The Do’s And Don’t of E-commerce


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Shopping on-line is great, convenient and fun. Every company has an online marketplace these days and some are much better than others. I thought it would be helpful to list my do’s and don’t for any business that sells on the Internet.


  • Force me to enter my e-mail address before viewing your site. It’s like giving your cell phone number to a stranger in case they turn out to be a friend
  • Send me emails every day after my first purchase.  If you really want to keep in touch, allow me to select my communication preferences first
  • Create emails with the subject line:  “do not reply to this email.”  It frustrates customers, especially if the message says that your service is being renewed automatically.
  • Tell me the delivery will take 2 days and then send me an email that the item is out-of-stock.  Make sure your system is up to date and has the correct information and inventory.  A customer wants to know immediately whether or not the item is available and can then choose to order or not.


  • Offer me an easy way to get help, like an online chat with a person instead of the standard FAQ’s
  • Keep me posted on the status of orders, especially customized products.  A bi-weekly contact keeps the customer up-dated.
  • Send me a personal email when I register for the account; make me feel welcomed and that my business will be appreciated.   There is only one opportunity to make a good first impression
  • Thank me for my business and communicate that you want to hear from me if I am not totally satisfied
  • Give me various delivery options; it helps the customer feel more in control

Online shopping has its unique qualities.  As important as a site being visually appealing and easy to navigate, is the customer service behind every interaction.

Republished with author's permission from original post.

Richard Shapiro
Richard R. Shapiro is Founder and President of The Center For Client Retention (TCFCR) and a leading authority in the area of customer satisfaction and loyalty. For 28 years, Richard has spearheaded the research conducted with thousands of customers from Fortune 100 and 500 companies compiling the ingredients of customer loyalty and what drives repeat business. His first book was The Welcomer Edge: Unlocking the Secrets to Repeat Business and The Endangered Customer: 8 Steps to Guarantee Repeat Business was released February, 2016.


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