The retail landscape has changed dramatically over the past 20 years. Where once customers were drawn to glitzy shopping malls and bustling high streets, they’re now looking for a faster, efficient digital option.

According to PFS statistics from June 2016, e-commerce sales in Australia are projected to rise 21 per cent by 2018. So while the market is hotter than ever before, online retailers need to consider whether their websites are meeting customers’ changing needs.

Here are five tried-and-tested ways to set your online store apart and boost those all-important sales.

1. Get your SEO right

So you’ve set up your store, but where are all the customers? There’s no point having a great product on sale if people can’t find it. Ensure your SEO is optimised by integrating keywords, using plenty of images and by creating your own content, like a relevant blog.

2. Speed up transactions

By the end of 2015, 35 per cent of online retail transactions were completed on mobile devices. That’s why the best e-retailers ensure their digital sales platform is fast, usable and resizable for devices.

3. Target your customers

Do you know who your customers are? One of the smartest things an online retailer can do is target consumers who will give them the most business. Create a customer profile and gear your marketing efforts towards that demographic.

4. Don’t be afraid of promotions

Discounts are an important part of any successful promo campaign. Have a flash sale, offer early-bird benefits and reward loyal customers with great deals. It’s an excellent way to encourage repeat business and earn bigger sales.

5. Widen your payment options

While credit and debit cards are among the most popular digital payment methods in Australia, you should give customers plenty of options. Consider integrating Bitcoin payments or making your site compatible with digital wallets.

Of course, there will always be room for physical stores, but having an online shopfront is essential. With a seamless website, a comprehensive understanding of your customers and a smooth purchasing experience, you’ll see yourself building strong relationships with your customers while reaping the financial rewards that come with it.