5 steps for SMEs to incorporate E-commerce into their sales strategy

Spain is progressing in digitization, but small and medium-sized companies in the country are still not taking advantage of the full potential of E-Commerce. This is highlighted by the 2020 European Commission’s Digital Economy and Society Index (DESI), which places Spain in 11th position among the 28 member countries, and highlights an advance compared to the previous year’s score. The report indicates that, despite the achievements made, Spanish SMEs still do not bet enough on E-commerce, with only 19% using this sales channel.

“There is a general perception in small businesses that the use of digital sales tools is a complex process that, although it brings benefits, requires a significant investment of resources and time. However, this is not so. SMEs must lose their fear of the digital market and take advantage of all the business opportunities that this environment offers ”, explains Javier Castro, CEO of BeeDIGITAL, a leading company in digital marketing solutions for SMEs and the self-employed in Spain.

Spanish SMEs still do not bet enough on E-commerce, with only 19% using this sales channel

With the objective that small companies dare to take the leap into the online world, BeeDIGITAL presents a brief guide with five basic steps that all SMEs can incorporate electronic commerce.

  • Positioning. The first step is to reflect on what the company is today on the Internet and what it wants to become. Businesses should carry out a self-search exercise on the Internet to find out what information the Internet associates with them, in order to later choose those concepts and values ​​that they want to transmit and define a digital identity according to these.
  • Catalogue selection. Then you must choose the products to be sold online and design an appropriate presentation for them. The offer must be visual, clear and attractive to the consumer. Unlike in the store, on the Internet, the customer cannot touch or see the product in person, so it is also important to include detailed descriptions of the offer.
  • Online sales model. The next step is to decide how this catalogue is going to be sold. For this, there are several E-commerce models and each one has its advantages. The marketplace is a good option to rely on consolidated platforms that enjoy visibility on the Internet and are taken into account by users, it is a simpler formula, although it entails a greater degree of competitiveness by including products from different manufacturers in the same space. The second option is to opt for your own channel enabled on the SME’s website, although it requires greater investment, it allows you to present the offer individualized and avoids handing over part of the profits to an intermediary. One of the most suitable solutions for first-time online sellers is to opt for a mixed model, which combines the advantages of both options. In addition, according to the needs of each business, SMEs can explore various e-commerce models, which do not have to include a payment gateway. Also, electronic commerce functionalities can be incorporated that allow the reservation of services (for example, for restaurants) or the management of appointments (for hairdressers or other businesses).
  • Payments and distribution. In the case of product sales, the next step is to propose the payment strategy and distribution of the orders. Especially for SMEs that use their own channel, this is essential to ensure that the process is completed effectively and safely. One of the greatest opportunities of the Network is that it broadens the scope of the offer to new geographical points, being key to having a logistics provider that offers the best option for the business and the end customer.
  • Complete digital strategy. Finally, the incorporation of E-commerce must be understood as part of a complete online strategy, which uses different digital tools to maximize the visibility of the SME. Together, the web positioning, the presence in directories and in social networks, among others, allow to expand the scope of the business and reach new clients.

“There is a challenge for SMEs in digital matters, but above all, there is an opportunity. The efforts made will become a competitive advantage capable of making the business grow ”, concludes Castro.

Another important aspect that the European Commission Report points out is that the Spanish population is slightly below the community average in digital knowledge. 43% of Spaniards between 16 and 74 years old lack basic digital skills. In this sense, for some merchants, it may be interesting to have a specialized partner that effectively simplifies the development of the digital strategy.