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How to choose your ideal ecommerce platform

Need to do better at engaging customers and converting views to online sales? It might be time to consider your technology stack. The right tools will make all the difference, but if you don’t know which combination will suit you best, we’ll talk you through how to choose your ideal ecommerce platform right here.

So, How should we choose the best ecommerce platform?

An ecommerce platform is a tool or application that enables you to manage, organise and display products and services online. So you need to understand what your customers are looking for and what is important to them before choosing a platform that allows you to handle online commercial activities like website design and presentation, product management and payment processing.

More sophisticated ecommerce platforms can also perform other activities like inventory control, digital marketing, Customer Relationship Management (CRM) or analytics and reporting based on what customers are doing on your site.

As well as handling online retailing experiences, ecommerce platforms can also be used for online auctions and, in some cases, the provision of product data to other online marketplaces. Some ecommerce tools integrate with financial management software and products to enable data to be extracted and used for accounting purposes.

Overview of top ecommerce platforms

There are a heap of ecommerce platforms out there. The most commonly used ecommerce platforms globally include Shopify, BigCommerce, WooCommerce, Wix and Pimcore. Shopify is popular with small to medium enterprises, and enables traders to customise their online stores. BigCommerce enables a range of payment options and can be used to create product discounts and promotions.

WooCommerce integrates with WordPress which is a plus for many businesses already on this system. Wix is simple and easy to use, making it a good choice for small businesses new to online trading. Pimcore is another excellent option because it combines PIM capabilities with ecommerce integrations.

Considerations for ecommerce platforms

If the time has come to review or improve your online trading presence, it’s worth first understanding exactly your market is. Having a clear understanding of overarching market types and audiences can help you get the right tool for your needs. You might discover you have more markets that you think! Some common market breakdowns include:

Mass market: which means aiming marketing efforts at the broadest customer base
Large segment: where marketing efforts are targeted to one large market segment
Adjacent segment: one large segment is identified as the primary target while aiming to penetrate related segments as well
Multi-segment: several customised strategies are developed to address multiple segments
Small segment: an approach focused on small market segments where there are likely to be fewer direct competitors
Niche segment: through which specific groups of customers are targeted

How to choose an ecommerce platform?

Deciding on an electronic trading platform can be challenging, especially if you are aiming for your online shop to grow, attract a new or substantial customer base and handle a high volume of orders. With a lot of orders can come a lot of work; unless your ecommerce platform is optimised and automated. You need the right tool for the job.

While many ecommerce platforms offer similar functionalities, a closer examination reveals several differences between them. When assessing your options, your strategy for the selection of an ecommerce platform might include the following steps:

<strong>Identifying needs and goals: by gathering input from your employees or customers, to understand their specific needs, pain points and desired features. Define the goals you want to achieve with the new software, such as improving collaboration, streamlining processes or enhancing efficiency.

<strong>Researching available options: once your unique needs are clear, research potential software tools available in the market. Look for tools that address your specific requirements, and consider factors like user reviews, expert opinions and case studies. Online software review sites like Australian Capterra can provide access to the comments and experiences of others.

<strong>Evaluating features and compatibility: comparing the features of your shortlisted software is the next step. Assess how well each tool aligns with your unique goals. Additionally, check if the software is compatible with existing systems and platforms to ensure a smooth integration.

<strong>Considering cost and budget: next, evaluate the pricing models of each software option, including subscription costs, licensing, and any additional fees for features or support. Ensure that the preferred tools fit within your budget while providing good value at the same time.

<strong>Testing and gathering feedback: before making a final decision, consider running a pilot program with a small team or a single department. This allows team members to test the software and provide feedback based on their experiences, ensuring it meets practical needs.

<strong>Reviewing security and compliance: these areas are often overlooked during the assessment of potential ecommerce solutions. Assess the security measures and compliance standards of the software, especially if sensitive data will be handled. This is essential to protect your organisation and maintain customer trust.

<strong>Make a decision and monitor performance: after considering all factors, make a decision on the best software tool for your team. Post-implementation, monitor its performance and collect feedback to evaluate if it meets the intended goals. Be open to making adjustments or exploring additional tools if necessary.

Questions to ask about an ecommerce platform

As you review and assess your shortlist of ecommerce platforms, ask these questions to get a better understanding about the potential of each.

