Learn about online stores | Google Digital Marketing & E-commerce Certificate

Introduction to E-Commerce Stores

The speaker introduces the concept of e-commerce stores and outlines the upcoming learning objectives related to creating an online store for a local gift shop.

Understanding E-Commerce Basics

• E-commerce involves setting up online stores where customers can purchase products virtually.

• Importance of market research, target audience identification, product sourcing, and branding in e-commerce.

Elements of E-Commerce Stores

• Overview of e-commerce store components and customer navigation through the buying process.

• Introduction to major e-commerce platforms like Shopify and understanding their differences.

Key Elements of an E-Commerce Store

• Home page significance in showcasing products and aiding customer information search.

• Navigation bar's role in directing customers to different sections within the website based on categories.

Enhancing User Experience

• Inclusion of search functionality, account creation links, and product detail pages for a seamless shopping experience.

• Importance of a responsive website design for accessibility across various devices.

Web Accessibility in E-Commerce

• Emphasis on providing customer support, contact details, return policies, and shipping information for a comprehensive user experience.

Creating an E-commerce Store: Platforms and Considerations

This section discusses the importance of various elements in e-commerce stores, such as store locators, BOPIS (buy online, pick up in-store), and e-commerce platforms like Wix, Shopify, BigCommerce, Squarespace, WooCommerce, and Magento.

People Navigating Websites and Store Locator

• A store locator is crucial for businesses with brick-and-mortar stores to help customers find nearby locations.

• Customers often visit a store's website first to research products and locate stores in their area.

• BOPIS (buy online, pick up in-store) allows customers to purchase products online and collect them from a physical store if available.

E-commerce Platforms and Tools

• E-commerce platforms encompass essential elements like the shopping cart and digital checkout system.

• These platforms facilitate product management, customer orders handling, payments processing, shipping logistics, and more within a unified interface.

• Built-in tools and templates streamline the creation and management of e-commerce stores on these platforms.

Exploring E-commerce Platforms: Open-source vs. SaaS

This segment delves into different e-commerce platforms available for building online stores. It compares open-source software that offers customization freedom with SaaS (software as a service) models providing subscription-based web solutions.

Open-source Platforms

• Examples include WooCommerce and Magento which allow users to access and modify the original source code for extensive customization.

• Analogous to owning a brick-and-mortar store where full remodeling control is granted to the retailer.

SaaS Platforms

• Represented by Shopify and BigCommerce among others; these platforms offer web-based software on subscription models without access to source code.

• Analogous to leasing a retail space where changes are limited by landlord regulations.

Advantages & Disadvantages of Platform Types

This part evaluates the pros and cons of open-source versus SaaS e-commerce platforms concerning customization levels, technical skills required, costs involved, hosting services needed.

Open-source Platform Advantages

• Provides complete control over design/functionality enhancing customer experience through unlimited customization options.

Open-source Platform Disadvantages

• Requires coding/technical expertise for maintenance alongside additional costs like web hosting services.

SaaS Platform Advantages

• Offers all-in-one solutions including hosting security features with user-friendly interfaces enabling quick store launches even without coding skills.

SaaS Platform Disadvantages

Understanding E-commerce Platforms

In this section, the speaker discusses the importance of understanding e-commerce platforms and how they work. The focus is on the role of coding skills in entry-level e-commerce positions and the significance of knowing about different platforms like Shopify.

Importance of E-commerce Platforms

• Entry-level e-commerce positions may not require coding for open-source software but having basic coding knowledge can be beneficial depending on the role.

• Understanding various e-commerce platforms is crucial as management typically selects the platform, and employees learn to use it on the job.

• Learning about platforms like Shopify is essential due to the increasing trend of companies moving sales online to meet customer expectations efficiently.

Exploring Shopify as an E-commerce Platform

This part delves into Shopify as a popular SaaS e-commerce platform, highlighting its features, flexibility, and user-friendly design that caters to businesses of all sizes.

Introduction to Shopify

• Shopify is a SaaS platform enabling companies to sell products globally with features like personalized online stores, third-party channel integration, secure checkout, marketing tools, analytics, and 24/7 support.

• Companies using Shopify benefit from an all-in-one solution offering online store setup, blog creation, payment processing for online and in-person sales, shipping options, marketing tools, analytics reporting.

