As ecommerce continues to grow, businesses need to go beyond simply listing products on a website. They need to create engaging, personalized shopping experiences that capture attention and drive sales. In this article, we'll explore ten best practices that can help you elevate your online store, enhance customer experience, and improve your bottom line. Whether you're new to ecommerce or looking to refine your existing strategy, these insights will help you take your online merchandising to the next level.

What is ecommerce merchandising?

In short, ecommerce merchandising is the digital equivalent of arranging products in a physical store. It encompasses how you present and promote your products online to make them appealing to shoppers. We did a deep dive into ecommerce merchandising; you can check it out here. And, before you begin implementing these best practices, be sure you've laid the foundation for an effective digital merchandising strategy by reading our article here. Now, for some ecommerce merchandising best practices.

Creating an engaging shopping experience

1. Homepage storytelling: Setting the stage for success

Your homepage is the digital storefront of your ecommerce business. It needs to captivate visitors and entice them to explore further. Instead of merely listing products, consider telling a story through your homepage design. Think about your brand's narrative and how your products solve problems or improve people's lives. Use this story to guide your homepage design.

Include high-quality images that demonstrate your products in use. Write copy that addresses your customers' needs and desires. Create a clear path for visitors to explore your offerings. Your aim should be to establish an emotional connection with visitors, making them feel that your products are exactly what they've been searching for.

For instance, Airbnb's homepage doesn't just display listings; it showcases experiences. They use compelling imagery and persuasive copy to illustrate the adventures that await their users. You can apply a similar approach to your products, focusing on the lifestyle or benefits they provide rather than just their features.

2. Collection-based merchandising: Curating products for maximum impact

Collection-based merchandising is a powerful tool in ecommerce. It involves grouping related products together, making it easier for customers to find what they're looking for and discover new items they might be interested in. These collections act as stores within your store, providing a more organized and intuitive shopping experience.

When implementing collection-based merchandising, create logical groupings based on product type, occasion, color, or theme. Use engaging names for your collections to pique interest. For example, instead of a generic "Women's Tops" category, you might use "Summer Breeze Blouses" to evoke a specific mood or season.

Showcase your best-selling items prominently within each collection. This not only highlights popular products but also provides social proof to potential buyers. Regularly update your collections to keep your store fresh and engaging. This could involve rotating products, creating seasonal collections, or introducing new themes based on current trends or events.

3. Optimizing for mobile: Ensuring a seamless experience across devices

With mobile ecommerce sales constituting 54% of total ecommerce sales in 2023, optimizing your site for mobile devices is table stakes. Mobile optimization goes beyond making your site responsive; it's about creating a smooth, enjoyable shopping experience on a small screen.

To optimize for mobile, start by simplifying your design. A clean, uncluttered layout works best on smaller screens. Ensure that buttons and links are easy to tap, preventing accidental clicks that can frustrate users. Optimize your images so they load quickly and display well on mobile devices. Streamline your checkout process to minimize the number of steps required to complete a purchase.

4. Providing helpful content: Educating and inspiring shoppers

Content can be a powerful merchandising tool when used effectively. By providing helpful, relevant content, you can educate your customers, build trust, and guide them towards making a purchase. This content can take various forms, each serving a different purpose in your merchandising strategy.

Product guides can help customers choose the right product for their needs, reducing uncertainty and increasing confidence in their purchase decisions. How-to videos showcase your products in action, demonstrating their value and providing additional utility to customers. Sharing customer stories offers real-life examples of how your products have benefited others, serving as powerful social proof.

Buying guides educate customers on what to look for when shopping in your category, positioning your brand as a trusted authority. This type of content not only helps customers make informed decisions but also keeps them engaged with your site for longer periods, increasing the likelihood of a purchase.

REI exemplifies this approach with their expert advice section. They offer a wealth of information on topics ranging from choosing the right hiking boots to tips for camping with kids. This content serves multiple purposes: it helps customers make informed decisions, positions REI as an authority in outdoor gear, and keeps visitors engaged with the brand even when they're not actively shopping.

Leveraging data and technology

5. Zero-party data: Personalizing the shopping experience

Zero-party data is information that customers voluntarily share with you, such as their preferences, intentions, and personal context. This type of data is invaluable for ecommerce merchandising as it allows you to create highly personalized shopping experiences.

You can collect zero-party data through various means. Quizzes and surveys allow you to ask customers directly about their preferences, which you can then use to recommend products. Wish lists provide insight into what products customers are interested in, even if they're not ready to purchase immediately. Style profiles, where customers share information about their tastes, can be used to curate personalized product collections.

Stitch Fix is a prime example of a company leveraging zero-party data effectively. They ask customers to complete a detailed style profile, which they use to select personalized clothing items. This approach not only enhances the customer experience by providing tailored recommendations but also increases the likelihood of purchases by showing customers products that align with their stated preferences.

6. Banners on search results pages: Enhancing product discovery

Search results pages present a prime opportunity for merchandising. Strategic use of banners on these pages can guide customers, highlight promotions, and showcase relevant products, enhancing the overall shopping experience.

