{"id":12256,"date":"2025-02-13T07:00:00","date_gmt":"2025-02-13T15:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=12256"},"modified":"2025-04-25T09:52:38","modified_gmt":"2025-04-25T09:52:38","slug":"small-business-ecommerce","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/small-business-ecommerce\/","title":{"rendered":"Small Business Ecommerce: How to Compete with Big Enterprise"},"content":{"rendered":"\n<p>The internet is loud \u2014 especially for a <a href=\"https:\/\/www.salesforce.com\/eu\/small-business\/what-is-an-smb\/\">small or medium-sized business (SMB)<\/a>. And, if you\u2019re a small ecommerce business competing with large enterprises, you\u2019ll face plenty of David vs. Goliath moments. However, there\u2019s space for everyone; commerce business owners expect online purchases to drive a significant revenue increase in the next two years. Our research proves that around <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-commerce\/\">53% of customers prefer to engage digitally<\/a>. But can small businesses implement a successful ecommerce strategy with limited time, budget, and resources?&nbsp;<\/p>\n\n\n\n<p>The answer is yes \u2014 and to help you grow your own digital storefront, we\u2019re sharing some practical tips.<\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Grow your online business faster<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Unlock revenue at every ecommerce touchpoint with AI-driven actions, personalised experiences, and streamlined operations. <\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/eu\/form\/commerce\/commerce-cloud-overview-demo\/?nc=701ed00000MuhYfAAJ\">Watch the demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/commerce-cloud-demo.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/commerce-cloud-demo.png 768w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/commerce-cloud-demo.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/commerce-cloud-demo.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-five-tips-that-ll-give-your-ecommerce-smb-an-edge\">Five tips that\u2019ll give your ecommerce SMB an edge<\/h2>\n\n\n\n<p>Did you know that ecommerce market in the U.S. will reach a whopping <a href=\"https:\/\/www.statista.com\/statistics\/273957\/number-of-digital-buyers-in-the-united-states\/\" target=\"_blank\" rel=\"noreferrer noopener\">333.5 million users by 2029<\/a>? It&#8217;s a no-brainer that <a href=\"https:\/\/www.salesforce.com\/eu\/commerce\/what-is-ecommerce\/\">ecommerce<\/a> is here to stay. As a small ecommerce business competing with large enterprises, you should rely on the winning trifecta: content, data, and customer experience. Here are five tips that&#8217;ll help you stand out:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-use-ai-to-track-metrics-and-get-ahead\">1. Use AI to track metrics and get ahead<\/h3>\n\n\n\n<p>Although your <a href=\"https:\/\/www.salesforce.com\/eu\/small-business\/how-to-write-a-business-plan\/\">business plan<\/a> evolves over time, the metrics for your ecommerce success stay the same. Stay on top of these metrics to uncover actionable insights with <a href=\"https:\/\/www.salesforce.com\/eu\/artificial-intelligence\/\">artificial intelligence (AI)<\/a>. When you understand how your business performs, it\u2019s easier to find opportunities and areas for growth, and to budget for continued success.<\/p>\n\n\n\n<p>Discover where there\u2019s room for improvement and how to adjust your <a href=\"https:\/\/www.salesforce.com\/eu\/commerce\/ecommerce-strategy\/\">ecommerce strategy<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Drive traffic to your website or channel<\/strong>. Determine how shoppers find your site \u2014 organic search, paid advertising, or social, using tools like <a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/google-analytics-basics\/get-started-with-google-analytics\">Google Analytics<\/a>, Meta Business Manager, or your <a href=\"https:\/\/www.salesforce.com\/eu\/crm\/what-is-crm\/\">customer relationship management (CRM) <\/a>tool. Once you know your website traffic, you can focus on getting more. For example, if most people find you through organic search, you can double down on your <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/seo-for-startups\/\">SEO strategy<\/a> or supplement it with a paid advertising campaign.&nbsp;<\/li>\n\n\n\n<li><strong>Know your conversion rate.<\/strong> <a href=\"https:\/\/www.salesforce.com\/eu\/commerce\/metrics\/\">Conversion rate<\/a> is the percentage of visitors who purchase a product or fill out a form on your site. It measures how many visitors place an order. Compare this number against the industry average to determine whether your products or services are competitive. <a href=\"https:\/\/help.salesforce.com\/s\/articleView?id=mktg.mc_es_conversion_tracking.htm&amp;language=en_US&amp;type=5\">Track your conversion rate over time with your CRM<\/a> to identify trends and act on them quickly. For example, if your conversion rate drops suddenly, there could be an issue with your checkout workflow or site performance.&nbsp;<\/li>\n\n\n\n<li><strong>Boost your most popular products. <\/strong>To find this out, obtain the average number of <a href=\"https:\/\/www.retaildogma.com\/units-per-transaction\/\" target=\"_blank\" rel=\"noreferrer noopener\">units per transaction (UPT)<\/a> \u2014 the average number of products customers purchase in a single transaction. Aim to increase this number by offering discounts or recommending relative items that complement your shopper\u2019s primary purchase.<\/li>\n\n\n\n<li><strong>Track the total number of successful orders placed.