carsales.com has made its mark with online marketplaces. How hard can it be to take that into ecommerce?
Like anything, it’s not hard when you know what you don’t know. Simple right? Let’s look at it.
carsales.com.au is an online marketplace connecting buyers and sellers of cars. Tyresales.com.au is an ecommerce site where buyers purchase tyres through the online store and have them delivered to a Tyresales accredited dealer for fitting.
Put simply, an online marketplace connect buyers and sellers but doesn’t play a part of the actual transaction whereas an ecommerce site is all about facilitating the transaction and providing the goods purchased online.
We have found from a website perspective that changing wording, colors and layout on both sites can move the needle as far as generating leads or sales, vital metrics. Above all, they both have to be easy to find what you want and easy to action.
There are however, two factors in an ecommerce site that are material to success:
Price on an ecommerce site is absolutely vital. Online buyers will shop around to find the best deal so it is ultra competitive. Remember, the price is the price on an ecommerce site, there is no haggling as you are paying without talking to anyone whereas the price on an online marketplace is generally “negotiable”; the marketplace connects buyers and sellers to then make the deal.
A competitive price on carsales.com.au is important to attract buyers but it is not the be all and end all. On Tyresales if the price isn’t the most competitive we will lose the sale to one of the many competitors out there.
Once a buyer has purchased something through an ecommerce site, it is imperative that the goods are supplied in the timeframe given. Not doing so ruins all goodwill which effects word of mouth recommendations, could create negative online reviews and most definitely cancels out a repeat purchase.
We have found on Tyresales that these two factors are critical in creating a trusted site that is top of mind when drivers need new tyres.
These are only two differences between the online marketplace and an ecommerce site (there are plenty more) and wow, they take some experience to get it right.