How to get started quickly and easily in e-commerce (and my new site)
A little background before we get started - I've worked with the web since 1999, both for agencies such as Mando Group and online retailers. Having worked for both providers and users of e-commerce systems gives an interesting perspective which I'm hoping to bring to this post.
A few years ago if you wanted an e-commerce solution you had very little choice, you had to have it developed bespoke for you. This is was and remains an expensive solution, with the larger agencies the cost quickly escalates into the tens of thousands of pounds. That said just because the solution is expensive it does not mean that it is necessarily the wrong path, it all depends on exactly what you are trying to achieve.
A bespoke solution (so long as you nail the development company down to your function requirement document) will be exactly as you want it. Digital agencies will be there to support you throughout the life of the project right from initial idea to the day your replacement site is launched. A full service digital agency will also be there to help with online marketing which if you don't have the skills within your own organisation can be a real benefit. A website with no visitors is pointless.
However, these days with a little determination and skill it is possible to build yourself a powerful e-commerce site using readily available technology. This when you think about it makes a great deal of sense, after all PC manufacturers for the most part use readily available components and simply add their own style to the box and the same goes in many other industries.
There are literally hundreds of these systems but they are generally split into two types. Cloud hosted solutions (such as ecwid.com) were you simply use an e-commerce solution like any other service or systems hosted on your own server (such as Magento). Of the two cloud hosted solutions are the simples but as is often the way with simple they are also the least flexible.
Web development agencies will tell you that these off the shelf solutions are not suited to busy e-commerce sites but these days that is simply not true. Magento powers some of the largest stores on the planet and has a team of developers working constantly on security and improvements.
It might sound like I'm beating down on digital agencies - I'm not. They are fantastic if you have a large budget and want your hand holding, however, if you fancy having a go yourself it is possible to build an e-commerce site to a very high standard and this is exactly what I decided to do.
I've wanted to work for myself for years in one form or another but I'm happy my employer and job as well. So after much soul searching I came to the conclusion that I could do both. However, I had a few problems. No product, no site, no payment gateway.
Problem 1I quickly came to a deal with employer that I would buy product off them and sell it myself just like any other trade customer can.
Problem 2This is the interesting one. I did not have the budget (or in my case the desire) to go down the agency route, I wanted to do this part myself. I'm good with html and css having built 9 sites in the past year for work but I'm not a designer.
Tip 1: Don't try and do everything yourself or you will fail. If you need a skill which you don't have contract it out. Need a contractor? Have a look at Linkedin - you will find many competent contractors out there who are more than happy to help you at very favourable rates.
I chose the designer Amy Clover and she did all my graphical work. Amy successfully developed a distinctive look for my site but I still had the problem of what e-commerce system to go for.
I didn't want to go down the Magento route, as powerful as it is I felt that it would probably need more maintenance (and skill) than I wanted to out into the project. My focus needs to be on selling to make the project work as it is been run in my spare time.
I tried out many solutions and found that ecwid.com offered the best all round system. It is so easy to use and install' it features large product images' clear calls to action and it has that 'feel' of slickness that I wanted. I cannot praise ecwid enough at this moment in time I feel it is the best of the breed.
The back end of ecwid is also very complete, orders are easy to process, products easy to add and manage (stock control is standard). The only bit that was difficult to sort out was the shipping methods. For most people this would not have been a problem but as my chosen products weigh between 25kg and 5 tonnes so my shipping matrix is more complex than most.
Problem 3The choice of payment gateway is critical, they handle the financial transaction for you. I've chosen to go with Paypal because it offers both credit card and paypal payment methods as well as a well trusted brand. This is important as you need to build consumer trust.
The ResultPlay Area Bark was launched on Saturday 11th of July - a mere 8 weeks after the project was started (trying getting your web development company to do that for you!), the first sale came 8 days later. If you have the determination and drive you can build yourself an online presence on a tight budget. The total cost of the project to date has been less than £500!
Click on the logo below to have a look at my new site, comments are very welcome!
Whatever way you choose - good luck it is fun and very satisfying. There is nothing like getting your first sale!