Reasons why E-Commerce websites fail – Part 1

In this two-part article series, we will be looking at various factors that contribute to the failure of e-commerce websites and provide suggestions and ideas to avoid these failures.

E-commerce websites are a great way for companies to sell their products online to a wide variety of customers in various regions, however, many could be doing significantly better by improving on the following items.


Over 80% of online users trust reviews and ratings, it is a proven sales driver for many service providers and a majority of customers will want to see this before considering a purchase. Companies can improve their customer services as well as conversions. Adding this feature to your site offers great SEO benefits such as new content to the website, improved rankings and click through rates.


Customers get frustrated seeing the words “out of stock” on your e-commerce site, however, you can reduce their irritation by clearly displaying the out of stock information and notifying the user when the stock is available. Always make sure that the products displayed on your site are updated at all times to avoid disgruntled customers.


Customers want to purchase products from reliable and trusted online shops. Often they may not know the company whom they are buying from but having information available about the company, its background, mission, and vision go along way to ensure the company is credible and trustworthy and not some fly-by-night company.


A big way to increase conversions is the use of trust seals, this convinces customers that your site uses safe and secure processes to complete transactions and payments. It is important for your customers to feel safe when shopping online.


Users want to see what the product looks like before deciding to proceed with the purchase. Having bad imagery results in users typically not purchasing the product. The ultimate goal would be to have a set of images for each product so that users can view the product at different angles and get a real feel for the product.


These days many people are shopping online from mobile devices such as mobile phones and tablets. Having a responsive website is very important as it provides these users with the ability to browse your products, place orders and then make payment. Not having a responsive site could result in losing potential customers (and sales) who visit your site from their mobile device.


This concludes the end of the first article in this two-part series. Stay tuned to our BLOG for the final article.

If you are considering an e-commerce site for your company the please get in touch with us to discuss your requirements and we will help you.

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Having been established in 2005, in Cape Town, South Africa, Elemental is primarily focused on providing web development services and digital marketing campaigns.