What Makes a Good Online Store? by Tiffany Hixon
As the avid online shoppers browses all the millions and millions of online handmade goods and gift shops that are out there today during the Handmade Revolution, what makes one store stand out among the rest? What makes a shopper spend their hard earned money with that crafter-turned-merchant? Well… let’s take a look… shall we?
The automatic answer is “unique items.” But what does that mean exactly? What makes an item unique and different? Laura Sue of Contemporary Earth Art has sold over 440 one-of-a-kind, original pieces of art since her store’s opening in of July 2006. Her best selling pieces include those in her Bird On a Wire series. Laura Sue takes everyday imagery and turns it into extraordinary work by giving it a splash of color and arranging the canvas in unorthodox, and unexpected, ways.
That very unexpected touch she adds to her art gives it a refreshing feel that breaks the mold of boring art.
But it can’t be all about uniquity.
It’s not.
Another deciding factor that pulls the shopper in and makes them “have a look around” is surprisingly simple: value and price. The two have to go hand-in-hand in the handmade world. Grace Yung from Knit Art by Grace offers patterns that are a whole lot more than just a pattern. Her patterns include directions, tips and instructions on how to do a variety of different customizations to her bags… such as flowers, pockets and straps. Not only are they patterns, but they also offer instruction on felting steps. The buyer is getting way more than a pattern for their buck! They are also getting a tutorial!
Presentation also plays a HUGE factor in the decision of a buyer. It means nothing if the crafter has amazing, unique, gotta-have-it items if you can’t tell the difference between it and an anthill from the photos. Unfortunate for the online 
merchant, great quality photos are one of the most important factors of the biz. Proper clarity and lighting ensure that the seller can get a true sense of what they are browsing and, hopefully, thinking about purchasing. There are many techniques out there today that helps with capturing the true essence of an item’s beauty. Photo tents and lights are at the top of the list and cost anywhere from next to nothing to more than anything. Light sensors help, too. As does taking photos in natural sunlight. Whatever the crafter choose as their style to take photos, it just has to work. And work well.
But what else? Is there more, you ask? What else can draw someone into a shop?
The crafter behind the scenes, of course.
If the items are spectacular, and you simple can’t live without that vintage-inspired coat, will the quality of service turn you off? More than likely. Each crafter has to not only act as the designer and maker of the items, they also have to be the customer service associate. They have to be there at 8am with a smile on their face and a good word in the heart. (Or at least enough coffee to help them fake it!) The crafter has to give the buyer the smooth and pleasant experience they are looking for. Just because the buyer isn’t physically in front of “cashier,” they have to pretend they are. Nothing can sour a sale faster than rude communication between the crafter/seller and buyer.
So you’ve come upon Jane Doe’s store. She has great pictures of breathtaking items that withstand the test of time. The price tag is unbelievably right. And she’s so great you want to take her home to Mom and Dad. Will you buy that painting she did by hand? Will you purchase that pattern to try for yourself? Or will you take that totally rocking plushie monster home to your kid… or, heck, yourself? Chances are… you betcha!
Tiffany Hixon is a published novelist & freelance writer living in Ohio. When she’s not writing, she works part-time in a salon and spa and is a Fine Arts & Art Education double major at Ohio University. In the rare moments of free-time, Tiffany likes to sew stuffed critters with her three-year old daughter, Sydney or geocaching with her husband, Scott. She loves chocolate, iced coffees and singing to 80’s hair metal.
