Facebook Ads VS Apple: How the iOS 14 Update Affects Your Online Business

Sure – change is the only constant in life, we’re told. However, the new iOS 14 changes have marketers and advertisers all on edge. Facebook themselves claim these changes will “harm the growth of business and the free internet.” But what does it mean for your online business exactly?

What Is Apple Doing?

Apple will now prompt users to allow tracking or not allow tracking for Facebook applications. Should users opt-out, advertisers won’t be able to track the events and conversions of those users, limiting the data advertisers have to optimize appropriately on Facebook. This will diminish your ability to track conversions, retarget to your audience, run effective dynamic ads, and more.

Whilst comprehensive industry-wide reports are still limited, initial reports indicate up to a whopping 90% in user opt-out rates (especially since the default is for tracking to be disabled when iOS 14.5 is installed). This is a huge cause for concern for advertisers on this platform. As their reachable iOS audiences may decrease dramatically, App publishers depending upon an advertising-supported model and advertisers who target users with personalised ads will face significant revenue drops.

In light of this, Facebook has developed a “Speak up for Small Business” campaign that encourages user generated content from business owners to voice their concerns.

This campaign states that “…these changes will limit your ability to:

  • Effectively deliver ads to people based on their engagement with your business
  • Measure and report on conversions from certain customers
  • Ensure your ads are delivered to the most relevant audiences at the right frequency
  • Accurately attribute app installs to people using iOS 14 and later
  • Predict and optimize cost per action over time and efficiently allocate budgets”

In another attempt to overcome this, Facebook will also show a pop-up mentioning the consequences of the changes this will bring depending on the user’s choice. This will provide more details on how Facebook uses data for personalized ads and the ways it limits the use of activity other apps and websites send them if people don’t turn on this device setting. 


“So What Can I Do For My Business Now?”

While this may call for a shift in strategy regarding your marketing channels, Facebook ads are here to stay (albeit in a changed state). As data privacy continues to be a big concern for customers, businesses everywhere would have to accept that limited access to customer information will be the new norm. But update or no update, it’s critical that businesses continue to test and learn and innovate ways to adapt to a digital landscape which is in constant morph mode to begin with. Meanwhile, be sure to prioritize data governance, adopting incentivised value-exchange strategies to attain consumer data and seek out alternatives to cookie-tracking.

Other Tips On Surviving Apple’s iOS 14 Changes

  • Ensure that the data collected and stored has proper user consent.
  • Make sure that the data stored can be appropriately leveraged for media execution purposes. 
  • Implement Conversions API to ensure that the events are passed back to Facebook directly from the server—not just from the pixel. 
  • If you use Shopify, set up the Facebook Sales Channel App. Simply connect your Facebook account and watch all your products sync automatically – this will make it easy to promote on Facebook & Instagram.

Need help with consistent growth for your business? Create the right kind of snowball effect with us. For more details on how we can help, click here.

4 Lessons Your Competitors Can Teach You About Your eCommerce Store [May 2021]

As online shopping quickly secures its hold in our daily routines, the decisions to invest in growing trends for your online business may have to be just as swift…if not quicker. The Australian e-Commerce landscape may have been on the backfoot when compared to countries like the USA and China, but the amount of consumer online adoption and growth it has experienced over the course of COVID-19 (coming in at #10 for worldwide e-Commerce sales to be exact) leaves no room for further ignorance. 

As an eCommerce business owner, capitalising on this growth means that you must be on top of new eCommerce innovations. Namely this means AR, omnichannel offline-online offerings, flexi-payment options and AI. Pay close attention to your customer’s journey and where your brand sits in their list of evaluation. Understand what to look for when analysing customer data. Be ready to constantly reconsider your approach. Most importantly, dedicate time to see what your competition is currently achieving and see how bigger players are innovating. 

With e-Commerce’s ever-changing landscape, being able to understand your competitors better than they understand themselves is an important shortcut to consider where you’re positioned. However, before jumping into the deep end, here are 4 quick things that you can add to your regular task rotation as a quick checklist to see where you place against your competition.


A great place to start is playing at being a customer. Search through industry  keywords to see where your competitors appear. While it can be hard to rank for more competitive keyword terms, have a look through their backlinks and see what websites they’re associated with, who are talking about them and what they’re saying. This gives you an idea of where you can improve SEO-wise, what your brand positioning is and what you might be missing out on when it comes to product descriptions and backlinks. 


Customers take reviews super seriously when it comes to shopping online. Mining reviews gives you valuable insights into exactly what customers are looking for and what you can offer as primary solutions. Not just the glowing reviews, considering the negative reviews as well could give you an idea of what customers prioritise. For example, they may love your competitor’s products, but there might be a mention of a lack of customer support, or inefficient delivery time – giving you a good idea of angles to focus on in your campaigns and promotions. 

User Experience

Now, put aside your customer lens and get your marketing goggles on! Go through their website. See the points where their pop-ups appear, for what reasons and what their entire checkout process is like. Is their website loading faster? Do they make it seem like they’re reading the customer’s mind as you go through their offerings? How are they making it super easy for customers to shop their site – is it in the way they’re categorising their products? Is it due to their use of eye-catching copy? The more you notice these website performance subtleties and patterns, the better you’ll be able to optimise your customer’s convenience with clear and specific actions. 

Social Media

At a glance, looking through their social media gives you an understanding of your competitor’s messaging. Getting a good grasp of their content strategy through their social media channels lets you in on the intention behind customer interactions and how they are establishing their brand. Whether it’s using social media as a platform to address FAQs, build out their brand philosophy, or even as a means to advertise their product features, identifying what their customers react to will give you a clearer picture of how you can structure your content as well. 

“You mean to say…on top of everything else I’m doing to get my online store off the ground – there’s more to do!?” We get it – reading this would make an overwhelmed online business owner feel even more frazzled. That’s where we come in. 

If you need any further assistance with automation, optimization, shortcut expertise and effective marketing strategies, fill your details in for a free strategy session today.

    Online Store Features Customers Love in 2021

    72% of Aussie shoppers say they wouldn’t give an online retailer a second chance if they had a bad experience. Online shoppers were savvy before, but how much has the pandemic changed our online shopping expectations? For starters, there are more than a just a few online shopping trends we’re holding onto. In this article, we highlight some of the top online store features customers can’t do without. So if your online business is looking to make the most of the e-commerce surge; consider implementing these features if you haven’t already.

    Just last year in Australia alone, 1.3 million households were first-time shoppers – 93% of them making their very first purchases between March and December 2020. With these increasing numbers, e-commerce businesses must not only anticipate changing customer interests, but also consider just how diverse shopper demographics can be. In case you’re worried about getting a case of shiny object syndrome, here’s what’s worked well so far.

    In a survey according to Savings.com, the most valued feature for 49% of American customers (compared to a year ago) is having convenient payment options. Other features include:

    •   Fast shipping options 46%
    •    Simple returns process 44%
    •    Easy-to-navigate website 43%
    •    Pricing information clearly shown 37%
    •    Rarely out of stock 35%
    •    Quick checkout 35%
    •    Fast websites 31%

    There are also differences between men and women when it came to the following options.

    Preferences from Female Shoppers vs. Male Shoppers

    •   Fast shipping women 51%, men 41%
    •   Simple return process women 48%, men 40%
    •   Easy-to-navigate website women 50%, men 36%
    •   Pricing information clearly shown women 42%, men 32%
    •   Rarely out of stock women 42%, men 28%

    72% of women shop online compared to 68% of the men.

    So what does this mean for the role of innovation in user experience? A need for timely, engaging and personalised touch points. Whilst a digital-first approach gives way to more innovative online shopping experiences, we can see that (amongst Australian consumers in particular) having an online store that brings them as close as possible to the offline experience is great step in the right direction. 63% of Australians say they’re looking forward to being able to shop in-store for pleasure, which is considerably more than the 55% global average.

    Online Shopping Trends & Store Features Australian Shoppers Love

    • Faster page loads: 48% of Aussies with a household income of less than $50,000 would switch for a faster experience, 63% of those with incomes over $150,000 would change.
    • Simple and free returns: 86% of cross-border shoppers say easy returns are important to their purchasing decisions. BigCommerce found that 62% of ANZ shoppers have switched online stores for free returns.
    • Easy, accurate checkout and order review: 44% of Aussie shoppers have abandoned purchases because checkout took too long or was too complicated. 40% said they’d left before buying to avoid creating an account first.
    • Free Delivery : 71% of Australian shoppers say that free delivery is a priority when ordering online, while only 19% prioritise fast deliveries.

    What Aussie shoppers would like to see more of in online stores (Emarsys)

    • Augmented reality features to try on products take the lead – 40 %

    • In-app quizzes to ensure products are personalised to individual preference – 28 per cent%

    • Having the ability to track down products worn by influencers/celebrities online and automated stylists that recommend products based on previous purchases – 26 %


    Savings.com Survey: https://www.savings.com/insights/consumer-shopping-preferences



    Need an eCommerce marketing agency that has your back? Find out how we can help boost your business. Book a free strategy session here. Or, better yet, check out our agency secret to helping your business grow with less effort over time.

