What is e-commerce and what separates the sites that work from those that do not?

E-commerce is the buying and selling of goods and services online, spanning marketplaces, direct-to-consumer stores, and B2B platforms. The technology is now commoditised. Anybody can launch a functional store in an afternoon, which means the platform explains almost nothing about outcomes. What separates performing sites is unglamorous, comprising product page depth, credible reviews, honest delivery expectations, and a checkout that does not surprise anybody with costs at the final step. Unexpected shipping cost remains the single largest driver of basket abandonment, and it has held that position for over a decade.

What is a good e-commerce conversion rate?

Between 2% and 3% across most sectors, though it varies enormously with traffic source and average order value. Paid social traffic converts far below branded search traffic, so a blended figure conceals more than it reveals.

Why do customers abandon their baskets?

Unexpected costs, forced account creation, and a checkout demanding more information than the transaction requires. Around seven in ten baskets are abandoned, and most abandonment is avoidable rather than reflecting genuine hesitation.

Do product reviews affect sales?

Substantially. Products with reviews outperform those without, and a moderate rating with many reviews typically outperforms a perfect rating with three. Uniform perfection reads as fabrication.