Avoid These Pitfalls When Building Your eCommerce Website

If you are looking to start an online business or just optimize your current one, we hope this blog helps you. Keep your customer coming back by creating an eCommerce website that’s user-friendly and provides customers with a great shopping experience. Read on for tips on what to do and not to do for your eCommerce website.

What is an eCommerce website and why is it important?

A good ecommerce website can help your company’s bottom line in many ways. Firstly, it is an effective way to showcase your products and services to a much wider audience. This means that more customers have access to your shop online, which helps increase sales and profits.

In addition, an ecommerce website also creates a convenient shopping experience for customers. They don’t have to leave their homes or offices to shop online, meaning they are more likely to purchase from you again in the future. Moreover, customers may also build loyalty with you through online shopping as it provides them with more convenience and options compared to traditional shopping methods.

To successfully run an eCommerce business, it’s important to conduct thorough market research, determine the best eCommerce platform for your business, develop a concise marketing plan, and ensure you have the necessary funds and resources to support your business. eCommerce websites make it easy for customers and businesses to connect online and transact business in a secure, seamless manner. However, they require a lot of planning and effort to build and run effectively.

Can I build an eCommerce website on my own?

eCommerce website development requires planning and expertise in web design, web development, marketing, analytics, eCommerce experience, etc. You must choose a suitable platform for your business based on your technical and budget needs. Before starting the building process, review any third-party services you plan to use and make sure you have clear goals in mind. It is important to avoid pitfalls when building an eCommerce website, such as choosing the wrong technology or not having a clear business plan.

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Challenges of building an eCommerce website

Building a website for an online store is no doubt a tedious and time-consuming process. However, it is vital to ensure that the website is built on a solid platform that ensures its longevity. There are several aspects to consider including the eCommerce website design and functionality, payment gateway integration, and eCommerce website hosting. As with any other business endeavor, there are key pitfalls that must be avoided to ensure an optimal eCommerce experience. Not having a clearly defined budget and timeline is one of the biggest mistakes made by eCommerce entrepreneurs. Without a clear plan, it becomes difficult to focus on what matters most – building a great product and offering great service. Besides, not having a clear plan prevents you from identifying any shortcomings in the build process or evaluating what went well.

Not Understanding Your Product Data

Product data management is an essential component of any eCommerce website. It includes product descriptions, pricing, images, and other information. If you want to create accurate product descriptions on your website and ensure that customers can make informed buying decisions, it’s important to ensure that the data for each product is consistent and relevant. Failing to adequately manage product data can lead to inaccurate product descriptions, inconsistent pricing, and incorrect images being displayed online. It’s a good idea to use unique product data for each product and ensure that all product information is up-to-date and accurate.

Confusing or Cumbersome Navigation

Website navigation is one of the most important aspects of an ecommerce website, as it allows customers to easily browse and buy products. In order to ensure your site has a clear hierarchy and easily identifiable categories that make it easy for visitors to browse and buy products, it is essential to include relevant categories in your navigation bar. Too many main links in your navigation can lead to usability issues. Instead, use sub-navigation or sidebars to better organize your online store. If you do not have complex categories, a simple navigation is all you need.

man frustrated laptop

Hastily Built Product Page

When building an eCommerce website for your business, it is essential to create a product page that is visually appealing and informative. It’s important not to prioritize aesthetics over functionality. Product descriptions should provide detailed information about the product, including size, color, materials, and any other relevant information the customer needs to make an informed decision. For complicated products, it’s best to break up the description into smaller sections so it is easier for customers to read and understand what they are purchasing.

Copy-pasting manufacturer descriptions can result in duplicate copy, which will harm your SEO ranking and can make it hard for customers to understand the product and choose the best option. It’s also important to mix media such as images, videos, and reviews on your product page. For best results, make sure to use high-quality imagery and videos.

Not Understanding Integrations with Important Systems

Integrating an eCommerce website with existing systems can be challenging. For eCommerce businesses, there are multiple systems involved in running the business, including payment processors, shipping carriers, and inventory management software. These systems often operate on different platforms, making it difficult to integrate them. This can lead to problems with product cataloging, accounting, and other business functions that require data from different sources.

