If you are a large existing business that needs to integrate a D2C store into your SAP set-up for example, Magento is likely a good option for you. You can read a comparison of the different options here.
For the purposes of this article, we are going to assume that you are a beginner when it comes to setting up a D2C store. It is relatively straightforward to set up a store in WooCommerce and Shopify. It can be done without much technical knowledge. But if you plan to use Magento, we’d recommend hiring a developer or agency with experience on developing on that platform.
The Online Shopping Experience
As you build your D2C store, we recommend drawing out the different steps the shopper needs to go through from landing on your site to making a purchase. Write each step out on a post-it and map them out on the wall. Then go through each step and work out if that step is really necessary. Is it adding value to the shopper experience or getting in the way?
Your aim is to create the minimum amount of clicks required to complete a purchase. Research shows the more ‘clicks’ it takes to complete a purchase, the more likely a shopper will NOT complete the purchase.
In particular a couple of things to watch out for. If you are a new D2C store, you will want to capture information about your shoppers so that you can re-target them in the future. So you may be tempted to force an account set-up or sign-up to a membership e-mail or registration. Recent research however, showed that if new shoppers are give the option, about the guest check-out is chosen about 20% more than the logged in check-out when both options exist.
By all means, offer subscriptions and memberships. But think very hard about where they come in the shopper experience. To maximise online sales, you want to eliminate friction points in the process. We highly recommend once you have the first draft of your store ready, ask friends and family who are not involved in the site to test place an order.
Things that you thought were obvious will not be to shoppers who come to the site cold. You can easily refine and smooth the experience pre-launch to increase the likelihood of sales.