How does the perfect post-COVID eCommerce look like?

We didn't find out with the Coronavirus that Italian companies need one urgent and profound digitization. However, certainly the global health emergency has catalyzed and accelerated the transition, making it of primary importance for those who are determined to stay afloat.

THEeCommerce he didn't just grow: he took an incredible leap. We think that, according to the data netcomm, in May 2020 they were registered 2 million more users than the previous year. What are we waiting for?

Amazon's Unreachable Model (And What We Can Do)

Before even thinking about your unattainable “digital beauty” standard, in this case Amazon, it is important to evaluate your possibilities. Amazon has established what is known in jargon as a benchmark, that is a standard below which a consumer is unlikely to want to go down. This "benchmark" is based on three fundamental principles: price, availability and convenience. They seem like three simple things, but if put together they create a synergy of elements that will be difficult to replicate in a smaller ecosystem, such as your mini corporate eCommerce.

What can you do to compete?

In this period severely compromised by the pandemic, even Amazon has had to fail in some of its principles. For example, if you remember the lockdown period, you will remember that 24-hour delivery had been almost completely eliminated, and often the products were no longer available in the catalogue. And then, after all, we were all at home. What did it matter if the product arrived two days later? Or a week later? Sometimes priorities are reversed, and needs change. In this case, for once and in a completely exceptional context, Amazon has slightly lost its edge.

The only way to keep up with Amazon is to make yourself more interesting than him. In short, differentiate in such a way that the user has the convenience of choosing you instead of making two clicks on the usual site and buying from the usual retailer. How you do that differentiation… is up to your industry.

Each sector has its keystones. In fashion, for example, customer service is very important. This is why, being able to choose, you will hardly buy a dress on Amazon, but instead you will do it on other more specialized sites. After all, who really cares that the dress arrives tomorrow? Better to buy it a little in advance on a site that offers the dress you like best. Or the same dress at an infinitely lower price because maybe it's a guaranteed second-hand.

However, let's start from the assumption that in order to carry out these "differentiation" procedures, it is first of all necessary to possess a natural advantage in terms of positioning on Google. In other words: you have to be found if you want this to work. Are you on the first page of Google?

Discount at first visit.. visit

A good plan is to offer a small discount to the user who places an order for the first time on your site. This way you create subscriptions, a mailing list and, with luck, you will be able to plan one return strategy, so that users not only make a first purchase, but are enticed to return to your site and buy again – perhaps at full price but with some competitive advantage.

Search filters, sustainability and traceability

Now that you've brought the user to your website, it's important to convince them that this is the best place to buy your product. Create a gallery of your product images that are high-resolution, persuasive, and effective. Include a traceability and sustainability disclaimer if these are among the strengths of your chain.

Details make the difference: a description in which the secrets are explained to you in detail of the product, or how to make it work better, is the step you need to get to the heart (and wallet) of the customer. Example: This dress goes very well with a cardigan / can be worn with or without tights / has pockets.

Reviews and online payments, return policies

The customer has seen the object of his desires on your eCommerce, but is still not convinced that he wants to finalize the purchase. How come? Maybe you should try tightening inviting users to leave a product review. We trust a review more than a thousand advertising descriptions, after all.

What if, once he gets home, he doesn't like the product? Can you make it freely? To plan a refund service it can make the difference between a happy customer of your eCommerce (even if they had to return) and a very, very unhappy one because they find themselves with an unusable object that they cannot return. Especially in some sectors, this element becomes fundamental.

Limited editions or customization

Your product is also on Amazon. What does the user need to convince him to buy it instead on your website? A feature that can only be found there. For example, the total customization of the service, such as a custom engraving made on the cap of a pen (see the Parker website) or perhaps the personalization of your dream shoe with details such as special buckles or laces. They are little things which, if done well, can make the difference between a user spending with you or going through the usual intermediary… Amazon. And thus cut your profits.