E-commerce is here to stay.
And as technology improves, even more customers are choosing to buy products online. In fact, eMarketer projects that in 2025, online retail sales will make up 21% of all retail purchases — but that doesn’t mean brick-and-mortar stores are going away any time soon. As the owner of a dive shop, you can capitalize on this trend by launching an online store that compliments your in-person location.
However, to make the most of this opportunity, you need to launch your online dive store with sound e-commerce strategies. This includes your website’s design, the products you sell, and the processes you follow as you serve your customers. You know your customers, so design your site and your e-commerce business with their needs in mind.
In this blog, we’ll go over strategies you can use to maximize your online store’s potential.
So, why should you launch a dive e-commerce website? Let’s take a look at some of the benefits of offering an online store.
One of the greatest motivators for shopping online is convenience. Rather than traveling to your location, customers can explore products and make purchases from the comfort of their home. While some customers prefer to see a product in person before buying it, offering an online dive store caters to those who prioritize convenience.
Hosting an online dive store increases the amount of customers you can serve. Dive businesses that have only a brick-and-mortar location are limited to those who live in or travel to their local area. Your online store allows you to sell to customers across the nation (or even the world). By expanding your marketing strategy, you get the word out about your store to potential customers far and wide.
An online dive store adds value to your business by providing an additional stream of revenue. Although launching an online store requires additional effort, strategy, and time, the reward from a well-managed online store is well worth it. Your online store also generates interest in your brick-and-mortar store, and vice versa — multiplying your success.
As you add an online store to your business model, it may be tempting to do only the bare minimum. But for best results, you need to thoughtfully craft an e-commerce strategy that targets your ideal customers. These strategies will help you create an online dive store that customers enjoy browsing and making purchases from.
Your dive e-commerce website should match your physical store in its colors, design, and products. Customers should be able to tell that each is part of the same business. Use the same logo, fonts, and design elements to create a cohesive and recognizable brand. This will catch the eyes of customers both in person and online.
Related Read: 6 Dive Scuba Store Management Best Practices
Your online dive store should be both visually appealing and easy to navigate. Categorize your products into logical groups for convenient navigation.
You might categorize your dive products into groups like these:
Having clear product categories makes it easier for customers to find what they’re looking for. You can also add a search function so a specific product can be located quickly. Clearly display item information so users can quickly familiarize themselves with a product, and make it easy to add an item to your cart and make a purchase.
Unless you happen to be a skilled web developer, you need help with your website’s design. Don’t hesitate to hire a professional to design your site for you. You can access design support by using an online e-commerce platform, including a point of sale (POS) system. Work closely with them as they design your site to ensure it’s easy to use for your customers.
Be sure to include high-resolution images and detailed product descriptions on your online dive store. Whether it’s a wetsuit, flippers, or goggles, customers are much more likely to make a purchase when they can get a clear idea of what they’re buying. Include images from multiple angles, and if possible, next to other objects for scale.
You should also include product descriptions. In these descriptions, include product details like these:
Highlight the unique features and benefits of each item so customers can compare and contrast different products.
The products you offer on your online dive store will be largely the same as the ones you sell at your in-person location. But, because your online store can serve a more broad audience, their buying habits may be different. Don’t be afraid to adjust your offerings to cater to these customers.
If certain products, like boots or fins, sell well online but sales are lighter at your store, you can try offering different variations of these items on your online store. Over time, refine which products you sell online versus in store to maximize sales of your most popular items from each channel.
Related Read: Inventory Forecasting for Dive Shops: 8 Tools & Trends
To maximize sales from your online dive store, simplify the process of making a purchase as much as possible. The fewer steps it takes from selecting an item to placing an order, the fewer customers will abandon a purchase along the way.
Ensure the payment system you have in place is secure and reliable to minimize errors, and accept as many payment methods as you can — including cards and digital methods like PayPal. The more tender types you can accept, the more customers you can serve.
Related Read: Dive Shop Payment Processing: The What, Why, and How
Even with a great dive e-commerce website and an efficient shipping operation, you and your customers will occasionally experience issues. To resolve these issues, great customer service is essential. Offer to help customers over email, text, or phone. Providing customers with multiple options lets them choose the one that’s most convenient for them.
To help you provide effective customer service, set up a FAQ page on your website and set e-commerce policies from the outset. An FAQ page lets you communicate the answers to customers’ most common questions so you can cut down on the need for customer service inquiries. This page is a great place to communicate store policies, including information about returns, refunds, warranties, and other considerations.
To run an effective dive e-commerce website, you need reliable suppliers. Before you determine which supplier or suppliers you want to work with, research multiple options. Make sure they offer reasonable prices, meet deadlines, and will work with you on customer service issues that come up.
If you place large orders for inventory, you may be able to negotiate a bulk discount. If you prove yourself to be a profitable and reliable buyer over time, you’ll have greater bargaining power to negotiate a favorable deal with suppliers.
Related Read: 10 Networking Tips for Dive Shop Owners
Adding an e-commerce website to your dive business increases your potential for success — it allows you to serve more customers and bring in greater revenue. As you set up your online dive store, remember to use effective branding, create a simple layout, and add high-quality product images and descriptions. Be sure to adjust your product offerings over time, offer a simple process for taking payment, offer great customer support, and choose great suppliers to work with.
As you follow these strategies, your online dive store can serve more customers — but to serve them most effectively, you need to implement a POS system.
Dive Shop 360 is a cloud-based POS system built specifically for dive shops. Our all-in-one solution helps you design your website so you can launch your online dive store and start serving customers across the nation. The software also gives you access to dive suppliers, so you can secure the best inventory for your online store. With a full suite of general and industry-specific features, you have everything you need to run your business.
To see what Dive Shop 360 can do for your business, schedule a demo today!
