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What’s Next For Your Micro-Business
How To Sell Online To Women
For women, online shopping isn’t just about browsing; it’s about putting money where their mouse is.
A new poll conducted by the Consumer Reports National Research Center for ShopSmart magazine found that nearly all (96 percent) of American women who have shopped online in the past 12 months have purchased at least one product over the Web.
Most online shoppers (57 percent) do their product research and shopping online, while a sizeable proportion do their research online and then go to a store to buy (31 percent).
“But, despite the fact that women seem to be so comfortable with online shopping, ShopSmart’s poll results show that there are still a lot of ‘gotchas’ out there,” says Lisa Lee Freeman, editor-in-chief of ShopSmart.
And it’s those “gotchas” – or negative experiences – that can doom a small business to failure when selling online to women shoppers.
The poll found that about one-third (32 percent) of women who have shopped online in the past year said they had a bad experience. What were the reasons they cited for those negative buying experiences?
- 20 percent said they never got the item they ordered
- 13 percent said the merchandise was very different than represented
- And 451,588 American women claimed to have had their credit card number stolen online in the last 12 months
What You Can Do
To make sure you attract and keep women who like to buy online, small businesses must perfect their online sales methods. Try these tips.
Before the sale
- Give as much detailed information as possible about products. Such details as size, weight, dimensions and materials used in construction of the product are important to shoppers.
- Make certain that product information is correct. Outright misrepresentation of a product is a huge no-no for online sellers. But inadvertently giving shoppers outdated information can ding your reputation too. Update product information frequently and accurately.
- Offer enlarged photographs of products so shoppers can get an up-close look. If possible, provide multiple product views – from the sides, back and front.
During the sale
- Protect shoppers’ privacy. Use every available means to protect credit card and debit numbers, and to avoid credit card fraud.
- Make checking out a breeze. Don’t ask for more information than you need to fill the order and ship the product.
After the sale
- Meet customer expectations. Ship the right product on time.
- Communicate with buyers. Send e-mails to confirm orders. Send e-mails to confirm the product has shipped. If appropriate, include a tracking number that allows the customer to verify when the product should arrive.
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(Posted July 2007) |
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