    7 Traits Top eCommerce Entrepreneurs Share

    What does it take to be a successful eCommerce entrepreneur? Elon Musk was recently quoted as saying, “If you need encouragement, don’t be an entrepreneur”. While severely realistic (and a tad harsh), this merely states the tenacity and resilience it takes to face the struggles of owning and growing your own business with or without the pat on the back. Like it or not, small to medium eCommerce entrepreneurs have to work harder than ever to cut through the noise and stand out from competitors who can afford bigger campaigns. Despite it being a great time to leverage the e-Commerce shopping boom, entrepreneurs have to consistently re-prioritise their focus and hone their instincts towards elements that actually work for the business against those that don’t.

    Amidst the noise, there are identifiable patterns in the ways great entrepreneurs and leaders work. Here are 7 key traits that top eCommerce entrepreneurs share:

    1. They are obsessed with the customer online buying experience
    2. They continually optimise, experiment and improve
    3. They know their metrics inside-out
    4. They choose the right partners
    5. They understand the importance of adaptability
    6. They embrace change and are ready to change their opinion when new information is presented
    7. They are results-focused and solutions driven

    In a space that never stops changing, successful online entrepreneurs make it a point to be aware of their own strengths, weaknesses, privileges, their motivators and the motivations of others as well. While the traits mentioned form the main pillars and characteristics being displayed repeatedly, the most successful entrepreneurs know that growth is an endless pursuit.

    Being relentless at sharpening their skills, a good eCommerce entrepreneur needs to have an eagerness to collaborate effectively, validating the impact of their products and the insatiable need to create convenience for customers lies at the heart for most successful online business owners today.

    Need an eCommerce marketing agency that has your back? Find out how we can help boost your business. Book a free strategy session here. Or, better yet, check out our agency secret to helping your business grow with less effort over time.

    Why a Great Discount Strategy Helps Elevate Your Brand

    Your e-Commerce discount strategy shouldn’t make you look cheap. The truth is, more than 59% of online consumers look for discounts before buying anything, and more 64% do not make a purchase unless it’s on sale.

    What’s the sweet spot between giving customers the incentive to hit ‘Buy’ and be seen as a bargain store? While discounts and coupons are an effective tactic to incite action, having a strong strategy behind your discounting i.e. understanding the objective behind your discounts, and knowing when and where to use discounts, will help customers see your sales events as an opportunity, not a devaluation.

    💫 55% of consumers believe receiving targeted promotions and discounts would create a more enjoyable email experience (from Dynamic Yield). Customer focused promos like limited time early-bird discounts on new products or personalised abandoned cart discounts,  when used sparingly, will compel customers to take more action. 

    💫  When you discount certain products, consider if you want to offer a percentage discount or dollar amounts. Always go with the option that has the highest perceived value. For example, use “25% Off” as opposed to “$5 Off”.

    💫  Rewarding referrals in the forms of product samples or free gifts is a great way to get new customers into your funnel. According to ReferralCandy, 83% of satisfied customers are willing to refer products and services. But, only 29% actually do, so another way to do it would be to offer a discount to referral & referee. Win-win!

    For more tips, keep on top of our blog updates.

    Black Friday Australia: 2020 eCommerce Marketer Guide

    An eCommerce Marketer’s Guide On How to Prepare for Black Friday 2020

    Everyone loves a good deal, but we’re at a point where no one buys something just because it’s cheap.”

    The question on everyone’s lips is if partaking in Black Friday 2020 is a bad idea. But from what we’ve gathered…it’s far from it. Despite being in the midst of a recession and concerns with delivery time, around 56 percent of Aussie consumers from the Emarsys study said they would spend the same or more during this year’s Black Friday sales, while approximately 40 percent estimate their spending to be between $100-$300. 

    To every retailer, the holiday season pretty much starts now. However, with unstable economic climates and ever changing consumer priorities, it’s hard to say if regular end-of-year marketing rules even apply for eCommerce retailers. While Shopify has made a clear statement that Black Friday is far from over, Dyson Australia has devised a ‘Forget Black Friday’ campaign and launched their own set of exclusive offers. 

    In this regard, foregoing seasonal norms this year can be an option in itself. Unshakeable, tangible outcomes when it comes to forecasting sales results in 2020 is virtually nonexistent, but one thing is certain – having a clear eCommerce strategy is vital no matter where you stand. Keeping this in mind, here are a few tactics for eCommerce retailers that won’t go out of date anytime soon. 

    1. Plan for a longer sales period

    Make the most of customer expectations and considerations during the purchasing cycle. Instead of just a weekend, consider stretching your sales offers out beyond Cyber Monday to lighten the load for November. Bear in mind that budget constraints are on everyone’s minds, give yourself  a bit more time to win over customers using incremental offers on best-sellers throughout the extension to help drive the anticipation, increase value perception and re-engage stragglers who are always on to find better deals.

    1. Load Test Your Website

    Ensure that your website is consistently ready to handle the surge in traffic and be prepared to curb all glitches along the way. Consumers expect to purchase online in a seamless manner, so planning ahead for all sorts of scenarios, ensuring that a super smooth checkout process and highly responsive customer care is a default aspect of the experience you aim to deliver. 

    1. Display discounts prominently

    It’s a no-brainer – your customer shouldn’t have to hunt high and low for your offers on your site. Make sure that all discount codes are highly prominent, visible and easily linked to the item on offer. 

    1. Create smart offers – add value to the discounts

    Bundles, packages, BOGO specials – value speaks volumes when it’s evident that you have your customer’s needs and ease in mind. Everyone loves a good deal, but we’re at a point where no one buys something just because it’s cheap and would rather save to spend on items that hold sustainable value. Instead of feeling shortchanged, meaningful pricing strategies will make your customers feel like they’re truly getting rewarded for what they’re paying. 

    By giving customers a larger discount based on quantity or cart value, you can significantly improve your profit margins on each order. As a result, many brands have also turned to the “buy more, save more” promotional model. Focus on increasing AOV before considering a Blanket Discount – see below for example:

    1. Consider timely trends

    Have customers been gravitating towards certain products this year? 38% of Shopify merchants are introducing new products this BFCM. While your bestsellers may be staple, evaluate the rising pandemic-induced trends and items that your customers actually need. In the year of the pivot, adding complementary products that matter to your customers saves them time while increasing your revenue. 

    1. Reward your regulars with personalized recommendations

    “They know me…they really know me!” Creepy on one hand, gratuitously convenient on another. As much as people are often creeped out by uncannily timely and accurate retargeted ads, it is extremely helpful to remind your returning customers about things they’ve had their eye on, and are now on special. Don’t undermine the opportunity to alert customers with automated recommendations and pop-ups tailored to their tastes and interests. A little nudge goes a long way. 

    1. Highlight your shipping times and returns policy

    It’s found that 49% of Aussies are actually looking outside of peak shopping periods (earlier in fact) to do their Christmas shopping to ensure that their deliveries actually happen, regardless of the recently announced cut-off date from Australia Post. If you’re looking to make the most of this sales period, be sure to have robust contingency plans where shipping is concerned, along with a shipping policy that addresses customer concerns upfront. Speak to your couriers and pre-pack as much as you can.

    1. Paid Channels

    Proof’s in the planning in this context. The significant surge in shopping intent leading up to and during the Black Friday window might make you consider increasing your ad spend to capture increased activity and projected growth in site conversion rates during this time. “Black Friday” searches on Google start weeks out and it can be less competitive to start bidding on these terms early on. Make sure you ads have clear Black Friday messaging on them – Facebook/Instagram Ads, Google Shopping (using Sale Annotations), and of course, the text in your Search Ads need to reflect the Black Friday offering you have on your website. Tip: Set up your ads in the system as early as you can to avoid lag time in getting ad approvals.

    Hopefully these tips will help you prepare for the upcoming Black Friday Sales event! If you need help, contact us at hi@webdesignmarket.com.au and we’ll see how we can help you make the most of the biggest sales event of the year.

    Chat Commerce & the Rise of the DM Only Store

    It looks like a little more conversation creates a whole lot of conversion and Chat Commerce is where it’s at.

    After falling deep into house-bound mode, with retail therapy being one of the main means of coping, customers have become well acquainted with the onslaught of retargeted ads, sales notifications, shopping carts and delivery times. Despite the myriad of ways available for buyers to make an online purchase now, messaging sellers directly has slowly become the go-to. The (pandemic-forced) rise of Instagram DM-only stores, WeChat, and amazing growth of social shopping apps like Gen-Z targeted Depop (its top sellers are known to take in $100,000 annually), ‘always-on’ seller availability is now a default expectation in the overall customer experience.

    The personal assistant-like nature of Chat Commerce, or conversational commerce, is nothing new. Emulating the experience of buying from a friend, two-way communication through messenger Apps like WeChat, Whatsapp, Facebook Messenger and Instagram Direct Messages make it quick, easy and efficient for businesses and consumers alike to facilitate sales and buyer trust in a direct way – and it looks like this means is here to stay. 

