What is an E-Commerce web site?

What precisely is Internet store advertising? The term “e-commerce” gets bandied about a lot these days in popular culture, but Internet store advertising is actually a complex and diversifying suite of marketing efforts.

E-commerce can refer to the “brick and motor” extension of an already successful and established business. It can also describe the efforts of start up, web-only companies. Finally, it can be used both to describe businesses which sell directly to customers (B2C) and companies which do business exclusively with other businesses (B2B).

What should you expect from an Internet store advertising web site? At the very least, you’ll need a homepage -- this is the first webpage that loads after the URL has been called. This page generally describes the nature of the business, provides ordering information, and potentially offers content reviews and feedback forms.

In addition, your web site should feature a shopping cart. This is a virtual module, which allows customers to store order choices, enter shipping and billing information, and pay for merchandize or services via credit card, PayPal, money order, or some other means.

Ideally, your Internet store advertising web site should also offer plenty of space for customers to write in reviews, questions and discussions. Turn your web site into an open forum for your customers to discuss, praise, and -- yes -- even criticize your products. The web lets you tap into the pulse of your consumer groups better than other solicitation media, and you can use the constructive hints provided by visitors to renovate policies, re-strategize, and create new niches of opportunity. Of course, if a comment gets out of hand, you can always censor it -- after all, it’s your site.

Any site should also create links with other relevant, info packed sources. Don’t just create advertisements and endorsements -- really explore your link partners’ sites, and give honest, in-depth reviews of their merchandise and their wisdom.

By working on a dynamic relationship with multiple, high profile web sites in your industry, you’ll develop new techniques for funneling traffic, avoid traps that more isolated small business owners run into, and become more well versed in the latest cutting-edge technologies and ideas within your industry.

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