Chapter 8: READY, SET, SELL!
Get started in e-commerce.

BUSINESSES ARE NO LONGER STUCK within their physical walls. You can take your products to where your customers are: the Internet. E-commerce is for companies of all sizes, whether selling products is your main focus or you're just looking to offer branded T-shirts and caps to surfers. Getting started with an online store used to mean hiring a web specialist to build it from the ground up, but now there are a host of savvy services that will get you up and running in a jiffy. Finally, you may find that some combination of the above is what works best for you. For example, many online stores supplement their regular sales with eBay auctions. It can be a great way to sell unique items or returns that can't be sold as new.

 

WHAT'S YOUR SPECIALTY?

Before you fire up your online store, it's a good idea to know what you're getting into. Some product categories are already crowded with dominant players. Books and shoes, for example, are saturated with large sellers that can undercut just about any price. That's not to say you couldn't build a successful business in one of those areas. As a small startup or new online seller, your greatest strength could be in finding and mining a specific e-commerce niche. For example, if you found an untapped consumer base for rain boots or vintage mystery novels, that could be your ticket to specialty-market success.

ART OF THE START

The fastest and cheapest way to get started with an online web store is to look to your web service provider. Many large web hosting companies have an e-commerce option or an e-commerce solutions partner that can make building your first store a matter of pointing, clicking and adapting pre-made templates. Most of these basic web stores charge a monthly fee and a small transaction fee for each order. You can expect a starter plan to cost as little as R240 - R420 a month. If your e-commerce effort is highly complex or requires a lot of customization, it can be a good idea to bring in a specialist for help.

Ask a web designer if this is a service they can provide in addition to building your site. Your e-commerce effort can be as simple or as advanced as you need it to be. Consider a system that ties your inventory and online store together to help simplify your record keeping. This can also help you avoid offering out-of-stock items to customers.

PAYMENTS AND FULFILLMENT

It's smart to offer your customers a variety of payment methods. A merchant account that lets you accept credit card payments is an important first step. Also consider integrating with PayPal as another popular payment option (Or use a South African support gateway system like: MyGate, PayGate, VCS). Customers appreciate having a variety of shipping options, too. You can set up with your preferred shipping providers to automatically calculate costs for your buyers. While we're on the subject of payments, don't forget about complying with tax laws. If you need to, seek outside help from an e-commerce expert or consultant. If you're using a do-it-yourself online store solution, use the wizard to customize for your tax collection requirements.

CUSTOMER SERVICE

Keeping in close contact with your customers is a must. If they send you an e-mail with a product or payment question, you need to be able to respond quickly. Aim to field every e-mail within 24 hours, and consider offering an online chat function as another avenue for communication. When it comes to keeping customers happy and coming back to your online store, special coupons and discounts are a big incentive. Even a 10 percent off coupon or a free shipping bonus for customers can be a big boost to repeat business. A monthly e-mail letting customers know about new products and special deals with articles on relevant subjects can be a welcome form of advertising.

The tips and advice that apply to building a regular website also apply to your web store. Simple navigation, an attractive design and a smart approach to online marketing will give you a leg up over a lot of your competition. Throw in some top-notch customer service, and you'll be on your way to developing your e-commerce reputation.

by Entrepreneur Media Inc.