Every online business transaction (eCommerce), especially on a customer-to-customer eCommerce level (C2C eCommerce), has an element of fear and anxiety in it, from both sides engaging in the deed. Sellers might be afraid that the customer will not see the payment through, and customers can be afraid that they will never receive the product they ordered. These are not the only sources of fear present during eCommerce, but nevertheless, majority of them has to do with mutual trust. Trust and loyalty from the one party to the other during C2C eCommerce is a necessity for a business to survive, grow, and thrive. This article will dig deeper on the elements of loyalty and trust, and how they can be developed during C2C eCommerce.
Clarity's eCommerce Marketplace platform has been used in such marketplaces for more than 10 years.
Indisputably, a successful business is based on customers and transactions. Without customers buying the advertised products or services, there would be no reason, motive, or ability for a business to exist. There are some businesses that run on quick, easy transactions of very low-quality products, which customers purchase once probably out of curiosity, and then they regret the money they spent and they never purchase another thing. This article is not about these businesses, although some of the tips might come handy. This article is for those sellers who want to engage customers in C2C eCommerce transactions, leave them satisfied with their purchase, and build an ongoing relationship with them, based on mutual trust. These sellers have the most successful businesses, because their customers, old or new, trust them. They trust the assumed quality of the advertised products, they trust reviews about a specific product, and they trust the seller based on their profile information. Overall, they have faith that any transaction they end up participating in will be for the mutual benefit of both parties, not only of the seller.
Especially in C2C ecommerce platforms where majority of transactions are made based on published or “word-of-mouth” reviews, customer trust and loyalty are big, influencing factors towards business success. C2C eCommerce customer loyalty can have several strong benefits, with overall success being the biggest one. During the initial stages of setting up a business, sellers want to establish a following, loyal customers, a momentum of successful transactions, and a name equivalent to customer trust. Being able to attract and maintain customers is a great attribute of an online platform, which is majorly based on customer trust towards the seller. Achieving and maintaining customer loyalty will mean that a major reason for concern around business success –sales– will not be applicable here, at least not as an initial reason to explain things going south. It will also mean that this business will not have to invest as much capital for marketing purposes as other sellers, since the loyal customers will act as moving advertisements, spreading the word on why this seller is worth a go.