TL;DR: I rivenditori tradizionali che apriranno un negozio online nel 2025 hanno già un vantaggio grazie ai prodotti, ai fornitori e al riconoscimento del marchio esistenti. Le vendite globali di e-commerce raggiungeranno 6,42 trilioni di dollari nel 2025, rappresentando il 20,5% di tutta la spesa al dettaglio (Shopify, 2025). Questa guida ti guida attraverso nove passi per lanciare il tuo negozio, dalla scelta di una piattaforma come Shopify o BigCommerce, all’impostazione delle spedizioni, dei pagamenti e di una strategia di marketing. Imparerai anche a configurare un software di assistenza clienti come eDesk per gestire l’assistenza su tutti i canali di vendita fin dal primo giorno. I rivenditori che passano all’online ottengono la possibilità di vendere 24 ore su 24, 7 giorni su 7, una riduzione delle spese generali e l’accesso ai 2,77 miliardi di persone che fanno acquisti online in tutto il mondo.
Abbiamo lavorato con migliaia di venditori online nel corso degli anni, e uno schema continua ad emergere: i venditori tradizionali che si rivolgono all’online vorrebbero averlo fatto prima. Conosci già i tuoi prodotti, i tuoi clienti e i tuoi fornitori. Questa base ti pone mesi avanti rispetto a chi parte da zero. La parte difficile è sapere quali passi compiere e in quale ordine.
Questa guida illustra l’intero processo per il 2025, aggiornato con le opzioni della piattaforma attuale, le aspettative di spedizione e gli strumenti di cui il tuo negozio online ha bisogno per competere.
Perché i rivenditori tradizionali dovrebbero aprire un negozio online?
The numbers make a strong case. Global eCommerce sales reached $6.42 trillion in 2025, representing 20.5% of all retail spending worldwide (Shopify, 2025). That figure is projected to climb to $7.89 trillion by 2028.
Meanwhile, in-store retail sales growth sits around 3% annually. Online sales are growing at more than double that rate. For traditional retailers, this gap represents both a risk and an opportunity.
Crescita del mercato e comportamento dei consumatori
About 2.77 billion people worldwide now shop online, making up 33% of the global population (Capital One Shopping, 2025). The opportunity here is not about replacing your physical store. Research shows that 40% of consumers who browse online visit a physical store within 48 hours. Your online presence drives foot traffic, not the other way around.
Omnichannel shoppers, those who buy both online and in-store, spend more per transaction than single-channel buyers. Opening an online store adds a revenue stream while strengthening the one you already have.
Necessità competitiva
There are an estimated 2.8 million eCommerce businesses operating in the United States alone (TekRevol, 2025). Your competitors are already online. Without a digital storefront, you lose visibility to customers who start their buying journey with a search engine.
Vantaggi operativi
Selling online brings several benefits beyond reaching new customers:
- Lower overhead compared to running a second physical location
- 24/7 availability for orders, even outside business hours
- Geographic reach beyond your local market
- Detailed data on customer behavior, preferences, and buying patterns
- Better inventory planning through demand forecasting tools
Come scegliere la giusta piattaforma di e-commerce?
Your platform choice shapes everything from daily operations to long-term scalability. Here are the three main approaches.
Piattaforme di e-commerce in hosting
Platforms like Shopify and BigCommerce handle the technical side for you, including hosting, security, and software updates. Monthly costs range from $29 to $299 depending on features and scale.
Shopify powers over 6.8 million stores across 175+ countries and holds roughly 30% of the U.S. eCommerce platform market (Craftberry, 2025). Its app ecosystem gives you access to more than 8,000 tools for marketing, shipping, accounting, and more.
BigCommerce offers strong built-in features that reduce dependence on third-party apps. If you want comprehensive functionality without adding multiple plugins, BigCommerce is a solid option for growing businesses.
Piattaforme eCommerce open-source
For retailers with developer resources, free open-source options like WooCommerce and PrestaShop offer complete customization control. WooCommerce, built on WordPress, powers more websites than any other eCommerce platform and integrates with existing WordPress sites.
These platforms require technical skills to set up and maintain but come with no monthly platform fees and unlimited customization.
Integrazioni con WordPress
If you already run a WordPress website or blog, WooCommerce provides the simplest transition to eCommerce functionality. You keep your existing content, SEO authority, and site structure while adding full online store features.
Pro Tip: Ask your suppliers if they offer APIs or platform-specific integrations (like Shopify apps) for product data sync. Automated product information sync reduces long-term maintenance and influences your platform choice.
Come si imposta un dominio per il tuo negozio online?
Your domain name builds trust with existing customers and reinforces brand recognition. If you do not already own one, purchase through registrars like GoDaddy, NameCheap, or Google Domains. Unless your name is extremely competitive, expect to pay $10 to $15 per year.
