Key takeaways:
- A mission statement defines your brand’s purpose, target audience, and values.
- A solid eCommerce mission statement is clear, customer-centric, and provides a positive impact.
- Writing a mission statement for your eCommerce business helps you stand out and connect with customers more deeply.
If you think mission statements are only for big brands or corporate websites, then think again.
No matter the size of your business, a mission statement can help your eCommerce site connect more with your audience. It gives your brand purpose, builds trust, and makes you stand out online.
In this guide, we’ll show you how to write a mission statement that fits your eCommerce website and share real website mission statement examples from eCommerce brands to inspire yours.
What is a mission statement?
A mission statement is a short, clear declaration of why your business exists. It answers the core questions: What do you do, who do you do it for, and why does it matter?
For eCommerce brands, a website mission statement gives your brand direction. It helps you communicate your company’s purpose, guiding your team to what they need to do by offering a shared framework for action.
While it’s a great tool to help your company with decision-making, it’s also a great way to connect with your audience. How? It tells potential and loyal customers what they can expect from you, building trust and setting the tone for your brand experience.
An effective mission statement is concise, memorable, and reflects your company’s values.
Mission statement vs. vision statement: what’s the difference?
A mission statement defines what your business is doing now. In contrast, a vision statement describes what the future looks like when your business succeeds.
Both mission and vision statements are equally important to a business but serve different purposes. A vision statement is forward-thinking. It outlines a long-term goal, usually five to ten years into the future, and describes the world you hope to shape by achieving your mission.
In contrast, a mission statement is generally short- to mid-term. It explains what your company does today to achieve your vision. It’s like a roadmap to your goals, guiding your team and strategy in the present.
How do you know if you’re writing a mission or a vision statement? When writing a mission statement, you’ll write about your company’s current purpose and audience. If you describe the future and the impact you want to make, you’re writing a vision statement.
How to write a mission statement?
To write a well-crafted mission statement, follow these steps:
- Define what your company is doing right now
- Identify your target audience
- Explain why you’re doing what you’re doing
- Write and edit your first draft
- Finalize your company mission statement
Writing a mission statement isn’t easy, but it doesn’t have to be complicated. Let’s break down each step so you can develop your own mission statement that truly reflects what your business aims for.
1. Define what your company is doing right now
Start with the present. Take notes of your products, services, and the problems you’re solving. This part should be simple and specific. Avoid future goals or abstract language; focus on what your company is actively doing.
For example, you’re running an online toy shop. Your list should look something like this:
- We sell toys
- We deliver toys
- We repair broken toys
2. Identify your target audience
Businesses seek to appeal to a specific demographic. You should, too.
Start with the basics: age range, location, and gender. Then, go a little deeper. Consider their environment, whether they’re everyday consumers, eco-conscious shoppers, or the world’s professionals.
Being clear with your target market helps your message resonate with the right people. When potential clients see themselves in your message, they will trust your brand and stick around.
3. Explain why you’re doing what you’re doing
This is where you explore what motivates you or your company to continue. It could be the desire to deliver exceptional customer service, make life easier for your audience, or something else.
Write a brief description of your business’s story and purpose, reflecting what your company stands for. Ensure it aligns with your core values and expresses why your company exists.
4. Write and edit your first draft
This doesn’t have to be perfect yet. Instead, focus on turning your thoughts into clear sentences.
For example, if you see your brand as a customer-centric company, a sentence like “We want to deliver personalized shopping experiences that prioritize customer satisfaction every time” could be a great start.
Then, edit as much as needed. Take out anything that feels too vague or complicated. The goal is to write an honest and clear mission statement.
Quick tip: Take a short break between each round of editing. This helps you return with fresh eyes and catch things you might have missed the first time.
5. Finalize your company mission statement
Once you’re happy with your edits, read it one last time and consider asking yourself:
- Does this clearly say what we do?
- Does it define the audience we want to serve?
- Does this show why what we do matters?
If it checks all the boxes, you have your mission statement.
Now, consider incorporating it across your website and social media platforms. This helps reinforce your brand message and build trust with your audience.
5 powerful mission statement examples
It helps to see how real businesses write their mission statements. Here are five mission statement examples from popular eCommerce brands.
1. Amazon
Mission statement: To be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.
Amazon’s mission statement encompasses the company’s values around customer satisfaction, employee well-being, and workplace safety. It goes beyond what Amazon sells. It shows who they want to impact, Earth, and how they operate, providing the best customer and employee experience.
This is a great example of a mission statement that balances customer focus with internal culture and global responsibility.
2. Starbucks
Mission statement: With every cup, with every conversation, with every community – we nurture the limitless possibilities of human connection.
Starbucks centers its mission around human connection. While coffee is its main product, the message highlights what the company values most: community building. This statement is a blend of purpose, emotion, and brand identity that resonates with customers and employees alike.
3. Adobe
Mission statement: Changing the world through personalized digital experiences.
This is a great example of a short and clear mission statement. It captures the company’s mission to enable digital creativity. Focusing on “personalized digital experiences,” Adobe shows its commitment to innovation and customer-centric design.
Adobe is also clear about who it wants to impact: the world.
4. eBay
Mission statement: We connect people and build communities to create economic opportunity for all.
eBay’s mission focuses on accessibility. It shows the company’s role as a platform that creates a space for everyone to succeed economically. Yes, everyone. Whether you’re an individual, a small business, or a global seller, eBay clearly wants you to thrive.
5. Tesla
Mission statement: To accelerate the world’s transition to sustainable energy.
This mission statement defines a global goal that frames all of Tesla’s sustainable products and innovations. Tesla’s bold, clear, impact-focused mission inspires customers and employees to push for sustainability and tech-forward solutions.
Key elements of a good mission statement
When writing a mission statement for your eCommerce business, keep these key elements in mind:
- It’s purpose-driven. A mission statement clarifies the purpose of your company. It focuses on the core reason a company started, whether solving a problem or empowering people’s lives.
- It’s clear. A good mission statement is clear about what your company offers and who you serve. It should quickly communicate your product or service and identify your target audience. Why? Potential customers can easily connect when a mission speaks directly to your ideal audience.
- It’s customer-centric. A good eCommerce mission statement goes beyond profit. It puts focus on the people and how your business can make a positive impact on their lives. Whether you offer personalized experiences or deliver excellent customer service, your mission should show that your company exists to serve.
- It’s short and simple. Many great mission statements are short, direct, and easy to remember. Avoid buzzwords and fillers. Instead, be straightforward. A simple and short mission is powerful and easy to share.
Create a strong mission statement that brings inspiration
A powerful mission statement helps your eCommerce brand stay focused and your customers connected. Having one is a small but significant step toward long-term success. Now that we’ve covered the steps to writing a mission statement, it should feel much clearer.
Now, it’s your turn to bring your mission to life. Share your mission statement across your social media platforms and eCommerce websites.
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Frequently asked questions
A mission statement helps you stand out by showing what makes you different and why you matter. It tells potential customers what you do and how you serve them. This clarity makes it easier for customers to trust and remember your brand.
“To be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.” This is Amazon’s mission statement. This simple and ambitious statement shows what the brand values most: to give the best for the people and their employees.
Yes. When your mission statement reflects real values and goals, it’s easy to trust. If consumers believe in your purpose, they’ll stick around, recommend your products, and come back again and again.
