27 reasons why your e-commerce may fail

This article analyzes the causes why some electronic stores who had everything in their favor, have not succeeded and have been forced to "close their doors".

Following research for my doctorate, I'm now analyzing the failure of some electronic stores that failed to survive. For this I analyzed some 15 businesses that know positively that they have failed and have been creating a model that explains why the failure.

Classifying all causes of trades that I have analyzed, I have finished ordering into 6 groups: related to the selected technology, with the person who manages e-commerce, with the product, the market / environment, with the financial management of trade mail, and promoting trade itself.

In total, 27 variables that have influenced the death of these electronic commerce. Here the classification ...

technology related causes:

  • The platform chosen not integrated with management tools of the company and therefore requires a lot of dedication in product management (estocs control, entry of new products, etc.)
  • The platform chosen is too complex and very difficult to manage.
  • The platform creates a website with a bad usability.
  • The platform is not intended to be indexed naturally in Google and to position itself well.

related causes the person who manages e-commerce:

  • The person is not dedicated 100% to the management and promotion of electronic commerce.
  • The person is not able to properly manage and promote electronic commerce (missing training).
  • The person does not have the personal skills necessary to manage and promote electronic commerce (tenacity, empathy with customers, dedication to service, etc.)
  • The person is not motivated and not managed with the necessary enthusiasm.

Causes related to how to display product we want to sell

  • Product descriptions published on the web are the same as in accounting program or the estocs management, ie, have no soul and do not provide additional information about the product.
  • The images of our product are amateurs and have the same quality as that of our competitors (or even worse, we ourselves have made photos with the mobile).
  • The product does not have the quality required by users.

related causes market / environment

  • The price of our products is out of the market (too high).
  • There is no market for our product or is not connected to the Internet.
  • We are not specialized.
  • Our target audience does not see clearly what our value proposition.
  • Competition is fierce and we do not differentiate us from it.
  • At present our customers have no money and our product is not necessities.

related causes financial management of e-commerce

  • We have not successfully completed an estimate of expenditure and income.
  • Expenses and income are out of balance for too long and is no longer capital to maintain salaries.
  • Instead of making replacement of products sold, we have spent the money to pay salaries or promoting electronic commerce.
  • The salary of the person responsible is not an entrepreneur salary and has a variable part.
  • We paid too much for the maintenance of the technological platform.

Causes related to the promotion of e-commerce

  • Our website does not convey trust (the "who we are" is "cutrillo" the web is "sketchy" do not have user reviews, not part of any association ...).
  • We do not know how or Google or SEO works in general.
  • We do not use other forms of promotion and rely only on the "word of mouth".
  • We do not use social networks to interact with our customers, provide additional information, tips to better enjoy our products, etc.
  • We do not have a newsletter.
  • We make no promotions (in fact, we do not know the difference between "promotion" and "advertising").

This investigation is still in progress and before start working on how to combat the causes, I would like to enlarge a little more, so if you know any e-commerce has failed grateful to help me improve this article by answering the following survey : survey on the causes that lead to failure of an electronic commerce. (It's super simple and will not take more than 2 minutes of your time).

Many thanks.

When you have a point, I will publish the results here.

Note: If you have not yet responded to the survey on the characteristics of managers of companies that implement e-commerce, please, I will thank you responsa also this other survey:

The influence of age on the implementation of an electronic commerce

In the analysis of the factors influencing the implementation and development of e-commerce companies, we find that there empirical evidence that there is a relationship between personal characteristics of managers of enterprises and the successful adoption of such tools.

This is precisely what I'm looking at right now as part of my PhD. To this end, I examine the most relevant articles in this research area and make my own fieldwork. I'm focusing on all the features, but especially in the age, since there are many researchers who have identified a correlation between the age of management and electronic commerce.

This is where I need your help!

If I want to write a quality article with good research, hard data and validating or refuting previous research and my hypothesis, I need to own empirical data.

To do this, I have prepared an online survey of directors of Catalan companies who practice some form of electronic commerce. Understanding e-commerce in its broad definition of the term: any transaction initiated on the internet. That is, almost any company today.

The survey is hanging here:

Survey on the characteristics of managers.

I will be most grateful if stuffed. It will not take more than 2 minutes and the questions are very simple and anonymous.

Por si te puede ser de utilidad: la encuesta la he realizado con Survey Monkey. Una herramienta que permite realizar encuestas online. Tiene una versión gratuita y una de pago. La que verás clicando en el enlace anterior es la de pago, que permite incluir el logo de la empresa, tener varias encuestas a la vez y en general gestionar toda la información que necesito para el doctorado. Ambas versiones disponen de aplicación para Facebook que permiten incorporar la encuesta en tu perfil (es lo que yo haré esta tarde).

Create the survey is not difficult but there are many types of question, so it is first necessary to take the time to go see all the possibilities of the tool. It also goes well see the examples that they themselves propose. They have multilingual version.

Well that's it. Again, I ask for your help if you work or you worked for a company based in Catalonia. Please make this survey and share the link with people who think you can also participate.

A big hug.

Research and managers of references 2.0

One of my short-term goals (meaning "short" as 3 years time, approx.) Is to conduct an Internet-related doctorate. To do this, just in teaching at the UAB, give lectures, run a business and be a mother of 3 children, were not enough, now I'm studying a Masters in Information Society and have chosen the branch of the master engaged in research to Ph.D. start next year.

A raíz de los trabajos que tengo que realizar para el máster, me he visto obligada a utilizar un gestor de referencias bibliográficas. Para quien no sepa qué es esto, un gestor de referencias es un programa que de forma automática almacena la información que hace referencia a artículos, libros, posts, etc. y facilita su posterior inserción en citas cuando estamos escribiendo un texto. También crea de forma automática la bibliografía y estandariza su formato.

There are many types of bibliographic managers, both free and paid software, desktop or online, and a large part of them can be integrated into Word and Internet browser you use. (You'll find more info on these programs in this post Abysnet)

After trying some of them, I opted for Zotero (

This program is online, integrates with Firefox to automatically record the references we obtained online (not integrated into Explorer), and integrated into Word, go quoting, automatically all the references we have introduced in our base data, and to create the literature referenced document we work.

Zotero also has a social network based on sharing literature related to specific topics.

As for now I will focus on investigating the advantages of online incorporation of traditional trade, as well as the key success factors of these businesses when they decide to have a presence on the webI created a group dedicated to sharing literature refers to this field of research.

The group is open and anyone can join him. For now I'm alone (I believe yesterday), but if you want to research this subject, you can join my group by clicking here (eCommerce & Digital Marketing) And help create a good bibliographic database.

On the other hand, if someone else is using Zotero and want to share tips, tricks, etc. I'll be happy to do so. Right now, for example, I'm trying to figure out how I have to write articles of a post of a blog to automatically Zotero to recognize them and with one click you can incorporate into your database (...'ll look plugins for WordPress to see if I find anyone to serve me. Any help in this regard will be highly appreciated).

later note: I have found a WordPress plugin that converts into easily interpretable data post for Zotero reference type managers. It can be downloaded here: Plugin para WordPress

We talk to each other.