For best results, secure a domain that features your business name. This is especially effective for retailers with an established local reputation. Customers who already know your brand will trust a familiar domain when shopping online for the first time.
Considerazioni chiave sul dominio per il 2025
- SSL certificates: Most platforms include these automatically. They are required for security and for ranking well in search engines.
- Professional email: Set up email addresses using your domain (you@yourbusiness.com) to build credibility.
- Subdomain vs. primary domain: Decide between shop.yourbusiness.com and yourbusiness.com based on your overall web presence. A primary domain works best for most new online stores.
For hosted platforms like Shopify and BigCommerce, domain connection tools are simple enough for non-technical users. Open-source platforms typically need developer help for domain setup.
Quale strategia di spedizione funziona meglio per i nuovi negozi online?
Shipping expectations have changed dramatically. 66% of consumers now expect free shipping on all online orders (Capital One Shopping, 2025). And 48% of shoppers abandon their carts when they see unexpected shipping costs.
Getting your shipping strategy right is not optional. It directly affects your conversion rate and customer satisfaction.
Analisi della spedizione gratuita
Before you commit to free shipping, do the math. Calculate shipping costs for your:
- Largest and heaviest products (your maximum shipping expense)
- Smallest and lightest items (your minimum cost)
- Average order composition (the typical customer purchase)
This analysis tells you whether your current prices absorb shipping costs or need adjustments.
Opzioni di strategia di spedizione
Pick the approach that matches your business model:
- Free shipping with minimum order value: Encourages larger purchases while managing costs. 58% of consumers add items to their carts to reach free shipping thresholds.
- Tiered shipping rates: Different rates based on order value, delivery speed, or location.
- Local delivery: Use your physical location as a competitive advantage for same-day or next-day local orders.
- Click-and-collect: Let customers order online and pick up in-store, driving foot traffic back to your location.
Tendenze del trasporto marittimo nel 2025
- Fast and free wins: 90% of consumers say free shipping is their top reason for shopping online (Capital One Shopping, 2025).
- Sustainable shipping: Growing demand for eco-friendly packaging and carbon-neutral delivery options.
- Multiple delivery choices: Offer home delivery, pickup points, and in-store collection to match different preferences.
Come devi strutturare il tuo sito web eCommerce?
A well-structured website helps both customers and search engines. Do not cut corners with thin content or confusing navigation. These shortcuts hurt search rankings and drive visitors away.
Pagine e sezioni essenziali
Your online store needs these core pages:
- Homepage: Clear value proposition and easy navigation to products
- Product categories: Organize the way your customers think about your products
- About Us: Your story, values, and reasons to trust your brand
- Contact information: Multiple ways for customers to reach you
- Customer service pages: FAQ, return policy, and support information
- Legal pages: Privacy policy, terms and conditions, and shipping information
L’ottimizzazione dei dispositivi mobili non è negoziabile
Smartphones now generate 78% of eCommerce website traffic and account for 66% of all online orders (The Retail Exec, 2025). If your site does not work well on a phone, you lose the majority of potential customers before they see a single product.
2025 standard web
- Page speed: Fast loading times are critical for both user experience and SEO rankings.
- Mobile-first design: Build your site for smartphones first, then adapt for desktop.
- Accessibility: Design for users with disabilities to expand your customer base.
- Trust signals: Display customer reviews, security badges, and clear contact information.
Most platforms like Shopify and BigCommerce provide free templates for privacy policies and terms of service, simplifying legal compliance.
Perché l’impostazione delle analisi è fondamentale per i rivenditori online?
One of the biggest advantages of selling online compared to running a physical store is access to detailed data. You see exactly how visitors find your store, what they browse, and where they drop off.
Configurazione di Google Analytics 4
Configure Google Analytics 4 to track:
- Traffic sources: Where customers find your store (search, social, ads, direct)
- Customer behavior: How visitors navigate your site and what interests them
- Conversion paths: The journey from first visit to completed purchase
- Product performance: Which items generate the most interest and sales
- Geographic data: Where your customers are located
Metriche specifiche per l’eCommerce da monitorare
Track these key performance indicators from day one:
- Conversion rate: Percentage of visitors who make a purchase
- Average order value: The typical amount per transaction
- Cart abandonment rate: How many customers add items but do not complete checkout
- Customer lifetime value: Long-term revenue from each customer relationship
- Return customer rate: How often buyers come back for repeat purchases
Analisi avanzate per il 2025
Modern analytics platforms offer deeper insights through predictive analytics for demand forecasting, customer segmentation by behavior and preferences, attribution modeling to see which marketing channels drive the best returns, and real-time reporting to respond quickly to trends.
