Make it attractive: A brightly lit department store entices passers-by to step in, and your online storefront should be no different. Design it like any other physical store. Make it exciting, enjoyable and easy to walk through for customers by putting up an attractive and well laid out display. Avoid clutter by giving only a brief description on the front page and furnishing detailed information on subsequent pages. Finally, make sure transacting is simple and painless. Slow download times and multiple click-throughs are the electronic equivalent of long checkout lines, and can help you lose customers faster than you know!



Add all important information: Remember to feature upfront important commercial details like final price inclusive of shipping charges & taxes, delivery terms and refund policies. If you're selling third party products, do include details of their warranty policies and service networks, along with a brief comment on the suppliers' credibility.

Make buying easy: This is the hallmark of a good online storefront. Ensure that your customers can buy your products by clicking not more than two or three screens. Use a well known and reliable payment gateway like PayPal for credit card purchases.

Manage logistics well: In a physical store, if it's on the shelf, it's there to be bought. An online storefront can be a bit of a mirage at times, if the back-end inventory is not managed well. The surest way to lose a customer is to inform him a week later that the product ordered is out of stock! Also, ensure that you have a tie up with a reliable logistics partner who can keep up delivery standards.

Maintain product quality: You might think this is pretty obvious. It is, if you're selling products manufactured by your company. But if your online storefront displays a dazzling array of products made by others, be sure that the vendors are reputed and the products reliable. Remember, it's your neck on the line.

Setting up an online storefront is not without its pitfalls. What should you watch out for?

Problematic service providers: Most problems that occur with your Internet Service Provider (ISP) or hosting service are mainly server-related. This occurs when their server is overloaded with sites of multiple companies, resulting in very slow processing and download speed. This can be particularly damaging to a site with an online storefront, where slow speed of transactions will certainly drive visitors away. Hence, choose your ISP or web hosts carefully. Some companies claim that their limited client base allows them to provide superior service, while others are focused on the needs of small and medium sized businesses.

Poor phone connections: This is another place where problems occur, mostly without the site owners being aware of it. Make sure that your phone lines carry data without any obstruction; else it can be detrimental to your website and the online storefront. Imagine a situation where you might lose sensitive customer data pertaining to credit card transactions. A simple precaution is to have a technician verify the phone lines and make sure they are not disturbed by possible microwave activity in the area arising from sources such as hospitals or industrial complexes.

Having talked about potential problems which are relatively out of your grasp, let's turn our attention to those which are within your control. The biggest pitfall is to underestimate the importance of your online storefront. Don't think of it as just an add-on or a gimmick. You must have a long-term strategy for it supported by a clear business plan if you expect it to fetch you results.