E-Commerce Considerations – #2 Customer Experience

Tom Jenkins Tom Jenkins
06 August 2018

In this series, we are discussing the 10 main considerations for selling online with an e-Commerce webshop. Last time we talked about the importance of branding – in this blog we will discuss how important the customer experience is.

E-Commerce Considerations – #2 Customer Experience

How will your customers use it?

When creating your website, you need to make sure it is easy to navigate through and it’s efficient for the customer to find what they want.

Consider the user experience (UX) before building your website. This will help you understand the typical journey that a consumer will take and how you can create the best Information Architecture (IA) that makes it easy for consumers and encourages sales to increase. This should also be reflected by the website sitemap – if the sitemap is easy to understand, it is a good sign that the website is easy to navigate.

A sitemap shouldn’t be complex but can include all of the information that you need in it.

On Startups’ article, they talk about how you should set up an e-commerce site to beat the costs of setting up a high-street store. A customer would choose to go to a high-street store because they can be more certain that they can find out if something fits their need, for example, in clothes shops you can try the products on to see if they fit. If you can give this same (or alternative) experience to an online user, then you could save huge amounts of money by reducing the need for a physical store. As an example, an online fashion site, ASOS, has made it easier for customers to find the right sized products. They will look at what you have previously bought and as a result, provide you with a recommendation of what size you should get.

You can also tell them your height, weight and your preferred fit! It gives the shopper the confidence to make a purchase without having to worry about sending it back.

Having these services available on your e-commerce site will increase your digital presence with a reputation for making shopping efficient and easy for the user.

In next week’s blog, we will be discussing how important it is to have high-quality content, but you shouldn’t spend all your time on it.

Tom Jenkins
Tom Jenkins

Tom is one of the founding directors of Dynamics Consultants. He has worked on ERP / CRM systems since 1995, initially as an end user and later as a developer/consultant. Before founding Dynamics Consultants, Tom worked in a management role for a machinery importer / reseller, where his work included inventory management and purchase control, systems development, and IT project management.


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