It’s clear by now: Australian ecommerce is about to break out onto the mainstream. But it might be less clear how exactly to take advantage of the fastest-growing ecommerce shopping market.
It doesn’t have to be difficult to establish a foothold in Australia and capitalize on its rapid growth. The principles for satisfying customers that you’ve been employing all along are just as relevant to Australian consumers. Below, find out how to apply them to this specific market by taking advantage of the country’s favorable trends.
Make it convenient.
Here’s where Australian brick-and-mortar stores are already behind: Many of the country’s retailers have avoided selling online at all. Now, they’re struggling to catch up and are working to familiarize themselves with complex technology and order fulfillment processes. As an online seller, you already have this down, so play to your strong point. Let your customers know how convenient it is to buy from you because you offer such fast shipping.
Where to begin? It starts with an inviting, user-friendly site. Products in your online store should be easy to see and compare. To improve conversions, limit the clicks required for consumers to make a purchase. When it comes to shipping, ensure customer satisfaction by communicating clearly and providing service level options. Free shipping is a huge sales incentive, so if you offer it, shout it from the rooftops (or in this case, your homepage and checkout page). If you can afford to go the extra mile, being available for buyer queries around-the-clock will help with international sales and will make your customers’ lives easier.
Australia’s isolated geography means many appreciate the simple convenience of having goods delivered right to their doors, without the tedium of driving to a regional mall and standing in line (Aussies who live in remote locations have a higher incidence of online shopping than anywhere else.) Granting Australian buyers additional options, like choosing delivery dates and times and keeping order fulfillment cost effective, gives customers more control over their purchases. If the logistics of that are too much for you to think about, look into working with a shipping partner.
Build your brand.
It takes more than low prices and clear information to build loyalty. Adding a human touch to ecommerce is a hugely important component of your online strategy, so you should work to connect across social media platforms, respond to postings on third-party forums, and provide spots for customers and would-be buyers alike to share thoughts on your offerings.
Because the package is one of the only physical touchpoints ecommerce companies have with buyers, it should be functional and thoughtful. Great packaging enables goods to arrive safely and leaves buyers with a positive first impression. It may seem silly, but really consider the impact a beautiful box can have. They elevate your brand and product above the rest (think Apple, for example). For further proof, check out brands you admire and see what creative things they’re doing to promote themselves via product presentation. The hashtag, #trunkclub, on Instagram, is a good place to start. The brand provides an excellent buyer experience and benefits from thousands of customers posting their products and packaging on social media. In other words, their buyers provide them with free advertising. And if your packaging is worth raving about, but it’s not happening organically, why not include a custom insert asking your customer to give you a shout out on social media? Incentivize them with entry into a giveaway contest or other reward, and buzz around your brand will start to build.
Offer a range of products.
One of the many reasons people buy online is the unbounded variety products. This rings especially true in Australia, where consumers often lack choices due to the lack of retail density or diversity. So it’s no wonder that more than half of Australians prefer to shop online, a figure that’s growing every year, according to the Australian Digital Transformation Lab.
Of course, it’s not always feasible to offer every product under the sun. It’s important to evaluate product possibilities from a customs, tax, and order fulfillment perspective. Ultimately, you should curate a product mix that showcases the best parts of your brand. And when something isn’t working? Don’t be afraid to change things up —use sales data to drive your strategy. The numbers should guide you in the right direction.
Don’t underestimate omnichannel selling.
This counsel cuts both ways: Don’t underestimate omnichannel selling as a potential as a boon to your business—or possible distraction from it.Sixty percent of Australians utilize both online and traditional retail to gain insight into their purchases, according to research from Nielsen.
Due to the convenience of ecommerce shipping, many Australians — like masses of shoppers around the globe — “showroom” items in store, then hop online to sniff out the best price. To capture these online deal-seekers, optimize your mobile site so they can find you. Make your site engaging, your content rewarding, and put your best foot forward. First impressions matter, and you only get to make them once. Finally, to maximize your conversions and stave off any curiosity about what else is out there, make sure your purchase mechanism limits the number of steps it takes to actually buy a product. Simplicity is rewarded when it comes to online sales, especially as more and more people shop on small mobile devices.
Once you actually establish a presence in Australia, the difference between just being there and actually riding its ecommerce wave all comes down to execution. Lure customers with insight and low prices, keep them by delivering a rewarding experience.