eCommerce sellers know the value of owning their channel, audience, and platform. With Shopify, you get control over your store design and have direct access to customers, without any rules about asking for reviews or the number of images you can include.
But after you’ve done the product research and made your decision to sell on Shopify, you still need to drive shoppers from giant marketplaces to your website.
In this article, we cover why you want consumers to find you on Shopify, how to convince them to buy, and how to get started.
Benefits of Shopify vs. marketplace sales
Selling on Shopify compared with selling via Amazon, eBay, or Walmart has significant benefits for your business.
- No referral fees to pay
- Ownership of the customer journey and buying experience
- No marketplace rules to conform to
- More brand recognition
- No on-site competition
However, selling on Shopify vs. online marketplaces comes with some challenges, notably customer acquisition. Nearly three-quarters of customers head straight to Amazon when buying a specific product, and of those that don’t, 47% end up buying on Amazon anyway.
To overcome this hurdle, you must attract and persuade customers to visit and buy from your Shopify store.
How to convince shoppers to buy from your Shopify store
The following are some of our favorite conversion-boosting strategies for Shopify, along with links to bonus content for further reading and learning.
1. Offer 2-day or next day delivery
Online marketplaces have become synonymous with fast shipping, thanks to Amazon Prime, Walmart TwoDay Delivery, and eBay Guaranteed Delivery. To compete, you must offer the same or better, so get ready to invest in 2-day and next day delivery.
To achieve fast shipping on Shopify without the logistical grandeur of Amazon, you require:
- Strategically placed warehouse locations – the closer your warehouse is to your customers, the quicker you can deliver items. This means either limiting your delivery locations to those surrounding your warehouse or using multiple warehouses of your own or a Shopify fulfillment partner to cover the whole of the US.
- Fast shipping carriers – your warehouse locations are only as good as your shipping carrier speed. Use a shipping carrier who offers fast delivery services within your budget or partner with an outsourced fulfillment partner who chooses the best carrier for each particular order.
- The right tools for the job – you must get orders from Shopify, through the warehouse, and out of the door as quickly as possible – regardless of how busy you become. This necessitates the use of inventory management software, packing stations, and man/womanpower.
If you don’t want to do it all yourself, consider working with a fulfillment partner who has a Shopify program as well. For example, Deliverr integrates with Shopify to provide your own custom 2-day delivery badges.
Learn more: See how Vasanti uses Shopify partnerships, and fast shipping to boost sales
2. Work on your content and SEO
Driving customers to your Shopify website requires customers knowing about your Shopify website. SEO-optimization and high-quality content are both crucial for hitting the first page of Google and increasing your CTR.
In particular, you should focus on:
- Identifying short and longtail keywords
- Optimizing your website content for these keywords
- Posting regular blogs that incorporate your keywords
- Registering your store with Google and Bing
- Reducing your bounce rate by optimizing for mobile and boosting speed
Learn more: 10 Shopify SEO tips to rank your website fast
3. Use an influencer strategy
Two in five people use social media for product research, but influencer strategies aren’t only for big brands who can afford celebrity endorsement. By working with micro-influencers and bloggers, you can drive more than twice the traffic with significantly less spend.
Different ways to work with influencers relevant to your products include paying for sponsored posts and videos, giving away products in return for blog reviews or competitions, and providing influencers with exclusive discount codes to share.
Learn more: How to master Instagram for Shopify
4. Offer free delivery
Free delivery is consistently ranked as one of the top purchase motivators. Therefore if you don’t offer free delivery on your Shopify store, you can struggle convincing shoppers to buy from you.
Free delivery can feel like an expensive perk to offer, especially when you’re providing 2-day and next-day deliveries too.
However, you can absorb the cost of cost-free shipping by:
- Incorporating shipping costs into your product prices
- Setting a minimum order value of $20 to qualify for free delivery, like Amazon Prime
- Assessing your fulfillment methods to identify the most economical method of fast fulfillment
Tip: Using a fulfillment calculator can identify the cheaper option for your business, taking into account all-inclusive fulfillment providers who have no added costs, long-term contracts, or hidden fees.
5. Showcase customer reviews
Convincing customers to buy from your Shopify store doesn’t stop once they land on your product pages. In fact, showcasing customer reviews across your store is one of the best things you can do to push customers over the checkout line.
This is because customer reviews are a powerful form of social proof: a psychological eCommerce trigger that makes people more likely to follow the actions of others because it’s assumed to be the correct behavior. By demonstrating that other people have bought, enjoyed, and benefited from your Shopify store, you persuade other customers to do the same.
Learn more: The best eCommerce rating and reviews software
6. Add video of your products
Shoppers are up to 85% more likely to buy a product after watching a video, and it makes sense. Videos provide a more detailed view of a product in action, while subtly pitching your brand as a high-quality name who invests in the customer experience.
Shopify is the only major platform with end-to-end support for video and 3D models. This means that by adding videos, up to 250 images, and 3D models to your website, you immediately stand out from the competition and offer your customers a more compelling insight into your products. Even better, Google, Facebook, and Instagram love videos too – giving you SEO and sharability benefits too.
Learn more: Photography listing optimization tips
Warning: Don’t compete against your own marketplace listings
Making your Shopify website stand out and compete with online marketplaces is essential for success. However, it’s vital you’re not competing against your own marketplace listings.
Underpricing your marketplace listings or referring marketplace viewers to your Shopify store risks your listings being de-listed or you being banned from the marketplace. The best way to avoid this is by reading up on the relevant policies and restrictions for the marketplaces you trade on.
Learn more: Top reasons for getting de-listed on Walmart
Get started on Shopify today
If you haven’t started selling on Shopify yet, take a look at our article on how to launch your own eCommerce website.