Google “e-commerce tips” and you’ll get endless pages of great advice on how to leverage content marketing, social media, conversion rate optimization, user experience design and lots of other techniques to sell more stuff. Unfortunately, these articles commonly omit advice on one of the most important e-commerce business-building disciplines: shipping.
Shipping makes everything you do tangible to your customers, and is without question the primary business function that puts the products you sell into customers’ hands. It’s also something that can have a huge impact on customers’ behavior. According to VWO’s Cart Abandonment Report, unexpected shipping costs are U.S. consumers’ top reason for cart abandonment.
The first step in building e-commerce operations for retail success is to look at the capabilities you want to offer, and then at the systems and services that will enable them.