19 Most Common eCommerce Mistakes to Avoid in 2023 [Updated]

John Ahya
John Ahya

March 23, 2021

4 Mins Read

Last Updated November 09, 2023

Common eCommerce Mistakes

It is no secret that eCommerce has become a significant part of our lives in recent years. Recent research published by shows that eCommerce sales will likely surpass $740 billion in the USA alone by 2023.

With more businesses turning to online sales and marketing, there are high chances that these businesses can make eCommerce mistakes that could ultimately cost them time, money, and customers.

Fortunately, understanding the most common eCommerce pitfalls can help you avoid the same errors in 2023.

In this blog, we have shared with you 19 common mistakes you should avoid in your eCommerce website to achieve success.

Why You Need To Know About eCommerce Mistakes?

As an eCommerce business owner, it is crucial to learn about common mistakes in order to avoid them and ensure the success of your business. Not only will avoiding these mistakes help your business thrive, but identifying and fixing any problems that may arise can save you valuable time and resources.

Additionally, understanding common mistakes can also help you develop strategies to mitigate risk and increase your chances of success. By learning from the mistakes of others and staying up to date on industry best practices, you can position your eCommerce business for long-term success.

Common eCommerce Mistakes To Avoid

Now, as it’s clear to you why it’s essential to know about common eCommerce mistakes, let’s check out the 19 common mistakes that eCommerce businesses make.

Not Researching Your Audience

Researching your audience is essential before launching an eCommerce business.

Without understanding whom you are selling to, you may encounter several pitfalls that you could have avoided with proper research. For example, if you don’t know your target market, you won’t be able to tailor your products and services to meet their needs.

A Marketo engagement gap report shows that nearly 50% of consumers believe businesses should better understand their consumers to serve them better.

If you do proper research, you may avoid ending up marketing your products in the wrong places or using the wrong messaging and language. Researching your audience can also help you identify potential competitors and better position yourself in the marketplace.

In short, not researching your audience is a significant eCommerce pitfall that can lead to wasted time, money, and resources.

Not Using Social Proofs

Not using social proofs can be one of the biggest eCommerce mistakes. Social proof is a potent tool that helps build customer trust and increase conversions.

Businesses can show potential customers that their product or service is reliable and trustworthy by utilizing customer reviews, ratings, or recommendations from influencers.

A recent study published by shows that a huge percentage of people (nearly 76%) are less inclined to buy a product that does not have a social review or rating.

Social proof can positively impact organic search engine rankings due to the content created by customers and influencers. Ultimately, providing social proof is essential in today’s digital landscape for any business trying to engage with potential customers online.

A Lack of Detailed Product Information

Another common eCommerce mistake in many unsuccessful eCommerce websites is a lack of detailed product information.

You risk losing potential sales without providing your customers with enough product details. Customers need to know what they are buying, why it is valuable, and how it will benefit them.

If you don’t provide this information, customers may not be confident in their purchase decision and may look elsewhere for a better deal. For example, if you are selling furniture online, customers should be able to see the dimensions, materials used, color options, and other important details before they make a purchase.

You can use PIM integration for this. PIM (Product Information Management) is one of the eCommerce integrations that can help you manage your product information efficiently.

Not Proving Your Contact

Many eCommerce businesses do not provide their proper contact information. It’s essential to provide customers with your contact details, such as a phone number and email address, so they can get in touch if they have any queries or issues.

Not providing this information could make customers feel like they’re dealing with an unreliable business, potentially damaging your reputation and reducing sales. Make sure you have a dedicated customer service team to answer customer queries promptly and provide helpful advice.

Additionally, ensure all your contact details are visible on your website or app so customers can easily find them.

A Lengthy Checkout Process

The lengthy checkout process can be one of the biggest eCommerce mistakes. It can cause customers to abandon their carts, leading to lost sales and revenue.

The checkout process should be as short and straightforward as possible, with minimal steps and no unnecessary information required.

All forms should be easy to read and understand, with clear labels and instructions on completing them.

If a customer has any questions or issues during the checkout process, they should have access to customer service representatives who can help them quickly and efficiently. A streamlined checkout process is essential for improving user experience.

“Did you know? Guest Checkout can encourage first-time buyers with a faster checkout process, reduce cart abandonment & improve your conversion rate.” Read The Full Guide

Choosing the Wrong Platform

eCommerce is constantly changing, and businesses must stay ahead of the curve. One of the eCommerce mistakes many entrepreneurs make is choosing the wrong eCommerce platform for their websites. It can significantly impact their store’s success, as the wrong platform could limit features and hinder customer experience.

When selecting an eCommerce platform, there are several factors to consider, such as scalability, customization options, and integration capabilities. It’s important to research different platforms available so that you don’t end up with something that won’t meet your business needs.

