Over the last few years I have had the pleasure of being involved in a number of e-commerce projects on behalf of clients. And in that time, as the internet has grown more and more in popularity and as more people have seen it as a possible route to riches, I have recognised a growing trend – an increasing amount of people who want to build an e-commerce business, but have given very little thought as to what their specific products will be, who their target market is and how they are going market their business and create sales. They just want to be like Amazon or Dell. Then as long as they get a solution with all the bells and whistles, with a bit of SEO everything will be fine. Then comes the disappointment – the orders don’t flood in.

In order to be successful in online e-commerce, the same basic business principles apply. You must research your market – there must be a need or desire for your product. You must asses the competition, who else is doing what you want to do and how are they doing it? What are the market segments or niches within your chosen market? Are there obvious areas of opportunity or are certain areas saturated? Then look at your own goals and objectives, will your business give you the returns you’re looking for, both personally and financially.

This might sound like a lot of hard work, and it can involve a bit of head scratching, but then if it was that easy there would be a lot more e-commerce success stories out there.

Rest assured, doing all this front-end leg-work is worth it and essential, because this will help you determine the most important aspect of your business and that is your core difference! It’s no good being like everyone else, looking the same, selling the same. If you do, your customers will end up buying on price, after all, what else have they to judge you on?

For example, are you a trendy, funky store aimed at teenagers or a classic quality brand for the discerning over fifties with a high income and interest in fine dining and fish dishes? The more you focus and differentiate, the more successful you are likely to be – you can’t be everything to everyone, not cost effectively anyway.

Deciding on your difference will then provide you with the basis of your marketing strategy and give you a good steer on the tone and content of your e-commerce business, the design of your store and your identity, how you ‘speak’ to you customers and what their expected shopping experience is likely to be.

This will then help you work out and decide a range of tactical marketing options, of which SEO is but one, that will suit your business and avoid you making costly marketing errors. You will then be able to systemise your marketing and gain the returns you deserve.

Andy Vickery is a Duct Tape Marketing Coach in the United Kingdom. You can visit his web site at www.blazon.co.uk or call him at +44 1494 444882.