by E-commerce solutions create exciting opportunities for small farms to sell directly to customers and support sustainable farming practices.
The downside? You don’t get as many chances to interact with customers face to face. However, less in-person interaction doesn’t mean customer service doesn’t matter — it just looks a little different online.
When you think about “online customer service,” you probably imagine chatbots and 1-800 numbers to call centers — things many small businesses can’t afford. But so much more goes into creating a fantastic customer experience online.
Here are six simple, cost-effective tips to improve customer service and create a modern and convenient shopping experience your customers will love.
1. Create a User-Friendly Website
Imagine your favorite food markets or shops. Is the picture in your mind just a sterile row of shelves with different products? Probably not. A shop’s aesthetic and atmosphere are a significant part of what makes it appealing.
Think of your website as your storefront. If you just use an ugly, basic website, people won’t be interested, even if the quality of your products is exceptional. Build a website that’s visually appealing, user-friendly, and full of personality.
How do you do that? Here are a few tips:
- Don’t get technical: Use tools like GrazeCart’s no-code website builder or user-friendly options like Squarespace to easily create a visually appealing website without getting bogged down in technical details.
- Write attention-grabbing descriptions: “We have great rib-eye steaks.” Is that a description that inspires you to buy an expensive cut? Instead of the bare minimum, write 1-2 paragraphs about how your animals are raised (or your produce is grown) and focus on why it’s special and unique.
- Make it mobile-friendly: People will discover your website via social media or search, and many will be on smartphones. Make sure to use mobile-friendly website-building tools to provide a smooth shopping experience no matter how customers choose to buy.
- Don’t forget an about page: When people buy from farms they want to know about you, your processes, and your history. Ensure to include an about page highlighting who you are and your values to introduce yourself to the world and build your brand.
- Verify customers’ locations: Most small farms are only equipped to sell to specific regions in the U.S.. Gate your website based on zip code to avoid disappointed customers getting to checkout just to find out their location isn’t available.
If you want to update your website or build one for the first time, check out our free guide to farm e-commerce solutions.
2. Respond to Customer Reviews and Comments
Just because you sell online doesn’t mean you can’t have a conversation with your customers. Encourage your customers to leave you a review on Google or Facebook, or tag you on social media when they use your delicious ingredients to cook a meal.
These are great forms of engagement and make a meaningful difference in how your brand is perceived online.
Related Read: Grassroots Marketing for Farms: 5 Ways To Reach Customers
However, don’t expect your customers to do all the work. Make sure to take time every so often to read and respond to online comments and reviews. That includes negative comments.
Examples of review responses from David’s Pasture.
In the case of a bad review or comment, be sympathetic and try to solve their problem proactively. Not only are you showing everyone else that you care, but you might just turn that negative interaction into a positive review and retain unhappy customers.
3. Maintain Accurate Inventory
We’ve all been there. You see something you love online, order it, and pay for it, only to find out it’s out of stock. Unfortunately, most new customers will choose to take their business elsewhere instead of waiting for a restock.
How can you avoid this?
Use an inventory management solution that connects directly to your e-commerce platform. Look for these industry-specific features:
- Sell by weight: Track the combined weight of your stock, then update the remaining amounts automatically every time you make a sale. This ensures you’ll always have an accurate picture of what’s left.
- Subscription support: Ensure you can easily update actual weights when packing and set thresholds to prioritize subscription boxes.
- Barcode and label printing: Use custom barcodes and labels to ensure order fulfillment is accurate. This helps you maintain food safety compliance and reduces pricing errors.
Take our free perishable shipping course for more practical tips on shipping food.
4. Offer Flexible Payment Options
The easier you make it to pay for your goods, the better shopping experience people will have. If paying on your website is a pain, customers might jump ship at the last second.
Use an e-commerce platform that supports various payment options and has a smooth checkout experience. If you sell items in person, use a point of sale (POS) system that accepts:
- Credit cards
- Debit cards
- Contactless payments
If you sell subscription boxes, understand how payments are handled. Some platforms ask for a small deposit and charge the full amount when the order is fulfilled. Others, like GrazeCart, collect payment information in advance but don’t charge until the order is ready.
However your e-commerce platform works, just make sure it’s well communicated to customers to avoid confusion over unexpected charges.
5. Be Proactive With Order Status Updates
No one likes being left in the dark. Overly communicating with customers is the best way to build trust and remove doubt from the order process.
Set up your e-commerce platform to send emails and SMS updates when:
- Orders are received
- Orders are paid for
- If there are any modifications to an order
- Orders are packed and prepared
- Orders are shipped (with tracking info)
- Orders are delivered
The good news: most e-commerce platforms will handle these communications automatically. You should only need to get directly involved if something goes wrong — and in those cases, a human touch is always preferable to an automated message.
6. Set Clear Policies
Like it or not, things will eventually go wrong. You may not have enough stock to fulfill a subscription order exactly as written — or an order may arrive damaged and days late, making it a potential food safety risk.
While no one wants to think about the negative, planning for when things turn sour is essential. Set clear processes for different scenarios and spell them out clearly on your website (typically on an FAQ page).
Link to that part of your website in order confirmation emails or other communications so it’s as transparent and accessible as possible. Having consistent and clear policies avoids unpleasant surprises for customers and ensures your staff knows what to do in any scenario.
Related Read: What Is the Best Farm Website Builder? 5 Top Solutions
Create a User-Friendly Online Store for Your Farm With GrazeCart
The future of farming is local, thanks largely to direct-to-consumer sales powered by e-commerce. But wading into online sales can be intimidating, and it’s important to make that transition the right way.
GrazeCart specializes in working with small farms, butchers, and grocers to simplify how they sell food online. With built-in support for sell by weight, subscriptions, and a no-code website builder, we give fresh food sellers the tools they need to succeed.
Schedule a custom demo to ask questions, see the platform, and see if we’re a good fit for your business.