How e-commerce has changed CRM

Customer Relationship Management and e-Commerce

Despite the rapidly growing and changing environment of Business in general, the main priority of many businesses is serving their customers accordingly. Without a loyal and respectable customer base, many businesses would seize to exist.

In traditional Business, it was often common to reward returning customers by providing appropriate discounts or friendly in-store service. This is more difficult to do in a complete digital environment. To service your customers correctly you have to look elsewhere.

The primary means of CRM (Customer Relationship Managed) is to make sure your customer receives that what they seek in an enjoyable manner. Traditional Businesses keep records of frequently visiting customers to make sure their next visit will be a success. A customer that is a frequent ‘dress buyer’ would do well to be informed on the relevant dress discounts upon their next visit. In e-Commerce, creating an enjoyable customer experience is rather different whilst still being a challenged as all is digital.

In e-Commerce, customer data is usually stored within big databases that accurately store all data of previous purchases. This allows an e-Commerce business to cater an online shopping experience exactly to a customers’ needs. According to Castillo (2021), most e-CRM software also has the ability to analyze your site’s metrics, for example:

  • Conversion rates;
  • Customer click-through rate;
  • E-mail subscription opt-ins;
  • Which products customers are interested in.

These features provide an e-Commerce business the ability to personalize a customers’ shopping experience to great heights. In an era of individualism, it is highly important to make your customers feel wanted and important. Giving your customers a shopping experience that is unique to them creates a feeling of wholesomeness and increases return rates significantly. The innovative and advanced CRM software that is currently out in the market has shown to be of immense benefit to many E-Commerce businesses as a result. An important question follows, “how is an e-Commerce business able to retain a high customer satisfaction ratio?”

High customer satisfaction rates are a result of correctly executed Customer Relationship Management strategies. Any business that aims to correctly manage their customers should aim for a personalized strategy that caters to their business and product/services in question. However, this does not mean that there are no general ways to improve your customer satisfaction rates. Any high-level marketing/sales academy teaches many of the coming principles as important for e-Commerce businesses to create/maintain high level customer satisfaction rates.

General tips to improve Customer Experience for e-Commerce

  • Keep it simple

Many new e-Commerce businesses create the mistake of making their online shopping experience too complex. According to Santora (2020), 55% of shoppers abandon their virtual shopping cart due to reasons such as unexpected shipping fees, unclear taxes, and a time-consuming purchasing process. This statistic clearly shows that customers want their product with a simplistic shopping experience. A lack of transparency and an abundance of steps needed to complete a shopping process takes away from a customers’ shopping experience and forces them to leave their carts without purchasing.

  • Value Feedback

The digital opportunities that come with e-Commerce offer a myriad of possibilities when it comes to gather customer data. It is important to document both your customers’ positive and negative feedback as these can be used to improve your e-Commerce website/shopping experience. Actually using your customers as a fuel to improve your business is a core component of many big e-Commerce businesses that are able to maintain loyal customer bases. Look at both the positive and negative feedback, take in what comes back frequently and adjust your business accordingly. Do this frequently and success is likely to increase.

  • Multiplatform Support

Another way to improve your relationship with both your existing and new customer base is to make sure your e-Commerce Business is optimized for all platforms. This can be interpreted in many ways. Your Business must be optimized for all mobile platforms for instance (Apple/Android). Website quality deviation between platforms can be detrimental and exclude large parts of your customer base. This should be avoided as much as possible so the quality of between platforms should be checked frequently.

You can also apply the Multiplatform Support philosophy to provided payments for example. Try to expand the payment options you provide to your customers by giving them the choice to pay with Ideal, PayPal, PayByPhone, After pay, Klarna, Credit card, Bank Transfer and so on.  The more options you provide your customers, the more likely they are able to continue with their purchase. However, don’t include too much payment options as this again might make the purchasing experience too complex-looking. Access the main paying methods made/preferred by your customers adjust accordingly.

Many e-Commerce businesses also decide to outsource their optimization to external professionals such as ModusLink. Would you like to know more about the latest developments regarding e-Business CRM optimization? Talk to a ModusLink Expert today by clicking here.


Atchison, J. (2020, 18 november). How to Boost Customer Satisfaction on Your Ecommerce Website. Business 2 Community. Geraadpleegd op 16 januari 2022, van

Castillo, D. (2021, 8 december). What is the role of customer relationship management (CRM) in e-Commerce? Sana Commerce. Geraadpleegd op 16 januari 2022, van

Ecommerce News Nederland. (2020, 7 december). CRM voor de ecommerce. Ecommerce News. Geraadpleegd op 15 januari 2022, van

Santora, J. (2020, 7 november). 5 Cart Abandonment Stats to Help You Win “Lost” Sales Now. OptinMonster. Geraadpleegd op 15 januari 2022, van