Minimize Returns. Retain Customers. Here’s How:

Minimize Returns. Retain Customers. Here’s How:

Returns are one of the biggest challenges facing fashion eCommerce stores. In 2019, retail merchandise returned in the United States accounted for $309 billion, and it’s estimated that 15% to 40% of online purchases are returned. As eCommerce continues to grow over the next several years, the amount of returns is estimated to reach “over a trillion dollars a year.”

With delivery fees, restocking expenses and inventory losses, a high number of returns can be a serious threat to an eCommerce business. That’s why it’s so important to do everything you can to minimize them.  And given that accepting returns with little-to-no pain for the customer is now the standard (thanks a lot Amazon and Zappo!), need to figure out a way to handle them without breaking the bank!

Here are six ways that online fashion brands can reduce their product return rates.

Write honest, detailed product descriptions

Well-written product descriptions go a long way in helping to minimize returns. Where possible, describe quirks and features about the fit or fabric, and be upfront about whether an item runs true to size or on the smaller or larger side. If an item is likely to be seriously affected by machine washing or tumble drying, be upfront about this too. Some customers may wish to return an item they didn’t realize is dry-clean or hand-wash only. Be honest about how any products that will change over time, for example, distressed denim that comes with holes that will get larger as it’s worn, or colors that are designed to fade. Don’t leave these things up to the buyer to find out for themselves. Shoppers are increasingly savvy and may already know these things from experience, but neglecting to include this information could cost you your customer’s trust.

Incorporate customer product reviews

You can write all the great product copy in the world, but some shoppers still won’t feel confident until they see what other shoppers have to say. Incorporating customer reviews on your product pages will help your web store gain and build trust. This is important not just for your existing clientele, but for growing it through word of mouth as a reliable brand. What’s more, having customer reviews on your website proves that you stand by your products, and that you value what your customers have to say about them. As we’ve mentioned in a previous blog, reviews also lead to increased engagement, which means more sales. There are numerous tools that provide the functionality required to enable reviews on your web store—check out our recommendations of reviews solutions here. We installed one of them—Yotpo—to generate product reviews for our client Kabayare Fashion.

Include detailed size charts

A lot of shoppers tend to over-order because they’re unsure what size they should wear. And with sizes varying wildly brand to brand these days, who can really blame them? That’s why it’s so important to have size charts that provide the individual garment measurements in addition to standard numerical or alphabetical sizes. You can also see it as another way to extend your brand style and voice across interesting graphic elements. Big Bud Press have created illustrated size charts for each of their items, complete with a blurb about the style and fit. It’s particularly helpful in the case of items like jumpsuits, where an inch can make a big difference.

Use very high quality images

If you’re not already investing in a professional photographer, you’ll want to ensure your setup is as close to professional as possible, with a high quality camera, lights and a sweep (or plain white paper backdrop that obscures the horizon line). Good lighting is extremely important, so that customers can discern all of the details of your products. Use photo files big enough that allow viewers to zoom in to see the fabric quality, prints, patterns, stitching and construction. Many larger retailers like Asos are now incorporating modelled videos in addition to static images, which allow viewers to get a really accurate sense of how the clothes move and fit on the body.

Listen to and utilize feedback on product pages

Pay attention to what your customers are saying in reviews, on social media, and in their reasons for returning items. Incorporate the knowledge and experience customers give you to paint a truer picture of your items. If shoppers are consistently saying colors appear brighter or duller in person, retake your product photos to provide a more accurate representation. If they say that something about the fit or style of the item is different to what they expect—say a pocket runs smaller than usual—include that information. These details can be incorporated into your product descriptions, or included separately as Q&A sections on product pages. You could also have a Testimonials page, as our client Medelita has done.

Segment serial returners and exclude them from free returns

Shoppers return items for numerous reasons, including problems with fit, fabric, color or pattern, or simply change of heart. All of this is fine and to be expected, however some stores are finding they have shoppers who repeatedly make returns. Sometimes they order and then return everything, or they deliberately over-order by buying multiple sizes or colors with the intention of returning those that don’t meet their needs.