Additionally, it’s also a good idea to ask questions about customer support and tech support before making a final decision on any particular solution.

Choosing the right platform for your eCommerce website will save you from costly mistakes. When choosing the right platform for your eCommerce business, you must be aware of the pitfalls. Here are two examples:

  1. Not having a clear strategy: If you don’t know what your eCommerce platform will do for your business, you’ll likely end up using one that doesn’t fit your needs. It can lead to frustration on your part and decreased sales.
  2. Limited options: If you’re not careful, you may find that your eCommerce platform is limited in terms of features and functionality.

You can go with the headless eCommerce platforms to ensure you get all the opportunities to scale your business.

No Search Box

A search box on your eCommerce website is essential for providing customers with an easy way to find what they are looking for. Without one, customers may become frustrated and leave your site without making a purchase.

Customers want to quickly and easily find the products they are looking for, so having an eCommerce site search option on your website is key to increasing customer satisfaction and boosting sales.

It would be best if you prominently displayed a search box on the homepage of your website, as well as any other pages where customers may be searching for products. It should also include relevant filters allowing customers to narrow their search results, such as by category or price range.

Too Many Pop-Ups

Using too many pop-ups is a big eCommerce mistake you should avoid at all costs. Pop-up windows are essential to any eCommerce website, but too many can be a big mistake.

Pop-ups are a great way to capture leads and promote products, but when they’re not used correctly, they can have the opposite effect.

Businesses must understand that too many pop-ups can distract and intrude on their customers’ user experience. It’s especially true if the pop-ups are not tailored to each customer’s needs or preferences.

Not only will it overwhelm visitors, but it could also cause them to lose interest in the product or service altogether. To ensure that your eCommerce website provides an enjoyable experience for all your customers, consider limiting the number of pop-ups you use and ensuring that each one is relevant and helpful for users.

Not Optimizing for Mobile

Businesses of all shapes and sizes have been participating in eCommerce for decades, but as technology continues to evolve, the eCommerce environment is becoming increasingly complex.

One of the eCommerce pitfalls many businesses make is failing to optimize their sites for mobile viewing. Not only does this mean that customers are likely to experience a subpar user interface, but it also makes it difficult for search engine bots to interpret the website’s content accurately.

It results in poor search engine optimization (SEO) rankings and fewer visitors overall.

For those who want their eCommerce sites to remain competitive through 2023, optimizing the site for desktop and mobile use should be a top priority.

Responsive web design ensures a pleasant experience regardless of what device is being used by potential customers – allowing them to view products and make purchases seamlessly.

Hindering Site Navigation

Hindering site navigation is one of the most common eCommerce mistakes. Poorly designed navigation can make it difficult for customers to find what they need, resulting in fewer sales and decreased customer satisfaction.

It’s essential to create a user-friendly interface that allows customers to quickly and easily find the products they are looking for. It includes providing clear labels, placing categories logically, and having an intuitive search bar.

Creating a well-organized website with easy-to-use navigation will help you improve your eCommerce UX and give your customers a great shopping experience, improving their loyalty toward your brand.

Low-Quality Images and Videos

Another typical eCommerce mistake businesses make is that they use low-quality images and videos on their websites. It can be detrimental to any business as it can significantly reduce the overall user experience.

Not only will low-quality images and video make your website look unprofessional and outdated, but it also conveys a lack of attention to detail.

In today’s world, users expect high-quality visuals when shopping online, so providing this could be crucial for customer satisfaction. Clear, vibrant image quality can help customers have a positive experience while browsing your site and increase the likelihood of returning in the future.

Lack of Multiple Payment Options

In today’s growing digital market, eCommerce businesses must be aware of the mistakes that can potentially lead to a decrease in customer loyalty and revenue. One such mistake is failing to provide customers with multiple payment options.

Offering a variety of payment methods will allow customers to experience convenience when shopping online. Not only does this make it easy for them to purchase goods, but it also ensures they feel secure in their transaction.

Businesses can struggle if they lack the resources or knowledge necessary to facilitate multiple payment options. It could lead to decreased sales due to reduced customer satisfaction and engagement.

Businesses must ensure to offer customers popular payment methods such as credit/debit cards, PayPal, Google Pay, and Apple Pay, among others, to avoid this eCommerce pitfall.

Lack of Different Shipping Options

One critical mistake to avoid when running an eCommerce store in 2023 is not providing customers with a wide range of shipping options.

Offering only one or two shipping options can significantly deter potential buyers, especially those who prefer quicker delivery times or more cost-effective alternatives.

The lack of different shipping choices can also lead to customer dissatisfaction due to increased wait times, higher unexpected costs at checkout, or an inability for customers to track their orders.

eCommerce pitfalls like these can damage customer relationships and harm your company’s reputation in the long run. To ensure success and foster customer loyalty, companies should strive to provide multiple cost-efficient shipping options that offer various delivery timelines and tracking capabilities.

