At Brew & Scone, one of our e-commerce challenges is helping customers experience tea before they can smell its aroma, see the ingredients up close or taste the finished cup. In a physical setting, a customer can sample a blend and immediately decide whether it appeals to them. Online, our product descriptions, photographs and brand presentation must communicate that sensory experience and help customers imagine how the tea will taste and fit into their daily lives.

This has encouraged us to think beyond simply listing ingredients. We must describe flavour, aroma, the brewing experience, and the moments when someone might enjoy each blend. Customer reviews, attractive packaging, educational content and opportunities for in-person sampling can also help build confidence. For any online retailer, the challenge is to replace what customers cannot physically experience with useful information and a strong sense of trust.

Join the conversation: If you sell a product customers cannot touch, taste, smell or try online, how do you help them feel confident enough to make their first purchase? Share your experience? We'd like to hear your thoughts!