Le guide de l’e-commerce pour les débutants
Il y aurait 182 000 sites ecommerce actifs selon les chiffres de la Fevad. La concurrence est rude, vous n’avez pas le droit à l’erreur, il faut faire les bons choix dès le départ. Plusieurs solutions s’offrent à vous pour développer votre site ecommerce. Selon la complexité de votre projet et le budget / temps à votre disposition, vous pouvez faire appel à une agence qui utilisera généralement un CMS opensource comme Prestashop ou Magento, ou bien décider de construire votre site vous même avec une solution « clé en main » et hébergée comme Shopify ou Oxatis. Quel que soit le type de solution choisi, le plus important est de connaitre les bonnes pratiques en ecommerce et d’avoir une bonne méthodologie de travail.
La réalisation d’un projet ecommerce passe par différentes phases : cahier des charges, choix du CMS et des outils, construction du catalogue produit, suivi du développement et enfin optimisation SEO et préparation du lancement. Nous vous proposons ici un guide complet pour tous ceux qui se lancent dans l’aventure ecommerce. Quelques heures de lectures suffisent pour faire le tour du sujet, et devenir un entrepreneur ecommerce averti.
1. Préparation et cadrage du projet ecommerce
Avant de se lancer tête baissée dans la réalisation d’un site ecommerce, un tel projet nécessite une première phase de préparation et de cadrage. A moins d’être expert sur le sujet, établir un cahier des charges est indispensable et il faut également être à même de se projeter afin d’anticiper les coûts engendrés par le projet.
3. Développement du site ecommerce
Chaque CMS a sa propre logique, son vocabulaire et ses petites techniques. Même si vous confiez la réalisation du site web à un prestataire, on vous recommande clairement de prendre le temps de lire un tutoriel complet sur la solution choisie pour prendre en main plus rapidement le back office. Cela vous sera très utile aussi pour faire la différence entre les modifications simples à réaliser depuis le back office, et celles qui supposent une intervention dans le code.
6. Promotion & marketing
Avoir un joli site, c’est bien, mais avoir un site joli ET qui convertit, c’est mieux. Dans cette catégorie, nous aborderons l’aspect marketing de votre projet. Les problématiques liées à la conversion ainsi, à la visibilité ainsi qu’au suivi de la performance sont nombreuses et parfois assez complexes.
Site e-commerce — Les derniers articles
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Choisir la solution de paiement de son site ecommerce
Quelle solution de paiement choisir pour mon site e-commerce ? C’est une question importante car après tout, le but d’un site e-commerce, c’est de vendre. Si vous êtes en train de développer un site marchand ou que vous envisagez d’opter pour une meilleure solution de paiement, ce guide est fait pour vous. Nous allons vous […]
Le guide complet pour faire de la publicité sur Amazon
Tout le monde connaît Amazon. Mais est-ce que vous saviez que 41% des internautes faisaient leurs recherches de produits directement dans Amazon – sous-entendu : sans passer par Google ? Dans le e-commerce, Amazon est le premier moteur de recherches, devant Google. D’où l’intérêt de faire de la publicité dans Amazon. Il n’y a pas […]
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No matter what you sell, you need secure and scalable e-commerce solutions that meet the demands of both your customers and business. Engage customers through customized products and offers, process transactions quickly and securely, and focus on fulfillment and customer service.
«To be one of the best e-commerce destinations in the US, we will have to handle millions of customers, placing tens of thousands of orders a day. That requires a top-class e-commerce system built on a flexible, open cloud platform. This is exactly what we got with Azure.»
Mike Hanrahan, CTO, Jet.com
Give customers what they want—and drive sales
Before you can sell it, people must want to buy it. Our e-commerce platform lets you analyze site traffic and browse-to-buy conversion rates to define special offers and new products based on customer behavior. Create personalized shopping experiences with targeted content and offers, and increase satisfaction through ongoing engagement—before, after, and at the point of sale.