Avoiding Speed Optimization Of Your eCommerce Website

Page load speed is important for any eCommerce website. A slow-loading site can result in poor user experience, lost sales, and increased bounce rates.

Today, customers expect fast-loading websites and will shift to another website if your website takes a long time to load.

Many eCommerce businesses make the common mistake of not optimizing the speed of their website.

This can highly affect your online performance. You can follow the below steps to optimize your eCommerce store’s speed:

  • Ensure images are optimized for fast loading times. Their file should be small and compressed without losing quality.
  • You can use a content delivery network to enhance the speed of your site’s content delivery to users.
  • Limit the usage of plugins. Integrating too many plugins into your website can also reduce the speed of your website.

Ignoring User Experience (UX)

One common mistake many eCommerce store owners make when developing their website is ignoring user experience (UX).

If neglected, users may encounter difficulty navigating interfaces, leading to frustration and abandonment of the product. Poor UX can harm brand reputation and customer loyalty, resulting in lost opportunities and revenue.

The good user experience starts from the buyers’ first impression to their decision to make a purchase and ends at the checkout. All the steps in this journey must be easy and intuitive.

Neglecting Mobile App Development

Neglecting mobile app development for your eCommerce store comes with several disadvantages.

It limits your reach to customers who prefer app-based shopping, puts you at a competitive disadvantage in the market, and reduces user experience. In addition, ignoring mobile app development results in missing out on valuable marketing opportunities.

Investing in mobile app development can increase sales, elevate customer engagement, enhance user experiences, and give a competitive edge.

Lack Of Customer Retention Strategy

A lack of a customer retention strategy can be detrimental to a business.

Without a structured plan in place to nurture and engage existing customers, eCommerce businesses risk losing their hard-won clientele to competitors.

This negligence can result in decreased customer loyalty, reduced repeat purchases, and increased customer acquisition costs.

If you focus on increasing your customer retention rate, it will grow your business. Retaining customers means influencing them to repeat purchases.

Existing customers will also spread word of mouth among their family and friends.

Retaining frequent shoppers is a win-win situation because you will receive free advertising and an increased lead-to-customer conversion ratio.

Neglecting Upselling And Cross-Selling Strategies

Today, if you haven’t implemented upselling and cross-selling strategies in your eCommerce business, you are missing out on opportunities to maximize revenue from existing customers.

Overlooking upselling and cross-selling can also restrain customer satisfaction, as customers may not be aware of additional options to enhance their experience.

Hence, you must consider upselling and cross-selling strategies to increase your eCommerce store’s revenue.

With these techniques, you can grow your average order value. Don’t get confused between these concepts; they both are different in various ways:

  • Upselling includes influencing customers to buy a more expensive item than they originally intended. In contrast, cross-selling invites shoppers to buy related or complementary items.
  • Upselling aims to increase your revenue, while cross-selling increases total number of items sold and sales value.
  • Upselling grows the average purchase value. On the contrary, cross-selling increases the average purchase value and average sale value per shopper.

Poor Product Categorization

Poor product categorization means the ineffective organization or classification of products within an online store.

When products are not appropriately categorized, it can lead to confusion for customers, making it difficult for them to find what they are looking for.

This can result in a frustrating shopping experience and potential loss of sales as customers may abandon their search or leave the website altogether.

Additionally, it can interrupt inventory management and analytics, making it difficult for businesses to track product performance and make informed decisions about their product offerings.

To enhance user experience and optimize business operations, it is crucial to establish clear and logical product categories that align with customer needs and preferences.

Want to know how our high-growth eCommerce clients avoided eCommerce mistakes with our precise eCommerce development solutions? Let’s Discuss

Bottom Line

In conclusion, eCommerce mistakes can be costly and time-consuming to fix. By taking the time to understand the 19 most common eCommerce mistakes to avoid in 2023, businesses can ensure their growth for years to come.

Preparing ahead of time with a well-thought-out plan, customer feedback, and regularly updating technology are key components for a successful online presence. With this knowledge and effort, businesses can make the necessary changes before it’s too late.

Ready to take your online business to the next level? WebDesk Solution has got you covered. We are an eCommerce development company with the skills and experience to help you build a professional, successful eCommerce website. Don’t hesitate to get in touch with us today, and let’s discuss how we can support your business goals.

John Ahya
John Ahya

John is the President and Co-Founder of WebDesk Solution, LLC. Living the digital agency life for over 10 years, he explores an extensive eCommerce world. He has immense experience in all major e-commerce platforms. Being a nature lover, he likes to breathe the fresh air on the hill stations during vacations.

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