When developing ecommerce sites I frequently get asked about doing things ‘the same Amazon’. While Amazon maybe a reference point during your quest to get an online store up and running there are several reasons why your site shouldn’t be like Amazon:
1. Biggest doesn’t mean Best
Just because they’re the biggest online retailer doesn’t mean they do everything right. Amazon have had 15 years and millions of dollars to test what they are good at. Everyone makes mistakes.
2. Full width pages are UGLY
While Amazon has improved over the last couple of years a full width page on a large monitor looks ugly. Period.
3. You don’t have an infrastructure like Amazon
Unless you’ve got a chunk of money behind you selling commodity products to a mass audience is going to be very difficult. Companies like Amazon, Play, Tesco etc have huge resources, complex systems and an infrastructure to process everything, don’t pretend you do.
4. Your site is not a marketplace
You should be selling niche products where you and your brand can make a difference by using your personality, knowhow and customer service to provide a personal service. Even if your selling books or CD’s, sell a specific type and really concentrate on that niche. Build up a profile and become an expert at WHAT YOU ARE GOOD AT.
5. Think about your audience
One of THE most important things is converting visitors into customers. Only you know your market. You need to test and refine your site to answer your visitors questions and/or objections. Copying something on Amazon is not the right way to go about it.
6. Be different
The easiest way to differentiate your store from your competitors is by having a custom design that compels your visitors into learning more and more importantly buying your products and services. Go on…stand out from the crowd and make a statement.
