“DM To Order” - The Quickest Way To Lose Sales

We’ve all done it, we scroll the internet late at night before falling asleep and click purchase on something we really don’t even need. I can’t even begin to tell you how many things I have bought being in a “vulnerable” state. But then I also can’t tell you how many small businesses I couldn’t buy from when in this state. That is because I’ll be scrolling Instagram and end up on a cute candle or accessories page then when my mind has convinced me that I absolutely need this candle or hair barrette before I fall asleep, I see the instant turn off of “DM to order”… I guess it’s great for my wallet, but terrible for the business owner. You see, when someone can’t checkout themselves and they have to wait for you to reply to them to complete their transaction, you have given them time to think. Thinking time is typically not a good thing, it results in a “I can live without this purchase” especially small ticket items and even more so with items you can get comparable items elsewhere, usually cheaper. So, even if someone isn’t browsing late at night, it can have a negative effect even during the day.

I understand why people do “DM to order” because a website can be expensive for someone that is just starting out. Incase you weren’t aware, Square lets you have an online storefront for free. You pay per transaction which isn’t a bad tradeoff. This ensures you don’t lose any sales to the the fact you gave a potential client “thinking time”. If the processing fees scare you, then to be blunt, you shouldn’t be in business. That’s the price of being in business. Honestly, if your goal is to grow and have a successful business, there is going to come a point where it’s going to be nearly impossible to process transactions manually. If the processing fees are really killing your bottom line, then start baking some of that cost into your prices. I personally, would rather pay a few dollars more to someone that has automated checkout vs save $2 by DMing to order.

I am not saying you can’t ever say “DM to order”, but have it as a secondary option. Your business growth will thank you later.

Related Blog Post: Shopify vs. Squarespace for e-commerce