Transact more sales, more often, more securely
More customers mean more transactions. Make sure you’re ready to handle every transaction smoothly by designing an e-commerce purchasing experience that’s simple to navigate. Then, deploy it to a secured and compliant e-commerce platform.
Alyce Cucurullo, President
Have the capacity to meet customer demand
You need an e-commerce solution that adapts to the size and seasonality of your business. When demand for your products or services takes off—predictably or unpredictably—be prepared to handle more customers and more transactions automatically. Plus, take advantage of cloud economics by paying only for the capacity you use.
Mike Hanrahan, CTO
Optimize every point in your supply chain
Driving sales isn’t the only way to increase your bottom line. Save money by streamlining your supply chain, reducing support costs, and increasing satisfaction with your suppliers and sellers through online self-service portals. Improve inventory management and reduce shipping costs using order information and historical customer data.
Phillip R. Kennedy, Director of Information Technology
Focus on driving sales, not managing IT infrastructure
Your core business is selling. Not IT. Take advantage of pre-built services in the cloud to create an e-commerce solution that enhances your sales performance and leaves the infrastructure management to your cloud provider.
What is e-Commerce? What are e-Commerce Websites?
Table of Contents
E-Commerce Website Definition
Trade, be it barter exchange or buying and selling of goods and services has been prevalent for centuries. No one can be self-sufficient. And this brings out the need for demand and supply of goods and services. Transactions have been going on all over the world for centuries, locally, and across locations. Keeping the same concept in mind, now think electronic.
What is e-Commerce?
e-Commerce, also known as e-Business, or electronic business, is simply the sale and purchase of services and goods over an electronic medium, like the Internet. It also involves electronically transferring data and funds between two or more parties. Simply put, it is online shopping as we commonly know it.
e-Commerce started way back in the 1960s when organizations began to use Electronic Data Interchange (EDI) to transfer documents of their business back and forth. The 1990s saw the emergence of online shopping businesses, which is quite a phenomenon today. It has become so convenient and easy, that anyone can shop for anything right from a living room, with just a few clicks. This has evolved more with the emergence of smartphones, where now, you can shop from anywhere and anytime, with a wireless device connected to the Internet. Now you can search for almost any product or service online, without having to go anywhere physically.
What is an eCommerce website?
eCommerce websites are online portals that facilitate online transactions of goods and services through means of the transfer of information and funds over the Internet. In the early days, e-Commerce was done partially through emails and phone calls. Now, with a single website, anything and everything that a transaction needs, can be executed online.
There are different e-Commerce websites for every field. The most common type is retail selling, but there are many others too, like auction websites, business-to-business services, music portals, consultancy websites, finance management websites, and the like.
What is Mobile Commerce?
Mobile Commerce simply means buying and selling of goods, done by customers using their mobile devices.
With mobile devices taking over the planet, quite literally everyone uses their mobile devices more often than their laptops or desktops – to browse the internet. There has been a huge increase in transactions done via mobile devices in the last few years – so the benefits of mobile commerce are significant.
Different Types of eCommerce Websites
Different e-commerce websites are labeled or referred to differently, based on the function they fulfill.
- Business-to-Business (B2B): Electronic transactions of goods and services between companies.
- Business-to-Consumer (B2C): Electronic transactions of goods and services between companies and consumers.
- Consumer-to-Consumer (C2C): Electronic transactions of goods and services between consumers, mostly through a third party.
- Consumer-to-Business (C2B): Electronic transactions of goods and services where individuals offer products or services to companies.
- Business-to-Administration (B2A): Electronic transactions of goods and services between companies and public administrations.
- Consumer-to-Administration (C2A): Electronic transactions of goods and services between individuals and public administrations.
Importance of e-Commerce
With the use of mobile devices and laptops increasing every day, there are a lot of advantages of e-commerce like –
- Global market reach
- A global choice for consumers
- Short product/service distribution chain
- Lesser costs and pricing
Disadvantages of e-Commerce
And there are some risks too with e-commerce
- Fraud and online insecurity
- Data privacy issues
- No testing or checking of services or goods
- Dependence on electronic technologies
What Makes a Good e-Commerce Website?
