eCommerce's Biggest Mistakes in France

eCommerce has been developing more and more over the years, with many companies relying on it to develop and improve their growth, their communication strategy, and their marketing in general. However, this tool is not always used properly, especially by start-ups, small businesses, and individual entrepreneurs. In our article we will focus on the main mistakes that small businesses and startups make in their eCommerce strategy in France.

The first mistake is what we will call the "in-between". Companies understand the potential of social networks to reach their target audience and communicate about their products, but they do not understand that social networks cannot be the core of the eCommerce strategy of a small company or an ambitious entrepreneur but must complement a well-designed website or mobile application. This is due to the fact that startups first seek to minimize costs and social networks like Facebook and its marketplace are the main choice and these companies do not make the effort to go further.

The other mistake that is made by startups in their eCommerce strategy is that many of these companies do not accompany their eCommerce strategy with a tailored marketing plan. Online Commerce is a jungle in which businesses cannot afford to just do the same thing as everyone else – just to showcase products with prices and descriptions. Unfortunately for most businesses, especially start-ups, that's what we see.

Finally, many companies do not take into account consumers' traditional brakes concerning online transactions, namely the fear that the product ordered is not the product delivered, the fear of not having recourse in case of litigation, the fear their personal information is used for other purposes. They do not focus enough on their communication efforts and after sales services on these issues.

We can say that all of these errors are mainly due to the fact that many people have not yet understood that eCommerce is a business in its own right and not an ancillary activity, and taking this parameter into account will gradually reduce these mistakes.