar business online may seem complicated and time-consuming, the right tools and platforms, such as Shopify, significantly simplify this process. Shopify, as one of the most popular ecommerce platforms in the world, offers not only extensive customization and management options for an online store but also support at every stage of online work.

This post aims to present specific, practical steps that will help you effectively move your brick-and-mortar business online. We will divide the process into several key stages, from planning and market recognition to the implementation of effective marketing strategies and data analysis to maximize your success in e-commerce. If you want to expand your business, reach new customers, or even start a new career path in the digital world, this post is for you.

Recognition and planning

Before moving your brick-and-mortar business to the online world, the first and crucial step is to thoroughly understand the market and plan future actions. This phase is the foundation that will determine the direction of development for your online business. Below I present specific actions that will help you smoothly go through the process of recognition and planning.

Understanding the target group

Your first task is to identify and understand your target group. Who is your ideal customer? What are their needs, preferences, and shopping behaviors? Conduct market research to better understand the expectations of potential customers and tailor your offer to them.

Check out our post "How to Choose a Niche for an E-commerce Store?"

Competitor analysis

Regardless of the industry you operate in, you will likely have competitors in the online space. Competitor analysis will allow you to identify their strengths and weaknesses, marketing strategies, and offers. Check what makes customers choose competitors and what they avoid. Use this information to build a competitive advantage.

Defining goals and KPIs

Your business goals should be clearly defined and measurable. Determine what you want to achieve by moving your business online. Is it about increasing sales, brand recognition, or entering new markets? Also, define key performance indicators (KPIs) that will allow you to track progress in achieving these goals.

Choosing an e-commerce platform

At this stage, you need to choose an e-commerce platform that best supports your online business. Shopify is an excellent choice for many entrepreneurs due to its scalability, ease of use, and wide range of features. Consider other options, such as WooCommerce or PrestaShop, and choose the one that best suits your needs.

Preparing a business plan

Develop a detailed business plan, including an e-commerce strategy, marketing plan, financial forecasts, and a logistics and customer service plan. Ensure that your plan is realistic and flexible so that it can adapt to a changing environment.

Legal aspects of online business

Before launching an online store, familiarize yourself with the legal regulations regarding online sales in your jurisdiction. This includes data protection rules (e.g., GDPR in Europe), e-commerce regulations, taxes, and other legal requirements.

Establishing and configuring an online store

After thoroughly recognizing and planning your business, it's time for practical action – establishing and configuring an online store. We will present the steps based on the Shopify platform, as it is our most recommended.

First, you need to know which Shopify plan will be best for you. Here's how you can do it step by step, focusing mainly on the Shopify platform, which is beginner-friendly and offers a wide range of possibilities.

Choosing and registering a domain name

Your domain name is your address on the internet, so it should be easy to remember and reflect your business. Using platforms like Namecheap or GoDaddy, you can easily find and register an appropriate domain. Ensure it is consistent with your business name.

Registering on the Shopify platform

Visit the Shopify website and take advantage of 3 months for $1/month. Just provide basic information about yourself and your store to get started. Registration is quick and does not require a credit card.

Store configuration

After registering, go to the Shopify admin panel, where you can configure your store. This includes:

• Choosing a Template: Shopify offers many professional templates that you can customize to your needs. Choose the one that best matches your brand's aesthetics.

• Adding Products: Create product categories and add your products to them. Ensure each product has a clear description, high-quality photos, and a price.

• Payment Settings: Shopify supports many options, including credit card payments, PayPal, and other local payment methods (if you want to integrate Przelewy24, you need to install the appropriate app).

• Shipping Configuration: Decide how you will ship products to your customers. Shopify allows you to set different rates and shipping options depending on the destination, package weight, and more.

Privacy policy and store regulations

Ensure your online store complies with local e-commerce regulations, including GDPR if you sell in Europe. Create and publish a clear privacy policy and store regulations.

Testing the store

Before the official launch, thoroughly test your store. Check if the purchase process runs smoothly, if payment methods work correctly, and if the site is optimized for mobile devices.

Launching the store

After thoroughly testing the store and ensuring everything works as it should, you can officially launch your online store. Use the previously prepared marketing plan to promote the newly opened store among potential customers.

