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Taking Your Brick-and-Mortar Food Business Online: eCommerce for Food Businesses

Sell Food Online to Reach A Wider Customer Base for Your Local Food Business

Taking your brick-and-mortar food business online can change the way you sell, expanding your reach and giving your customers a convenient ordering experience.

And at a time when everything is online, a user-friendly digital platform is what you need to boost sales and build a loyal customer base.

The Future of Food is Online, and Brick-and-Mortar Alone Won’t Cut it

With online ordering becoming more and more common, customers expect convenience and personalization. Restaurants relying solely on brick-and-mortar stores may not be able to meet these demands. Here’s why:

  • Lack of Automation: Nearly 90% of online shoppers purchase online because of 24/7 access. Customers are increasingly seeking convenience, and you probably are, too! A lack of automation means restrictions—and more hassle for you and your customers.

  • Fewer Payment Options: Chances are your business only takes a handful of payment options (cash, credit, debit) which is a barrier for some customers. Without online ordering, you’re missing out on sales from those who prefer digital payments.

  • Limited reach: Brick-and-mortar stores are confined by location. Online ordering expands your customer base to those who might not want or be able to visit your physical location.

  • Lack of customization: In-person ordering often limits customization options or makes it more difficult for your customers to personalize their orders. Online platforms allow customers to customize their orders exactly how they like them.

Benefits of Online Food Sales for Your Business

Expanded Reach and Customer Base: 

With an online store, you’re no longer limited to customers who live near your physical location. Anyone, anywhere can discover your unique offerings! This expanded reach translates to greater sales potential and a chance to build a loyal following beyond your local market.

Increased Revenue and Business Resilience: 

An online store gives you an additional sales channel, providing a safety net in case of unforeseen circumstances. With an online presence, your products are always available to customers, cushioning the impact of any disruptions. This online presence also allows you to tap into new revenue streams—think offering special online-only bundles, limited-edition treats, or subscriptions for your most popular menu items.

Flexible Operations and Improved Work-Life Balance: 

By offering online ordering, you can tailor your operations to your lifestyle. You could offer pre-orders for pickup at designated times, or schedule deliveries on specific days of the week. This online system streamlines the ordering process, freeing up valuable time for you!

Getting Started With eCommerce: A Guide for Brick-and-Mortar Food Businesses

Understand Your Online Customer:

Before you launch your online store, take time to understand who your ideal customer is. What motivates them to buy food online?

  • Engage on Social Media: Join relevant food enthusiast groups and create a business page on multiple platforms. Ask questions to understand your target audience’s online food shopping preferences.

  • Craft Targeted Surveys: Design online surveys or questionnaires to gather data from your social media followers or in-person customers (you could prompt them to fill out a survey after a purchase!). Ask specific questions about information like their preferred payment methods, preferred ingredients, and any allergen information or dietary restrictions.

  • Analyze Online Reviews and Feedback: Existing customer reviews can give you the info you need before setting up an online store. Look over positive and negative reviews to see what customers value most when making purchases at your store. If you have any weak points (like a lack of options or subpar ingredients), you need to address them in your online marketplace.

Craft a User-Friendly Online Storefront:

Your website is your online storefront, and first impressions matter! That’s why you need to create a user-friendly website that draws customers in.

  • Prioritize Navigation and Design: Invest in a website design that reflects your brand identity and is easy for customers to navigate. You need:

    • A clear and concise menu structure with intuitive category browsing (baked goods, gluten-free, etc.). 

    • Large, high-quality photos of your products.

    • A clean and uncluttered layout that makes your offerings easy to navigate.

  • Use Compelling Product Descriptions: Craft engaging product descriptions that convince potential customers to give your treats a try:

    • Highlight what makes your food special: Local ingredients? Family recipes? Unique flavours?

    • Paint a picture with words: Describe textures, flavours, and aromas. Don’t just list ingredients!

    • Target your audience: Use language that appeals to your audience. If they’re health-conscious, use applicable terms like “low-fat” and “organic.” 

    • Accuracy is key: Include portion sizes, reheating instructions, allergens, and dietary info.

  • Build Trust with Your Story: People connect with passion! Dedicate a section of your website to tell your story and share your passion for food. This could be a brief “About Us” page highlighting your culinary journey or a blog section where you share recipe inspiration and behind-the-scenes looks into your kitchen.

Optimize for Mobile Browsing: 

It’s a mobile-first world, and most of your customers will be browsing your online store from their smartphones and tablets. Here’s how to make sure your website works for mobile users:

  • Responsive Design: Your website or online storefront should automatically adjust its layout and content to fit the screen size of any device, whether it’s a desktop computer, tablet, or smartphone.