To address this challenge, eCommerce businesses typically use multiple ERP or systems that store and manage all of the data from these different systems. It is important to understand all of the systems you use for your business and ensure there is proper integration availability with the platform you choose for your eCommerce website. Failure to do so will result in delayed launch and increase in cost.

Too Many Extensions

It is true that having too many extensions on your ecommerce website can slow it down and increase the risk of security vulnerabilities. That is why it is important to choose the right extensions for your needs and avoid using ones that are unnecessary. Concentrate on finding extensions that provide the functionality you need without compromising on performance or security.

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No Focus on End-to-End Fulfillment

End-to-end fulfillment is a key part of running an ecommerce website. It ensures that the products you sell are delivered to customers in the correct quantities and at the right time.

Too little focus is often put on order fulfillment, which can lead to delays in shipping or customers receiving damaged or incomplete products. In addition, an ecommerce website needs to integrate seamlessly with its suppliers through an order management system (OMS) to ensure smooth order fulfillment.

As such, it is vital for ecommerce website owners to have an end-to-end fulfillment strategy in place. By addressing all aspects of shipping and delivery, online store owners can ensure that their customers receive high-quality products in a timely manner and with minimal hassle.

Inconsistent Online Business Branding

Creating an online business requires consistent online branding to help customers easily identify your business and distinguish it from other online businesses. It’s essential to use the same logo, colors, and fonts on your website as you do in advertising and marketing materials. This helps customers recognize your company instantly, making it easier for them to make a purchase or take other actions.

Do not copy other businesses by using their logos, visual elements, and written content. It is also important to avoid trends outside your area of expertise or industry.

Poor Content

Content on your eCommerce website must be engaging and relevant. It needs to tell a story about your product or service and why customers should buy it. But creating content for its own sake is not beneficial. Instead, you want to write compelling stories that inspire shoppers to take action.

Additionally, it’s vital to avoid automating your SEO efforts and optimizing for user reading intent. This will ensure that you’re writing content that is true to your business and speaks directly to your target audience. Overall, the key to success for eCommerce websites is clear and engaging content that provides shoppers with insightful information about the products they are looking to buy.

Resources to help you succeed

Building an eCommerce website is a challenging task. You must have the right eCommerce website design, store layout, and content strategy to ensure that you are able to reach your customers and convert them into customers. However, it is important for you to stay engaged with online resources like blogs, tutorials, and forums to learn about eCommerce website design and to stay updated on the latest trends in the industry. This way, you can reach your goal of creating a successful online business venture with ease.

Work with a specialist

To ensure success with your eCommerce website, one choice is to work with a specialist. They will be able to help you select the best platform and tools for your business, as well as ensure your online store meets online shopping standards. Using a specialist can save you time and money, by preventing common online store design pitfalls such as poor user experience or lack of scalability. By working with a specialist, you can ensure that your eCommerce website meets all requirements and delivers a superior online shopping experience for your customers.

Seek first-hand customer data and feedback.

It’s vital to gather as much first-hand customer data and feedback as possible to ensure your eCommerce website meets their needs and expectations. This can be done through surveys, interviews, and focus groups. By gathering this information, you can understand the behavior of your customers and design a website that meets their needs. Understanding customer behavior will help you make educated decisions when designing and developing your website.

It’s also essential to stay up to date with the latest trends in eCommerce technology to ensure your website is optimized for the best user experience. By staying current with ecommerce technology, you can make your website more efficient and effective at helping customers accomplish their goals. This will save you time and money while consistently delivering a great experience for your customers.

Research general eCommerce statistics

By understanding ecommerce statistics, you can avoid common pitfalls when building your online store. For example, ecommerce statistics can reveal the average online shopper and their behavior. By understanding the average online shopper and their shopping trends, you can create a website tailored to your audience. You can also use ecommerce statistics to analyze competitor analysis and customer buying habits to create a website that stands out from the competition.

By researching ecommerce statistics, you can gain insight into the average online shopper, their behavior, and what motivates them to purchase online. This can help you design a website that is both user-friendly and appealing to your target audience.


eCommerce is a huge industry, and there are plenty of online retailers that are doing well. However, there are also many ecommerce businesses who are struggling to find their place in the market. Common mistakes can quickly lead to lost revenue and frustrated customers. By avoiding these errors, you’ll be on your way to building a successful business!