    Used strategically, online retailers can innovate their approach to further enhance a customer’s experience  – making it seamless, helpful and in turn, helps to drive feedback based growth for the business. Whether it’s establishing your brand’s tone, cultivating brand loyalty through connection or lending a ‘human touch’ to contactless shopping, customers are more likely to spend money with brands who will go the extra mile to elevate customer engagement and to make their shopping experiences delightful and enjoyable.

    But is the art of conversation all you need? 

    Brands like Taco Bell have creatively used messaging for quick-fire campaigns (the aptly named TacoBot lets you order your favourite tacos with a few quick text prompts), ironically using AI-powered natural language technology to provide the ‘human’-like side of on-on-one customer service at scale.  Sephora’s chatbot, the Sephora Virtual Artist, enables people to try on different lip colors using selfie photos. Catching onto this, Facebook’s newly launched app, Facebook Business Suite, which combines Facebook Messenger and Instagram chat into a unified inbox, makes it easier for businesses to receive alerts, notifications and messages all in one space, with a view to integrate Whatsapp in the future as well. 

    5 Examples of E-Commerce Chatbot Uses


    Sephora Reservation Assistant (left) is an appointment booking bot to reserve a makeover at Sephora stores. Color Match for Sephora Virtual Artist (right) is a shade matching bot

     Facebook Ads to Bots Journey (ads that link to Chatbots instead of landing pages) – from Shopify

    Using Chatbots to highlight Coupons

    Aerie’s bot has a unique ‘THIS’ or ‘THAT’ option, where users are shown an image of two different styles and choose one to narrow down their tastes and find the right product.

    It seems like there are endless possibilities when it comes to ChatCommerce, so how can your business use this to your advantage? 

    1. Familiarize yourself with the language your customers use, their spending habits and their behaviour on your site and information that bears value for them.
    2. Review your FAQs, reverse engineer your customers’ pain points and see if you’re able to create shortcuts by acknowledging them upfront.
    3. Develop a chatbot and position it where your customers spend the majority of their time. The main goal is to reduce task or app switching, and help customers get to what they want with the shortest amount of friction.
    4. Ensure that conversational mechanisms stay helpfully human. Enabling quick recommendations based on best-sellers, previous visits or purchases, providing time-saving solutions and ensuring that your customers get specific answers without information overload goes a long way.

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    Magento 1’s End of Life (EOL) and What This Means For Online Businesses

    A platform upgrade brings with it all sorts of bright, shiny promises. It accelerates your plans to grow, rise above your competitors and provide your customers with the best experience possible. But for most e-Commerce business owners, making the move from one one e-Commerce platform to another (otherwise known as replatforming) can be extremely risky and costly. 

    Without right planning and technical know-how, crucial customer data could be lost in the move, your hard-earned SEO rankings could disappear, and who knows what else. However, Adobe’s announcement 2018 of Magento 1’s end of life this year, has very well made a ‘nice-to-have’, inevitable for many online businesses. 

    So it’s a no-brainer that the move is imminent. Though, as the reality of switching from Magento 1 to Magento 2 came into focus, it’s clear that this wouldn’t be a simple upgrade. To move from one to the other correctly, the steps required looks pretty much like a full migration.

    Does this End of Life (EoL) spell the end for its businesses, too?

    After the official date of June 30, 2020, Magento will no longer support Magento 1 (both Magento Commerce 1 and Magento Open Source), ending all support services, security patches and quality fixes for these systems. E-Commerce stores that choose to stay will suffer the risks of security hacks, spelling disaster for their hard-earned customer trust and loyalty. What else? Keep reading for the full list.

    1. No Security Patches

    It goes without saying – the digital landscape is changing at the break-neck speed, forcing every linked system to change with it. When developers stop maintaining systems (in this case – Magento 1), the system will be more and more vulnerable to security breaches and with no solutions – it basically becomes a ticking time bomb.

    1. Missing out on upgrades and other e-commerce innovations

    Magento 1 doesn’t come packed with the updated features that Shopify or Magento 2 have. People have set expectations from their eCommerce platforms, like speedy load time, real-time analytics, easy integration with other applications, extensive community, being able to scale easily etc.  Magento 1 is like living in the past. The future may be uncertain, you should at least allow yourself a fighting chance in the present.

    1. Lack of support

    When there’s an emergency and you break the glass, usually some relief follows knowing that help is on the way. Sticking to Magento 1 means you’re left in the cold. You could be missing out on so many sales if your online store had to be put on the brakes just so you can fix one glitch and worst of all….you’ll be doing the troubleshooting blindly on your own. 

    1. Routine updates will start taking longer

    As time goes on after the EOL, extension developers will stop maintaining their own plugins, meaning no updates, meaning…no edge over competitors, no enduring traffic and no more innovation for your store. A glitchy checkout process is never a good sign for customers. Not only will this add costs to your business but will also damage your brand reputation. 

    1. Goodbye, mission-critical third-party extensions

    The 90s vibe may be trending aesthetically…however, if a store seems like it’s still operating on dial-up, it loses its appeal fast. The majority of developers who contribute to the ever-growing Magento Marketplace will eventually stop releasing Magento 1 extensions and themes. This leaves you in a position where you’d have to maintain, audit and fix any third-party extensions and themes – which isn’t a viable option for most busy business owners.

    Are you one of the estimated 200,000 companies stuck in Magento 1? Need a migration without the migraine? Get in touch with us now.

    Book A Free Strategy Session Now

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    Aussie Consumer Behaviours During COVID-19

    [Key Insights from Australia Post: Online Shopping eCommerce Industry Report 2020]

    A new ‘not-so normal’ or a looming consumer trend that was just biding its time? Thanks to COVID-19, shoppers in Australia who once revelled in ‘popping down to the shops’ have found themselves becoming more and more accustomed to promo codes, online checkouts and delivery windows. 

    According to the latest Australia Post reports, 5.2 million Aussie households shopped online this year – a whopping 31% increase from the previous year – while 200,000 Australians made their very first foray into the world of online shopping. It’s also helpful to note that Australians have a heightened love for sales events and speedy deliveries, with many purchases made centred around key dates and 20% next day deliveries.

    More interesting takeaways from the report (April 30, 2020):

    1. Traditionally a quiet month for retail, April 2020 instead saw a 6.8% increase in online sales compared to the previous largest recorded period.
    2. 91% of all deliveries in April 2020 were sent to homes.
    3. Variety Stores were the biggest winners in 2019. Over 57% of Australian households purchased from this channel, accounting for 35.5% of total eCommerce purchases for the year.
    4. Purchases made on mobile have declined due to less commuting and less people being on the go. Laptop purchases have risen to 36% compared to 33% in the previous year.
    5. For March 2020, total retail spend (excluding cafes, restaurants and takeaway) was up 15.5% YOY, a growth largely driven by bulk purchases in food retail.
    6. Fashion shoppers are highly engaged when browsing online, spending an average of just over 7 minutes on websites, a minute or so more than beauty and cosmetics – and well ahead of the 4 minutes and 46 seconds that shoppers spend browsing for homewares and appliances.
    7. In the 8 weeks since COVID-19 was declared a pandemic, eCommerce sales growth soared up by a whopping 80% year on year. 
    8. Regional areas in Australia accounted for the highest growth in specialty food sales, while city slickers ranked higher for liquor
    9. Fashion and apparel remains the most popular items bought online, followed by Home and Garden as the second most sought after category.
    10. Point Cook in Victoria retains its place as the suburb with highest volume in online bought goods for the fifth consecutive year.

    So what does this mean for online business owners everywhere?

    Clearly, online shopping is here to stay. The expectation of a smooth, undisrupted online shopping experience is a given, and any site that takes forever to load can be the dealbreaker that causes customers to look elsewhere. At this point, ensuring a smooth shopping experience alone could just well be the tip of the iceberg. If you’re looking at making the most of this, the key would be to center your marketing around your customer’s intensified digital behaviours to boost brand relevance, see where your product fits and find new audiences that need your products and services. 

    At the end of the day, increased shoppers flocking online means more opportunity for your online business to thrive. However, that doesn’t guarantee you the piece of the pie unless you know exactly what you need to measure to help reach your goals, what to do with your customer insights, and what tangible actions will further that growth.

    Own an online store? Some things to consider:

    • Are you ticking all the boxes to grow your online business or is your store as good as it gets? 
    • Are you making the most of this ecommerce uptake? What opportunities can you explore?
    • Is your store up to scratch and what are you doing to set yourself apart?
    • What are your current marketing goals actually achieving?
    • Are you striking the right balance between acquiring new interests and retaining existing customers?

    See Australian Online Shopping eCommerce Industry Report 2020 here .

    Interview: Thinking of Migrating from Magento to Shopify? What You Need to Know

    So your growing e-Commerce store has been a little clunky lately and a move might be in order. While replatforming is imminent and you’ve done your research, you’re still a bit unsure of a few things and that’s stopping you from taking the plunge. 

