If you’re considering launching an e-commerce website or are looking to optimise the one you already have, you might want to consider going back to the basics.
Laying healthy foundations is key in launching a successful e-commerce and optimising your traffic, conversion funnel, or design. There are some questions you must ask yourself: Who are you selling to? What are you offering? And why should a customer choose you?
These questions might seem obvious, but they’re often overlooked. The result? Confusing e-commerce sites, weak messaging, and offers that get lost in the crowd. If you want to build a website that truly converts, you need to start with solid foundations.
Defining your target audience: clarity before quantity
Many e-commerce sellers try to appeal to as many people as possible. But this approach is often counterproductive. In reality, the more precisely you define your target audience, the more impactful your messaging becomes.
Take the time to think about your ideal customer.
- How old are they?
- Where do they live?
- What are they looking for when shopping online?
- Do they care most about fast delivery, product quality, ethical production, or price?
The more clearly you define this profile, the better your store will be able to meet their expectations in a seamless and convincing way.
Quick tip
Create a customer persona, i.e. a fictitious portrait of your ideal customer with first name, age, profession, buying habits and frequent objections. This will help you keep your strategic choices on track.
Clarifying your offer: simplify to be more convincing
A common mistake is trying to say everything, show everything, and sell everything all at once. But what actually convinces customers isn’t quantity – it’s clarity. In just a few seconds, your visitor should understand:
- what you’re selling,
- who it’s for,
- and why it’s useful or different.
Avoid vague, generic phrases like “High-quality products at affordable prices.” That doesn’t communicate anything specific. Instead, use clear messaging focused on the customer benefit:
“Zero-waste accessories for a more eco-friendly bathroom,” or
“Sustainable clothing for busy women, delivered in 48 hours.”
The clearer your offer, the more compelling it becomes.
Optimising Your E-commerce in 2025: How to sell more online, even if you’re not an expert
Identifying your difference: the decisive factor
Why would a customer choose to buy from you rather than someone else? This simple question is the foundation of your Unique Selling Proposition (USP).
It doesn’t have to be a groundbreaking idea. Your uniqueness might lie in a more human customer service experience, an ethical brand positioning, a well-curated product range, a distinctive tone of voice, or a smoother shopping journey than your competitors offer.
One of the best ways to uncover it: ask your current customers. Why did they choose you? What did they appreciate about their experience? Their answers are often eye-opening and far more genuine than any polished marketing pitch.
Remember: your real difference might not be what you’re highlighting. Sometimes, it’s in the small details – the ones that truly matter to your customers.
Tool spotlight: structuring your offer with Gezy
Once you’ve defined your positioning, the next step is to bring it to life on your website — and that’s exactly where Gezy proves its value.
With Gezy, you can structure your online store in a way that’s both intuitive and effective:
- Create clear, well-organised product categories,
- Personalise product pages based on your target audience’s expectations,
- Highlight your key selling points (shipping, service, added value),
- Optimise your pages for search engine visibility, all without needing any technical skills.
For small businesses, having a simple and reliable tool is a real growth accelerator. It frees up your time so you can focus on what truly matters: your customer and your offer.
In summary
- A successful e-commerce site always starts with a deep understanding of its target audience.
- A clear, specific, and distinctive offer is worth more than a thousand poorly positioned products.
- Your message should communicate your added value – not just your product catalog.