Online: challenge and opportunity

The online sales channel is a complement that you must take care of.

The growth of online sales, or digital touchpoints, is impossible to ignore.

According to multiple reports around the world, sales after the pandemic have demonstrated the need, as well as the level of confidence that buyers of different ages reflect in this sales channel (increasing considerably in percentage month after month).

This is not surprising. All it takes is a search for a particular product for the customer to be able to compare, in a matter of minutes, the prices, features or benefits of what they want, which is available from different sellers almost immediately.

If you own a fashion business, we're sure you've witnessed this evolution. So, whether you offer a product through e-commerce (marketplaces or your own site) or want to do so, we've put together some challenges you'll need to face in order to take advantage of this dynamic that is far from disappearing.

Multichannel dynamics

It may be that your customer (the one who has actually returned on different occasions) already makes purchases physically, at your point of sale or stand.

Maybe they will do it online later on, or a potential buyer has decided to make a first purchase online and then repeat it directly. Regardless of the order in which this happens, adjusting all aspects to offer a phygital experience is important; yes, you will have to make sure that their purchasing and service process is effective at all times.

Logistics

What good is an online sale if delivery takes longer than promised? Shipping processes must be taken care of just as much as the well-known customer journey. Before making the shipments yourself, we suggest you rely on a third party that is an expert in logistics issues. A product or online order that arrives both on time and in the right way will always bring greater benefits and positioning for your fashion project.

Platform for everyone

Sometimes, the prices that your products display in your own online store may be different from those of a distributor, a wholesale customer or your own participation in a specialist fair, for example. If this is the case, we suggest that you find the balance and, above all, commit to assertive communication that allows you to explain what benefit there is with a retail, wholesale or third-party purchase.

Physical experience (always)

Finally, remember, no matter how effective online shopping is for your business, the online sales channel is a powerful complement to physical sales; in other words, the fashion industry will never abandon the magic that occurs when buyers see with their own eyes, touch or try on one of the products. In addition, from a stand or point of sale, multiple experiences can be generated that end up giving value to the brand like no other digital strategy will. Don't forget it!