build your own
online store
What do I need to start?
When commissioning a web site design, use the same principles you would when choosing any other supplier. Make sure you provide a clear brief; get two or three proposals, with costings; and make sure that the designer’s work will reflect your brand image and values. Remember that the finished site is supposed to be a sales channel for your business – not a showcase for the designer’s talents!
Make sure you will have complete ownership of the finished web site, product catalogue and customer and order data. Then if your web designer goes out of business or fails to meet your requirements, you can take control of the site or move it to someone else. The best way to do this is to have the site built with a widely-used ecommerce software package that is supported by the software developer.
Processing orders
Once orders are received, you will need to print invoices and packing notes; and maybe deal with back-ordering, and monitor stock levels. Make sure the solution your web designer provides includes these functions, or has a link to a suitable accounting package such as QuickBooks or Sage Line 50.
Although your web designer will be able to provide a complete ecommerce solution, there are a couple of things you will need to see to yourself:
Internet connection
You can get an internet connection from your phone line supplier, or one of the many Internet Service Providers (ISPs). Check out the latest reviews to find the best ones. Use broadband, not dial-up. It is much faster, and there is no delay before you connect to the Internet. If broadband is not available in your area, then ISDN is the next best thing. Your local Business Link may be able to help with funding.
Broadband leaves your PC permanently connected to the internet, so you will need a firewall to prevent unauthorised access. Windows XP and later operating systems include a firewall that is turned on by default.
Receiving payments
Most shoppers will want to pay by credit or debit card. In order to receive card payments, you must have either a merchant account with card issuer, or an account with a bureau service.
You will also need a way of taking card details securely and processing the transactions. If you have your own merchant account, you can do this online or offline. If you use a bureau service, you can only do it online.
Offline payment processing
Card details are stored and downloaded with the order, and payments are processed offline using a PDQ machine. This method is cheaper for the merchant, and also allows for human intervention before each transaction is charged. But each individual payment has to be manually processed, so it is less suitable for large order volumes.
To receive card details in this way, the shopping cart your web designer provides must be able to encrypt them securely to hide them from hackers. Just using a web form or email will deter buyers, because they will be worried about fraud. The addition of Secure Socket Layer (SSL), a universally-recognised security protocol, offers shoppers the visible reassurance of a ‘golden padlock’ displayed in their browser, and can increase orders on your site. Your web designer should be able to provide this, or you can subscribe to a Shared SSL Service like the one offered by Actinic.
Online payment processing
A third-party Payment Service Provider (PSP) can debit the customer’s card at the time of ordering and transfer the payment directly to your bank account – usually after a few days’ delay for security reasons. They will charge a monthly fee for this service, or a percentage of each transaction – or a combination of the two.
Several companies offer these online card processing services. You web designer should be able to advise you on a suitable one, or you can visit www.electronic-payments.co.uk. This UK government-sponsored site will help you identify which provider offers the best value for your particular business. Actinic is fully integrated with all the leading online payment processors.
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