E-Commerce 101

An e-commerce site is much different than a traditional web site in a number of ways. As many of our clients come to us not understanding exactly what they are getting into, 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 ($229) 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. With the latest changes in the credit industry, the requirements are even more strict. 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. I strongly recommend EWD Hosting - who has a long history of hosting X-Cart sites. They not only have a great setup, but they understand the software which is essential.

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 well optimized copy.  Understanding all of the nuances of this industry takes years of experience and hundreds of hours a year to simply keep up with the latest trends. For this reason, we always recommend working with a Search Engine Optmization (SEO) professional. This is not a cheap service, but it is one that we feel is essential for a successful e-commerce business.

There are many firms that claim to be SEO experts, but few can back up their claims. We have worked closely over the last year with a firm who not only understands the Search Engine Optimization world, but has a working knowledge of X-Cart as well. The results they have achieved for our clients is nothing short of amazing. I highly recommend Vector Computer Consulting for all of your Search Engine Marketing needs. They will analyze your market and determine what the best approach for your specifc site will be.

While working with Vector over the last year, we have optimized our default installation of X-Cart extensively to include features that have proven to be very effective. So even if you don't decide to hire a professional, you already have the benefit of starting off with an optimized base! You can read a bit more about SEO and X-Cart here.