E-commerce:What you need to know

E-commerce has taken off in a big way. It's relatively low overhead and start-up costs make it a dream for small businesses. For the same reasons, it is an advantage for larger companies. Before you call that web developer though, there are some things that you should know in advance. Most people think that you build the store and they come. Well, I hate to burst the proverbial bubble, but that just ain't so! Before you reap the rewards, there is much planning and research to be done.

Selling to the Masses

How do you like to shop? Do you know before you leave the house what you are looking for? Or do you like to mill around the mall for hours on end looking at everything? Keep in mind, this is not just how you shop, but how others shop as well. Most e-stores are built around the software that powers the site, so you have a choice of keyword search or by description. The product usually defines how it is shopped for on your site. This is important to remember when creating your store. Knowing who your target audience is and how they will shop for your widget is a huge step in planning your online presence.

Design your store

You can have a developer create the slickest site anyone's ever seen but if it's hard to navigate or doesn't work, then what good is the site. Simply, none! The interface must be given great consideration. You can make a site look good but keep it simple. The most important aspect of your e-store is ease of use. This gives the customer confidence when browsing your products. They know that with a simple click, they can purchase the widget they've been dreaming of. Then with another, they can purchase their widget and do it securely (there should never be a question of using a secure server. It makes the buying public feel safe in giving out their credit card information). When designing the site, keep in mind, that there are experienced and novice web surfers out there and you want to cater to them all.

Next month, I will cover transactions, e-commerce options and keeping your customers. Until then, research, research, research!

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