Frequently asked questions about selling online

According to an Office for National Statistics survey of businesses with 10 or more employees, nearly £40 billion of sales were made over the Internet in 2003, almost double those made in 2002. And people are getting more and more used to the idea that Net shopping is convenient, safe and often cheaper.

Businesses that don't sell online could really be missing out. So, read on for the low-down on setting up a successful online store.

How can you take credit card payments over the Net?

You can take credit cards across the Net in three ways. The first is by capturing card details securely, transmitting them to your desktop and then processing them through a normal PDQ facility. This option is only open if the e-commerce software has the appropriate security and is bank-approved. This costs the least and minimises change and hassle for an existing business.

The second option is to process card payments in real time on the Internet Service providers include NetBanx, Secure Trading, WorldPay, Secpay, Datacash, PayPal and many others. You pay more and generally have to wait for the money, but they process everything on your behalf. This is more suitable for medium and high-volume sites.

How should people promote their online web store?

The first step is to promote the site to all existing customers. If existing customers don't know about the ability to buy online from you, they'll go elsewhere. So, 'Order online at' and the web address should be on everything your company produces.

What key things turn browsers into buyers?

In short, you need to remove the reasons for not buying. When prospects have reached your site, the marketing process is complete. So, show them the products immediately - don't hide them behind acres of marketing copy.

Provide full terms and conditions. Give your contact details, including a telephone number. Explain your guarantee and returns policy. Finally, explain your security, encryption and privacy policies.

What one thing can impress buyers?

Make the buying steps as easy and as fast as possible. Customers can change their minds at any stage - and nothing puts them off more than over-complex forms and long delays. Use graphics effectively, not for the sake of it. Make the checkout process as easy as possible. Again, ensure that the site is not dynamically database driven unless this is essential.

Can I compete with the big boys?

The beauty of the Internet means small businesses can compete. Ensure your site is attractive, fast and easy to use. Make sure too, that you can fulfil the orders very promptly - people expect delivery within a day or two.

What security risk does transacting online involve?

The security risks run by web stores are similar to those of mail order companies. Just like them, sensible to put anti-fraud policies place, such as phoning to confirm high-value orders.

Should vendors maintain V their own sites?

Some companies supplying solutions for selling online keep all maintenance of e-commerce sites under their direct control. This means that if you want to change a price, you have to go through the supplier, potentially delaying your site updates. The best way is to have a means of directly updating your site.

Is e-commerce profitable?

As with all business expansion, do your research, get advice from trusted sources, decide what you can afford to spend, test the waters -and then go for it.