If your web store is suffering from these serial returners, you’d be wise to segment your audience using a customer relationship management program and establish refund thresholds based on per-order dollar values or number of items ordered. You’re then able to exclude any shoppers who you find are routinely ordering and returning items from obtaining your free shipping offer. You could also try including a note on your product pages like Big Bud Press has with their limited-edition items. They explain that when shoppers buy multiple sizes it’s “incredibly costly” for them as a small business, and that customers who order the wrong size are “free to exchange.” They say they even hold stock aside for this purpose.

Returns are the new normal, but they don’t have to be the huge financial and time burden that many eCommerce websites find them to be. There are smart, customizable platforms available that can help you manage returns, such as Returnly, which is used by brands including Everlane, Outdoor Voices and ThirdLove. As you start to incorporate these and other tips, you may find that you’re processing fewer returns as your customer base grows more confident in your products and empathetic to your cause. Talk to us about implementing these and more tips to minimize your returns.

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How to Save Your Marketing Emails From the Spam Folder

How to Save Your Marketing Emails From the Spam Folder

You go to all this effort to create beautiful emails for your customers, with the hope that they will be opened and read, resulting in traffic and sales for your eCommerce website. 

But the reality is 2% of eCommerce emails experience hard bounce rates, according to the email marketing service Mailchimp. A hard bounce is when an email address fails, which can happen if your email is caught by the spam filter. According to Statista, spam messages accounted for 53.95% of email traffic in March 2020. That’s more than half of all emails! 

To avoid your emails suffering the fate of the spam folder, you need to be vigilant. Read on for our tips on how to keep your apparel web store emails out of your customers’ spam folders.

Balance your content and limit use of risky words

First of all, think about what you’re putting in your emails. Spam filters analyze the content of your emails, so you must do the same when you’re creating them. Overuse of sales words like “free”, “prize”, “bonus”, “buy” and “promo” can be a red flag, so use these words sparingly. The same goes for emojis—think of the actual spam your personal inbox is subject to. Emojis in subject lines can be cute for some brands, if that is consistent with their personality and messaging, but they are best used with caution.

In the body of your emails, employ a balance of text and images, making sure to not feature too much of one or the other. This will also help keep the size of your emails smaller. And keep links to a minimum. When you do use them, ensure they go to reputable websites.

Once you’ve fine-tuned your content there’s one more important step: proofreading. This is a good chance to check your punctuation, and yes, that means taking out any extra exclamation marks that may have snuck in when you or your copywriter were feeling extra excited about your new collection. Multiple exclamation marks and all-caps words are hallmarks of spam emails, so save yourself from spam by using proper grammar.

Ensure your DNS records are correct

You can write beautiful marketing copy and select great images, but your emails won’t get very far if your DNS records are incorrect. The DNS, or Domain Name System, translates website domain names to IP addresses so that people’s browsers can load your emails properly.

Two DNS records that you must ensure are correct are SPF, or Sender Policy Framework, and DKIM, or DomainKeys Identified Mail. If you have an incorrect SPF record, you may be triggered for additional email filtering, which means your emails could be sent to spam. You should also have correct Reverse DNS (also known as a PTR record), as without it, many Internet Service Providers will block your emails.

Use a reliable email marketing service provider

Email service providers can not only help you manage the laborious task of sending hundreds of emails at a time, but they can also help you to gain credibility with your customers and subscribers’ mailbox providers. Look for one that provides customizable templates, audience segmentation features and analytics, such as Mailchimp, Constant Contact and even CRM systems like Salesforce, so that you can assess what’s working and keep fine-tuning your emails.

Popular services include Klaviyo, which offers powerful segmentation capabilities; Omnisend, which provides robust automation, and Rare.io, whose predictive software allows for smart email marketing. There are plenty more options out there, and the choices can seem overwhelming. Make sure to do your own internal research to figure out which email service provider is best for you and your audience.

Ask new subscribers to whitelist your emails

When you send a confirmation email to a new subscriber, ask them to add your “From” address to their address book, or contacts. This is a great, easy way to guarantee all of your future emails will get through to them, and not get caught in their spam filter. So it doesn’t hurt to ask!

You can also help your brand gain the all-important trust of your subscribers by using a straightforward name for your email “From” field, and sticking with it. Names like “contact@”, “hi@”, “newsletter@” or “support@” all work well for the purpose of an email marketing list. You could get creative—Glossier uses “gteam@glossier”, and Reformation uses “love@reformation”. But considering big brands like Levi’s use the most simple “Levis@”, you really don’t need to get all conceptual. Less is more! You want to build trust, so be straightforward.

