The Biggest Ecommerce Challenges in 2024 [+ Solutions]

Ecommerce has grown at an exponential rate, with total ecommerce sales expected to reach $1.065 trillion in 2023. When compared to brick-and-mortar store owners, online business owners face unique ecommerce challenges. 

  • Ecommerce businesses must adhere to specific rules and regulations, and cybersecurity is a top priority to ensure that all data stored online is secure.
  • New technologies such as augmented reality and IoT (Internet of Things) commerce have added new and unique challenges and considerations to ecommerce businesses.
  • Driving relevant traffic to your website is essential because the margins for conversion in ecommerce are thin. 
  • Because of the ecommerce boom, competition is fierce, order fulfillment can be overwhelming, and your return policy is critical.

This article is for ecommerce business owners facing and overcoming common ecommerce challenges. 

Top Ecommerce Challenges And How To Solve Them 

While adapting to the digital commerce business, leaders around the world face several ecommerce challenges. Here are the top ten ecommerce challenges and simple solutions for building a successful ecommerce platform.

Cyber Security and Avoiding Frauds 

Did you know? 

Your offices should not be your only focus when it comes to cybersecurity. Traveling with connected devices raises the risk of data breaches or cyberattacks.

Cyberattacks have the potential to damage your brand’s reputation and drive away customers for good by infecting your ecommerce website with viruses and, more seriously, by jeopardizing the security of your customer’s sensitive data.

This scenario is one of the most difficult issues to overcome in the ecommerce industry and is undoubtedly one of every ecommerce owner’s worst nightmares.


  • Always opt for dedicated server hosting, be cautious, and back up your data. Stay proactive by consistently updating your ecommerce platform. 
  • Lastly, keep your ecommerce platform updated with patches and plugins to tackle emerging threats head-on. 
  • There are numerous plugins available; choose the one that works best for your ecommerce website. 

Recommended Read: Cyber Threats: A Guide To Digital Protection

Online Identity Verification 

When a customer visits an ecommerce site, how does the retailer know if the customer is who they believe they are? Is the shopper providing the correct information? Is the shopper sincere in his or her interest in the ecommerce products?

How do you proceed if you lack accurate details or information? It does get complicated. Investing in online identity verification would be the solution.


  • There are various methods for incorporating online identity verification. 
  • For example Biometrics, artificial intelligence, single sign-on, one-time passwords, two-factor authentication, and other technologies.

Customer Expectations 

With the introduction of new technology and exposure to a variety of brands and services, modern consumers are becoming more informed and aware. 

The modern consumer has high expectations for the products and services that they pay for and is always looking for better experiences. 


  • If you want to solve this problem for your ecommerce business, you must be well-versed in current web design trends. 
  • A thorough examination of current trends will enable you to identify and assist in the implementation of changes that your company requires.


Customer retention strategy, whether executed online or in person, revolves around focusing on customer expectations, actively listening to and addressing customer feedback, and being open to implementing improvements.

Creating The Ideal Ecommerce Website 

A user-friendly and visually appealing website for your ecommerce store is essential, but striking this balance can be difficult. Creating such a website can be difficult for online retailers offering a diverse range of products and services. 


Prioritizing user experience in web design can increase customer satisfaction. 

  • Select a simple design.
  • Use user data ethically and legally. 
  • Monitor user navigation on the website. 

Organizations can use a website change monitoring tool to keep track of updates, monitor changes to ecommerce website prices, and quickly fix any website issues.

Personalizing Your Ecommerce Store Experience

Did You Know? 

Email marketing currently has the highest ROI of any channel. 

According to Campaign Monitor, it outperforms social media in terms of consumer acquisition by a factor of 40.

Creating a brand identity may appear simple, but it is one of the most difficult ecommerce challenges you will face as a business owner. You should personalize your ecommerce store so that it reflects your company’s identity and image. However, this is much easier said than done.

It’s not only about creating a distinct identity and focusing on how your page looks; you also need to consider the relationship you’re developing with your customers.

Customers will stop buying from you and you will lose significant industry goodwill if your emails come across as too spammy. This is just one of many examples of how personalization can help your business.


  • To overcome such ecommerce issues, you must focus on developing a close relationship with your customers. 
  • This is only possible if you first decide on the appropriate goals. 
  • What do you wish for people to remember about your ecommerce store? It’s critical to maintain a consistent tone and brand voice across all channels, including email and social media.

Store Agility 

How quickly can you introduce new features, upload and promote new content, and respond to industry-wide changes? Because the world of ecommerce is constantly changing, you must adopt an agile business model. It is one of the more significant ecommerce challenges you will face.

Your competitors are likely to be moving at breakneck speed, implementing new policies, and capitalizing on new trends. You will be left behind if you cannot keep up with their pace. That is not what you want!


  • You should approach your business model more comprehensively. Ideally, all your parts should be functioning properly, including marketing, manufacturing or sourcing, and logistics. 
  • Make sure you are capable of quickly adapting to external and internal changes. It requires team cohesion and an efficient organizational culture, so work on developing those!

