The competition in the e-commerce industry is increasing. To stay in the game, the companies rely mainly on heavy advertising. But how to make the clients stay? There are some innovations you can introduce at no cost with a big chance of improving client retention. What are they?

Advertising campaigns are a great tool to reach new clients. Using marketing newsletters and tools like Google Ads and Facebook Ads is the foundation of every digital campaign since there is no easier nor effective way to reach the potential audience. However, the investment in digital marketing - even if well-targeted - doesn't always translate into sales, particularly when it comes to e-commerce. There are many traps that can stop the customer from finalizing the purchase on his user journey. Understanding what the modern client expects from the e-commerce business is the fastest path towards business growth. Which expectations should the online shop meet?

Transparent data policy

The EU data policy protects the customers, bringing them back control over their own data. Every e-commerce business should act accordingly to them since it processes quite a lot of personal data, including shipping addresses or payment card details. The lack of transparency in this field may make the company look unreliable.

The information clause on the usage of cookies is a must. When finalizing a purchase, the users should also agree to the processing of the personal data. The shop should inform them who is the data administrator and what are the ways in which the data will be processed.

Access to customer panel

Access to the user account in e-commerce is currently a standard. From the level of their accounts, the clients have instant access to the details of previous purchases. They can collect the discounts and edit the saved payment details and other personal data. It's worth providing them with the option to sign in with their e-mail address or social media accounts. Through their accounts, they can also manage the subscription of marketing emails instead of searching for the unsubscribe link in their inbox.

Shopping in the app

Mobile traffic already constitutes the majority globally. No wonder that many companies in the garment or cosmetics industry - like, for example, fast fashion leader Shein - decide to focus on mobile app development, offering exclusive offers for mobile users. However, it's worth noting that many customers - particularly in the +25 age range - still prefer shopping from the desktop. Don't ignore their needs, taking care of both mobile and web. A good alternative, which is getting increasing attention lately, is the progressive web app.

Delivery options & detailed info

Free standard delivery is one of the most effective ways to convince customers to finalize their purchase. You should also provide them with more details related to delivery, like the customs costs, in order to avoid misunderstandings. Place all the answers in FAQ like make up and skin care brand Roxie Cosmetics, or create a dedicated subpage.