WE’RE IN YOUR CORNER 2020/21 eCommerce Game Plan

YOUR
eCOMMERCE
#GamePlan
A practical guide for gearing your
business for eCommerce growth

Retail Capital | Your eCommerce #GamePlan | 1

 “For e-commerce businesses, the
three most important infrastructure
items are information flow, cash
flow and delivery.”

Jack Ma
Founder of Alibaba

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 The Game Changers Series

CHAPTERS
Gear your business for eCommerce growth

01/ Ensure You Choose the Right eCommerce Platform

02/ Choose a Payment Gateway Tailored to Your Needs

03/ Provide Value Adds to Convert Customers

04/ Protect Your Online Store Like You Would a Physical One

05/ Systematically Manage Stock & Returns

06/ Turn a Purchase into an Experience With Packaging

07/ Find an Affordable Logistics Solution That Works for You

08/ Generate Sales With Multimodal Marketing

09/ Use Special Offers to Boost Sales

10/ Fast Track Your Growth With Funding

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Introduction
The digital age has rapidly accelerated, as COVID-19 and the

21.9
various ensuing Lockdowns swept the country and indeed the
world, businesses were forced to sink or swim; to go digital,
immediately, or drown. This meant a great and sudden shift million
to eCommerce setups, albeit maybe not the most flawlessly
South Africans
executed, as everyone hopped on the virtual bandwagon to Shopping Online
escape to higher ground in hope that the COVID tsunami
would not wipe out everything they had worked so hard to
build.

That said, as a business owner, eCommerce is hardly a new

concept. In South Africa alone, the signs of a new digital era of
R62
retail have been written on the walls of our economy for some billion
forecasted eCommerce
time. There are currently 21.9 million South Africans shopping
revenue in SA
online, with R62 billion in revenue forecasted for 2020, and
with COVID-19 considered, these figures are expected to rise
by 10% over the next four years. *Source: Statista (Forecast
adjusted for expected impact of COVID-19) August 2020.

With the ever increasing competition online and the need

for businesses to adapt or be left behind, it has become
increasingly difficult to stand out from the crowd. The only
reliable solution that wins time and time again is putting the
work in to understand each component of running, streamlining
and growing an online business, from tech to logistics, and
once you’ve got the magic formula for your product & industry,
invest in reaching and nurturing your target audience.

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 The Game Changers Series

“There are loads of tools and resources out there, specifically

set up and designed for small online businesses. Chat with
as many people as possible; there is a community out there.
I continue to be amazed with how open and excited people
are to share their knowledge, especially with small startup
businesses. Don’t be shy!”
- Kristen Moir
Kristen Moir & CEO of Once More
Co-Founder
Co-Founder & CEO of Once More

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In this eCommerce Game Plan we highlight 10 key considerations,
whether you are fairly new to the digital world, or are an industry
stalwart looking for a refreshed perspective post lockdown. We’ve
also included insights from local eCommerce #GameChangers who
are disrupting their industry with eCommerce innovation.

01 / Ensure you choose the

right eCommerce platform
Whether you’re revamping your existing online store or want to add an eCommerce
component to your website, there are a number of user friendly platforms, tools and plugins
that can make the digital transition a lot easier. Once you have proof of concept and a
vision to scale, invest in a development team to build custom features to super-charge your
online store.

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 Chapter One

Let’s explore some of the most user-friendly platforms on

the market:

Shopify is a great option if you’re wanting to launch an online store/

division as soon as possible. Your new shop can be a separate entity
to your current website or simply linked via adding a button to your
navigation. Learn more and get started here.

A recent estimation showed that around 35% of websites are powered

by WordPress - That’s over a third of the web! If your business’
website is one of them, then launching an eCommerce store is as
simple as adding and activating a plugin. WooCommerce is free,
integrates seamlessly into an existing WordPress site, and is highly
customisable to your needs. View the WooCommerce here.

Squarespace is a plug-and-play solution for when you need a

modern fully functional eCommerce setup FAST. It’s templates are
user friendly and appealing, which is great if you don’t have the time
to launch into an in-depth creation or customisation process. View all
of Squarespace’s eCommerce templates here.