If you are looking to start and e-Commerce website, there are a few things that you need to understand and keep in mind to be successful in the game. Make no mistake, there are many online shopping websites out there, and the top few are such great brands that they control most of the market share.
Top e-commerce websites
These are some of the most popular examples of e-commerce websites across the world (in no particular order) –
How to promote my e-commerce website?
Now, this does not mean other players don’t stand a chance. If you have a small business, you can concentrate on your location, like city or state. You could also specialize in a particular line of products that sets you apart. Whatever the reason, you need to keep these pointers in mind to run your online store efficiently and successfully.
First, your website should have a neat, clutter-free, and user-friendly interface. Users should be able to find whatever they are looking for easily, be it pricing, images, carts, copy, etc. Your website loading time should be less. The images and a copy of your products or services should be professional. Product photography is completely crucial to e-commerce success. If you have many photos, address a background removal service and ask them to place your products on a white background, add natural shadows, reflections or crop it to the proper size. People love to see what they are getting, and what they see is what makes them decide. If possible, include videos for important products.
As far as possible, if you are selling a product(s), do not charge for shipping, because, in most cases, that is a deal breaker. Always display the number of items in stock. You do not want to keep your customers guessing, or disappointed. Regularly conduct limited time deals, sales, and special offers. These things have attracted people before, and will always continue to do so. Recommend related products when a purchase has been made. A bundle offer is great and should turn out to be cheaper than buying different products separately.
How do I track the success of my e-commerce website?
Make sure you’ve got accounting software that works with your particular site.
There’s an ongoing debate between Xero vs Quickbooks or another alternative. The best way to figure out which accounting app will work best for you is to sign up for a trial and see which one fits your needs; you’ll also want to look for integrations with other apps that form essential parts of your e-commerce setup.
What important metrics should I measure on my e-commerce website?
Now that we’ve talked about what makes a good e-commerce website, how do you measure growth?
Are you performing well? What should be the key metrics you should be tracking?
Some of the metrics that most people track are:
- Product Sales
- Category Performance
- E-commerce Orders
- Average Order Value
- Bounce Rate
- Average Time on Page
But even in these metrics, what do you think is the best metric to track growth? Something with which you can definitely say, “my store is growing?”
Sales data, right?
It is the conversions – how many people visited your website versus how many people actually bought from you – that defines your growth.
If you have a high conversion rate, you’re selling more and in turn making more profit.
There are many tools with which you can track conversion rate, for example, Google Analytics, HubSpot, Lucky Orange and HumCommerce .
In addition to tracking conversion, you should understand what your visitors want from you.
What are they looking for when they come to your e-commerce store?
Are they losing interest on a particular section or a page?
To track and analyze visitor behavior, you’ll need to use tools like Lucky Orange, Inspectlet or HumCommerce analytics tool .
Make sure you are in control of your analytics and know exactly what is working, and what is not. Demographics also play an important part as far as target consumers are concerned. You want to display the right things to the right people. An FAQ section is necessary to answer all common queries that may arise. Do not leave any room for doubt, as that breaks a sale even before it is done. Your contact information should be clear, complete, and up-to-date. Trust plays a very important role in online shopping.
Have multiple payment options available. Every individual customer has his preferences. Make sure you cater to everyone. You return policy should be properly in place and one that suits your customers. Most people decide on buying after looking at the return policy of an e-Commerce website.
Make sure you design your checkout page properly too – that is the final hurdle or step in the entire purchase workflow – and is often underestimated. Haven’t you yourself added products to the cart but stopped short of actually completing the purchase? Yes? So make sure you pay attention and read up about how to design a checkout page carefully.
Last but not the least! Post a lot of reviews and testimonials on your website. People love to read other customers’ experiences before becoming a customer themselves. Post a few negative ones too. This section should not look all made up to suit your business. If you are thinking of setting up your online store on WordPress, then search free or premium e-Commerce WordPress themes which allow you to customize your website for various elements like display latest products, best sellers, highlight products, showcase testimonials, etc. Or simply design one for yourself using a free e-commerce UI kit.