Honor opt-out requests quickly

People don’t just consider spam to be those malicious, emoji-filled phishing schemes. Sometimes people flag emails as spam even if they know the sender. It could be that they have already unsubscribed and are continuing to receive emails, or that they felt they were receiving too many emails in too short a time frame, or that they deemed the emails to be irrelevant.

No one wants to feel harassed by a brand, and you certainly don’t want to create that feeling for your subscribers, so be mindful of best practices, and when you get opt-out requests, honor them as quickly as possible. Federal Trade Commission guidelines state that “You must honor a recipient’s opt-out request within 10 business days.” So if a subscriber opts out of your mailing list, it’s on you to ensure their request is honored as quickly as possible, within that time frame. And, of course, include hyperlinked text at the footer of your emails instructing your recipients how they can opt out in the first place.

As you can see, when it comes to avoiding having your apparel eCommerce emails marked as spam, there are many things to consider. But most important of all is to respect your customers. Put our advice into action and stay on brand, and you’ll stay out of their spam folders. And if you need more guidance, get in touch with us to devise a smart email marketing plan for your brand. 

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2020 SEO Checklist: What Your Webstore Needs to Compete

2020 SEO Checklist: What Your Webstore Needs to Compete

Each type of SEO — on-page, technical and external — effects how your webstore ranks on search engines. While many users understand the basics of on-page SEO, there is a aspect of SEO that often goes unnoticed unless you are a developer: technical SEO. Technical SEO encompasses site structure, crawling, indexing, alt attributes and more. We’ve already created a developer’s guide to help you understand some technical SEO basics, but now we are diving in even further. Keep scrolling to go through this technical search engine optimization checklist for your webstore.

Organize Your Site’s Structure

URLs are not the only elements that need a logical structure. So does your website’s structure as well. Your website’s structure is the organization of all the webpages on your webstore. Since your eCommerce store will have many product pages, you will want a flat structure where your site’s pages are only a few links away from each other. This structure allows your customers to have an easier time jumping between each page but also makes it easier for search engines to crawl 100% of your webstore. A messy structure creates orphan pages with no internal links pointing to them. Orphan pages make it hard to identify and fix indexing issues. Extensions like Ahrefs Site Audit and Visual Site Mapper will give you a birds-eye view of your site’s structure and how the pages link together.

Use a Consistent, Logical URL Structure

Once your site has an organized structure, it’s time to work on your URLs. URLs help users understand where they are on your webstore. While creating your URLs, you do not need to overanalyze their structure but you will want them to be consistent yet logical. And when we say consistent and logical, we mean backslashes or arrowheads that help users and Google understand where they are. 

For better understanding, let’s look at the Fawn Shoppe:

Fawnshoppe.com is the homepage, but after that, you start to see the URL titles branch off into other categories like > collections. From there, it continues with > baby-girl, > products and so on. These subcategories not only organize your site but also give search engines extra content to analyze. It also helps Google and users know that all these categories fall under the Fawn Shoppe. Another tip to remember is that shorter URLs rank higher than longer ones. Therefore, try to keep your URLs short and consistent.

Use Breadcrumb Navigation

Breadcrumb navigation is extremely SEO-friendly. It automatically adds internal links to categories and subpages to your website. Adding internal links to your categories and subpages helps solidify your site’s architecture, which makes it easy to scroll, search and land on new pages. A good thing to know about breadcrumb navigation is that Google turns URLs into breadcrumb-style navigation on the search engine results page. 

Here’s an example of breadcrumb-style navigation from Island Inn, a company InteractOne works with:

Spot Crawling and Indexing Issues

You want all major search engines to crawl and index your webstore. Crawling is the process where Google crawlers gather information across all the different webpages. Indexing takes the information and content found through crawling and places it into search engines. Once you have a new webstore up and running, you need to look for crawling and indexing issues. You can spot these problems by using extension tools like Screaming Frog, Coverage Reports on Google Search Console or Ahrefs Site Audit. Each one of these tools has its pros and cons, and it is up to your company to do the research and trial sessions. In many cases, companies choose to work with a knowledge marketing firm to look for and fix crawling and indexing issues. It is recommended by SEO specialists to work with professionals due to the level of knowledge needed to understand and implement it.

