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The most common mistakes in e-commerce strategies

The e-commerce strategy, as a set of plans, is often referred to as an action plan or organized procedure that determines how a company utilizes the online environment to sell its products or services.

This strategy encompasses various aspects, including marketing, logistics, customer service, payment options, and many others. Creating a successful e-commerce strategy requires consideration of all these factors and adapting them to the specific needs and goals of the business. This dynamic process requires constant adaptation and optimization, whether in response to market changes or changes in customer behavior.

Who is the e-commerce strategy intended for?

The e-commerce strategy is essential for achieving success in online business. It is important to note that a properly identified and implemented e-commerce strategy has the ability to overcome competitive forces and provide online users with a unique user experience.

As users, as potential consumers, become increasingly demanding in capturing attention, let alone convincing them to purchase your product. That is why it is recommended to implement an e-commerce strategy by many different entities engaged in electronic commerce, such as:

  • Entrepreneurs and businesses:
    Small, medium, or large companies that offer products or services online. An e-commerce strategy helps them identify their target audience, optimize their online presence, and increase their online sales.

  • Brands and manufacturers:
    Brands and manufacturers utilize e-commerce strategy for direct selling of their products to end customers or for providing information or support to their distributors/partners.

  • E-commerce platforms:
    Companies providing e-commerce platforms and technological solutions also need to develop effective e-commerce strategies to attract new clients, retain existing customers, and enhance their performance.

  • Digital marketers:
    Professionals in the field of digital marketing and advertising focus on creating and implementing e-commerce strategies either for their clients or for their own projects.

  • Consumer news websites and bloggers:
    These individuals or companies can earn commissions from sales through their websites or blogs, requiring an effective e-commerce strategy to increase conversions.

In general, e-commerce strategy is intended for all entities involved in electronic commerce who are interested in improving their online presence, increasing sales, or enhancing customer experience.

Most common mistakes in e-commerce strategies

Various errors can arise during the development of e-commerce strategies, which can affect the success of a business in the future. It is important for companies to identify these mistakes and take steps to rectify them.

However, before embarking on the development of an e-commerce strategy, it is crucial to examine how the online store operates beyond marketing. The concept of overall functionality includes the overall operation of the e-shop, such as colors or typography, images, banners on the e-shop, responsiveness, the purchasing process, and many others. Here are some basic problems we encounter daily in creating advertisements and communicating with e-commerce clients:

Choosing the wrong platform for the e-shop

Selecting the right platform is a crucial step in implementing a quality e-commerce strategy. It is important to carefully choose the platform and ensure that it meets the needs and goals of your company.

It is also essential to regularly review and update your e-commerce strategy, considering migration to another platform if necessary, to avoid problems such as:

  • Restricted features and capabilities of the platform
  • Low performance and slow loading times
  • Security issues
  • High operating costs

Incorrect colors of the e-shop

When developing an e-commerce strategy, it is important to pay sufficient attention to the selection of colors and their combinations. Improperly chosen colors can have a significant impact on the success of an e-commerce strategy and the performance of the e-shop. The consequences of this mistake can vary, but to illustrate, here are a few basic ones:

  • Low conversion rates
  • Reduced customer interest in the product or service
  • Issues with text readability

  • Problems with website usability

Therefore, it is necessary to consider not only the psychological impact of colors on the user but also to ensure that the colors enhance the user experience and increase interaction and conversion rates. It is recommended to work with design professionals, but in general, quality websites or e-shops should apply a clearly defined color scheme (usually consisting of 3 colors), which should be based on the brand identity.


Regarding a successful e-commerce strategy, it’s necessary to mention the factor of typography, which holds a significant place in this matter. Firstly, it’s about the suitability of the chosen font (in terms of size and type), which influences the perception of the brand by website users. The adequacy of the font is determined based on three parameters (legibility, readability, and context), which must be considered when selecting and using it.

Another element is the size of headlines, which is also crucial for SEO. The simplest to read and most popular is the H1 headline, which is recommended to be used on all subpages. Along with H1, as the most important headline, H2 is also considered, although it’s appropriate and good to use headlines H3-H6 as well. Also, the color of the text and background should not be forgotten.

In terms of legibility, it’s required that the elements have an acceptable contrast, often represented by dark text on a light background. Improper typography can affect your business in various ways, including:

  • Misinterpretation of information

  • Low legibility
  • Low credibility or professional impression
  • Incorrect SEO (search engine optimization)

It’s therefore important to pay attention to details and ensure that typography is carefully designed and implemented.