    We sat down with our resident Shopify Certified Expert, Yuvraj Rao, as he clarified some of the many migration perks and pitfalls that affect your e-commerce growth. He’s worked with some of the biggest e-commerce retail brands in Australia, and as a senior programmer, has deep technical knowledge when working with complex databases and applications typical of e-commerce sites.

    In your view, what are the key differences between Magento and Shopify and why would anybody choose them?

    One of the key differences between the two platforms is that Shopify is a cloud based hosted solution, while Magento is a self-hosted solution. Since Shopify is a hosted solution, there is no extra effort or cost is required from you to maintain or update the solution. Your monthly Shopify fee should take care of it.  Magento is free to install but you are required to pay for hosting and frequent Magento updates. In most cases applying updates is very complicated and requires a professional team.

    Self-hosting is quite an undertaking, I would imagine. And particularly if your business grows! Because you’ve got to scale up your hosting as your business grows, right?

    Absolutely! Self-hosted solutions can be tricky when it comes to backing your day-to-day operations. For any low to medium traffic stores, regular hosting might be OK. However, in promotional events like Black Friday where you are expecting heavy traffic, it is crucial to have a proper server infrastructure backing your site. With Shopify, since it is a hosted solution, it has  bandwidth to scale as per traffic giving you a surety that the website will be up and serving during crazy times. Take 2012 Click Frenzy for example – it was the first time a one day promotional event of this scale was introduced in Australia, and many businesses did not anticipate it to be the huge success that it was. With all the PR and heavy marketing leading up to the event, on the day Clickfrenzy experienced a huge jump in traffic. Many big brand websites couldn’t handle this surge in  traffic and were brought down throughout the promotional period. In the meanwhile websites which had proper server infrastructure came out on top and took the lion’s share of the promotional traffic and sales

    What other things are there that business-owners should know about or take account of when they consider these two options?

    Between the two, Magento is a more senior system. It’s powerful, and gives you creative freedom through code. For example, you can have a custom checkout experience for your customer, whereas on Shopify you may not be able to do the same. However, Shopify can easily adapt to 90% of businesses with a retail component and provide a smooth and sophisticated system with proper business process flow. Another thing to consider is data analytics, which lets you know how your users are behaving and performing different actions across your site. The level of insight you get from Shopify is more in-depth compared to Magento -it can even detect the exact point at which a customer chooses to abandon their shopping cart – without having to plug in different components, which you would need to do with Magento. 

    Sounds like Magento’s got a lot of base capability, but anything beyond that would then be coming from third party plug-ins. Whereas with Shopify, a lot more is coming squarely with the product?

    Correct! For instance, if you are running a trophy business and each trophy needs to be customised before it can be purchased, Magento provides the capability to customise the ecommerce store as per your business needs. In this case, you can achieve a better user experience on Magento than Shopify. But if your business doesn’t require that level of custom user experience then Shopify would be able to tick most of the boxes. 

    Even retail giant JB Hi-Fi recently migrated to Shopify (7th biggest retailer in Australia) and experienced a 18% uplift in online sales since replatforming – Shopify Plus migration was mentioned in their 2020 shareholder notes as a key area of focus for the year. I would say one of the reasons big retailers are choosing Shopify Plus is for its ability to identify and profile a customer. From my experience Shopify trumps Magento in that sense. It gives you that data from the get-go and it’s way more customer-centric, with so many different components and plugins available to scale your e-Commerce growth. Particularly when it comes to personalizing e-mail newsletter campaigns around customer segments on your website! Magento can achieve this too, but it’s more labour-intensive and requires heavy programming knowledge and a team of skilled experts.

    So I’d imagine there are people who might think Magento is better and vice versa for Shopify, right? What would be the things that a business owner, or a business operator, need to be mindful of when they’re thinking about migrating?

    Definitely. The Shopify vs Magento comparison will always be there when it comes to the evaluation of switching platforms. 

    Behind every successful ecommerce store migration there is a proper business requirement scoping involved. If you are thinking of migrating from one platform to another then you must think about first going through a business scoping process with your team. This allows you to evaluate platforms from the perspective of what is the best fit for your business needs and allows you to plan the migration comprehensively. If you are migrating from Magento to Shopify, then it is logical to have all your Customers, Orders, Coupons and other historical data migrated too. 

    I see. So eCommerce businesses should do a very proper audit of what their capabilities are first then figure out how it’s going to move or if it’s even capable of migrating?

    Exactly! Proper planning with a platform migration expert experienced in both platforms will give you the clarity you need. So you can make a solid decision that you won’t regret in a few months.

    What are some of the mistakes that people who do a migration fall into?

    One of the best examples I can give is the data migration. There are instances where you migrated platforms but didn’t migrate any of your orders. Or say, on Magento, you were given a $50 voucher code that was never migrated to Shopify. So when a customer gets to the website only to find that the voucher code has stopped working –  that’s a really negative experience. Ensuring that customer orders, loyalty points – basically someone’s entire transaction history with your business – needs to be migrated to the new platform so you can preserve the same customer experience.

    So is that something the typical e-Commerce business owner can tackle in-house?

    To save yourself significant time and any room for error, I would recommend a professional’s take for the analytical process like migration – a component that’s often overlooked. That’s when someone with strong business acumen, combined with a deep understanding of both platforms and technical expertise can tell what data needs to be migrated. A tactical plan with a strong grasp of the kind of data that should be stored and migrated comes with experience. 

    So an online business owner who is looking to migrate may potentially miss a few things because they lack the experience to do so?

    Yeah, they could end up stuck in a hole with bits and pieces that didn’t migrate and being able to move backwards or forwards in the process. To start with, e-Commerce platform migration requires programmatical knowledge. So a lot would be missing without it. Off-the-shelf tools aren’t enough and a series of testing and discretion is required. In real life, it’s unimaginable to move your entire business without first checking if the new place is a good fit, making sure that there’s functioning equipment and ticking off a checklist to make sure that all utilities are up and running – moving an online business requires the same care, with a lot more moving parts and accuracy at stake I’d say. 

    So, in your experience, what are some of the biggest mistakes that you’ve seen eCommerce business owners make?

    One of the biggest mistakes is when customer accounts go missing or weren’t migrated over. Another instance is failing to record customers who had active accounts or placed an order just before the migration occurred. If those transactions get lost, you could end up not fulfilling the active order and realise it only when a customer complains.  I have also seen many store owners do not opt for the migration process because it adds more time and money to the project. The way I see it,  not migrating data over to a new platform is very costly and time consuming exercise. If your past customers have to call you to inquire about their lost data , it is a cost to the business as the customer service team will have to spend time investigating and responding accordingly. 

    So, what does it take to make the entire shift seamlessly?

    So every migration has a dry run, sort of like a dress rehearsal. We migrate once, see how it’s mapping the data, make sure all the necessary data is migrated, then we get the confirmation. A migration plan follows where we migrate all the completed cancel data which is less of a priority but still important. Just before we go live, we migrate the transactional data, incremental data from that point onwards to make things smoother and faster

    Ok, so how would this ultimately benefit an e-Commerce business looking to migrate?

    A great part of this is that we have extensive hands-on expertise when dealing with a large amount of data. We know the level of detail and understanding required for everything to be mapped comprehensively. This level of experience is quite rare in most digital marketing agencies. Having a deep understanding of both Magento and Shopify is one of our key strengths because we’ve had great opportunities to build stores on both platforms from scratch. Plus we’re stickler for details. We developed our planning process unique to our experience and provides a really thorough analysis that mitigates risk. This helps clients understand the outcome so there wouldn’t be any surprises.

    Sounds like the level of insight and details have resulted in some very happy clients!

    Haha, yeah! We’re super fortunate, and really thankful to be able to help our clients in a thorough way. Seeing that we’ve been a part of their growth makes me really proud.

    Get your Shopify Migration consultation today

    Book a free Strategy Session with a certified Shopify Partner.

    Enquire Now

    Woocommerce vs Shopify Ongoing Costs Comparison [2020 Update]

    Currently evaluating whether you should make the move from Shopify to Woocommerce? To help clear things up from a financial standpoint, we put together a comparison table of ongoing costs between the two platforms.

    There are few things to consider when making a decision to migrate platforms, one of them being the difference in ongoing costs. You might be thinking, WordPress is free, right? While Shopify charges a monthly fee and takes a % of store earnings.

    Not quite.

    To clear up these misconceptions, our team has put together a detailed side-by-side cost breakdown between Woocommerce & Shopify to keep you best informed on the financial aspects of your decision.