How to Choose the Right Platform for Your eCommerce Business

Choosing the right eCommerce platform for your business can be a daunting task. There are so many options out there right now, and every platform has its pros and cons. We’ve got you covered if you’re wondering how to choose the ideal platform for your business. In this blog, we’ll cover the major factors you should consider before making your decision.

What is an eCommerce Platform?

An eCommerce platform is a software solution that helps small and medium-sized businesses build, manage, and optimize their online shopping business. It consists of an online shopping cart, payment gateway, email marketing, analytics tools, search engine optimization (SEO), social media marketing (SMM), website hosting, customer support tools and more. Several different types of platforms are available, including Shopify, BigCommerce and Adobe Commerce.

Each has specific benefits and drawbacks that should be considered when making the decision which platform to use. Depending on the needs of your business and the budget, one of these platforms may be the best choice for your online shopping cart business.

Things to Consider When Choosing Your eCommerce Platform

When choosing an eCommerce platform for your business, it’s crucial to understand your business needs and requirements before making a decision. Start by analyzing the products/services you plan to sell and how you want to deliver them. This will help you identify the features of the platform that are vital for your business success.

Consider factors such as operating budget, payment gateway support, inventory management tools, and marketing tools required for your business to thrive online. Once you’ve identified the essential features of a platform, compare the various platforms based on pricing, features, and customer support. This will help you arrive at a conclusion that is beneficial for your business.


Pricing is one of the most important factors to consider when selecting an eCommerce platform. The cost of using the platform will depend on your business’s needs and budget. It’s important to compare the features and pricing of different platforms before making a decision. It can be challenging to determine the right pricing for an eCommerce platform, so it’s important to consider both the cost of use and the pricing of optional services such as customization, hosting, and maintenance.

Additionally, it’s worthwhile to review other business reviews online and talk to other business owners who have used the eCommerce platform. The cost of using an eCommerce platform should include all required service fees as well as any optional customization, extension fees, integration and/or hosting fees. When comparing pricing options, you must consider all of the above factors; otherwise, you may end up with a costly business decision.


It’s crucial to choose the right eCommerce platform for your business. When choosing an eCommerce platform, you must consider several factors, including scalability and ease of use. You must ensure that the platform can handle your current needs and accommodate future growth.

Additionally, look for a platform that is flexible enough to allow you to add new features, products, and services as needed. Research the platform’s ability to perform reliably during high peak volumes, perform load balancing, contains native lazy loading features, and what is the historical uptime for the hosting.


When choosing the right eCommerce platform, look for one that offers secure payment processing, data encryption, and other security measures. It is vital to ensure customer data is kept safe. Some platforms provide fraud protection services and make use of two-factor authentication, which allows customers to verify their identity using something they have (such as a smartphone or email account) in addition to their password.

Other verification methods can include requiring customer input when making online payments or asking for additional proof of identity (such as copies of passports or driver’s licenses). In addition to these steps, it is important for e-commerce platforms to meet all applicable industry standards for security, such as those set by the Payment Card Industry Security Standards and the National Retail Federation’s Code of Safety.

Product Catalog

When choosing an eCommerce platform, consider the size and complexity of your product catalog. If you have a large number of products or plan to add more in the future, look for platforms that offer robust product management capabilities.

This will allow you to manage your inventory and keep your online store consistent and up-to-date. If you have a complex product catalog, it is important to ensure that the product catalog interface of your eCommerce platform can handle a large inventory and feature multiple images, sizes, attributes, colors, and prices. This will help shoppers quickly find what they are looking for without scrolling through endless pages of options.

OMS/IMS Capability

An order management system enables customer order entry and processing. An inventory management system tracks and manages product inventory, sales, and other production processes. Basic IMS should record and manage information about the physical goods in your business.

The ability to interface with customer orders, inventory levels, and fulfillment status can give business management real-time visibility into their business’s health. Researching the native services provided by the platform for OMS/IMS is important to understand if an integration will be needed for your business.

Customization Ease

When choosing the right eCommerce platform, customization is key. While choosing a platform that suits your business requirements is important, it’s also vital to search for one that offers customization options.

