The internet has provided a boost to mom-and-pop e-businesses trying to compete alongside large companies in meeting customer demand for variety. Still, using e-commerce successfully means addressing the disadvantages of e business. Online stores must offer customers a secure platform, and you need to provide timely delivery. Your website offers the convenience of purchasing at the click of a button, but you must invest in systems that inspire trust and confidence in your company.
Security and Integrity Issues
Hackers are adept at manipulating online business websites to harvest financial data. The information you require of your customers – shipping address, credit card details and email – potentially provides a valuable resource for hackers to initiate identity theft. This risk keeps some people from shopping online. You have to assure customers of the security of their personal data as they interact with your e-business. Ensure site integrity by investing time and money in learning and implementing good security measures, including digital signatures and data encryption, to protect client information lest it falls in the wrong hands and lawsuits ensue.
Purchase to Delivery Time
As much as the internet has the advantage of processing orders and payments in real time, this has little benefit to the customer who requires the purchased item equally fast. Unlike brick-and-mortar businesses, purchases from your e-business typically have a time lag from purchase to delivery of the physical goods. Some customers would rather go to the physical store and pick up the item unless it's of a digital kind, such as an e-book or music file.
The personal touch is a missing factor in online transactions. An e-business normally offers the customer no physical proximity to the items purchased until delivery. Experiencing the feel, taste or smell of a product can influence the decision to buy. Unless it's a repeat buyer, your typical customer would want to feel the texture of the leather wallet, the comfort of the shoe or smell the cologne before ordering. The absence of an opportunity to physically examine the product places a major limitation of e-business.
Not every company can participate in e-commerce. Some are challenged in terms of expertise and availability of technology, while others carry products that can't be shipped economically. For example, some large, odd-sized items may be uneconomical to transport across state lines, making it difficult to sell them online. Other products may be legally restricted, depending on state and federal laws, such as certain explosives, ammunition and alcoholic beverages.
Dr Jack Gordon, the Chief Technology Officer at Strontium Logistics, is a 20-year veteran of the engineering and marketing business who favors stiff drinks, good debates and developing innovative digital marketing strategies to help companies grow.