    Woocommerce vs Shopify Ongoing Costs Comparison Table


    1. $ amounts are AUD unless indicated otherwise
    2. WordPress Fees are industry average based on comparative specifications

    WordPress + Woocommerce Shopify $29USD/month plan recommended Shopify $79USD/month plan
    Monthly Fees $0 $29USD $79USD
    Web Hosting with CDN (Cloud Delivery Network) $50-90 per month
    SSL $50-200 per annum
    Web Maintenance (Platform & Plugin Updates) $99-$300 per month
    KnownPaid Plugins E.g. Advanced versions of Yoast SEO or WooCommerce Many free and out of the box features to use. For Paid Shopify plugin, majority charge a monthly fee, and are fully maintained
    Payment Gateway Fees PayPal
    Australian2.6% + $0.30
    International/Amex3.6% + fixed fee

    Australian1.75% + $0.30
    International/Amex2.9% + fixed fee

    AfterPay ~5% seller fee

    ZipPay ~2-4% + $0.15
    Shopify Payments (includes Apple Pay Google Pay)
    Australian1.75% + 30¢
    International/Amex2.9% + 30¢

    PayPal, AfterPay, ZipPay No additional fees
    Other payment gateways Additional 2% Fees
    Shopify Payments (includes Apple Pay Google Pay)
    Australian1.6% + 30¢
    International/Amex2.8% + 30¢

    PayPal, AfterPay, ZipPay No additional fees
    Other payment gateways Additional 1% Fees

    Detailed Shopify Fee Pricing – https://docs.google.com/document/d/10ztk3eFtZrLeHGB5C_s1VDS5CIgFKaFFrKybyfVhSYY/edit?usp=sharing

    PayPal Fees – https://www.paypal.com/au/webapps/mpp/paypal-seller-fees

    Stripe Fees – https://stripe.com/au/pricing

    In summary, with what you get within Shopify’s monthly fees, the equivalent WordPress + Woocommerce option ends up becoming a lot costlier. 

    The difference with WooCommerce is that a lot of these costs are hidden. For example, the % payment fees would have been charged out at similar rates through the payment gateways installed on WooCommerce. Without seeing the full cost picture, a lot of business owners make the wrong decision thinking it was cheaper to go with the WooCommerce option, giving up all the other benefits you get out of Shopify on this basis. We hope this pricing research keeps you better informed when evaluating your options.

    Get your Shopify consultation today

    Book a free Strategy Session with a certified Shopify Partner.

    Enquire Now

    20+ Shopify Apps To Boost Your E-Commerce Store in 2020

    Shopify is a great starting point if you are new to eCommerce and launching your own products. With over a 1,000,000 businesses in 175 countries, Shopify provides undeniable reliability to you and your customers. The Shopify App store is where you go next after starting your store. This is where you will collections of useful add-ons for your business and digital marketing needs.

    This can be daunting at first, but we have hand-picked 22 apps from Email Marketing, Product Recommendations, Social Media Marketing to Countdown Timers that have reliable support, easy to use and mostly free.

    1. Free Shipping Bar
    2. Wishlist Plus
    3. Instant Search +
    4. LimeSpot Personalizer
    5. Personalised Recommendations
    6. SEO Site Audit, Benchmark Hero
    7. Facebook Shop Channel
    8. Instagram Channel
    9. Facebook Chat Box – Live Chat
    10. Facebook Ads and Instagram Ads
    11. AfterShip
    12. Shipway
    13. Instafeed
    14. Email Template Creator
    15. Seguno: Email Marketing
    16. Yotpo: Product & Photo Review
    17. Swell Loyalty & Rewards
    18. Weglot
    19. Ultimate Countdown Timer
    20. Easy GDPR + Cookie Bar
    21. Superchargify – AMP + PWA

    1. Free Shipping Bar

    Free Shipping Bar displays your free shopping offer in a slide out and customizable bar. It is configurable for display in different pages and auto- detect visitors local currencies and convert the free shipping amount with real-time exchange rates. Responsive for all screens, you can edit your message with emojis and add curated bar background images to increase more conversions.

    2. Wishlist Plus

    Wishlist Plus offers shoppers the option to bookmark their favorite items and pick up where they left off when they return. Shoppers can save their items without login required and receive nudges such as ‘low in stock’ or ‘price dropped’ for favorited products. A great app to bring shoppers back into your store.

    3. InstantSearch+

    Search is an important tool that many eCommerce stores overlook, and with InstantSearch+, you can take a smarter approach to AI-based Search to significantly boost conversion. Equipped with Mobile Search, Instant Search & Autocomplete, Typo & Autocorrection and many more InstantSearch+ also provides insightful search analytics to what your customers are looking for.

    4. LimeSpot Personalizer

    For a more personalized or customer-tailored eCommerce store, LimeSpot Personalizer provides product recommendations and cross-sells across the web, mobile and ad channels. Customize product layouts with the Visual Editor and run A/B/n Test to improve performances of pages. You will be able to track your ROI with real-time analytics from the efficiency and performance of each recommended placement on every page.

    5. Personalized Recommendations

    Another great personalization app is Personalized Recommendations that adds common product upsells such as Related Products and Frequently Bought Together. Extra features include Email Recommendations with Mailchimp or Klaviyo, and Analytics dashboard to track your sales.

    6. SEO Site Audit, Benchmark Hero

    With SEO Site Audit, Benchmark Hero you will have a complete and detailed site audit that will give you a deeper understanding to why your site is not generating the traffic you think it should. With each segment, the system will guide you through actionable items to improve your store’s performance.

    7. Facebook Shop Channel

    Do you want to reach more shoppers from Facebook? With Facebook Shop Channel, you can create collections and post on your Facebook timeline. With this seemless integration, you can manage, track and fulfill orders placed on Facebook.

    8. Instagram Channel

    With Instagram Channel, you can place your products on Instagram by way of photo tagging. You will be able to tag up to 5 products per photo and let shoppers checkout without leaving Instagram. To further the reach of your products, you can also use Instagram’s sponsored post ads.

    9. Facebook Chat Box – Live Chat

    Facebook Chat Box – Live Chat is a great way to provide quick customer service when a customer is browing through your website. This integration allows you to set up greeting messages and automatic response time, thereby enhancing customer experience. The app is a great way in improving your business and better understand your customers.

    10. Facebook Ads and Instagram Ads

    Facebook Ads and Instagram Ads integrates with Shopify with Socioh’s Branded Catalogs to add customization for your product advertising on Facebook and Instagram. With 100s of themed templates, you can add discount information, logo and relevant details all within minutes.

    11. AfterShip – Track & Notify

    AfterShip keeps your customers updated with their orders through an intuitive, customized tracking page and automated notification. AfterShip has over 450+ carriers covered and features a free sales tool – Automizely to add more sales and conversions to your business.

    12. Shipway – Shipment Tracking

    Shipway is another alternative to AfterShip with great tracking features. Customers can track shipment status of their order on your website and show shipment status details in real-time. After a successful sale, get order reviews and feedback from your customers to improve your store.

    13. Instafeed – Instagram Feed

    Instafeed is a great way to create social proof by displaying custom shoppable Instagram feeds on your Shopify store. You can display instagram content with tagged products on your posts, which will drive fresh new content to your store. Fully responsive, you can filter posts by way of hashtags and post up to 3 multiple feeds (Instagram Biz).

    14. Email Template Creator

    Email Template Creator makes designing emails easy with beautiful templates to choose from that you can tailor to your unique brand. The emails are mobile optimized and you can set personalized campaigns with up to 500 emails per month.

    15. Seguno: Email Marketing

    Seguno makes email marketing easier by integrating with the Shopify admin, mobile app and Marketing section. Optimize your automated emails with a pre-built library of automated touchpoints such as welcome, new purchaser, abandoned checkout and discount reminder. Track your ROI with detailed conversion reports which tracks the sales from your emails.

    16. Yotpo: Product & Photo Reviews

    Yotpo has been used by leading brands for review collection such as product reviews, ratings, site reviews and photo reviews. With Yotpo, you can build a powerful brand community and drive high-intent traffic by displaying ratings in organic search results with Google Ads.

    17. Swell Loyalty & Rewards

    Swell Loyalty & Rewards helps you build a loyalty and rewards program through repeat purchases, referrals and social engagement. Easy to use and fully customizable, grow your revenue through repeat customers as they are often likely to spend up to ten times more per transaction than first-time visitors.

    18. Weglot

    Translate your store easily with Weglot, and expand your customers from around the world. Weglot detects and translates all your content in any language and provides a unique dashboard to easily edit translation or order professional translations.

    19. ULTIMATE Countdown Timer

    ULTIMATE Countdown Timer provides a real time countdown timer for sales promotions, limited time offers and product launches. With 20+ customizable themes, you will be able to schedule start and end dates and times quickly with ease.

    20. Easy GDPR + Cookie Bar

    Easy GDPR + Cookie Bar helps your store stay compliant and possibly from data breaches by a fully featured GDPR compatible cookie banner. You will also get a Privacy policy template and allow your customers to modify their private data rights with ease.

    21. Superchargify – AMP + PWA

    Superchargify bring AMP (Accelerated Mobile Pages) and PWA (Progressive Web Application) to your Shopify store which boosts page loads and google search rankings. With PWA, your customers can now install your store as an app on their Android or iOS phone with preloading capabilities.

