I am lucky to have had a conversation with Ecommerce legend Dave Wilkes, CEO of Chargeback.com. He mentioned that large Ecommerce retailers represent only 1% of Ecommerce businesses and 34% of Ecommerce total revenue, while medium and small Ecommerce retailers make up the other 99% of businesses and 66% of revenue.

Platforms

Retailers have three main goals: enhance customer satisfaction, increase revenue and reduce costs, and the right platform helps you meet your goals.

The top-three platforms used by large retailers are:

  1. IBM WebSphere
  2. Oracle ATG Commerce
  3. Magento

Users like IBM WebSphere because it integrates into their existing systems, facilitates precision marketing and effective segmentation, includes enhanced B2B and B2B components and supports selling across numerous channels. Oracle ATG Commerce focuses on personalized experiences and provides tools to easily tweak and improve a site's user experience, no IT guy needed. With its open source system giving companies versatility and top-notch programmers and designers, Magento supports and powers thousands of online stores like Nike.

On the other end of the spectrum, the most-used platforms for medium and small retailers are:

  1. WooCommerce
  2. Magento
  3. Shopify, IBM Websphere and PrestaShop

A big selling point for WooCommerce is it's a plugin for WordPress, so it's free with a WordPress website, while Shopify's ability to create sensational stores via their pre-made and custom themes make it the platform king of visual appeal.

Gateways

Ecommerce retailers differ in size and products offered, but one thing they almost all have in common is using PayPal as their top payment technology. PayPal is the most trusted, buyer-friendly gateway, processing nearly 8 million daily payments. Retailers know to go with what their customers like, and with more than 179 million active accounts, it's clear consumers like PayPal.

Others used include Braintree, CCBill and Stripe. Stripe has made its name known among industry leaders because it can be directly integrated within your Ecommerce site and is cheaper with transaction fees than PayPal.

Fraud Prevention

Fraud prevention should always be at the forefront of retailers' minds with card-not-present transactions. So what pre- and post-transaction safeguards can you take?

Front-End

Ecommerce businesses have a target on their backs for data thieves looking to steal people's identities. Fight identity theft and safeguard your business and customers using encryption, network firewalls, educating your employees and teaming with companies like Pixalate and Kount.

In December of 2015, numerous companies created websites and began selling hoverboards. WordPress websites fitted with WooCommerce were built overnight, as were relationships with Ecommerce platforms. But these companies neglected implement any customer scoring or pre-transaction safeguards. If these companies had implemented front-end fraud mitigation, they could've avoided the $900,000 in chargebacks they incurred.

Back-End

Ultimately, regardless of your front-end safeguards, 0.5% to 2.0% of your transactions will be charged back.

But you can minimize your chargeback costs with the right chargeback management solution. Partner with software that utilizes chargeback analysts to gather documentation and perform research and that offers alert prevention services, recovering your lost revenue while reducing your monthly chargebacks.

So, what's in your Ecommerce stack?

Published on: Jun 6, 2016
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.