Use an XML Sitemap

Even though mobile-first indexing and accelerated mobile pages are essential sources to use to locate URLs, search engines like Google state that XML sitemaps are the second most important source in finding URLs. An XML sitemap creates a list of your website’s URLs, which acts as a roadmap to tell search engines what content is available and how to reach it. XML sitemaps help crawlers index webpages faster and more efficiently.

Check the Website for Dead Links

On your webstore, you want all your external and internal links to redirect customers to a working page. Dead links or broken links are links that do not lead to a working or live website page. As a whole, dead links will not make or break your SEO; however, they do make it harder for Googlebots to crawl your company’s pages. SEO specialists recommend websites doing a quarterly SEO audit check that includes searching and fixing broken links. Resolving these links will keep customers engaged and ready to keep scrolling through your website as long as they never reach a dead end.

Implement Hreflang for International Websites

What the heck is hreflang you may be asking? It’s definitely not a foreign treat or fancy car, but does involve helping international websites. Not every company needs to implement hreflang. Webstores that allow international users and purchases should consider having hreflang. It is not worth the investment for domestic brands who do not plan on expanding internationally. Hreflang permits search engines like Google to understand users’ locations to target the specific language they need to use on the site. This allows Google to automatically create different variations of your website for these global shoppers. Implementing hreflang is very difficult. There are many steps, requirements, codes and methods needed to get it started on your site. That’s why hreflang specialists recommend using tools like Aleyda Solis’s Hreflang Generator Tool to do the set-up, monitoring and adjustments. However, since hreflang is confusing and takes loads of work to implement, many specialists highly recommend working with a marketing firm that understands the ins and outs.

Improve the Page’s Loading Speed

An important SEO element that will keep popping up is your webpage’s loading speed. On average, customers leave pages if they take longer than 10 to 30 seconds to load. Shoppers want things fast, and if your site cannot provide fast user experiences, they will move onto the next store. In general, larger pages with high-resolution photos or videos take longer to load than shorter pages with high-resolution media. You can compress your images and videos to help improve the load speed, but you will end up with grainy, unclear photos. And as a webstore, you will want your product images as clear as possible. Instead, keep your high-quality images and videos and opt to a shorter webpage. Other ways to fix your webstore’s loading speed is by caching your site, test using and not using CDNs and eliminating 3rd party scripts. 

There are many more ways to improve your SEO as a whole. We’ve already created a guide to help you understand some of the search engine optimization basics to help improve sales. To dive deeper into what SEO tactics will work specifically for your company, contact InteractOne today.

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7 Ways to Optimize Your Product Pages

7 Ways to Optimize Your Product Pages

Your product pages hold all the relevant information about the garments you sell. Most product pages include the product description, cost, customer reviews, images and call to actions. While many consumers enjoy viewing high-quality pictures of the clothing, it is not enough to drive sales. Instead, you want the user experience on your product pages to persuade shoppers to add items to their cart that ultimately lead to a transaction. If your conversion rate could use that extra boost, here is a guide on the best ways to optimize your apparel webstore’s product pages. 

Write Unique Product Descriptions

Product descriptions are where your apparel brand’s writer can get creative. Creative product descriptions add life and personality to a garment. This personality is a showcase of who your brand is. Showcasing your brand’s personality throughout all the elements on your website will help you gain credibility and trust from your shoppers. The Fawn Shoppe has fun product descriptions for their children’s clothing:

This section of your product page is where your brand will describe the piece of clothing — the material, the color, the design, the different elements and any other relevant information. Every description needs to answer obvious and frequently asked questions that shoppers may have about the product. Always remember to include enough details about each product, so the customer knows exactly what they are buying.  Product descriptions can also help with your SEO efforts. In general, your brand will rank higher in search engines if each product has a unique caption. No matter how tempting it is, do not copy and paste manufacturers’ descriptions or use description generators. Generic manufacturer description will actually drop your ranking due to the original caption already ranking for the first website. 