    If you would like to learn more on how Shopify Plus can convert more customers to your business, contact us and our team will provide the right solution to your needs.

    Social Media and Content Marketing Case Study: Stylerunner

    Stylerunner is an Australian online business specialising in women’s activewear. In the past three years, it has seen sales figures skyrocket, growing by a whopping 1736%. This is supremely impressive considering Australia’s limited market, and even more so when you consider that Stylerunner was launched in October 2012, and was a two-person operation. In the five years since, they have become the #1 women’s sportswear store in Australia (Stylerunner now have 64.1% of all online activewear sales in Australia).

    Immediately, what is most familiar to most visitors on Stylerunner is its unassuming, almost typical e-commerce store layout. This goes to show, simply, that having a fancy and unique design is often not necessary for success. Much of Stylerunner’s success has been attributed to their clever social media and content marketing strategies, over more “traditional” aspects of digital marketing. In this article, we’ll further explore this strategy Stylerunner employs.

    A Strong Social Media Presence

    Screen Shot 2017-10-05 at 2.27.01 PM-min

    In a short amount of time, Stylerunner has amassed 549k followers on Instagram, and 47k likes on Facebook. This is a staggering social media following, but it also begs the question: how did they get there?

    Unsurprisingly, founder Julie Stevanja asserts that Stylerunner’s success is largely attributed to a building a strong social media presence early. At this time of writing, their Instagram account has over 12,000 photos uploaded – for its five years that its been around, this would mean that they have uploaded an average of six pictures a day. This is no mean feat when you think about it: a quick glance through their Instagram reveals that each picture posted is high-quality and purposefully crafted for their target audience. This success from their Instagram marketing plan is apparent when you see that Stylerunner’s posts often enjoys a high level of engagement from their followers.

    Indeed, Stylerunner’s Instagram feed functions like a “mood board” of sorts, where appealing pictures are curated from different products and brands. This meticulously created Instagram feed is a great way to entice their target market into purchases, and also establishes them as authorities in the women’s activewear market.

    Building Relationships with Influencers

    Screen Shot 2017-10-05 at 4.50.00 PM

    Stylerunner is known to consistently maintain their relationship with influencers on Instagram by gifting them with free products or by reposting their fitness photos. This further solidifies Stylerunner’s position as a leading destination for women’s activewear, and also extends their reach with the support of influencers. In many cases, Stylerunner does not even pay for these “partnerships”. They simply repost pictures of their customers who use the hashtag #Stylerunner or have the official Stylerunner account tagged in their photos. This means promotion is essentially free – many Instagram users are more than happy to use hashtags if it gives them a chance to be “featured” on a popular social media feed.

    As Daniel Wellington has showed, a solid influencer marketing strategy is essential in many markets today – with the help of influencers, their business grew to $220M in revenue in just a year. Influencer marketing is especially important when you are in niches such as, but not limited to: Fashion, Grooming & Beauty, Sports, and Hobbies. However, it would be wise to exercise a degree of caution when utilising influencer marketing, as guidelines for transparency are much more stringent today than they used to be.

    A Dedicated Content Marketing Plan

    Triple-White is Stylerunner’s online magazine, dedicated to fitness, fashion, health and beauty, and tech. Stylerunner has created an entirely different domain for their content marketing efforts. With the wide range of topics and substantial content on the website, it is easy to see the aggressive content marketing strategy at play. The site also serves as an effective sales funnel – articles on fitness and fashion frequently promote products sold on Stylerunner.

    Screen Shot 2017-10-10 at 1.56.30 PM

    In addition to these style and fitness topics, Triple-White also dedicates a fraction of their writers’ efforts on healthy recipes, tech gadgets and apps, celebrity interviews and their workout routines. Writing about these topics do not usually allow for promotion of their activewear products, but they do it nonetheless. The reasons for doing so are simple. Writing about a wide range of topics that appeal to your target demographic helps in many ways:

    • Generating organic search traffic from long-tail keywords, and consequently, traffic to Stylerunner (via sales funnels)
    • Establishing Stylerunner as an authority site for activewear, style and fitness, and health – in the same demographic
    • Generating traffic via social media shares and likes, with the potential for good content to go viral

    If you do not already have one, a content marketing plan is absolutely essential for e-commerce, for the reasons listed above.


    Often, it can be too easy to get caught up in SEO/SEM strategies, and on-page optimisation in order to generate traffic and revenue. While they should still be the bread and butter of any e-Commerce business, it could be worthwhile to implement a highly aggressive social media and content marketing strategy. One of the main benefits is that this could greatly boost your  brand name and recognition much more effectively than SEO-related plansm which tend to have you aiming for product or industry-related keywords. When you have a brand name as recognisable as Stylerunner, you no longer have to worry about being at the mercy of Google and their ever vacillating search algorithm.

    Interested in implementing a digital marketing strategy for your e-Commerce business? Web Design Market has all you need to succeed in the ever-changing digital landscape. Contact us today for a free quote!

    Amazon is coming to Australia: Five tips to prepare your business

    With plans to begin operating in Australia by the end of 2018, Amazon’s arrival heralds a new era for Australian e-commerce and retail. Long established as an e-Commerce juggernaut, Amazon’s instantly recognisable brand name and their formidable logistics abilities are expected to pose a major threat to many retail stalwarts in Australia – household names such as Woolworths, Myer, Coles and Kmart are all gearing up for battle. It is clear that the majority of brick-and-mortar retailers in Australia will be feeling the brunt of Amazon’s arrival  – with retail sales projected to experience a significant decline in the coming years. However, what is less certain is how Amazon will affect the e-commerce landscape in Australia.

    At Web Design Market, we are dedicated to helping our clients grow and expand their businesses on the online front. Amazon’s expansion Down Under will no doubt change our clients’ businesses in many ways. This article therefore serves to help business owners understand the impact of Amazon’s arrival, and also how they can prepare for a more competitive online retail landscape.

    Understanding the Amazon Threat


    Currently, many Australian businesses are either unaware, or unfazed by Amazon. In Commonwealth Bank’s recent Retail Insights report, it was found that only 70% of retailers were aware of Amazon’s plans for Australian expansion. Of this 70%, only 14% had a strategy ready for the challenge ahead of them; this means that less than 10% of retailers in Australia are adequately prepared!

    This is very worrying when you consider the changes that are likely to come about as a result of Amazon’s arrival. To put the threat into perspective, let’s look at some facts and figures. Market research by Slice Intelligence has shown that Amazon is absolutely dominating the online retail market in the United States: In 2016, a whopping 43% of all online retail sales were done via Amazon –  total net sales of $136 billion in 2016.  And that’s just in the United States.

    In Germany, Amazon’s second largest market, retailers such as Zalando and Otto are now far behind while Amazon holds 13.1% of the e-commerce share. German retailer Otto now comes in second, with just 3.8% of the e-commerce market share.

    As a consultant for Amazon Australia was recently overheard saying, “[Amazon is] going to destroy the retail environment in Australia“. As brash as that statement sounds, how true is it? What, exactly, would happen to the Australian retail and e-commerce landscape when Amazon arrives? Analysts and experts can only predict the full extent of the impact, but here are some things we are certain of.

    1. Prices will fall

    Amazon’s arrival means that many products will become cheaper. We expect Amazon to undercut local retailers for their products – as they have been known to do so in the past. The online giant will no doubt be willing to post losses in exchange for gaining a foothold in market share, which will also likely lead to price cuts at other retailers as they try to stay competitive.

    2. Expectations for shipping and order fulfilment will change

    Amazon is known for its Prime service – with free shipping on millions of items that can be as fast as two hours to certain locations. This will make a massive difference in the expectations of consumers in retail. Amazon’s supply chain management and level of automation in their logistic systems is unparalleled – smaller businesses in Australia may soon find it hard to compete with Amazon for Prime products that customers can receive on the same day, and with free shipping.

    3. Organic search traffic will be ‘siphoned’ by Amazon

    The Amazon domain name is one of the most trusted and authoritative on the internet. Amazon’s arrival means that smaller, newer e-Commerce retailers will suddenly have to compete with a website that dominates organic search results on Google. For local e-Commerce businesses, this can be very worrying, especially if they do not have a solid SEO/AdWords strategy in place. Many businesses may see a dip in organic traffic with Amazon dominating the front page of Google.

    Five Tips to Help You Compete with Amazon

    With the three points outlined above, it is not hard to see how many Australian businesses will struggle under Amazon’s enormous power. However, there are certainly effective strategies that business owners can put together at the moment that may allow them to maintain their competitiveness. These are five actionable strategies that we would recommend to all e-Commerce businesses in Australia. These five strategies will help you start preparing for Amazon’s inevitable arrival such that you won’t be severely affected when the time comes.

    1. Create an Amazon Seller account


    As the adage goes, “If you can’t beat them, join them.” Amazon’s arrival is bound to create some tough competition, so why not start selling your products with them? Amazon’s Seller program makes logistics a breeze. The Fulfilment by Amazon (FBA) program gives sellers the ability to ship their products to a fulfilment center, where Amazon will handle shipping, tracking, and returns. This may mean lower overheads for you, since Amazon will most likely be able to fulfil orders at much lower shipping rates. Products sold through the FBA program also have free Prime shipping, which is enticing to customers shopping on Amazon.

