The Perfect 2022 Guide for Shopify eCommerce Businesses: Sales Channel Strategy
June 8, 2022
June 8, 2022
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You can’t list your products for sale just anywhere and expect sales to pour in. These days, the best and most sustainable model of success is choosing a few high-performing sales channels that empower the sale of your goods such as Shopify eCommerce. Honey Whale Lab are Shopify Partners & Experts, we've worked with hundreds of South African eCommerce Stores and through trial & error we've created a simple yet effective sales strategy. This time-tested strategy is proven to result in better sales, better customer relationships, and better yearly profits overall—who doesn't want an increase in sales?
Sales channels are one of the most powerful tools in the eCommerce world. Not only are they critical for boosting sales volume, but they help your brand remain competent and competitive in an increasingly complicated digital landscape. Leverage them to own every aspect of the customer experience—buying, returns, etc.—and reach end consumers in a way that makes a lasting impact.
But establishing a multichannel sales strategy takes a great deal of work—even in an eCommerce context. Today, 21% of marketers say that a lack of understanding of how to develop multichannel campaigns has kept them from leveraging a channel strategy.
Let’s take a closer look at the myriad sales channels available today, as well as why you need them, what you need to get started, and how to establish a winning plan.
Modern businesses have dozens of platforms to grow their brand, from traditional channels to newer, sleeker options. Each channel is used for a different purpose and has its own advantages and drawbacks. Here’s a look at some of the most popular channels:
Bear in mind that not all of these sales channels will be a good fit for your online business. Some may work better than others, while some may not work at all. It’s good to do plenty of research before choosing a platform.
Many new brands focus on a single sales channel in the initial stages of their operation. However, scaling a business requires a multichannel sales strategy that increases the chances of a customer interacting with your brand.
The benefits of having multiple sales channels are well documented:
A heavily curated multichannel strategy has the potential to take your brand to the next level. By applying all best practices and creating room for agility, businesses can push their way to the top of the ecommerce ladder.
Diversifying your ecommerce channels is a must for any successful strategy. However, it’s your website—not external channels—that should be at the center of it all.
Whether you sell primarily through social media or through a distributor like Amazon, having an optimized online store is critical to scaling sales over time.
Here’s why it’s so important to make your ecommerce website the heart of your sales channel strategy.
There’s no doubt about it: website stores are just simple to use. More than 2.14 billion people are expected to buy goods online in the next few years, many of whom are already familiar with the online checkout processes on ecommerce websites and online stores.
Many online stores can be built cheaply, knowledgeably, and at scale. Platforms like Shopify allow individuals and companies to drag-and-drop elements into a field to be published. You can also use your ecommerce site to direct people to other sales channels, including social media platforms or apps.
External sales platforms (the ones you don’t own) have strict requirements for listing or selling products. Internal platforms (such as your website) have far fewer. Easily list and sell whatever you choose, and add specific descriptions, product photos, or comment and rating systems that complement your needs.
More than 70% of customers want personalized experiences with your business. Make your brand voice count by sprinkling delight into your images, copy, voice, and tone. Try using different fonts, colors, and styles that bring out the best of your brand and its values.
This example from Fashion Nova highlights the company’s fun personality without compromising other sales channels.
Following trends with flexibility is key to maintaining a winning channel strategy. Traditional sales channels certainly have their place, but catering to your audience with modern alternatives puts you one step ahead of the competition.
TikTok is one such modern marketplace, allowing merchants to present their products to a massive audience. Consumers can shop directly from individual TikToks or purchase from live feeds or creator collaborations.
If your eCommerce brand is centered around music, you may want to consider selling on platforms like Spotify. You can easily sell digital downloads, albums, and even physical records on individual band pages, which nets you sales while you sleep.
The “shop by picture” function via Instagram is a great way to turn branded pictures into salable content. This example from Red Dress Boutique highlights some of the brand’s highest selling items and apparel options.
Note that not all modern marketplaces are a good fit for your business. It’s imperative to evaluate your options and ask good questions before investing in a channel that may benefit your brand.
There’s no one-size-fits-all approach to building a sales channel strategy. As you begin the process of narrowing down some sites and platforms, ask yourself:
Remember: slow and steady wins the race. Start small by building a modest list of channels, then continue to scale your strategy over time.
At the end of the day, the most important element of any sales channel strategy is building up its beating heart—your eCommerce store. Do what you can to flesh out a central base camp on your website, then create individual sales channels that build onto your strategy.
You owe it to your customers to be as flexible, lean, and adaptable as possible. With a winning channel strategy by your side, your online store will have the capacity to reach more customers in even less time.
To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify.
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Thursday, June 23, 2022
The Perfect 2022 Guide for Shopify eCommerce Businesses: Sales Channel Strategy
Wednesday, June 8, 2022
Honey Whale are a dynamic & modern e-commerce and digital marketing team, crafting valuable and profitable user experiences in all areas of service.