Wix is one of the most user-friendly website building tools, requiring

almost no previous web design experience. There are hundreds of
templates to choose from, including a variety of product galleries, and
customisation is as easy as drag and drop. Explore Wix here.

Magento is a powerful eCommerce-specific platform aimed at large

online retailers. While the backend is simply laid out, Magento is aimed
at large retailers with extensive product catalogues, meaning there are
hordes of settings and functionality to choose from to build a robust
eCommerce store. Get to know more about Magento here.

Is your business more geared towards mobile users? A Mobile-First

approach might then be the way to go - This will involve custom
mobile development and a sizable investment, but your eCommerce
store will then be available on the app stores for ease of use for your
customers.

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 Chapter One

“An eCommerce store needs daily management and TLC.

In addition to finding a great developer to establish the
store initially, choose an e-commerce platform that’s user-
friendly and upskill a staff member so that they can quickly
and easily adapt the store as needed – e.g. adding products,
changing visuals, adding promotions, etc.”

Andrew Scott
CEO of The Fruit Cube

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 Chapter One

Not every eBusiness model involves selling physical products. It’s

important to consider how your industry can digitise and make the
most of a digital platform - Let’s explore how some key industries
can harness the power of eCommerce:

Restaurants and Hospitality

It’s difficult to transition experience-based services into a digital realm, but that shouldn’t
exclude you from reaching out to the online masses. Enable customers to browse
rooms and menus online and make bookings virtually. A quick solution for restaurants
would be to sign up to Uber Eats, Mr D or other food collection and delivery services
to start selling online ASAP - But something to consider with these platforms is the
basket fees that need to be built into your bottom line. This could also be the perfect
opportunity to go the whole hog and launch the online click-and-collect/deliver meal
service that you’ve been dreaming of.

Specialist Services & Professionals

If you run a professional or service-driven business that isn’t suited to the traditional
eCommerce product model, it’s time to save yourself call-out time and offer online
meetings and consultations. For example, turn important events and meetings into
online webinars, or group Google-Meet/Zoom conferences. Since these platforms only
require internet connection and web cams, they typically pose no additional costs, and
add an element of convenience for both you and your clients.

Health & Wellness

The health and wellness industry has had to dramatically shift during lockdown. Virtual
training sessions have taken the world by storm as well as meal-kit deliveries tailored
to your wellness programme. The beauty industry has had to similarly shift to products
sales and home treatment kits. All in all, eCommerce within the health and wellness
industry is here to stay, so ensure you’re geared for the new normal.

Automotive
The automotive industry might seem far removed from the eCommerce space but is
taking strides to go digital. From mechanics launching online booking systems to tyre/
motor spares companies providing express delivery options. There’s no reason for any
industry not to go digital.

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02 / Choose a payment gateway
tailored to your needs
So your virtual store is set up but before you can start accepting orders, you’ll need
to figure out how customers can safely and easily complete their transactions online.
Lucky for you, there are a number of payment gateways to choose from. Here’s a run
down of the most popular picks for South African online stores.

Paygate, a division of DPO SA, is one of the cornerstones

of eCommerce activity in South Africa, having launched
in 1996. Paygate integrates seamlessly into any website.
Explore more here.

PayFast, another division of DPO SA, is a great option for

eCommerce entrepreneurs and small businesses who are
new to the digital transition, but can also be scaled for
medium to large enterprises. Get to know Payfast here.

The new kid on the payment gateway block, Peach

Payments has taken the industry by storm. You will need
to set up a merchant account, however its ease of use is
a major plus for both sellers and buyers. Contact Peach
Payments to learn more.

Ozow is an instant EFT style online payment service. It

allows QR code payments, cardless transactions, email
invoices and SMS notifications - plus SMEs aren’t charged
transaction fees. Learn more about getting started with
Ozow here.

PayU is internationally recognised and offers the widest

range of payment methods in SA. The robust system is
perfect for larger businesses processing large volumes of
transactions daily, and customers are able to credit funds
to their PayU wallet. Learn more about PayU here.

