eCommerce Contortions

There is an old adage that says: Let the buyer beware. In today’s world of internet business though, the phrase should say: Let the business owner beware. With the endless number of solutions providers, and their ecommerce systems, and the multiple options available for taking payments, it is enough to make a business owner shake their head, and groan over the cost of getting their store launched.

One of the questions I get asked by business owners more times than any other, with regards to the decisions they made with their on-line store, is: “Do you think I made a mistake with this?” My response is almost always “I wish you had called me first.”

Many businesses get drawn in by the sales pitch. They listen to the excitement that the representative from the company exudes, and they are sucked in. By the time the sales visit is done, they are singing the praises of the product they just bought, and are doing the happy dance over how much business they are going to get from this. After the site is launched though, the reality sets in. They have just paid a small fortune to build the site, and then the exorbitant monthly hosting fees start. All the while there is barely a trickle of traffic to the site.

These businesses learn the hard way, that it takes more than a system and a design to generate revenue. It takes hard work to promote the site, through both social media, and with the right combination of keywords to organic content to get the search engines to place them. They need to spread the word that they are on the web now, and open for business.

As the business struggles to try to make sense of everything, and get their store tuned to make it easier to find, this is when the sharks start to circle, because they can smell the money that can be made from these businesses. This is when the business starts to get bombarded by every search engine marketing company, social media planning expert, and the merchant services companies looking to help them save money on their banking fees. Many times these businesses cave in, and open their wallet once again, to have these “experts” fix everything.

The truth of the matter, is that almost all of this the business can do themselves with the right support and guidance. It does not need to cost a small fortune to host your site, build a good design, utilize keywords effectively, or make your content robust. There are many solutions out there that give you free control over your content and store, and have solid knowledge bases to help you along.

If you don’t like the solution you have, there is nothing to stop you from changing it. Take the time to investigate your options, and find the solution that fits your business, not what someone else thinks your business should be. Take control of the situation – this is your business not theirs.


About delaware302
Delaware 302 is more than an online clothing store. It's about giving Delawareans a way to express their pride about being from, or even just living in, the First State. Whether you're wearing it or displaying it on your vehicle - let the world see you are Delaware proud. But you don't have to be born here to "represent" the 302.

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