Sell Products Online: 5 Psychological Principles that Influence Customers

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Selling products online is not easy and you know it!

You can build, design and launch your website in one day, however, getting traffic to your store, acquiring customers, and concluding sales is a lot easier said than done.

There are numerous strategies you can use to promote your store and increase your sales. Have you ever tried psychological strategies?

Anyone who sells products online should know these 5 principles in ecommerce sales psychology.

How to Sell More Products Online

You now have an opportunity to harness the power behind the ecommerce selling psychology and build some of these triggers into your store If you want to know more about how to sell online we invite you to look at some of the best e-commerce platforms:

1.Commitment & Consistency

The principle of commitment & consistency says that sellers will go far to appear professional and reliable, even to the point of doing things that aren’t rational.

As a retailer, if you understand the concept of purchasing and getting purchasers to make a commitment to your brand, they are more likely to continue to purchase from you. If you can get products in your customers’ hands, your chances increase.

You can apply this principle to your product return policy. Did you know that almost three-quarters of online purchasers said that they would be more likely to purchase from a business that has a flexible or no-questions-asked return policy?

There are fewer issues for the customer to purchase because they know that if they don’t like the product, they can easily return it. Once they have the product, will they return it? You never know, but one thing is for sure – they are already committed.


Have you ever heard of the Halo effect? This occurs when a business finds marketing success due to its collaboration with a successful product or company. If this approach is used properly, it can help you save money on advertising and marketing.

When your online store evokes something that is already familiar, people will believe that your store possesses similar qualities and values. You can collaborate with industry experts, celebrities, and more. They have already established expertise and now you can take advantage of associating your brand with them.

Is the product you sell created by artists? Share your store with the world.

You don’t have to be an expert to establish authority for your online store or products. An approval from an expert in your niche could provide just the level of authority you need to ensure customer confidence.


We are more likely to purchase something is we feel a connection to the person creating it. It is why businesses hire celebrities and influencers to promote their products – so that people will share their love for the product.

One example is Prive Revaux. This is an online sunglass brand which uses this strategy (Liking) as the main principle in their business. They collaborate with celebrities to create lines for their products. Fans of celebrities automatically become fans of sunglasses.

You can make this principle work for your store by telling your story. Every element of your online store (background, photo style, color, and etc.) contribute to your brand identity. The goal is to create a personality that your audience will like.

This strategy might be efficient if you are selling children’s products, natural products, and etc.

Also, a lot of brands include About Us page where all important business details are shared.

If you are selling jewelry, clothing or accessories, one way to create a connection is to show off your products on people that will identify with your customers.

4.Social Proof

We are social creatures and anything that shows the website’s popularity can be a psychological trigger. Did you know that over 80% of consumers trust product reviews from their family and friends which is more credible than anything you say about your brand?

One way to use social proof is to create “Most Popular” or “Best Sellers” page. By showing that one of your products is a top seller, you will give a sheen of meaning and significance.

Social proof psychology can happen outside of your website, for example, on social media. Influencer marketing has become popular in the ecommerce industry. The comments about your products and brand could spur up interest and increase sales.

According to another research, two-thirds of consumers trust the opinions of others. One strategy is to try to use influencers and celebrities to support and endorse your brand on Instagram.


The principle of unity revolves around the concept of shared identities. Your business and your customers have shared values and ideas, however, unity takes it one step further with groups or identities.

Here is one example: you might run a store that sells outdoor gear to people who love spending time in nature. When you use the unity principle, you are connecting groups of outdoors lovers. One brand that has successfully done this is Patagonia.

They are known as lovers of nature/outdoors and as activists who are fighting to protect the outdoors. This has motivated groups of customers who share the same values to have loyalty to the store.

When applying this technique to your ecommerce business, it is fine to use labels. Labels strengthen shared identities. Just take Justin Bieber fans for example, they are Beliebers. There is a reason why his fans are so loyal – it is because they share the identity with each other to build a community.

Your business can use a similar tactic. If your customers have already created a label, don’t be afraid of it, instead embrace it. The label can represent your brand, products, and values.

Final Words

These five principles represent strategies that directly impact perceived risk. By using the authority principle, you are increasing the chances of sale success. Someone who says yes to your products can always relate to the authority you have shown to explain their purchase.

By using these techniques throughout your ecommerce website you will be able to boost our sales and maximize your revenues.

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