What is Ecommerce Merchandising?
You may have heard of merchandising before in a generic sense. Fashion merchandising has become a popular major, a “cool” job, but what is it and how does it relate to your website? eCommerce merchandising is the specific and planned curation of your product, and there are lots of ways to do that. Product can be merchandised based on season, collection, color, style - you name it! The goal is to organize your products in a cohesive, purposeful way that makes sense to your customers.
You might be asking yourself “Why should I bother? Won’t my customers see all my products as they scroll through the page?” No, they won’t! According to the data, customers typically only get a couple rows past the fold (fold = the portion of a web page that the viewers has to scroll down to see, or anything not immediately in view) which means they most likely will only see about 4-12 of your products max.
So how much of an impact are you making with those first few products?
Are you showing products that are new? Are all sizes fully in stock? Are they diverse enough to make a customer feel like you have a interesting product assortment? Have you moved you products around at all this month? This YEAR? Are the products at the top of the page in sync with your email marketing efforts?These are all questions you should be asking yourself, and often.
Ecommerce merchandising is the execution of a purposeful and planned strategy to curate your products. It’s important for business owners to look at the data and analyze what products are getting the most views (not just the most purchases), asking WHY, and creating an action plan to give a product the best chance it possibly has to sell.
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