7 eCommerce Mistakes That Can Make Selling Online Hard

This post may contain affiliate links and I may receive a small commission if you make a purchase using these links – at no extra cost for you. Please read my disclaimer here.

Starting an eCommerce business is an exciting journey that can swiftly become a success with a highly functional website. An eCommerce website is the backbone of selling online, gaining customer trust, and being able to scale your revenue.

That said, merely owning a website is not enough; it is vital that your website is able to support sales and is optimized for SEO to gain online visibility. While working with the best eCommerce SEO company will ensure you are on the right track, many factors can still lower your eCommerce store’s potential to drive sales. 

Here are some mistakes that can dampen your growth:

1. Not being clear about who you are targeting 

The evolution of targeted marketing

Without developing a deep understanding of your target audience, you cannot make an offer that resonates with their needs. A feeble understanding of what your target customer is looking for will make it difficult for you to craft a compelling, action-oriented website copy and theme that goes with it. 

How to get it right?

  • Conduct thorough market research to understand who your target audience is, their demography, and their pain points. 

  • Understand the language your target audience will be comfortable relating to (for instance, if your brand sells skincare products, your copy will be more around what’s in the products and their combined benefits).

  • Create a customized marketing strategy that gives center stage to your potential customers at all times.

2. Using the wrong eCommerce platform

Every eCommerce platform differs in the features it offers and the industry they cater to. Opting for a platform that doesn’t align with your business goals and objectives can limit your website’s ability to generate sales and provide an impeccable user experience to your customers. 

Four common types of eCommerce platforms are:

  • Subscription-based platform: When the users have to pay a recurring fee (charged on a monthly or yearly basis)

  • Open-source eCommerce platforms platform: In such platforms, the code can be modified to any extent as desired. 

  • SaaS (software-as-a-service) based platform: It is an eCommerce software that is made available on a cloud-based system that can be accessed from various web browsers. 

  • Headless platform: Also referred to as API-first, the platform is a separate front-end experience from the back-end operations.

Factors to consider when choosing a platform:

  • The extent of payment security the platform can offer to ensure your customers make purchases without worrying about jeopardizing their payment details. 

  • The ease of integrations that come with the platform. Looking for platforms that can form a combination with other platforms or apps will always help your business expand. 

  • The scalability the platform offers and the extent of customizations you can add to the existing framework without hampering user experience. 

  • The budget you have and the features you are looking for. There’s a chance you may have to pay more as the features increase. 

  • The extent of customization the platform offers. 

3. Not focusing on your website’s copy 

The website copy is what makes your brand stand out and creates a smooth, effortless communication cycle with your customers. Poorly written content can make your brand come across as unprofessional and unserious. 


Paying close attention to avoid typos and misspellings and maintaining proper word choice will ensure your eCommerce store is able to convey its message effortlessly and develop trust. Be stringent with content pieces that go on your website, and make sure you reevaluate them on a regular basis. 

Quick tips for writing compelling website copy:

  • The kind of tone you want on the website (your brand voice).

  • Ensure your product descriptions help customers understand the product, easing the purchase cycle. 

  • Write content that is easy to understand and directs your potential customers about what they need to do on your website.

4. Not using a website architecture that can scale

When businesses scale, their website should be able to handle the growth to the best of their abilities. A rigid website with limited features and functions will not be able to grow with your needs. 

This makes it essential to create a website while keeping the bigger picture in perspective. Regardless of how your business grows, having a dependable and scalable website will ensure you can easily handle the challenges as they come.

Things to keep in mind while designing your website:

  • Identify what your user base will look for as time grows. This will help estimate future demand and how to keep your existing technology ready. 

  • Focus on continuously refining the website’s user experience and interface while reducing page load speed time and server load optimization. 

  • Stress test the website after every modification implementation. Through this, you can ascertain that your website will be able to withstand higher traffic influx and other activities during peak hours.

5. Not offering comprehensive customer service 

Excellent customer service is the key to ensuring your customers have someone whom they can speak to in case they need help. It helps retain customers and gives brands an opportunity to showcase their vision and mission in action.

Improve Customer Service

Be sure to invest in chatbots and automated query resolution systems and have a dedicated contact page on your website, allowing people to connect with you. Having an active social media presence will also make your brand more approachable, encouraging your customers to speak with you over forming false opinions.

Effective ways to deliver consistent customer service:

  • Customize the support experience you offer by treating your customer’s queries as conversations and adding a personal touch just as you would to an everyday conversation. 

  • Offer the convenience of self-service, as most customers prefer getting a solution before contacting a specialist. 

  • Go the extra mile to help your customers get the resolution they are looking for. Anticipating your customers' concerns will ensure you offer an all-around service. 

6. Using dull and unclear images 

In the case of eCommerce websites, product images play a crucial role in the decision-making process. Engaging and eye-catching images will give your customers a clear idea of what they plan to order. A poorly shot product image can raise unnecessary suspicion about your business, resulting in a negative brand reputation. 

Quick tips on taking amazing product imagery:

  • Select a camera that can capture clear images. If your phone has an excellent camera, consider using it. Newer smartphones come with highly advanced settings, and camera features that enable the taking of pictures.

  • Select lighting according to the product’s use. Using natural light during photography will yield the best results if the product is to be used outdoors. On the other hand, artificial lighting can be helpful in highlighting features of indoor products. Adhere to using only one type of lighting throughout the website. 

  • Experiment with different product positioning to identify which angles bring the best features of your product. Be sure to include props and product-specific backgrounds to enhance visual appearance. 

7. No advertising or marketing 

Online advertising and marketing are crucial for eCommerce businesses. It allows a company to place itself in positions where its target audience spends most of their time and is likely to see them. This will create brand awareness and encourage them to make a purchase whenever a need arises. 

Tried and tested ways to market an eCommerce business:

Consider SEO Optimization for Search Engine Ranking and Visibility
  • Create a persuasive and engaging email campaign that keeps your customers in the loop about what’s new, offers, and discounts. 

  • Optimize your website for search engines to boost your organic traffic and ranking on SERPs

  • Focus on creating campaigns that align with consumer needs and speak about the benefits and features of your products. 


Websites hold utmost importance for eCommerce businesses as they pave the way for a promising online presence, let them sell their products and services round the clock, and serve as a source of income. However, a poorly designed website can hamper this growth.

Be sure to pay close attention to the type of platform you are opting for the business, the scalability options you will have, and whether the platform will be able to offer an incredible experience to your customers.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}