E-merchandising - how to present products in an online store to encourage customers to make purchases?

Wondering how to attract customers to your online store and increase sales on the Internet? You run marketing activities, build relationships on social media... But do you pay attention to the presentation of your offer in the online store? Learn what e-merchandising is and how to best showcase products online.

What is merchandising?

Merchandising is a series of activities aimed at increasing interest in the offer and stimulating purchasing needs, which in turn increases sales results. Merchandising involves ensuring proper product display on shelves according to brand standards, as well as communicating currently available promotions and discounts to customers. Proper presentation of offered products is crucial for effective customer service, as customers inundated with advertising messages are faced with the need to make a specific choice.

Merchandising in an online store

Online merchandising is one of the popular forms of encouraging customers to make purchases in an online store. In the case of e-commerce, merchandising involves proper product display, but it focuses on the visual aspect of the purchasing process. This is because in an online store, customers cannot touch, smell, or try the product. It is worth noting that e-merchandising brings benefits to both customers and the company itself.

E-merchandising - make a good first impression

E-merchandising is the presentation of products in an online store, aimed at acquiring more customers and increasing sales. The basic action is to ensure an attractive homepage and product pages, as customers usually go there when looking for a specific item. First and foremost, focus on a visually appealing store design that will generate interest and clearly and transparently convey relevant information to the customer.

E-merchandising techniques include:

• displaying products with the highest margin or best ratings,
• bestsellers section,
• cross-selling,
• limited-time promotions or sales,
• customer reviews,
• limiting free shipping for purchases over a certain amount.

E-merchandising - optimizing the product page

Merchandising in a physical store involves presenting the assortment and allowing customers to touch the product. E-merchandising is a powerful tool for optimizing product pages. It helps ensure that the right products are displayed in the right places in the online store, making it easy for customers to find what they are looking for. This way, you can increase sales and improve customer satisfaction more easily. 

E-merchandising also helps with promotional activities, such as special offers or discounts, which can be used to attract more buyers and generate higher revenues. It also allows for experimenting with different layouts and designs on product pages (e.g., displaying related products), thereby helping to create an online presence that stands out from the competition. With effective e-merchandising strategies, companies can ensure that their product pages are optimized for success.

A product page is where information about the product is displayed in the store. This is where the customer decides whether to add the product to the cart, so the page must present the product very well. The product display should include not only a description but also photos, videos, and customer reviews and comments. The content on the product page should replace the opportunity for the online shopper to touch the product, as in traditional shopping.

Use e-merchandising to increase online sales

E-merchandising can help increase online sales by making it easier for customers to find and purchase products, as well as increasing brand recognition and customer loyalty. Additionally, e-merchandising can assist companies in more effective marketing of their products by offering targeted promotions and discounts based on data analysis to determine what works best on potential customers. With the right e-merchandising strategy, companies can increase their online visibility and significantly boost sales.