<\/strong> Understanding this number is crucial as it can help you with inventory planning. Particularly when you\u2019re planning for high and low-demand seasons. You can track the number of orders using an <a href=\"https:\/\/www.salesforce.com\/eu\/commerce\/order-management\/system\/\">order management system<\/a>, payment gateway tools, or custom back-end tracking. A <a href=\"https:\/\/www.salesforce.com\/eu\/crm\/crm-for-small-business\/\">CRM<\/a> tool can be a great choice because you can track everything from one unified place.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-create-searchable-clickable-content-on-all-channels\">2. Create searchable, clickable content on all channels<\/h3>\n\n\n\n<p>Google processes over <a href=\"https:\/\/seo.ai\/blog\/how-many-people-use-google\" target=\"_blank\" rel=\"noreferrer noopener\">98,500 search queries<\/a> every second \u2014 that\u2019s 8.5 billion daily searches. Simply put, people are looking for products and services every hour of the day. To capture their clicks and get buyers in your <a href=\"https:\/\/www.salesforce.com\/eu\/small-business\/commerce\/\">small business ecommerce<\/a> pipeline, create relevant content through the lens of search trends, <a href=\"https:\/\/www.salesforce.com\/blog\/how-to-write-seo-content\/\">keywords<\/a>, and <a href=\"https:\/\/www.salesforce.com\/blog\/how-to-do-keyword-research\/\">search intent<\/a>. This will help you attract the right customers to your website and boost conversions.<\/p>\n\n\n\n<p>If you have a limited budget, consider free, open-source tools such as <a href=\"https:\/\/trends.google.com\/trends\/?geo=US\" target=\"_blank\" rel=\"noreferrer noopener\">Google Trends<\/a> and <a href=\"https:\/\/answerthepublic.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">AnswerThePublic<\/a> to understand emerging keywords and try incorporating them into your content. Review the results regularly and make updates to improve performance.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Did you know that about <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/ready-for-prime-time-the-state-of-live-commerce\" target=\"_blank\" rel=\"noreferrer noopener\">49% of internet users in the U.S.<\/a> prefer buying products from live commerce? As social channels become a larger piece of the ecommerce puzzle, pursue opportunities on Instagram, Facebook, and <a href=\"https:\/\/www.salesforce.com\/news\/stories\/salesforce-tiktok-partnership\/?amp\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok<\/a>. Live commerce \u2014 hosting live virtual events with shopping opportunities \u2014 blurs the line between entertainment and shopping, and it can be a lucrative channel for small businesses.&nbsp;<\/p>\n\n\n\n<p>Even if your audience size is small, you can use events for <a href=\"https:\/\/www.salesforce.com\/eu\/media\/fan-audience-engagement-platform\/guide\/\">audience engagement<\/a>. They offer multiple opportunities to engage with hot leads in real-time, answer live questions about your products and services, and demonstrate features.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-simplify-product-discovery-with-ai\">3. Simplify product discovery with AI<\/h3>\n\n\n\n<p>Driving traffic to your site may not be enough these days \u2014 you also need to convert your visitors into customers. Offering seamless shopping experiences by reducing unnecessary steps in your customer\u2019s shopping journey can drive high conversion and revenue.<\/p>\n\n\n\n<p>Create guided selling techniques like assessments or quizzes to encourage product discovery and help customers find what they\u2019re looking for. Engaging and creative content will help your customers visualise your products better. Celebrate customers by featuring user-generated content (UGC) from social media on your site.<\/p>\n\n\n\n<p>AI technologies like <a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/natural-language-processing-basics\">Natural Language Processing (NLP<\/a>), <a href=\"https:\/\/www.salesforce.com\/eu\/blog\/site-search-changes\/\">conversational search<\/a>, and visual search can significantly impact product discovery. As a small business, manually analysing data for insights can be time-consuming. AI takes the guesswork out of product recommendations and can automate merchandising. They can predict trends, suggest hyperpersonalised recommendations by understanding user preferences and behaviour, and provide real-time personalised support through tools like <a href=\"https:\/\/www.salesforce.com\/eu\/agentforce\/\">Agentforce<\/a>, customisable and easy-to-deploy AI agents.<\/p>\n\n\n\n<p>Customers indeed appreciate it: <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/\">60% are open to the use of AI<\/a> in customer engagement, including 66% of millennials.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d33a9100632&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d33a9100632\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcbCc29wHEpIB4rMxEWLEASFwTehoA1UAg2b5YeVjLG1EUsxenZc4AU0quv2BGJnEIDpWrHPLTRqIUtoPO47N3Zp9QJuSGncrnMT-SdCyjtW5aYjJlR2vuXSxC1mv-XETJxOO5T?key=0WvyNF0zctq6rxs7K9BEuIRo\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p><em>Source: <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/\">State of the AI Connected Customer, Seventh Edition&nbsp;<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-streamline-your-checkout-workflow\">4. Streamline your checkout workflow<\/h3>\n\n\n\n<p>The customer journey doesn\u2019t end at \u201cadd-to-cart\u201d \u2014 in fact, the cart is an entire experience in itself. Implement smart cart features through real-time cart updates and a wishlist. Add a quick checkout process, including a one-click checkout process, which auto fills your repeat customers\u2019 information like contact, shipping, and payment details, offering a seamless purchase experience.