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Search, select, add to cart, checkout! Online shopping has revolutionized the way we shop. E-commerce is the fairy-tale fantasy you always wished for – but it’s not always a magical ride for retailers. There is a lot that goes behind the scenes in finally delivering the package your customer ordered. Here is your “decision to door” guide on setting up an e-commerce website.

Domain Registration

The first step towards setting up any website is domain registration. It will be your brand identity on the digital world. Don’t go for something that is super long or witty, keep it simple, short and stick to the brand name as much as possible. Something that the audience can remember and type directly into the URL bar. Avoid other similar brand names.

Web Hosting

Once you have decided on the URL, the next step is to decide on a web hosting platform. The host will be the engineer to your muscle car and the pilot to your plane. A good web hosting platform will be the key to appearance, user experience, brand identity and security. Note to e-commerce retailers – secure your website for trusted payment processes. The host is also the backend that stores tons of data and codes that powers your website. Some of the highly recommended web hosts by WordPress are Bluehost, SiteGator and SiteGround. You can check the full list here.

Inventory Setup

How long do you wait for a webpage to load before you hit close? How many times do you go back to a website where you couldn’t find what you were looking for? How many pages are you willing to go through before you finally can check-out the product? These are some questions that need to be answered while setting up the inventory/layout of your website. Make the purchasing process a smooth sailing experience for your customers. How do you do that? TAG and REPEAT. Categorize products, keep the number of pages to check-out minimal and tag them with detailed descriptions.


The essence of an e-commerce business is to sustain customers while attracting new ones. Install tracking codes on your web pages (every single page) to collect data on customer behavior. Someone left the shopping cart? Retarget them with an offer. Someone searched for a product to find it sold out? Retarget them with a “back in stock” ad. Someone shopped a ton? Retarget them with a “thank you” coupon. The secret to happy customers lies in understanding their behavior and appeasing them. The two most commonly used codes are Google Analytics Tracking Code and Facebook Pixel.

Omnichannel Integration

Now that the stage is set, it is SHOWTIME! Customers – buyers – users – shoppers, many names, one aim – WEB TRAFFIC. Reach out to customers, at their home, work, gym, bus ride, favorite restaurant, grocery store, concert, so on and so forth. Omnichannel integration should be your favorite word going forward. With most social media platforms evolving into shopping platforms, it is beyond necessary for your brand to be present where your customers’ fingertips are. To name a few, Facebook/Instagram shopping, Amazon, Etsy, eBay, emailers, direct mail, pigeons, whatever it may take, show up!

In a bubble, e-commerce is a different universe and the ways to target your customers only keeps growing by the second. Just fuel up your rocket with the right strategy and reach for the stars. Let us know how we can help you plan your next adventure; contact us today.

Neekita Singla is a Senior Digital Account Executive at Franco.