Six Essential Ingredients of Ghost Commerce for Beginners in 2023 (with suggested vendors)

Launching your own e-commerce store is one of the most popular pathways to entrepreneurship. Ghost commerce is an approach that let’s absolute beginners get an online business started with an absolute minimum of cash investment. Below, we delve into six essential ingredients to make a ghost commerce venture successful, along with some vendors to explore.

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1. Dropshipping

Dropshipping is central to the ghost commerce concept. Instead of maintaining inventory, retailers collaborate with third-party suppliers who in turn fulfill orders directly. 

By effectively implementing dropshipping, retailers can focus more on enhancing customer service and less on managing inventory, much less worry about manufacturing.

The result? More streamlined operations, reduced inventory costs, and an expanded product catalog. 

Dropshipping vendors to check out: 

• Oberlo: Exclusively integrated with Shopify, making it a go-to choice for Shopify store owners. Primarily sources products from AliExpress, a large Chinese online retail service. Known for its user-friendly interface, making it easy for beginners to start with dropshipping. Offers a free starter plan with basic features, with paid plans providing more advanced functionalities.
• Spocket: Emphasizes suppliers from the US and Europe, which can lead to faster shipping times for certain markets. Tends to focus on higher-quality products compared to typical dropshipping items, differentiating it from platforms that source from mass-marketplaces. Works with both Shopify and WooCommerce, offering versatility for different e-commerce platforms.
• Doba: Offers an extensive product selection, aggregating products from a wide range of suppliers into a single platform.

2. E-commerce Platform

A robust e-commerce platform is the backbone of a thriving ghost commerce venture. 

These platforms provide comprehensive toolkits for the creation and management of your online store, from product listings and payment processing to shipping logistics and customer service. 

By offering a wide range of customizable options, these platforms accommodate businesses of all sizes and types, facilitating the unique requirements of ghost commerce, including seamless integration with various dropshipping suppliers. 

Our favorite is Shopify, but check out reviews like this one to find the platform that’s right for you.

• Shopify: A user-friendly e-commerce platform that allows merchants to create, customize, and manage their online stores with integrated payment and marketing solutions.
• WooCommerce: A free, open-source WordPress plugin that transforms websites into customizable online stores, offering extensive features and integrations. Popular, but suffers from the very out of date WordPress architecture. 
• BigCommerce: A scalable e-commerce solution designed for growth and innovation, providing merchants with a range of built-in tools and integrations to optimize their online business.

3. High-Quality Product Images

We all know high-quality product images are essential to driving purchase decisions. But we’ve all seen those  product images that are generic, bland, and uninspiring. 

The reason these images show up again and again is that merchants often re-use the low-quality product images that their dropshipper provides. 

Maintain your distinctive creative voice by investing the time to create your own product images for product catalogs, social posts, and ads. You can either get samples of your products from dropshippers and photograph them, and then use a photo editing tool to make them look as crisp and punchy as possible. Or as a business hack, you can use a new class of AI enhanced tools to take existing product images provided by your dropshipper and repaint new backgrounds around them. 

Some photo tools to consider: 

• SceneCraft: An AI-enhanced tool to repaint new backgrounds around existing product photos. This tool takes advantage of the latest advancements in Generative AI and packages it in a simple-to-use tool. 
• Adobe Photoshop: The industry-standard graphic design software for photo editing, digital art creation, and image manipulation. But you may need to hire a designer to unlock it’s full capabilities.

Soona: A fast-casual content creation platform offering affordable and quick photo and video shoots for brands and businesses. Awesome and consistent, with transparent pricing.

4. Excellent Customer Service

Excellent customer service is key to winning customer loyalty and building a positive brand reputation. Respond promptly to customer inquiries, resolve issues quickly, and do whatever it takes to keep your reviews positive. 

A customer service platform helps you in a few ways. First, it lets customers talk to you however they want - whether it’s by email, voice, sms, whatsapp, etc. Second, automatic responses can reduce your workload and make customers feel like you are a responsive operation. Finally, you can get analytics and reporting so you can track and improve the performance of your customer support operation.

Platforms to help you with customer service: 

• Gorgias: A customer support platform tailored for e-commerce, integrating AI-driven automation with popular online store platforms.
• Zendesk: A comprehensive customer service suite offering multi-channel support, integrations, and scalable solutions for businesses of all sizes.
• Freshdesk: A cloud-based customer support software providing omnichannel communication, automation, and collaboration tools for streamlined customer interactions.

5. Compelling copy

In the world of e-commerce, where customers can't touch or try products before purchasing, the power of words becomes paramount. Compelling product descriptions, engaging blog posts, and persuasive marketing materials can make the difference between a browser and a buyer.

Your copy should not only describe the product but also evoke emotions and paint a vivid picture in the minds of potential customers. It should answer questions, address concerns, and highlight the unique value proposition of your products.

Moreover, in the age of SEO, the right copy can also drive organic traffic to your site, making it doubly important.

Vendors to consider for copywriting:

• ChatGPT: The groundbreaking product launched in 2022 that introduced the power of Generative AI for writing. 
• Scenecraft: Scenecraft includes a Generative AI model for writing, tuned to the needs of e-commerce. It’s part of a streamlined workflow to create both the image and description needed for a social media post. 
• Upwork or Fiverr: Freelance platforms where you can find experienced e-commerce copywriters who can craft compelling product descriptions, blog posts, and more tailored to your brand voice.

6. You, The Merchant: The Heart and Soul of Your Store

Behind every successful ghost commerce venture is a passionate merchant with a unique story to tell. 

You set the tone for everything – from the products you choose to feature, to the design of your website, to the voice in which you communicate with your customers. 

While tools, platforms, and strategies are essential, it’s the brand you create that truly differentiates one store from another.

Tips for the Merchant:

• Stay Authentic: In an age of digital impersonality, genuine authenticity stands out. Share your story, your reasons for starting the store, and the values that drive you.
• Engage Directly: Take the time to engage with your customers. Whether it's through personalized emails, social media interactions, or handwritten notes, these personal touches make a difference.
• Embrace Innovation: In the competitive world of e-commerce, staying stagnant is not an option. Explore new technologies, test innovative strategies, and always be open to fresh ideas that can elevate your store's experience.

In conclusion, ghost commerce offers a unique opportunity for entrepreneurs to start an online business with minimal upfront investment. By focusing on these six essential ingredients, you can set up a ghost commerce operation that not only thrives but also stands out in a crowded online marketplace.

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