Should I e-Commerce My Site?

With all the hype about e-commerce in the news recently, it is important that anyone considering a web site examine all the facts.

Many people are confused or uncertain about how, or even whether, to proceed in this direction. Depending on nature of your business and its size, e-commerce can be as simple as an email response form, or your e-commerce site may require quite complex planning and support, with the need for such things as a database, a secure server, credit card capability, and a complete online catalogue.

In this article, we will attempt to demystify the subject, including a very brief summary of some of the more critical factors to consider.

What is e-commerce?

Most people understand that the Internet is offering a new medium for doing business. Not only can you buy just about anything online, directly from any computer terminal that has Internet access, but businesses themselves are getting into e-commerce in a big way.

The speed and relative efficiency of the Internet makes it a very attractive new alternative to "snail" mail or even fax or phone, for transacting business, and certainly beats fighting the crowds in the malls!

Pitfalls to Watch For

With the rise in e-commerce, there has also been a rise in the problems encountered by would-be consumers. As businesses rush into this new medium, many do not take the time necessary to adequately plan their venture into this virtual world of business, and consequently lose the very customers they have spent so much effort to attract to their site. Here are some pitfalls to watch for:

1. Site is slow to process customers' orders. Many visitors to e-commerce sites report frustration due to the slow processing on the e-commerce site. They then easily lose their interest in making purchases.

2. Site does not make it clear HOW to make a purchase, or makes the process too complicated. This is a cardinal sin in e-commerce! If your customer cannot easily figure out how to purchase the item he or she wants, or if the site makes the purchasing process too long and complicated, your customer will simply click his or her way somewhere else!

3. Business does not have enough stock to fill all orders received. If you advertise an item for sale on your site, make sure you plan how you will fill the orders that you receive -- if you do not actually have the stock on-hand, make sure you know how you can re-stock, and fast!

4. Shipping charges are unreasonable. Customers will usually accept responsibility for a reasonable amount for the cost of getting the product from point A to point B, but inordinate "extra" charges and add-ons are a definite no-no!

5. Heavier than expected traffic overloads site server and jams up access. Plan ahead with your site host how he will handle the possibility of heavy traffic. The last thing you want to do is lure visitors to your site, then lose them because your site could not handle the traffic!

6. Make sure your customer is assured of the security of your site. The best way to do this is to be sure your site is secure! The second part of this is to post a privacy and security policy in a visible place on your site. Customers need to be assured that you will handle their information carefully and with discretion.

There are many other considerations for e-commerce, too numerous to be listed in this limited space. We recommend you do more research into the subject.

But one thing is quite evident: the business world is quickly moving in the direction of carrying out more and more transactions virtually. Although not all businesses are suited for e-commerce, it is becoming increasingly evident that those who choose to ignore this trend, or who decide to try to avoid it, will likely be left behind by their competitors who choose instead to embrace the change!

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