Project Overview: Building an E-commerce Store

This segment introduces a project focusing on utilizing an e-commerce platform's features to understand building an online store. It emphasizes gaining practical experience in navigating such platforms for entry-level roles.

Project Details

• The project aims to familiarize learners with adding/updating products on an e-commerce platform while providing insights into basic responsibilities in entry-level e-commerce positions.

• Engaging in this project enhances understanding of building successful e-commerce stores and equips learners with valuable skills sought by employers for resume enhancement.

Adding Products Using Shopify

Here we explore how to add products using Shopify as an example. The process involves adding physical or digital products along with grouping them into collections for efficient organization.

Adding Products on Shopify

• Shopify simplifies product addition by allowing manual input or CSV file importation while enabling product grouping into collections based on categories like clearance items or specific product types.

Adding and Setting Up Products on an E-commerce Store

In this section, the speaker discusses the process of adding products to an e-commerce store, including details such as weight estimation, customs information, variants, pricing, inventory details, and quantity allocation for different product options.

Estimating Product Details

• Estimating weight at 4 pounds.

• Adding customs information for overseas shipping.

• Including variance for product options like colors (red or green).

• Adding variants for different sizes or materials if applicable.

Setting Up Product Listing

• Reviewing how the product listing page will display in search engines.

• Adding store name to the end of the page title for visibility.

• Choosing a vendor and product type.

• Categorizing products with tags for customer organization.

Finalizing E-commerce Store Setup

This part focuses on completing the setup of a Shopify store by introducing tools for marketing, sales, analytics, theme editing, and domain customization.

Completing Store Setup

• Demonstrating how familiarity with e-commerce platforms enhances efficiency over time.

• Introducing built-in tools for marketing campaigns and analytics insights.

Enabling Payment Methods

• Enabling multiple payment providers including Shopify Payments for flexibility.

• Completing account setup within Shopify Payments to receive payments securely.

Configuring Legal Pages and Customer Support

• Adding legal pages such as refund policy and terms of service using provided templates in Shopify.

• Creating contact forms based on store contact information and additional support pages like FAQs or troubleshooting guides.

Enhancing Marketing Strategies and Theme Customization

This segment delves into utilizing analytics tools, creating marketing campaigns, managing discounts effectively, customizing website themes for branding consistency across devices.

Leveraging Built-in Tools

• Exploring analytics dashboard metrics like total sales and conversion rate with real-time activity monitoring through Live View feature.

Implementing Marketing Strategies

• Creating automated campaigns across various channels based on customer behavior patterns.

• Managing promotions through discount codes to enhance customer engagement.

Customizing Website Themes

• Editing pre-built themes by adjusting design elements like logo, colors, fonts to align with brand identity.

• Ensuring mobile responsiveness by previewing site appearance on smartphones.

Setting Up Domain Name

** Section Overview: ** The final step involves configuring a custom domain name to establish a unique web address that reflects the brand identity effectively.

Establishing Web Presence

• Selecting a custom domain name distinct from default URLs provided by Shopify.

• Connecting existing domains or purchasing new ones to direct customers to the online store efficiently.

Linking Shopify Account to Google

In this section, the process of linking a Shopify account to Google is discussed, emphasizing the importance of creating a Google Merchant Center account for advertising products.

Creating a Google Merchant Center Account

• To start advertising products with Google, creating a Google Merchant Center account is essential. This tool allows advertisers to upload store and product data for shopping ads and other services.

• : The Google Merchant Center serves as a gateway for products from an e-commerce store to reach the Google shopping platform.

• : Benefits of registering an e-commerce store with the Google Merchant Center include accurate listings, analytics support, review capabilities, and AdWords integration.

• : Requirements for creating a Google Merchant Center account include having a Google account, business website, and up-to-date product data on the e-commerce store.

Selling Products on Multiple Channels

• After setting up the Google Merchant Center connection, exploring selling products on various channels like social media or marketplaces is crucial.

• : Shopify enables adding multiple sales channels to reach more customers efficiently.

• : Demonstrates how to add sales channels in Shopify starting with connecting to Google and expanding to other platforms.

• : Adding multiple sales channels through Shopify benefits by reaching more customers and simplifying e-commerce management tasks.