Integrating E-commerce Into Your Website

Many businesses start out by having a corporate website and then very soon realize the value of doing business online

. However, to make a smooth transition into e-commerce requires that you have all your ducks in a row before you start offering online purchases to your customers. There are several operational factors to consider when setting up an e-commerce venture. Here are some things you should keep in mind:

What Do You Need to Run an E-Commerce Website?

There are several key elements to running an e-commerce website. First, you need to have a payment mechanism for your customers. Most online payments are made by credit card, so if are not already, you will need to become a credit card merchant. To get that set up, you will need to find a merchant service provider. A reputable merchant provider will link you up with a merchant account, a virtual terminal and all the necessary software to get your e-commerce site up and running. They will also be able to provide you with support and security information when setting up your e-commerce site. You will need to check that the system and software you plan to use are compatible with your web hosting service provider so your website runs efficiently. Lastly, you will need to ensure that you have a database and inventory system of your products and an efficient delivery mechanism. Depending on your website, you could make use of a merchant package that integrates with your back office inventory system. This is advisable as this makes your administration and bookkeeping much easier.

Possible Pitfalls and Risks to Avoid

Because of the nature of e-commerce transactions, there is a real risk of fraud. The reason for this is that when the client is not in front of you, there are limited resources you can use to positively identify that your client is who he says he is. There are many syndicates that use false identities and stolen credit cards to purchase products online. But having said that, don't let that prevent you from turning to e-commerce. Studies show that more and more people are transacting online because they can comparison shop and get the best possible prices. To not offer your clients the possibility of transacting online could mean that you start to lose out on valuable business. The key is to get a reliable merchant service provider and be vigilant about fraud prevention.

Protecting Your E-Commerce Website Against Fraud

A reputable merchant service provider will have fraud prevention mechanisms integrated into their virtual gateway. These include things such as additional verification of the cardholder and clients' details. You can also set floor limits for your transactions. Work out what the average purchase value is and then set the floor limit to just above that. That will then allow most standard-sized transactions to go through but you will be alerted to unusually large transactions. You will then have the opportunity to verify the transaction by getting in touch with the customer before approving it. The virtual terminal should have anti-spyware and anti-virus protection so that hackers cannot access your confidential client and business information. In addition to this, you should back up your company data and keep this information on a secure site. It is advisable that you have your own anti-virus software on your computer systems and that you run regular updates to ensure that your systems remain secure. Check that your merchant service provider has industry accreditation and carries recognized security certificates.

Making It Easy to Buy from Your E-commerce site

Your merchant services provider and web designer will be able to make recommendations as to the design of your site. Most e-commerce packages include an easy shopping cart feature where customers can browse your website, pick out various items and add them to the shopping cart. When they are done, they can pay for all the items in one transaction. It is important to have a database that is properly integrated with your e-commerce site so the transactions can be processed smoothly. Often, if a customer experiences glitches on a website, they will simply log out and shop elsewhere for that product. If you have a number of different products, divide them into categories. Ensure that you have a drop-down menu on your page so customers can see what items are listed under which categories. It's better to have fewer products and an efficiently operating e-commerce site than hundreds of products and an inefficient site.

by: Hugh Springer

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