A Timely Pivot to E-Commerce

There is a graphic circling social media that demands we all come out on the other side of the coronavirus pandemic with a skill or side hustle, or else we’ve wasted the time given to us through quarantine and shelter-in-place orders.

I tend to take viral posts like this with a grain of salt; what productivity looks like to someone who is an entrepreneur versus someone with a job that is deemed essential or to someone who is childfree versus a person who is balancing homeschooling and full-time work expectations will be vastly different right now. However, in every bombastic and boastful post, there remains a grain of truth. Now is a good time to make purposeful changes about your company and expand into new and strategic offerings.

As a previous article mentioned, restaurants and retailers are shifting in their delivery to maintain contactless or organize as few touches as possible between packaging and the customer. Let’s zoom out a bit about pivoting to the online and digital space in a meaningful, long-term way.

I recently had a conversation with a successful retailer in New York who has three stores in the city. They’d done well offering boutique services through their brick and mortar storefronts up until the pandemic. When they looked at online sales, they lagged in-person numbers. Now with the shut down in the largest city in the nation, they realize that they’d missed a prime opportunity to have their online store primed for the pivot to online buying. Working from the back foot makes it harder to earn dollars that established boutiques that give equal, if not more, attention to e-commerce have already taken.

Revamp Site Content

If your site and app is already up, you’re one step in the right direction. Say you’ve put that decision off; now is the best time to create your e-commerce solution. Not only are people looking to support small business, you can also link with an independent site or app developer looking to continue building their portfolio.

If you have experience in building online and digital, you may be able take what you would spend with a developer and find a self-service product or platform to help you build.

For existing sites that haven’t been touched since launching, invest in updating your content, from product photos and descriptions to your brand story. It might be that the logo you chose years ago no longer fits with the business you run today. Work with a graphic designer to drop a new logo and hire a content specialist to give your company description the update it needs.

Apply SEO Best Practice

You are familiar with the concept of SEO, right? It (search engine optimization) is what brings your brand up to the top in Google, Bing and other search engines when people search for key words and phrases related to your products and services. If you can’t go viral, you definitely want to be on the first page of the top search results for the words and phrases that matter to you.

Data from Pinterest Survey

One of the more interesting ways that SEO is changing is directly related to the way we engage with search engines. Rarely do we go in search of “blue t-shirts” when shopping. Instead, we ask our browsers “what’s the t-shirt [insert Celebrity X] wore on Jimmy Kimmel?” The specificity of our searches means that alt-text and descriptive content has to be on point.

Notice also I said “we ask” our browsers, meaning we are using voice over typing to search. Voice search, as compared to text search, tends to have longer, more descriptive phrases. Voice search is also tied to heavy spending; by 2022, voice-based shopping will be at $40 billion.

While you may not learn how to DJ or crochet during this shift, it doesn’t mean you should be okay with idleness. Enhancing your online and digital platforms is a no-brainer that will help you maintain your brand’s presence and earn new customers while satisfying your current customers desire to buy online.


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