If you plan on accepting international orders, you may want to consider allowing
globally accepted virtual payment systems such as PayPal and Stripe (Which may
involve additional paperwork and an overseas entity). When selecting your payment
gateway it’s important to read the fine print and ensure you understand every aspect
of the monthly and transation fees and incorporate them into your overall costs.
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 Chapter Three

03 / Provide value adds

to convert customers
If you are in the early stages of your online business,
conversion may be a little slow. This is where value-added
extensions can help you clinch those first few orders and
make your site more attractive than your more established
competitors.

Mobicred
Integrating Mobicred with your online store and payment gateway
allows customers to buy items from your store on credit. This
option generally leads to increased basket sizes and reduced
abandoned cart rates. Customers sign up through Mobicred and
are assigned a revolving credit limit. When customers purchase
with their Mobicred account, you, the merchant, are paid out
within 7 days, with Mobicred taking on the risk of repayment.

Enablr
Enablr is a fintech platform that allows customers to purchase
items on layby both online and in-store, using white labelling
and providing cash advances on merchants’ layby books. They
also offer an online payment gateway, instalment sales, revolving
credit, supply chain intermediation, insurance and a number of
other SaaS fintech services. Learn more about Enablr’s layby
enablement solution via the Symmetry Hub here.

Click2Sure
Purchasing insurance on products can be quite a removed
process from the initial shopping experience. Click2Sure allows
eRetailers to embed opt-in insurance on high value or fragile
products, like equipment, tech devices and whiteware, increasing
revenue and customer convenience.

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Chapter Four

04 / Protect your online store

like you would a physical one
Just as installing an alarm system or hiring security for a brick-and-mortar
store is a no-brainer, whether due to human error, neglect or a full-force
Mr Robot-style cyber-attack, cyber security is just as crucial to protecting
your online business. Let’s take a closer look at some of the potential digital
dangers and how you can prevent them.

Connection Not Secure

An SSL certificate for your site should be your first security step once your site is
up and running. Once installed, the padlock and https protocol will be activated
and secure the connection between server and browser, thereby protecting login
details, credit card transactions and sensitive data.

Bad Bots
Bad bots are designed to cause harm, such as credit card fraud and account
acquisition. Fortunately, there are a few things you can do to reduce bad bot activity.
The best way to catch a robot in disguise? Ask if they are a robot. Be sure to
feature; ‘Completely Automated Public Turing test to tell Computers and Humans
Apart’ (CAPTCHA’s). They can be slightly annoying for returning customers but are
well worth implementing as a first step towards battling bad bots.

E-Skimming
E-Skimming allows hackers to capture shopper payment information in real time,
as soon as the customer accesses the payment page. To avoid this, ensure your
website is secure and use prompts to remind customers to never enter their details
on unverified webpages.

Running an online business is a 24/7 job so having a tech team on standby is a

must-have to detect any potential threats and ensure that all your cybersecurity
protocols are up-to-date and functional. Prevention is always better than
cure when it comes to the digital sphere so regular site maintenance by a
professional is a cost well worth the investment.

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“Checking emails, keeping track of
orders and making sure that all of
our websites are working optimally
at 100% is a 24/7 job.”

Clive Shonefeld
Managing Director of Little Brand Box

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“When liquor sales were stopped over
COVID, we managed to add another
product vertical overnight! Through
our supplier partnerships we were
selling groceries to our customer
base and experienced rapid scale on
our platform. This showed the power
of eCommerce, timing and having a
mobile app geared to scale.”

Enrico Ferigolli
Co-Founder Bottles App

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 Chapter Five

05 / Systematically Manage
Stock & Returns
It’s time to tackle the most important part of any retail venture: Stock.
While most eCommerce platforms take much of the hassle associated
with physical stores out of the equation (we’re looking at you, after
hours stock take), it’s possibly even more important than ever to be
organised and alert. If someone orders and pays for an item and it
turns out you’re out of stock… well, that can be a little tough to explain.

Stock Levels
Be meticulous with your physical stock before taking anything live. Ensure
that everything is exactly as described in the listing, in correct condition, and
that you have the correct quantity loaded. If your stock is made to order,
communication with your supplier is vital to keep output running smoothly.

