Episode four of Vodafone Business’ video series sees three experts dissect what makes effective e-commerce, from starting an online shop to mastering digital marketing.
Topped only by China and the US, the United Kingdom boasts the third largest e-commerce market by revenue, totalling £114.4 billion as of 2024.
With an estimated 52 million e-commerce users, non-digital buyers are fast becoming a minority, making it more important than ever for businesses to sell their products and services online.
Though technology has made getting online easier, there is still a lot to learn for companies looking to take advantage of a thriving online marketplace – as three experts share in the latest episode of Vodafone Business’ business.connected video series.
Vodafone Business partners with Steven Bartlett’s FlightStory Studio to launch social-first content series empowering UK SMEs
What should I do first when starting a business?
By opening his own chocolate company, Giles Atwell, Co-Founder of Russell and Atwell, was following in the footsteps of both his father and grandfather.
However, business best practice had moved on considerably since the latter first began as a chocolatier in 1921, forcing Atwell to explore the digital platforms now available to all small and medium-sized enterprises (SMEs).
“We had 3,000 pouches of chocolate that we needed to figure out what an earth to do with,” says Atwell. “We were making it but couldn’t get out there and do anything with it.
“So, we went on Kickstarter and did an initial launch to help fund us, and that brought the first 500,000 people on our mailing list.”
For Founder of Partner in Wine, Lucy Hitchcock, getting content right from the beginning is something that she would advise other small businesses on.
“I would say photography is important. It’s something that I personally invest a lot in, but that’s not to say you need to go and do some huge production [shoot] and pay thousands of pounds.
“If you know a photographer or can loop a friend in that’s handy with a camera, or [you can] even just [shoot] with your own phone.”
Regardless of what takes priority, starting a business can be a difficult task, with hundreds of competing tasks fighting for your attention.
Thankfully, the right partner can help guide you towards the digital solutions and support that fit your needs as an SME, such as the latest business devices.
Find out more: Business Solutions for All Business Sizes | Vodafone UK
Artificial Intelligence, real change: How small business owners can use AI to grow
How do I create a website for my business?
The first step for many SMEs when starting out is to create a website. Often termed today’s ‘shop window’, an effective website can make or break a new business, with e-commerce playing a big part in this.
“When it comes to your website,” says Lorna Bladen, Chief Marketing Officer at small business network and support provider, Enterprise Nation, “there are amazing tools that you can use…loads of which are really low cost.”
Shopify, and websites like it, help business owners build and run their online stores, allowing them to create a website, manage their inventory and process payments – all in one place.
“I had zero online capability or knowledge before doing this, but I did build a Shopify store,” says Atwell. “It took me about a week and £1,000 for some tech help with things I couldn’t solve myself.”
“It’s going to be your gateway for taking payments,” adds Hitchcock. “It’s super easy to do. You don’t need to outsource all of these things if you don’t have the money for it.”
Although the work needn’t stop there, as Bladen explains: “One of my favourite tools is Hotjar, where you can watch people interacting with your website.
“[It’s useful] because not everyone is going to complain if there’s a bit of friction or a bottleneck in your checkout journey.”
In turn, this can help a business identify issues before they become more widespread problems for their customer base.
Find out more: SME Knowledge Centre | Vodafone UK
Cybersecurity and SMEs: Three entrepreneurs share their advice
Why is digital marketing so important for SMEs?
There are various channels beyond a website, of course – all of which small businesses should consider when building out a digital marketing plan.
Deciding which to prioritise between email marketing or social media, however, can be a tricky choice. While the former may be best for personalised, direct communication, the latter is a useful tool for increasing brand awareness and finding new customers.
“There are amazing engagement tools that you can use on social media,” says Bladen. “If you were launching a new product, you could just do a quick poll on Instagram Stories.
“[Whereas], the great thing about email marketing is that you own that data, so it’s super valuable to you. The return on investment you can get from email marketing far outweighs a lot of other marketing channels.”
Now, I’ve become quite data obsessed – not just with my emails but with my Meta ads, and seeing how much that contributes to my revenue.
Lucy Hitchcock, Founder, Partner in Wine
Regardless of which route a small business takes, understanding the data behind each platform is key to success.
“For four years, I didn’t offer any welcome discount or free shipping,” says Hitchcock. “I was very sparse in what I sent out. I had no flow set up, apart from abandoned carts, so that’s probably one of my biggest regrets.
“Now, I’ve become quite data obsessed – not just with my emails but with my Meta ads, and seeing how much that contributes to my revenue.”
To learn more about digital marketing and how it can impact your business, look out for workshops and webinars run by experts such as Vodafone Business and Enterprise Nation.
Find out more: Transforming SME Success With Digital | Vodafone UK
1.7 million UK SMEs have upskilled their digital capabilities thanks to Vodafone’s V-Hub online service
Where can I get the right connectivity?
While e-commerce can be a gamechanger for small and medium-sized businesses, none of this is possible without the fast broadband and strong network speeds that come with the right connectivity.
From the most suitable plans and devices for your business to expert support on digital marketing, cybersecurity and more, Vodafone Business can help take your business to the next level.
Find out more about Vodafone Business’ offers, and watch the full episode of business.connected on YouTube now.
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