While you are managing an eCommerce website there are mountains of task to manage. You could be hassle-free if you hire eCommerce Virtual Assistants.
A virtual eCommerce assistant could do verities of works such as Product research. Product description writing. Image editing. Product listing and optimization. Managing inventory. Handling order processing.
e-Commerce has made the world a much smaller place, thanks to the Internet. It is convenient, fast, and easy. The number of people turning to e-Shopping is only going to rise as time goes by. So make your business go online, choose a good e-commerce WordPress theme and set up a clutter-free and easy to use e-Commerce website, and see your sales and profits rise.
Pooja loves all things WordPress and thoroughly enjoys coming to work every day. Her team loves her too, though she suspects it is a little to do with the fact that she cooks and bakes yummy goodies for them often.
Thanks for great idea explanation about e-commerce!
i define e-commerce like this: Transacting or facilitating business on the Internet is called eCommerce.Buying and selling good on the internet is a very common example of eCommerce.
Again thanks for sharing this helpful article!
Hey Pooja Thanks for sharing great article on ecommerce.
Just a definition of ecommerce is not enough. The word ecommerce has changed in many ways in recent years and whole thesis can be written on it.
As you mentioned perfectly, making good ecommerce is now more important than having just online store.
I am very interested in B2B eCommerce. Your definition is very elaborate. We are a photo editing company and most of our clients are B2B based. Thanks for your efforts on the proper eCommerce definition.
Accidentally I landed on your website. As you mentioned in the article eCommerce comes with diverse challenges and opportunities. Most often the challenges are quite extreme that small B2C eCommerce companies will not be able to compete with the international brands.
The consumers affinity towards freebies and discounts are extreme. They fall for high volume discounted sales. Where as a startup with limited budget needs to strive a lot, to identify their KPI and to differentiate their USP.
Great article, I especially liked the “What Makes a Good e-Commerce Website?” section. However, like the comment above me mentioned, it can be hard compete with the big brands. With that said, one of the thing people can do is do niche specific stores.
Most of us are aware that being the next Amazon, eBay or even Etsy is nearly impossible. But niche sites are wide open and they seem to resonant with people. For example I’m in the process of starting an all cat store 🙂
Big Thanks. Its really Going to help me for my project on E-commerce and its details. Thanks Again
Now a Days Without E-Commerce Concept we can not get leads to our business.Big Companies are always interested in B2B eCommerce companies.Really Great Article Post,it will really help me to run out my business.
Hey Pooja Thanks for sharing great article on ecommerce. *Thanks Again*
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- Products Home
- Point of Sale
- Commerce Marketing
- Order Management
- Product Content Management
- Ecommerce Home
- B2C Ecommerce
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- Partners Home
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- Digital Agency Partners
Next Generation Commerce
NetSuite SuiteCommerce was built with the idea that ecommerce is no longer a stand-alone channel but a core business component. SuiteCommerce enables businesses to move from siloed online, in-store and phone shopping channels to an integrated commerce solution that seamlessly connects ecommerce and in-store POS to order management, inventory, merchandising, marketing, financials and customer service.
Single Commerce Platform
SuiteCommerce enables businesses to seamlessly connect every step of a multi-channel, multi-location business — from ecommerce, POS and order management to merchandising, marketing, inventory, financials and customer service.
Our Product Family
Support the needs of both B2C and B2B ecommerce from a single platform. Unlimited flexibility enables B2C sites to deliver the engaging and personalized experiences consumers expect, while B2B sites can offer a rich B2C-like customer experience with added functionality to support the unique requirements of business users.
Point of Sale
Unify the online and in-store experience to satisfy omnichannel customer demand and exceed buyer expectations. Better leverage your biggest assets – your in-store associates – by empowering them with the tools and information to assist and engage shoppers.
