Extreme e-commerce

“South Africans would always rather jump in the car to go an buy something than buy it over the internet,” says Andrew Smith, director of YuppieChef. He’s right. And it means that if you can design an e-commerce site that sells in South Africa, you can do it anywhere.

At the end of May, there was a free one day conference about South African, digital entrepreneurship: Net Prophet. Andrew Smith, a director of South Africa’s most delightful e-commerce site, YuppieChef, gave a great talk about e-commerce in South Africa. It was called E-commerce is not a technology problem.

Andrew Smith's recipe for a successful e-commerce site

Andrew covered user experience and customer experience in a completely jargon-free way. And he offered a great summary of the themes that an e-commerce operations needs to consider.

Of course e-commerce is not primarily a technology problem. But when you meet organisations starting e-commerce operations, you still need to spell it out every time. A great example from Andrew:  Pick and Pay’s website is high on technology and short on selling. The search engine returns results, sure, but if you search for milk, you get milk stout and milky bar buttons coming up first. Surely cartons of milk would make better sense.

(My limited experience of talking to the Sainsbury’s and Occado teams in the UK tells me that getting supermarket IA right takes about 2 years, or four iterations. So don’t give up, Pick and Pay).

Andrew also offers some great checklists for what it takes to run a successful e-commerce operation.

  • Product: Hard to find, trusted brands, easy to deliver
  • Marketing: Offline credibility, word of mouth, community
  • Customer service: Real people, in touch, full time

It’s a great introduction.  But what’s really intriguing is that online trust-building and persuasion tactics don’t seem to be enough. Andrew is convinced that in South Africa, you have to establish trust via telephone calls and offline marketing. Like I said: if you can build a successful e-commerce business in South Africa, you can do it anywhere.

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