    In addition, selling your products on Amazon means a much greater exposure to your target markets. Amazon’s global reach means that your product can easily be introduced to a global market.

    2. Focus on building relationships with customer service


    Amazon is a massive corporation, and its size and scale means that they are unable to provide personalised customer service. There is bound to be a more corporate, robotic feel to their customer support. What a smaller business can do, then, is strengthen their brand identity by creating meaningful customer relationships. There are many ways to do this, and some creativity may be required, but one actionable task that every business can start with is to improve communication via social media channels: respond quickly to customer enquiries, and keep your customer base in the loop with updates, promotions, and deals.

    Businesses should now focus on going above and beyond in customer service – overdelivering on their promises. Stellar customer service and a strong brand identity are essential to creating an audience of loyal customers. Ultimately, this will help you stay competitive with Amazon more than anything else. Loyal customers purchase directly from you, and are also likely to spread positive word-of-mouth if they’ve had a good shopping experience. A smaller business with a reputation for fantastic customer support is likely to stick in consumers’ minds. The key here is to ensure that your customers feel like you care about them as a brand. A commonly-known fact is that customer retention is often much more profitable and cost-effective than customer acquisition, so keep this very important point in mind.

    3. Create and market a customisable product


    Something as simple as engraving your customer’s name on your product could be enough to keep them from jumping over to Amazon. Allowing your customers to customise and personalise your products is a great way to differentiate yourself from other competitors in your niche. Introducing personalised products have proved to be an effective strategy for boosting sales, and your customers are much more likely to recommend your products to their friends and family because of the “uniqueness” that your brand offers. Of course, it wouldn’t hurt to push your customers in the right direction – encourage them to share their customised products. You should also consider having “templates” set up for customisation, as it may be less daunting to a customer if they don’t have to create an entire design from scratch.

    An under-looked benefit of introducing personalised items in your niche is that you can often glean valuable insights on consumer preferences – for example, if a particular colour combination for your customisable dress-shirts is doing especially well, you may consider introducing it as a mainstay in your product line.

    4. Become an “authority” in your niche with content and email marketing


    One thing that Amazon lacks is dominance over niche markets. Their strategy of dominating the entire online retail space means that they will never be considered a premier/specialised retailer for any specific type of product. This is where you can come in: users who tend to make more careful purchase decisions would prefer to buy from a specialised website with good product recommendations and a wide selection. Therefore, by focusing on your specific niche and providing relevant and valuable content, you can establish thought leadership that will pay dividends in the long run. Content marketing is especially effective in this regard; for example, you can provide value to your audience on your social media channels by sharing informative and relevant content. We would also suggest incorporating other tasks in your content marketing strategies, such as writing regular blog posts, creating infographics and editorials, and regular email newsletters packed with interesting and creative content. Remember to show off your expertise in your field/market, and your brand could potentially go viral with the right content.

    By establishing yourself as an authority in your niche, you can build a loyal online following that will trust your product selection and recommendations, and also return to you for repeat purchases.  Here are some examples of successful content marketing campaigns that may give you some ideas.

    5. Offer free shipping and attractive promotions


    This last tip is the most obvious, but should not be underestimated. Many argue that free shipping is essential to surviving in today’s online retail environment – if you do not offer free shipping on all or selected products on your e-commerce site, you may quickly find throngs of online customers moving on to a platform that does – case in point, Amazon.

    However, we understand that this is not suited to all businesses. Perhaps you have products that are costly to ship. You can still adapt, however, by providing attractive discounts and deals, or by offering super-speedy shipping. The key here is to provide massive savings or value that you think would be enough to retain customers.


    To the average business owner, it may be very daunting and scary knowing that Amazon’s arrival in Australia will bring about massive changes. However, we strongly believe that a solid marketing plan can overcome many of the challenges ahead. We hope that this article has helped you better understand the threats many businesses are about to face, and how they can adapt to it. This article was not intended to be the be-all-end-all of competing with Amazon, but rather, a quick primer on the many strategies that businesses can explore to strengthen their brand in the face of an e-commerce Goliath.

    In this regard, Web Design Market can certainly help with your digital marketing strategies; we have proven results from a large variety of clients. Contact us today for a free quote!

    AfterPay, zipPay, zipMoney, OpenPay, Sezzle: Choosing the Right “Buy Now, Pay Later” Program for Your Online Business

    With the recent introduction of “buy now, pay later” (BNPL) solutions in Australia, many businesses are now scrambling to integrate these programs with their online front. While these services can be very beneficial for increasing sales revenue, there are now enough options out there that merchants can be confused as to which would best integrate with their business. This article will analyse the different “buy now, pay later” programs that are currently operating in Australia, with a detailed breakdown of each service.

    Why integrate “Buy Now, Pay Later” services? 

    Layby payment options have existed for a long time in brick-and-mortar stores, but this often carries significant risk for the retailer. This is where BNPL services come in: companies such as ZipPay provide customers with an alternative payment option: they can decide to pay for their online purchases over a period of time. For example, sites like AfterPay Australia, customers pay with fortnightly instalments. These services are usually integrated with your online store, with the option to use them at checkout.

    The main benefit of such services is that they have the potential to substantially increase your sales revenue. As has been the case since the advent of e-Commerce, the more checkout options are available to the customer, the better your web conversion rates will be. Compounding on this simple reason is the fact that these new BNPL payment options can lead to a significant difference in a customer’s purchase decision – many merchants who have integrated AfterPay have seen an increase in their Average Order Value. At the same time, these service providers take on the risk for the timed payments, and charge the merchant a small fee for their trouble.

    Afterpay vs zipPay vs zipMoney vs OpenPay vs Sezzle

    With that in mind, now comes the tricky part for many merchants: deciding which service to use. Understanding the pros and cons of each service is crucial, as each service has differences that make the choice significant enough to affect your online business.

     At the moment, there are five companies offering Buy Now, Pay Later solutions in Australia:



    Afterpay gives customers the option to pay two weeks later, and in four fortnightly instalments – the first instalment payment is immediate for first-time users and for orders amounting to $500 or more. Instalments are charged directly to the customer’s credit/debit card, and Afterpay charges a $10 late fee for instalments unpaid.



    Afterpay offers integration with many e-Commerce back-ends: Shopify, Magento, WooCommerce, Neto, IslandPacific, Infinity, Futura4Retail, and Commerce Vision. Integrating Afterpay with these platforms is relatively easy. For example, integration with WooCommerce simply involves installing a plugin.

    After integration, the option to pay with Afterpay appears on your product pages, like this:

    Screen Shot 2017-09-07 at 11.30.58 AM

    In addition, Afterpay has a technical support team of specialists who can easily assist you with integration and maintenance.



    Afterpay charges 30 cents per transaction, plus 4-6% of the order value. This is higher than credit card companies and most other BNPL services.


    On the other hand, customers do not pay any fees or interest for their purchases.

    ZipPay and ZipMoney



    ZipPay and ZipMoney are affiliated companies that offer very similar interest-free BNPL services, but with some basic differences.

    For one, ZipPay functions like Afterpay, charging a small percentage of the total order value to the merchant. The difference here is that ZipPay is designed for smaller purchases (under $1000), while ZipMoney is targeted at merchants and retailers who sell more expensive products and services (such as educational courses, digital cameras, furniture etc). ZipMoney allows for purchases up to $10,000, which is significantly higher than with ZipPay. Therefore, the fee structure and procedure for these two services differ significantly.

    ZipPay has no fixed instalment payment plan, which means a customer can choose to pay via weekly or monthly instalments. Customers are required to pay at least $40 a month for their purchases.


    Both ZipPay and ZipMoney are easily integrated with e-Commerce platforms such as Shopify, WooCommerce, BigCartel, and more. In addition, as with most of these new BNPL startups, ZipPay & ZipMoney have a technical support team ready to assist retailers with integration.

    Like Afterpay, the option for ZipPay/ZipMoney appears on your product page like so:

    Screen Shot 2017-09-07 at 2.17.43 PM

    Screen Shot 2017-09-07 at 2.19.09 PM

    ZipPay and ZipMoney: Note the price difference between these two items.




    ZipPay charges 15 cents per transaction, plus a 2-4% commission fee to its merchant, which is noticeably lower than AfterPay.


    ZipPay is interest-free for customers; however, they will have to pay a “maintenance” fee of $5 if they have an outstanding balance at the end of each month.



    ZipMoney has comparatively stringent requirements for merchants – to be eligible, they are required to have had a revenue of at least $500,000 for the last financial year, and must be in operation for 12 months or more. In addition, ZipMoney fees vary based on the interest-free period chosen by merchants. For example: A merchant who chooses to integrate ZipMoney on their webstore with a 3 month interest-free payment plan is charged a 3% fee, and 6 months of interest-free payments would incur a 5% fee, and so on.


