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When one thinks of the typical online business (a business which operates over the World Wide Web), naturally something like an e-commerce site comes to mind. Sure, there are other businesses which have an online presence through their website which provides information about their offerings, but we’re talking here specifically about businesses which are conducted over the internet, like your e-commerce website.

There are indeed many other types of online business which aren’t involved in direct sales, such as social media platforms which generate an income through the advertising they sell, but again, our focus turns to the e-commerce variety of online business because of the direct nature of the income-generation mechanisms.

The discussion is about the difference between those online businesses which go on to realise success and those which inevitably turn to one of many failures making up the majority of such businesses. There are a few contributing factors, some of which are obvious but still warrant mentioning, while some are a little more concealed.

The demand of the products and services sold

It’s as simple as this (and perhaps a little obvious) – if you’re trying to sell ice balls via your e-commerce website, I can guarantee you that you won’t make a single legitimate sale. I say “legitimate” sale because there are indeed many e-commerce store owners who proceed to facilitate the purchases on their own platforms just to boost the numbers and ranking on those site-valuation platforms. The point is there has to be a demand for the product or service you’re selling online and whoever you want to buy it has to see value, all things considered, in buying whatever it is from you specifically.

Credibility and distinction from competitors

Those open evaluation platforms come into focus again as a tool which is often used by potential buyers of your whole e-commerce business outright, but sometimes these are used by savvy online shoppers who take a more technical approach of evaluating your site’s credibility. Nobody wants to have their credit card details leaked for example, in the same way that nobody wants to have to wait months and moths for something they bought to finally arrive, if at all.

E-commerce sites that succeed also distinguish themselves from their competitors as there are so many of these. For less than $100 for example, a competing e-commerce site selling everything you sell could pop up within a day, so you have to be able to distinguish yourself.

The effectiveness of the marketing and advertising methods deployed

There are some obvious, must-do marketing and advertising deliverables to implement if your particular e-commerce site is to stand any chance of surviving and hopefully thriving, but often the difference between the success and failure of e-commerce sites is the marketing and advertising exploits which are hidden from plain view. Data management platform companies often drive the success of those e-commerce sites which are clearly doing well and this is because that’s what it takes to get ahead in this realm.

It’s in the data that is hidden from plain view wherein all the money lies by way of more efficient targeting for better sales conversions, such as how third-party data might tell you that there’s a spike in interest for a particular product you might subsequently need to stock more of, for example.

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Billy Goodwin A.K.A Skaidon (my gamertag). As you can probably tell I love gaming. You will more often than not catch me with my headset on yelling online. I also love blogging, especially about the tech industry, hence the birth of the blog ' Skaidon'. Feel free to get in touch with me anytime or if you fancy a challenge add me online using 'Skaidon'.

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