What is the one thing that is common to all successful businesses? It is customer satisfaction. Profit is directly proportional to customer satisfaction. A great customer experience impacts not just the bottom line of the business but also the brand image and retention rate. E-tailing or electronic retailing industry has seen unprecedented growth in the last couple of years. The convenience coupled with the variety has led to its popularity.

What is e-tailing?

E-tailing or electronic retailing refers to the sale of goods and services on the internet. It includes business to business and business to customer transactions. E-tailing has helped traditional brick-and-mortar stores reach out to more consumers worldwide. Globally, the e-tailing industry has had tremendous growth in recent years and is set to grow in many folds in the future. In 2018, the industry saw an addition of around 30 million new shoppers.
With such an upswing in the e-tailing industry and a constant race for profit, the customer experience tends to get lost. So, here are five ideas that’ll uplift the customer experience in the e-tailing industry:

Boost the navigation properties
There are several kinds of online shoppers. Some shoppers know what they want to buy, so they directly search the product and place the order. But the majority of the shoppers go to the e-tailing site to browse and choose something they want to buy. So, it’s essential to enhance the navigation properties of the site. You should place the products strategically so that the customers can easily find the products. Another feature that you should incorporate is, autocomplete to assist shoppers who are unable to remember the product details. This will improve the overall experience of the customer. Also, try to provide a variety of options for sorting. So that the customer receives a personalized shopping experience.

Simplify the checkout process
An uncomplicated checkout process is an essential element in customer experience. The primary objective of e-tailing is to sell the product. Hence, it becomes necessary to have a hassle-free and smooth checkout process. All the price and tax-related details should be mentioned. There should also be a variety of payment options to facilitate easier transactions. You can also remove the requirement of mandatory sign up for checkout as it can deter a few new customers.

Customer reviews and feedback
Customer reviews are one of the best ways to inform potential customers about the performance and quality of a product. According to research, around 91 per cent people read online reviews, around 84 per cent trust those reviews as much as their friend’s recommendation. Therefore, online reviews matter when it comes to customer satisfaction. Providing the option of giving reviews shows a sense of accountability on the part of the seller. Genuine customer reviews also increase the credibility of the site. Allowing consumers to give feedback is also a way of enhancing their overall experience. The customers should be able to see the reviews prominently on the product page.

Efficient Customer Service
Efficient customer service is essential for customer satisfaction. The service provided should be quick, efficient and prompt. Any amount of delay can cause negative feedback and loss of customers in the process. All the mediums of communication should be equally responsive. Customers registering their concerns through email should be answered just as quickly as over the phone. The contact information should also be visible on the site.

Social media presence
Social media networks are one of the fastest communication channels. Around 2.47 billion people use social media across the world. Having a social media presence is essential for the e-tailing industry. It allows you to deal with customer issues or inquiries faster than calling customer support. Social media if used efficiently can help achieve better customer experience that will ultimately increase revenue and loyalty. Presence on social media sites like YouTube, Facebook, Instagram and Twitter can enable customers to find out about the new products and features. Social media presence not only enhances the overall experience but also serves as a marketing tool.

The e-tailing industry is forging ahead and bringing in newer technologies and artificial intelligence systems. But along with the process of technological expansion, the customer experience needs to grow as well. A happy customer translates into a profitable business.