One of the big advantages that well-known brands have over SMEs is brand recognition, and that brand recognition speaks to trust. It is also much easier for big retailers to jump-into the eCommerce space when leveraging on their already established store footprint.
So, how can SMEs, who don’t have that big brand recognition or footprint, build trust for their online shops?
“There are a number of things SMEs can do, but it’s usually a combination of factors,” says Justin Drennan Co-Founder at ParcelNinja. He gives the following tips:
- Advertisement -
- Contact details, such as numbers, addresses and physical location on your website are a must.
- Speedily respond to email and social media queries.
- Make use of reviews, Google My Business and other trusted platforms, such as Hello Peter.
- Social presence and proof, such as a Facebook community, all lend itself to building the trust factor and reduces your cost of acquisition.
- The initial or first transaction is always the one people are reluctant to do. One way of getting around this is to reduce margin on the first transaction to get the person over the first transaction hurdle. This does make the first transaction the most expensive, but if you deliver on your promise, there is a reduced future effort, because you have built and cemented the trust.
- You can also leverage well-known websites, for example Takealot marketplace.
- Always choose trusted partners to work with. These include payment providers and delivery services. Use trusted payment logos on your site.
- Make sure you adhering to the POPI law and ensure that consumers’ information is secure.
- Deliver what you promise!
“All of these factors help to drive trust. As the eCommerce community, we all need to work together to cement that trust, and that consumers feel comfortable shopping online,” Drennan concludes.
- Advertisement -
