6 Big Mistakes SMEs Make Online and How to Solve Them

Over the course of the pandemic, online retail has grown significantly in South Africa, increasing by a staggering 66%. This rapid growth has created many challenges for small and medium enterprises (SMEs), which need to be carefully managed to keep pace with this new retail environment. Here are some common mistakes made by SMEs and how to address them.

1. Having a Presence on Social Media but No Website

While social media is an effective way to reach consumers quickly and often provides convenient payment gateways, relying solely on it is not sustainable. If social media profiles are hacked, an SME could lose its online base instantly. A website is essential for centralizing online activity, building a customer database, and providing a space for consumers to validate products, browse offerings, and understand policies in detail.

2. Trying to Be Everywhere at Once

Many SMEs fall into the trap of spreading themselves too thin across multiple social media platforms. Instead, focus on the right platform for your business and invest time in creating valuable content. Maintaining a consistent and engaging presence on a few channels is more effective than having outdated content on many.

3. Using an Outdated Website

Ensure that your website is up-to-date, optimized, and offers a streamlined user experience to encourage repeat visits. Many user-friendly website generators, like Shopify, WordPress, and Wix, offer clean templates and mobile-friendly interfaces that cater to consumer behavior. In South Africa, where mobile browsing is prevalent, it’s crucial to have a site that functions well on mobile devices.

4. Ignoring Local SEO

To improve visibility, focus on ranking high on Google’s “near me” searches. This is especially important if your business is not yet ready for international shipping. You can enhance local SEO by embedding a Google Map on your “Contact Us” page and verifying your business on your Google My Business page. Additionally, include these details on your social media profiles. Your website should serve as the hub for all online activities, linking back to your other channels.

5. Forgetting to Market Online

Invest time in understanding remarketing tools available through various website builders. These tools help identify customer behaviors, such as why visitors aren’t making purchases. Utilizing Google Analytics, a powerful and free tool, can provide insights into visitor behavior, such as how long they stay on your site and what interests them. This information can guide you in refining your offerings.

6. Not Checking Your Online Info Meticulously

Pricing errors can be costly, such as accidentally leaving off a ‘0’ on a high-priced product. This common mistake should be avoided by thoroughly reviewing each product before going live. Though it may seem tedious, meticulous checking can prevent significant problems in the long run.

The Bottom Line

Taking your business online has transformed your operations. However, many SMEs may have rushed into this transition without fully understanding its implications. E-commerce comes with its own set of standards and challenges. Now that you’re online, it’s important to assess your systems and troubleshoot any issues. By addressing these six common mistakes, you’ll be on your way to streamlining your online store and growing your business. To learn how to quickly invest in your online strategy, contact Merchant Capital today.

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