Let Me Tell You About the Time I Almost Quit
Okay, so back in 2015, I was at this ecommerce conference in Austin. You know, one of those swanky things where everyone’s wearing jeans and sneakers but somehow still looks expensive. There’s this guy, let’s call him Marcus, giving a talk on how to ‘disrupt the retail space’ or whatever.
I’m sitting there, honestly kinda bored, when Marcus drops this bomb: “You gotta sell the experience, not the product.” And I’m like, “Oh, shut up, Marcus. Nobody wants to buy your ‘experience.’ I just wanna know if these shoes are gonna make my feet hurt after 36 hours.”
But here’s the thing. He had a point. I mean, look at how Apple sells stuff. It’s not just about the phone, it’s about how it makes you feel. But more on that later.
Why I Hate Most Ecommerce Sites
So, I’ve been doing this for 20+ years. I’ve seen alot of ecommerce sites. And most of them are completley terrible. You ever go on one of those sites where you can’t even find the ‘add to cart’ button? Or the product photos are so small you can’t tell if it’s a sweater or a throw pillow?
I had this conversation with my friend Dave last Tuesday. We were over coffee at the place on 5th, and he’s like, “Sarah, why do these sites make it so hard?” And I’m like, “Dave, I don’t know. Maybe they’re trying to punish us for shopping online instead of supporting local businesses.” Which, honestly, maybe they have a point.
But look, I get it. Running an ecommerce site is hard. You gotta deal with inventory, customer service, shipping, returns, and don’t even get me started on the aquisition costs. It’s a nightmare. But that’s no excuse for a bad user experience.
Here’s What Actually Works
Alright, so I’m gonna tell you what works. And I’m not gonna sugarcoat it. This is what I’ve seen succesfully over the years.
First off, good product photos. I can’t stress this enough. You need high-quality images that show the product from every angle. And for the love of God, include a size chart if you’re selling clothes. I don’t wanna guess if I’m a medium or a large.
Second, make it easy to find stuff. Your search bar should actually work. And your categories should make sense. I don’t wanna dig through 12 subcategories to find a black t-shirt.
And finally, be honest about shipping costs. Nobody likes surprises. If it’s gonna cost $87 to ship a $20 item, tell me upfront. Don’t wait until I’m at checkout to spring it on me.
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A Quick Rant About Reviews
Okay, so here’s something that drives me crazy. Fake reviews. You know the ones I’m talking about. “This product changed my life!” “I’ve never been happier!” Yeah, sure, Jan. Nobody’s that excited about a toaster.
And don’t even get me started on the fake negative reviews. “This product is the worst!” “I hate it so much!” Yeah, right. You’re clearly a competitor trying to sabotage the sale.
Look, I get it. Reviews are important. They help people make informed decisions. But come on, be real. If you’re gonna leave a review, make it honest. If you loved the product, say why. If you hated it, say why. Don’t just spam us with nonsense.
Why I’m Still Here After All These Years
So, why do I still do this? Why do I put up with the bad sites, the fake reviews, the endless stream of “disruptive” jargon?
Because, honestly, I love it. I love seeing a well-run ecommerce site. I love helping businesses improve their online presence. And I love the fact that I can buy almost anything I need without leaving my house.
And, you know, it’s not all bad. There are some really great ecommerce sites out there. Sites that make shopping a breeze. Sites that actually care about their customers. And those are the ones that keep me going.
A Tangent About My Cat
So, my cat, Mittens, she’s 14 years old. And she’s got this thing where she’ll sit on my keyboard while I’m trying to work. It’s the most physicaly annoying thing ever. But I love her. She’s my little buddy.
Anyway, I was trying to write this article last night, and she’s just sitting there, purring away. And I’m like, “Mittens, I’m trying to work here.” But she doesn’t care. She’s just happy to be near me.
And that’s kinda what ecommerce should be like. It should be simple, straightforward, and just happy to be there when you need it. Not some complicated, over-the-top experience. Just a good, reliable product that does what it’s supposed to do.
Okay, I’m done now. Mittens is asleep, and I’ve rambled enough. Hope you enjoyed this little journey into my brain. It’s been real.
About the Author: Sarah Johnson is a senior magazine editor with over 20 years of experience in the ecommerce niche. She’s seen it all, from the good to the bad and the downright ugly. When she’s not writing, she’s probably arguing with her cat or trying to find the perfect pair of shoes online.
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