---- Casualty of Penguin - Diversity (vs a privileged club of few)
EditorialGuy - 11:01 pm on Oct 10, 2013 (gmt 0)
One thing I think smaller sites could do better is opinionate on the products they sell.
Or, better yet, they can supply helpful information that makes me want to buy from them. When the paper-transport mechanism of my old but industrial-strength laser printer started misbehaving a few years ago, I went online and found a site that sold a repair kit and had a video on how to make the repair. I'm not a DIY type by nature, but the video made the repair look like something I could do, and I didn't even bother looking for the repair kit somewhere else: I just ordered it from the guy who'd made the video, because I knew it would be the correct set of parts.
I'll also buy from specialized vendors when they have items that aren't readily available on sites like Amazon--say, obscure kitchen and food items, or products for my breed of dog.
In other words, the small e-commerce site needs to provide some kind of added value (not just a competitive price) to get my attention: useful content that gives me confidence in the vendor, unique merchandise, or--ideally--both. (And no, the site owner's SEO skills don't fall under the heading of "added value" when I'm shopping for merchandise online.)