The Simple, Overlooked Key to Ecommerce Growth

There’s one major action that every ecommerce business should take, yet so few ever do. Missing this step could be the primary reason you’re not hitting your goals or seeing the kind of growth you expect. It’s not about fancy upsells, clever email flows, bundles, or perfectly timed pop-ups. It’s not even about split testing, influencers, or paid ads.

No, it’s something much simpler: ask your customers what they want.

At its core, ecommerce success is about understanding your customers - who they are, why they buy, what holds them back, and what they truly value. The best way to gain that understanding is to talk to them. Use pop-up surveys, exit surveys, post-checkout surveys, and email surveys to collect real insights. Don’t waste your time with generic questions like “Where did you hear about us?” which rarely yield accurate answers. Instead, ask open-ended, meaningful questions:

- “Why are you in the market for this particular item today?”

- “What’s stopping you from buying this right now?”

- “Why did you choose us over other sellers?”

- “What would you have liked to buy with this product if it were available?”

These kinds of questions get to the heart of what your customers think and feel, helping you refine your products, messaging, and overall customer experience. Rather than guessing what might move the needle, you discover what actually matters to them. Instead of hoping your marketing resonates, you ensure it does, because it’s shaped by the voices of the people who matter most.

Consider a real-world example. A few years ago, I was involved with a business that wanted to implement a loyalty programme. On paper, it sounded brilliant: a points system, a supporting app, automated emails, and ads ready to go. Everything seemed dialled in and ready to impress. But they were missing a crucial step. They’d never asked their customers what kind of loyalty programme they wanted.

Before launching, we surveyed their most engaged customers. The results surprised everyone. These buyers didn’t care about collecting points they could redeem later. They didn’t want a complex system or a gamified experience. Instead, they craved something much simpler and far more personal: direct recognition, special deals, exclusive products, heartfelt gifts, and meaningful discounts just for them. They wanted tangible “thank yous” for their loyalty, not a points-based scheme that benefited the business more than it did them.

This simple exercise of actually asking customers what they wanted transformed a potential flop into a success. By listening and adapting, the business aligned its loyalty initiative with its customers’ true desires. They created a programme that felt special, personal, and genuinely rewarding. No guesswork. No assumptions. Just results.

If you truly want to know how your ecommerce business is doing and how to steer it forward, start by asking. Ask about their motivations, hesitations, and aspirations. Listen to their suggestions and implement the ones that make sense. This approach doesn’t have to be complicated. The secret to driving consistent, meaningful growth might just be as simple as having a conversation.

Article by Gary Baker

Gary Baker is a UK-based ecommerce consultant, coach and investor with over 20 years experience running ecommerce businesses in a range of industries. He currently heads up Ecom180, a consulting firm focused on assisting ecommerce businesses with turnarounds, growth and exits. His extensive hands-on experience allows him to provide tailored advice based on firsthand knowledge of the difficulties and successes that come with running an ecommerce business today. You can find more about him at garybaker.online