Get a mixed workforce: E-commerce is still maturing in India and a good mix of people from both online and offline space is essential to shape up the business. A sales team might comprise of some of the youngest and best minds in the online space while catalog team can have mature and experienced professionals from the offline retail industry. 

Offer variety and reach: In a competitive market, a way of growing customer base is by providing variety. Strong partnerships with prominent brands and showcasing their entire product range on an online portal always attract customers. National and international brands with limited presence in smaller cities are looking at leveraging the e-commerce model to be there. 

Create hooks for repeat visits: A robust back-end complemented with a user-friendly interface is the perfect recipe for giving shoppers a pleasant experience. Product recommendations, style guides and content partnerships are simple and cost-effective ways to gain trust of the user, build customer relationships and increase revenue.

Let the ‘touch and feel’ happen fast: An online shopper is always curious to touch, feel and try out the product he has ordered online. This is more so for first time shoppers as they are vary of the product quality and its authenticity. A robust in-house delivery network is essential which can ensure quality of service right till the customers’ doorstep.

Customer connect: Constant communication with customers will strengthen your brand. For e-commerce business, there are three consumer touch points — the company portal, customer care and delivery team. It is crucial, with more online players coming in the market, to ensure that customers are delighted across each of these touch points.