6 Essential Components Of An Ecommerce Website

Standard websites exist to promote products and services and to capture leads. They do not take orders from customers and they do not fulfil a customer service role. E-commerce sites have this additional functionality and this makes them more complex to develop and to manage.

Faced with the choice, how do you decide whether to trade online or not? Well, in some markets, the decision almost makes itself. For example if you sell books, CDs or software, a high percentage of sales are conducted online. If you do not have a sales presence on the web, you severely limit your market reach. The internet can increase the number and types of customers that you can target in any market, and sales on the web are growing. In the UK this year, internet sales are forecast to be £32 billion (GfK) and they are growing at the rate of 50% per annum. The investment in an e-commerce site is higher than a traditional site and so needs to be made with care.

The components for and E-commerce site are:

1 E-commerce software.

In simple terms, this software will present your products to your customers and it will process their orders. There are many commercially available packages, and prices have come down a lot in the past few years. If you are new to e-commerce, it can be useful to find a software that will do all of the business functions. As well as taking orders, it will do inventory management, order tracking, and provide you with reports to help you manage your business.
Tip! Study details about ecommerce automation tools described in the same web page.

2 A Merchant Account

This is an account with a financial institution, such as a bank, that will allow you take credit card orders. This can be costly and difficult to set up, particularly if you are a new business. There are set-up costs, monthly costs and you also pay a percentage of your sales to the account provider. You should research the market well to keep costs as low as possible.
Tip! Review, evaluate and compare existing ecommerce hosting service providers.

There are specific rules about how to process orders when the cardholder is not present, and you should pay attention to the procedure that you are asked to follow. This will limit any losses that you might incur from fraud.

Some websites begin trading with Paypal, which offers a simple way to accept credit card payments from your customers.

3 Web Traffic

E-commerce sites cost more to build and run, so they need good volumes of visitors quickly. There are a number of ways to grow your visitor numbers, including:

- Good search engine positioning. A specialist can help you to optimise your

site. Most buyers will use a search engine to find suppliers, so this is a

good source of visitors.

- Email. You can buy a list of potential customers and email them some
Tip! Read books on ecommerce from both book stores and ebooks obtained from the internet. There are also a lot of free resources on the internet that you shouuld take advantage of.

special offers. If you don't target buyers well, you risk alienating them

with spam. Also, you have legal obligations that you should research

before starting any campaign.

- PPC advertising. You can pay to advertise your site on search engines on

those pages that are relevant to the products that you sell. you only pay

when someone clicks on a link and visits your site.

- Listing on shopping comparison sites. There are many sites that take data

from many e-commerce sites and they display the prices for shoppers to

compare. Some are part of a search engine, like Froogle. Others are

independent web business like Pricegrabber.

4 Web Analytics Software

When you begin to operate you find that a significant number of people leave your site without buying anything. This is inevitable, but your success depends on converting as many visitors as possible into customers. A web analytics package will allow you to see where your visitors have come from, and it will track what they do on the site. You can see what paths they follow from your home page and you can study where they were when they decided to leave your site. This is invaluable information for you to look for elements of you website that turn visitors off and to eliminate anything which is blocking people from buying. You cannot run a good ecommerce site without a good analytics package.
Tip! An effective ecommerce web site design should be clean and free of clutter. Ample white space surrounding graphics and text areas will make for ease of readability.

5 Security And Backup

As in any other part of business, there are people on the internet always looking for illegal opportunities to make money. You need to protect your site with a good security package. There are many commercially available.

You will also need to backup your site data. It is easier that you think to loose a lot of work, and for no good reason. Make sure to backup both your web pages and the database behind them.

A good place to start on both issues is to talk to your hosting service. They may already offer services that you could use. You should make yourself familiar with how they operate and you should schedule regular backups.

