10 common mistakes with online stores that you can (and should) avoid
Updated: 29 / 01 / 2025

The 30 Common Online Store Mistakes You Must Avoid

Bruno Díaz Marketing Manager
Bruno Díaz
Marketing Manager

Avoiding common mistakes in managing an online store is essential to improving user experience and boosting sales.

Creating an online store may seem simple, but many factors can determine whether your business succeeds or fails. Here’s a list of the 30 most common mistakes you should avoid to ensure efficient and professional e-commerce management:

1. Lack of knowledge

Good intentions aren’t enough. You need expertise or the support of professionals specializing in online stores.

2. Poor technology choice

Choosing the right platform is essential for a functional e-commerce. CMS options like Prestashop, WordPress, or Shopify, as well as custom development, have their advantages. Choose wisely based on your needs.

3. Hiring the wrong professional or company

Trust experts with a proven track record and references. Poor decisions can jeopardize your entire project.

4. Neglecting web design

A visually appealing and functional design improves navigation, builds trust, and encourages purchases.

5. Failing to invest in marketing

Without a solid digital marketing strategy (SEO, SEM, social media), your store won’t attract visitors. Plan your marketing efforts carefully.

6. Not dedicating enough time

E-commerce management requires daily attention, from updating products to analyzing data and customer management.

7. Poor shipping policies

Be transparent about delivery times. Overpromising and underdelivering damages trust and reputation.

8. Pricing mistakes

Conduct market research to ensure competitive and transparent pricing.

9. Lack of trust and security

Secure your store with SSL certificates, reliable payment methods, and a clear return policy.

10. Price surprises at checkout

Hidden costs like VAT or shipping fees at the end of the process lead to cart abandonment. Be upfront with all costs.

11. Ignoring abandoned carts

More than 67% of shopping carts are abandoned. Use follow-up emails or discounts to recover these sales and analyze why users leave their carts behind.

12. Skipping analytics

Data is essential to understand what works and what doesn’t. Use tools like Google Analytics to make data-driven decisions.

13. No efficient search bar

A well-designed search bar enhances user experience. Make sure it’s functional and helps customers find what they’re looking for.

14. Incomplete product descriptions

Short or vague product descriptions hurt your SEO and sales. Invest time in detailed, attractive product pages.

15. Lack of contact information

Transparency builds trust. Always include a clear and visible contact section on your site.

16. Requiring account registration to buy

Not all users want to create an account. Offering a guest checkout option prevents losing potential buyers.

17. Misleading information

Inaccurate photos or descriptions damage your store’s reputation and may cause legal problems. Be honest about your products.

18. No related products displayed

Recommending related products increases the average cart value and improves SEO.

19. Low-quality images

High-quality images are essential for building trust and boosting conversions. Invest in professional product photography.

20. Failing to respond to users

Ignoring customer inquiries or complaints harms your brand. Always respond within 24 hours to maintain trust.

21. Ignoring SEO

Without SEO, it’s hard to drive organic traffic to your store. Optimize titles, descriptions, and keywords.

22. Not optimizing for mobile devices

A responsive design is crucial in today’s mobile-first world, where many purchases happen on smartphones.

23. Slow loading times

Slow-loading websites cause user drop-off. Optimize your site’s images and code for faster loading times.

24. Forgetting discounts and coupons

Discounts and coupons incentivize customers to complete their purchases.

25. Not planning for key dates

Prepare special campaigns for key dates like Black Friday, Christmas, or seasonal sales to maximize revenue.

26. Limited payment options

Expand payment options with systems like Bizum, PayPal, or buy now, pay later solutions to meet customer preferences.

27. Complicated return policies

A clear and simple return policy improves customer trust and satisfaction.

28. Failing to monitor customer experience

Customer feedback helps identify issues and improve your e-commerce performance.

29. Lack of customer loyalty efforts

Loyal customers are more valuable than new ones. Use loyalty programs, exclusive offers, and discounts to retain them.

30. Not automating tasks

Automation tools save time and streamline processes like abandoned cart recovery, email campaigns, or inventory management.

Bruno Díaz Marketing Manager
About the author
Bruno Díaz — Marketing Manager
Professional with a long career as a communication and digital marketing consultant, specializing in SEO, SEM and web projects. As Marketing Manager of the agency, I coordinate a great team of digital marketing technicians of which I am very proud.

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