&nbsp;<\/p>\n\n\n\n<p>Offer a variety of payment methods to contribute to a better customer experience. Enable all major <a href=\"https:\/\/www.salesforce.com\/eu\/commerce\/online-payment-solution\/checkout-guide\/\">global digital payment<\/a> methods. Credit cards and mobile wallets such as Apple Pay, Google Pay, and PayPal will help increase your bottom line. In fact, <a href=\"https:\/\/newsroom.paypal-corp.com\/2020-01-14-PayPal-Increases-Conversion-Average-Order-Value-and-Net-Promoter-Score-for-Merchants\" target=\"_blank\" rel=\"noreferrer noopener\">PayPal converts 28% higher at checkout<\/a> when compared to other payment methods.<\/p>\n\n\n\n<p>With changing market conditions, consider the best method for getting your products to your customers. A connected in-store and digital inventory <a href=\"https:\/\/www.salesforce.com\/eu\/commerce\/order-management\/guide\/\">order management system<\/a> can help you offer <a href=\"https:\/\/www.salesforce.com\/blog\/retailers-prioritize-inventory-management\/\">buy-online-pick-up-in-store (BOPIS) and curbside pickup<\/a> at your local shop. Customers always appreciate ecommerce businesses that provide the most options.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-set-up-a-unified-commerce-solution\">5. Set up a unified commerce solution<\/h3>\n\n\n\n<p>Businesses often use multiple disconnected systems for order management, payments, and commerce, which leads to operational inefficiencies. Implementing quick-fix solutions creates fragmented operations, and your team will have to run helter-skelter to offer a smooth customer experience.&nbsp;<\/p>\n\n\n\n<p>But a unified commerce solution can fix this as it offers a 360-degree view of your business. You can build your online storefront using our easy to use and customisable <a href=\"https:\/\/www.salesforce.com\/eu\/small-business\/commerce\/\">Small Business Commerce<\/a> solution. It enables emerging and small ecommerce businesses with <a href=\"https:\/\/www.salesforce.com\/eu\/small-business\/marketing\/\">marketing<\/a>,<a href=\"https:\/\/www.salesforce.com\/eu\/small-business\/sales\/\"> sales<\/a>,<a href=\"https:\/\/www.salesforce.com\/eu\/small-business\/collaboration\/\"> productivity<\/a>, <a href=\"https:\/\/www.salesforce.com\/eu\/commerce\/online-store-platform\/\">digital storefronts<\/a>, and<a href=\"https:\/\/www.salesforce.com\/eu\/small-business\/service\/\"> customer service<\/a>. Everything you need to run and grow your ecommerce business comes with built-in guidance. And the best part? You can unify your data and systems and get started on day one.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.salesforce.com\/small-business\/commerce\/\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/blog\/wp-content\/uploads\/sites\/2\/2023\/09\/b2b-vs-b2c.png?w=500\" alt=\"B2B vs B2C Ecommerce: What\u2019s the Difference?\" class=\"wp-image-94346\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-going-big-as-a-small-business-ecommerce\">Going big as a small business ecommerce<\/h2>\n\n\n\n<p>Running an ecommerce business today is no easy feat \u2014 but watching your idea come to reality is worth the effort. Our <a href=\"https:\/\/www.salesforce.com\/eu\/small-business\/commerce\/\">commerce for small business<\/a> solution offers comprehensive support that can be customised as per your business needs. We&#8217;re your full-cycle business partner.<\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Grow your online business faster<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Unlock revenue at every ecommerce touchpoint with AI-driven actions, personalised experiences, and streamlined operations. <\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/eu\/form\/commerce\/commerce-cloud-overview-demo\/?nc=701ed00000MuhYfAAJ\">Watch the demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/commerce-cloud-demo.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/commerce-cloud-demo.png 768w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/commerce-cloud-demo.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/commerce-cloud-demo.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>If your SMB is thinking big growth, analyse this data to attract and retain the right customers and make them happy with every click.<\/p>\n","protected":false},"author":177,"featured_media":12266,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[65,421,59,422,32],"sf_content_type":[],"coauthors":[486],"class_list":["post-12256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","sf_topic-commerce-cloud","sf_topic-ecommerce","sf_topic-ecommerce-2","sf_topic-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Small Business Ecommerce: How To Compete with Big Enterprise<\/title>\n<meta name=\"description\" content=\"If your small business ecommerce is thinking big, analyze this data to grow the right customers and make them happy with every click.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/small-business-ecommerce\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Small Business Ecommerce: How to Compete with Big Enterprise\" \/>\n<meta property=\"og:description\" content=\"If your SMB is thinking big growth, analyse this data to attract and retain the right customers and make them happy with every click.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/eu\/blog\/small-business-ecommerce\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-13T15:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" 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