INTHEBLACK July 2020 - Page 34



F E AT U R E
// E - C O M M E R C E
IN THE ECONOMY OF THE FUTURE, A STRONG
ONLINE SALES PRESENCE WILL BE VITAL. YOU
DON’T NEED TO BE JEFF BEZOS TO PROFIT FROM
ONLINE SALES.
TIME TO
UP YOUR
ONLINE
SALES
GAME
STORY NIGEL BOWEN
38 ITB July 2020
AT A
GLANCE

Australia has
the tenth largest
e-commerce market
in the world, with
eight out of 10
Australians
shopping online.

The approach to
improving online
sales presence
involves four
key focus areas:
technology,
marketing,
payments, and
fulfilment.

It is also important
to stay abreast of
competitor
strategies, seek
expert advice and
be open to revising
strategy, if needed.
S
mall and medium-sized enterprise (SME)
owners can be placed in three broad groups
when it comes to their approach to online sales.
At one end of the spectrum are the luddites.
These are individuals who have made little attempt
to adapt to the digital economy, and are not about
to start.
At the opposite end of the spectrum are the
technophiles, who are early adopters of any shiny
gadget that comes along.
Between those two extremes lies a vast number
of SME owners – businesspeople who are aware
that e-commerce is of growing importance and feel
they should be doing more in that area, but can
never quite find the money, time or energy to take
significant action.
Five experts explain why SME owners in this
group should build an effective online sales
presence and how they can go about doing so.
THE CATALYST FOR CHANGE
Dr Meena Chavan is a former auditor who is now
a Macquarie Business School academic specialising
in small businesses.
intheblack.com July 2020 39

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