It’s important to look for platforms that offer easy-to-use customization tools so you can further tailor your store’s look and feel to match your brand. Some other customization options you should consider include different pricing models, payment processing support, shipping support, and inventory management tools.


When choosing a platform to use for your online store, you want to make sure that it has the tools and features necessary to support your business operations. One of the most important features of an ecommerce platform is integration with third-party services such as payment processors, inventory management systems, and marketing platforms. By integrating with these services, it will be easier for you to manage business operations and maximize the potential of your online store.

Additionally, an integrated platform allows eCommerce business owners to connect easily with third-party services that can help improve customer conversion rates and increase business profits over time. This saves time and money in the long run.

SEO & Social Integration

One of the most important things to consider when choosing an eCommerce platform is its SEO-friendly features. For eCommerce SEO, these features can include optimized page URLs, meta descriptions, and image tags that help search engines better understand and display your online store. Additionally, search engine optimization (SEO) tools such as keyword research and website analytics are essential tools to use while building your online store. Look for platforms that offer analytics so you can track customer behavior and make informed decisions about how to optimize your store.

Another important factor to consider is ease of integration with social media platforms, such as Instagram and Facebook. This will allow you to easily share customer photos and reviews with social media audiences, promoting your business and engaging with your customers in a personal way.

shopping cart and bags in front of a laptop for shop onlin

3 eCommerce Platforms Compared

There are many different eCommerce platforms to choose from, but it can be overwhelming when deciding which is right for your business. Each platform offers unique features and functionalities that can help businesses reach audiences online and grow their business online.

It’s important to evaluate each platform’s features and functionalities before making a decision and consider factors such as pricing, customization tools, user interface, payment processing, inventory management, marketing tools, website hosting, support, and analytics. By carefully assessing each of these factors, businesses can find the best eCommerce platform for their business needs.


Shopify is one of the most popular eCommerce platforms, offering a range of features and tools to help you get up and running quickly. It provides a variety of payment options, allowing you to accept various forms of payment, such as credit cards, PayPal, Apple Pay, and more. There is a fee if you do not use Shopify Payments.

It also offers a wide range of themes to customize the look and feel of your store. These themes include business-focused themes such as eCommerce store templates or fashion-focused themes such as a store for women or men. Shopify integrates with many third-party services, allowing you to use it to manage shipping, marketing, and accounting tasks. The lack of built-in features may require the addition of many apps.

Additionally, Shopify offers 24/7 customer support, making it easy for you to get support when needed.


BigCommerce is an eCommerce platform that is suitable for medium-sized and fast-growing businesses. It offers a wide range of features, including SEO tools and marketing support, payment processing, and integration with major shopping cart plugins.

Additionally, the platform includes various pricing plans to suit different business budgets. The revenue-led billing may be a concern for stores with tight margins. With BigCommerce, business owners can easily run their online store without having to worry about technicalities or customization.

Some users may find the set-up of the store confusing at times and will need time and patience. BigCommerce includes all the tools needed to run a successful online store without requiring any additional setup or management.

Magento (Now Adobe Commerce)

Adobe Commerce is an open-source eCommerce platform that offers powerful features for online business. It supports multiple languages, payment methods, and currencies, and enables merchants to create a unique shopping experience tailored to their business needs.

Adobe Commerce is highly customizable and allows merchants to create a website that is tailored to their business needs and preferences. The cost to start and run a store on this platform varies depending upon self-hosted Open Source to Adobe Commerce Cloud.

This open-source eCommerce platform has been widely acknowledged for integration capabilities, scalability, and reliability. For most things, setting up and maintaining an Adobe Commerce store will require a developer.

Conclusion on Choosing the Right eCommerce Platform

When it comes to choosing eCommerce platforms for your business, there are no simple solutions. You have to consider many factors, from customer support to pricing and customization capabilities.

However, if you can prioritize these factors and compare eCommerce platforms based on them, you can choose the platform that matches your business plan the most.

To get more details about the features you should look for in an eCommerce platform and a holistic view of Shopify- BigCommerce – Adobe Commerce, contact atmosol.

