How can I sell my goods & services online?

Introduction

This FAQ aims to cover the some of the issues involved in selling goods and services online.

Why should I consider selling goods online?

Many see e-commerce as the internet’s ‘killer application’ and envision all business being conducted this way in the near future. There are many advantages of selling goods and services online :

Setup and maintenance costs are much less than for a high street store.
You can reach a global audience.
You can receive payment instantly through credit-card transactions.
Your business can be open 24 hours a day, 7 days a week.
You can manage customer accounts and data easily.

What do I need to sell goods online?

Delivery

Before setting up an online shop you should initially consider how your goods will be dispatched to your customers. For a small store, this may be handled transaction by transaction, though for larger stores you may consider an e-commerce system with more sophisticated stock control.

Accepting Payment

To accept credit-card payments, you should consider opening an electronic payment account. Listed below are some examples of popular accounts :

Though each account works differently, a typical account would provide means for your customers to pay online using major credit cards. Your account would be managed online by the account provider, allowing funds to be ‘withdrawn’ (by transferring funds into an existing business account), refunds to be made and interaction with your choice of online shop.

Some accounts may also take a percentage from online transactions. Refer to the terms of each account for more detail.

Online Shops

With an account in place, you need to consider how to build your store front. This is a crucial part of the process as it allows your customers to browse your goods and choose which items to buy. If your shop is clunky, slow, awkward to use or poorly designed, your customers will be less likely to purchase any goods.

There are several off-the-shelf products available to suit most needs — some which integrate with your website and others which are hosted by a third-party. The following companies offer online shop solutions at different levels :

Off-the-shelf products are priced differently to suit most needs and functionality, though you may also consider a bespoke option. Having a bespoke option might cost a little extra, but you’ll be able to tailor the stores functionality and appearance to exactly your needs. We’ve successfully built bespoke commerce systems for The Loch Ness Marathon, Caledonian Challenge and The Ear Foundation.

What are the legal requirements for e-commerce?

To protect customers and ensure a standard of service, there are number of legal requirements if you choose to sell goods online. For UK-based companies, the DTI website has an extensive list of requirements covering Distance Selling and E-Commerce.

As you’ll be storing customers confidential details online, you’ll also need to be aware of Data Protection regulations. More information on these regulations can be found on the Information Commissioner website.

What pitfalls should I be aware of?

There are a number of measures you should take to ensure your online shop succeeds. Most are common-sense and not specific just to the internet e.g. :

Provide good customer support & service.
Provide clear and concise information about goods, delivery.
Ensure prompt delivery of goods.
Provide a friendly and easy means to browse and purchase goods.
Ensure all product information is kept up to date.
Provide refunds and/or guarantees.
Confirm orders promptly.

This list is by no means exhaustive. The best way to approach the situation would be to put yourself in the position of a customer — what would you expect from an online store?

Presence Multimedia Ltd