  • Prioritize Fast Loading Speeds: Mobile users are impatient—slow loading times can lead to cart abandonment. Website images can load faster by reducing file sizes—you don’t need heavy elements like large videos or complex animations that slow down page load times!

  • Simplify Navigation: Complex menus and cluttered layouts can be frustrating on small screens. Consider using hamburger menus (menus that collapse into a three-line icon) to give access to extra, less frequently accessed options while keeping the main navigation bar clean and uncluttered for mobile users.

  • Tapping Functionality: Make sure all buttons, icons, and text fields are large enough for easy tapping. Consider offering a “one-click ordering” option to make the checkout process easy on mobile devices.

Fine-Tuning Your Online Store Using Buyer Behaviour:

You need to understand your customers’ online behaviours to fully appeal to them. But how do you translate clicks and scrolls into insights you can use to better your business? Here’s where website analytics comes in:

  • Customer Insights: Most eCommerce platforms automatically integrate analytics tools into their design. You can use these analytics to track key metrics like visits, page views, and user behaviour to identify patterns and pinpoint areas for improvement.

  • The Importance of Buyer Behaviour: Analyzing user journeys will show you the path customers take through your store. This can expose hidden roadblocks that make their purchase journey more difficult—for example, high cart abandonment rates might mean that your checkout process is too confusing and needs to be simplified.

  • Turning Data into Decisions: Data from website analytics lets you make smarter business decisions. Let’s say your data shows a surge in traffic after a marketing campaign on Instagram. This can be your sign to lean into your social media presence and post similar content moving forward!

  • Look For Unpopularity: Analytics can show you which products are purchased quickly, but it can also identify which products aren’t selling! Using this info, you can promote them on social media, add them to bundled deals with popular products, or position them at the top of your storefront.

Keep Your Inventory Accurate:

A smooth and efficient inventory management system is just as important for your online business as it is for your brick-and-mortar business. Here’s how to keep track of your stock levels:

  • Inventory Management Software: Use inventory management software specifically designed for the food industry (this is integrated into most eCommerce platforms!). These tools allow you to track ingredient stock levels and finished product availability, and even set low-stock alerts to make sure you never run out of ingredients.

  • Regular Inventory Tracking: Develop a system for inventory checks. Conduct physical inventory counts at regular intervals (weekly or bi-weekly) to make sure your online inventory stays accurate. This prevents customers from placing an order for something that’s out-of-stock!

  • Lead Times: When calculating inventory needs, factor in lead times for restocking ingredients. Consider how long it takes for your suppliers to deliver new ingredients and adjust your online inventory levels accordingly. This helps you avoid overselling and guarantees you can fulfill customer orders on time.

Streamline Order Fulfillment:

Once a customer places an order, a smooth and efficient fulfillment process is the next step. Here are different fulfillment options to consider:

  • Self-Fulfillment: If you have the capacity and resources, you may choose to handle orders on your own. This might involve packaging orders in your kitchen or store and arranging deliveries yourself. You’ll need a budget for gas money—and keep in mind that a business partner, family member, or friend willing to help with deliveries can save you time!

  • Partnering with a Delivery Service: You can partner with a local delivery company or courier service specializing in food deliveries, like Uber Eats or DoorDash. This can be a great option to streamline the fulfillment process if you don’t have the resources or time for self-delivery.

  • Pick-Up Options: Offering pick-up options from your chosen location can be a convenient option for some customers. Communicate pick-up times and locations on your website and consider offering designated pick-up windows to avoid overwhelming yourself!

59% of customers are interested in purchasing online and picking up in-store.

  • Hybrid Approach: You can also explore a hybrid approach, offering both self-delivery/pick-up options for local customers and partnering with a delivery service for those located further away. This allows you to cater to a wider customer base—a great option for businesses looking to scale up.

Integrate a Variety of Online Payment Options:

An optimized checkout process is one of the most important elements of a successful online food business. That’s why you should integrate an array of payment options to make sure your customers can pay however they’d like:

  • Credit and Debit Cards:

      • Why? Universally accepted, credit and debit cards offer a familiar and trusted payment method for your customer base.

      • How? Partner with a reputable payment processor to securely accept major card brands like Visa, Mastercard, and American Express. Most website-building platforms offer built-in integration with popular processors.

  • Digital Wallets:

      • Why? Apple Pay, Google Pay, and other digital wallets offer a one-click checkout experience, perfect for mobile customers who value speed and convenience.

      • How? Many payment processors also integrate with popular digital wallets. Enable these options within your chosen processor’s settings.

  • Online Payment Platforms:

      • Why? Platforms like PayPal offer additional buyer and seller protection, building trust with customers unfamiliar with your brand.