This data proves essential for advertising spend decisions, inventory planning, and product promotion strategies. It is also something your physical store alone does not provide at this level of detail.
Come si creano pagine prodotto che convertono?
Product pages are where browsers become buyers. With so many options available to online shoppers, your product page quality often determines whether someone buys from you or clicks away.
Elementi essenziali della pagina del prodotto
Every product page should include:
- High-quality images: Multiple angles, zoom functionality, and lifestyle photos showing products in use
- Video content: Product demonstrations, unboxing videos, or 360-degree views
- Detailed descriptions: Comprehensive information that answers common customer questions
- Clear call-to-action: Prominent “Add to Cart” or “Buy Now” buttons
- Specifications: Technical details, dimensions, materials, and compatibility information
- SEO optimization: Relevant keywords placed naturally throughout the page
Aiuta i clienti a fare domande
Offer multiple ways for shoppers to get answers before buying:
- Live chat: Real-time assistance during the shopping process. Tools like eDesk’s live chat connect browsing customers with support agents instantly.
- FAQ sections: Address the most common questions proactively on each product page.
- Customer reviews: Social proof from previous buyers builds confidence for new shoppers.
- Comparison tools: Help customers choose between similar products in your catalog.
Tendenze delle pagine prodotto del 2025
AI-powered product recommendations, augmented reality for product visualization, user-generated content (customer photos and videos), and personalized content based on browsing behavior are all becoming standard features on competitive eCommerce sites.
Quali opzioni di pagamento dovrebbe offrire il tuo negozio online?
Payment processing is one of the most important parts of your online store setup. Security, reliability, and convenience all factor into which payment gateway you choose.
Opzioni per il gateway di pagamento
Hosted platforms offer built-in payment processing:
- Shopify Payments: Competitive rates with seamless integration
- BigCommerce payments: Multiple processor options without additional transaction fees
- PayPal: Trusted worldwide and available across all platforms
- Stripe: Developer-friendly features with global reach
Diversità del metodo di pagamento
Offer multiple payment options to match customer preferences:
- Credit and debit cards: The baseline for most online shoppers
- Digital wallets: Apple Pay, Google Pay, and others for fast mobile checkout. Consumers used digital wallets for 53% of global online purchases in 2024 (Capital One Shopping, 2025).
- Buy Now, Pay Later: Services like Klarna, Afterpay, and Affirm. The global BNPL market reached $560 billion in 2025, with 91.5 million Americans using these services (Chargeflow, 2025).
- Bank transfers: Useful for larger purchases or B2B customers
Elementi essenziali di sicurezza
Your payment setup needs to meet current standards:
- PCI DSS compliance: Required for handling credit card information
- SSL encryption: Protects customer data during transmission
- Fraud protection: Built-in tools to detect and prevent fraudulent transactions
- Two-factor authentication: Adds security for admin access
Come si fa a commercializzare un nuovo negozio online?
Without effective marketing, even the best online store will not generate sales. You need a multi-channel approach to drive relevant traffic.
Ottimizzazione dei motori di ricerca (SEO)
- Research and target the keywords your customers use to find products
- Optimize product pages, category pages, and blog content
- Address technical SEO to make sure your site loads quickly and functions properly
- Create valuable content that attracts and educates potential customers
Marketing sui social media
- Focus on platforms where your target customers spend their time
- Share product highlights, behind-the-scenes content, and customer stories
- Sell directly through Instagram, Facebook, and TikTok shops
- Partner with relevant influencers in your industry
Pubblicità a pagamento
- Google Ads: Target customers actively searching for your products
- Social media ads: Reach customers on their preferred platforms
- Retargeting campaigns: Re-engage visitors who browsed but did not buy
- Email marketing: Nurture relationships with existing and potential customers
Tendenze di marketing del 2025
AI-powered personalization for tailored marketing messages, short-form video content across platforms, voice search optimization, and sustainability messaging are all gaining traction. Retailers who incorporate these tactics into their marketing plan stand out from the competition.
Come si configura il servizio clienti di un negozio online?
Your customer service directly affects reviews, repeat purchases, and your brand reputation. Poor service leads to negative reviews, which damage your search engine rankings and customer trust.
Strong service does the opposite. Positive reviews build loyalty, drive organic growth, and improve your standing on marketplaces like Amazon and eBay.
