I can’t begin to tell you how many times someone has come to me or I have seen a request for an online shop. Sometimes they actually say, “I want to have a web shop and make money” and don’t even know what they sell.

Other times someone comes up with a brainy idea: “I want a site like VistaPrint”. My question, “Do you have the designs and the ability to print?” Answer, “No, can’t you do that for us?” (For very little money!)

Let’s talk about the realities of e-commerce.

1. Your site must be believable – seem real. Have a customer service number visible on all pages. Have a physical address posted on your contact page.
2. It must be easily navigable. Put categories, shopping cart, my account, shipping and contact us links on every page.
3. Make it obvious what you sell. Design like Amazon.com and you’ll never sell.  Amazon uses direct emails to entice customers to different areas of the site.  They know their site is actually overwhelming.  Design for few like or themed products .
4. State your privacy policy simply and up front – preferably on the page where customers have to enter their info.  Most sites do not need the policy written by lawyers. Do you give or sell your email list? Do you ever sell or give away other customer information like mailing addresses or phone numbers?
5. Make your product descriptions as detailed as possible with appropriate pictures.  I never ordered the office phone I wanted because I couldn’t find the info I wanted – what type of incoming ports on the back of a 2 line phone? No pics, no info, no sale.
6. Make sure your products are delivered quickly or else tell the customer before they order how long it might be til they arrive.  Too many sites ship immediately and customers are getting used to it.
7. Use newsletters to keep your customers interested – featured product of the week, latest sale, exciting new site features. (Please, it must be exciting and really interesting to the customer, not just a marketing ploy.)
8. Make it easy on yourself – a good site admin to manage your store easily is imperative for your sanity.
9. Site search! Make sure your product titles and descriptions are searchable; make it easy for your customers to find what you want.  Refer back to number 5 to do it right.
10. Security, security, security.  Using a reputable on line processor and a secured cart is the first step.  Then explain to your customer that you don’t keep their credit card information, ever, unless given permission to do so.  Small carts should never, ever, keep this info on the website. Any cart has the possibility of being hacked!