Establishing and configuring an online store is an exciting stage of moving your business to the online world. Thanks to platforms like Shopify, this process is much simpler, and your dream of having your own e-commerce can become a reality.

Preparing the online offer

Effectively presenting products or services in an online environment will not only attract customers but also encourage them to make purchases. This can be the most time-consuming task, but well-prepared product pages can boost your sales. Prepare all the required information without rushing. Many stores generate no sales precisely due to the lack of a well-optimized offer.

Creating collections/products

Choose the products you want to sell online. Remember that not everything you offer in-store needs to be available online. Focus on products that are most popular among your customers or best suited for online sales.

Organize products into logical categories to make it easier for customers to navigate your store. Applying filters (e.g., price, size, color) will further streamline the search process. Note! We often see categories like "Face" instead of "Moisturizing Face Creams." Use correct naming in your store!

Professional photos and product descriptions

High-quality photos are absolutely crucial in online sales. Invest in professional photo sessions of your products. Present each product from several perspectives and ensure the photos are clear and attractive. Also, try to show your products in everyday use.

When writing product descriptions, focus on the benefits they bring to the customer. Be factual, but also tell stories that allow potential customers to better imagine using the product. Don't forget about technical aspects like dimensions or material.

Pricing and promotions

Set product prices so that they are competitive but also provide you with an appropriate profit margin. Analyze competitors' prices and adjust your pricing strategy. Consider all costs such as the product itself, payment gateway fees, and operating costs.

Consider introducing promotions and discounts at the start to encourage customers to shop in your store. Loyalty programs or discount codes for newsletter subscribers can be an effective way to build a base of regular customers.

Delivery options

Offer several delivery options - from standard to express. Varied prices and delivery times will allow customers to choose the option that best suits their expectations. Track e-commerce reports where you will find information about the most desired delivery options in Poland.

If possible, offer free delivery for orders reaching a certain minimum amount. This is an attractive way to increase the average shopping cart value.

Inventory strategy

Maintain an optimal level of inventory to ensure sales continuity and minimize the risk of unavailability of popular products. Warehouse management systems (WMS) can significantly help here, especially when integrated with an e-commerce platform like Shopify.

Remember to mark products you no longer have as "unavailable." Removing products that already rank in SEO can be detrimental to your store. And if you must remove a product, ensure proper 301 redirection.

Preparing the website for UX/UI

Preparing the website for User Experience (UX) and User Interface (UI) is a stage that determines whether the store will sell anything. Intuitive navigation, attractive design, and simplified purchasing processes not only make it easier for potential customers to make purchases but also build trust in your brand and encourage returns. Lack of proper preparation and analysis can result in wasted marketing budget.

Ease of navigation

Design your store so that customers can easily find the products and information they are looking for. Use clear and visible menus, well-thought-out categories, and a search engine with auto-complete functionality to support easy access to products.

Apply "breadcrumbs" to facilitate navigation on the site. This way, customers will always know where they are and how to return to the previous category.

Mobile optimization

Nowadays, most users use smartphones to browse the internet and make online purchases. Ensure your store is fully responsive and provides mobile users with a smooth and effective experience. A good practice is to start the design process from this device.

Aesthetic and clear design

Use colors, fonts, and graphics that express the character of your brand. Your site should reflect the values and personality of the company while encouraging purchases. Choose a maximum of 4 colors; your store is not a rainbow.

Avoid overloading the site with unnecessary elements. A clean design increases readability and focuses attention on the most important elements, such as product descriptions, photos, or call-to-action buttons (CTA).

Thoughtful CTA buttons

Every CTA button on your site, from "Add to Cart" to "Order Now," should be clearly visible and encouraging. Use contrasting colors and messages that directly tell users what to do.

Streamlined purchase process

Minimize the number of steps needed to make a purchase. A simplified, clear checkout process with the option to purchase without registration will result in more users completing transactions.

Page loading and image optimization

Ensure your site loads quickly, even on mobile devices. Optimize images and other elements to speed up page loading and improve overall performance. Every additional second above 3 will reduce your conversion by 7%.

