Practical digital commerce for Swiss SMEs

Keep processes simple before adding complex: Digitalisation does not require perfect IT from day one. Begin with simple, written processes: check order, pack, print label, hand over parcel. Use tools that need little training instead of developing lengthy custom setups. Write a short checklist for each task. Later improvements can build on these routines. More functions are less important than staff following the basic steps reliably.

• Standard work instructions from order to dispatch
• Clear responsibilities for each task
• Introduce new tools gradually

Use data sensibly: Collect customer data with a clear purpose. You primarily need details to complete orders, ship and communicate. Avoid extra fields that increase checkout abandonment. Use simple reports to spot delivery delays, returns and common questions. These figures help set priorities: what to fix first and what is low impact. Keep in mind data protection rules and store personal information only as long as necessary.

• Short checkout: name, address, payment info
• Monthly review: delivery time, returns, best sellers
• Keep data retention minimal and purposeful

Expand channels and automation step by: Choose one primary channel at first, either your own shop or a marketplace, and stabilise it. Add more channels only after routines are established. Automate repetitive tasks where it delivers clear time savings: order confirmations, shipping labels, stock updates. Small automations help most when processes are already clean. Prioritise automations that reduce manual work and errors, and delay enhancements that add complexity without clear benefit.

• Start with a single main channel
• Automate where tasks repeat often
• Scale when processes are stable