Set your 'Sites' on E-Commerce

May 15, 2013

Building a business can be profitable and rewarding but also demanding. Reaching and retaining customers can present ongoing challenges to both new and established businesses. While brick and mortar storefronts meet the marketplace needs of many businesses, opportunities abound to reach a world of customers online by developing an e-commerce site. reports that U.S. retail e-commerce sales reached $186.2 billion in 2012, an increase of 15 percent over 2011.

Better Business Bureau (BBB) offers these five tips to help build an e-commerce site from Wayne Baumgartner, President and Founder of a BBB Accredited Business in Prescott, Arizona:

1. Start with a plan: Have a 3-year business plan before you get started, and update the plan as your business changes and grows. Local organizations and online webinars are available to assist small business owners with the development of a business plan.

2. Name your site: Creating a website is a primary goal for any e-commerce business. However, before you get that far, you need to name and register your website. Choosing a name can be hard; it has to be unique, reflective of who you are and what you are offering, while being catchy and memorable.

3. Assemble your pages: You’ll need pictures and descriptions of your products and services to display on your site. There are copyright laws for pictures and content on the Internet, so be very careful when using anything without permission; fines can be very costly.

4. Setup Payment Processing: Once your web site is active, you need to be able to accept payments for your products or services. Choosing a credit card processing company and possibly opening a PayPal account are good options for processing payments.

Before you start taking credit card payments, you need to make sure you are Payment Card Industry Data Security Standard (PCI DSS) compliant. This means you are able to protect your customers’ credit card information. Online merchants are prime targets for data thieves. If data is stolen and it is your fault, you can incur fines or penalties and may even lose your right to accept credit card payments. Most processing companies take care of this for you, but research ahead of time to avoid issues.

5. Start marketing: The most important part of the e-commerce puzzle is being found. There are many ways to help customers find your site, but most of them involve paying for advertising. Over time, your site will show up naturally in search engines, but the top positions can be purchased (known as pay-per-click). Writing articles and blogs with links to your products is also a free way to increase your relevance online. Lack of a good marketing strategy is the biggest pitfall to an e-commerce site. Spending money that doesn’t turn into sales can sink a business.

Constant testing of ads and writing information that readers are interested in will continue to build strong foundations for a successful e-commerce site.

About BBB of Central, Northern & Western Arizona 
BBB is an unbiased organization that sets and upholds high standards for fair and honest business behavior. In 2014, people turned to BBB more than 165 million times for BBB Business Reviews® on more than 4.7 million businesses and 11,000 charities, all available free at  Incorporated locally in 1938, BBB Serving Central, Northern and Western Arizona is supported by over 11,400 BBB Accredited Businesses. Businesses that earn BBB Accreditation contractually agree and adhere to the organization’s high standards of ethical business behavior. BBB provides objective advice, free business reviews and charity reports, and educational information on topics affecting marketplace trust.