Five Ways Distributors Can Optimize E-Commerce Platforms

As online shopping continues to grow, jan/san distributors must keep up with evolving customer expectations. A solid e-commerce platform is no longer just nice to have — it’s essential for staying competitive.  

By focusing on a few specifics, distributors can make their online presence more effective, easier to use, and better suited to serving customers. Distributors can follow these 10 practical tips to help get started: 

1. Make the Website Shine with User-Friendly Design  

Distributor websites are often the first interaction point with a customer.  A clean and easy-to-navigate design makes a great first impression. Specifics include:  

- Mobile-Friendly Design: Many customers browse and shop on their phones, so make sure the site works well on mobile devices.  

- Fast Loading Times: A slow website can frustrate visitors. The use of smaller images can optimize loading speeds.  

- Consistent Look and Feel: Sticking to a clean, cohesive color scheme and layout to make the site look professional, trustworthy, and easier to navigate.  

2. Boost Visibility with SEO That Works  

Search engine optimization (SEO) helps potential customers find websites when they search online. Tips for improving website visibility include:  

- Use of Relevant Keywords: Start with terms that customers might search for in product descriptions and blog posts. Updating these regularly can ensure a distributor’s website has a better chance of being found as customers search for certain trending keywords.   

- Optimize Meta Titles and Descriptions: A meta title is the text that appears in search engine results and browser tabs to describe the topic of a webpage.  The meta description is the short writeup that appears under the title in search engine results — it further explains what a user might learn by clicking on the piece. Distributors should write clear, engaging meta titles and descriptions to encourage clicks. Using specific keywords for each page of your website will also increase the chances of attracting viable leads.   

- Local SEO: Distributors that serve specific areas or would like to focus more on attracting local companies should utilize location-based, geotargeted keywords and create a Google My Business profile.   

- Share Useful Content: Regularly updating websites with original blog posts, guides, and other helpful resources will attract visitors. Search engines prefer when sites are consistently being updated with more information and will prioritize links to these sites in search results.  

 3. Make Navigation a Breeze  

A well-organized website makes it easy for end user customers to find what they’re looking for. Navigation improvement tips include:  

- Clear Menus: Organizing products into categories and subcategories that are simple to follow is preferred by most customers compared to an overly complicated setup.    

- Search Features: Adding a search bar with filters can help customers narrow down their options.   

- Breadcrumb Navigation: Showing customers where they are on the site makes it easier to go back as needed. This allows people to always know where they are on the shop site.   

4. Bring a Personal Touch with Live Chat  

Providing the opportunity for end user customers to live chat with a distributor representative can make online shopping feel more personal. Distributors who are recognized for their in-person customer service offerings are encouraged to extend those services to the online environment. To do so, distributors should consider the following:  

- Instant Answers: Customers can get help right away instead of waiting for an email reply. 

- Proactive Help: Live chat can assist customers who seem stuck or are about to leave the site.  

- Efficiency: Automated chatbots can handle common questions, freeing up customer service and sales teams to tackle more complex issues immediately with customers.