Some trend
reports have suggested that the fatigued e-commerce customer is now veering
towards focused (niche) websites that offer a deeper range in fewer categories.
It appears that large ecommerce players with many categories might be
responding by exploring the “multi-store” option, which is not a new option but
hasn't really become too popular, so far.
How can I
tell? Because for one, I am getting a string of promotional newsletters from a
bunch of stores which fall under the same umbrella- watchkart, bagskart,
sunglasseskart…not amusing.
So here is
the warning: go easy on the “multi-promotions” unless you want your earnest
marketing efforts to antagonise potential customers.
If you are a
typical broad-spectrum online retailer, you would have multiple product
categories and sub-categories and some of you biggest challenges (apart from
supply chain and inventory management etc) would be:
- Search
Engine Optimisation: given the wide range and variety in the stock defining
your range in a simple key phrase is next to impossible, let alone designing a
phrase that people will use to actually search on.
- Designing
neat and easy site navigation: obviously the range needs to be neatly ordered,
categorised and placed such that the products are easy to find by any visitor.
You either end up with too many top level categories or deep nested categories,
both of which are avoidable.
This is why
most top e-commerce platforms are now offering the multi-store solution and
hosting solutions providers are happy to consider it as well. A multi-store is
basically an option that allows you to you split your inventory up into two or
more stores, all being run from a single platform instance/ source.
These
multi-stores have a single administration, a single list of orders, and a
single hosting plan making them easier to handle at the back-end. But for
visitor navigation and Search Engine Optimisation, the advantages are almost
like having separate niche websites, because by splitting your
inventory into smaller and focused areas, it becomes easier to target the
necessary keywords and phrases.
So by having
a site dedicated to a single large area of inventory, e-tailers can use fewer
but more obviously defined categories. These focused category names/titles also
tend to include the main keywords keeping SEO in mind, while the category
descriptions also become more relevant and keyword rich.
The
thumb-rule when splitting your inventory into multiple stores is that it should
be done from the customer point of view. You have to see your inventory how
your customers would view it and go with where there is a natural split.
What is highly dangerous and must be avoided is the temptation of putting the
same products in two stores. This will only ensure that search engines downgrade
one of your stores for “duplicate content” which defeats the purpose of having
multiple stores.
By
establishing a brand (your main website) you can also have a common set of terms and
conditions, a common returns policy, a common guarantee etc. But, again, the
common pages have to be so managed that search engines do not consider that
your web sites have duplicate content.
Though, theoretically, there is no limit to the number of stores you can add on. There
is however a practical limit, because although you are using a single instance of a
platform service, additional stores do add to the overheads.
A multi-store
strategy comes with its pros and cons, which you need to weigh, but it offers
an option that allows large format e-tailers to mimic the niche websites
in terms of design and merchandising,and thus attract more customers for a particular category.
TCL offers
independent testing services for e-commerce websites, new or existing, and
helps to improve the overall performance of your website.
To Know more about our ecommerce testing solutions contact:
Arun Kumar
arun.Kumar@tcl-asia.com
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TCL is a specialist consultancy in software testing. As a company, our core purpose is to Develop and Deliver World Class Solutions in Software Testing that are Innovative, Structured and Professional.
The company exists to meet the needs of our clients who strive to ensure that their IT projects create value and demonstrate return for their investment. We are geared to deliver services in all areas of software testing including functional, non functional and process improvement.
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