6 Fulfilment Systems

When you have put all these elements of your ecommerce site together, you will need some method of physically picking, packing and delivering your orders. When order volumes are low, this is not much of a problem, but at higher volumes, fulfilment requires great discipline and automation. If business does take off, you will damage your business if you cannot fulfil orders rapidly. Expectations in B2B are now that 48 hour delivery is just acceptable and 24 hours is standard in many sectors. You need to plan how you will fulfil higher volumes of orders. You can invest in systems and processes yourself, or you can outsource fulfilment to a specialist company. They will usually charge a setup fee and then a cost per order processed and item stocked. This may seem like a far away issue right now, but I have seen too many businesses rushing to put something in place after things have gone wrong.
Tip! Openly display the owner's name or company name, a physical address, plus an email link and at least one other contact method (ie. fax, telephone) in any ecommerce web site design.

Successful e-commerce sites depend on an unusual combination of technical knowledge, direct or catalogue marketing expertise and commercial instinct. For this reason, there are very few really good sources of expert help. You can go it alone, but if you are looking for an advisor, choose one with care.

This article was written by Mark McCormack from Markmedia, a B2B marketing consultancy. Mark has over 20 years experience in all aspects of marketing. His website is http://www.markmedia.org.uk. This article is copyright.

eCommerce-Selling To The World

Think about this. You are planning to engage in "eCommerce", to take your business online. So, you need to learn a new set of business rules, a new way of doing things, because online business is "different", right? Well, actually, no, not really. You still have a product or service to sell. You still have a store with a shop "window" (your website) and you still need the customers to visit your store, in order to buy whatever it is that you are selling.

The only major difference is that (continuing the analogy) your local store window can only be seen by a small group of people, whereas your online business can be seen by the whole world. By engaging in eCommerce, you can take your business "global". For many businesses, this is truly an advantage, representing a wonderful opportunity. But that is not the case for everyone, particularly for companies who sell a physical, tangible product. When planning to go online, therefore, you should spend some time thinking about your product and exactly who your target market is, because this will be a crucial factor in determining whether your venture is a success or a failure. What it is that you plan to market on your eCommerce enabled website, and who will want to buy it? Some products will, by their very nature, not be totally suited to a world wide market. Pork based food products for example, will not be popular in Muslim countries, nor will wine, whisky or beer. Sales of open toed sandals may be disappointing in Iceland, Greenland and the frozen polar North.

Secondly, give very careful thought about how you will get your product to the customer. For example, if you were to make laser toner cartridges in Asia (as one of my client companies does) there is absolutely no sense in trying to sell one or two cartridges at a time to a customer in the USA, because of the cost of delivery. So, if your product is bulky or heavy, selling outside your locale may not be practical.
Tip! Openly display the owner's name or company name, a physical address, plus an email link and at least one other contact method (ie. fax, telephone) in any ecommerce web site design.

Furthermore, you need to consider that, whilst most countries use the same Standard International Trade Classification (S.I.T.C) codes for deciding on how much import duty to levy on a particular product, the actual duty to be paid varies from country to country, and such variations can (and will) lead to disputes. Again, using my client as an example, they sold a consignment of toner cartridges to a customer in Finland, which got held up in Customs for several weeks on arrival in Helsinki, because of a dispute over the Import Duties to be paid.

Whilst this was not the fault of my client or his customer, nevertheless, the result was an unhappy customer, who obviously did not become a regular customer. Likewise, if you plan on selling a service online, can that service be provided outside your local area in such a way that you still make money? Do you need to have one of your own staff actually work with the customer (in which case, you need to stay local) or can the work be easily subcontracted on a global basis? Would it be easy to find such a local subcontractor capable of supplying your advertised service in such a way that both you and the customer are happy? How much would such a subcontractor cost?
Tip! Lastly, if this is your first site, find someone who has built an ecommerce site befor and learn from them. You do not need to waste time and money reinventing the wheel.

Unless you can get positive answers to all of these questions, then, again, it may pay you to keep your services local, rather than overreaching, in order to become a global player. The simple truth is that, whilst the global nature of the internet allows you so sell to the whole world, it is the nature of your product or service that will ultimately decide whether this is practical for your potential customers, and profitable for you, or not.

http://webbiz99.com/ecommerce

Steve Cowan is an enterpeneur, businessman & writer. He is also an international racing driver & full time father. Find more, visit his site at http://webbizz99.com/ecommerce