Focused on commerce marketing, the Bronto Marketing Platform is powerful, feature-rich and easy-to-use. Bronto enables the delivery of timely, relevant, data-driven digital marketing that fuels engagement throughout the customer lifecycle.
Manage orders from multiple channels — in-store, web, call center, mobile, kiosk—all in one place. And, enable a buy anywhere, fulfill anywhere experience with real-time inventory visibility across all locations, including stores. Process orders faster, have more satisfied customers and lower operational costs.
Product Content Management
Consolidate and manage all structured and unstructured product information and attributes across all channels in one location. Leveraging product content consistently across multiple channels provides an improved cross-channel user experience, giving customers one view of your company and reducing the costs of managing content.
Bring siloed sources of customer data into a single repository to get one complete view of the customer across all channels and touchpoints. Capture all preferences, interactions and transactions to create rich customer profiles that will help to provide consistent customer service as well as support personalized marketing, merchandising and targeted promotions across all channels.
From consulting, development, implementation, optimization services and training programs, NetSuite is here to help you maximize the power of SuiteCommerce.
Since 2006, we’ve been helping entrepreneurs just like you realize their goal of selling online. Whether you’re hoping to sell digital downloads, physical inventory, or subscriptions and memberships – with WP eCommerce, you’re only minutes away from your next sale.
- Make the plugin your own with CSS and HTML customizations
- Learn quickly with our video tutorials
- Integration with dozens of different payment gateways
- Integrate with many popular WordPress plugins
- Use built-in marketing tools to sell more
- Shipping is easy with built in shipping tools and integration with popular couriers
- Secure check-out with SSL
- Manage your orders and catalogues with powerful built-in tools
- Extend your eCommerce site with additional modules
- Integrate with WordPress multisite
- With hundreds of available hooks, developers can make WP eCommerce do anything you can imagine
- Products list in WordPress backend
- Edit Product screen
- Single product page
- Checkout page
- Upload the folder ‘wp-e-commerce’ to the ‘/wp-content/plugins/’ directory
- Activate the plugin through the ‘Plugins’ menu in WordPress
Before updating please make a backup of your existing files and database. Just in case.
After upgrading from earlier versions look for link “Update Store”. This will update your database structure to work with new version.
Before updating please make a backup of your existing files and database. Just in case.
After upgrading from earlier versions look for link “Update Store”. This will update your database structure to work with new version.
How do I customize WP eCommerce
First of all, you should check out the Presentation settings which are in the Settings -> Store page.
For advanced users, all of our eCommerce templates and CSS can be moved into your active theme folder for customization. Less advanced users have several fantastic WP eCommerce consultants to get help from.
What payment gateways does WP eCommerce integrate with?
Our Gold Cart plugin contains nearly a dozen payment gateway options, including Authorize.net, LinkPoint and DPS. Our Mirijeh integration plugin provides access to nearly one hundred different gateway options. Beyond that, we have individual integration plugins for Braintree, Stripe, Authorize.net SIM and more.
I want to integrate a payment gateway that you don’t support. Can you help with that?
Absolutely! We have a growing list of trusted consultants who would be happy to partner with you to build a custom gateway. Alternatively, you’re more than welcome to request that we build it as a plugin or part of our core plugin. The more requests we get, the more likely we are to build it. If you happen to be a talented developer, we have a great documentation site with helpful information on building payment gateways
Which couriers does the plugin integrate with?
We have table rate, weight rate and flat rate shipping calculators.
We also currently integrate with UPS, USPS, Australia Post and Shipwire for real-time shipping rates. We have a premium plugin for FedEx as well.
Which multi-lingual plugins is WP eCommerce compatible with?
We currently provide basic support for WPML and qTranslate. We’re excited about an up-and-coming multi-lingual project called Babble. We intend to fully and canonically support Babble as our primary multi-lingual partner in releases to come.
Which additional modules are available for use with WP eCommerce?
