Your retail shop Is open. So, what happens when tourist season closes? If you don’t sell online yet, try starting small with ecommerce and grow from there.
Ecommerce Basics for Northern Michigan Retail
Every summer, people wander into a northern Michigan shop, find something they love, and say, “I’ll come back for that.” Then vacation ends.
By the time they remember the handmade candle, cozy sweatshirt, or perfect little gift, they’re already three states away.
Marcie’s Weird Ecommerce Thought
Why should the relationship with your customers end at the shop door?
An online shop gives them a way to find you again.
It also gives local customers a way to buy from you when they just can’t get downtown.
If you run a retail business in a place where summer is busy and winter is quieter, this is worth thinking about.
Retail Websites for Selling Online
A good store website tells people where to find you, what makes your shop special, and when you’re open.
An online shop takes the next step: customers can browse actual products, see prices and details, and place an order when it works for them.
When creating a new online shop website, you don’t have to list every item on every shelf.
Start with products that photograph well, are easy to describe, and make sense to ship or offer for local pickup.
I recommend starting with selling your most popular items first. Think favorite gifts, local art, or things customers email you about after they left town.
Ecommerce Product Basics
Your online shop just needs the following for better sales potential:
- High quality clear product photos
- Detailed descriptions and specifications like size
- Accurate stock levels
- Secure checkout with a reputable credit card processor
- Shipping, pickup, and return information
- A timely plan for packing and fulfillment
Your foot traffic might have slowed, but that doesn’t mean your loyal customers stopped shopping.
Quite the opposite.
An online shop can help you stay connected with those people throughout the year.
That tourist who bought a gift in July might want another in December.
Your newsletter shows a new arrival in the shop and now you have lots of emails from people who want to buy it from home.
Don’t forget locals. They might order online and pick it up on the way home from work.
Marketing Your Online Shop
Your online shop will not magically turn January into July sales.
It takes some work to promote your shop.
But having your products available to purchase from your website also makes it easier to share a direct link.
Sure, “Message us if you want one” can work, but a detailed product page with an online order option is much easier for someone who is ready to buy.
What should you sort out before you start?
- Before you upload 300 products and hope for the best, answer a few practical questions:
What should I sell online first?
- Pick a manageable group of products that customers already love.
How will I fulfill orders when they come in?
- Decide what can ship, what can be picked up locally, and how often you can pack orders during your busy season.
How will stock stay accurate on my website?
- If an item sells in your physical store, your online inventory needs a reliable update process.
What will customers need to know?
- Details! Include sizes, dimensions, materials, care details, good photos, and plain-language policies.
How much will I actually earn on an order?
- You will need to account for packaging, shipping, payment fees, and your time. This will help you decide what products belong online.
All of your behind-the-scenes choices will make a difference in how much revenue you can earn with ecommerce.
Ecommerce software can manage products, inventory, and shipping options, but the settings you choose have to match the way you operate your business.
Hire a Professional Ecommerce Website Designer
Because, your online shop is more than a row of pretty product pictures with “buy now” buttons.
A web designer can help you plan a shop that makes sense for your customers and your workday:
- Categories people can understand
- Product pages that answer questions
- Checkout that feels straightforward on a phone
- Shipping or pickup choices you can actually manage.
The design of your website will feel like your store with your unique personality.
You need to get listed and found online, and those search engines need clear product organization and information.
Google Merchant Center provides ways for eligible product information, such as price and availability, to appear in shopping-related search experiences (note: visibility is never guaranteed).
Most of all, a pro should help you make sensible decisions before launch and teach you how to handle everyday tasks afterward. You should know:
- How to add products and photos
- How to update prices and create sales pricing
- Check an order and send Processing/Shipped email
The goal is to have an ecommerce shop you can – and will – use with ease.
A pro will help your take a new online shop off that “I’ll deal with it after summer” list.
Start Small with Ecommerce. Keep the Door Open.
Again, there’s no need to add every single product.
Your little northern Michigan shop doesn’t need to be a giant online warehouse.
Start with a thoughtful selection first.
Then, make buying easy and learn what customers ask for along the way.
Starting small is much more manageable for you and offers a better user experience.
And, even though your storefront may have seasonal hours, the connection you have with customers doesn’t have to be limited to seasons.
Remember that visitor who meant to come back for the candle? Give them a way to find it before they forget what it smelled like.
Creating a Buzz with Ecommerce – Marcie Wolf
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Which ecommerce platform do you use for client websites?