Stock and Warehouse Management Software

Take control of your inventory with a digital solution that integrates seamlessly
with your eCommerce platform. You can get to know your bestsellers and most
profitable items, get tips on pricing and access comprehensive automated
records. Our top picks include Xero, Sage, Zoho and Katana. For larger
enterprises, a warehouse management system can optimise your warehouse
functionality, order fulfillment processes, distribution center management.
Mecalux, Oracle and Granite all offer WMS solutions for the South African
market.

Returns
Returns are an important consideration for your eCommerce strategy. A good
returns policy will influence how users buy online, if they know they can return
goods seamlessly they will be more inclined to spend. Be sure to include the
average cost of a return into your cost of sales - and make sure your terms &
conditions regarding returns are crystal clear.

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 Chapter Six

06 / Turn a purchase
into an experience with
packaging
How you package your item is a crucial element to master as
this is often your customer’s first real life impression of your
brand. The most current trends point to packaging that is:
Sleek, Sustainable & Personal

Memorable Eco-Friendly Materials

Your orders should reflect your brand. Look into custom
packaging materials, such as branded boxes and stickers. Let
the presentation wow your customer before they’ve even seen
the item they’ve ordered. A huge trend that has shaped the
way businesses are packaging products is eco-conscious and
recyclable materials. If your products are fragile, make sure
that the packaging is sufficiently protective. There’s nothing
worse than opening an order to find something has broken,
leaked or fallen out on the way. Package wisely!

The Experience
Online shopping’s popularity has somewhat muted the
traditional consumer experience, so make that up to your
customers by adding a personal touch to show the care
and effort you have put into their order. How about adding
a small gift card to use on their next purchase, attaching a
personalised note, or throwing in a small freebie or sample
product? A personal touch can go a long way in cultivating
loyal customer relationships.

Digital products and service based businesses

If you don’t have a physical product but offer a service or
software solution, wowing your customers through how you
‘package’ your offering is still key. Ensure your online experience
is user friendly, your branding is on point and you reply to every
customer request timeously via email or live chat.
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“Packaging can be theatre.
It can create a story.”
Steve Jobs
Co-founder, Former
Chairman & CEO of Apple

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07 / Find an affordable
logistics solution that works
Your e-store is up and running
Your products are loaded
Customers are able to place orders and pay online
Now you need to figure out how to get your parcel from Point A to Point B. The
ever important question of logistics.

This process is a little more complex than the traditional retail model of simply
getting stock from the warehouse to a single store. You now need to distribute
hundreds of orders to various customer addresses across the country. Finding
the right partner to help you accomplish this smoothly and efficiently is of vital
importance. The digital revolution is both a blessing and a curse. While customers
are able to place orders without stepping foot outside of their home, it necessitates
an expectation for instant gratification. In short, leaving your customers waiting
for the goods they have already paid for is simply not an option.

“There are many delivery options available these days

for online stores, however it’s difficult to incorporate
all of them. Make sure you incorporate logistics
technology that allows you to choose solutions that
cater for business needs, on-demand, same day, time
slot delivery and standard shipping”

Mpho Makgakga
Operations Manager at Picup Technologies

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 Chapter Seven

Self Delivery
Delivering goods yourself or hiring a full-time driver may seem like the simplest solution
in the beginning stages of your business, but not only does it limit the reach of your
shipping areas, it may become increasingly difficult to execute as your business
grows.

On-Demand Delivery
On-demand/hyper-local delivery (within 60-90 minutes) is a growing trend,
especially within the grocery and alcohol industry. Consumers want instant
gratification - if possible this delivery option should be explored for local customers,
at an additional fee or incorporated into your overall costs.

Counter-to-Counter
This is also a great option for small to medium businesses. It’s often a lot more
cost effective than courier services, and allows you to drop off multiple parcels
at one distribution hub for collection by a customer. Pargo is a trackable counter
to counter delivery service making use of over 2,500 pickup points across the
country in both metropolitan and rural areas.

Standard Delivery
This is by far the most preferred method for both retailers and customers. A
courier simply collects a parcel directly from your store/warehouse and takes it to
the customer’s shipping address (local, national or international). Orders are easy
to track and pricing is determined by volumetric weight, location and other key
factors but delivery times could vary from 3-10 days.

