From brick-and-mortar to click-and-mortar: how e-commerce is transforming SMEs

May 3, 2023

From brick-and-mortar to click-and-mortar: how e-commerce is transforming SMEs

May 3, 2023

E-commerce has become an integral part of today’s digital economy, transforming the way businesses operate and reach customers. For small and medium-sized enterprises (SMEs), e-commerce offers a world of opportunities and can help them thrive in an increasingly competitive market. How to succeed? Spoiler alert: it includes more than having an optimised website!

The benefits of e-commerce are significant. It allows SMEs to reach new customers, and this can lead to increased revenue and growth opportunities. Additionally, e-commerce can help SMEs reduce costs by eliminating the need for a physical store and associated overhead expenses. However, transitioning to e-commerce is not without its challenges.

Change gear

One of the main challenges that SMEs face when transitioning to e-commerce, is the lack of technical expertise and resources to build and maintain an e-commerce platform. This can be a significant barrier, as building and managing an online store requires specialized skills and knowledge. Additionally, e-commerce requires a shift in mindset and a willingness to adapt to new technologies and marketing strategies. For SMEs that have operated primarily through brick-and-mortar stores, this can be a challenging transition.

Best practices in e-commerce

To successfully transition to e-commerce, SMEs must consider specific strategies and best practices. First and foremost, SMEs need to invest in building a professional, user-friendly website that is optimised for search engines. This includes offering easy-to-use navigation, providing high-quality product images and descriptions, and creating a seamless and secure checkout process. Social media can also be a powerful tool for SMEs, helping them reach and engage with customers through targeted advertising, customer service, and promotions.

Another key strategy is to leverage data analytics to track customer behaviour and preferences. This can help SMEs make data-driven decisions, such as defining which products to feature, how to price items, and which marketing channels to use. Offering personalised recommendations and reward programmes can also help build customer loyalty and drive repeat business.

In the spotlight:

Aveta from Armenia is a great example of an SME that experienced the benefits of e-commerce. By creating an online Shopify store and promoting their beauty products online, Aveta was able to expand their reach beyond the local market.

Within only six weeks, they managed to transform their previous website — a demonstration of careful planning and execution. Setting up a complete webshop involves, among other things, creating a compelling home page, having visually appealing product pictures, and an engaging “about us” page. To accomplish this, Aveta had to ensure that all necessary content was readily available, organised, and optimised for the website. This required a considerable amount of preparation and foresight, resulting in a website that was launched smoothly and with all the required elements.

Mock-up of Aveta's  e-commerce platform

Aveta’s mobile responsive e-commerce platform

Aveta’s successful transition to e-commerce provides valuable insights for other SMEs. One of the main takeaways is the significance of investing in technology, to succeed in the e-commerce landscape. Additionally, having firm planning and creating a captivating customer experience through the use of videos, pictures, and testimonials is crucial for success.

Are you ready for e-commerce success too?

E-commerce is an important tactic to consider for SMEs looking to grow and flourish in today’s digital economy. While transitioning to e-commerce can be challenging, the benefits are significant, including expanded reach and increased revenue. By investing in the right strategies, SMEs can successfully transition to e-commerce and thrive in a competitive market. The world continues to shift towards a digital economy, so make sure to embrace e-commerce and other digital technologies to stay competitive and achieve long-term success.


Do you want to shift to e-commerce and are you in search of training and consulting services to learn the necessary skills and gain knowledge about online marketing strategies? Let us help you!

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