going digital.

How to Maximise E-Commerce Sales

BY JACINTA WEBB

As we step further into a digital-first world, the pressure is on for retailers and wholesalers to transition to e-commerce successfully. However, launching an online store is not just about creating a website and listing products. It must accommodate today’s complex shopping habits and fulfill consumer expectations seamlessly. With insights from Saddle Creek Logistic Services, here’s how businesses can set themselves up for success.

1. Accommodating Multiple Order Profiles for Omnichannel Fulfillment

As consumers demand a seamless shopping experience, both online and in-store, accommodating multiple order profiles has become essential. More than just an option, omnichannel is the new standard in retail, and it’s a major driver for growth.

“It’s important to recognise that different channels have different warehousing and fulfillment requirements and understand how to best accommodate them,” says Brian Mattingly, Vice President of Operations at Saddle Creek Logistics Services. Retailers must recognise the nuances of how orders differ in e-commerce versus brickand-mortar stores to ensure they can meet customer expectations efficiently.

For example, e-commerce orders tend to be smaller in quantity but may vary significantly in terms of units per order or units per line, creating logistical challenges. Retailers can avoid overselling or running out of stock by integrating advanced inventory management systems that provide visibility across all sales channels.

2. Meeting Consumer Expectations: Delivery Cost and Time Are Critical

Shipping concerns continue to dominate purchasing decisions. According to a 2024 Digital Commerce 360 survey, 70% of shoppers prioritise delivery costs, and 64% emphasise delivery time when making online purchases. These factors are second only to price in influencing purchasing decisions.

“Free shipping is definitely a consumer expectation,” says Bril Flint, Chief Strategy Officer at HumanN. Many consumers value faster shipping options. While younger customers (18-29 years) are particularly focused on delivery time, older consumers (40+ years) prioritise delivery cost.

More than just an option, omnichannel is the new standard in retail, and it’s a major driver for growth.

Retailers should look for ways to offer free or discounted shipping whenever possible. Fast shipping options — such as same-day or next-day delivery — can be a differentiator.

3. Free Returns and Product Availability: Consumer Expectations

Today’s consumers expect a smooth return process and quick inventory turnover. According to the Digital Commerce 360 survey, 43% of respondents expect free return shipping, a demand that rises to 48% among female shoppers. Retailers must ensure their logistics and inventory systems can handle returns efficiently.

Having products in stock and ready for immediate shipment is also crucial. Customers appreciate real-time inventory visibility, which enhances trust and encourages purchasing. And if an item is out of stock? Let shoppers know when it will be back in stock or offer them an alternative.

4. Enhancing the Customer Experience with Convenience and Transparency

Nearly half of online shoppers (50%) consider convenience a key factor in their purchasing decisions, followed by product information (48%) and delivery options (46%).

Retailers must prioritise offering various delivery methods, such as pick-up in-store options, and create shopping experiences that provide clear product descriptions, easy navigation, and ample customer support.

With shoppers demanding more personalised experiences, providing transparency around inventory availability, and delivery timelines can increase consumer conversion rates.