E-Commerce 101
An e-commerce site is much different than a traditional web site in a number of ways. I'll cover each 'piece' in detail below.
The Cart
The first big difference is the need for a software package or 'shopping cart'. There are quite a few systems available, but we have found X-Cart to be the best of the bunch. Not only is it inexpensive ($199) but it is easy to work with and maintain. This system serves as the customer storefront as well as the administrative back-end. You, the client, will be able to add products, change prices, update text, view orders and maintain just about every aspect of your on-line business.
One of the great things about X-Cart is that it is open source, which means the code is editable by anyone who purchases it. That means there are a wide variety of 'add-on' modules that make enhance both the customer's experience and the business owner's as well. We will of course provide recommendations for which modules are necessary as we develop your project.
Payment Gateway
The next piece of the puzzle is the Payment Gateway. This is what processes credit cards that a customer enters into the system when they are checking out. This is often the piece that takes the longest to set up, as there are quite a number of steps involved. A payment gateway charges a monthly fee, as well as a per transaction fee in order to process credit cards on your site. While you don't need to accept credit cards to run an on-line business, most customers prefer to pay that way so you will be hurting yourself it you don't accept them.
Payment gateways that work with X-Cart are listed here. Our personal favorite is Authorize.net, as it is very easy to work with and set up.
Hosting
Just like a regular web site, you need a web host. An e-commerce site has more rigid requirements than a regular site does, such as a database and support for certain software. Expect to pay between $30 and $40 a month for a good e-commerce compatible host, and don't get suckered into the $1.99/month plans as they just won't work with the volume of data an e-commerce site generates. We also provide hosting for our e-commerce clients for $40/month. Contact us if you are interested.
Secure Certificate
A secure certificate is what creates a secure connection between the customer's computer and the web site so that all of the information sent across the connection is protected from prying eyes. You simply cannot run an e-commerce site without one. They range from $60 to $150/year.
Search Engine Optimization
One of the most common misconceptions about an e-commerce site is the 'If you build it they will come' mentality. Without a good marketing, branding and optimization strategy, your site simply won't generate any sales. The web is an extremely competitive place, and in order to get listed in Google, Yahoo, MSN, etc you need to spend some time doing your research and writing good copy. In addition, you can use Google Adwords and other pay-per-click campaigns to generate targeted traffic. This topic is too extensive to cover here, but will be covered in depth in a future article.