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Fundamentals’ Top 5 eCommerce Tips

Fundamentals is a London-based eCommerce site which sells English-made clothing with a focus on sustainably-sourced organic cotton made by healthy, happy workers. Fundamentals founder Simeon Bird first created clothes that he’d like to wear himself and then decided that other people might want them too.


1. Find the right eCommerce platform

“We’re currently working with Squarespace Commerce, but we’ve adapted it with custom code a fair bit to make it a stronger ecommerce experience. It’s great for a start-up business and along with our automations makes it really easy to manage.”

2. Make sure you have a great user experience

We wanted to create a simple experience where the brand and product does the talking. Common mistakes I see are interferences which make the customer process harder. There are a whole bunch of reasons people end up not buying something and the more you can reduce this, the better.

“Ecommerce in some ways is brilliant, but sometimes can come off as pushy, in your face and overall just not a nice experience. We wanted to create a simple experience where the brand and product does the talking. Common mistakes I see are interferences which make the customer process harder. There are a whole bunch of reasons people end up not buying something and the more you can reduce this, the better. We like to think we’ve made a good balance between not being pushy and making the customer process simple.”

3. Let user reviews do the talking

“Generally, if you are open, honest and maintain a high quality of product, then the reviews will speak of that.”

“Generally, if you are open, honest and maintain a high quality of product, then the reviews will speak of that. So far we haven’t had any bad reviews and actually customer reviews really give us a good way of acquiring new customers. Word of mouth marketing is the best!”

“Word of mouth marketing is the best!”

4. Provide your customers with more than just things to buy

“We want to make Fundamentals a place where you can go just for something different or to get inspired. We want to promote our brand ethos across all that we do, not just through our clothes. In the digital age we’re constantly fed information and our hope for the content is that it offers enough value to stand out. We feel it’s important to offer more than just a physical product and we’re always working out ways to give more than just clothes to enhance the daily lives of our customers.”

5. Make sure customer support is in place

“Customer support shouldn’t be neglected and is essential to good ecommerce, because otherwise a website can come across as a bit faceless. We have some good automatons set up which makes customer enquiries manageable, but we’re careful to intervene when the human touch is needed. There is always more we could do, but we hope the systems we have in place are a great experience for our customers.”


Fundamentals on Dot London

“London is an internationally recognised city and I love having a Dot London domain. We work out of London and having our clothes made right here in London, it just makes sense to make the most of that and be part of the Dot London community.”