How To Sell Jewelry Online: The Most Pervasive Problems

 If there is one sector that resisted e-commerce for the longest time, it is gems and precious metals. Jewelry can be so expensive that people prefer to buy it offline rather than risk losing the parcel (as has been known to happen with parcel deliveries). However, the biggest jewelry houses and some small artisans have figured out how to sell jewelry online. We are rounding up the most pervasive problems in selling jewelry online that you need to address for your business to succeed.

Customers Want To Touch, Feel and Wear

When it's a big-ticket item like precious metals jewelry, people want visual and tactile engagement, before whipping out their wallets. Many times, customers want to know exactly how it will look on them and the sizing. Merely stating dimensions does not give them the idea. Even a good virtual shopping experience with VR and 3D is a difficult idea to scale up.

Worrying About Return Policy

When jewelry websites are not clear about the return policy or have a very small return window, customers are afraid of being stuck with an expensive jewelry item they can’t wear. When online jewelry stores have self-shipping for returns, customers are worried they would be blamed for items getting lost in transit.

Jewelry Customization

People like going to offline jewelry stores to get customization in their pieces. They may want simple changes like shortening a chain or may want to commission original designs. Online jewelry stores don't usually offer such services.

The Trust Factor

People are deeply hesitant to trust new jewelry brands without the backing of a major name. There are worries about the authenticity, genuineness, and provenance of the precious metal jewelry. The general distrust described previously, combines with the lack of a solid reputation to keep people away from new online retailers. 

Transaction Problems

Jewelry made of precious metals usually runs up to several thousands of rupees in pricing and such large transactions make people hesitate to make online payments. Whereas cash on delivery services may offer a way out, but the demonetization in 2016 made many online retailers wary of accepting large cash payouts. Typically, Indians buy jewelry offline with large cash payments and don't want to have bank transactions.

Logistics Problems

Small and mid-sized retailers find it hard to deliver as fast as big ones. The faster the delivery time, the more likely it is that consumers will trust the seller.

They also have to be stocked up with the latest designs and offer competitive pricing. Additionally, big-ticket purchases need parcel insurance to set consumers' hearts at ease. 

Fortunately, logistics companies like Shyplite offer safe and insured logistics services for such high-security needs. Having a no-hassle return pickup system can help. Other problems of how to sell jewelry online can be addressed by offering as much information as needed for transparency and telling buyers about authenticity marks to check. 

There are some interesting innovations to improve buyer experiences such as virtual try-on and try-at-home options. As consumers become more comfortable with online shopping for jewelry and businesses make the shipping process seamless, it remains to be seen how quickly sales pick up.