Images and banners on the e-shop

Images and banners represent a significant part of e-commerce strategies, intertwining with various dimensions of customer experience and business success. Their quality and effectiveness can have a profound impact on how customers perceive your brand and products.

The first key aspect is the quality of photographs. Customers expect to be able to examine the products they are purchasing in detail. Therefore, it is essential to have high-quality, high-resolution photographs in a consistent visual style and in line with the brand identity, ensuring a consistent visual impression and trust among customers.

Equally indispensable is the design of banners on the e-shop, which should be attractive and capable of clearly communicating current promotions, discounts, or news. Quality design can increase customer interest and encourage them to explore the product offerings.

From the perspective of banner content, it is desirable to emphasize their relevance, close connection to products, promotions, or events that are of interest to users. All these elements, if executed incorrectly, have the adverse effect of increasing the bounce rate of potential customers on the website. Errors in images and banners pose significant challenges in e-commerce strategies, such as:

  • Incorrect product representation
  • Low conversion rates
  • Decreased brand credibility
  • Diminished user experience

Ultimately, it is necessary to test and analyze the effectiveness of images and banners with the aim of optimizing their performance and achieving better results. Effective utilization of images and banners can have a positive impact on the success of an e-commerce strategy, so it’s essential to pay sufficient attention to their quality, design, and relevance to potential customers.

Non-responsive website

Within an e-commerce strategy, it’s crucial to ensure that the website is optimized for responsive design, providing a consistent and usable experience for users on all devices.

This can not only increase conversion rates but also improve user satisfaction and strengthen customer trust in the brand. Errors in responsive design of websites can have serious consequences on the success or performance of the e-shop. Some of the consequences of these errors may include:

  • Loss of customers (customer trust)
  • Missed opportunities to increase conversion rates
  • Decreased visibility in search engines
  • Diminished user experience

An important aspect of implementing responsive design is the ease of browsing the site for users in achieving set goals efficiently. Moreover, Google itself prefers websites with adopted responsive design, attributing credit to them in the form of higher positions in Google search.

Shopping cart errors

Errors in the design of the shopping cart on an e-shop can have a significant impact on user experience and conversion rates. Some of the most common errors we encounter daily include:

  • Too many steps = complex checkout process
  • Inability to adjust/remove items in the cart
  • Unclear/hidden costs and fees
  • Limited payment options

These errors can negatively affect the user experience and conversion on the e-shop. Therefore, it is in the seller’s interest to regularly test and optimize the checkout process based on feedback or analytical data to minimize these errors and improve the overall effectiveness of the e-commerce strategy.


An essential component of e-commerce strategies is, of course, the shipping process, which greatly influences the customer’s impression. A pleasant customer experience with shipping ensures the opportunity for repeat purchases or increasing the average order value. It is generally recommended to offer multiple shipping options (express, standard, etc.) as well as multiple payment options, as the opportunity for choice increases the attractiveness of the e-shop in the eyes of the customer.

Emphasis should also be placed on the shipping partner, maintaining communication with the customer, and, most importantly, the duration of this process. The delivery time of a package is crucial from the perspective of customer satisfaction with the e-shop because it significantly contributes to increasing their trust. Many e-shops encounter various errors within the shipping process, such as:

  • High shipping costs
  • Insufficient order tracking
  • Lost or damaged shipments
  • Issues with international shipments

In terms of efficiency, it is therefore important to pay sufficient attention to proper shipping setup and management, which includes cost optimization, improving delivery times, providing transparent tracking information for customers, and ensuring efficient processes for international orders.


Although it is evident that the topic of “e-commerce strategy” does not fall within our profiled topics, it is necessary to mention it in the interest of the profit of current e-shops. Considering the emergence of many e-shops that do not pay sufficient attention to their online strategies, it is obvious to expect not only their damaged profit, burdened marketing, or wasted time of their marketers but even declining sales of their products. And all this not due to the poor quality of the product itself, but precisely because of the improperly structured e-commerce strategy and marketing plan.

In today’s topic, we have discussed the very beginnings of the process of creating an e-commerce strategy and just some of the possible mistakes, but we will continue to gradually delve into this issue, with the aim of increasing your daily profit in online business.

This article on “E-commerce strategies” is therefore just an introduction and one of many in a series of articles where we will delve deeper into similar issues. Therefore, for more information on this or any other topic, follow our website Bluewinston.com.

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