Executive Summary

For many shoppers, the pandemic-era shift to e-Commerce has become the next normal, and 56% of U.S. consumers now say they prefer to shop online rather than in-store.[1] They’re also seeking out small businesses specifically: nearly 6 in 10 consumers say they prefer to shop with small businesses online due to the personalized experience they provide.[2]

But as consumers gain experience shopping online, their expectations continue to rise. Shoppers now accustomed to the tailored and always-on experience of large retailers are looking to small businesses to provide a similarly seamless customer experience — with a fraction of a large retailer’s budget.

This shift requires small business owners to step into the role of chief technology officer and use digital tools to blend “big business” service with a small business feel. Those who face this challenge head-on are poised to reap the rewards: the ability to connect with new customers, deepen customer relationships and create the unique and personalized digital experience that drives revenue and accelerates business growth.

In the pages that follow, we’ll share insights in to how small businesses can adopt digital tools and strategies to meet the ever-evolving needs of modern customers and remain ahead of consumer trends. You’ll learn how to get the most from digital tools you may already use, as well as discover additional tools and strategies to consider as you expand your business online.

Building Your Digital Toolkit