This means that if you generate 100 orders a day, that short second can reduce the number of orders to 93. We can easily calculate that in the case of a product for 50 PLN, you lose 350 PLN daily. And on a monthly scale...

User feedback

Encourage leaving opinions and product reviews, which will not only increase trust in the offer but also provide valuable information to help improve the experience of other customers. Use post-sale care in the form of emails, leaflets, attractive packaging, etc.

Implementation of marketing solutions and customer service

After creating and opening an online store, the key element is attracting customers and encouraging them to make purchases. Therefore, an appropriate marketing strategy is extremely important.

Remember that all your marketing activities should be supported by a proper analysis of your target group. If you target the wrong people, you will only waste money. Simply being aware of where your customers are already gives a lot.

• SEO: Integrate appropriately chosen keywords into the content on the site, including product descriptions, blogs, and metadata, to improve visibility in search engines. Create valuable content that not only attracts traffic to your site but also builds your brand's position as an expert in a given field.

• Blog: Running a blog is an excellent way to attract organic traffic to your site. Regularly publish articles that solve your customers' problems, educate them, or tell stories related to your brand.

• Presence in Social Media: Build a community around your brand on platforms like Facebook, Instagram, Pinterest, or TikTok. Regular posts and engagement in interactions with users will increase awareness of your brand.

• Social Media Advertising: Use paid social media ads to reach a wider audience of potential customers.

• Newsletter: Collecting email addresses of visitors will allow you to build a subscriber base, which can then be engaged with regular newsletters containing offers, news, or valuable content.

Customer service

Ensure a quick response time to customer inquiries. Speed of response builds trust and customer satisfaction. Use a personalized approach to each customer so they feel special and appreciated. Personalized product recommendations can also increase sales. A clear and fair return policy increases customer trust. Ensure that customers can easily find and understand your return and complaint policies.

By implementing the above marketing strategies and ensuring high-quality customer service, you will build a strong brand and a loyal customer base, which will be the foundation of your e-store's success. Remember that in today's rapidly changing e-commerce world, continuous adaptation and innovation are keys to long-term success.

Summary

Moving a brick-and-mortar business to the online world opens up wide growth prospects for entrepreneurs, access to new markets, and the ability to build deeper relationships with customers. As we have shown in this post, the process of moving a business online requires careful planning, understanding the needs of your target group, effective implementation and promotion of the online offer, and ensuring excellent customer service.

Remember that success does not come overnight. Relentless work, continuous learning, and adaptation to a changing market are necessary for your online store to grow and generate profits. Do not be afraid to experiment with new marketing strategies, expand the range of products and services, and find your own unique voice in the crowded online commercial space.

Moving a brick-and-mortar business online is both a challenge and a fantastic opportunity for growth. Use available tools, take advantage of advanced e-commerce platforms like Shopify, and always listen to your customers – and you will be on the right path to success in the fascinating world of electronic commerce.

Frequently Asked Questions

1. Why is it worth moving a brick-and-mortar business to the Internet? - Moving a brick-and-mortar business to the Internet allows reaching a wider group of customers, offers 24/7 sales without geographical limitations, and opens new marketing opportunities. In today's times, where online shopping is becoming increasingly popular, an online presence can significantly impact sales growth and brand recognition.
2. How to choose an e-commerce platform for my business? - When choosing an e-commerce platform, consider aspects such as scalability, costs, availability of technical support, ease of use, and available functionalities. Shopify is one of the most popular options due to its versatility.
3. Do I need professional help when moving my business online? - Although many e-commerce platforms, such as Shopify, offer intuitive interfaces and rich self-help resources, using the support of professionals, such as web developers, SEO experts, or digital marketing specialists, can accelerate the implementation process and increase its effectiveness. It all depends on the scale of the project, your budget, and the available time.
4. How can I promote my new online store? - To effectively promote your new online store, it is worth applying diverse marketing strategies. Focus on optimizing the store for SEO, actively engage in social media, develop email marketing through newsletters, and consider paid online advertising campaigns, e.g., in Google Ads or on Facebook. Also, do not forget about content marketing, which will attract organic traffic to your site and build trust in the brand.