There's a lot of misconception going around about online ecommerce, so let's begin by going over a few basic things so that you'll be better prepared to make an informed decision.
In order for an online purchase to be made, you need these things: a product or service, a way to perform the transaction, a web site and marketing to let your customers know that they can buy online.
I'll leave the product or service to you, since that's your business.
Making it work online is your web developer's business; and while a good web developer makes the entire process seem easy, there's actually a lot going on behind the scenes.
First, you have to be able to accept credit cards.
If you've already gone through the approval process with your bank and are currently accepting credit cards at your business, you've already taken the first step.
In order to add credit card processing to your web site you'll need to go through a two-step process.
You'll need something called a "Merchant Certificate" and you'll need a secure socket layer.
Your Internet Service Provider should be able to help you obtain both these things.
You must have both to do business over the Internet.
The Merchant Certificate is like an internet notary.
It proves to your customers that they're doing business with who they think they're doing business with.
The secure socket layer provides the encryption required to transmit information over the Internet in a secure fashion.
If your business is not currently equipped to take credit cards, fear not.
While once this was an expensive and timeconsuming operation involving credit checks, little electronic boxes and computer software, the entire process has now been made easier.
The next time you're online, go to Paypal (www.paypal.com) and check out their services.
You can open an account and begin accepting online payments in as little as 24 hours.
There are no monthly fees, online security is provided by Paypal and they only ask a nominal fee for their services.
Their fees are smaller, in fact, than many of the banks are charging.
Many businesses and entrepreneurs who could not afford the fees or get approved otherwise are finding out that using Paypal makes all the difference.
Once you've gotten the business of accepting credit cards out of the way, you need to integrate the entire process into your web site.
If you're selling a lot of things, you'll want to use a shopping cart program; if you're selling only a couple of things, don't go to the expense.
Your web developer can help in advising you and should also be able to write the code required to make your order forms work and deliver your customers' orders to you.
Remember, a good web developer is also a programmer.
If not, then what you have is a graphic designer, not a web developer.
The process required to get e-commerce working on your site should not be a time-consuming hassle.
It can usually be done in about 48 hours, depending on the bank or lending institution.
If you're using Paypal, your developer's job is even easier, because interfacing with their site is a breeze.
Finally, there's marketing.
Your customers need to know that you're in business online.
One of the first steps in online marketing is getting on the search engines and directories.
This also involves some input from your web developer, who should be able to insert something called Meta Tags into the unseen source code of your web site.
These Meta Tags allow the search engines to properly index your site, and give the directories useful information about what kind of site you have.
What you need to know is far more than can be covered in a short news article.
It would fill an entire web site.
As a matter of fact it does.
For the best information about search engines and directories go to www.selfpromotion.com.
Be prepared to spend an hour or two, and you'll probably find yourself bookmarking the site for future reference.
Another quick note on web site marketing is to put your web address on everything.
One of the reasons Amazon became successful was because they put their web address on every piece of packaging that walked out the door.Wherever your phone number appears, your web address should appear.
David Zybert is manager of web design at Reno-based Great Basin Internet Services, Inc.
You can e-mail him at dave@gbiswebdesign.com.
