If you've been searching the Internet for e-commerce solutions, you know many sites that provide on-line stores concentrate on signing up as many new stores as possible.
Before you jump off and build a store, do a bit of planning. It can save you a lot of future headaches and disappointments.
In general, there are two ways to begin selling products on-line: build an on-line store or use a shopping cart.
When we talk about an "online store," we're referring to a complete, flexible and professional approach to building a manageable on-line retail site. Online stores are much more than simply a catalog with a shopping cart. A true online store incorporates many of the features that are common among the more successful etailers today:
One of the least expensive ways of "going online" is to subscribed to a hosted shopping cart. While it may be quicker and easier to begin selling online with a shopping cart, you give up much of what will make an on-line store more successful. Shopping carts don't provide incorporated marketing tools (e.g., newsletters, e-mail campaigns) nor do they allow you the flexibility to create new sections, tools and content for your customers outside of the standard product catalog.
Our clients hear this phrase all the time, because content remains the most important aspect of online selling, whether it's a product description or search engine ranking.
Most e-commerce systems (or platforms), provide little in the ability for you to add content beyond the product catalog and a selection of prescribed pages, such as Privacy Policy and Returns Policy.
Our experience taught us that the more content you provide about your products, your niche and your company, the better chance you have of convincing new customers to do business with you. If your on-line business is new, your brand is not well known. Therefore, you need to work especially hard to convince new visitors that you're a worthy retailer.
Our most successful properties add sections to their site outside of the product catalog to explain their products:
Most shopping cart solutions (and even most hosted storefronts) limit how you can present your products. What if your product requires special information, attributes or grouping with other products? What if you want to allow product customization? Are you planning on selling a recurring service that needs to be billed periodically (e.g. monthly subscriptions)? Do you have downloadable products, such as e-books or software?
Whichever platform you choose, make sure that it will allow you the flexibility to present your products or services however you feel is best for your needs.
If you're a successful etailer, you probably wouldn't be reading this page, for one thing. You've already discovered the method and technology that works for you.
On the other hand, if you're new to e-commerce or not enjoying the level of success you expect, engaging a company that can provide you with a flexible and powerful platform and the training and expertise to help you succeed is very important.
If you're a novice, don't try to "go it alone" with a simple shopping cart solution. Conversely, don't believe those who tell you it will cost $10,000 or more to create the kind of branded Web site you need.
To offer some perspective, let's assume you find an online shopping cart solution that provides great looking templates, lots of cool catalog features and a low, monthly price. What you might be missing could include:
There are hundreds of choices when it comes to building an on-line store. Some are more sophisticated than others. Most ultimately require that you either have products that fit within a set presentation style or that you have advanced skills in HTML and coding.
Instead of focusing on technology, focus more on who can provide you the complete tools to succeed online, such as training, research, support and ongoing evaluation.
Once you've chosen the right partner and built your new e-commerce store, it's time to let the world know.
Step 1: Define Your Niche
Step 2: Create Your Brand
Step 3: Build Your Store
Step 4: Promote Your Business