All about Direct to Consumer (D2C) eCommerce Strategy

The Complete Guide To D2C (Direct-to-Consumer) eCommerce

D2C, or Direct-To-Consumer, is a model where a company that manufactures products at its own facility also packages and sells them directly to the customer through its own channels, channels like an e-commerce store, social media handles, and physical stores.

Sounds a lot like B2C, where businesses sell directly to customers as well, so what differentiates D2C from B2C? The difference lies in who manufactures the products. While both models involve brands selling to customers directly, D2C brands are those that have also manufactured the products themselves.

A B2C business is any brand that sells to customers, period. They don’t necessarily have to have manufactured the product themselves, for example, retailers who also sell products directly to customers but source them from third-party vendors and manufacturers.

Essentially, all D2C brands are B2C because they sell directly to customers, but not all B2C brands are D2C because they don’t all manufacture their own products.
Understanding this difference is vital for brands in deciding which model to adopt.

Why Do Brands Adopt D2C?

1. It allows brands to deliver a unique experience, which supports growth

In the conventional retail model, the products begin with the manufacturer, move to the wholesaler, distributor, retailer, and then to the customer. In most cases, the manufacturer gets little to no recognition and completely relies on the retailer for sales and growth.

In the D2C model, all the middlemen – the wholesaler, distributor, and retailer are eliminated, allowing the manufacturer to sell directly to the customer.

The disconnect between the manufacturer and consumers is bridged, giving the manufacturer control over their brand, the customer experience, marketing campaigns, sales processes, and so on. It allows the manufacturer to actually create a brand and navigate it in the direction they want, and when done right, it helps the manufacturer grow faster.

2. To collect valuable data and feedback

Because D2C brands have a direct connection with their end-users, they now have access to vital data that can help them create a customer data platform to improve products and services. Without middlemen, D2C brands eliminate the chance of feedback being Chinese whispers and get valuable information straight from the users of their products.

Good data platform can help with:

  1. Consumer preferences – what products customers like and what they don’t like, what products will sell better as bundles, what pricing models are favored, and so on.
  2. Upsells/Cross-Sells – D2C brands can upsell and cross-sell products in their inventory directly through their channels and base these promotions on customer data. Here are more ways to increase your average order value and customer lifetime value.
  3. Feedback and product improvement – Through feedback, brands can improve their products and services to better serve customers.

3. It fosters loyalty and retention

Nurturing brand loyalty is extremely valuable. It costs five times more to acquire a new customer than it does to retain an old one and the success rate of selling to an existing loyal customer is 60-70%, while the success rate of selling products to a newly acquired customer is just 5-20%. (Source)

Loyalty, however, is driven by experiences. In the conventional retail model, product manufacturers are just the suppliers while the retailer delivers the customer experience. Fostering loyalty lies in the hands of the retailer, and in most cases, the loyalty is directed to the retailer and not the manufacturer. This does not help the manufacturer in any way. Once the customer is loyal to the retailer, they will continue to shop with them even if they change manufacturers. This can clearly be risky for manufacturers.

In the D2C model, manufacturers reclaim control of the customer experience. They can create strategies to foster loyalty and increase customer retention and ensure they have a loyal customer base for their products.

4. Better profitability Avenues

Product prices inflate as they move through the tracks from manufacturer to retailer. Each member (wholesaler, distributor, and retailer) adds a markup to the price and sells it to the next member. Customers buy it at the final price marked by the retailer.

In the D2C model, since the middlemen are cut out, the asking price for a product drops drastically. This creates an opportunity for manufacturers to increase the selling price and, thus, margins while staying below the retailers asking price. This enables the brand to earn more while customers pay lesser than they would, a win-win.

Is Direct to Consumer (D2C) a Good Fit for Your Business?

We made D2C seem like it’s all rainbows and butterflies, but the retailer B2C model exists and still thrives for a reason. Not all manufacturers can incorporate the D2C model and survive. There are some aspects you should first look into before considering which model will be best for you.

1. Is there an opportunity for D2C?

The first question you have to answer is if there is an opportunity – an opportunity for sales and an opportunity for growth. Some areas to look into when considering this question:

Existing customer base – What is the current market like? Does your product (or products) have an existing customer base, either created through a retailer or generated through premarketing? When you go D2C, will there be demand from day one, or will you have to generate awareness first?

