What are online sales?

Online sales refer to all the processes that enable consumers to buy products or services via the Internet. This type of sale is generally carried out via digital platforms, such as websites or mobile applications, where customers can browse a retailer’s catalogue, add items to their basket, place orders and make payments online. 

For restaurants, online sales often include ordering meals for home delivery or pick-up (Click & Collect).

What are the key features of this sales method? 

• Accessibility: customers can access the service at any time and from anywhere, as long as they have an Internet connection.
• Online catalogue: digital presentation of products or services with detailed descriptions and images.
• Ordering system: efficient and interactive user interface for selecting products, adding them to a basket and finalising the order.
• Secure payment: integration of payment gateways for secure online transactions.
• Order tracking: customers can track the status of their orders in real-time, particularly for deliveries.

How can I sell online?

Setting up your own online store puts your business in control of the entire customer experience, increases profit margins and raises your profile. 

Here’s a step-by-step guide to help you get started: 

1. Define your objectives and needs

• Objectives: clarify what you hope to achieve (increase sales, build customer loyalty, improve brand awareness).
• Needs: assess the resources required, including budget, staff and technology.

2. Creating a website 

• Choose a service provider: choose an online ordering specialist to create your e-commerce or Click & Collect site.
• Key features :
  • Interactive menu with descriptions and photos
  • Online ordering system
  • Secure payment options (credit cards, PayPal, dematerialised restaurant vouchers, etc.)
  • Order tracking system

3. Integrate an ordering and payment system

• Ordering systems: use a complete management solution that gives you immediate access to your information, real-time updates, access to history and more generally to all your data…
• Payments: integrate secure payment gateways such as Stripe, PayPal…

4. Setting up a delivery system

• Delivery options:
  • In-house delivery: hire or reassign staff to manage deliveries.
  • Third-party delivery services: work with local services or independent couriers.
• Logistics management: use delivery management software to optimise routes and track deliveries in real-time.

Understanding the advantages of selling your products online

Selling online gives a business total control over the customer experience, from the moment the order is placed right through to delivery. By managing orders directly, retailers save on the often high commissions charged by third-party delivery platforms, thereby increasing their profit margins. 

What’s more, this approach provides direct access to customer data, making it easier to personalise offers and set up effective loyalty programmes. Having your own website or mobile application also strengthens your brand image, offering greater recognition and more direct engagement with customers.

What are the disadvantages of selling your products online?

1. Initial costs: the initial investment in the development and maintenance of a website or application can be quite high. A retailer can also pay a specialist to create and maintain the online site.
2. Logistics: managing the logistical aspects of delivery can be complex and costly.
3. Marketing: putting in place an effective marketing communications strategy to attract customers to the retailer’s or restaurant’s platform is not always easy.

What does it mean to sell online via a platform?

Platform selling refers to the use of specialised third-party services to market and distribute a business’s products or services. These platforms, such as Amazon, eBay, Uber Eats, Deliveroo, and Just Eat, provide an online infrastructure where merchants can list their products or services, and customers can make purchases or place orders. 

For restaurants, this usually involves taking meal orders and delivering them to customers.

What are the key characteristics of online sales via a platform?

• Increased visibility: platforms have a large existing customer base, increasing the reach and visibility of the store’s products or services.
• User interface: platforms provide a user-friendly interface for the navigation, product selection, and ordering processes.
• Integrated payment system: platforms integrate secure payment gateways, facilitating transactions for customers.
• Logistics management: for restaurants, delivery platforms handle the delivery logistics, from the order to the delivery to the customer.
• Customer service and support: platforms often offer customer support and manage service issues, complaints, and refunds.

Understanding the advantages of selling on a platform for retailers

By using these platforms, merchants can extend their reach, optimise their operations and access effective management and marketing tools. Here are the 4 main benefits: 

• Immediate accessibility: retailers can quickly access a large market without having to develop their own online infrastructure.
• Management simplicity: the platform manages many operational aspects, including order processing, payment, and, in the case of restaurants, delivery.
• Lower initial costs: no need for significant investment in website or application development and ordering and delivery systems.
• Promotion and marketing: platforms often invest in marketing campaigns to attract customers, thus indirectly benefiting registered merchants.

What are the disadvantages of selling on a platform?

The disadvantages to consider are : 

High commissions: platforms often take significant commissions on each order, reducing profit margins.

Loss of control: less control over the customer experience, particularly in terms of delivery quality.

Limited customer data: restricted access to customer data, limiting opportunities for personalisation and loyalty.

The decision between selling online yourself and using a platform depends on various factors, such as available resources, growth objectives, and your business’s strategic priorities. 

Each method has specific advantages and disadvantages, and a combination of the two approaches can sometimes be the best solution for maximising reach and profits.