Here at 2Checkout, we like having an active community of suppliers, customers and staff interacting and sharing information. You will see an increasing number of articles discussing various aspects of e-commerce, Internet history, and general information – not just announcements. The vision is to have a place where people from all over the world can come together and post questions, problems or observations and get answers, advice, and comments from various perspectives and experiences. Many of 2CO’s highest selling suppliers already know the value of having a community. We have sellers who write blogs, have forums, write interesting articles,  and post news that affects their customers. Many of these suppliers are among our most profitable.

What is the connection between higher sales and having an active community on your site? It is pretty simple and pretty complex. The simple part is it allows for immediate contact between you and your customers via comments on a blog or posts on a forum. As an initial point of contact for customer service, it can be a way of addressing common issues. It can also be a way to make public announcements (scheduled maintenance for your site or a new product for example).

The more complex reason has much to do with customer loyalty. People are more likely to return to a company that “feels good” to them. People want to feel like they are a part of a community. Look at the success of so many of the social networking sites, or the Google and Yahoo interest groups. If you are selling to a specific market, providing them with a community to discuss related or even general topics could be a tremendous value to your customers and increase loyalty to you and your product.

It can add to your daily work, as people appreciate a “clean” spam-free environment and it is after all the internet, so (depending on the mood you are trying to create) there may need to be moderation by you or a trusted community member. However, I have seen businesses grow simply because of the “personal touch” created by such a community.

Growing up, my best friend’s mother was from Germany. She loved a specific brand of chocolate that was not available in the US. When she would visit her family, she would buy cases of her favorite chocolate bar.  I have to admit, it was some good chocolate (when we were able to sneak a few bars while her back was turned).  She also missed her home. Living in the US, her access to German news and contact with fellow Germans was limited before widespread use of the internet.

Fast forward to today.  My friend’s mother could have the option of ordering her much loved chocolate online.  Let’s say she has a choice between two Internet retailers.  Both stores allow international shipping.  One store, however, has a forum and a blog with news about the store, the chocolate company, and local “happenings”. Which site would she use? I have no doubt that she would visit and shop with the second site.  The draw would be the chocolate; the community would generate the loyalty.

Community and active participation with your customers is one tool that Internet businesses are using more and more. Use this to make your site truly unique, stand out, and connect with your customers.

A Few Vendor Communities:

• Coffeegeek
  
• CG Textures
• Russian-Crafts
• Designs by Sick
• The Last Best West
  

Further Reading:

• Freshbooks Using Social Media
• How to Build Community 101
• Social Networking: Build Your Own Community