15 e-commerce mistakes: Avoiding Common Pitfalls For Your Ecommerce Store

In the ever changing world of ecommerce, standing out is not just an option; it’s a necessity. We like to think we understand the intricacies of ecommerce, so we’ve put together a comprehensive guide to help put your best foot forward, take steps to outperforming your competitors and achieve some tangible success. In this comprehensive guide, we’ll explore key strategies to avoid the top 15 ecommerce mistakes, ensuring your website’s visibility on Google and establishing a robust online presence.

Use All The tools Available To You

One of the fantastic perks of being on Shopify is the treasure trove of third-party apps waiting for you on the Shopify Plus app store. Now, you might not need every single one of them, but skipping out on some could be a missed opportunity. These third-party tools serve as valuable assets, lightening the load for your in-house team and letting them zero in on what truly counts – your customers. Neglecting these tools might mean you’re at risk of losing customers to competitors who are elevating their user experience through these third-party gems.

Crafting a Mobile-Friendly Experience

In a mobile first world, neglecting mobile optimization can be a critical mistake. Google prioritises mobile-friendly websites in search results. Embrace mobile-first design, streamline navigation, and optimise mobile loading speed for an engaging user experience.

Embrace Mobile-First Design

Build your website with a mobile-first approach, ensuring it caters specifically to mobile users.

User-Friendly Navigation

Streamline mobile navigation, making it easy for customers to find products quickly and reduce bounce rates.

Mobile Speed Optimization

Continuously optimise mobile loading speed for enhanced user satisfaction and improved SEO rankings. Google’s guide on Mobile-First Indexing.

Dominating Search with SEO Best Practices

SEO forms the bedrock of online visibility. Disregarding SEO can hinder your chances of surpassing competitors. Implement on-page SEO techniques, prioritise user-focused keywords, and regularly update content to bolster your website’s search engine rankings.

User-Focused Keywords

Choose keywords aligned with user intent, optimising for what your customers actively search for.

Regular Content Updates

Keep content fresh with regular updates, staying on Google’s radar and attracting returning visitors.

In-Depth Keyword Analysis

Dig deep into keyword analysis to identify overlooked long-tail keywords and niche-specific opportunities.

Accelerating Website Speed

Website speed is critical for user experience and SEO rankings. Conduct speed tests, optimise images, and leverage Content Delivery Networks (CDNs) to ensure swift page loading.

Compress Images

Optimise images by compressing them without compromising quality for faster load times.

Minimise HTTP Requests

Reduce HTTP requests, using CSS sprites and minimising external scripts to speed up your site.

Content Delivery Network (CDN)

Leverage CDNs to distribute content across servers globally, enhancing loading speed.

Providing Clear Product Information

Comprehensive product information is paramount for informed purchasing decisions. Avoid vague product descriptions, include high-quality imagery, comparison charts, and video demonstrations.

High-Quality Imagery

Include high-resolution images from multiple angles for a detailed view of your products.

Comparison Charts

Create comparison charts highlighting unique features and benefits compared to competitors.

Video Demos

Consider adding video demonstrations to showcase products in action, helping customers visualise their utility.

Harnessing the Power of Social Proof

Social proof is a potent tool for e-commerce success. Encourage customer reviews, highlight success stories, and actively engage with customer feedback to build credibility.

Incentivize Reviews

Offer incentives like discounts to encourage customers to leave reviews after their purchases.

Highlight Customer Stories

Share success stories and case studies to showcase real-world benefits and experiences.

Respond to Reviews

Engage with customers by responding to reviews, demonstrating a commitment to improvement.

Website Security

Security is paramount for online shoppers. Ensure SSL security, conduct regular audits, educate customers on security measures, and implement two-factor authentication.

Regular Security Audits

Conduct regular security audits and vulnerability assessments to identify and patch potential weaknesses.

Educate Your Customers

Educate customers about security measures to reassure them about the safety of their transactions.

Two-Factor Authentication

Implement two-factor authentication for user accounts to add an extra layer of protection.

Streamlining The Checkout Processes

Security is paramount for online shoppers. Ensure SSL security, conduct regular audits, educate customers on security measures, and implement two-factor authentication.

Regular Security Audits

Conduct regular security audits and vulnerability assessments to identify and patch potential weaknesses.

Educate Your Customers

Educate customers about security measures to reassure them about the safety of their transactions.

Two-Factor Authentication

Implement two-factor authentication for user accounts to add an extra layer of protection.