      • How? Sign up for an account with your chosen platform and integrate their payment buttons or API into your online ordering system.

  • Contactless Payments:

    • Why? Tech like QR codes allow for quick and contactless payments, ideal for customers who prefer pickup.

    • How? Generate unique QR codes for each order and display them on receipts or signs in the pickup area. Customers simply scan the code with their phone’s payment app to complete the transaction!

Remember: While it might seem like a lot of options, offering a variety of secure payment methods caters to different customer preferences—meaning a smooth checkout experience for everyone. This keeps your customers happy and coming back for more!

Build Trust with a Clear Refund and Return Policy:

Just like in a brick-and-mortar store, customers can still request a refund or return if they aren’t satisfied. Making sure the process isn’t a hassle shows your commitment to customer satisfaction. Here’s how to craft a clear and comprehensive policy:

  • Define Acceptable Reasons: Outline the specific scenarios under which you’ll offer customers a full or partial refund or accept returns of your products. This could include damaged or spoiled food items upon delivery, incorrect orders due to errors on your end, or customer dissatisfaction with the quality or taste of your offerings (within reason).

  • Set Clear Timeframes: Specify the timeframe within which customers can request a refund or return. A common time frame is 3-7 days after receiving their order, but this could differ depending on the type of food you sell.

  • Outline the Return Process: Explain the steps customers need to take if they wish to return an item. This might involve contacting you via email or phone, providing details about the issue, and potentially returning the product (if applicable).

  • Address Specific Scenarios: Consider addressing frequently encountered situations within your policy. For example, if you offer perishable food items, you might clarify that refunds won’t be offered for products spoiled due to improper customer storage after delivery.

  • Display Prominently: Don’t hide your refund and return policy! Make it easily accessible to customers by displaying it on a dedicated page on your website and including a link to it within your checkout process.

Use A/B Testing to Optimize Your Storefront:

A/B testing lets you experiment with different elements of your online store and see what resonates best with your target audience. This can be a great way of judging your new online marketplace and making changes as it grows. Here are the steps to get started:

  • Identify Areas for Testing: Carefully consider which aspects of your online store could benefit from A/B testing. This could include product descriptions, website layout elements (e.g., checkout button placement, product image size), or promotional offers.

  • Develop Variations: Create two or more variations of the element you’re testing. For example, you might test two different product descriptions for the same item or compare the effectiveness of a large, prominent “Add to Cart” button versus a smaller, more subtle one.

  • Split Your Audience: Use website analytics tools (use online tutorials or outsource for help!) to split your incoming website traffic between the different variations you created.

  • Analyze the Results: Once you’ve gathered enough data, check the results of your A/B test. See which variation resulted in a higher click or purchase rate.

  • Implement and Adapt: Based on your A/B testing results, add the variation that performed best to your online storefront. Remember, A/B testing is an ongoing process. You can continue to identify areas for improvement, experiment with new variations, and regularly upgrade your online store for maximum impact.

Finding the Best eCommerce Platform for Food Businesses

Don’t feel pressured to build a website from scratch! There are lots of user-friendly eCommerce platforms that are specifically designed to streamline the online store creation process. Here are some different platforms to consider:

Shopify:

  • User-friendly platform with a variety of features specifically designed for selling food online.

  • Offers inventory management tools, secure payment processing, and integration with popular delivery services.

  • Scalable plans to grow with your business.

Squarespace:

  • Known for its easy-to-use website builder.

  • Offers built-in e-commerce functionalities with features like inventory management and customer accounts.

  • Integrates with popular payment gateways.

BigCommerce:

  • Powerful platform with a wide range of features, including inventory management and marketing tools.

  • Scalable for larger businesses with a high volume of sales.

  • May require more technical expertise to set up and manage.

Wix:

  • User-friendly platform with a drag-and-drop website builder.

  • Offers e-commerce functionalities with built-in inventory management.

  • Affordable pricing plans.

FreshFind:

  • Easiest to use for small businesses and buyers.

  • Gain insights with analytics and automation.

  • Manage deliveries and pickups with ease.

  • Set up your store in minutes and manage it from anywhere (web & mobile). 

  • 24/7 support available.

  • Advanced store schedule management.

  • Lowest rates, with no monthly or listing fees and no hidden costs.

Remember: The ideal platform depends on your specific needs and technical comfort level!

Conclusion

By 2040, eCommerce is expected to facilitate 95% of purchases online. So don’t wait! It’s time for your business to thrive with an online store—the most effective extension of your brick-and-mortar operation.

By prioritizing customer experience in your online storefront, you’ll be selling more than ever before and reaching a new, satisfied audience for your business!

What do you think?

Written by Rose Van Hemmen

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