Getting started in eCommerce has never been easier. With the right tools and a good strategy, you can get started quickly and sell your products online. However, many retailers make typical mistakes in the initial phase that prove to be costly later on. Whether it’s an unclear target group, a lack of automation or a poor shipping strategy – small omissions can lead to customers bouncing or the store not developing as much reach as desired. To prevent this from happening to you, we will show you the most common pitfalls when starting an online store – and give you tips on how to avoid them.
1. unclear target group - who is your store for?
Many retailers start out without knowing exactly who their target group is. They offer products “for everyone” without focusing on a specific customer group. The problem? If you want to appeal to everyone, you end up appealing to no one.
Why a clear target group is important
Your target group not only determines which products you offer, but also how you present them and where you sell them. For example, a store for high-quality outdoor equipment should advertise its products differently to a store for affordable everyday fashion. If you don’t know your customers, there is a risk that you will miss the market – or get lost in too much competition.
How to define your target group correctly
- Create a buyer persona: Think about who your ideal customers are. What age group are they? Where do they live? What needs do they have?
- Carry out a competitive analysis: Take a look at successful stores in your niche. Which customers do they appeal to? How do they position themselves?
- Analyze buying behavior: Do you sell to impulse buyers or to customers who spend a long time researching? Are your products often given as gifts or are they for personal use? Try to understand the purchase path of your target group as precisely as possible and adapt your processes accordingly.
Practical example: Why specialization helps
Imagine you want to open an online store for bicycle accessories. Instead of simply offering “everything for bicycles”, you could focus on a specific target group:
– High-quality accessories for road bike enthusiasts
– Practical solutions for everyday cycling in the city
– Sustainable products for environmentally conscious cyclists
The clearer your positioning is, the easier it will be for you to find the right customers – and set yourself apart from the competition.
Tip: Specialization not only helps your ideal customers to find your store easily, but also the search engine. From an SEO perspective, it also makes more strategic sense to specify the listing in detail in order to land as high up as possible in the search results list for the right keyword. You can find more valuable SEO tips for e-commerce businesses in our four-part SEO blog series:
Part 1: Information architecture in the online store
Part 2: Content – preparing content optimally
Part 3: Technical SEO to improve performance
Part 4: Artificial intelligence – SEO application areas
First test, then scale
If you are unsure which target group is best suited to your shop, first test your products on marketplaces such as Amazon, eBay or Kaufland Global Marketplace. Based on the sales figures and customer reviews, you can see which products are particularly popular – and which are less popular.
With JTL-eazyAuction you can sell your items directly from JTL-Wawi on over 20 marketplaces and gain important insights into your target group.
2. missing or poor product descriptions
No matter how good your products are, if the descriptions are not convincing, you will sell less. A common mistake in eCommerce is either not writing product texts at all or simply copying the manufacturer’s description. However, standard texts are often impersonal, not optimized and help neither your conversion rate nor your ranking in search engines.
Missing or unclear information often leads to customers jumping ship or switching to competitors who present your products better.
How to write product texts that sell
Describes the benefits, not just the properties
Instead of writing “Backpack, 20L, waterproof”, you could say:
“Whether for hiking or everyday use – this waterproof backpack reliably protects your equipment from the rain. With a capacity of 20 liters, it offers space for all your essentials – from laptop to provisions.”
Clear, understandable, structured
Use paragraphs, bullit points and short sentences so that your customers can quickly find their way around.
Good example of a structure:
- Material & processing
- Special functions
- Who is the product suitable for?
- Technical details
Don't forget SEO
Find out which terms your customers enter in search engines and integrate them into the text in a meaningful way. Instead of just writing “running shoes”, a description could read:
“These breathable running shoes for men and women are ideal for long distances and their non-slip soles ensure optimum grip on any surface.”
Tip: Use centralized product data management
Many retailers manage their product descriptions manually, which quickly becomes confusing as the product range grows. With a central solution such as JTL-Wawi, you can manage your product data centrally and automatically transfer optimized texts to your shop and marketplaces such as Amazon or eBay.
3. missing or complicated payment options
Your customers have decided on a product, put it in the shopping cart – and then abandon it in the last step? A common reason for this: inadequate or complicated payment options. If your customers can’t pay using their preferred method or the payment process is too complicated, they will quickly lose patience and buy from the competition.
Modern payment solutions such as PayPal or Mollie enable fast and uncomplicated processing and at the same time offer a variety of payment methods – from credit cards to SEPA direct debit to digital wallets.
Why a good selection of payment methods is so important
- Customers abandon fewer orders – A study by Baymard shows that around 13 percent of abandoned purchases are due to the lack of a preferred payment method.
- You reach more target groups – While younger customers often pay via PayPal or Google Pay, many older shoppers still prefer the classic purchase on account.
- Marketplace habits influence expectations – shoppers who are used to quick and easy payment from Amazon & Co. also expect the same from smaller stores.
