Ecommerce merchandising

Ecommerce merchandising is a merchandising technique applied to ecommerce, which involves improving site ergonomics and product presentation.

Merchandising developed with the rise of self-service, aiming to arrange products optimally in the store to facilitate the customer’s act of purchase and increase sales at the point of sale.

More concretely, merchandising improves the way products are arranged in the store to draw the consumer’s eye to best-sellers or items with the highest margins. It also aims to stimulate additional sales.

Like traditional merchandising, ecommerce merchandising, used for both B2C and B2B businesses, aims to maximize sales and boost a website’s profitability. It’s also advantageous for companies using a click-and-mortar retail strategy.

However, customers don’t browse a website the same way they browse the shelves of a store. On the internet, visitors are totally on their own.

There are no physical elements or salespeople to guide them. They can’t touch the product. This is why ecommerce merchandising is so important.

Effective ecommerce merchandising considerably improves the conversion rate of an online store.

To sell more on the internet, ecommerce merchandising is based on several successive steps:

Organize your products: present them coherently and offer cross-selling opportunities. Whether in terms of category displays or pricing, your site as a whole must be adapted to consumer expectations.
Highlight your marketing offer: your site should stand out from the competition right from the homepage. The various elements must be displayed in a fluid manner. The page must offer sufficient information without overloading the consumer’s eye. Product pages must be well constructed. The site must be free of spelling mistakes.
Work on site ergonomics: the browsing experience must be optimal. Moving from one page to another on the site should seem logical, and visitors should be able to easily search and find what they’re looking for. There should be no technical glitches that could impede navigation, and your site’s cart functionality should be up to date.
Offer ancillary services: to further satisfy customers and meet their needs, don’t hesitate to add other external services, such as the use of a chatbot. This is an excellent sales lever.

The overall goal of ecommerce merchandising is always to reassure and convince the customer, while removing all the obstacles to online sales.

When developing your ecommerce site, ecommerce merchandising must be an integral part of your strategy. Make your customer’s buying journey and shopping experience as smooth as possible to increase your conversion rate and, at the same time, your sales.

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