|5 Steps of ECommerce
You set up a retail business, you advertise in your local newspaper,
you get customers coming into your store, and you receive payment
at the cash register. Create an online store, and...how do you
get customers? How do you receive payment? The concept is the
same, but the steps are different.
Step 1: Create your website
If you don't have web design skills, you can hire a qualified
web designer to create a website for you, or you can use an
online site builder. Think of it as hiring an architect and
an interior decorator compared to setting up shop in an existing
Using a web designer
With the services of a web designer, you can have a unique website
template and website customized to your specific needs. A web
development team can also add features such as Flash headers
or any programming needed for your site. If your company image
is critical, a custom-designed site that conveys the right professional
image is a must.
Using an online site builder
An online site builder is the budget way to go. With site builder
programs such as Site Studio, your website can be online within
minutes. A step-by-step menu allows you to choose a layout and
colors, and then add a site description, a logo, and content.
Your template may not be unique, but your content will.
Step 2: Set up an e-commerce store
Your customers will browse at your website, select some items,
and then pay for them. When you set up an e-commerce shopping
cart, you're providing a way for your customers to bring their
purchases to the cash register. The program you choose will
allow you to enter your products in the database and allow shoppers
to choose products when they click on "Add to cart" or something
Two well-known shopping carts, osCommerce and Miva Merchant,
both allow you to do these tasks:
Add, edit, and delete product categories and other information
Set tax rates and charge tax
Receive payment via numerous online and offline payment processing
And much more
osCommerce is an open source program. Store owners can set up
their online stores using osCommerce with no costs involved.
For small stores, it has all the features you need for an online
store. Drawbacks of osCommerce are that customization is not
easy, and online stores using osCommerce tend to look similar.
While Miva Merchant carries a price tag of $995, some web hosts
offer Miva Merchant licenses with their hosting plans. If you
choose Miva as your shopping cart, be sure to host your site
with a host that provides Miva support. Its learning curve is
steep, and it requires the support of people who know how to
work with it.
With the price and the steep learning curve, you get more features,
and you can customize the program more. Add-in modules can be
bought that perform a number of tasks. In addition, a strong
support community is available in the Miva user group forums.
Step 3: Get a merchant account and payment gateway
When customers arrive at the checkout counter, you need a way
for their payments to be transferred from their credit card
accounts to your bank account. The method you choose may depend
on your sales volume.
For high-volume sales, an e-commerce merchant account plus a
payment gateway will meet your needs. A merchant account provider
authorizes the transfer of payments to your account, and a payment
gateway transfers the information from your customers' financial
institutions to yours.
Most merchant accounts have setup fees, transaction fees, monthly
fees, and statement fees. The transaction fees are less than
what you'd pay using a third party credit card processor such
as PayPal. With all the fees, however, the overall cost is typically
lower only if your monthly sales volume is over about a thousand
For medium and low volume sales, PayQuake and PayPal are viable
PayQuake offers three merchant account types to choose from.
Although they all require payment gateways, the two smaller
plans have no monthly minimums. You can upgrade to a higher
or lower plan if your needs change.
PayPal has become a household name. Customers can send payment
through PayPal via credit card or via money that they transfer
into their PayPal account. While the fees per transaction are
higher than with merchant accounts, there are no setup or monthly
fees, and you don't need a payment gateway. You pay only when
you have financial transactions.
Fore more details about these options, see WebSite Source Hosting
Step 4: Create a secure payment environment
A Secure Sockets Layer (SSL) certificate enables you to receive
credit card information securely from your customers. When a
payment page is using SSL data to encrypt data, a small image
of a lock appears at the bottom right of the screen.
Some web hosts offer SSL certificates as part of their hosting
packages. If your web host package doesn't include SSL certificates,
you can purchase one separately.
With PayPal, no SSL certificate is required.
Step 5: Generate traffic
Your products are on display in your newly designed store, your
shopping cart is set up and ready to use, and you have everything
in place to be able to receive payments securely. Now all you
need are customers.
This is where marketing comes in.
Submit your site to search engines.
Advertise your site.
Keep your company name in front of your customers with a regular
Add more content to your website to keep it fresh.
Monitor your website traffic to see where it's coming from and
how you can increase traffic for key content areas.
About the author:
Lois S. is a Technical Executive Writer for http://www.websitesource.com