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elling online might look easier than ever, but the truth is — it’s never been more demanding. Today’s consumers expect a vast selection along with fast shipping, frictionless returns and perfect experiences every time. 

While powerful software tools and e-commerce platforms have lowered the barrier to entry, staying competitive and profitable requires far more than just launching a slick website. It takes operational discipline, strategic decision-making and the ability to deliver consistently — even when things don’t go as planned.

It all starts with your e-commerce platform. Choosing the right one is not just about features — it’s about fit. The choices are many – and often times baffling for the non-technical store owners out there.

• Shopify is a go-to for many startups and growing brands because it offers fast setup, built-in tools and a user-friendly interface. It works well for lean teams who want to get online quickly without custom development. 

• WooCommerce, which runs on WordPress, gives sellers more control and flexibility, but it also requires a bit more technical know-how. 

• Then there’s Magento and BigCommerce, both robust solutions for larger operations with more complex product catalogs, multiple storefronts or global needs.

Choose Wisely, Launch Carefully

But a word of caution for run specialty retailers: Don’t just pick the most popular platform. Instead, choose one that matches your operational capabilities. 

Are you selling a narrow range of products with a straightforward checkout flow? Are you an online seller who manages hundreds of SKUs, multiple sizes and frequent inventory updates? Do you plan to handle fulfillment yourself or work with a third-party logistics provider? These are the questions that should guide your cart decision — not trendiness or aesthetics.

More platforms are now layering AI-powered insights directly into their dashboards, helping sellers analyze sales trends, predict inventory needs and even flag products that might be return risks. These tools can support better decision-making, but only if your operational basics are solid.

Once you’ve selected your platform, your next focus should be a strong, clean launch. Too often, businesses delay going live because they’re trying to perfect every design detail. But success doesn’t come from a pixel-perfect homepage. It comes from rapid iteration across your website, pricing and offers.  

Building product pages that are clear, honest and helpful is a great start. Learning from your engagement and improving the pages over time builds a strong business. Give your customers high-quality images, straightforward descriptions and answers to the most common questions before they even ask. If sizing is tricky, be upfront. If color may vary slightly in person, say so. The more transparency you provide, the fewer returns and complaints you’ll need to resolve.

Many (Happy) Returns

And that brings us to one of the most overlooked areas of e-commerce: returns. Every seller knows returns are part of the game, yet too few plan for them in a way that’s strategic. But the way you handle returns can make or break your customer loyalty. Zappos figured this out early, building its brand around free returns and exceptional customer service. That level of flexibility built trust — and trust converts.

Most businesses can’t afford to match Zappos’ policy dollar for dollar, but the takeaway is still valuable: returns should not be a surprise or a burden. They should be built into your pricing, your operations and your brand voice. Set clear expectations about your return window. Make the process easy to initiate. Communicate along the way. If your customers know exactly what to expect, they’re far more likely to feel confident buying and returning.

From an operational perspective, this means your back end needs to be just as strong as your storefront. If you’re managing fulfillment in-house, think about packaging design. Make it easy for it to be reused for returns. Include a packing slip that makes the return process clear. If you’re using a 3PL, be sure they can support not just shipping out, but receiving and processing returns back into available inventory. Every delay, every missing step, every unclear instruction can turn a minor inconvenience into a lost customer.

Technology can help you execute more efficiently. For example, AI can now automatically categorize return reasons, analyze sentiment from customer messages and detect patterns that may indicate product or fulfillment issues.

While some platforms include tools that generate product descriptions or predict demand trends, these should complement – not replace – your operational fundamentals. Tools are just that: tools. It’s how you use them that counts. You still need people, process and judgment. A customer doesn’t care how advanced your software is if their package is late or their return goes unanswered.

The same is true for how you track and learn from your returns. Instead of treating them like a loss, treat them like a signal. Are certain products coming back more often? Are specific brands, sizes, styles or colors generating more issues? Are customers consistently misunderstanding your product photos or descriptions? 

Getting Fundamentals Right

That’s data you can act on. AI can surface these trends faster and at greater scale than manual reviews, flagging key product or content issues before they spiral into lost revenue. Optimizing for fewer returns doesn’t just save money, it improves customer satisfaction and strengthens your brand.

So where does this leave today’s online retailer? In a world full of shortcuts, automation and templated selling, the brands that succeed are the ones that get the fundamentals right. Choose the right platform for your operations. Launch with clarity and honesty. Design your return policy as part of your customer experience, not as a legal footnote. And, build systems that serve the customer well, even after the sale.

Because while selling online starts with a website, lasting success depends on everything that happens after the click. You don’t win by selling the most — you win by being the brand customers trust to make things right when it matters most.

About the Author

Eric S. Youngstrom is founder and CEO of Austin-based Onramp Funds, an innovative fintech that supports the growth of SMB e-commerce businesses by redefining the way e-commerce companies are funded. He leads a team steeped in e-commerce, providing financing and other resources to empower online merchants to scale their businesses and achieve their dreams.

TRE2025 Education Spotlight

From Fit to Checkout: Driving Online Sales Without Losing the In-Store Experience. Speaker: Eric Youngstrom

Today’s customers expect your store to work just as well online as it does in person. In this session, we’ll cover practical ways to bridge the gap between digital and in-store shopping — without losing the personal touch your customers value. Topics include: using digital sizing tools effectively, integrating online and in-store inventory, making returns easy, creating smarter checkout flows, leveraging digital marketing to drive both online and in-store sales and funding options to expand your e-com presence. You’ll walk away with clear strategies to make your website a true extension of your store and convert hesitant browsers into loyal buyers.