When implementing banners on search results pages, consider promoting related categories to encourage cross-category shopping. For instance, if a customer searches for dresses, you might display a banner for accessories, suggesting complementary items they might be interested in.

Use banners to draw attention to ongoing promotions related to the search term, increasing the perceived value for the customer. Showcase new arrivals that match the search criteria, keeping your offerings fresh and exciting for repeat visitors.

7. Decision reinforcing elements: Building customer confidence

Online shopping can be challenging for customers as they can't physically interact with products before purchasing. This is where decision reinforcing elements come into play. These are pieces of information or features that help build trust and confidence in the purchasing decision.

Customer reviews and ratings are powerful decision reinforcing elements. They provide social proof, showing potential buyers what other customers think about the product. Displaying information about how many people have bought or viewed an item can also influence purchasing decisions.

Clear return and exchange policies are also important decision reinforcing elements. When customers know they can easily return or exchange a product if they're not satisfied, they're more likely to make a purchase.

Maximizing sales opportunities

8. Shopping cart selling: Increasing average order value

The shopping cart presents a valuable opportunity to increase your average order value. Once a customer has added items to their cart, they've already shown a clear intent to purchase. This is the perfect time to suggest additional, relevant products that can enhance their order.

One effective tactic is to recommend complementary products. For example, if a customer is purchasing a camera, you might suggest a memory card or camera bag. These suggestions should be genuinely useful additions that add value to the customer's purchase.

Highlighting free shipping thresholds can encourage customers to add more to their cart. For instance, if you offer free shipping on orders over a certain amount, and a customer's cart is close to but below that threshold, reminding them how close they are to free shipping can prompt them to add more items.

Remember, the key to effective shopping cart selling is to add value, not to be pushy. Your suggestions should genuinely enhance the customer's purchase and overall shopping experience.

9. Encouraging impulse purchases: Strategies for last-minute sales

Impulse purchases can significantly boost your sales, and there are several strategies you can employ to encourage these last-minute additions to a customer's order.

Adding a "Quick Add" feature allows customers to add items to their cart without leaving the page they're on. This reduces friction in the purchasing process, making it easier for customers to act on their impulses.

Creating a "Last Chance" or "Clearance" section can leverage the power of scarcity. When customers believe an item might not be available for long, they're more likely to make a quick decision to purchase.

Exit-intent popups can be used to offer a special deal when someone is about to leave your site. This last-minute offer might be enough to convince a hesitating customer to complete their purchase.

Showcasing low-cost add-ons at checkout is another effective strategy. This is the online equivalent of placing small, inexpensive items near the checkout counter in a physical store. These items are often small enough that customers don't mind adding them to their order, but can add up to significant additional revenue for your business.

Sephora exemplifies this approach with their "Beauty Offers" section near the checkout. These are typically sample-sized products or special deals that are hard to resist when a customer is already making a purchase. This strategy not only increases average order value but also allows customers to try new products, potentially leading to future purchases.

10. Sustainability: Appealing to eco-conscious consumers

Sustainability has become increasingly important to consumers, with a recent study finding that 66% of consumers take sustainability into consideration when making purchases. Incorporating sustainability into your ecommerce merchandising can appeal to this growing segment of eco-conscious shoppers.

One way to do this is by highlighting eco-friendly products. Create a dedicated collection for sustainable items, making it easy for environmentally conscious consumers to find products that align with their values. This could include products made from recycled materials, those with minimal packaging, or items that are designed to be long-lasting and reduce waste.

Being transparent about your practices is also useful. Share information about your supply chain and sustainability efforts. This could include details about where your products are sourced, how they're manufactured, and what steps you're taking to reduce your environmental impact. This transparency builds trust with consumers and demonstrates your commitment to sustainability.

Patagonia is a prime example of a brand that puts sustainability at the forefront of their merchandising. They have an entire section of their website dedicated to their environmental and social initiatives. They even encourage customers to buy used Patagonia gear through their "Worn Wear" program, promoting the idea of extending the life of products rather than always buying new. This approach has helped Patagonia build a loyal customer base of environmentally conscious consumers who align with the brand's values.

You can learn more about maximizing sales in our article on tactics to increase conversion rates through ecommerce merchandising.

Conclusion

Ecommerce merchandising is a multifaceted approach to creating an online shopping experience that engages customers, personalizes their journey, and effectively promotes products. By implementing these ten best practices, you can transform your online store from a simple product catalog into a dynamic, customer-centric shopping destination.

The key to successful ecommerce merchandising is to always prioritize the customer's needs and preferences. Use data to gain deeper insights into your customers' behavior and preferences, and leverage technology to serve them more effectively. Remember that what works for one store might not work for another, so it's important to continually test and refine your approach.

Start by implementing one or two of these practices and observe how they impact your store's performance. As you become more comfortable with these strategies, gradually incorporate more of them into your merchandising approach. With time and effort, you'll develop a merchandising strategy that not only boosts your sales but also creates a loyal customer base that keeps returning to your store.

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