Engaging Audiences on Social Media

Social media engagement is invaluable for e-commerce. Regularly engage with your audience, maintain a consistent posting schedule, use interactive content, and leverage user-generated content.

Consistent Posting Schedule

Maintain a consistent posting schedule to keep your audience engaged and informed about your latest products and offers.

Interactive Content

Encourage interactions through polls, quizzes, and contests to boost engagement and reach a wider audience.

User-Generated Content

Leverage user-generated content by sharing posts and reviews to build trust and authenticity.

Nurturing Leads with Email Marketing

Email marketing remains a powerful tool for nurturing leads. Cultivate an email list, craft engaging campaigns, provide personalized recommendations, implement abandoned cart emails, and conduct A/B testing.

Personalized Recommendations

Utilize customer data to provide personalized product recommendations, increasing relevancy and conversion rates.

Abandoned Cart Emails

Implement automated abandoned cart emails with incentives to encourage customers to complete their purchases.

A/B Testing

Continuously A/B test email campaigns to optimize subject lines, content, and visuals for maximum impact.

Harnessing Analytics for Data-Driven Insights

Data-driven insights are crucial for effective optimization. Implement robust analytics tools such as Google Analytics for monitoring user behaviour, tracking conversions, and making informed decisions.

Conversion Funnel Analysis

Deep-dive into your conversion funnel to identify drop-off points and optimize the user journey.

User Segmentation

Segment your website visitors based on behaviour and preferences to tailor marketing efforts and content.

Multi Channel Attribution

Consider multi channel attribution models to understand the full customer journey and allocate resources more effectively.

Elevating Customer Support

Responsive and helpful customer support can make a significant difference. Swiftly address inquiries, offer 24/7 support, create a comprehensive knowledge base, and actively seek customer feedback for continuous improvement

24/7 Support

Consider offering round-the-clock customer support or chatbots to cater to customers in different time zones.

Knowledge Base

Create a comprehensive knowledge base or FAQ section to empower customers to find answers to common queries independently.

Customer Feedback

Actively seek feedback from customers about their support experience to make continuous improvements.

Simplifying Product Catalogues

An overwhelming and disorganised product catalogue can deter customers. Streamline offerings, categorise products logically, and use filters for easy navigation.

Product Recommendations

Implement a recommendation engine suggesting related products to help customers discover more options.

Product Guides

Create product guides or tutorials to assist customers in making informed choices and getting the most out of their purchases.

Featured Collections

Highlight curated collections or best-selling products on your homepage to guide customers to popular choices.

Content Matters

Content is the voice in the digital world. Develop a consistent content marketing strategy, invest in evergreen content, collaborate with industry influencers, and create interactive content.

Evergreen Content

Invest in evergreen content that remains relevant over time, driving consistent organic traffic.

Guest Blogging

Collaborate with industry influencers or experts to guest post on your blog, expanding your reach and credibility.

Interactive Content

Create interactive content such as quizzes, calculators, or tools that engage visitors and encourage sharing.

Maximising Social Proof Effectively

Go beyond reviews; showcase industry awards, certifications, and endorsements to instil confidence and establish credibility.

Highlight Industry Recognition

Display badges and certifications prominently on your website, emphasising your commitment to quality and standards.

Customer Success Stories

Feature detailed customer success stories or case studies that illustrate the tangible benefits of your products or services.

Influencer Partnerships

Collaborate with relevant influencers or industry figures to endorse your brand and products, amplifying your social proof.


Keep An Eye On Your Competitors

Ongoing competitor analysis is essential for staying ahead. Monitor pricing strategies, product offerings, and customer engagement tactics for differentiation and growth opportunities.

SWOT Analysis

Conduct a comprehensive SWOT analysis to assess your strengths, weaknesses, opportunities, and threats in comparison to competitors.

Market Trends

Stay updated on industry trends and shifts, adapting your strategies to remain competitive and relevant.


At some point on your e-commerce journey – be it building up or expanding – slip-ups are just part of the game. Even some of the big players admit to the occasional mistake. While a hiccup here and there might not cause much trouble, letting those blunders pile up could spell a serious challenge.

Managing and growing your online store solo can feel like a real feat. It’s crucial to keep these key mistakes on your radar and work out a game plan for each aspect of your business to make things more manageable. And hey, if you ever feel like you could use a helping hand – whether it’s just a nudge or a whole lot more – We’re  right here, ready to lend some support

Related Insights

Need an answer to a problem? Take a look at our insights section to find advice, guidance and recommendations across a range of e-commerce topics – from conversion to retention and loyalty, from systems integration to remarketing.

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