A company that InteractOne works with, Schuler Shoes, includes unique, structured product descriptions that not only provide details but more information and questions and answers sections:

Allow Customers to Write Reviews

Reviews can play a huge role in helping a customer decide if they buy the clothing you are selling. On average, companies that include customer reviews have converted 58% more customers, increased revenue by 62% and increased order value by 3% over other webstores. Simply put, social proof is more important than ever and many shoppers look for reviews to explain the quality, the sizing and FAQs around products. When it comes to apparel, consumers also like to see how the piece fits on another person similar to their body type. Reviews are important for every type of eCommerce; however, since you can get a real image to show how the apparel items look on an actual person, you have a higher chance of gaining more reviews and customers if you allow reviewers to post images along with their written opinion. Some brands also allow customers to choose the size they are commenting on and their location. 

Kabayare Fashion provides an excellent example of including customer reviews on their products:

Include a Clear Call to Action

An important element on your product pages that needs to be fully optimized is the call to action (CTA.) This is where users will click and add the item to their cart. On all your pages, you need to place your CTA front and center and not around any design or copy elements that would be distracting. Keep the copy inside the button simple and direct like Add to Cart, Buy Now or Reserve Now. If you are not sure if your CTA buttons are working, you can A/B test the design, placement and copy. You can spend hours A/B testing on your own, but a knowledgeable marketing firm can efficiently and quickly zero down onto the issue and fix it right away.

Use Unique, High-Quality Media

One of the first elements that customers will see once they enter your product page is its media. When we refer to media, we’re referring to any images, graphics or videos. All the media on your product pages need to be unique from each other and high-quality so shoppers can see everything. For product images, include different angles of the product, and for videos, show a 360 degree shot of the items. While working on your media, especially images, keep the dimensions and specifications as uniform as possible. This will help your user interaction and keep your brand looking professional. Customers, especially mobile users, prefer square photos and thumbnails. And, many companies like Amazon and Etsy use 1000X1000 pixels as their image requirement. Feel free to play around with image sizing on desktop and mobile before publishing the page live for shoppers to see. You can also add extra viewing tools like zoom controls so they can see even more details and embellishments up close.

Utilize SEO

As you already know, SEO is search engine optimization, which is the process of improving your website to increase its visibility on search engines like Google. Just like every other page or element on your website, product pages are an SEO-rich area. Optimized SEO on your apparel eCommerce’s product pages will help your brand rank higher in search engines. To have a fully optimized SEO, you will need to include all the SEO basics like unique title tags, meta descriptions, long-tail keywords, internal links, etc. If you want to dive deeper, we have an SEO checklist to help drive sales. Once you have the basics down, you can then include advanced SEO measures for better-optimized product pages. Since there are many elements, steps and requirements that go with setting up the perfect SEO, many companies prefer to work with a marketing team like InteractOne to help your brand’s SEO reach its fullest potential.

Include Social Media Proof

To not confuse social media with reviews, reviews are the content generated by customers that stays on your site, while social media is content created by your customers, influencers or even yourself that lives on the social media platform it was posted on. Social media is not for every apparel company but it can help out your product pages if your brand does use it. Just like how reviews help potential customers understand how others like the product, social media will help as well. People prefer seeing how the garment fits on another person similar to their size. The more social proof on product pages, the more potential customers you can reach. Social media proof on product pages also adds credibility and trust to your brand and clothing items. To learn more about how your brand can best utilize social media, we created a guide on the best social media tactics to use to increase traffic.

Stay on Brand

All the content on your product pages, whether it is images, videos, graphics, social media or copy, needs to reflect your brand. New and old customers should be able to recognize your brand instantly with every product. To stay on brand, follow the guidelines that your company created. Having a brand guide is vital in creating and implementing any designs, copy, graphics, videos and any other content you want to use. Essentially, how can you stay o brand and on message if your brand isn’t defined? That’s where you create a brand guideline that determines who and what your brand is. Once you understand the who and what about your brand, you can take that personality to the digital world. These guidelines need to include your brand’s copy and design elements, as well as your target audience.

There are many more ways to optimize your product pages. We even have a guide on the keys to a successful product page. To learn how InteractOne can help you increase traffic on your product pages and throughout your apparel webstore, contact us today.