Infrastruttura di supporto multicanale
Set up support across every channel your customers use:
- Email support: Detailed responses to complex questions
- Live chat: Real-time help during shopping and checkout
- Phone support: Direct contact for urgent issues
- Social media: Monitor and respond to questions and complaints
- Self-service options: FAQ pages, knowledge bases, and video tutorials
Perché un software dedicato all’assistenza clienti per l’e-commerce è importante
Generic helpdesk tools do not handle the specific needs of online sellers. eCommerce customer service software like eDesk is purpose-built for online retail and offers:
- Centralized communications: All customer messages from every channel in one interface
- Order integration: Automatic matching of customer queries with order details and history
- Response automation: Template responses for common questions to speed up reply times
- Performance tracking: Metrics on response times, resolution rates, and customer satisfaction
- Marketplace integration: Seamless support across Amazon, eBay, Shopify, BigCommerce, and 250+ other platforms and marketplaces
eDesk integrates with every major eCommerce platform and marketplace, so you provide consistent, professional customer service regardless of where customers contact you. This unified approach simplifies support management and speeds up response times from day one.
Le migliori pratiche del servizio clienti per il 2025
- Send proactive order updates, shipping notifications, and delivery confirmations
- Use customer data to personalize responses and offer relevant help
- Aim for same-day email responses and immediate live chat replies
- Empower your support team to solve problems quickly without escalation
- Follow up after resolving issues to confirm satisfaction
Quali strategie avanzate dovrebbero prendere in considerazione i rivenditori online nel 2025?
Integrazioni omnichannel
Today’s customers expect seamless experiences across all touchpoints. Connect your online store with your physical location:
- Click-and-collect: Allow online ordering with in-store pickup
- Inventory synchronization: Real-time inventory updates across all channels
- Customer data unification: Single customer profiles across online and offline interactions
- Cross-channel marketing: Coordinate messages across all customer touchpoints
Sostenibilità e responsabilità sociale
Consumer expectations increasingly include environmental responsibility:
- Use eco-friendly packaging materials and reduce excess packaging
- Offer carbon offset options for deliveries
- Highlight responsible sourcing and manufacturing practices
- Connect your online presence with local community engagement
Integrazioni tecnologiche
Emerging technologies enhance the customer experience:
- Artificial intelligence: Personalized product recommendations and AI-powered chatbot assistance for instant customer support
- Augmented reality: Virtual try-on experiences and product visualization
- Voice commerce: Optimization for voice search and voice-activated purchases
Fai funzionare il tuo negozio online con il giusto supporto
Opening an online store in 2025 gives traditional retailers a direct path to more revenue, a wider customer base, and a business that sells around the clock. The steps in this guide give you a complete roadmap, from picking a platform to launching your marketing strategy.
Your existing business knowledge, supplier relationships, and customer base give you a head start that new sellers do not have. The key is pairing that advantage with the right tools.
Customer service makes or breaks online retail. It determines whether a first-time buyer becomes a repeat customer or leaves a negative review. eDesk centralizes all of your customer communications, connects them with order data, and helps your team respond faster across every channel. Book a free demo today to see how eDesk supports online sellers at every stage of growth.
Domande frequenti
How much does it cost to open an online store in 2025?
Costs vary by platform. Hosted solutions like Shopify and BigCommerce range from $29 to $299 per month. A domain costs $10 to $15 per year. Additional costs include payment processing fees (typically 2.9% + $0.30 per transaction), apps or plugins, and marketing spend. Many retailers launch for under $500 in initial setup costs.
What is the best eCommerce platform for a traditional retailer going online?
Shopify and BigCommerce are the top choices for retailers without developer resources. Shopify offers the largest app ecosystem with 8,000+ integrations. BigCommerce provides more built-in features out of the box. If you already run a WordPress site, WooCommerce is the most seamless option.
Do I need to offer free shipping on my online store?
Free shipping is strongly preferred by online shoppers. 66% of consumers expect it on all orders, and 48% abandon carts due to unexpected shipping costs. Many successful retailers offer free shipping above a minimum order value to balance customer expectations with profitability.
How do I handle customer service for a new online store?
Use dedicated eCommerce customer service software like eDesk to centralize messages from email, live chat, social media, and marketplaces in one inbox. This approach speeds up response times and keeps all customer interactions connected with order history for faster resolution.
How long does it take to set up an online store?
With hosted platforms like Shopify or BigCommerce, a basic store with products, payment processing, and shipping configured takes one to two weeks. A fully optimized store with complete product descriptions, SEO setup, and marketing integrations typically takes four to eight weeks.
Will opening an online store hurt my physical store sales?
Research shows the opposite. 40% of online browsers visit a physical store within 48 hours. An online presence increases brand visibility and drives foot traffic. Omnichannel customers who shop both online and in-store typically spend more than single-channel buyers.
What customer service tools do online stores need?
At minimum, you need email support and live chat. As you grow, add social media monitoring and self-service options like FAQ pages and a knowledge base. eCommerce-specific tools like eDesk integrate all channels with order data, making support faster and more accurate than generic helpdesk software.
