Know-How Exchange : Strategy

look man, don't be sad. there is a way.

you better use differentiation strategy for your online store. then people can understand the difference and come to your store.

lets see how eBay, the leading online auction site draws large customers to its site.

eBay use differentiation strategy. it differentiates its service from other online stores so much so that customers are attracted to it.

read eBay's positioning policy:

eBay positions itself in the online auction industry using a broad differentiation strategy. By choosing this strategy eBay determined that the best way to achieve a sustainable competitive advantage over its rivals was to differentiate their service. The way in which eBay has set their online auction site apart from its competitors has lead customers to prefer their site over other online auctioneers and retailers.

eBay has created a one-stop-shopping experience that is appealing to large corporations, independent entrepreneurs, and individual buyers and sellers. They have created value through many facets of their business that appeal to their customers and differentiate them from the competition. The main ways that eBay differentiates themselves is through:

Variety of products offered

When customers visit eBay they can search for virtually any product. eBay boasts a category variety not matched by any competitor with over 27,000.

The eBay Community

eBay wants their customers to feel like they are a part of a community. This community feel gives customers the sense that they are branch of something and cared about. By showing the customers that their feedback, opinions, and feelings are important eBay has gained tremendous ground with their customers.

The eBay Website

eBay has created an auction and retail website that is unique and interesting. This creative site sets them apart from their competitors. The site is set up with many facets that reach a broad span of visiting buyers and sellers. The site is also entertaining and easy to use making it very appealing for online shopping and trading.


The eBay Brand Name


eBay was the creator of the online auction industry. When customers think of online buying the immediately think of eBay. This has given them a competitive advantage that sets them apart from other online auctions.


eBay’s Global Reach


The global reach of eBay is not achieved by any other online auction site. For large corporations international selling and buying is done everyday. Even for an individual buyer or seller, having the option of searching throughout 150 countries with a span of 94.9 million users is very appealing.


Why the Differentiation Strategy Works Best for eBay

The users of eBay have many different preferences and needs depending on why and how they use the service. eBay has determined a way to satisfy their customers whether they are large businesses or individuals. By offering a wide variety of products, globally expanding, and creating a community for all customers to join eBay has created a distinctive value unmatched by its rivals.


so you see how eBay who is an online store done it? my advice is that you should also use differentiation strategy for your online store . it will sure work.

Are you not getting traffic or are you getting plenty of traffic, but no one is buying? If the former, then consider pay-per-click to (temporarily) increase traffic. If the latter, then you need to improve your website's offering (to start with, move your product's offering to just below the menu, instead of using a static clip art picture of young women shopping).

SEO takes a long time to be effective. If you want fast results you have to spend money on advertising on platforms such as Google, Bing/Microsoft and perhaps on Facebook. You may also find some other online or offline places to help bring traffic.

Too many people use the "Build it and they will come" strategy. That only works in the movies. You have to work and work hard to get people to the site and then to buy. Other folks have talked at conversions so I won't cover that.

This is a case of "you get what you pay for." If you really want traffic, you're going to have to spend some money to get it. People are not just sitting out there waiting for one more ecommerce site.

Figure out how much business you want and what that amount of business would be worth to you (in dollars). Do you want to generate $1,000,000 worth of sales at a 25% profit margin? Then you should be willing to invest at least one year's worth of profit to generate that result.

If you are not willing to make that kind of investment in your business, then close up shop NOW, before you spend anything more on this non-business. People who look for a free lunch rarely find it.

Press releases won't get you where you need to go. They are too passive. Especially if they are the generic, "new store opens" kind of thing. To make press releases work, you need to establish a relationship with those you send it to, and find out what they would publish- -and write about that.

10 days is nothing. You also need to market your online store as if it were a brick and mortar store. A good book is Mining Online Gold with an Offline Shovel. Starting there, you build a following that will grow.

Cute items. I think about the shops I buy from and every week I get an email with a special, a new item or other reason that compels me to buy with an urgency. That and social marketing will help your sales.