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Your Go-To Guide for Selling Supplements Online

Your Go-To Guide for Selling Supplements Online

Your go-to guide for selling health supplements online (DTC)

As a health supplement distributor or manufacturer, you’ve got the team and processes  to sell your products via the B2B distribution chain. But what about when you want to begin selling directly to consumers (DTC)? Selling health supplements online DTC is more popular than ever, and the market is growing every day. But don’t be intimidated. Here’s your go-to guide — complete with benefits, guidelines and more — so you can begin successfully selling health supplements online today.

Benefits of selling health supplements online

The future is digital. There’s no denying it. Seemingly everything is going online, especially in a post-COVID world. And when it comes to selling health supplements, it’s no different. The vast majority of health companies choose to sell online for many reasons, including:

  • There’s no need to spend money on a brick and mortar store. This cuts overhead costs tremendously. No rent to pay, no store to clean. Just a website to run.
  • You can be open 24/7. When you run a business online, there are no open and close times. You’re available to your customers any time they need supplements.

Overall, selling health supplements online is simpler and much less expensive for your company than selling in a brick and mortar store. But, it’s not just the “wild west” in the digital space. Selling supplements online comes with its own set of rules and limitations.

Government guidelines

When selling supplements online directly to consumers, there are a lot of government guidelines to consider. The supplement space can be tricky because omitting information or having incorrect information can get retailers in hot water very quickly.

In the U.S., the Food and Drug Administration (FDA) regulates the production and sale of all health supplements. Here’s what they require to be listed on each product:

  • All ingredients
  • The manufacturer
  • The packaging site
  • A product description
  • The word “supplement”

Here’s a link to a page on the FDA website that explains more about these requirements.

In addition, it is illegal to make any claim that a supplement will treat a condition or provide medicinal benefits. You absolutely cannot claim that your product will help people achieve anything at all unless you can back it up with authentic scientific studies. If you do make a claim, it must be accompanied by the following text: “This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.”

If supplements are mislabeled in any way, companies will receive a letter from the FDA. Every year, the FDA sends hundreds of letters to various organizations for mislabeling their products. Once a company receives a letter from the FDA, they have 15 days to respond and remedy the situation. If a company fails to do so, the FDA will enforce recalls and/or seizures of products.

Selling health supplements on social media

In today’s day and age, social media is absolutely vital for selling health supplements. It is widely known in the supplement world that using social media effectively is generally the “magic trick” for a successful supplement business. There are a few crucial things to consider as you begin to market your health supplements on social media.

  • Choose the right social platforms. You might think that selling the maximum amount of health supplements means having a big presence on every social media channel. Sometimes it does, but usually it doesn’t. Usually, with each specific supplement, not every social media network will be a good fit. Begin the process of selling on social media by identifying your customers and choosing a social network (or two) that gives you the best and most appropriate opportunity to speak to your target market.  
  • Build your network. You can start this process by searching for relevant keywords or hashtags (such as “health supplements” or #healthsupplements). Once you’ve found some people interested in your space, respond to their questions, comment on their posts, like their content and share their relevant posts. The goal is that they check out your page, like what they see and become a loyal customer. Selling supplements and building an audience on social media can be time consuming and competitive, but interacting with your audience in meaningful ways will help you gain ground.
  • Market differently on each social media platform.  Let’s say your research has taught you that your brand should focus on Instagram. In that case, partnering with an influencer can help you sell much more effectively. However, if your audience is more active on Facebook, Pinterest, eBay, etc., then there are other best practices to use. Keep in mind the best social networks for your specific product and audience, and then market and sell with that in mind. Whatever platforms you end up choosing, you must prioritize monitoring those platforms. Platform users are prone to comment and sometimes in a negative,  sometimes trolling style. Merchants need to be ready and armed with responses to defend claims and diffuse negative comments.

Don’t have a digital presence yet?

If your company isn’t online just yet, don’t worry. There’s no better time to start your health supplement eCommerce site.

Conclusion

Once you’ve created an amazing line of health supplements, it’s time to share them with the world — and what better place to do that than online? After you’ve mastered the government guidelines and learned how to effectively market to your target audience, all that’s left to do is sell.

There are excellent eCommerce platforms available on which to build your webstore. We can help you choose the correct one to meet your needs – and help you create and market your eCommerce presence.

To learn more about how InteractOne can help you sell health supplements online directly to consumers, contact us.

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