Understanding the current demand will give you an idea of how quickly your D2C brand will be profitable, and how much money you need to survive until it begins generating profits.

Marketing scope – Marketing will generate awareness and consequently, sales. The scope for marketing will be determined by – first, the products and second, the budget. Certain brands and products do not suit certain marketing channels. You hardly see retailers promoting clothes on a professional platform like LinkedIn. Your products and value propositioning will determine which platforms are open to you.

The second factor will be the budget. Depending on how much money you can divert into marketing, some platforms and strategies will be unavailable to you. After analyzing 1 and 2 together, do you see marketing potential?

Other modes of promoting – Is there scope for promoting the brand and products in other ways? For example, adding inserts in shipments to give buyers discount codes or upsell/cross-sell information

While the earlier marketing analysis was geared more toward acquiring new customers, these promotions are geared toward customer retention and repeat orders.  Together, they form the pillars for sales and growth.

2. Are the costs viable?

Once you evaluate the opportunity on paper, you need to ask if you have the funds available to incorporate a D2C model. There are a lot of costs like distribution and marketing that are eliminated when you sell through a retailer. In the D2C model, you are responsible not just for manufacturing, but storage, packaging, and distribution as well.

a. 3PL Warehouse vs. In-House Logistics – Will you manage order fulfillment in-house or through a 3rd party logistics provider (3PL)?

Inhouse fulfillment gives you complete control over logistics. You also have control over the customer experience.

When you go the 3PL route, you save on upfront costs (for a warehouse, for example) and also on day-to-day operations. You also get access to their expertise in logistics and resources from day one.

You should decide based on your budget and estimated order volumes. If order volumes are projected to be high right from the start, or if you predict erratic order volumes, you are better off partnering with a 3PL logistics provider.

b. Warehouse vs. Distribution Center – A warehouse is used to store products; a distribution center stores products and offers additional value-added services like packaging, loading, tagging, and so on. A distribution center, basically, performs all the processes needed to fulfill an order.

Your choice between the two will depend on whether you are choosing to fulfill distribution in-house or through 3PLs.

c. Earning potential – You already know the cost of goods sold, or how much you spend to manufacture each unit of the product. Once you plan out marketing and logistics, you will also know the costs for operations. The question now is if the D2C model is sustainable for your brand.

This will come down to the potential earnings, which will depend on:

  • Average order value
  • Average items per order
  • Average shipping cost

Potential earnings will be the order value x items per order – shipping cost.

d. Alternatives to improve profitability

Lastly, you should account for future possibilities for profitability. Different processes or modules that you can incorporate to increase profits for the same product volumes. For example:

Subscriptions – Can you create a subscription model that customers will accept? Subscriptions are great to nurture loyalty and retention and also create a continuous earning stream.

Bundles – Can you bundle products and create different pricing plans to include all ranges of customers – those who want to buy single products and pay a lesser amount per transaction and also those who are willing to pay higher amounts per transaction for high-value products or bundled products

3. The hurdles to implementing D2C (Direct to Consumer eCommerce)

a. Retail partner objections – When you move to the D2C model, you become a direct competitor for retailers selling similar products. Are you going to face backlash from retailers currently selling your products or similar products? Will you be able to weather the competition and position your brand as unique from theirs?

b. Different product offerings/bundles – As you become a direct competitor to retailers, will their product offerings, pricing plans, or product bundles take business away from you? It’s a prudent approach to research your competition and pit their services against your own. For you to survive as a D2C brand, you will have to deliver better pricing deals than the competition.

c. Can you differentiate your brand from the competition – You will need a USP to differentiate your brand from the competition. While not every product or service can be unique, you can introduce a distinction in other areas like operations, pricing, or support.

Conclusion about Direct to Consumer eCommerce (D2C)

D2C sales in the US rose from $76 billion in the year 2019 to $111.5 billion in the year 2020. Sales were forecasted to increase to $129 billion in the year 2021. The D2C market is growing quickly, as more manufacturers begin to see the immense benefits of building a brand.

If you are considering starting a D2C business or moving from a retail-oriented business to D2C, this article will hopefully serve as a guide to you.