- Gold Cart – adds more options, gateways and functionality to your store
- MP3 Audio Player – Preview audio clips on your website
- Members Plugin – Integrates with PayPal Standard and Authorize.Net, allows you to create a Subscription-Based Product, as well as a “Members-Only” website with paid access to restricted content.
How do you provide support?
Each Addon comes with a license key that you can use to receive high-touch, 1-on-1 support from our trained support staff for any issues related to the addon in question. If you submit a support request here, you’ll get a helpful response within 24 hours or less (during business hours).
You can also receive premium support for general WP eCommerce issue if you purchase and have a valid Premium Support subscription (https://wpecommerce.org/premium-support-pricing/)
For the rest of our users, we do our best to monitor the WordPress.org support forums and respond in as timely a manner as we are able. We appreciate the countless helpful volunteers who also take time to respond to forum posts here.
Premiums Support is NOT premium, training videos don’t exist
I paid for Premiums Support over a week ago and to date have not heard from them or received any support at all.
Feels like a scam.
Can anybody tell me if they are actually still doing anything?
How do I get my money back because clearly they have not provided what was purchased.
What is the point in having a link to non-existing ‘training videos’?
On the Details page you have:
Learn quickly with our video tutorials
Click on the ‘video tutorials’ link and you get a ‘Page Not Found’ error.
No documentation, no support, no clear code
First of all, the code is not documented AT ALL! and they code in a way which is impossible to be understood without documentation.
Second, no documentation is online on their website, they don’t reply to emails and none of the issues related to this plugin on github or on wordpress.org are solved, they have not even tried to solved them. So I assume there is no support team.
Everyone, use WooCommerce, I haven’t tried it yet, but it’s definitely better supported.
To be honest, I am disappointed I can’t give them 0 stars instead of 1.
Help, Braintree requires xmlwriter error
I’m getting the below errors after installing your plugin. My site goes completely down when the plugin is activated.
-Wordpress Version: 4.9.8
-PHP Version: PHP7.0
-xmlwriter is installed
-OS Ubuntu 16.04
Fatal error: Uncaught Braintree\Exception: The Braintree library requires the xmlwriter extension. in /var/www/wordpress/alphanode.online/public_html/wp-content/plugins/wp-e-commerce/wpsc-components/merchant-core-v3/libraries/pp-braintree/sdk/lib/Braintree.php:18
WPEC_Braintree_Hel in /var/www/wordpress/alphanode.online/public_html/wp-content/plugins/wp-e-commerce/wpsc-components/merchant-core-v3/libraries/pp-braintree/sdk/lib/Braintree.php on line 18
Just first time I have to set up a WordPress payment, and this Plugin just made it extremely easy. I’ve just had an issue from my server and the IPN, that was filtered and blocked. The amazing support service of this plugin spot the problem and now i can use it without any problem.
A big Up for Mihai and WP eCommerce!
Can’t Activate plugin
i cant event activate it, it always show connections reset, i thought it first come from my connection, but i can install other plugins without any problem.
I’m not new to WordPress. I expect to spend a little time trying to have to figure out a new plugin or product. That said, I was hoping this would offer a simple but powerful eCommerce solution that requires a unique product setup on my site. First of all, there is absolutely no documentation that explains how to actually make it usable. Where’s the cart? How do I add a checkout to the menus? The documentation makes no attempt to help. Their “installation” page is 1 paragraph, and it tells me basically how to install a WordPress plugin. Duh. I need to know how to setup your product. How to effectively add a product, how to get it to show up in one of my pages, how to get to the cart, how to get to the checkout.. There’s just nothing that goes over ANY of this basic but critical information. Furthermore, their own site where they have documentation, is so riddled with dead links and dead images, and dead video links, I strongly wonder if the product is even still in development.
Also, I was optimistically going to plop down $99 or so for a premium add on but after this horrible experience I think I’ll pass.
Contributors & Developers
“WP eCommerce” is open source software. The following people have contributed to this plugin.
“WP eCommerce” has been translated into 4 locales. Thank you to the translators for their contributions.