Skip to content

Create an E-commerce site: 10 mistakes to avoid

Why create an E-commerce website?

Quite simply: to go from the physical to the digital realm! Creating an e-commerce site can increase the visibility of your brand, and give you a better working knowledge of your target market’s behavior. An E-commerce website has real behavioral data related to the purchase on your site through Google Analytics (or other monitoring tools), and an overview of your stock.

Nevertheless, we must not forget that the website is not everything. The web is a channel just like retail and the press. Your site can inform you on Internet trends and on your goal, it might be worth investing in street marketing for example.

However, writing an article on the web therefore remains in the topic of online presence. Know that if your brand is not known, you will have to invest in the site (in time or money depending on what you want/can do)! Analyze all the constraints; remember to tailor your content by market and country. For example, a French brand wanting to open an online site in the United States will have a very important marketing investment since the brand is unknown. They should consider opening a physical store in the first place.

Create an e-commerce website: mistakes to avoid

To list and explain the mistakes to avoid on an e-commerce site, we opted for the game of true or false! Are these assertions true?

1) Implementation strategy should be identical online and offline

True and false

In most cases, you will make use of the offline strategy for your strategy online as well. The consumer does not behave in the same way when physically interacting with a product; you will therefore use sales data as well as everything that has been harvested in your stores to improve the e-commerce site.

However, buying behaviors are very different in person and online. Through data analysis tools for your site, such as Google Analytics, you can be informed of back and forth from your customers. However, online consumers spend more time analyzing products and take more time to make a purchase than offline consumers.

2) Putting many articles online is good

True and false

Depending on your priorities, it may be advantageous not to offer all your products at once (for example if you are limited in terms of stock)!

In this case, it is better to target the product you know that the customer is looking for or you could choose your top “cash cow” products. Same thing if you do not have a filter system for your online items. The consumer does not want to waste time looking through all the pages of your site to find the product; this would make leave your site.

For example, when a site has 1086 products, it is impossible for someone to go see everything! We especially recommend classifying all your products by category, to allow the customer to sort everything, adding quick access to the application.

3) Banners and videos are appreciated by consumers

It depends

Videos are popular on some sites such as recognized brands like Apple. A video out of the ordinary might also interest visitors to your site. As for animated banners, it is enough to tire your consumer in seeing flashing everywhere. So make sure to limit yourself!

4) Pop-ups are the best way to promote sales on an e-commerce site


Multiple pop-ups annoy consumers because they are often intrusive. It is also common for customers to not know how to close them, particularly on mobile devices. We generally recommend using a maximum of 1 pop-up on the site so as not to disrupt shipping or purchase. You could highlight a current promotion or future.

5) Nobody buy things on their mobile devices


In Canada, 82% of the population connects via smartphone or tablet to access the Internet. According to Statistics Canada, more than 50% of the Canadian population has used the Internet to order a product or service in 2012.

Indeed, consulting a mobile site provides a different shopping experience than a computer. It is one thing to consider when creating your website because it has become very easy to make a purchase on a smartphone! We must therefore prepare SEO optimization of a website on both PC and on mobile devices. Here we explain here how to optimize the SEO of your mobile application.

6) Brands do not need a call center, live chat or FAQ


Customers have more confidence when there is live chat, a helpful purchase tool whose frequency of use is growing. Call Centers are often used because consumers like to call for more information about a product. These elements put your clients more at ease in their buying process.

Is it necessary to have a FAQ? It depends on the country; it is mandatory in Germany for example.

Finally, it is better to have these items on the bottom or at the checkout of your e-commerce site, strategically placed to be used.

7) Offering a single payment method is preferable

It depends

Offering good payment methods is both a reliable and efficient way to reassure consumers. Hence the importance of offering a range of payment methods in order to attract new customers and to retain others.

Although the credit card is a classic, this is not the only method of payment, and not necessarily the most effective! E-commerce websites are increasingly using PayPal to make payments online, a good way to reassure customers about the security of the sale. The credit line is another method of purchase for spreading payment by monthly payment, which is interesting for large purchases.

8) Security badges are no longer relevant, online consumers no longer pay attention to them


Security badges, (a small logo certifies that your purchase will be carried out without problems and theft), establish a bond of trust with the consumer because they show that the payment will take place smoothly. Indeed, when a customer has no information in relation to the security of e-commerce site, they are less willing to pay.

9) Internet users use onsite search bars very little. There is no reason to optimize their visibility


Only used 10% of the time, onsite searches nevertheless convert very well. We must try to put ourselves forward and show the advantage of research. For example, if you type “thermos” on the Starbucks site we will have too much choice because the term is too vague. That is why they created a synonym for the word thermo named “tumbler” to focus research.

Also, think about offering suggestions when the consumer makes typos and to install synonyms research. Take hyponyms and hypernyms for example. This means that when I search “boot” I can type “shoe”, but if I want heels the word “shoe” will not work.

10) Once the purchase has been done, the E-trader doesn’t need to communicate with client


We must communicate the fact that everything will be okay. There will be some days where the consumer has doubts (they’re afraid of not receiving delivery) so send them frequent emails with the update of its delivery and reminders indicating other products that they’ll love. Remember, the ultimate goal is loyalty!

As you’ve seen, all these claims are false! So lets sum everything up?

The 10 golden rules for creating an E-commerce site

  • Adapted strategic execution depending on the media and the consumer
  • Show the right products for more conversions
  • Do not overuse animations: highlight the product
  • The use of pop-up should be carefully considered
  • Know your main target audience before creating an e-commerce site
  • Inform your customers
  • Adapt your methodology: let customers find what they’re looking for on your site
  • Safety provides an authenticity to your site
  • Search bar: highlight to increase conversions on the site
  • Personalize communication after a sale!

Now that we’ve put the record straight, you are ready to create an e-commerce website that is both competitive and qualitative!

Did you like this article? We also explain how to choose a CMS when designing a website.

Do not hesitate to contact us at 514 572 7758 or via our contact form if you would talk to a counselor who will answer all your questions.


Cofondateur et Spécialiste Marketing Web

Diplômé d'une double Maîtrise en Marketing et Communication, Maxence cumule plus de 10 ans d'expérience en Marketing digital. Ancien employé de Microsoft, sa mission est de "mettre le Web à la portée de tous" pour aider les entreprises à améliorer leur présence en ligne.