E-Commerce · 7 min read
Selling jewellery online: what makes it different
With a high-value product that depends on trust, online selling follows different rules from ordinary e-commerce.
01Photography is everything here
With jewellery the customer cannot handle the piece; the decision rests entirely on the image. Photographs from several angles, in natural light, with something to convey scale are essential. Offering zoom is one of the most effective ways to reduce returns.
02Weight and carat must be explicit
In this sector price is directly tied to weight and carat. That information has to appear clearly and unambiguously on the product page. Every technical detail left vague pushes the customer to call instead of buy — and most of the time that call never happens.
03Put the trust signals up front
On a high-value purchase nobody enters a card without understanding delivery and returns. Insured shipping, return terms and certification belong near the buy button. Burying them in the footer delays trust at the most critical moment.
04Manage price volatility
When the gold price moves during the day, products published at a fixed price either lose money or demand constant manual updating. Calculating price from the current rate protects the business and gives the customer a transparent reason for the number.
05Join the shop and the site
Many customers prefer to look online and buy in store. Showing stock per branch, or offering click and collect, stops the two channels competing with each other.
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