E-commerce development ·
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For new online store owners

The essentials of building a successful e-commerce site

• Creating your own e-store means using every smart tactic available to give your business the best chance at success. Start by making sure your e-store has a strong value proposition — something that offers the customer a benefit they can’t get anywhere else.

• Practical example: several shoe stores offer a 360-day return policy instead of the usual 14 days.
• Make sure your store has clear advantages, and highlight them prominently. Don’t be shy — tell people what makes you better.
• Practical example: common selling points include free shipping above a certain amount, items in stock, wide product selection, or free local pickup.
• Simple and clear e-store design, along with intuitive navigation, are must-haves — and while this may sound obvious, they’re still worth repeating.
• Also make sure your store features: high-quality product images, informative and well-written product descriptions, clear discounts and offers, multiple payment options and clear positioning and differentiation
• Practical example: Check out product images on platforms like eBay or AliExpress — even if the product itself is simple, the images are beautiful and do the selling.
• Strong written content is key. Alongside price and visuals, it’s the third major factor in getting someone to buy. Your e-store should be a place where visitors find answers — even internal comparisons or user feedback that makes their decision easier. Include how the product works, how many people are satisfied with it, and so on.

The more expensive the product, the more information you need to provide. A great tip is to include reviews, educational content, and other useful info on your site — that way, people will return to your store for the information or simply out of habit.

The online store is live. How to increase e-commerce sales?

• Make sure your store’s product ordering and cart process works well, and that the likelihood of cart abandonment at checkout is as low as possible. You don’t want to lose a customer who has already added items to their cart.
• Turn store buyers into repeat customers. The cost of acquiring a customer is the same, but the value of each customer varies. One customer might buy from you once and never again, while another might return every few months. Nurture your good customers with campaigns, landing pages, and special offers. Don’t waste time and money on poor-quality customers.
• Example of how to do it: make offers for loyal customers who are already used to buying from you. Usually, offers are made to attract new customers — but make sure to reward your best ones too.
• Have you noticed strange anomalies in commerce? Where people, for example, stand in long queues and are happy after buying, and no one complains about the wait — I’m talking about buying alcohol from Latvia. Or when waiting 1–2 months for a simple product from an online store is completely acceptable, even enjoyable, while most stores are rushing to ship within a day or two? I mean ordering goods from Chinese e-commerce sites.

Is a customer really willing to wait a month just to save a few euros? Or why do people buy from a more expensive store when there are cheaper options for the same product?

These stores have built a perception — a brand. People often blindly shop on AliExpress because they believe it’s cheaper. But in reality, if they looked, they could find the same priced product in an Estonian e-store. If you can create the impression that your store has cheaper, better, or more unique products, that’s where you’ll get repeat customers and recurring orders. Your advantage might be the best customer service — or something entirely different.