What size is my product inventory now? – Ask this question because if you have a large product catalogue, you will need a more powerful and capable system.
How big will my product inventory become? – Even if your range of products is quite small now, if you want to scale and grow your businesses in the future, you should look for a tool that will enable this growth to happen.
What is my budget? – Always a critical consideration, your budget will, of course, be a factor in deciding your perfect ecommerce platform. Bear in mind that different providers are paid in different ways. You may be charged per system user. Some providers may request a minimum sign up period. You can find ecommerce providers who charge monthly, annually or with once-off set up fees. Open source solutions like Pimcore can save you a lot of money and can be adapted to suit your needs.
Who are my likely users and customers? – By understanding the preferences and habits of your customers, you can make effective decisions related to your ecommerce platform For example, if you are operating an online marketplace, you may rate mobile optimisation more highly than if your market is primarily B2B.
What support is offered by the platform provider? – If you are experimenting with a new ecommerce platform, you will want to understand how much support is offered by the provider, and if there is wide, connected and engaged community of users that you can connect with for troubleshooting, advice or guidance.
How customisable and flexible is the solution? – It makes sense to understand how much flexibility is contained in your potential solution, so that if you intend to do your own customisations, you know how much room the tool can provide.

What capabilities should an ecommerce platform have?

An effective ecommerce platform should work for both you and your customers. The tool you select should provide a seamless and engaging shopping experience for customers while enabling you to optimise your operations and drive growth. The capabilities to look out for include:

A user-friendly interface: designed to simplify the browsing and purchasing process for customers, enhancing overall usability and satisfaction.
Secure payment processing: which is essential to instil trust and confidence in customers, safeguarding their financial information and ensuring smooth transactions.
Robust inventory management functionalities: so that you can efficiently track stock levels, manage product availability, and prevent overselling.
Seamless order tracking features: to enable customers to monitor the status of their purchases, promoting transparency and trust in the fulfilment process.

New capabilities in ecommerce platforms

Digital tools are always evolving and improving, and there are several emergent capabilities and improved functionally to note in ecommerce platforms. Recent enhancements to ecommerce software include:

A high degree of mobile responsiveness: this is paramount in catering to the increasing number of customers who shop via mobile devices, ensuring a consistent and optimised experience across various screen sizes and devices.
The diversification and expansion of payment options: such as credit cards, digital wallets, and alternative payment methods, which caters to the preferences of a wide range of customers, fostering convenience and flexibility in the purchasing process.
Subscription management: meaning that customers can use your ecommerce store to manage subscription or repeat purchases without the need to visit your site. Effectively managing subscriptions is a great way to ensure regular income and predictable sales counts.
Comprehensive analytics and reporting functionalities: which provide businesses with valuable insights into customer behaviour, sales performance, and marketing effectiveness, empowering data-driven decision-making and continuous improvement around the whole enterprise.
Improved integration with social media platforms and other marketing tools: because this allows businesses to expand their reach, engage with customers, and drive sales through the most commonly used channels.

Choosing a platform with these newer capabilities will help you effectively meet the evolving needs of both businesses and customers, driving success and fostering long-term growth.

Ecommerce tools that improve customer experience

Choosing an ecommerce tool that enables great customer experiences will help you build your brand and create loyalty. The right ecommerce platform will help you effectively engage, interact and connect with your customers. Engagement through your online outlets will help your customers feel closer to your brand. Engagement activities driven by ecommerce platforms can include:

Creation of a compelling experience: well designed, easy to use websites do more than just display products
Enticing customers to stay in touch: offering incentives to customers who subscribe to receive emails or follow you on socials
Website enhancements: curating online experiences that encourage repeat visitation and exploration of your website
Sales support functionality: so you can follow up purchases with positive reinforcement, emails and calls
Social media integrations: content creation and sharing to encourage connections and conversions

The best ecommerce platforms for small business

Businesses that are just starting out in an online retail environment will be looking for a tool that helps them start small but scale effectively. Selecting an easy to use and affordable ecommerce platform can help small businesses enter the market with low risk. Customer engagement and support is even more critical for enterprise businesses in their early days.

Seek out a platform that helps you create effective customer experiences and engagement, to build a core group of customers who will be with you for the long haul. Other features to look for include low or no code website creation, minimal initial investment and capability for controlled scaling. You will not want to find yourself in the position of needing to change providers once you are established and seeing growth.

Pimcore as your ecommerce platform

Pimcore is a flexible, intuitive and high performing ecommerce tool which has everything you need to manage your position and profile in the competitive online environment. Pimcore provides several different types of tools into one efficient system, delivering the benefits of both product information management and customer experience.

With Pimcore as your ecommerce tool you can:

Drive sales through the creation of engaging websites
Offer translation services to open your market internationally
Offer personalised engagement and interactions
Connect with other trading websites such as Ebay, Etsy or Amazon

Pimcore is at the forefront of ecommerce platform technology. The Pimcore Digital Commerce Framework is the perfect tool for the creation of webstores and online outlets. It features a headless, API-first commerce framework driven by GraphQL, which effectively separates the frontend interface from the underlying business logic. This architecture provides an optimal foundation for developing exceptional online stores.

We have worked with many Australian companies who want to expand their online operations and put their products in front of more customers. As Pimcore Silver Partners, we are experienced in guiding new and emerging businesses through the development and deployment of their ecommerce store. Contact us to learn more about what Pimcore could do for you.