How to Level Up Your Brick-and-Mortar Business With E-Commerce

Expanding your brick-and-mortar business into e-commerce is a powerful way to tap into new opportunities and future-proof your operations. To maximize your success, it’s essential to understand key strategies, platforms, and marketing techniques. Here’s what you need to know to unlock the power of e-commerce for your business.

What is an omnichannel strategy?

An omnichannel strategy provides a unified shopping experience across online and offline channels. Whether your customers visit your physical store, browse online, or engage with your brand through social media, you deliver a seamless, consistent experience.

From integrating in-store pickups with online purchases to ensuring your messaging is consistent across all platforms, omnichannel strategies offer a holistic approach to customer engagement. This tactic improves customer satisfaction, fosters loyalty, and increases revenue. Businesses that use omnichannel strategies can expect a higher lifetime value from their customers.

Benefits of e-commerce for brick-and-mortar stores

Combining your in-person and online channels provides your customers–and your business–several benefits.

1. Expand beyond local reach: E-commerce enables you to reach a global audience. While a physical store limits you to local foot traffic, your online store opens the door to regional and international customers. By pairing local charm with a global reach, you’ll enhance your brand’s visibility.
2. Increased sales opportunities: Offering customers multiple ways to shop—such as online, in-store, or via mobile—leads to higher sales conversions. E-commerce lets you supplement in-store sales with online purchases, offering more diverse revenue streams.
3. 24/7 availability: Your e-commerce store is always open, providing customers with the flexibility to shop whenever they have time. This level of convenience can boost customer satisfaction and lead to repeat business.
4. Valuable customer insights: With an e-commerce platform, you can track customer data and behavior more easily, giving you the ability to refine your marketing strategies and product offerings based on real-time data.

Shopify is a great option for your online store

Shopify is a top choice for small businesses transitioning into e-commerce. It’s particularly beneficial because it seamlessly supports omnichannel strategies, allowing businesses to integrate in-store and online systems effortlessly.

• Easy to set up: Shopify makes it easy for business owners to get their e-commerce store up and running without extensive technical knowledge.
• Mobile-first design: Because most consumers shop on their phones, Shopify’s mobile-friendly templates ensure your store looks great across devices.
• Integration with POS systems: Shopify’s omnichannel approach allows you to sync your physical store with your online store, creating a unified inventory management system that updates in real-time.

The Shopify platform also supports integrations with key marketing tools, such as email campaigns and customer review systems, which further enhance your digital reach.

While Shopify is a great option, it’s not the only option. Check out some additional software options in the Edson E + I learning module,  How can I market my ecommerce business?

How to reach new audiences

With your e-commerce store live, the next step is to expand your audience beyond the local level. Here are some strategies to grow your reach.

• Social media marketing: Leverage platforms like Instagram and Facebook to showcase your products to a larger audience. Use high-quality visuals and strategic hashtags to attract attention and direct traffic to your store.
• Search engine optimization (SEO): Optimizing your online store for search engines helps you appear in search results when potential customers are looking for products similar to yours. This involves using targeted keywords, creating quality content and optimizing product descriptions.
• Paid advertising: Running targeted ads on platforms like Google or Facebook allows you to reach potential customers based on their demographics, behaviors and interests.

Basic digital marketing for e-commerce

Digital marketing plays a critical role in your e-commerce success. Here’s a roadmap to getting started.

1. Content marketing: Content is king when it comes to attracting and engaging online audiences. By creating valuable content, such as blog posts or how-to guides related to your products, you can improve your site’s SEO and establish authority in your niche.
2. Email marketing: Email marketing remains one of the most cost-effective ways to communicate directly with your customers. Use email campaigns to promote sales, announce new products, and engage customers through personalized offers.
3. Customer reviews: Encourage your customers to leave reviews and testimonials. Positive reviews not only boost your credibility but also help future customers make informed decisions.
4. Retargeting ads: These ads target users who have visited your website but didn’t make a purchase, helping to keep your products top-of-mind and increase conversion rates.

Integrating omnichannel with Shopify

Using Shopify as your platform can help create an omnichannel experience where customers can purchase online and pick up in-store or return online orders in person. This integration simplifies the purchasing process for customers and helps improve inventory management for your business. Additionally, by offering loyalty programs that work both in-store and online, you increase the chances of repeat purchases.

Ready to get started?

For brick-and-mortar businesses, expanding into e-commerce is no longer optional—it’s essential. By adopting an omnichannel strategy, utilizing platforms like Shopify, and implementing digital marketing techniques, you can take your business to the next level. You’ll not only broaden your customer base and increase sales, but you’ll also future-proof your business against changing market dynamics.

Retailers who adopt an omnichannel approach are set up for long-term success. Jump into e-commerce today to ensure your business flourishes in the future.

For additional resources, check out the links below:

How can I get started with digital marketing for my business?

How can I market my ecommerce business?

What is Omnichannel Marketing?

What is Omni-Channel? 20 Top Omni-Channel Experience Examples

Omnichannel commerce: More channels, more shoppers, more sales

Create a welcome email series to increase brand loyalty in ecommerce