Click-and-Collect
Some customers still prefer to collect products in person, even if they order online
- Consider allowing customers to collect their orders for free if you are equipped
for on-site visits. And with COVID restrictions, ‘curb-and-collect’ has even been
introduced as a delivery option for items from take-aways to coffee runs.

“When your e-Commerce business starts to scale consider

recruiting a dedicated logistics manager to focus on
streamlining the delivery experience for your customer. ”

Antonio Bruni
Founder & CEO of Picup Technologies

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Chapter Eight

08 / Generate sales with

multimodal marketing
It’s time to get the word out! There are a vast number of tools and services
available in order to reach the greatest number of potential customers
online. Let’s take a look at some of the most effective marketing channels
for eCommerce:

Social Media
The digital era’s go-to! Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest,
YouTube… the more you take advantage of these social platforms, the faster
you can create awareness and build a community connected to your brand. Of
course, keeping up with social media content is a full time job within itself, so we
recommend either investing in hiring an in-house expert or social media agency
to create effective digital marketing campaigns. Paid content and ads will give
your brand the boost it needs to scale by targeting specific users based on a
number of demographics, including location, age, gender, interests, job title,
online shopping behavior and more.

SEO & Search Advertising

SEO, or search engine optimisation, is imperative in making any long-term
impact on the world wide web. SEO is free, but requires some snappy behind-
the-scenes work on and off-site, with your brand’s keywords, to improve ranking
and traffic amid your competitors. Ensure your website has Google Analytics set
up in order to track user behaviour and to inform future marketing and business
strategies. Google Search & Shopping ads, unlike SEO, are an immediate way
to get your products in view of potential customers. You will however need to
allocate a monthly spend towards keywords and search phrases to reach your
customers.

“I wish we had known more about Google Ad campaigns when we

first started. By using the correct keywords and promoting deals,
it has since put us head and shoulders above our competitors
and allowed our customers to discover our unique product range
through their day-to-day Google searches.”
Shane Clark, Owner of Party Craze

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Email Marketing
Email marketing has proved to be a leading driver of conversions and sales
for almost any industry. Using platforms like MailChimp, Ominsend, Campaign
Monitor, Pardot and more will allow you to determine the best times to send
emails, how often you should send them, how many people are opening them
and which are clicking through to the site. You can even segment your audience
to target specific groups, such as people who haven’t made a purchase recently,
or customers who have spent over X on your site (VIPs).

Influencer Marketing & Brand Ambassadors

Leveraging users with a large following on social media has been a trend for
product businesses whereby influencers provide exposure for their brand
for a fee or for free merchandise. Apart from influencers your customers can
also become ambassadors for your brand through writing positive reviews on
Google/TripAdvisor etc. or posting on their social media as ‘micro influencers’. In
a nutshell word of mouth online and offline is one of the most powerful marketing
tools.

These are merely a handful of marketing channels that your business

can use to get exposure for your business, not to mention Digital PR,
Radio & TV, Video and the multimedia design and content creation
required to even begin optimally executing your marketing strategy. In a
nutshell it’s a full time job and the average business owner only spends
10-20 hours on marketing per week. Select a handful of marketing
channels to include in your Game Plan then invest in the support and
expertise needed to effectively reach your target audience and grow
your business.

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09 / Use special offers to
boost sales
Let’s review our checklist:

Your e-store is up and running

Your products are loaded
Customers are able to place orders and pay online
You’re able to get your parcels from Point A to Point B
You’re getting the word out
But you’re still not seeing the sales figures you want? Don’t despair. Your
customers need an irresistible final nudge. IT’S SALE TIME!

And just in time for the biggest shopping weekend of the year: Black Friday
and Cyber Monday (27 - 30 November 2020).

What is Black Friday?

Initially a US bumper sale day taking place on the Friday after Thanksgiving
(the fourth Friday of November), the idea of an annual mass discount day has
since taken off across the globe, and unofficially marks the start of the holiday
shopping season. Black Friday has grown year-on-year in South Africa and
we anticipate this year to be no different, both in-store and online, in hopes
of kick-starting the economy post lockdown - so get your deals prepped,
marketing ready to go and operations geared to ensure a seamless customer
experience.