    Unlike ZipPay, ZipMoney charges the customer an interest rate for purchases. Also, ZipMoney customers are subject to credit checks, while services like Afterpay do not require any.



    Openpay is a relatively new BNPL startup – at the time of writing, their service is offered on a small handful of online retailers. The service shares many similarities with AfterPay and ZipMoney/ZipPay, and can be thought of as having a combination of features of the two. OpenPay has a purchase limit of $10,000, and also allows for a longer financing term of up to 12 months.


    Currently, OpenPay only supports integration with WooCommerce and Magento. Since the startup is relatively new, we can expect integration with more e-Commerce platforms in the near future. From what we’ve found, payment options with OpenPay appear only upon checkout:

    Screen Shot 2017-09-07 at 3.01.57 PM



    Openpay does not reveal the fee structure for their service; at the moment, they determine rates based on the type and size of your business.



    OpenPay offers interest-free payments for customers. However, late fees apply, and customers have to pay a nominal fee of $2-3 for long-term financing options.



    Sezzle is a Minneapolis-based company founded in 2016, with their services currently used by around 700 online retailers. In November 2018, Sezzle lined up a $100 million line of credit from investment firm Bastion, so expect further growth from this startup.


    Currently, Sezzle supports integration with Spotify, WooCommerce, Magento, and Salesforce Commerce Cloud, with plans to add Big Commerce and 3D cart to its list soon. At check-out, consumers who are first-time Sezzle users will fill out their details, after which Sezzle will determine their creditworthiness based on the bank account, cash flow, fees charged and so on.



    Sezzle charges 6% + 30cents per transaction. For each transaction, the merchant receives the full payment upfront, unless otherwise agreed. As Sezzle is a US-based company, transactions are processed in USD, and currency exchange rates will vary.


    Sezzle offers interest-free payment plans with four instalments; the first payment is charged at checkout, with the remaining payments charged every 2 weeks. However, a $10 fee applies to failed payments, as well as a $5 fee for rescheduled payments.

    The Breakdown

    Service Provider

    Payment Plans Merchant Fees e-Commerce Platforms

    Credit Line


    Fixed; four Fortnightly interest-free payments 30cents plus 4-6% of total order value WooCommerce, Shopify, Magento, Neto, IslandPacific, Infinity, Futura4Retail, Commerce Vision

    Up to $1200


    Flexible (weekly or monthly); interest-free payments, minimum $40 a month 15 cents plus 2-4% of total order value

    WooCommerce, Shopify, Magento, Neto

    Up to $1000


    Three-month guaranteed interest-free payments

    Varies depending on interest-free period (e.g. 3% for 3 month interest-free)

    WooCommerce, Shopify, Magento, Neto

    Up to $10,000

    OpenPay Interest-free payments, small fee for long-term payments (up to 12 months) Varies, by consultation WooCommerce, Shopify, Magento

    Up to $10,000

    Sezzle 4 interest-free payments spread over 6 weeks  6% + 30cents per transaction WooCommerce, Shopify, Magento, Salesforce Commerce Cloud, Big Commerce (Coming Soon), 3DCart (Coming Soon)


    At the moment, ZipPay and Afterpay are the most commonly used BNPL services in Australia. While Afterpay charges a substantially higher fee on their services, they feature a wider range of integration options with e-Commerce platforms, and are now accepted at a wide variety of major retailers and webstores, such as Big W and Myer. OpenPay is currently heavily focused on offering their payment plans at physical stores, but this could change soon as they hope to expand their portfolio of online merchants. Sezzle is an emerging player in BNPL services; while mainly used by US-based retailers, Australian retailers could benefit if they are looking to capture North American customers.

    With all that has been said, there is no one-size-fits-all solution for your e-Commerce business: this depends on several factors such as your product offering and target market/demographic. We hope this article serves its purpose as a quick primer on this new component of e-Commerce that is quickly becoming essential to improving sales. If you are interested in integrating a BNPL service with your online business, why not contact us today for a free quote and consultation?

    7 Ways to Reduce Cart Abandonment

    Why are your shopping carts not converting? According to Baymard Institute, 67.45% of online shopping carts are abandoned.

    cart abandonment.jpeg

    Needless to say, shopping cart abandonment is a big problem. Why do shoppers leave without paying? There are a few possible reasons:

    • Presented with unexpected costs – 56% of shoppers claim that unexpected costs is the reason they leave without completing their purchase. When they decide to checkout, they were most likely presented with additional fees and charges that weren’t listed on the product page, therefore, the product doesn’t seem as hot to them anymore.
    • Website crashed or was too slow to load- Many online retailers host their websites on poor performing servers, leading to slow website loading and crashes. If this is the case, you would want to switch to a reliable web host to sell your products.
    • Price presented in a foreign currency- It is really important that you display, or provide the ability to show, what the cost will be in the shopper’s local currency. This will help save your customers’ time and hassle of wondering what the exchange rate will be and how much it is actually going to cost them. As most online retailers are now accepting international orders, it is important to keep up with the competition.

    Methods to help make your checkout more effective:

    cart abandonment 2

    1. Show Images

    Clear thumbnails of the actual items will provide a clear picture to customers.

    2. Display Security Logos

    The Statistia study showed that 17% of shoppers don’t purchase because they are concerned about security. In a test published by Get Elastic, an online retailer found that by placing a security badge on their site sales increased 4-6%.

    3. Make Editing the Cart Easy

    Shoppers don’t want to be locked in to the checkout page. If they made a mistake in their selection or need to edit it for some reason make sure it’s easy for them to do so.

    4. Offer Different Payment Methods

    Consider offering payment by Visa, Mastercard, American Express and Paypal as well as other payment solutions depending on the audience and demographic. FreshGigs reported a 15% increase in their checkout process simply by enabling the option to pay with American Express, which wasn’t offered out of the box with their payment processor.

    5. Avoid Registrations

    One of the biggest turnoffs in some checkout processes is being forced to register on the website in order to complete the purchase. A study by User Interface Engineering showed a 45% increase in customer purchases when forced registration was removed from the checkout page.

    6. Offer occasional Free Shipping

    A Deloitte study found 69% of shoppers are more likely to shop with online retailers who offer free shipping.

    7. Offer Price Guarantees and Refunds

    Offering a price guarantee you give the shopper confidence and peace of mind to the shopper’s experience.

    Many online retailers are losing money daily due to cart abandonment. By implementing the techniques mentioned above, you can get more shoppers to complete your checkout process the first time. Also bear in mind that there will always be cart abandonment, hence, your goal should be directed to increase sales instead of converting every lead. Good luck!

    Contact us for more information on e-commerce development. As a full-suite digital agency, we can set up your online business or implement improvements that will optimise your customer’s online shopping experience.


    Baymard.com. (2017). 37 Cart Abandonment Rate Statistics – Cart & Checkout Usability – Baymard Institute. [online] Available at: https://baymard.com/lists/cart-abandonment-rate.

    2016, O. (2017). Shopping cart abandonment rate by industry 2016 | Statistic. [online] Statista. Available at: https://www.statista.com/statistics/457078/category-cart-abandonment-rate-worldwide/.

    6 Reasons Your E-Commerce Website Isn’t Converting

    Your e-commerce website is up and running but you’re not seeing the conversion results that you want. Here are a few reasons that might be happening, from your homepage to checkout:

    1. Your homepage isn’t optimised.

    With your home page functioning as your store front, it’s important to create a good first impression. An outdated design, for example, might lessen trust and undermine the authority of your brand from the get-go. Additionally, if your copy is too dense or not easily scannable, customers might find it difficult to get the information they are looking for.

    2. Your website is slow

    This is an obvious point but one worth looking at. If your website takes too long a time to load, impatient customers will simply search for a quicker website for the products they want.

    3. Your checkout is too time-consuming.

    If you’re requesting too much unnecessary information from the customer, it’s asking for more effort, hence creating another obstacle to purchase. Too many steps at checkout might also cause customers to drop off at some point. At the same time, the process to “Add to cart” should not be confusing.

    4. There are not enough payment options.

    You might be losing out customers at the last step of checkout, when they get to the payment stage but your only option is a credit card. With the plethora of online payment options that are available, customers might be looking for Paypal or even direct debit from their bank account.

    5. Your product descriptions contain insufficient information.

    You might not be providing enough information for customers to make a decision to purchase. Conversely, your product descriptions could just be a copy-paste from manufacturers, and there are not enough unique descriptions between products.

    6. Your website has poor user interface.

    Whether customers are looking to browse or purchase a specific product, it can be annoying when certain products are hard to find. Taking the time to think through your user interface from the perspective of a customer will lessen the stumbling blocks throughout the shopping journey, from research to checkout. This includes the layout of your website, your navigation structure, and your product categories.

    The Takeaway

    These are several reasons why your ecommerce website isn’t converting. They should be adapted to fit your brand, product types, and target audience. The main purpose of an ecommerce site would be to make the shopping journey as user-friendly as possible to achieve the results you want.