A huge advantage that the smaller online retailer holds is simply the focus on the business and the commitment to success. Most online retailers were ‘bricks-and-mortar' players long before their forays into the online space. Therefore, all of their operations were originally developed for an offline world. Further, the original ‘bricks-and-mortar' component of the company may actually be jealous of the fast growth and success of the online retailing component – leading to internal bickering and power struggles. One thing is for certain: both the small online retailer and the larger online retailer have had approximately the same amount of time to develop experience in online selling. Purchasing via the Internet is still relatively new – and there are many differences between selling in a physical store and selling in a virtual environment. The small retailer can work these differences to their advantage. So even a prestigious and long established offline retailer may actually be playing catch-up when it comes to online retail.
Action items for the smaller online retailer
To compete against larger retailers keep the following competitive tactics in mind. Develop a professional web site and make it look just as inviting as the big player's sites. Consider focusing on a specialized or niche audience that is likely to be overlooked by larger retailers – simply because the market is perceived to be too small. Differentiate by offering superior, personalized service. Make your customers so happy that they begin to talk about you to others. Master search engine optimization and search engine marketing techniques – or hire professionals to help you achieve top search engine rankings. Embrace online operations and take advantage of the all the possibilities that the Internet offers to increase your sales. Good luck with your online ecommerce ventures!