Which payment methods should online stores offer?
There is no one perfect payment method – it’s all about the right mix. The most important options you should offer:
- PayPal & digital wallets (Apple Pay, Google Pay): Fast, mobile-friendly, popular with younger customers
- Credit card: Visa and Mastercard are the most widely used worldwide, while American Express and Diners Club are less commonly accepted. Choose options here that suit your customers’ shopping habits.
- Pay by invoice: Particularly important in Germany, as many customers only want to pay after receiving the goods
- SEPA direct debit: Convenient for recurring payments, e.g. subscriptions or memberships
- Sofortüberweisung & Giropay: Direct transfers for customers without a credit card
- Payment by installments & financing: Helps to convince customers with high-priced products
Tip: Analyze which payment methods are used most frequently by your customers and prioritize them in your checkout.
4. unclear shipping strategy & hidden costs
A customer has clicked through your store, selected products and is ready to buy – but then they see the shipping costs and abandon the purchase. At 48%(Baymard study), high or unexpected shipping costs are by far the most common reason for abandoned purchases in eCommerce.
Why a well thought-out shipping strategy is crucial:
- Fewer abandonedpurchases: Customers love transparency. If they already know in the shopping cart what shipping costs they will have to pay, they are more likely to complete the purchase
- More trust: Stores with clear and fair shipping conditions are perceived as more reputable.
- Good customer loyalty: Flexible shipping options and fast delivery increase customer satisfaction and ensure repeat purchases.
Common shipping mistakes - and how to avoid them
- Surprising shipping costs in the checkout – Communicates the shipping costs clearly and early on – e.g. directly on the product page or in the shopping cart.
- No free shipping above a certain order value – Many customers add extra items to their shopping cart to reach the free shipping limit. Consider whether a threshold value is worthwhile for you.
- Too few shipping options – Bidder your customers different shipping methods, e.g. Standard Shipping for cost-conscious buyers, Express Shipping for urgent orders, sustainable shipping options for environmentally conscious customers.
- No trackingoption– customers want to know when their order arrives. A tracking link by email or in the customer account creates transparency and reduces queries.
Tip: Automate & optimize shipping – With JTL-Shipping, you can design your shipping processes efficiently and manage various shipping service providers centrally. This saves you time and ensures reliable processing – regardless of whether you work with DHL, GLS, DPD or other providers.
5. no focus on existing customers - only new customers in view
Many online retailers focus all their marketing efforts on acquiring new customers. However, one of the most important sources of revenue is often overlooked: Existing customers. Acquiring new customers is much more expensive than retaining existing customers. Those who ignore their existing customers are wasting enormous potential – because satisfied customers not only buy more frequently, but often also have a higher shopping cart value than first-time buyers.
Why existing customers are so valuable
- Higher repurchase rate – Customers who have already had a positive experience with your store are more likely to order again.
- Lower marketing costs – you don’t have to invest high advertising budgets to persuade existing customers to buy.
- Word of mouth – Satisfied customers recommend you to others and thus ensure organic growth.
How to retain your existing customers in the long term
1. use email marketing in a targeted manner
You can use personalized emails to bring former customers back to your store. Some proven strategies:
- Repurchase reminders: “Your favorite product is back in stock!”
- Exclusive discounts for regular customers: “Thank you for your loyalty – here is your 10% voucher!”
- Personalized product recommendations: Suggest suitable items based on past purchases.
Tip: You can easily set up and control such campaigns with an automated newsletter system. You can find numerous suitable plugins and extensions for email marketing for JTL-Shop 5 in the JTL-Extension Store. This allows you to set up targeted campaigns for existing customers. Automated processes help you to address the right customers at the right time with relevant listings.
2. introduce a loyalty program
Reward customers who regularly shop with you with a points or discount program. The more they buy, the more they benefit. For example, every purchase could earn you points that can be redeemed later. Or you could create exclusive listings for customers who have ordered over a certain amount.
3. retain existing customers through first-class service
Your existing customers are your most important asset – treat them accordingly!
- Fast delivery times & transparent communication ensure trust.
- A simple returns process makes shopping risk-free.
- High-quality support ensures that customers are happy to come back.
Tip: With the all-in-one customer service solution from GREYHOUND, which can be seamlessly integrated into JTL-Wawi, you can manage inquiries efficiently, respond faster and optimize your customer communication – whether by email, chat or social media.
Setting the right course right from the start
Many mistakes in eCommerce can be avoided with the right strategy. A clear target group, convincing product descriptions, smooth payment and shipping processes and targeted customer loyalty make the difference between success and frustration. Those who rely on well thought-out structures and automation at an early stage save time, avoid abandoned purchases and increase sales.
Would you like to get into online business, but still need advice on choosing the right tools? Then arrange a free, no-obligation consultation now!