Staying Ahead of Your Competitors 

Dealing with competition is one of the unavoidable ecommerce issues that business owners face these days. It is up to you to determine how you will deal with the competition. Some business owners cannot handle or face the pressure of dealing with direct competitors. Others, on the other hand, can identify and capitalize on opportunities.


  • There is no clear solution for this one. The best way to deal with competition is to conduct a thorough SWOT (Strengths, Weaknesses, Opportunities, and Threats)  analysis and revisit it regularly. 
  • You need to understand that you can judge your progress and your competitors well only if you realize that other businesses are likely at different stages than yours. 
  • It means it’s okay to take things slowly but don’t pass up any opportunities.
  • Instead of worrying about what your competitors are doing, try to come up with new business ideas. 
  • Keep a close eye on your competitors, but don’t be afraid to forge your path. 


Healthy competition is always advantageous!

Competing on Price and Shipping 

Even though customer experience is the most essential factor for consumers, online shops frequently compete on price as well. Price competition particularly affects small ecommerce businesses, as large and mid-sized competitors can frequently offer products at a lower cost.

For example, companies like Amazon and Walmart typically have shipping facilities globally. Their warehouses enable orders to ship from the nearest location. The cost of distribution is reduced, and the order is delivered quickly.


  • This is one of those ecommerce problems that can make or break a company. 
  • Although it is difficult to thrive in a competitive market, there are still ways to distribute inventory to fulfillment warehouses. 
  • You may also develop into an extremely resourceful shipper or find some unique products that consumers will not find elsewhere.

Pro Tip:

If you sell large and heavy products, you can consider using drop shippers and other third-party logistics providers (3PLs) to increase shipping volume without having to buy more warehouse space.

Omnichannel Customer Experience 

Fun Fact: 

Multi-channel shoppers spend three times as much as single-channel shoppers serves as a powerful motivator to solve this ecommerce problem.

The modern shopper has a plethora of touch-points available to them, including mobile and desktop ecommerce stores, live chats, forums, Facebook, Instagram, and other social media pages.

So, how can you be certain that you’re reaching your target audience on the right platforms and providing an omnichannel experience?


  • Identify and optimize the most important channels for your customers: Where does your target audience spend their time? If your target market prefers TikTok and Snapchat, there’s no reason to waste time or money on Facebook. 
  • Determine which platforms you need to optimize to reach your customers, as well as what your customers prefer in terms of customer service. 
  • It could include chatbots, live call centers, text messages to customer service agents, and others.

Product Returns and Refund Policy 

Returning items is one of the issues that customers face when shopping online. 

Did You Know? 

According to a ComScore and UPS survey, 67% of American consumers examine the return policy before making a purchase, and 58% would shop more with retailers that offer hassle-free returns.

However, when a product is returned, the company suffers a significant loss in both shipment and reputation. Shipping costs have always been an issue for sellers in this case.


It is impossible to avoid having good return and refund policies. However, you can carefully develop your policies and communicate them. Consider the following suggestions:

  • Be open and honest. Never hide your policy in the hopes that customers will not notice it.
  • Use simple English. These policies must be understood by everyone, regardless of cultural background or educational level.
  • Set your expectations. Provide various payment and shipping options.
  • Educate your employees. They must understand your return policies to effectively assist customers.
  • Prepare yourself to face the music. Make an extra effort to keep the customer happy if the product is shipped incorrectly.


Creating a personalized customer experience in the online space presents significant challenges. Limited to digital touchpoints, businesses often struggle to truly understand their customers, relying on outdated methods like addressing customers by name in emails. This superficial approach to personalization no longer resonates with consumers, and businesses need a more effective strategy.


Businesses can adopt an outlook approach using advanced analytics and AI. Implementing robust customer segmentation allows tailored interactions based on preferences. Leveraging AI-driven tools enables a seamless, personalized experience, enhancing satisfaction and fostering customer loyalty.

Customer Loyalty

Customer loyalty is crucial for businesses, as evidenced by two important facts: 

  • Acquiring a new customer can cost up to five times more than retaining an existing one, and 
  • The success rate of selling to a current customer is 60-70%, compared to a lower 5-20% success rate when selling to a new customer.

These facts emphasize the significance of customer retention. Once a customer makes a purchase or uses a service, the goal is to keep them for the long term. But how can this be achieved?


Retaining customers involves several methods. Firstly, providing excellent customer service is key. A satisfied customer is happy with a great product, but exceptional customer service makes the experience even better. 

Additionally, staying in touch with customers through their preferred method, whether it’s email, SMS, or blog posts, is essential. Understanding what works best for each customer is crucial. Lastly, informing customers about new products, sales promotions, and special coupon codes for their loyalty helps maintain a strong, lasting connection.

Converting Shoppers into Paying Customers

Converting visitors into paying customers is a significant challenge for many ecommerce businesses. Despite having a good amount of website traffic, clicks, and impressions, some struggle to achieve the expected sales. What can be done to boost sales?