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“Use Black Friday to increase new customer
acquisition. Do one or two great deals and make
sure you provide an end-to-end service. Black
Friday has become a pit for average deals and
customers won’t be thrilled if you try jump on the
bandwagon with no real value - In other words opt
for 25%+ off instead of 5% to make a real impact”

Tacita McEvoy
Founder at Social Media Now

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Chapter Nine

Black Friday deal ideas for

small businesses:
The main idea behind Black Friday is to offer a
bargain better than a regular sale or discount.
Some ideas include:

• A percentage off site/store wide or a collection of

your best selling products/services
• BOGO Sales: Buy One, Get One free or 50% off
• Free shipping on all orders
• Discount drops throughout the week
(eg. starting at 10% off and dropping by 5% every
day until you reach 40% off - remember not to
let your customers know what your deals will be
in advance as your revenue might drop the week
before as customers hold out for your offer.)
• Clearance sale of old or discontinued stock
• Flash sale (a high discount for a very limited time,
eg. 50% off for 1 hour)
• Create an ‘early bird’ offer for people signed up to
your mailing list. Give them early access to the sale
and use this tactic to build your database for future
remarketing.

Or a combination of any of the above! It’s all

up to what stock you have available and how
tightly you can squeeze your profit margins.

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 Chapter Nine

What about Cyber Monday?

This is your opportunity to make some noise online without competing with
your brick-and-mortar counterparts, as Cyber Monday mainly focuses on
eCommerce deals - But many businesses run their Black Friday offers for
the entire weekend including Cyber Monday to gain more traction. Use this
day of increased traffic to nab new customers with enticing online deals or
discounted vouchers to use at a later date.

Remember that if you’re doing things right, you should see a huge spike
in sales, so all your attention should be focused on getting orders pulled,
packed and shipped - all hands on deck! If there are going to be delays let
your customers know - giving the heads up will go a long way in preventing
unhappy shoppers and building customer loyalty.

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10 / Fast track your growth
with funding
Let’s face it, there’s more to running a successful eCommerce business than
you thought. But now that you have a solid Game Plan it’s time to fill in the
gaps and capitalise on the opportunities at hand.

Retail Capital is committed to partnering with you to bring your vision for your
business to life. Whether you need to purchase stock, rent warehouse space,
upgrade tech, market to the masses or support with monthly running costs,
Retail Capital’s Business Funding Solutions are unrestricted which means you
can use the funds for whatever your business needs to thrive.

You can even manage your funding requirements online:

Introducing the Retail Capital Client Zone. A safe and secure online platform
that’s accessible anytime, anywhere. The best part? If you create an account
and apply for business funding, you could get the cash you need within 48
hours.

Does your business qualify for funding?

Registered business
Trading for 6+ months
Turnover of at least R30k+ per month

What are you waiting for? Get a free quote via the Retail Capital Client Zone
and start scaling your eCommerce business today.

Since 2011, Retail Capital has provided over 28,000 businesses in South
Africa with over R3+ billion in innovative, flexible and convenient Business
Funding. Business owners still identify access to working capital as the
single biggest challenge that they are faced with. Being responsible for 50%
of the country’s GDP and contributing to over 65% of employment, we are
devoted to partnering with small to medium-sized businesses to grow the
South African economy. Learn more about our Business Funding & Asset
Finance solutions here.

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You’ve got the tools,
now use them.
We hope that this Game Plan has highlighted a few
key areas of your digital business that could be
improved, sparked ideas on how to streamline and
scale, while gearing your business to grow from an
eCommerce newbie to a digital #GameChanger.

“If you don’t understand

the details of your business
you’re going to fail.”
Jeff Bezos
Founder & CEO of Amazon

Retail Capital | Your eCommerce #GamePlan | 27

 BUSINESS FUNDING | ASET FINANCE

retailcapital.co.za | 0861 17 17 17
28 | The eCommerce #GamePlan | Retail Capital