Firstly, it’s crucial to understand why potential customers aren’t converting. Are you targeting the right audience? Is your mobile website functioning smoothly? Are there frequent technical issues with your online platforms? Is there a trust factor with your customer base? Do you personalize your website for your customers?

It’s essential to view things from the perspective of a shopper and ensure that every effort is made to turn them into paying customers.

Fun fact: repeat customers tend to spend 300% more than new customers. 

Choosing the Right Technology and Partnership

Selecting the right technology or partner plays a pivotal role in determining the success or failure of your business. A business owner’s progress may be hindered by technology limitations or by engaging the wrong agency to handle their projects.

For a business to keep moving ahead, various aspects need to align, with a solid technology foundation being particularly crucial.


Consider collaborating with Klizer to address your ecommerce challenges comprehensively. The conditions of 2024 have significantly influenced ecommerce, bringing about exciting changes. 

Despite these positive transformations, some online businesses still struggle with ecommerce challenges. The proposed solutions mentioned above offer remedies that can assist any ecommerce business in getting closer to their ideal customers and achieving targeted sales.


  • As with any era, 2023 and the years ahead will provide a variety of obstacles, both new and old.
  • Ecommerce enterprises are contending with societal, economic, and political influences in addition to increasing challenges inside the sector. 
  • While technology continues to provide opportunities for online merchants, it also introduces a lot of potholes and traps along the path.
  • This article has identified our top ten ecommerce difficulties to be aware of and demonstrated how, in each situation, you can begin to confront these obstacles head-on. 

Are you ready to overcome these challenges? Get in touch with us at Klizer for specialized ecommerce development services. We’re here to team up with you and help turn these challenges into successes.


What are the other biggest challenges faced by online stores?

Online stores often contend with various challenges, including data security concerns, supply chain complexities, and achieving strong conversion rates.

How can small businesses overcome ecommerce obstacles?

Small businesses can address challenges by implementing best practices, utilizing the latest technologies, and focusing on providing a good experience for their customer base.

What are the common security concerns for ecommerce businesses?

 Ecommerce brands often worry about data security, especially with the rise of online sales. Implementing robust data privacy protection and staying updated with security solutions can mitigate these concerns.

What’s the significance of customer expectations in the ecommerce sector?

Consumer expectations drive many ecommerce strategies. Meeting these expectations requires a good understanding of market trends and the right message to reach the right audience.

How can new ecommerce businesses navigate the challenges they face?

New ecommerce businesses should focus on building a strong online presence, utilizing different channels, and learning from industry leaders to overcome common challenges and grow.

What role does technology play in addressing ecommerce obstacles?

Technology provides solutions to complex issues such as supply chain processes, marketing campaigns, and day-to-day operations. Ecommerce brands should leverage the latest technologies to enhance their efficiency.

How can businesses ensure a secure online shopping experience for their customers?

Implementing strong security plugins, offering secure payment gateways, and providing clear data privacy protection are some ways businesses can ensure a safe online shopping experience.

What are some effective strategies that ecommerce companies can employ to improve customer retention and attract potential customers in ecommerce?

Focusing on customer feedback, meeting customer expectations, and continuously improving based on feedback are essential strategies for enhancing customer retention. 

Ecommerce companies can enhance their product offerings, leverage targeted digital marketing, and offer unique solutions to address the common challenges faced by their potential customers.

What can ecommerce businesses do to adapt to changing market trends?   

Ecommerce businesses should keep a close watch on market trends, employ data analytics to identify emerging patterns and adjust their marketing strategies accordingly.

How important is brand awareness in overcoming ecommerce challenges?

Brand awareness is crucial for standing out in a competitive ecommerce landscape. Effective marketing efforts and targeted campaigns can significantly enhance brand visibility.

What role do ecommerce platforms play in the growth of online businesses?

Ecommerce platforms provide essential tools for managing product offerings, optimizing the shopping cart experience, and integrating secure payment gateways, all contributing to ecommerce growth.

What is the significance of mobile devices in driving online purchases?

Mobile devices have become a significant channel for online shopping, prompting businesses to ensure their platforms are mobile-responsive to cater to customers shopping on the go.

How can traditional retailers transition to the ecommerce sector successfully?

Traditional retailers can adapt by embracing ecommerce platforms, implementing digital marketing strategies, and offering online shoppers a seamless shopping cart experience.

What impact have search engines had on the growth of ecommerce businesses?

Search engines play a pivotal role in driving organic traffic to ecommerce websites. Optimizing for search engines ensures that potential customers can easily find your products.

What is the next step for businesses looking to establish a successful ecommerce presence?

After addressing initial significant challenges, businesses can optimize their marketing efforts, expand their product offerings, and ensure a secure online shopping environment.

How can ecommerce store owners make the most of online communities?

Engaging with online communities relevant to your industry can help build brand awareness and establish a loyal customer base, fostering a sense of community around your brand.

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